The
LDS Music Scene - by Wayne
Burton
One
thing that has amazed me most about the membership of the
church is the amazing talents that are nurtured in so many
homes. Music is probably the talent that gets the most push,
and it shows. There are so many young and older LDS people
that have amazing musical abilities. A certain portion of
them would like to go further with their music, and combine
their talents and testimonies by making inspiring music
for others of their faith. I would like to offer some pointers
for those who want to "make it" in the LDS music
industry.
Let
me first say that I don’t claim to be the authority
on this subject; there are many more qualified. But since
I’ve been asked to share some of my experience, I’m
happy to do so.
When
it comes to Christian music, the LDS music industry is an
interesting situation. While a Baptist, born-again Christian,
or a Pentecostal artist could be easily included in the
larger Contemporary Christian Music market, the LDS seem
to be in a smaller market of their own. This may mean not
reaching the same levels of exposure, but also means that
you can freely write about themes common and dear to people
who share your deepest convictions.
As
wonderful as this is, the world of LDS music is a pool of
finite size, that can only accommodate a certain volume
of fish. So how do you get your music out to the masses?
Among a number of strategies, let me discuss five of them.
We’ll call them the 5 R’s: wRiting, Recording,
Retail, Radio, and Reaching Out.
1.
wRiting - ok, it’s not an "R", but a
well written song is the very first thing you need. It’s
easy to get excited about "going places" with
your music and skim over the work of crafting a well-written
song first. Whether your music is spiritual, or simply uplifting,
the spirit can guide you in your work. Yet don’t forget
the contribution of skilled music and lyric writing. A strong
message of testimony can reach people even more powerfully
when it is presented with words and music that are themselves
more powerful. Test your ideas and melodies out on your
friends and families and ask for honest feedback, negative
and positive. Don’t be afraid to part with one idea
(maybe temporarily) for another which is better.
2.
Recording - the LDS market is smaller and a somewhat
less commercial than the pop-market that saturates our radio
stations and televisions. And to be honest, our standards
of music production and even song-writing have been known
at times to be held to a lower standard than the national
market. Even so, the line has been rising in recent years,
and some incredible albums have set a high standard for
those which follow.
My
advice: record your music with the most professional arrangements,
production and facilities that you are able. But gage this
by what your goals are. If these recordings are just for
a keepsake for your family, don’t mortgage the house
just for this recording. If you want to actually get into
the market, you need to aim for the highest production level
possible. Great recording can do wonders for the presentation
of a song, but remember that world-class equipment will
never change the substance of your material, nor will it
mask weaknesses in song-writing.
3.
Retail - for those who desire to get their music "out
there", you’ve got to get your CD into stores
and into homes. A lot of CDs can be sold personally, but
when you are starting out remember that you only have so
many friends, grandparents and Uncle Johns. To really expand
you need to be in the stores. This is a tough thing for
the new-comer. Check with local church bookstores where
you live. Many of them will be willing to carry your product
on consignment (usually taking 30% - 40% of your retail
price), although it is more of a book-keeping headache for
them. Most non-local stores will be unlikely to carry your
CD (especially chains like Deseret
Book or Seagull)
if you are relatively unheard of and an independent.
To
make it to the next level you will need a distributor, a
company who the retail purchasers are familiar with and
normally place orders with. There are probably around a
dozen LDS distribution companies who offer a selection of
music titles, but only half of those are regular music suppliers
to retail stores. Excel
Entertainment, Deseret
Book, Sounds
of Zion, Covenant
and Heartrise
are some of the companies who carry most of today’s
LDS music products. To win a distribution deal, you will
need to have a great product but also show them that you
are getting out there and promoting your music. Distributors
typically do very little promotion on your behalf other
than advertise your product in their catalogues (and usually
take about 15% of the retail cost). Many of these same companies
also function as actual record labels, and in this role
they would do much more to promote your music and fund your
recording projects.
4.
Radio - although the LDS music scene is a small market,
radio is a great way to get your music out the people. Talk
to friends in predominantly LDS communities and see if there
are LDS radio programs that play on Sundays. Then contact
the stations and see if you can send in your CD. Most of
these stations are very generous to add new artists to their
play lists. You can expect this to broaden your exposure,
but just don’t expect many royalty checks on this small
of a radio program base. This is another area where your
production quality counts. Radio stations have a certain
standard they have developed and are resistant to more "unpolished"
products. You may also contact internet radio programs which
feature LDS music such as KZION.
5.
Reach Out - Get out and share your music. A recording
doesn’t get too far on it’s own. Break out of
your comfort zone and perform at every chance you get. Make
yourself available for firesides or other church functions
and youth conferences. This is a tricky part because you
don’t advertise in churches and you may feel the way
that I do, that sacrament meetings aren’t meant to
be a tour circuit for LDS performers. If your music includes
non-spiritual songs or instrumental selections, use these
songs in community functions and venues that are not gospel
oriented. When I perform in non-church bookstores or occasionally
in malls, I like to perform music that works for everyone,
and not just church members.I hope these insights are useful
to you as you work to find a place in the LDS music scene.
They have helped me and are areas I am using today to further
the work I am doing. Just remember, the meaning of "success"
is one that you should determine yourself. And don’t
forget that if your music touches one life, even if it’s
your own, you have already been successful.Feel free to
write if you have any questions.
Wayne
Burton
www.wayneburton.com
wayne@wayneburton.com
Wayne
is from Canada, and currently lives in Salt Lake City. Two
of his songs from the CD "Closer to Heaven" received
3rd place in the New Era. "The Quest" will be
released in April. Wayne is happily married with two little
girls. Wayne's music can be found at his website,
and he can be reached by email.
