Where Do You Fit In? The 12 Different Artist Types
A couple years back, my buddy over at Digital Music News wrote a great article about the many different levels of artists. I remember being quite impressed with the article and I decided to yank it and put it aside for future use. This morning while combing thru my many areas of “Artist Advice” the below article popped up again and I decided today was the day to post it on Daily Unsigned. I highly recommend all of you out there reading this to get signed up for the free newsletter from Digital Music News. Head over to http://DigitalMusicNews.com to get that going.
Where Do You Fit In? The 12 Different Artist Types
The direct-to-fan space is crowded, and that means more options for artists. But it looks like a number of companies are just starting to specialize around different types of artists – an early sign of maturation among competitors.
For example, Topspin is only working with artists that have considerable traction or backing, while CD Baby welcomes any DIY. Nimbit is currently dialed more towards professionals and serious musicians, according to CEO Bob Cramer.
But what are the different types of artists, exactly? That is, beyond the genres and musical styles? Most artists fall into more than one bucket, but here’s an attempt to describe the various levels.
(1) The Unsigned, DIY
Do-it-yourself (DIY), and totally direct-to-fan (DTF). Not affiliated, this soloist or band is handling mostly everything themselves. Typically very early stage, with very low levels of income but ample inspiration.
(2) The DTF With a Team
Still direct-to-fan, but with a team of supporters – compensated or otherwise – working the strings in a hopefully coordinated manner. The beginning of a more serious marketing approach, and at a more advanced level, a great model for creating and controlling different distribution, marketing, DTF, and even label partnerships (like Arcade Fire).
(3) The Professional, Gigging Musician
A dolled-up boy band can skip the musical talent. A tenor saxophonist playing jazz clubs in Chicago can’t. The professional has the chops to play gigs and make money, and can use DTF platforms to create better fan relationships and even expand income. But these are working folks, so f**k the fame.
(4) The Hobbyist
Maybe a serious musician in the past, now it’s just a recreational thing. This sounds like a good market to tap – after all, proceeds are typically coming from a day job, and everything is sort of a toy – whether a new tuba, TuneCore account, or Disc Makers-pressed CD.
(5) The Hobbyist-In-Denial
Essentially, an artist with little chance of generating a serious audience or sales, but carrying lofty aspirations nonetheless. Foolishly looking to quit the day job, if they haven’t already.
(6) The Signed Artist
Actually, DTF relationships matter for every tier of artist, but the signed artist has potentially serious resources to draw upon. Depending on the relationship, that means money, creative connections, and access to a (hopefully) knowledgeable team. This type of deal has traditionally been signed with a label, but can involve any company (gaming company, publisher, Live Nation, even an advertiser.)
(7) The Superstar Signed Artist
These are the ultra-elites actually selling out gigs, shifting hundreds-of-thousands of albums, and getting terrestrial radio play. Still less money than before and a tricky terrain, but a lucky spot for any artist these days.
(8) The Songwriter
Sometimes a performer, oftentimes not, this breed of musician is putting songs and lyrics together and hopefully scoring some hits. And, in the process, minting some serious publishing revenues.
(9) The Post-Label, DTF Artist
“Off label” can be a great category, depending on how successful the label was at building the artist in the past. And, some have the luxury of leaving quite successful partnerships – a prime example being Radiohead. Still, far smaller artists have ex-label equity to bank upon.
(10) The Producer
Typically behind the scenes, but oftentimes grabbing the spotlight – especially in hip-hop. Either way, this is a different type of animal, based on lots of connections to a range of different artists. That changes the contractual discussions dramatically, and also introduces a far broader range of revenue possibilities.
(11) The Legacy Artist
The glory days are over, but hopefully the revenues are not. Or, if they are, reunion tours and remastered releases are always tricks to consider. And, reawakening and recreating DTF relationships also makes sense. We’re getting the band back together…
(12) The Celebrity-Turned-Artist
A category we could live without. Is the musical world better because of Paris Hilton, Tila Tequila, or Shaq? Exactly.
I think this was a great article. As an artist who has been a singer\songwriter for over 35 years, your category of artist where just right on. (DIY) bands are out there by the thousands, and for people like me who like to listen to most of them, I too know that some are hard to listen to, but you must start somewhere, and so I call them Music Babies. I think Music Babies either generate some good music, or they revert back to playing (OPM) other people’s music. If it gives the band or artist a new edge to write better songs and performances, then getting good at nailing (OPM) is important in their music development stage.
(DTF) This I found interesting as, it is what we do on ReverbNation and other similar sites to get our music out to our friends and as many other music lovers to listen to our songs as this tool. Glad we have friends, and ReverbNation to get our songs out there for people to listen to.
The Professional, Gigging Musician; love this tip.
The Hobbyist; This can be everyone who is coming back to Music after a long time away, but with the digital world much easier for them to try to put some of their musical ideas out there again. I have heard some great music come from this group. It doesn’t make them a great live band to force people to listen to. Or to even think about quitting your day job for, great point.
The Signed Artist; Must be every band/Songwriters dream.
The Post-Label, DTF Artist; Great tips.
The Superstar Signed Artist; Interesting tip, and information.
The Songwriter; Now this one came home to me, and nails me to the “T”. You are right when you say we are a very independent artist, but do work hard on writing and some performing. Such as myself who plays, Sings every other weekend for the church. This is an extremely dedicated position, and performance is, and must be at your highest level. I liked what you sent me in a letter, about eye contact with the crowd, is completely right on. I was singing a solo using Tommy Walker’s version of “He Knows My Name”. I worked on the song for one year, just waiting to be called on to sing a solo. Having it memorized is important so you can look into the eyes of the people out there just wanting to receive a blessed message in song for praise. During both services, including men, we shed a lot of tears, which you can’t see if you don’t have eye contact with those who you connect with, which does include the people in front and behind that same person, as they all are looking at you back, and I agree with you that is where the real magic is for the performer, and or a person who signed up to deliver a message to the people, such as church signing, or any performance, it is your connection with each person who is there listing to you live.
The Post-Label, DTF Artist; Once again this is solid good advice, and thank you for the break down, lot’s to think about.
The rest of the article doesn’t apply to most of us Music hounds. I love this article, and plan to study your points of interest to songwriters, such as myself, and public performers, such as all of our other friends on Reverb Nation. Thank you again for recommending to me to check out your directions and comments that are here on our site for our use to make us better performers, songwriter, and musicians all around. I plan on using these great tools being made available to me through Reverb Nation.
Very Grateful,
Tony Watson,