We are all looking to make it. And we employ signifiers, status markers, to indicate that we’ve crossed the threshold, that we are no longer trapped amongst the great unwashed, that finally we are SOMEBODY!
And one of the main ways you felt settled, that you were not only on your way, but part of the firmament, was seeing your name in the news.
It’s a thrill when it first happens. You mean you want MY opinion, you want to write about ME? But as time goes by, you find out it’s meaningless, because everybody is expressing their opinion or promoting their wares all day long online, and your triumph gets lost in the shuffle.
I’m not saying there’s anything wrong with publicity, and sometimes it even gooses projects and careers, all I am saying is it won’t sustain a career. And longevity is everything today.
Used to be, very few people could make it. Could get a record deal, never mind get on the radio and become a star who can sell tickets. Whatever your innate talent, the work of a whole team enabled you to climb the ladder, which is why you see award winners constantly thanking their handlers.
But awards don’t mean much either. I hope you’re thrilled you won, but in a matter of months, seemingly no one remembers your victory. Furthermore, there are a lot of Grammy winners who make their money elsewhere, not in music, or have given up completely. That’s what an award is worth. So if that’s your goal…
I was reading the “Wall Street Journal” yesterday and saw that a friend was quoted. He’s not a public figure; I don’t think his inclusion resonated with a broad swath of the public. For a second there, I thought how they didn’t call me, but that’s just a step on the ladder, a momentary feel-good experience. Most people, after they’ve had that brush with publicity, feel good for a moment and have seen the return was relatively minimal, go back to doing the work.
And it’s all about the work.
Ah, that’s a cliché. Let me try to restate it in other words.
If you want to last a long time in today’s world, you’ve got to keep on creating, because there’s so much news and so much of it reaches so few people that most have already forgotten about you, if they knew about you in the first place.
There’s nothing wrong with a feature in the “Times” or the “Wall Street Journal”… But be wary, these outlets are never completely positive. That David Geffen documentary? The one on Jimmy Iovine and Dre? They were love letters, because THEY PAID FOR THEM! They know it’s all about control, kudos.
But if you give up control, beware.
However, let’s return to basics. Most people are looking to get noticed. They want to get out of the hole that they’re in. They want to throw the long ball; they want to believe there is some grand poohbah out there who can reach out and anoint them, and their career will be made. Today, this is patently untrue.
Let’s start with the number of news outlets.
I know, I know, I’ve lauded Apple News+, but if you read the general feed, your eyes will glaze over; it’s all clickbait headlines…and when you click through, there’s very little there.
You even get the same thing in Google News!
All these outlets fighting for attention have caused people to look elsewhere for information, first and foremost, their friends and family, real or those they’ve met online. It’s like we’re living in the 1800s, prior to modern communication methods. The mainstream has worn out its welcome, been excoriated by those who don’t agree with it, on both the left and the right, and has never meant less.
But we’re not talking about general news here, we’re talking about you.
You’re looking for a leg up; you’re looking for it to be made easier. IT’S NEVER GOING TO BE MADE EASIER! The major label can’t break you, if it will even sign you. Terrestrial radio can’t break you; it takes its clues from Spotify and other streaming media. And Spotify is a great democracy influenced by word of mouth, both online and offline. Social media can drive a hit more than terrestrial radio. But there’s no direct pipeline, no one you can pay to get millions of views.
So…
Paying for streams, for views on YouTube…unless your plan is to leverage these to make a deal with a larger entity, save your money. Your fans don’t care, and it’s only about your fans.
Now I’m not saying fans are irrelevant; it’s just that now there’s a direct conduit from you to them, and you must feed the beast, constantly. Your only hope of growing is via your fans, and if you’re not top of mind, they’re not going to do the work for you. And some fans spread the word, and some do not, and you don’t know who is who, so you have to keep spraying bullets and…
Sounds hard, doesn’t it?
It’s VERY hard.
Anybody can get noticed for a minute or two. Every week in the “Times” Sunday Style section, they hype a book or previously unknown person, and it’s almost like the kiss of death; they’re never heard from again.
TV entertainment news? If you think active consumers are even watching broadcast/cable TV, you’re dreaming. That’s not the bleeding edge, and those who make a difference, who change the world, are always harvesting information on the fringe.
So, you’ve got to keep on working, or you’re going to be forgotten. Most of the public does not know you’re a one-hit wonder, and there’s a tsunami of product, and you’re not going to get many streams in the future.
Now wait just a minute, you say… I won, I triumphed, I SUCCEEDED!
Maybe by old school metrics.
There’s no overlord with fairy dust spraying it on the lucky few.
No, you’re not only the creator, but you’re also the fairy too.
And be wary of getting away from your mission. That brand extension might be a mistake if it takes your focus from the core work, if it undercuts your credibility.
In other words, unless you’ve got a plan to get in quick and get out nearly as fast, the world has completely changed. It’s not about momentary vertical success; it’s about continuing to be in the landscape. For year after year after year.
If you’re doing this for an annum or two, before you go to graduate school, don’t even bother; go enroll at the academy. Because it takes longer than ever to gain a following, and you never quite know when you’ve made it, if you’ve made it at all.
Read the news. The trades. Look at who is featured, who is promoted, but don’t feel left out. That’s a moment in time. Used to be it was a rarefied world, only a few could get ink, now EVERYBODY can get ink.
That’s true. If you’re old enough, you’ll remember what a thrill it was to be on TV. You told your friends to look for you at the baseball game. Now you don’t even mention it, because it’s no big deal. The barrier to entry is so low that it’s not hard to get on TV, and so many of the people who cross that threshold are nincompoops. Why is it that the “Housewives” are always getting into legal trouble and getting divorced? If they were that rich, this wouldn’t happen. No, they believe if they are on these shows, they are stars, whereas truly they are laughingstocks, fodder for the machine. You know the number one rule of reality television…DON’T BE ON IT!
So it’s just you. In the wilderness. Trying to grow a fan base. Even a hit isn’t going to mean you’ve got a career. No, you must do foundational work, one-on-one. You must nurture your image, not do anything out of character. People need to be able to trust you. And what the press says or doesn’t say about you is essentially irrelevant. Certainly here today and gone tomorrow.
Of course, there are people who make it a full-time job to appear in the press, but that does not mean they’re rich, that they’ve even got a career, or even fans, just that some people see their names on a regular basis.
But so many still want to believe. That if they hire publicity and promotion people, if they get their name out in the news, they will be winning.
Today, winning is something you feel inside. No one else can claim victory for you. No one else can anoint you with pixie dust. There are social media influencers making more money than most of the people in the Spotify Top 50, even though very few know their names. Young people acknowledge this change; old people pooh-pooh it because they don’t like having their cheese moved, they don’t like the evisceration of rules. There must be rules, right?
There are no rules; you make it up as you go. And chances are those jumping the track, doing the out of the ordinary, never mind extraordinary, are going to win.
So if you’re railing against the system…
You’re the system. Only you. It all comes down to you.
Keep producing. Doesn’t matter what the general public thinks, just what your fans do. And if you’re good enough, you’ll grow a fan base and sustain it. But that’s too heavy a lift for newbies; they want someone exterior, in the firmament, to say they’ve made it, that they’re a star.
But that paradigm went out with the internet. And the internet’s been around for thirty years.
So it’s time to acknowledge where we are. A Tower of Babel world where you’re the act, the bus driver, the social media maven…one in which you wear all the hats, and if you want to have a conference, you look in the mirror.
But never forget, people are still looking for great, and there’s very little great out there. So if you are truly great, people will find and promote you…just don’t expect it to happen overnight.
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Originally published by Bob Lefsetz at the Leftsetz Letter
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