Posts Tagged ‘music 2.0’

The saxophone sound & music of Bobby Ricketts is connecting with a growing audience numbering in the tens of thousands, around the globe… live! Over the past couple of years, Bobby has risen from being “one to watch”, to becoming one of the most exciting, dynamic, contemporary instrumentalists on the international scene today.

Bobby Ricketts is an official Yamaha EU Artist, an endorser of Roland Keyboards and DPA Microphones, a musical director for television, the Creative Director of The Dar Jazz Event, and the initiator of The Band Doctor feat. Bobby Ricketts Music Development Seminars conducted at Tanzania House of Talent in Dar Es Salaam.

Bobby Ricketts armed with saxophone and dangerous...

I read a lot. I don’t know everything, but for some strange reason knowing something, and a lot about some things, makes me feel good. For what it’s worth, sharing what I know makes me feel even better…

Anyway, I keep hearing words like branding and monetization in conversations that are supposedly about music… hmm.

I started out years ago as a sideman, playing gigs with lots of different bands. Then I decided to form my own band… The challenge was convincing bookers I was strong enough as a frontman to draw people into the venue. At this time I was also spending 1000’s of hours in recording studios working as a studio musician. From there, wearing another hat called ‘producer’ was a natural step for me, but I faced the challenge of convincing clients who saw me as a first call musician to embrace the thought of me as a producer. It took television production companies a decade to grasp the thought of me as a musical director even though I had been leading my own live band successfully for years.

This process of altering other people’s perception of who you are and what you do – which probably has existed since the first cavewoman decided to cut her hair – is known today as branding or re-branding, as the case may be.

In contrast – oddly enough, or maybe quite naturally, getting the same people and the general public to embrace the thought of me as a solo artist these past few years hasn’t been a struggle. Maybe because creative growth and development has been part of my “brand” all along for those who knew me, and for those who didn’t the only thing that mattered was here and now.

I never, ever thought of it as branding… that’s something Coca-Cola does. Sure, I see the similarities but the point lots of people are missing is, there has to be value – and loads of it – in whatever you do, before people will recognize you for it and actually begin seeking you out.

For me it’s always been a pure question of sharpening the necessary skills, communicating my intentions to people around me, and making sure I delivered beyond expectations whenever I was given a shot at what I wanted to do.

Nothing’s changed. Technology has definitely changed the way we do things, the playing field has been leveled in the music business, presenting difficult challenges for some and amazing opportunities for others. But at the core, nothing’s changed really. At the moment of truth you still have to have your sh*t together and be able to make that emotional connection with whomever stands before you – whether fellow musician, music fan or otherwise.

In the music industry there’s been a lot of talk the past few years about monetizing. And very little talk about music. Again, if there’s some value in what you do, people will seek you out – and somewhere in there will lie a solution to paying your bills.

I’ve always looked at it this way: whenever I put something out there, whether it’s a solo live onstage, a concept demo, or a recording – and if no one gets it, even the people who are supposed to get it – it’s not their problem, it’s not the industry’s problem, it’s my problem. I’ve always said music is communication… if you don’t understand me, then I’ll just have to clarify myself. Even if you understand, you may choose to agree or disagree… And so it is with music as it is with words.

In my experience, one thing is certain – if the message is powerful enough, whether spoken through words, a voice or a musical instrument, it won’t be ignored.

Before I become concerned with branding and monetization, I’m going to see what I can do about meeting the challenge of making some great music.

Back to the studio…