Guest Blogger: Anthony Walker - Is It Easier To Market Yourself As A Solo Artist or Band?
For the last few years, I’ve been playing shows as both a solo artist and as the frontman of my band, The Medicine Chest, in relatively equal parts. A question that people will ask me most often after a show is which format I prefer playing in. So this question is sort of coming from the same place with more of a “business-y” spin.
Both formats have their pros and cons - their ups and downs.
As a full band, you’re going to have the advantage that you’re probably going to have an easier time being booked at larger venues. If you’re looking for maximum exposure gigs, getting in front of a lot of people, you’re probably better off with a band. If you take a look at the show schedule for larger venues, more often than not, it isn’t just one guy/girl on stage. In my opinion, there is a certain point at which the nature of the “solo show” loses its most attractive quality, the intimacy. In a way, it’s hard to explain, but certain shows are just more appropriate for bands.
Another advantage of playing with a band is that there’s more people invested. Seems obvious, but booking and marketing takes work. It takes phone calls, emails, goals, direction, and in the end, it takes a hell of a lot of time. If you don’t have someone doing it for you, being in a band is attractive because, ideally, that work is divided up. In most cases, it doesn’t work like that, because usually there is “the guy” in the band that does all of that, but that is also an advantage, because it frees up more time for the other band members to do more creative things.
As a solo artist, you do enjoy some advantages as well. Basically, it works inversely to what I’ve already said about being in a band.
It’s just one person.
From a marketing perspective, I think that unless you have a super-unified band, in many situations, it’s easier to market yourself as a solo act.
When you’re only taking into consideration one person’s opinion, revolving around one person’s schedule, and there’s only one person having all the communication, things are going to move much faster. It’s much easier to explore different avenues and change direction if things aren’t working. A lot of time is saved from the lack of deliberation. Many times it takes bands longer to make a decision because someone doesn’t agree or they are split down the middle. Booking and marketing can be very much a “trial and error” thing and a solo artist is almost always going to move quicker than a full band because it’s a lot easier to make up one’s mind than to make up their mind and three/four other minds. Even in a very healthy, functioning band, there’s going to be snags and disagreements that can hinder the collective mindset and direction. And most industry people will tell you that a clear direction in marketing is more important than ever nowadays.
Here’s an analogy that maybe sums this all up:
When I play a show with my band, we have multiple amplifiers, bunches of cables running around, five people setting up on stage, multiple cars heading to the gig, lugging equipment, sometimes figuring out where everyone is going to fit, need to make sure the best we can that the levels are all even, someone gets sidetracked, there’s usually a gear-share happening so maybe members of other bands are involved, someone has to pee during the set-up (that’s usually me), longer soundcheck/line-check, five times the instruments, five times the chances that something isn’t working right, pedal boards, three trips from my 12th floor apartment to my car with gear, make sure everyone is in tune with each other, “Did everyone eat?”, five times the chance that someone hits traffic, etc.
When I play a solo show, I check to make sure I have my wallet and my keys, I grab a guitar and drive to the venue. I get to the gig, plug the guitar in, and the show is underway. It takes as much preparation as it does for me to run to the store for a pack of cigarettes.
This principle applies to booking/marketing and other aspects of the whole solo vs. full band question. There definitely is a simplicity when it comes down to one person. There’s less tangled wires.
That being said, if an artist is making music that is dynamic enough to work in both capacities, I feel like that is something to explore. It’s possible to get the best of both worlds. Personally, my songs are written on an acoustic guitar, so playing solo shows is something that just comes naturally seeing as that’s how the songs all start off. But some of the best musical experiences I’ve had have been on stage with a band. For me, the best route has been the solo route, while still having The Medicine Chest as an extension of what I’m out there doing on my own. It keeps things exciting and it allows to me to play in both formats, because I love them both.
So basically, if someone is in a position where they’re actually asking themself this question. I’d say, take a look at your music, and go whichever route makes the most sense to you based off of that. Always keep your music in mind and try the best you can to put yourself in situations that are going to be appropriate for the music you’re playing.
Have fun,
Anthony Walker
