As a songwriter or musician, your music is the most important asset you have.
To have any longevity in the music business you’ll need to have songs that connect with people.
The potential size of your fanbase is dictated by how niche your music is; the more niche, the smaller the fanbase.
But that doesn’t necessarily mean you have to broaden your style to make it palettable to more people; with billions of people connected to the Internet, even a tiny niche sub-sub-genre will still be a big enough market, globally, for you to make a sustainable living in.
The challenge is to find, and maintain, an engaged fanbase in that market.
This brings us to the second most important asset, after you music; your email list.
It’s from here, the humble email list, that you are able to build – and profit from – a global fanbase.
It gives you the opportunity to slowly, over time, develop a deep relationship with people.
It allows you to deliver content to people across the world.
It allows you to send people to your various platforms and events.
It allows you to sell to people; not just once, but each time you have something to sell.
Most importantly; you own and control it.
Not Facebook, asking you to pay to “boost” your posts, so they are seen by people who already have liked your page.
Not Apple, switching iTunes download links to streaming ones overnight.
You decide how and when to contact your fanbase.
(Tip: no less than every 2 weeks)
So, given that it is the second most important asset (after your music), it makes sense that all of your non-musical efforts should be on growing and developing it.
Make signing up to your email list the number one action you influence people to take when they come into contact with you.
That could be at a gig.
Before, during and after them watching your YouTube videos.
Wherever, and whenever, placing the growth of your email list firmly at the centre of your long-game will ensure that you actually get to have a long game!
If you don’t, you’ll always be struggling to grow, reliant on getting the elusive “big break” – something that’s becoming more and more rare.
Instead, take firm control of your music career.
With your email list at the epicentre.