BY CAMERON LAM
Applying or getting nominated for an award, honour, or prize is one of the more challenging, exciting and — let’s be honest — confronting sides to being a composer.
Of course you want to put your energies into creative pursuits, but to do so, you’ll need to have the backing, credentials, and support to make it viable.
For better or worse, being a composer (or any form of musician) is more than just writing ambitious and amazing music: you need to be able to promote yourself and your work to a range of audiences, too.
It’s important that – when you do receive the funding, win the award, or a writer wants to interview you – you have at the ready the digital tools and promotional materials that tell your story and increase your profile.
No more procrastinating, composers: it’s time to get your digital house in order with these essentials. It really does help to give you the best shot at that next commission.
1. Is your professional bio ready?
A composer, performer, or artist bio doesn’t need to be complicated, it just needs to tell your story in the third person. It should be supplied in two forms: a longer form (3-5 paragraphs) and a shorter, punchier form of about 120 words in length. Capture what you do, what makes your work unique, what you have done recently, and mention your honours and accolades.
2. You need at least two publicity photos
Don’t grumble, and don’t take a selfie at your desk. Instead, find a photographer whose work you like and have them take some snaps. It’s worth it. This means when you win an award, have a program print deadline, or need a profile pic on socials and Digital Service Providers (Spotify, Apple Music et al), you confidently have:
- High res (minimum 300 dpi) and low res (72 dpi) versions.
- Colour as a necessity, black and white as an option.
- Portrait and landscape versions.
- A photo or two looking direct to camera, which is what media outlets prefer. If you’re working a more obtuse style, try to factor in something a bit more straightforward, too.
- Your photo readily available to send upon request via email, shareable link, and/or to download via your website – and include the photographer credit.
The above will save at least a few emails, and ensures you are properly acknowledging the photographer (especially if they gave you mates rates!).
3. Writing about your work
Similar to the professional bio, if you’re a composer you should write a summary of the musical work you are nominating, promoting, or seeking funding for. This can be in first or third person. You should:
- Have a 25-40-word general, pithy description.
- An in-depth, 100-150-word piece.
- A link to hear the piece or watch a performance (if it exists beyond the page); this could be SoundCloud, YouTube, DSP links, or embedded in your website.
Which leads us to the next item…
4. Have all the above in a centralised, shareable place
Keep your most current and vital assets (photo, album cover jpg, bio, mp3/wav files) in one place such as Dropbox, so they can be shared from anywhere and not sent as a bunch of inbox-clogging attachments.
5. Do you need a website?
It’s valid question and, if you want people to be able to find you and find out more about your work, the answer is yes.
A professional website can be as simple as a landing page that directs people to your socials, your catalogue with score previews and/or streaming links, press photos, a short bio, and an email address to contact you. Remember to keep this little digital perch current. Going to a website in 2019 with “upcoming performances” taking place in 2016 is an indication that the website might not be the best place to discover your work. Some good DIY options include Squarespace, WordPress, and Bandzoogle for APRA AMCOS members.
6. Be on social media (even if you aren’t a social media “guru”)
For composers in the art music realm, growing your Facebook likes might not be the priority, and that’s OK – but consider what you do need for professional purposes.
What socials do you gravitate to? What platform are you most comfortable on? Consider that and then, if it’s easier, choose one social channel where you keep things current and can be contacted.
If it’s documenting your process visually via Instagram, focus on that. If you want to make Facebook your main landing page of sorts, that’s a pretty common practice. If you live on SoundCloud, put your energies there.
And as for Twitter…
7. Yes, definitely be on Twitter
For the sake of awards and acknowledgments, you really should have a Twitter account. Media and the organisations giving out awards tend to promote all the winners, nominees, presenters, and performers on this channel – so you wouldn’t want to miss an announcement that might not have hit Facebook just yet!
You don’t need to be overly active, but you really should have a presence. On your Twitter profile, be sure to publish your own website link and/or an email address, so if someone finds you via a mention, they can contact you.
8. If you’re releasing music digitally, cover these bases
- Keep bios and photos current via Spotify for Artists, Apple Music for Artists, or direct to TIVO, which is the metadata provider that powers the content across numerous platforms. Or ask your friendly aggregator for help.
- Who are the friendly aggregators? There heaps to choose from including local AU/NZ companies DITTO, DRM NZ, and GYROstream. You can find out about their offerings here.
- Thumbnails: consider embedding the Spotify, Apple, YouTube thumbnails on your digital properties so your music can accessed easily. (Just be sure to check out the copyright implications of using the logos!)
- Don’t forget to check out genre-specific streaming services such as Primephonic and IDAGIO.
9. Send digital thank yous
And, lastly, if you won the award, received the grant; or were featured, programmed, or play-listed, give a quick ‘thank you!’ on your preferred socials, and tag the organisation or media outlet that helped make your work possible or brought it to wider audience.
If you take anything away from this list of promo and digital tools, remember:
Keep it current, be digitally present, engage in a meaningful way, and have your work out there to be discovered.
The story of your music is enhanced by the story of the very human, and very relatable you.
Cameron Lam is a freelance composer and Art Music Specialist at APRA AMCOS.
@CameronLamMusic
Images supplied. Featured image by Jacinta Keefe courtesy APRA AMCOS.
