If you’re like many artists I know, you launch headfirst into your project.
You complete the work.
And struggle endeavor to get it out.
How do I get people to pay attention to my artistry?
Prussian General Carl Von Clausewitz wrote about 3 levels of war:
1. Strategic – Which war should we wage?
2. Operational – How do we achieve the commander’s objectives?
3. Tactical – How do we win this battle?
Artists often jump to the tactical level (writing lyrics, recording music).
But you have to ask yourself a more strategic question:
“What idea should I pursue in the first place?”
The idea you choose largely influences the trajectory of your project.
👉🏽 Below is a framework that I use to come up with standout ideas
I hope it helps.
Do What You Want To Do
First things first.
You should create the artistry that you want to make.
Do what’s in your heart.
But if you make something and you have expectations that it’s going to blow up or an audience will love it — you may be disappointed when your goals don’t materialize.
I made a solo guitar album earlier this year.
I made it for myself.
I don’t care about its press, marketing, or streaming numbers.
But if you do care about having impact with your art (and size of audience, reviews, and recognition), you have to think about whether an idea is worth pursuing.
Do you want to spend the next 1-2 years (or more) of your life working something that has little potential of reaching a large audience (as defined by you)?
Keep that in mind.
We’re all running our own race.
So success is what you define it to be.
Don’t just make another album
I don’t want to make just another music album.
For example, a musician asked me if I wanted to make an album of Duke Ellington music.
I thought to myself, “You know who plays Duke Ellington well? Duke Ellington.”
I want to do something that has never been done before.
I don’t want to be the better or best.
I want to be the only.
The Framework
Think of all the things you like to do that DON’T involve music.
For example, I have an interest in public service, politics, foreign affairs.
So, a lot of my music projects involve these topics.
- Fandango at the Wall – Explores US-Mexico through Mexican folk music
- American Dreamers – 53 DACA recipients that play the songs of America
These projects didn’t just get music press but national press (CNN, Associated Press, The New Yorker, etc.)
Jazz at Lincoln Center made an entire album about basketball: Rock Chalk Suite – in partnership with the University of Kansas (a college basketball powerhouse).
The Power of Skill stacking (a project)
I am a below average jazz musician.
I am a producer.
I am a writer.
I am a baseball fan.
I am an investor.
I’m not the best at any of these things. But the diversity of these pursuits lets me “stack skills.”
My interests make me unique. (And your interests make you unique)
My art should reflect that.
Learn more about skill stacking
When you create an artistic project that involves different domains, you invite other audiences to discover your work.
You create something unique.
Blend borders.
Think across domains.
Color outside the lines.
How do you get sports fans to care about your music?
Make a project about your favorite sports team.
(Maybe you’ll be invited to perform the national anthem)
How about foodies?
Make an album about your love of cooking.
(Maybe food blogs will find interest in your project)
What about insect lovers?
Make a project that honors E.O. Wilson, biologist and naturalist.
(Maybe Nature magazines will cover your project)
The point is that you still should make something you love.
You can invite other people to discover your artistry if you meet them where they are.
Create a list
Make a list of 10 things you enjoy besides your artistry.
Think what might make grist for your next project.
If you choose an idea with broad appeal, you may increase your chances of reaching a larger audience down the road.
Meditate on this question before you start your next project:
“What idea should I pursue?”
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