Did you ever dream about being discovered? I did. I was 27 and sincerely thought that if I just practiced like crazy and became the very best I could be at that moment, I would land the contract at an audition.
If you’re anything like me you where taught that Auditioning = Marketing. That is hogwash! Period. Today I can smile fondly at myself and how naive I was.
I know, hard words. But, just looking at myself and the industry I know it’s true.
We are told that auditioning is the single best way to get seen. Sorry, auditioning is only the tinniest part of marketing a singer, and not the most important one either. Oups, I can hear you… Now THAT requires explanation!
Ok, fair enough.
How many singers have you heard of that got a job from auditioning? Quite a few, right? Yourself included, I guess. Me too! All fine!
But considering how many years I’ve been on stage professionally, I can’t say it counts. You and me, we both know singers who constantly have people call them. They did well and someone remembered them from a production.
The more they do, the more they appear in front of those that cast the roles or fill the program of next festival. Institutions are marketing their own productions and those cast in roles get more and more attention. Reviews are written. Perhaps interviews in radio and local TV stations. They are good, granted, but not necessarily better than you, or any other soprano out there.
I know for a fact that bigger roles frequently are assigned through recommendation or previous exposure. It’s not a fantasy, I’ve heard it and seen it in front of my own eyes, more than once. How the director runs into a conductor in a bar and ask them for a tip for next Traviata or a Donna Anna if the one scheduled is running down with a cold.
Or when the Producer and Studienleitung have a quick discussion in the hallway about the production in another theater and how so and so is looking for the ”right” Desdemona or a more heroic kind of Don José. Occasionally an audition will do the trick. I’ve seen that too, but for the most part that is not how it works.
Your problem is not talent. It’s that you weren’t in the right place and right time to get into the loop!
Had I known anything about marketing and networking when I made my debut as Donna Elvira, I would have used todays knowledge and that occasion to create a buzz. A buzz to have the right people remember me when putting on the next production.
I’m sorry to say that having a website, a Fanpage on Facebook and a youtube channel can’t be considered marketing. Not unless you know how to use them to expose yourself to the right people. Most likely you don’t.
My experience with singers, myself included, is that we suck at marketing. Most artist of any kind have no idea what marketing is, in it’s right context. I for sure did not.
Now I do.
Take my interviewing project for instance. I did not reach out to any particular person. (And I know a lot of singers.) Instead I used my blog, fan page and Instagram. Having done that the right people contacted me right away. How did I do it? I used my acquired knowledge of marketing to reach exactly those that would be interested, without pushing, pulling or begging.
When the RIGHT people get in front of your message it becomes much easier to continue the conversation.
A colleague once said I sounded bitter. I’m not bitter, I’m telling the truth.
The truth can sound bitter if you hide your head in the sand and don’t want to hear it. Telling it like it is not bitter as long as you use that awareness and create something different from it. That is what I’m doing. I’m choosing another angel. I’d love to teach you to do the same. To teach you to choose something different!
How can I help you? By becoming your marketing coach. Sounds expensive? Yes, If you hire me by the hour that would kill your budget in no time. Instead I have a much better suggestion for you. Join me in The Daily Marketing Coach Platform. It’s designed for anyone with a business, to learn marketing.
Make no mistake my friend: Your Singing is a business, even if no one told you before. It goes under the disguise of ”Unfolding Career”. Don’t stay fooled any longer. You are running a business! Let’s change how its being run and drag you out into the limelight!
With healthy marketing skills you can leverage the work you do and put yourself in front of the right people. Make sure you getting ”discovered” is not by chance or luck. Take charge of of your exposure and learn real marketing for your voice!
Register for a free webinar to learn about DMC.
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