On that note, Creative Directors and agencies are facing budget cutbacks that would make a public librarian shudder. In fact, most of the people I worked with back in 2007 had to jump ship to other companies as their budgets sank with the stock market. Musicians like me that run small, professional-grade studios are a Godsend for these folks. In the past, small budget meant weak sound, but there is enough power in an iMac with Garageband to create truly compelling albums. Imagine what a guy like me can do with his own independent studio.

My Name is Matthew Ebel, and I Produce Audio

That’s right, I make more music than you can find here or at Matthew Ebel dot net. I’ve done behind-the-scenes work for Coca-Cola, Porter Novelli, Bigelow Tea, and more. If you think I only write about robots and ninjas, believe me there’s a lot more going on here. Check out some of the stuff I’ve done for business clients in the past:

The Down & Up Theme for the Depression is Real Coalition

Life is Ikea for an internal pitch by Porter Novelli (This was my first attempt at something like this. Ah, those were the days.)

There is plenty more where that came from at matthewebel.com/worksforhire – If you’re intrigued at all, I’ve got a Demo Reel here:
Producer Highlights

Why This Works For Me… AND Creative Directors

Why pay a big studio tens of thousands of dollars for a 30-second clip that could be done just as well by an independent artist at half the cost? It’s a match made in heaven, the only real difficulty is making that match in the first place.

I’ve been able to establish myself with these companies as a guy who can get the work done in record time, but I’d love to hear how other musicians and producers pair up with agencies. Whether you’re the Creative Director or the musician, what’s worked for you?

Photo by Psyberartist

I’m a musician, so I have to think long-term. The entry-level position for most business is either mail room, receptionist, or dishwasher. For musicians it’s playing hours of classic rock tunes in bars where people are annoyed that you’re interrupting the football game. It’s spending thousands on an album that might just sell 50 copies, if you’re lucky. It’s setting up message boards on your website and talking to the same 3 friends who are bored at their day jobs playing Farmville.

If musicians only thought short-term, nobody would go into this business.

Apple’s new iPad is a lot like a new indie band. Right now the only people who will buy it are the hardcore fans, just like the people that bought my shitty first album when I was 19. If those people thought that was all I planned to release, they wouldn’t have stuck around for the next five albums that followed it. Those hardcore fans saw potential in me and invested in my future. Some of those fans saw potential in my latest project, Matthew Ebel dot net, and signed up early, before I had even released a single live recording.

Just like the iPad, I faced a lot of doubt and hate from people who lacked vision. For example:

It’s success if that’s what he wanted, definitely. If not…then no, he’s still got more work to do.

My guess? Dude still has a lot more work to do.
Hypebot commenter

Social networking provides a tiny, infinitesimal contribution to a musicians success, with all due respect to the Ariel’s and Matts of the world.
Music Think Tank commenter

And yet, more people sign up for Matthew Ebel dot net every month. My workload does not grow with the subscribers, so the new folks only make the music better: With more income, I can afford better equipment and make better recordings. I can go on tour and not worry about paying bills. I can hire a real drummer or an engineer with great ears. The same is true for the iPad- once the überfans start buying, Apple can start using economy of scale to its advantage, maybe add a few features that were too expensive for round one.

But it doesn’t have Flash or a camera or… So what? I don’t have a drummer. Hopefully someday I will, but right now there are enough people who are content to hear me as a piano-only act that I can keep paying rent. I can’t do everything I’d like to for my fans, but enough of them support me for what I can do. Once I find enough of them to take that next step, I’ll be able to reach those who give a shit about having a live drummer.

If I tried to start my career by putting on huge shows like U2, I’d be broke and back behind a desk playing some stupid Facebook game. Long-term strategy, at least for me, has always depended on starting with my core fans and working outward from there. Instead of pointing, laughing, and eating your words once iPad (or maybe me) becomes a household name, try to look at the road ahead. For some of us, it’s the only way we can stay alive.

As seen, heard, and read on WBUR

That idea doesn’t sit well with everyone, including Boston musician and rock critic Dave Wildman. “I don’t know, it freaks me out,” he says with a laugh. Wildman likens Ebel to a talented street performer on the information super highway.
WBUR.org

It’s success if that’s what he wanted, definitely. If not…then no, he’s still got more work to do.

My guess? Dude still has a lot more work to do.
Justin Boland, comment on Hypebot.com

These two comments, though lamentably myopic, are understandable. Believe me, I can level with these opinions by making only one assumption: Their definition of “success” is stuck in the coke-filled limousine of Motley Crue, 1985.

Back then, a “successful” musical act played to hundreds of thousands of screaming fans in any venue the bus rolled up to. Anything less wasn’t worthy of a mention by a VJ on MTV, let alone the envy of aspiring musicians around the globe.

Fast-forward to damn-near-2010 and see where that definition of “success” has left the music industry. The big-production high-overhead “success” acts are barely staying afloat through flagging CD and online sales while the record labels try to own more and more of the artist’s work. So far only one forward-thinking group of industry insiders has put their finger on the pulse of the problem:

For the past 50 years the Artist business has been fractured with multiple competing interests. A) Record Companies whose main interest was the exploitation of the artists recorded music (masters). B) Publishers whose interests are similar but share in mostly the same income pot as the Record Labels. C) Live concert promoters, focused on selling concert tickets and sponsorships. D) Merchandisers mostly focused on selling various clothing and souvenirs at concerts and traditional retail.

Mixed in with all this you have Business Managers, Lawyers, Agents and Artist Managers whose roles are to not only coordinate the Artists schedules and business strategies but also have all of the above parties cooperate with each other.
Terry McBride, founder of Nettwerk and co-founder of Polyphonic

So given the current state of the economy, the music business, and technology, this leaves us with the million-Euro question: What is Success in the Music Business? I believe it is the same success that has driven Apple since day one… profit. If a music act can continue to bring in more money than it spends, it’s a success.

Take it a step further and we arrive at the crux of my definition of success as an artist: If you can remain profitable and grow as a business, you are not a success– you are a series of successes. Every step up is another success, a bigger success, and another bit of weight to add to the momentum like Katamari Damacy building the moon.

1. I released self-produced albums. Success.
2. I backed up a star at the Grand Ole Opry. Success.
3. I no longer need a “day job”. Success.
4. I have thousands of fans in more than a dozen countries. Success.
5. I no longer need to play shitty 4-hour Journey-and-Bon-Jovi-laden bar gigs to pay my rent. Success like you wouldn’t believe it.
6. Update: I just got mentioned in Amanda F*cking Palmer’s blog. Success, if only ’cause she rocks.

Is Mr. Boland correct? Absolutely. I am only beginning this journey and God only knows where it will lead me. Am I where I want to be? Yes… but not where I’ll want to be tomorrow. That means I can’t rest on some deflated view of “success”, I have to move forward. Am I a failure because I don’t own a private jet powered by strippers and hundred dollar bills? Absolutely not.

We are only failures if we subject ourselves to the narrow limitations of others. I choose to be a success.