Build Your Music Career By Becoming A Master Jack of all trades, master of none...

Mass market or niche?

As musicians for hire, should you try to offer an act that you think will please the masses, or should you look at one niche style that really excites you and which you could become a leading exponent of?

Perhaps the common perception would be that by aiming to please everyone - you will give your act more appeal - which surely equates to securing more work?

Not necessarily the case.

The competition conundrum

You have to realise that there will be more competition for that 'generic' job as it has such a large market place. You might be in competition with thousands of other acts. In my opinion if you want a long career in the entertainment business, you should find the ONE style you excel at the most, and master it.

I have been running Toffs In Tails, a four piece 1920s music and comedy act, for 27 years, and our longevity speaks for itself. We have over 35 TV appearances to our credit, have travelled the world performing at some of the most prestigious venues, the most luxurious Cruise Liners, theatres, festivals and even a personal appearance for HRH Prince Philip at St James Palace. All of this, specialising in a particular style and era.

Become a specialist

If you have talent and work really hard concentrating on a particular style of music then you will eventually become a specialist in that area. I remember about 10 years ago we were working at a big corporate event, and one of the employees made a comment that 'we probably struggled to get work because of the era of music we performed'. Quite the contrary I informed him. We are probably one of busiest acts on the circuit.

What he didn't understand was the fact that we are specialists in what we do. He was right in that there was not as much demand for this era of music as there may be for more mainstream styles but, when an agent has an enquiry for a 1920s act then we are one of only a handful of possible candidates rather than hundreds, so the odds on us securing the booking are much higher.

Make sure your promo reflects your quality

You must also make sure you are the best at what you do - which will again bring down the odds even greater in your favour. Your publicity and demo has to be excellent. I was recently handed a publicity package by a really talented artist and asked to offer an opinion. I was dismayed to see how poor and unappealing it was. Very obviously homemade. There is too much competition to be mediocre, it will end up at the bottom of the pile and more likely in the bin if it isn’t appealing and well presented, which is money wasted!

*Note from Alive Network* Your promo materials really need to reflect how good your act is. Otherwise, not only are you doing yourself a disservice, but you’re also missing the point that most people who may find you on an agency website like Alive Network, may never have heard of you or seen you before so your promo is the only thing that sells you and to compete with other similar artists, it’s imperative that your promo represents clearly how good you really are. Amateur promo just won’t cut it!

Quality control your act and dare to be different

Comments we have had over the years, and continue to have is that Toffs In Tails look, act and sound the part to perfection. We don't do half measures - we give an authentic, high quality package right down to the last detail.

There are artists out there who claim to cover all areas of music but many of them do all those areas in a mediocre and unmemorable way, thus leaving no lasting impression.

Dare to be different, unique, off the wall, but still accessible.

What makes people like Derren Brown so successful is that he is amazing at what he does and he dares to be different. If you are a vocalist then you have to realise that there are thousands of vocalists on the circuit. Focus and build on your strengths, theme your act around them, focus in on and understand your target market and I think you will find the rewards will be greater.

Written by Peter Ackerly from the 1920's music and comedy act, Toffs In Tails.