Promo Song/New Release: I Am a Child of God
Artist: Paul Cardall
Style: Instrumental Piano

Julie de Azevedo speaks to musicians about the LDS music industry

LDS: How does the LDS music industry differ from the music industry in general?

JDA: The LDS music industry differs from the music industry in ways that the Christian Music industry differs from the "general markets" - the focus is more on lyric content rather than the musical genre. In the earlier years of the LDS market, it seemed all styles (inspirational, contemporary, instrumental, etc.) were lumped into one category - "LDS music". It's exciting to see sub genres growing in the LDS music industry, and a lot more variety in musical expression, as it is in the "general markets".

In the LDS music industry everything is on a smaller scale, smaller companies, smaller budgets, smaller audiences. It's still a young industry. In the larger music industry, and even the "Christian Market", the "machinery" is all in place to get radio play, tour circuits, wider distribution, music video airplay, etc. The LDS music industry has fewer of those things in place, making it extremely hard to get music heard, but it's exciting to be a part of that growth and progress.

LDS: Should LDS musicians use the same techniques regarding demo submissions and making contacts when marketing their music to the LDS labels? How should artists change their approach and goals if their music is intended specifically for the LDS audience?

JDA: Relationships are SO important, no matter what industry you're working in. Take every opportunity to meet people in the industry, meet other artists, develop friendships, and network. Great ways to do this in the LDS industry are to talk to other artists - ask questions, read articles, volunteer to help with music events. If your name is familiar, your demo has a greater chance of being listened to.

No matter what industry you're submitting a demo for, I think it's important to do your homework! "Doing your homework" is a process, not a one time thing. Like in any industry, it's important to know what's going on. Research the companies or artists you're interested in submitting your work to, listen to the music they're producing, find out what they are looking for, read press, etc. Just like you'd research a company before you would go to an interview. Well this IS a job interview of sorts. You are trying to get a company to "hire" you in some way. It's pretty easy to tell when aspiring artists have done their "homework".

Before you submit a demo, here are some things to keep in mind:
1) Be specific about the kind of demo you're submitting. Is it a song demo you want another artist to record, or a song for a specific album? Is it a vocal demo? An artist demo? An instrumentalist demo?
2) Be specific about your goal. Do you want a recording contract? Do you want a songwriting contract? Do you want to play in a specific artist's band? Do you want the company to consider you as a vocalist on someone else's project? Do you have a finished CD and your goal is a distribution deal?
3) Get feedback from people you trust will be totally honest about whether your talent is developed enough to send a demo to professionals. Sending in a demo prematurely may actually hurt you more than it helps you. If your name is associated with poor quality, it hurts your chances of being listened to again in the future.

LDS: As an LDS artist, with a strong LDS fan base, do you target your music specifically for members of the church or for general audiences, or both? Are there differences in your approach in the areas of writing and/or marketing when considering each of these audiences?

JDA: I write songs about how I feel, what I think about, and about what's important to me. My songs seem to speak to many LDS people because we share a lot of common values, but also to general audiences as well because a lot of the themes in my music are universal. While the majority of my audience is LDS, I don't think of my audience as "LDS" or "non-LDS" when I'm writing or performing. I just ask myself "will people relate to this?" "Will the audience be moved?" "Will they feel more hope in their lives?" For live performances, I try to seek opportunities to perform for audiences who I think will connect with my songs. Some of those are LDS audiences, like EFY groups or LDS Institute groups, but others are Arts Festivals, Concerts in the Park, or Colleges.

LDS: What would your advice be to an LDS musician who has a strong talent but no contacts in the industry?

JDA: (SEE answer #2 re: relationships) My advice would really depend on the goals of the musician. There are so many ways to use musical talents. Not every one is going to get a record deal. So I think it's so important to use your gifts & talents wherever you are to uplift and inspire people. Continue to develop your craft. And go from there. Ultimately, I believe music is here to bring joy and hope to us and to others. You certainly don't need a record deal to bring joy through music.

I think it's important to recognize that "strong talent" is just the foundation. Most musicians I know are very talented. But in my experience, talent is just the prerequisite. It's important to have something unique to offer as well, whether that's a different point of view in songwriting, or a unique vocal quality, a great stage performance, a great new idea about how to get your music heard, or a fresh musical style.

LDS: What is the best way for an LDS musician to go about promoting his/her music and getting it to the right people?

JDA: If your goal is to be a recording artist, my advice is gig, gig, gig. Perform whenever you can in order to learn about how to best connect with your audience, gain confidence on stage, and develop a strong fan base. Also, work on developing songwriting skills. In my opinion, there are a lot of amazing voices, but very few great songs. Refine your vocal & instrumental talents. The more skills you bring to the table, the more attractive you'll be to a record company. If your goal is to be a performing artist, how you present yourself is important too. Always continue to develop your crafts - singing, writing, recording, performing, playing. And remember that getting your music heard is a process. And the process continues even you have a record deal...so ENJOY the PROCESS, or what's the point?

LDS: What is your view of how the internet has changed the way we listen to and acquire music? How do you see the future of music distribution?

JDA: I am so excited about the opportunities the Internet provides musicians. The Internet allows people to have access to music that they may have never heard, and the opportunity to purchase CD's without turning on a radio or going to a concert, or walking into a music store. It allows artists & fans to keep in touch. A lot of important issues have been raised about copyrights, etc. which has been fascinating to watch unfold.

LDS: What would you say to LDS musicians who write and perform strictly secular music? Should they avoid the LDS market entirely, or should they embrace it? How has the LDS listening audience changed with regard to secular music from LDS artists in recent years?

JDA: (See answer to question # 3) Well-known author (A Wrinkle in Time) & Christian Madeleine L'Engle, in her book, "WALKING ON WATER: Reflections on Art & Faith", tells a story that I think applies to this question. "Not long ago a college senior asked if she could talk to me about being a Christian writer. If she wanted to write Christian fiction, how she was to go about it? I told her that if she is truly and deeply Christian, what she writes is going to be Christian, whether she mentions Jesus or not. And if she is not, in the most profound sense, Christian, then what she writes is not going to be Christian, no matter how many times she invokes the name of the Lord."

To me, thinking of music in terms of LDS vs. Secular seems to narrow instead of expand our possibilities as artists. We end up writing and producing what we THINK WE SHOULD write in order to fit into a specific category. I have learned that my best art comes from who I am and how I feel.

LDS: How do you define musical success?

JDA: Everyone has to find his or her own definition of musical success, and I think my definition keeps evolving. My overall goal is simply to find joy in music. I want to enjoy every step of the process of writing, recording, and performing my own songs, and inspire and move the listener. It is so amazing to me that people care to listen to these little songs that take shape in my heart and mind.

Success to me, at this point in my life specifically, is having enough people care to listen that I get to continue doing what I love on a professional level. Success is also being able to have a "real life" too, to have meaningful family relationships. Another element of success to me is being able to work with great people who share a similar spiritual perspective about life.

LDS: What do you say to musicians who want to make a living writing, recording and performing music as LDS musicians within the LDS community? Is this possible? What challenges lie ahead for musicians with this goal in mind?

JDA: I know of very few musicians who make a living solely creating LDS music. The LDS market just isn't big enough at this point in time. In contrast, if you have a hit album in the general market, there are more avenues to make money: you get royalties from radio, album sales, concert revenues, etc. Most of those avenues don't exist yet in the LDS market.

I know of more musicians who make a living doing a combination of things in the music business. For example, a good friend of mine is a songwriter, owns a small recording studio, arranges & produces for other people, and has his own band.

LDS: What are some of the best ways you have found to reach your audience, to get your music heard, and to successfully market your music? What tips would you give to LDS musicians who want to do the same?

JDA: I work with an amazing record company, and a team of people who help market my music in many ways - press, website, concerts, appearances, etc. and it's still an uphill battle everyday, especially with contemporary music. Unlike CCM artists who get a lot of support from churches, we can't advertise through churches, get virtually no radio, etc. It's hard to get contemporary music out there. We have found that the most effective way to reach my audience is through live performances. People want to have an emotional experience with music and with the artists, and live concerts are where that is most likely to happen.

LDS: Creating a successful musical career is not all marketing and promotion, of course - what essential elements do you feel must exist in a song, in an artist, or in a CD to become successful?

JDA: Generally, I think a lot of it is "right place at the right time" and a UNIQUENESS, or something that makes them stands out from the crowd.

SONG & ALBUM: I think a successful song is one that is well crafted, and that touches us somehow, emotionally, in a way that changes us for good. If you want to hear it again and again, that is a sign that the song has reached you on an important level. There also has to be a way for the song to reach its audience.

ARTIST: When the record company I was with changed hands several years ago, I remember having almost 2 years worth of discussions with Jeff Simpson, the new owner, and who has since become my creative mentor, before I ever recorded a new CD. I have learned so much from his artistic vision and the questions we wrestled with: "Who is Julie de Azevedo? What do you have to say? Why would anyone care? Who would listen? What is your unique point of view? What makes you different than any other singer/songwriter, recording artist? How will that be conveyed to the audience in the songs, art, on stage, in print?

Most successful artists know who they are as an artist. They have a good idea who their audience is, and are clear and consistent in their communication with their audience. They know who their audience is and their audience knows who they are!

LDS: What other advice would you give to LDS musicians?

JDA: Take your art seriously, but don't take your self too seriously.

90% of people come to a show wanting to have a positive experience and "love you" already. Relax and be yourself. 10% will not like the music no matter what. So don't change who you are and what you do for that 10%.

About one out of every 10 of my song ideas is a good one. So I have to come up with about 100 ideas to get 10 good songs for an album.

Just because I feel inspired when I'm writing, doesn't mean it's necessarily a good, well-crafted song that every one in the world needs to hear. It may just have been that I needed to feel inspired on that specific day.

When you're asking for feedback from another person about your music, try to be specific about what kind of feedback you want. There are days when I am doubting my talents and feeling vulnerable, and I need a cheerleader. On other days I am looking for an honest critique, and my ego can handle it. Sometimes I want to share a song in progress and get someone's reaction about the general direction of the song. Before you ask "What do you think?" be sure YOU share what you are REALLY asking for.