The Sine Qua Non
This article addresses specifics that you as a musician or participant in the music business must face head on. Put simply, if you don’t address these issues, you have little to no chance of succeeding in the music business. These specific details can be referred to as the sine qua non of the music business. That roughly translates to, “without this there is nothing.”
There are two specific details that you must address immediately. The first is a concept that Jim Collins outlines in his fantastic book, Good to Great. It’s called the Hedgehog Concept. The second is an internal factor. Specifically, it’s the belief that your own music, or the music of the artist on whose behalf you work, must be heard. I’ll explain both in some depth, beginning with the latter.
Kurt Cobain
To illustrate the importance of the belief that your music, or the music of the artist on whose behalf you work must be heard, it’s instructive to look at the career path of Kurt Cobain from Nirvana.
Recalling his time before starting a band, Cobain sums up much of what I’m trying to convey. He states:
I had this feeling all the time—I always knew I was doing something special.… I knew it was better, even though I couldn’t prove it at the time. I knew I had something to offer, and I knew eventually I would have the opportunity to show people that I could write good songs—that I could contribute something musically to rock and roll.
Cobain had these insistent thoughts in that hotbed of creativity, Aberdeen, WA, a remote, logging town. And yet, Cobain somehow managed—even in this creative wasteland—to find ways to get his music out. He gravitated to the only band in the area that he felt an affinity for—the ultra-heavy Melvins—and began hanging around with them, while he honed his guitar and songwriting skills. Additionally, through his connection with the Melvins, he was able to occasionally escape Aberdeen for the far more hospitable Olympia, WA.
Olympia is a college town, with a large bohemian contingency, many venues for bands to perform, a great indie radio station (KAOS) as well as a record label that so represented Cobain’s ethos that he eventually tattooed its name and “K” logo on his forearm.
Nirvana—as they were now called, after wisely ditching their first name, Fecal Matter—recorded a demo tape in January of 1988 at Reciprocal Recordings in Seattle. It was not a coincidence that they chose to record there, as some of Cobain’s favorite bands had done so as well.
The owner of Reciprocal, Jack Endino, engineered the early Nirvana demo tapes. He played them for Sub Pop head and founder Jonathon Poneman. It is not surprising or coincidental that Endino played the Nirvana demos for Poneman. In fact, two EPs that Endino had previously recorded were for the bands Soundgarden and Green River, which were released by Sub Pop. Clearly, Endino and Poneman had a rapport. And Cobain, who was aware of the scene that he aspired to become a part of, wisely chose to find a way—however tangentially—to make a connection to it by selecting this studio to record his demo.
Sub Pop is a Seattle-based label that, at the time, was specializing in a relatively specific genre of music that came to be known as “grunge.” This music, in some ways, reflected the regional climate of Seattle: dark, thick, somewhat gloomy. The label became known for releasing records by artists that defined this type of sound. Nirvana was making music that fit—and soon defined—the description of this sound. At the time, Sub Pop was actively looking for artists to help grow their label, and Cobain realized this.
Cobain believed that his music had to be heard. This need forced him to assess how to get it heard. He educated himself about the industry that he wanted to be a part of, and found ways to connect his music to it. He did not simply let his undeniable talent stay in his room unheard. Instead, he learned who the players were, and directed his energies towards appealing specifically to them.
What we see from this case study is that while Cobain’s musical talent ultimately played a huge role in Nirvana’s success, it wasn’t this talent alone that got him signed. We also see that he was forced to really persevere—funding his own demos and finding backers, while the label waffled, in order to bring his music to a larger stage. Additionally, it was his desire to have his music heard that drove him—gave him the fuel—to contextualize it and find other participants in the business who he hoped would grant him entrée into the record industry.
Are you doing the same for your music? Do you have that belief that your music must be heard? It is only this belief that will sustain you during the inevitable indignities that accompany you on your way from obscurity to popularity. If you don’t have this belief, you will not be able to persevere.
Stayed tuned for Part 2 next week.
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(Jeff here. I would humbly like to suggest that the point being made here is half the story – believing in yourself, pursuing your dreams is required to make something happen.
The other side of the coin has to do with people’s reaction to what you have created.
Believing in yourself and pursuing your dream is step 1, getting what you created out to the “people” via media outlets is step 2, the “people” reacting to it is step 3…
A previous blog posting discusses the new media outlets and how people have to react to what you create – it may help round out the conversation)
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