| Wednesday, October 15, 2008 | | · | Concert Commemorates 40th Anniversary of MC5’s Seminal Track | | Sunday, October 12, 2008 | | · | Badynee Invited To Make Elevator Pitch On MSNBC | | Saturday, October 11, 2008 | | · | We've Added A New Video | | Friday, October 10, 2008 | | · | Roots/Americana Music Series in Auburn Hills | | Thursday, October 09, 2008 | | · | 13th Annual Big 80's Flashback Halloween Bash | | Sunday, October 05, 2008 | | · | MB Welcomes Bank Heist | | Friday, October 03, 2008 | | · | When Life Gets Tough, Get Your Muruga On | | Wednesday, October 01, 2008 | | · | MB Welcomes MsBehavin | | Tuesday, September 30, 2008 | | · | Ferncare(s) about Music | | Sunday, September 28, 2008 | | · | Pink Floyd Tribute Band seeks replacement drummer |
Older Articles |
|
|
|
One reason why so few ever make it in the music business is that the supply of good quality independent music so out-runs demand that, despite it being good, nobody needs more music in their lives.
There's only so many hours in the day and people generally get their casual musical needs met via radio; when you deduct hours asleep, hours at work, hours making dinner, going to school, using the bathroom, watering the dog, etc...you'll be lucky to steal fifteen minutes out of their busy lives to give your music any consideration. Unless, that is, there is a compelling reason for them to listen. . .
People have needs they want fulfilled, and their music purchases (as well as everything else) often reflect those needs, consciously or unconsciously. Marketing firms spend billiions of dollars every year trying to appeal to people's needs and wants in their advertising campaigns. So, what do people need from your music?
Let's take a look a what psychologist Karen Horney (below right) called the ten "Neurotic Needs" of human beings. Horney believed that anxiety and depression (two human commodities in abundance these days as evidenced by the popularity of certain prescription drugs) result from basic conflicts in the psyche.
- "The neurotic need for affection and approval": (living up to expectations/dread of asserting yourself) People want to be wanted and they will go to extremes to gain approval by their parents, siblings, spouses, fans, etc... And you want to be wanted too, otherwise you wouldn't do what you do to 'make it' in the music business. But, as Emerson (or was it Thoreau?) said, 'most men lead lives of quiet desperation.' The question is, what are you offering in your music and your CD title to help meet the need people have for approval? Are you offering them hope and validation that their lives are important and meaningful? Or are you simply offering them your brand of pop-cynicism, hoping that they'll identify with how clever you are?
- The neurotic need for a partner who will take over one's life":(dread of desertion/being alone) People fear being deserted by the one's they love, so much some times it leads to horrible behavior and even murder. They also (and when I say 'they' it may mean you) fear being alone and will do incredibly desperate things to prevent it. People want to be loved and cared for, even if it means losing their hopes, dreams and identity in the process. Does your music or album title address this neurotic desperation? If you can't offer them a solution or even a shoulder to cry on, why should they bother with your music?
- "The Neurotic Need to Restrict One's Life Within Borders":(urge to restrict life/dread of making demands) People put severe restrictions on their lives, convinced that in some bizarre way it will lead to hapiness; they'll starve themselves to fit into that dress, save every dime of their money and sock it away for a tragedy their convinced will befall them, bind their feet or hoop their necks to appear more attractive, make detailed lists of everything in their lives to get "control", plan the trajectory of their relationship and family down to the last detail, etc... Like children, we want boundaries, we need boundaries to make sense of our lives. So what are you offering in your music to meet this neurotic need? Does your music make them feel secure, in that the world has order, or are you offering more chaos and anarchy in a world filled with chaos and anarchy? You don't have to cater to the neurosis, but you can address it in a way we all do when we doubt what we think we need.
- "The Neurotic Need for Power":(craving domination/dread of losing of control) We're not always so passive and pathetic. Sometimes people just want to DOMINATE!!! Tell me you didn't feel empowered the first time you played air-guitar to AC/DC's "Back In Black." There's a rush of adrenaline associated with good, hard-hitting metal that says "F*ck you!" to the world. I'd go so far as to say that more heavy metal bands have been born of the neurotic need to dominate than any other. When you don't have real power (i.e. money) you use any means available to express your need for power. And if you hear a good jam that expresses that need in hard-hitting or poigniant music, there's nothing more liberating.
- "The Neurotic Need to Exploit Others and by Hook or Crook get the better of them.": (pride in "getting" others/ dread of being "had")There's nothing better than coming out on top and telling people "I told you so." I've seen countless bands 'dis' their detractors when they finally managed to get a CD out. And there's nothing worse than getting screwed by someone and made to look like a complete ass. This neurosis is the "Rat Race" manifest; everyone has a place in it and everyone wants the "pole position" whether their willing to fight for it or not. You can see subtle examples everyday from people being excited to be the first person in line to passing cars on the freeway. Now, is it better for your CD sales to convince people that you're in the lead because your music is so clever or would it be better to express their need to win? What music would make you feel better?
- "The Neurotic Need for Social Recognition or Prestige" "The Neurotic need for Personal Admiration" and "The Neurotic Need for Personal Achievement." I've lumped these needs together because they are so near and dear to the hearts of stuggling musicians and entertainers that I think not much more need be said about it. But the 'need for personal achievement' should be giving special emphasis for the fact that so many succesful informercials have been born of this neurosis. How many self-help books sell in the U.S. today? How many real-estate and get-rich-quick schemes suck the dollars out of the populace every year? People NEED to achieve, something, even you. If you want to hear an excellent example of expressing this need, listen to Robb Roy's "Magic Potion" off the "Heroes and Cocktails" album. Just their understanding of our predicament is comforting to the attentive listner.
- "The Neurotic Need for for Self-Sufficiency and Independence": (seperateness source of security/ dread of needing others)If you're old enough, you'll remember the success of songs like Helen Ready's, "I Am Woman" or Irene Cara's, "Fame." Songs that express the power of independence and seperateness and individuality from the pack. Everyone like to think they're special, unique, and that they don't need anybody else. This rationalization is particularly useful after a painful break-up. If you're independent, then nobody can hurt you - again. If you can express this sentiment in your songs or on your whole album, you can make a powerful impression on your listners. Remember, there's never a lack of heartbreak out there.
- Finally, we've reached #10 on our list of Karen Horney's Neurotic Needs - "The Neurotic Need for Perfection and Unassailability": (relentless drive for perfection/delusions of granduer and superiority) What, you thought you were the only one? If it's not you, then I bet you can name one person in your small circle of friends who fits the bill here. What music do you think that puffed-up, ego-maniacal neat-freak sings to himself/herself in the shower? Well, I hope it's a cut from your forth-coming CD, soon to be available at a record store near you.
So, how many of these "neurotic needs" do you see in your own personality? Chances are, there are a few. Understanding them could give you an edge in marketing your musical product to the masses. It could mean the difference between ignoring your product altogether or parting with some cash to help ameliorate some basic flaw in their personality - even if they don't know that's why their doing it. It may seem exploitive, but your there to provide them with a product they want, a product they need.
|
|
|
| Neurotic Marketing | Login/Create an Account | 0 comments | | The comments are owned by the poster. We aren't responsible for their content. |
|
|
No Comments Allowed for Anonymous, please register |
|
| |
| Michigan Business Directory |
Average Score: 4
Votes: 3
|
|
|
