Art Vs. Commerce? The business of art.

Most of us got into music because on a deep love for making music. We loved doing it so the next logical step would be to figure out how to make a living doing it. As a result, we attempt to move from the ranks of the amateur to the professional.

The inherent rub in this transformation comes when art meets commerce. We are conditioned to believe that the creation of art is a mysterious endeavor...a noble pastime that does not need to be concerned with mundane obligations like paying your rent on time or having enough money to buy groceries. Accepting this idea as fact traditionally breeds internal conflict. But does it have to?

Art and commerce are not mutually exclusive though maintaining a balance as a creative professional is difficult to do.

How do we find that magical middle ground?

Our pain comes from trying to fit a square peg into a round hole. By that, I suggest that we can imbue anything with artistic intent regardless of the circumstance. It all depends on how we perceive the work we do.

If the phrase: “Beauty is in the eye of the beholder” is true then we can find beauty in everything we do, see, and experience. Sometimes it shouts out at us, and other times it requires we look a little deeper from a more detached and objective position.

If we step back from our beliefs and conditioned responses, there will be room for us to see an obstacle as a potential opportunity.

Most times we fight our beliefs rather than the reality of what we face.

What does this have to do with the business of music?

Learning to be objective is the first step in assessing the value of the product or service you offer. Without we continually stumble from one obstacle to another...without having the skills to determine what works or doesn’t work.

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What is your career worth to you?

Nothing in life is free. Nothing in life is free.

(count silently to 10 and let that sink in)

Now repeat: nothing in life is free. Regardless of what we might think everything has an associated cost.

We don’t give much thought to how our tax money is spent, how much it costs to run a light bulb etc. If a movie or record loses money somewhere, someone is going to be responsible.
Nothing in life is free.

Is there a cost to bad behavior? Of course if you do drugs or act recklessly there could be an enormous price to pay. But what about our seemingly common everyday interactions with others and how we go about our days?

If we drill down a little deeper, it becomes clear that human behavior has a cost.

Here are a few questions to think about:

• Are you willing to take risks to build your career?
• Are you willing to invest your time and money to create assets that will attract paying clients?
• Are you willing to evaluate your efforts honestly?
• Are you willing to acknowledge your behavior may be affecting your success?
• Are you willing to change if what you are doing isn’t working?

Amateurs often assume that a career is there for the taking. Professionals understand that an investment must be made to see a return. 

Making good choices.

You can only get out of life what you are willing to put into it. The good news is that you have the ability to choose what you want out of your life and career.

We continually make choices. When contemplating making an investment in your career what makes us able to determine which choice would be the best choice to make? 

For some of us, choices are a result of considered deliberation. Other choices are a conditioned response.

For example: if you continually sabotage yourself there is a good chance that deep down you don’t believe you are worthy of success.  These choices reinforce what we believe about ourselves.

Another example is being on time. Tardiness is a control issue. If someone consistently keeps you waiting, it is a form of control over the relationship by saying “my time is worth more than yours”. 

Nevertheless, even if this was an unconscious choice, a choice was made.

And what would be the cost of this choice?  Are you willing to waste your time? Would your client be willing to waste their time waiting for you?

Nothing in life is free.

In every choice we make there are costs-even if they aren't apparent at first glance.

If you are committed to being a professional and choosing to invest your time, money and reputation, be sure you are aware of the both the obvious and subliminal costs associated with your actions.

Amateur or Professional?

Webster defines “business” as a purposeful activity. If we are purposefully in the act of creating art, we are by definition in the business of making art. Where so many of us struggle is imagining ourselves as more than artists. We are, in fact, businesspeople but either we have been conditioned to believe it is somehow beneath the artist or, it is so far out of our comfort zone that is impossible to conceive that we could be more than the act that fuels our creativity.



Business can seem like a foreign language. But it doesn’t have to be that way.

It is only a mystery of we prefer to isolate ourselves in our ignorance.

Moving beyond being an amateur is to accept that business (which includes branding and marketing) is an integral part of our existence as a freelance or independent artist.

Becoming a professional artist requires making a commitment to being accountability for ALL aspects of our lives and our careers.

It requires making the active choice to understand the how’s, the why’s the where’s of making your product exceptional as well as the sales and marketing of our product.

It’s our responsibility.

If we delegate this responsibility, then we are at the mercy of others. And as we move towards a society run by robots and artificial intelligence being a spoke in someone else’s wheel is becoming less and less of a viable option.

Is it easy? No. Is it hard? Yes. The choice is yours.

Read "What's Your Story" to begin your branding process.