Thoughts on Starting a Subscription

Right, these thoughts come from a place of having had a subscription running on Bandcamp for over 5 years. I was one of the first three artists on there to get to trial it a full year before it went public. I was also consulted on what features it should have before they went live with it, so there’s a load of my thinking in there.

I also subscribe to a whole bunch of people on BandcampThomas Truax, Corey Mwamba, Andrew Howie, No Treble and Julie Slick – and a range of stuff on PatreonDivinity Roxx, James Chatfield, TheLitCritGuy, Double Down News and Jay Smooth.

I’m seeing a ton of people set up subscriptions and Patreons in the wake of the Death Of All Gigs thanks to COVID-19, and I thought it might be helpful to offer some advice. Take it or leave it, but at least give it some thought:

  1. Think about the value of what you have to offer. This may seem obvious, but it’s really easy to get caught up in what you think it’s worth to you to make it. But what you’re offering is a service. It may well be that people who sign up to it are doing so because they care about you and want to help maintain you through difficult times, but you’re doing that via the mechanism of a subscription to your art, not a begging bowl. So give a good thought to what you’re providing for the money.
  2. This is a marathon not a sprint – be realistic about the work rate you can sustain when declaring what you’re going to do for people’s money, and don’t over-stretch yourself. I’ve seen so many people burn out by over-committing themselves to Kickstarter pledges, and it only gets worse if every month you’ve got to make a whole bunch of postcards or cakes or whatever and mail them out to people to keep your subscriber commitments. If you’re really into making stuff, that’s absolutely fine, and if the quality of what you make is consistent, and acquiring a lot of it is valuable that’s brilliant, but give some serious thought to what you promise. My own Bandcamp subscription promises 4 new albums a year – two public, and two exclusive. Last year my subscribers got 11 albums. The promise hasn’t changed. I love being able to over-deliver and not having to charge them more. It means people are way more likely to stick around, and you can have hilarious conversations with them about not being able to keep up. I’ve also included a couple of eBooks as extras, and as much video as I can produce that’s of high enough quality to deserve their time. All at no extra cost. The key concept is under-promise and over-deliver.
  3. Think about how what you’re asking impacts their ability to support other artists. I keep going on about this, but if you’re asking someone to spend the same on you as they would on their Netflix account, you’re leaving little room to support other artists. If any of the people I support in the list above were asking for £10 a month, I’d have had to decline. Because if they all did, I’d be broke. My subscription started at £20 a year, and has gradually increased until it’s now £30 a year. It’s still an absolutely ridiculous amount of stuff you get for that money – and the original subscribers are still on the £20 rate cos they get grandfathered in – and a lot of people have chosen to voluntarily pay more because they want to support what I do. That’s great, but I fully support them also being able to unsubscribe and resubscribe at the lower rate at any time so they can use that money to spend on other people. At the very least, it’s wise to have various tiers so there’s room for people who aren’t loaded to subscribe to you and not have to miss out on everyone else.
  4. Talk to your subscribers. This one is more about sharing some of the value I’ve got out of this. I’ve never had any interest in the idea of “fans” – I don’t want a bunch of fans who just get my music and dig it. I want a community of listeners who are actively engaged in the how and why of the music’s existence. So much so that I’m doing a PhD exploring what that means. (I’ve often described my grand project as being ‘how do I make music that matters without pretending I’m special?’) A subscription is an incredible opportunity to get to know the people who dig your music. Your subscribers aren’t a cash cow that pays your bills. They’re people who for whatever reason believe in what you do and the value proposition of the subscription offer. Do not disrespect that. Talk to them, find out about them, what they’d like, what else they’re into. Point them to other people’s work, build a wider community of people whose work your subscribers can share in.
  5. Think about the production values of what you can put out. Hearing crackly tape recordings of the Quarrymen rehearsing in the late 50s is amazing. Hearing your poorly thrown together demos for your next album is less compelling. Live bootlegs can be fun, but an endless supply of hissy recordings of the same tunes loses its interest pretty quick. If you’re an improvisor, or are constantly remixing and rejigging your material, or regularly learning cool covers, that’s tailor-made for a subscription model. Plenty of value, plenty of surprise. If you can collaborate, so much the better for adding variety to what you have to offer. If you’re going to do video, work on making it better and better over time. Running my subscription is an invitation to me to get better at every aspect of what I do – music, mastering, artwork, videos, story-telling… My subscribers aren’t a necessary nuisance that I’m putting up with for the money. They’re the most brilliant context within which to make work without having to come up with a marketing strategy for every album. If you’re not an improvisor, you need to work out how to tell the story of the one album you make a year in a way that is compelling enough to get people to pay for the privilege of being a part of it, or just charge way less so it’s basically an album pre-order thing that spreads out the money through the year. I’m surprised there aren’t more of those, to be honest…
  6. Don’t judge your own artistic merit by how prolific someone else seems to be. The way I make music, and the world I’ve built around me to make it possible is all 20+ years in the making. None of this is accidental. The actual terms of my Bandcamp subscription offering makes sense because I’m an improvisor who records every gig and collaborates as much as possible. I can make a LOT of music of a consistently really high quality and release it without any extra overhead. I did a mastering course to get better at it, I constantly practice the artwork side of it, I’m a journalist so the writing part of it is easier than it might other wise be. Your subscription doesn’t have to look like mine! If you want to have a really low stress, low impact one that just lets people support you in exchange for a new live track each month, it’s fine to charge 8 or 10 quid a year, and not pile on the expectation. Those people will hopefully stay with you, and as your offering increases, you can up the price. It’s also OK to make one album every so often and make the subscription about some other aspect of your work – lessons, or a studio documentary. Get the best camera you can, do it right, but telling stories is a brilliant use of a subscription. Beardyman has set one up that’s mostly about his process. You get his weekly songs, but also the chance to get deep inside how he does what he does. That’s a much higher value offering than most, because it’s lesson-based. Tuition has a different value metric to documentary work or finished art. People often have different budgets in mind for art-stuff and learning-stuff.
  7. Choose the right platform for what you want to do – Patreon and Bandcamp offer completely different sets of affordances for your art and storytelling. Bandcamp is, not surprisingly all about music. You can upload photos and video in the main message feed to your subscribers, but if you want to offer PDFs or any other file type, it either needs bundling with a single or album, or your need to host it elsewhere. On the other hand, Patreon is really rubbish at metadata on music files. And as far as I’m aware, still doesn’t do conversion to other files types for you. If you want it available as MP3, Flac, ALAC, AAC etc. You need to upload them all. The files can end up all over the place, with bogus formatting and variable quality. I couldn’t deal with that at all, so it would never work for me. That said, you can have a Patreon for storytelling, and just send your Patreon subscribers download codes for Bandcamp when the album comes out. Think about how the flow of media and information works and which offers the best platform. Neither is gofundme, neither is a begging bowl, both place you in an ecosystem where the people offering similar things around you become the standard against which your output and value will be measured to some degree. So think about it, and check out how easy it is to change the offering as you go along…
  8. My recommendation would be to start really cheap. Especially if you don’t have a ready made audience that have expressed a desire to support you like this. Get your initial backers in at the ground floor at a low monthly or yearly rate. These are the people who will be with you for the long haul, get them onboard ASAP for a low price and keep them close. You can increase it over time as the offering gets more polished and the value is reflected in the size of your audience. But don’t price yourself out of existence to start with. We have two main things against which we measure ‘value’ here – subscription costs to everything services (Spotify is $10 a month, Netflix a little more these days) and the cost of ‘albums’ – a similar amount for a single non-discounted album on iTunes or Amazon. Work out how to make your offering look like unmissable value. Then go to town telling people the how and why.
  9. Talk about it a lot. I’ve been on board with Bandcamp since almost day 1. I took all my music off almost every other platform 8 years ago because I was committed to what Bandcamp had to offer me in terms of the relationship with my listeners. I’ve been talking up its benefits for a decade, and the subscription specifically for 5 years. It never stops, you need to make a case for what you do. You need to make it compelling, and you need to do it over and over. For some of your audience, they’ve been told relentlessly that ‘no-one pays for music any more’ and that Spotify is how you ‘support music’. That’s clearly bollocks, but don’t look down on people who’ve bought into it. Spotify is horrible, and you may have to explain repeatedly why you’re not just putting all your music on there or the video on YouTube. Make the case firmly but gently.
  10. If you’re unsure how it works, subscribe to someone else for a while. There’s no better way to know what it’s like for the end user than to become one. Try some subscriptions out, support some other artists, see what you like and don’t like about what they do and how they do it. Research your project like you actually want to get it right!

Now, go do your research, and if you’ve got any questions, hit me up in the comments below.

Two New Solo Albums + “Bandcamp Day” News

Last Friday, Bandcamp – the music sales and streaming platform that I use for all my music distribution – donated all of their revenue share back to artists for 24 hours. This was an amazing gesture, resulting in several million pounds/euros/dollars ending up directly in the bank accounts of musicians struggling to pay bills and find ways to replace lost live income right now.

I released two new albums on Friday to celebrate – a public release of February’s subscriber only album, Better Living Through Technology, and the brand new (dis)order. Listen to both here, and click through if you’d like to buy them for just £2 each :

The feeding frenzy of sales was extraordinary, and ground the Bandcamp servers to a halt at various times through the day. Still, the headline stat for me is that when you add up all the new subscribers, sales of my entire catalogue and all the people who bought one or a few albums (at the new £2 price per album across my entire Bandcamp shop), I sold just under 900 albums Between Friday and Sunday. If those had been individual copies of the same album sold to separate buyers, that’d be enough to land me in the lower reaches of the UK album charts…!

So firstly, a massive THANK YOU to everyone who bought anything during the day, or even listened to it and decided it wasn’t for you – I’m grateful you took the time, and you found something else that was more to your liking elsewhere!

These are perilous times for musicians, and my decision to focus my release strategy around the community of listeners on Bandcamp 10 years ago has made me a fair bit more resilient to these changing economic times than my friends whose strategic success plan was for a viral hit on Spotify. I really hope they find it, but I’m insanely grateful for the compact community of curious and caring music lovers who sustain me via the Bandcamp subscription.

If you’d like to join us, please head to stevelawson.bandcamp.com/subscribe – the community aspect is going to be ramped up through this time of isolation with subscriber video hangs and some creativity inspiration videos. If that sounds good to you, go check out what’s on offer…

And if you’re looking for a new soundtrack to these uncertain times, please go check out my fan account on Bandcamp – I bought more music in the last 3 days than in perhaps any comparable period in my entire life (matched maybe by a trip across the US in 2004 when I ended up throwing away clothes so I could fit more CDs in my suitcase 🙂 ) – it’s all there. <3

 

A Thank You, and a Reason to Subscribe at the Dawn of a New Decade

I’ve finished off 2019 – and the decade – with a bit of a release flourish. December started with the release of my first ever Best Of compilation – a look at my solo work from the very beginning up until I introduced percussive samples and keyboard sounds into my live set-up in 2015. Then last weekend’s gig celebrating 20 years of my solo career (exactly 20 years from my first ever solo gig!) yielded not one but TWO new albums that were released this week to my Bandcamp subscribers. The first is the solo set from the show, and the second is the audio part of my Illuminated Loops collaboration with genius visual artist Poppy Porter. So at first glance they’re two solo sets, in that all the sounds made are made by me, but the contrast between the two is pretty huge, and certainly the memories attached for those who were there will be, I assume, rather different!

I want to finish the decade with a huge thank you to all of you who’ve bought and listened to my music over the last ten years, who’ve subscribed, who’ve told friends about the music, come to shows, messaged me on social media to offer encouragement, reviewed the records on Bandcamp or come and said hi at the various events where our paths have crossed. It’s such an amazing luxury to get to make music and share it with people, and this path towards carving out a sustainable ongoing way of releasing a lot of both solo and collaborative recordings would feel pretty exposed and out on a limb if it wasn’t for your encouragement and patronage. So thank you.

If you haven’t yet subscribed, or used to subscribe but are interested in getting the new music that’s been released since you let it lapse, I’d love for you to join us for the end of the decade. It would be amazing to finish the journey over 2020’s threshold with a subscriber boost, and it’d certainly give you a massive amount of music to investigate during any down time you might have over the festive period!

So head over to http://stevelawson.bandcamp.com/subscribe now and see what’s on offer. There are 50+ albums that are yours the moment you subscribe, along with whatever I release in the next 12 months, a couple of eBooks, and a ton of subscriber exclusive video and conversation to investigate in the subscriber area on Bandcamp.

The streaming economy still offers nothing like sustainability to niche music makers, so I rely entirely on the generosity and patronage of those who are curious enough to come and find out what’s on offer. In return I promise to make the best music I possibly can! 🙂

I hope you have a wonderful festive time, however you choose to celebrate at this time of year, and that despite whatever set-backs and sadness we’ve experienced on a global scale over the last decade, we’ll be able to muster enough hope and resolve to greet the new year with love and gratitude, and a commitment to being a vital and positive presence in it. Aside from anything else I’m able to do, I’ll do my best to provide that journey with a soundtrack…

Two New Albums and My Anniversary Gig!

So, last week, I released my first ever best-of album. It’s culled from all my solo work between 2000 and 2013, and is a pretty lovely summary of what I got up to as a solo performer before I added the Quneo into my performance set-up and started to experiment with percussion and keyboard sounds.

The album was put together by two of my long time friends/listeners/subscribers, Tom and Mike, and their sleevenotes are on the Bandcamp page, so you can read a little about their thoughts on each track. Tom also provided the photos for each individual track, so if you go to the track pages on Bandcamp you’ll see those, or if you buy it and download the files…

Anyway, have a listen here:

Then Sunday was my 20th Anniversary gig – it was a deeply special show at my favourite venue in Birmingham, Tower Of Song. As part of the evening, I hosted pre and post show discussions about improv, which were recorded as part of the research for my ongoing PhD. What became apparent fairly quickly is that these weren’t ‘pre and post show discussions’, detached from the rest of the ‘event’ – they were the first and last acts of a four act play, ones that centred on conspicuous listening, and gave space for the audience to register their presence, preferences, gratitude, and anything else they wanted to talk about…

As an improvisor it was quite a profound moment, to have an entire audience talk about their anticipation of what was to come, about their reasons for being there… The permission to ‘do what we do’ comes from the audience – lots of people have theorised this, but I’ve never actually encountered it in quite such a clearly expressed form!

And what’s more, the first album from the gig is out today! The subscriber-only, 42 minute album is the whole of my first set, the solo one which preceded the Illuminated Loops set with artist Poppy Porter. That’ll be up next.

It’s been a really interesting year for music-making – The Arctic Is Burning is one of my favourite albums I’ve ever made, and ended up being a really fitting part two to Beauty And Desolation, despite that not really being the plan initially.  There have been two LEYlines albums (vols IV and V), four other live solo albums, Seeing Sound with Daniel Berkman (recorded in 2014!) and my most recent duo album with Pete Fraser, Restless got a public release this year.

But it’s been a year of solo experimentation, mostly. The explorations with field recordings have been a really inspiring addition to my sound, and have given me so much to thing about and experiment with. Perhaps I’ll do more with that in the new year.

I hope 2019 has been a good year for you – I know that politically it’s been a struggle for a huge number of people, and I’ve seen various friends struggling under the stress of the way things are going, but I hope that in the middle of that you’ve been able to find a sense of purpose, have some fun and explore ways to be part of the solution rather than buckling under the weight of the problem. Peace to you and I hope you get some time off through the festive period.

(top photo by Richard Hallman) 

Five Years Of The Bandcamp Subscription!

This last weekend, I went to a gig by Richard Lomax AKA Granfalloon – a singer from Manchester. He was explaining where the band name Granfalloon came from – its origins being in Kurt Vonnegut’s book Cat’s Cradle. A Granfalloon represents a false or absurd sense of connection felt between a group of people who aren’t really connected in any meaningful way. And its meaningful opposite is a Karass – as Wikipedia puts it, ‘a group of people linked in a cosmically significant manner, even when superficial links are not evident.’

Which obviously got me thinking about the strange and wonderful group of people that make up my subscriber community on Bandcamp, having just reached the fifth anniversary of the subscription’s inception!

The people who subscribe to me represent the last 20 years of my solo career in breadth and depth, with some old friends and very long time listeners in there alongside people who’ve found my music more recently,  and even a few who I imagine are there because they think the venture is worthwhile even without having a particularly deep connection to the music… Those ‘superficial’ links are absent purely because of the diversity of their backgrounds and ways of relating to this central community – they’re from all over the world, of a pretty huge age range, and I’d be hard pushed to pigeonhole the interests of the typical Steve Lawson subscriber, beyond there being a statistically significant number of bass players present in the sample 🙂

We are a Karass, gathered around a bunch of music and a way of making it available that cuts across so many of the assumptions about how and why recorded music is supposed to exist, it’s relationship with live concerts, the economics around how musicians are supposed to leverage some value from their work, and the balance of significance given to the actual recordings vs the conversations, discussions, questions and contextual ramblings that frame their existence.

The exchange is, from where I’m sat, very much two-way in so many ways other than the economic sustainability that is so evident at the heart of it. Releasing live recordings throughout the year gives room for the development of my music-making ideas and focus to be influenced by the discussions and responses that happen in between those gigs – earlier this year I released three live albums in the space of a month or so, giving the subscribers who wanted to dig into it the space to consider how my set of tools and ideas manifests itself differently across multiple nights of what in any other context might have been part of a tour, but which almost none of my audience would ever be able to attend across multiple nights.

The kind of exalted status any artist needs to have in order to inspire their listeners – fans – to turn up to multiple nights on the same tour is neither a desirable state to be in nor a practical one if I want to continue to play in small-scale, intimate, community spaces in the way that I do. Recognising that the upper ceiling on my audience size for doing things the way I really want to is actually pretty small has been a huge relief in terms of letting go of many of the expectations of scale that go with having any kind of music career in the age of streaming.

How do I get to make loads of music, release it, and find a community that are willing to engage with it, be present IN it and shape it by giving me permission to keep experimenting (as opposed to withholding their economic support from what I do until I do a farewell or greatest hits tour)? Those were the big questions I set out to try and explore when I launched my Bandcamp subscription on Oct 23rd 2014. FIVE years ago this week.

I’m so, so grateful to everyone who has subscribed over the years – whether or not you’ve since unsubscribed. This was never meant to be a social engineering project, aimed at trapping/tricking people into remaining subscribed beyond the point where it’s useful or meaningful for them to be so. The first year’s offering is by far the biggest if you bring normal industry metrics to bear on things, because you get some crazy number of albums from across the last 20 years immediately. And they’re yours to keep, not contingent on you remaining subscribed. Unlike so many other platforms, Bandcamp doesn’t do access rental. The music is yours to keep.

But that initial offering is the raw material needed to get caught up with Where We Are Now. My own focus is not ‘how can I leverage value from my back catalog?’ – this isn’t my retirement fund in any way, shape or form – my focus is forward-looking, and the back catalog is all context for where we are. I’m deeply proud of all of it, and am happy for people to listen to it in a focused way, to dump it all in a folder and listen across the two decades represented on shuffle, to have favourites and to have projects that don’t work for them…

The most amazing thing for me about the subscription, other than the friendships and conversation perhaps, is that I no longer need to think about the direct marketable ‘value’ of any one album. I don’t prepare music for release thinking ‘will people buy this?’ My thought process is episodic – I make music that advances the story, I release music that builds on where we’ve come from and where we’re heading. I have favourite episodes, for sure, and certainly the guest stars are an absolute joy for me, but it’s the totality of it that feels like ‘the work’ – that 20 year story arc that shows no sign of stopping or slowing.

Just under a year after I launched the subscription I was inspired by a recording session with Divinity Roxx to add a MIDI controller to my set up and to start playing drums and keyboards and later to incorporate found sound and field recordings into my music. Even at that stage, the sense of cushioning that the subscription gave me from the raw economic impact of wrong-footing my audience gave me the creative latitude to try things out, to in one sense trash the ‘solo bass steve’ brand as an accurate descriptor of what I did as a music maker, but to significantly broaden the sonic scope of my work. The ‘all live, no edits’ rule is still in place – not because it’s an ethically superior state for music (that’s a wholly absurd notion) but because that particular constraint focusses my thoughts around a kind of music making that results in the gradual and constant evolution of my language, my ability to construct compelling and meaningful stories in sound, and to perform in a way that allows for every gig to be at the same high standard as the recordings, but also to then be released as a unique event for those who couldn’t be there.

There is in music scholarship a large amount of energy and effort given over to people’s perceptions of the relative merits of the experience of live vs recorded music – the idea that a live recording has no value because it doesn’t capture the atmosphere and the experience, or the idea that a live gig can never scale the heights of the production of a well conceived recording. That, to me, is an entirely false dichotomy that misses the interrelatedness of liveness and the documentary process. A record is different from a gig, in the same way that a meal is different from going to the park. They serve different needs, and the availability of the experience means that they have wholly different levels of exclusivity in terms of who may experience them.

A gig is geographically and temporally bound to the where and when of its happening. A recording is wedded to the technology required for its experiencing and the emphasis that tech brings to the sound as envisaged by the person recording, mixing and mastering it. A live recording isn’t comparable as an experience to a gig because one is repeatable and relocatable and the other is not. But the possibility of RE-hearing an improvised show you were at is a magical one. The option to experience and compare multiple nights across a fixed time period, to compare, to listen again, to even transcribe and learn the music if you’re a performer – to do that without the frankly ridiculous limitations to the time required to manufacture product, distribute it, market it, promote it and then focus ones energies on drawing attention to it – that is an amazing, breathless liberty.

There’s no such thing as ‘creativity free from influence or constraint’ – the mythology of the entire liberated auteur magicking music from the ether is a marketing construct like any other, elevating the creative path to that of the alchemist. Instead, if we’re aware of them, we can deliberately curate our influences and shape our context to best create the affordance for the kind of creative exploration that feels most meaningful to as at any one time.

My own path requires me to stay as unburdened by my own history as possible. ‘Solo bass’ carries its own set of expectations and distractions that I try to remain conscious of. I’d hate to have a hit record that brought with it an audience offering the promise of economic enrichment for my willingness to tread that same ground over and over. It’s not that songs are bad, or that touring with a setlist is some lesser creative path. That’d be both offensive and wholly disingenuous to try and elevate small scale improvised performance to some loftier creative plain.. But it is MY path, it’s where my curiosity leads, and it’s the area within which I can best explore how to soundtrack the world in all its beauty and desolateness.

And the Bandcamp subscription is UTTERLY vital to not only me being able to do that, but to helping define that emerging sense of it even being a possibility. It’s a very different way of thinking about the purpose and value of performing and recording, of developing my creativity and presenting it to people for their enjoyment, edification and often bemusement 😉

So thank you. Thank you subscribers, thank you Bandcamp, and well done if you’ve read this far. Send me an email and I’ll send you a download code for my latest album as a reward for actually reaching the end of this 😉

Subscribe now at stevelawson.bandcamp.com/subscribe

On Reaching Milestones, and The Virtue Of The Small

So, last month my Bandcamp subscription reached a milestone – for the first time, the gross income from *just* the subscription was bigger than our annual rent on our house (which is also where Lo and I make music). That doesn’t include Bandcamp’s portion that gets taken off, but milestones are still fun to acknowledge and give us a sense of movement, progress and a way of benchmarking the journey towards creative sustainability.

Then yesterday, I reached 250 subscribers. Or rather, 250 concurrent subscribers. Over the last 5 years, people have subscribed a total of 362 times, but some have let their subscription lapse (quite understandably feeling that they have enough Steve Lawson music by that point 😉 ) and others (a very pleasing percentage!) have let it lapse and then resubscribed later on when the new material looked too tempting to miss.

Now, what’s super interesting here is that the first stat – paying your rent with digital music – is the kind of statistic that’s often used to denote the viability of a musical enterprise… The most commonly used benchmark is ‘minimum wage’, but we’re always looking at real-world representations of music earnings. And in the age of streaming revenue, the point of those stats is generally to suggest just how far out of reach the size of audience required is for most artists. That to get US minimum wage solely from Spotify – according to a deeply flawed and probably out of date infographic from Information Is Beautiful – an unsigned artist (read: owns everything) would need 170,000 streams A MONTH. And that’s gross earnings, not net. There’s nothing in there factoring in the kind of ad-spend required to actually build that audience, or the way pursuing streaming audiences screws with touring economics, and how many other (properly paid) people we’d need to take with us on a tour that would help us build that audience… So my first stat about paying rent is one that plays well into the metrics of success that we’re wrestling with in the wild west of the digital music economy.

The second one, however, is ridiculous. 250 subscribers. an audience of 250 is tiny. A YouTube video that’s had 250 views doesn’t even register on our radar. A tour that had 250 people in the audience across it would be great if it was less than 5 dates, but as a gross figure for a longer tour, nah… 250 people isn’t a great deal…

So why is it that both numbers make me so happy? Let’s take a break to hear a tune:

This is the third track from my first album. Recorded live at the Troubadour in Earls’ Court in early 2000. My second-or-third gig there… The title is a reference to an idea explored in Benjamin Hoff’s book The Te Of Piglet – the follow up to the best-seller The Tao Of Pooh. The Virtue Of The Small is a pretty central Taoist notion, and invites us into a new (old) way of thinking about things. About specific things, but also about generalities. Valuing smallness runs counter to the economics of capitalism, and obviously to the attention economy of the digital music era. Smallness can be understood as advantageous in many ways, but for me in relation to the size of an audience, it’s about two things: community and expectation.

The community part is about managing relationships and being available to the people who are interested and invested in what I make and the how/what/where and why of it all. Realising that ‘the music’ as in, the recorded sounds, are only part of the experience was a pretty big moment. The build up to it started with my first album, and what was happening on this website before my blog – I had a news page (see image 🙂 ) that started out as gig dates, but soon started to feature commentary on what had already happened, trying to create a context, an expectation, and to explain what people were about to hear – both in order to help with the imagining of it all (this ‘everything live’ approach to music making was there right from the start, and all but one of the the tracks on the first album are single live takes – the last one was still single unedited takes, just one of them was an overdub – a fact I took great pains to explain…) but also to create an interest in it – back then, looping was a circus trick that had its own magic, so the explanation wasn’t just so people who were already listening would get what they were listening to – it was the ‘roll up, roll up, see the amazing looping bass guy!’ bit of the story. And in those nascent web-days, it played well. I had my fair share of angry email from dudes with Big Opinions about what you should and shouldn’t ever be allowed to do with a bass, but by and large it was a successful process.

In 2002, I did a tour opening for Level 42 – some of you reading this blog will be here either wholly or in part because you found out about me around that time. If you want to connect with a massive global audience of bassists, opening for Level 42 is probably in the top 5 fastest ways to do that. But it also brought with it a bunch of quite unwelcome constraints. Opening for a big band like that made the rambling long-form improvisatory approach that has been my gigs up to that point untenable – you have to connect straight away or people wander off (interestingly, I heard Zoe Keating, who I knew back then through the Loopers’ Delight mailing list, tell exactly the same story about opening for Imogen Heap) – there was a need to be condensed, immediate, to grab people. And across that tour, I got pretty damn good at that! My between song chat became sharper (some of it was really terrible early on in the run, not really knowing that the kind of nonsense you can say in a venue to 20 people doesn’t connect at ALL in the Royal Albert Hall) and the tunes became way more focused… And the music lost almost everything that was fun about it.

I remember finishing the tour, and a month or so later getting my first PRS (Performing Rights Society) cheque for playing my own music on those gigs – in the UK, whoever writes the music that’s being played gets a percentage of the ticket price, support act and headliner both. So while the tour itself did OK thanks to some really good CD sales nights (the small fee for each gig just about covered my travel and the amount I was required to pay the soundman for turning up a fader at the start and off at the end 😉 ) the PRS cheques were huge… I think over the next 18 months or so, I was paid about £11K for that one month of touring. So the temptation was to think ‘wow, two of these a year, and I can pretty much live on that and not have to scrabble around from month to month eking out a living!’

But, as I said, it pretty much ruined the music. It was so great to have the bigger audience, and there is a real buzz to having played those places. But the reality of being that far away from the people listening to me, and being that disconnected from any of the context (I, obviously, wasn’t booking the venues, wasn’t in any way involved in any of the organising, and only really got to hang with people by heading out to the merch table after my set – so the encounters all came with a commercial undercurrent) was a long way from everything that I really cared about as a performer. I’d got used to chatting to my audience, not shouting ‘Good Evening Bristol!’ at them.

My response was to spend the next few years trying to find the balance, and my records were a mixture of massive spacey improv and shorter melodic improvised pieces that I could re-learn and perform as a setlist. And that stuck for most of the next decade. That tension between wanting to just improvise – the records (except maybe Behind Every Word) being almost entirely improvised (I recently put out the first version of Grace And Gratitude as a subscriber release, which I didn’t have the tools to mix and master properly back then, so it was re-recorded) and playing tunes live because that expectation of a set list and the desire to sell CDs at the end of the gig of the tunes that people had just heard – that tension was present in all that I was doing then, but given that I was still recording everything live and allowing things to evolve in a live setting, it was all fine.

The turning point for me was touring with Daniel Berkman on the shows that became FingerPainting – our 10 album set of literally everything we’d ever played together. On those 10 shows, the only thing that didn’t get released was the solo tune that each of us did at each gig. We did them partly to give each other a break, and partly from that commercial thing of letting people know what else you do so they’ll buy stuff at the end of the gig. At the time my most recent album was 11 Reasons… and I played something from that at each gig.

When I came to listen back to the gigs, with a view to mixing and mastering the music, it was startling just how consistently my solo tune was the creative low point of every gig. Daniel and I have a quite extraordinary chemistry – he’s one of my favourite musicians anywhere on the planet, and our taste and improvisatory impulses overlap in some near-telepathic ways. So that point when I go back to remembering a piece of music, and disengage from that flow-state of being in a place at a certain time with a specific group of people and making music FOR there and them, that was a moment of ‘meh’. I played the piece OK each time, it just wasn’t music FOR there. It was music to sell other music. And that’s a shitty reason to make music. I get why people do it – we don’t have the option of ‘escaping’ capitalism or its demands on us – but in the moment, it was so stark, that contrast between the spiritual/metaphysical experience of soundtracking an encounter and exploring all the things that had to go on between Daniel and I to make it possible, and that moment of ‘now I’ll see if I can sell some music with this nice tune’. Nope.

So I made a commitment at that point to go to all-improv shows. No more playing my own pre-written tunes. I’ll occasionally do a cover, if it’s something I don’t know too well and the improv impulse is still strong, but mostly, I’ll do whatever the space we’re in asks of me.

That coincided with the emergence of the Bandcamp subscription which became an affordance for a completely different way of thinking about the purpose and method of releasing music. I had had some input in the run-up to the Subscription service being launched – meeting every January with Ethan Diamond, Bandcamp’s founder, and making suggestions and requests (many that were taken on and others filed away for when they have time for my esoteric demands 😉 ). When they came to launch it, I was one of the three (I think) artists who got to trial it for a time before it was rolled out as an option.

And all of a sudden being an improvisor was a HUGE advantage. I wasn’t in the business of spending months in the studio writing, crafting, sculpting a set of songs that were then recorded with session musicians and engineers. I’d specifically spent the previous 15 years learning how to turn my studio and live set-ups into the same thing and learning how to mix and master my own music. I even did a course in mastering to be able to do it properly. The confluence of creative intention and platform affordance was properly amazing. I could record every show, and every show’s music was different. I could generate a huge amount in terms of value, and I now had a space in which to tell the story of why and how to an audience who weren’t being blocked from seeing it and engaging with it unless I paid for every message. (this was another thing I first did properly with the FingerPainting project, writing long sleevenotes to accompany the release that gave context to everything that was going on with it). There was no disconnect between access to the messaging and access to the music. It was all happening in the same place and the access mechanism was subscribing.

So in setting the price of subscription and the minimum offer, I tried to find a place that made sense of what I was offering in relation to the value concept of ‘albums’ but also which allowed me to be really generous with my subscribers. I really didn’t want people to have to pay more just because I was on a roll. At the time, Patreon had a thing where people paid you for each thing you did – each track or YouTube video… That was so far from what I wanted. I wanted a fixed annual subscription, a minimum offering, and the opportunity to release anything that was worth releasing. I didn’t want to feel pressured to release stuff just to meet a quota, but I wanted to space to be prolific when my creative life afforded it. So the offering is, I think, two public and two exclusive albums a year, and last year I actually released 10 albums. Plus video, and a whole load of amazingly useful conversation with my subscribers. And because there are currently 250 of them, I can reply to everyone. I can handle them replying to things in multimodal ways. My last question to them about doing limited run CDs resulted in me getting replies on the subscriber thread, tweets, FB messages, email, email-via-Bandcamp, conversations in person at the Bass Show this weekend, and a mention in a phone call… We can work this all out as a community.

Which brings us to our second point – the first was community, we get to talk about the music, and there’s a palpable sense that each person is a meaningful and measurable influence on how I get to make music, and is part of an ecosystem that makes a very specific and non-standard kind of music possible. The second – closely related – point was expectation.

I recently visited the FB page of a friends’ band. They’re in a thrash band in the US, and were trailing their new album by posting videos from the studio. Almost every comment (over 90% of the comments) were expressed in the form of demands relating to the kind of music the poster wanted from the band… ‘yeah! It better be brutal!’ ‘hope you’re back to the heavier shit you used to do’ ‘man, that sounds great, hope it all sounds like that!’ ‘I’m not buying it unless it’s heavier than the last album – that was some lame shit’ etc…

Literally zero sense that the band are creative people making their music available, instead an incredible expression of fan entitlement to demand that the band conform to their expectations.

I occasionally get YouTube comments that drift into the same area. Back in the 00s I used to get a LOT of ‘you know what you should do…’ emails – ‘hey, Steve, do a record with a drummer!’ ‘dude, you need to do an all ambient record’ ‘hey, do a whole thing of tunes from films!’ ‘Why don’t you do a jazz standards album?’ – just nonsense that – being generous – came from a place of people enjoying what I did and wanting to engage with it, but mostly felt like people I didn’t know telling me how to do my job. I mean, those are LITERALLY the conversations you’d have with a record producer if you had one. Not the kind of thing that’s useful from some numbnuts on a bass forum.

So, how does this work out with the subscribers? You may think that given their level of investment in the music, they’d be pretty entitled about their role in it and make demands. But no, the nearest that gets is ‘oh I love it when you do music like that!’ – I do know which of my subscribers dig which of my modes of music making the most. I have one friend who’s been part of my solo music journey since the very beginning who *hates* samples of vinyl crackle. But has never said ‘don’t do that!’ because the expectation is that it’s all part of a community enterprise and the commitment on both sides is to making the art and the relationships around it possible. There’s no unit price on each album so if there are things on this album that someone doesn’t like, they’re not going to go ‘this wasn’t worth my money’, because the value is across a year, and includes the experience of making music possible, not just acquiring an artefact…

Many, many of my subscribers are friends – a significant number are people I’ve met at gigs after they’ve become subscribers. Some have studied bass with me, some are colleagues, music makers, people whose music I love, even people who are on some of the albums. There are even journalists on there who’d have a better claim than anyone to actually requesting download codes for it all, but get that being a part of it matters.

The reasons for people jumping in and being a part of this are rich and varied, but that range makes for an incredible space in which to create – it gives me a degree of economic latitude not to have to think about how to market a particular thing (I even get super-lax about the public albums – I lined up basically no reviews of The Arctic Is Burning 😉 ) And I get to imagine the subscribers as an audience even when they aren’t present. Everything I record at home is video’d – the camera is the proxy for the subscribers. They get to see it if it comes out, and that’s their eyes as much as the laptop is their ears. I could livestream it, but they’d have to tolerate a lot of faffing between pieces 😉

So, sustainable economics out of micro-communities. I’m so incredibly grateful to get to do what I do, but so fearful that we’ll end up in a place where everyone expects to get ‘music’ from a streaming app and loses sight of the value of small-scale, low-stakes, community-based music making – the wider experience that Christopher Small named Musicking. The space to creatively explore within the bounds of a curious community instead of targeting a specific playlist, the space to tell little stories instead of grand gestures. The space to put out things that are interesting but broken because they have a story that makes them valuable, even if they’d fail on the radio or a recent releases playlist… I have some music on YouTube, but none of any of the commercial streaming platforms. It just doesn’t make any sense when my entire focus is this community. I really wouldn’t *want* 170,000 monthly listeners. I wouldn’t want the expectation they’d bring, the admin, the inevitable sense that they were supposed to be there and that I had to do things to keep them. Nope. I’m way happy with this life less ordinary 🙂

If you want to join the subscriber family, we’d love to have you. If you’re already in it, or have been at one time, thank you. Thank you from the bottom of my heart. All this music exists because you made it possible x

One last thing – December 15th is the TWENTIETH anniversary of my first ever solo gig at the Troubadour. So I’m doing a special anniversary show at Tower Of Song here in Birmingham. Stick it in the diary now, more details ASAP 🙂

New Album, New Essay, New Adventures In Art Making

I’ve just released a new live album for my subscribers – it’s the recording of my set at the Belfast Guitar Festival a couple of weeks ago.

But more than just being a live album, it comes with a 3000 word essay – a reflection on the experience of playing there, and of listening back to the music afterwards. The album is probably best thought of as the soundtrack to the essay.

The joy of all this is having the latitude to experiment with things like this – in a conventional release schedule, this gig wouldn’t have been released, and the story wouldn’t have been told even if it was… If I’d put it in on my blog for people to read, the album and the essay would’ve been in different places and only a tiny part of the possible audience would end up experiencing them both. Bandcamp allows me to bundle the two together (the PDF is downloaded with the album, though I’ve offered a Dropbox link to it for those subscribers who do most of their Bandcamp listening in the app). I have a lil’ community of relatively focussed listeners who I can invite to think about and talk about the wider experience of playing improvised music to a festival audience that are unfamiliar with my music, and to contemplate why the music ends up being the way it is…

If you want to get the album, along with 48 other albums, and a couple of other PDF books, and a load of subscriber-exclusive video, head to stevelawson.bandcamp.com/subscribe – come join the fun! 🙂

Creative Freedom And Your Audience

[Warning: LONG read] I’ve just got back from a properly brilliant academic conference exploring Audience Research In The Arts – Audience research crosses a whole ton of disciplines and sub-disciplines, from sociology and anthropology to musicology and the science of memory. It was so invigorating to be around a massive group of people much smarter than me all trying to understand and illuminate different research angles on Audiences – who they are, what they do, how to reach them, the spaces they occupy and what those spaces mean, how they influence artists, and what kind of things they like, dislike and respond to… A dizzying array of magical goodness. If you want to see exactly what was on, here’s the conference program.

The main thing I brought away was a huge pile of methodological considerations that I now need to research and write up in the hope of getting back on track with my PhD, but there are a couple of things I want to think out loud about here. The first of them is this idea of creative freedom.

There was a really interesting paper given about contemporary composers and their variable perception of who their audience was and whether or not the only opinion that mattered was actually that of their peers. The starting point for it was this essay by Milton Babbitt that suggests ‘normal’ listeners aren’t sufficiently clever to understand the arcane workings of contemporary classical composition and that’s OK. The research project in question found a spread of opinion amongst the composers in its research data, but the bit that most intrigued me was the prevalence of uncritical takes on the concept of ‘creative freedom’ as an active state explicitly free from audience consideration. Given the many other research projects being presented that looked at imagined audiences, ad hoc audiences, that explored some of Bourdieu’s theories on how culture operates as an audience context for work created within that culture, and the 50 year history of reception studies acknowledging that even in broadcast media, the audience reception of a piece is an aspect of its production (creating a feedback loop), the uncritical lean towards the concept of artistic freedom seems particularly odd.

All the more so because it is utterly central to what I do to consider my audience and their relationship with the work, with the context within which the work is produced, even seeing our community of makers and listeners as ‘the work’. I have pretty much no interest in ‘purity’ as an artistic aim, and even authenticity I interpret in an Erving Goffmann sense, to be about consistency of messaging and intent across different “presentations of self” rather than as relating to some fixed notion of creative agency.

Because, of course, I have by the standards of contemporary music making, a ridiculous amount of creative autonomy – I have no label, no manager, no band, no commissioner, no funding body, no institution… I’ve built a set of tools and skills over the last 30 or so years explicitly designed to get to the point where I have the absolute minimum marginal cost for music making. I get to do whatever it is that I feel is interesting and worthwhile in my creative life. So when I started on the path to funding that journey through a subscription, it was with the explicit intention of becoming MORE accountable and visible to my audience rather than more independent of them. There is now a community of people numbering only a few hundred who are collectively responsible for the financial viability of my current work mode, but who are also the social context for me understanding what it is that I’m up to. Because, as anyone who has spent any time attempting to uncritically discuss intention with musicians will know, musicians with any degree of success are mostly terrible at articulating the honest/real/material/social context for how and why they do what they do. I have so many dear friends whose explanation of their process, aims, career and relationship with the culture and economy that they operate in bears zero relationship to anything you could actually measure.

As an avid reader of the music press from the age of about 11 – starting with Smash Hits and Number One, and moving through Kerrang and Metal Hammer, then onto the NME, Melody Maker and Sounds, and eventually to glossies like Q and Vox and Word before finally ending up with online magazines and blogs, I’ve always been fascinated by the importance of wilfully delusional thinking in the self-mythologising of musicians (and of course, the enabling role that the press have played in rewarding the sensational, rarely if ever offering any kind of meaningful behavioural critique of rock excess, and building an economic model for themselves that relies on the amoral documentary work of celebrating sociopaths as iconoclasts). Indeed, that self-mythology often exists to justify (to themselves and the reader) their abhorrent behaviour towards fans and peers, but it also serves a less dystopian purpose in creating a space in which their own mythology can feed into work that desires for itself an absence of doubt and an abundance of self-confidence. It is, after all, pretty much impossible to apologetically play an arena or stadium show (perhaps providing one explanation for the prevalence of cocaine use amongst creatives, as a counter to self-doubt in an environment that eviscerates the doubtful). Even the glorious self-effacing asides of performers as engaging as James Taylor or Paul Simon rely on the reality that here is an audience made of thousands of people willing to spend significant chunks of money to hear this incredible band of musicians. There’s almost nothing to be won or proved, just a glorious legacy to be confirmed.

So what happens when your musical journey requires an ongoing dialectic of instability, questioning and perpetual forward motion on one side and a community of support and informed care on the other? How does that marry with the quite specific economies of scale that define the relationship between music as a product that accrues nostalgic magnetism over time through repeat exposure and the larger performance contexts within which it resides? Can we move beyond those growth/scale metrics of success to see the audience as the community vessel within which the work exists? In the same way that U2 or Coldplay songs can sometimes sound ridiculous robbed of the sense of meaning that 80,000 people singing along can lend to even the most banal of sentiments, is it possible to create work that only makes sense within a community invested in being the embodied vessel for the work?

The level of listener engagement required to make sense of my recorded output is at odds with both a commercial recording-as-product-to-be-marketed understanding of what recordings are ‘for’ but also with the idea that I should have a group of expert peers who should tell me whether or not what I’m doing is significant within its elite field. I mean, I DO have those reactions – I have a commentary going back 20 years from experts in the field saying nice things about what I do and how I do it, and it would be wholly spurious to attempt to downplay the significance of press and radio coverage, or the endorsement of musicians like Victor Wooten or Michael Manring or Danny Thompson – but that’s not the ongoing purpose of the work. I rarely send any of those people or media entities links to my new work. They have the same invitation as anyone else at this point to engage with the subscription for what it is if the work, the story of the work and the broad idea of the work and its processes and contexts has meaning to them beyond a request for a quote that I can use to perhaps validate the experience of another listener who likes what they’ve heard but in the parlance of High Fidelity, isn’t quite sure if they should…

So, my subscribers are deeply and utterly integral to the work. Our relationship is in one very real way ‘the work’ in its entirety. The recordings are a documentary process, a soundtrack to a community who either listen to recordings from afar, or show up for a set of sparsely attended but intensely enjoyable and communal gigs. The recordings are, by sheer virtue of the increasingly unknowable volume of the back catalogue, an unfolding narrative comprised of episodes rather than being best experienced as a series of products designed to build on the commercial success of the previous one and relate to the changes in culture and media in an explicit way.

It’s closer – perhaps – to a steady state economic model for music making, in that there’s a very low bar for economic viability (the project is viable at this level with 230-ish subscribers, and would be entirely sustaining of my family’s economics at around 1000 annual subscribers), and that is both a hindrance to growth (in that the point of economic engagement – and access to the vast majority of the catalogue – is your first year’s subscription fee of £30) but also is (in Bourdieu’s formulation) a position taken in opposition to the prevailing quest for an ever expanding streaming listenership, where 250,000 people contributing fractions of a penny per listen each is the aim. There is an affordance within that model for a specific kind of creative-economic aspiration, and it’s not one that favours the kind of thought process, time scale, work/life balance or narrative context that interests me as a creative person.

Given that ‘creative freedom’ is a mostly nonsensical formulation acknowledging the complexity of influences that we’re all consciously and unconsciously subjected to every time we even think about music let alone engage with activities around making it and learning how to make it, I’m happy to hitch my music waggon to a community model that brings with it an affordance for a more reflective mode of music making, and a more episodic, decommoditised context for the releasing of recordings. It’s not like the subscription itself isn’t still a ‘product’ or commodity – it has a price and with that price comes a perception of the value of the offering in relation to that price, but what’s beyond that as an experience both live and recorded is what my PhD is all about… I’m currently about 18 months behind where I should be with written evidence of what I’m up to, but the thinking (and non-official writing) part is pretty well developed. Hopefully there’ll be a bunch more shows for y’all to come to in the very near future…

Anyway, the one open-ended question at the end of this is directed at current, former and perhaps even future subscribers – how does that lot map to your experience of being a subscriber? Is it just an economically meaningful way to get a bunch of music that you can’t get elsewhere, or is there more to it? Answers in the comments please 😉

New LEYlines Album Out Now – LEYlines IV – with Two Ways To Get It

Phi Yaan-Zek, Andy Edwards and myself are LEYlines. Or we do LEYlines. I’m not sure whether LEYlines is an entity or a process, but whatever it is, LEYlines is us and/or how we make music 🙂

And we have a brand new live album out, recorded at Tower Of Song in Birmingham in 2017. This is the first set, and the second set will be out next month, as LEYlines V! And there are two ways you can get it:

Firstly, it’s out as a stand-alone Bandcamp release via Phi Yaan-Zek’s page: that’s where you can listen to it and buy it, and Phi’s running a special offer to get LEYlines V with it too (when it’s out next month). Here it is, hit play and stream it while you read the rest of this:

Alternatively you can get it as a subscriber to me on Bandcamp – it comes with different artwork (pictured), and as a single track instead of being chopped up Phi-style, but it’s the same music.

BUT you’ll need to subscribe this week, cos next week, it’ll cease to be part of the back catalogue offer for new subscribers – all existing subscribers will keep it (there’s no mechanism within Bandcamp for taking stuff back – it’s yours forever once you’ve got it!) but this won’t be part of the bundle you get for signing up after the weekend. If you want it then, you’ll have to buy it from Phi even if you subscribe at a later date…

So, go check it out, then have a look at stevelawson.bandcamp.com/subscribe for the rest of the info on the Subscription. It’ll be more than worth your time and money 😉

Music For Patient People In Hurried Times – An Exercise In Futility?

As part of a module that I’ve just finished teaching, I’ve had to spend a fair amount of time thinking about the ways that the context within which we experience music impacts both how people listen and how musicians make their art.

Streaming services have provided one of the biggest changes to the way many, many people listen in modern times, for a number of reasons. Lowering the barrier to access such vast quantities of music brings with it the potential for option paralysis – not knowing where to start when looking for music – and also the desire to browse, either through a lack of trust in your ability to make a worthy commitment to a particular album (‘what if I’m listening to the wrong thing??’) or just ‘because it’s there’ – the world is full of incredible music, why not try and hear as wide a range of it as possible?

The finite nature of paid-for record, CD, tape and MP3 collections came with a built-in slowly expanding set of music that we got to know over time, and the financial commitment often led to us spending more time on an album that we maybe didn’t connect with immediately, but had spent the money on so we were really going to give it time to settle in before admitting we’d wasted a tenner on it… That’s less of an issue when everything else is just a click away for no additional cost, and those albums are co-present with thematic, generated playlists that can often be experienced as more appropriate for a particular activity or context than whatever the motivation was for a particular band to sequence their album a certain way.

The social utility of music has always been a key factor in both its commercial success and the amount of time we end up committing to a particular recording, but now that those social functions can be outsourced to an algorithm, we can pull up playlists for writing, sleeping, partying, exercising, walking, driving and anything else that comes to mind…

On the other side of this equation, we have an economic environment where Spotify (and I’m assuming the other streaming platforms) pay out ‘per track’ rather than based on a per-minute royalty allocation (which is how radio works), and that you need to get 30 seconds into a track for it to be paid out on… So for artists, it makes precisely zero sense to make 40 minute ambient songs and put them on Spotify. That’s a single royalty payment for one track for a person listening to your entire album. Which when compared to an album with 20 or more tracks on, as is the case with many artists from grindcore (the reissue of Scum by Napalm Death has 56 tracks on it, though 8 of them are too short to get paid for ) to hip hop beat tapes and mixtapes ( J Dilla’s legendary Donuts beat tape has 31 tracks) – trends towards loads of short tracks paying way more than artists who record long tracks are inevitable, and deeply understandable when the payouts are already perceived as so small. It also stands to reason that packing the front end of a song with hooks is more likely to keep people listening who are browsing than a song with a long intro might. I can’t really imagine Halls And Oates’ She’s Gone being considered a smart production choice for a single in 2019…

So, is it insane to still record and release long, involved, complex music in the age of 45 second songs on streaming platforms?
Of course not! For a number of reasons – firstly, your art is your art, and you (I!) need to make the music that you feel needs to exist in the world. I’ve already massively limited my potential audience by being an improvising instrumental solo bass guitarist. That’s pretty damn niche however you slice it. And because it’s niche-by-design, I only need a TINY number of people – in the grand scheme of things – to make it viable. I’m not trying to top charts, win awards, get on the cover of magazines (that happened by accident 😉 ), I just want to keep making the music that matters to me. And the few hundred people I need to be interested in what I’m doing in order to make it viable are statistically insignificant in terms of the wider music industries. The demographic that will find what I do interesting, and have the patience to listen to music that requires time and attention to full encounter is not the same that is skipping through the 25 tracks on the new Migos or Kanye album while deciding which playlist to skip to next and showing up in the data analysis that Spotify are doing of the top 40 most listened to artists that month…

Global trends in music are of almost no significance to what you do as an artist unless you’re trying to have hits. While Bandcamp are still paying out over $9 Million dollars a month to artists, that’s an album buying audience that you can pursue strategically, while ignoring the bits of the economy that patently don’t work for you. Lots of artists have seen a drop in sales over the years, that’s true. But my observation is that VERY few have tried to meet their audience in the middle in any meaningful way. Charging £10 for an album is hardly a strong enticement to steer towards download sales instead of that same £10 providing access to Spotify’s vast catalogue ad-free for a month… And of course, the best way to talk about fandom is to demonstrate what fandom looks like. My Bandcamp fan account is as much a part of my Bandcamp economy as my artist page…

What you may find you have to do is make the case for people listening to you before they actually listen to you. That’s the job that used to played (and is still to some degree played) by radio, magazines, reviews, etc… But there are way more artists than there are media outlets, so you need to be prepared to tell that story yourself. It may be that you use streaming platforms to build that interest in your work – there are a ton of strategic uses between ‘all’ and ‘nothing’. I chose to put nothing on streaming platforms because the context for my work is deeply important to me – it needs to have the writing and the conversation attached. I’m genuinely not interested in having a faceless, unknown audience. I like being in a position to talk to them, and get to know what they like… That’s not the only way to be, it’s just what works for me, and I’ve found my tribe of patient, curious listeners, and I test their resolve by releasing more music than most of them can keep up with 🙂

But the community is growing every week – it’s steady growth, and it went past the point at which it was sustaining of my music practice quite a while ago. It’s never going to make me rich, and may never end up being a thing that I can live on exclusively (though it would only take another few hundred subscribers a year for that to be the case… 🙂 ) but it makes more music possible, and that’s what matters. To me. To make the same amount on Spotify as I have on Bandcamp over the last decade, it would’ve taken over 11 million streams. That would’ve required landing tracks on high ranking playlists, which would require making music targeted at high ranking playlists… That pull towards algorithmic homogenisation is not one I find useful or interesting as a listener or a music maker, so I’ll continue to experiment in other directions, and invite listeners to come with me.

If you want to find out more, head over to stevelawson.bandcamp.com/subscribe