~ Creative-Biz Tips! ~

My 2nd career:?though I'm a longtime pro writer, I also became a musician in mid-life with no musical background – and with an instrument that is simple to play, and with ongoing magic.

But...music for a newb as a business?? Believe it!

Here's some of my "how" – and these general principles, approaches, ideas and methods may be adaptable for other arts and small businesses:

?? 1) Distinction, with wide appeal. I soon found out the mountain dulcimer has a truly global appeal, evoking the instruments/sounds of many diverse lands and cultures. Excellent for a city like Toronto (world's most multicultural metropolis), and I really built on that.

And people of all ages, inclinations, walks of life love the dulcimer. Seniors reminisce their parents had one; musicians might hear Rush/Led Zeppelin, jazz or bluegrass in what I was doing; children dance to it; others meditate to it, or go for my medieval sounds.

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?? 2) Marketing as B2B (business-to-business) rather than B2C (business-to-consumer). My act was mostly too "atmospheric" for the "three C's" – clubs, concerts and CDs. Instead, I targeted biz-people, event planners, gallery owners, etc. (hoping lots of consumers would enjoy it too!)

And no generic mailouts, ever. I've always researched the client/event and pitched them in a highly-personalized way, to make them feel that what I offered was perfect for their purpose.

It pays to take an individualistic approach, and create that feeling of 'special.'

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?? 3) Being a completely self-contained, complete 'act.' A small rechargeable-battery-powered amplifier, a lightweight folding seat of exactly the right height for a dulcimer lap. All easily totable, no electric plug-in or long cords needed. And always having two instruments, two capos, two pickups/mics, spare dulcimer strings...

There's (almost) no excuse for not being prepared and backed-up!

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?? 4) Going beyond technology to create magic. I hide the amp under masses of lovely (dollar-store, artificial) flowers, or under a horse blanket for a historical Pioneer Village gig. The folding aluminum seat I always use becomes a little "throne" when draped with rich cloth; my dulcimers are adorned with ribbons. My setup often gets photographed on its own.

If you need to use equipment/extra things, try to make them blend in – or give them a magical life of their own!

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?? 5) Power testimonials. My playing at a federal-political BBQ/show resulted in Canadian MP (Member of Parliament) Roy Cullen, MC of the event, becoming a corporate reference for me. I also had a certificate signed by other MPPs there – and accumulated other, diverse, client refs. It helped me get other 'corporate' gigs.

Get good, strong references, and build on that.

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?? 6) Creating flyers/signage with info/details in nice fonts. The more basic info I could give without having to stop and answer questions, the happier were my clients, who often were paying me a handsome hourly wage to play. (There was still some Q-and-A.) I've tried diverse approaches too, from olde-Christmas-y to modern funky.

Devise attractive ways to promote what you do...though I admit I try to hand out less paper these days. Folks are more likely to snap a phone pic of it.

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?? 7) Persistence! I sent?my music info (always updated) several times to one historical site over a year or two. Eventually, when their regular late-18th-century trio had to cancel, the site's catering manager called me to fill in! By then, they knew well what I did, and that was the start of about a dozen delightful long-gowned, well-paid gigs there.

Persistence pays!

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?? 8) Appropriate wardrobe, classy separates. Casual corporate for many events. A long period skirt with "sweep" for medieval and pioneer gigs, paired with bodice or Victorian jacket. For a 1960s gig, psychedelic leggings; for artsy events a stenciled spray-painted top. I found some gems in historical/vintage/thrift clothing stores, also at local theatre costume sales.

Spend time finding diverse, exactly-right items and accoutrements. They can be that 'cloak of courage,' help give that boost of comfort and confidence!

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?? 9) Being open to diverse opps. Historical sites, art galleries, churches, caregiving facilities, whisky-tasting extravaganazas, small films...and backing a rap/hip-hop recording! Actually, it didn't happen (client disappeared) – but I was tickled to have been asked. Each opp might involve a different approach, but what was always consistent, was lovely, distinctive atmospheric music.

See how flexible your specialty can be!

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?? 10) Fulsome thanks in follow-up to the client/event planner. But more than that – I'd always try to indicate specifically how their guests had responded to the music and what they said about it – and I sometimes "congratulated" the client on creatively choosing such music for the event.

It's so important to show gratitude and appreciation to the people who hire you for special events, and pay well (but also if it's a special pro bono event :)

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?? 11) Keeping in touch with clients, sending greetings and neat items, suggesting a particular new/tie-in musical angle for dulcimer music to benefit them. E.g., I really pushed the "mystical middle-earth-musical" aspect when stage show Lord of the Rings was here in Toronto in 2006.

Keeping up regular correspondence, too, means you just might land in their inbox when they really need someone like you!

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?? 12) Offering a creative bundle of services. For many events, I offer to assist with promo, traditional-media and online (as a pro writer, journalist and publicist, I have a background in this). I know the multicultural dulcimer is a good draw, but I also try to do full justice to the event overall – and clients and media seem to like the combination.

Ask yourself "What else could I do for this event?"...even if it's 'just' referring them to a great supplier, etc.

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And in doing publicity for my new Celtic-music book in 2005, I often used the dulcimer (a "stringed bagpipe") to enhance my segments. Wonderful eye- and ear-candy for TV!

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?? 13) Being a pro. Most clients had not heard my music before they booked me! I had described it so well, for their particular event, they were hooked. Being a longtime writer helped – but it also came down to letting them know it was about more than lovely sounds:

It also was about my being professional, with good refs, dress-code-savvy, fully self-contained with compact sound equipment, ready to set up in minutes – and to mingle with guests (if encouraged) or to melt into the shadows. I took my cue from my clients.

Still, l always had plenty of creativity, within guidelines, to bring the music forth!

And I treasured client feedback – such as that from Donald Smith, American NFL/CFL football cornerback and fine artist (whose 1999 Toronto art exhibit/sale I played at): "Your music was lovely – but it never interfered with transactions."

Treasure what you've achieved, and focus on your strengths and selling points...like being self-contained, adaptable...and a creator of something delightful!

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?? 14) And yes, set specific dreams and goals for oneself. I had three biggies – to perform in a certain acoustically-splendid downtown church; to do a film soundtrack, and to play for our Prime Minister (nothing to do with politics, everything to do with prestige).

So how did I do? I ultimately was chosen for the 2001 premiere concert in this church's series of lunchtime concerts. I did two small-film soundtracks – for a Feng Shui video and a Fair Trade-coffee documentary. As for the third 'wish'...I did play for the Deputy Prime Minister (the Prime Minister's schedule nixed his being at the high-profile BBQ in question.)

BTW, all these things came about in the quirkiest of ways! Of course, though, I had been doing music long enough that I was able to take them on.

Whenever I feel a little 'down,' I think of things like that. Remind yourself of how you've made dreams come true through application and inspiration.

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?? 15) Diplomacy. E.g., for a Mother's Day event in a chronic-care hospital lounge – I knew many patients had no mother, no family. I created two songs, about Mother Nature and about "mother" being more of a feeling of loving and caring, something anyone might have. I always try to be tuned in to what's happening around me, too, and adjust accordingly.

Understand the event you're going into, be perceptive, and feel the satisfaction of the response that can bring.

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?? 16) Find opps to touch the heart and soothe the soul. I've played at "Out of the Cold" street-mission suppers, a women's shelter, long-term caregiving facilities, a healthcare centre with people there for life. (My mum volunteered here, and "the two Winnies" were a hit!). This instrument, and how I play it, truly seems to have a magic that can reach hearts and souls in a way words can't.

There likely are many opps around you where you can make a difference and bring joy with what you do!

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?? 17) Share the wealth. I found gigs for my classical-music pal with a Victorian pump-organ, my harp-playing acquaintance, the ballsy blues player, and guitar-and-mandolin duo I knew. I loved hooking up musicians with great, well-paying opps,?and?teaching them how to find great B2B gigs for themselves. (And clients remembered that I'd helped them out with "other music.")

It's good business and goodwill to try to help colleagues find fulfillment too. They may also return the favour :)

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?? 18) Take pride in accomplishments and work them into new opps. Besides providing memorable ambience for diverse events and clients, I've learned how to music-edit – make one short piece three times as long, with special effects, volume and pitch changes, other music overlaid on top, and much more.

It's gratifying to know I can do "soundtracks" (for small films, websites etc.) in a very simple way. Never stop learning and finding an opp!

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?? 19) Successful creative selling and accomplishment in one field can be carried over into another, with constant interweaving. I was a writer in business long before I became a musician. The two "crafts" constantly inspire each other – and still involve endless hours of application, improvement, achievement, discovery...and magic.

I'd also "posit" that if I, a self-taught musician in mid-life, can turn her low-key music into a successful, diverse biz with some stunning accomplishments...there's every chance I can help you with your biz, projects and promotion.

And after all, I was a writer and publicist long before I embraced the music life in my middle ages :)

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?? 20) And one final tip: be open to change. When an injury earlier this year lessened my ability to play dulcimer, I picked up a new olde instrument, the lyre-harp, and fell in love.

If I do a gig I'm likely to have both instruments. Switching from one to the other creates immediate interest, but the theme and sound are kindred...and creative!

Always be open to something new, as a substitute or enhancement...even as you continue to build on the specialty-in-itself you have.

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