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Don’t work for exposure for brands, either

It’s a common rallying cry among freelance musicians that you shouldn’t play gigs that pay in “exposure.” Exposure doesn’t pay the bills, and playing for free devalues your skills and others’.

But there are more ways that musicians become convinced to work for someone else’s bottom line and get nothing back but maybe a little “exposure.”

Unsolicited product endorsements are a common one. An endorsement deal with a company should involve some kind of tangible benefit to the musician: money, free or significantly discounted products, or maybe something like funding to support travel or musical projects. If you’re hashtagging your favorite brands in every social media post, and the companies aren’t supporting you back in a meaningful way, you’re working in their advertising department for free.

Creating online content for companies is also often the same as working for exposure. If a business wants you to provide them with articles, educational materials, videos, photos, artwork, etc. for their social media posts or company blog, they are asking you to do creative work without compensation. (Sometimes these efforts are creatively described as “contests.”)

I’ve gotten many “offers” to have my blog posts “reblogged” (copied) onto corporate websites, with a vague promise that this will generate “traffic” to my site. I fell for it a few times in past years, and it always resulted in a small handful of clicks that dried up after a day or two, and then my content lived on for free on someone else’s site. Now my content all stays here, where these days I get more traffic than the corporations offering me “opportunities” to hand over my work.

Whether it’s gig work, writing web content, or attaching your good name to a product, value yourself enough to ask for what you’re worth.

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    When things get canceled

    I had a very busy final semester of my bachelor’s degree. I was performing with six different university ensembles (one of which was planning a month-long international summer tour), doing woodwind doubling for a musical, teaching at a nearby music school, and preparing for graduate school auditions.

    Then I broke my arm. I slipped on something in a parking lot and landed on my elbow. The doctor put me in a cast from fingertips to shoulder.

    At the time it seemed like the world was coming to an end. But things worked out. I canceled some things and modified or delayed some others. Some kind professors gave me advice and perspective and helped out with some logistics.

    Looking back, it’s barely a bump in the road to where I am now. But I think of it now and then, when the next gig or recital starts to feel like the most important thing I will ever do.

    For my college students, lots of things have been canceled this semester. Some of them won’t get to do their recital class performances or their Honors Recital auditions or their ensemble concerts.

    It’s a shame to miss out on things. But right now there are bigger things going on in the world that demand some changes of plan. And in another year or two, those missed opportunities will be crowded out by all the new ones. A few missed performances will be a war story, not a lasting tragedy.

    (That said, we shouldn’t forget that some musicians’ livelihoods are threatened by things like shutdowns of venues. Now is an excellent time to buy your favorites’ albums and merch to enjoy at home.)

    Stay well, and look forward to the opportunities to come.

  • Interview: Woodwind road warrior Terry Halvorson

    Terry Halvorson

    I’m always pleased to hear from other woodwind players. Terry Halvorson has been a contributor to my Broadway woodwind doubling list for several years, we’ve communicated periodically online, and we even bumped into each other in person at an IDRS conference a few years back. Terry has been working as a musician with touring musical theater productions for a while now, and I  was curious about life on the road. He was kind enough to take some time out of his schedule to answer a few questions.

    BP: What do you do for a living?

    TH: I am a woodwind doubler (oboe/English horn, flutes, clarinets, saxophones, recorders, whistles). I am currently 44 years old and have been performing musical theater since I was 14. I have been playing the Reed 2 book (oboe and English horn) with the national tour of Disney’s Beauty and the Beast since February 2010 and will be continuing, switching to the Reed 3 book (clarinet, bass clarinet, 2nd flute) from late September through May 2013.

    How did you get the job?

    I was called back in late 2005 by a musical director friend to play a reed book on the tour of Will Rogers Follies, but I had commitments at the time that I couldn’t get out of, so I had to turn it down. However the reed player who was hired gave notice four months into the eight-month contract and I was able to join the tour in the middle, replacing him (my first experience seeing a high D on flute!). Toward the end of this tour, we were in the New York City area when NETworks Presentations (my current company) was holding musician auditions, and I was able to attend; I received a call five weeks later asking me if I would like to play with the national tour of The Producers, and here I still am!

    What background (education, other experience, etc.) do you have that prepared you for this job?

    Wow, loaded question… well, I have been a major woodwind geek since high school (I arranged my favorite band piece for mixed clarinet sextet when I was 14 years old, and we won a command performance at our regional solo and ensemble festival); I also played oboe, clarinet and bassoon in my local youth symphony in various years. I was, of course, a music major (oboe and clarinet) in college as well, beginning as an education major but switching to performance. I freelanced a LOT, playing mostly reed books 2 and 3.

    What’s the best part of the job? What’s the worst part?

    Best parts are having a steady paycheck as a performing musician (how many people can say that?) and of course seeing and experiencing all the different places we play; I have played all fifty states and most Canadian provinces. The worst part is probably the lack of freedom to come and go and the strict adherence to a schedule.

    What’s it like being on the road? Read More “Interview: Woodwind road warrior Terry Halvorson”

  • Endorsement deals

    First, let’s be clear about this: in an endorsement deal, the artist endorses the product or brand. The product or brand doesn’t endorse the artist. If an artist claims to be “endorsed by” a company, that is incorrect word usage.

    An endorsement deal means that an artist agrees to be publicly associated with a product or brand, presumably because the company thinks that will encourage more people to purchase their products. In return, the artist generally receives some kind of compensation, which often takes the shape of free or discounted products. The contract might specify some requirements for the artist to fulfill, such as having their name and image used in advertising, appearing at the company’s publicity events, or plugging products on social media. Read More “Endorsement deals”

  • Q&A: Personal reflections

    A couple of weeks ago I put out a call for questions, in honor of today being the fifteenth anniversary of this blog. A few of the questions asked about my own career and approaches to various things. I’ll try to answer the best I can.

    One reader asked about music education and work/life balance. This person completed a degree in music education but found there was pressure to make teaching a “lifestyle” rather than just a 9-to-5 kind of job.

    To be clear, my degrees are in performance, not music education, though I make my living as an educator at the university level. But most of my students are music education majors, and on the track to become public school band directors. Some of my former students have really embraced that career, have excelled in it, and have wrestled with the work/life balance aspects to various results. Others have burned out quickly and moved on to other career options. I do think sometimes there’s a sort of cult around music as a career—the rueful but revealing jokes about college music majors “living” in the practice rooms, or about high school band directors kissing their families goodbye until after marching band season. It’s a complex and very individual calculus whether passion, time investment, family and other “life” demands, finances, and identity balance in the right ways to make those careers worthwhile. It’s also a moving target: after 14 years and a couple of promotions in my university position, the demands on my time and energy have shifted, and my approach to the job has adapted to make it more sustainable for me and my specific needs.

    A related question came from another reader: am I happy with the balance of teaching and performing in my life, and do I have plans to adjust that?

    As a full-time university music professor, a certain quantity of teaching (and to some extent performance) is non-negotiable. And I live in a rural and relatively remote area, so pre-made freelance performance opportunities are somewhat limited. But there are some choices I have made to adjust my balance. I don’t teach summer classes, so I’ve got a few months each year to do some relaxing/recovery and some concentrated work on projects that are important to me, like preparing recitals, working on online content and tools, and writing. A few years ago I cut loose my private students outside of my university responsibilities, in order to focus on finishing a book and further developing some online projects. I’m fortunate that the book and online things have more than replaced the income from those additional students, and let me have a little more variety in my days. Plus, I get to refer lesson inquiries to my college students, who are usually anxious for the experience and the reed money.

    A longtime woodwind player asked what I do to “keep things fresh.”

    I can respond with some of the things I’ve done, but of course these are specific to my interests and circumstances. I continue to pursue interests in world/folk instruments, and the Zoom era has opened up some possibilities for connecting and studying with expert players around the world. I’m also having fun with combining woodwind instruments with electronics. My university job gives me a venue and audience to do new and/or familiar things on stage, in annual faculty recitals. This blog and my other web-based projects combine my interest in music and woodwinds with my interest in software and coding. I’ve released the one book, and am in the process of writing another. And of course I’m always on the lookout for new etudes, exercises, and repertoire for me and for my students.

    Thanks for the thoughtful questions!

  • |

    Teaching multiple instruments in higher education

    My academic credentials in multiple woodwind instruments have served me well so far: I was fortunate to be one among my graduating class who did get a college teaching job right out of school, and it’s a job that happens to be an excellent fit. Part of the reason it’s a great fit is because teaching multiple instruments is what I want to do, at least at this point; sometimes others assume that I’ve taken a multiple-woodwinds job as a stepping stone to something else, but that isn’t the case.

    While I thoroughly enjoy the variety in my day (I’m teaching oboe, clarinet, bassoon, and saxophone), there are some additional things worth considering if you take on multiple instruments in a collegiate teaching career. For example:

    • Resources allocated per faculty member sometimes get spread extra thin. When I arrived at my new job, I was given a little bit of funding for library acquisitions in my area. If I were teaching a single instrument, my current and future students would have benefited from all that money being spent on items directly relevant to them. Instead, I was able to get only a few items related to each instrument. My students, through no fault of their own, got fewer applicable new library resources.
    • Time also gets spread thin. We recently hosted a high school honor band on our campus as a recruiting event. At one point the visiting students were sent to masterclasses with the professors on their instrument, so I got all the reed players. It’s certainly not impossible to run a worthwhile masterclass in that situation, but the circumstances do complicate things a bit. The same problem exists with studio classes for my college students.
    • Some of the work multiplies. When we hold our ensemble auditions, I select audition excerpts and sightreading material for four instruments instead of one. When it’s time to submit textbook orders to the bookstore, I submit separate requests for each instrument’s separate batch of course numbers.
    • It is common for applied music professors to attend their professional organizations’ conferences annually, and to seek out officer positions in those organizations as a way to enhance their tenure portfolios. I would love to attend the annual conferences of the International Double Reed Society, the International Clarinet Association, and the North American Saxophone Alliance each year, but my limited travel funding and the potential time away from my teaching make this unrealistic. And since I don’t attend any one conference every year, it’s difficult to get taken seriously as an officer candidate.
    Photo, Trevor Hempfling Photography
    Photo, Trevor Hempfling Photography

    Not that I am complaining—I am grateful every day that I get to do what I love for a living, and most of these problems can be mitigated with a little effort and creativity. But I think they are worth knowing about if you see yourself headed for a career in college music teaching.

     

  • Some useful phrases for gig calls

    Here are some phrases that have been useful to me when somebody calls about a gig. When dealing with other professionals (or working through the musicians’ union) mostly these aren’t necessary—the caller should give the needed info unprompted. But many of the gigs in my rural area are one-offs for weddings or school or business events, and I’m dealing with callers who don’t regularly hire musicians.

    Let me call you back in five minutes.

    This has saved me many times. Sometimes I need a moment to think through the money/mileage/scheduling/etc., or to find a polite way to negotiate the terms or just turn the gig down. It’s fine to put the conversation on pause for a moment and prepare your response. (Or, depending on the caller, to pivot the conversation to text messaging, which gives you more time to formulate responses, plus a record of what was said).

    Who will be my contact person when I arrive?

    I use this one all the time with, for example, brides who are micromanaging the wedding planning (down to calling the saxophone player). If I arrive at the gig and need to know where to set up or collect my check, it’s going to be awkward for everybody if I have to bother the bride with business details On Her Special Day. If necessary, I gently suggest that she put a trusted friend in charge of answering the band’s questions and handing over their payment.

    Who is the musical director?

    This one is sort of a trick, because if it’s the kind of gig that actually has a musical director, then it’s less important that I know in advance (and, often, it’s the musical director who is offering the gig anyway).

    When I really need this one is when a well-meaning non-musician is trying to hire a band piecemeal (“Oh, my cousin is going to play guitar, and this guy I know from church is going to play drums, and my boss’s friend is a piano player…”). Asking this question gives me a chance to drop the hint that somebody needs to be in charge musically. In some cases, I’m able to segue into some friendly advice that they hire an existing professional group, or hire a professional to put together an ensemble.

    Just so I’m totally clear, are you offering me a paying gig, or is this more of a volunteer situation?

    I do still get calls asking me to donate my time. While I mostly turn those down, I don’t think it’s helpful to be nasty or condescending about it. Phrasing it this particular way gives the caller an easy multiple-choice question to answer without any waffling or weaseling. And when I turn them down, it seems less like I have refused a direct request, and more like I’m just passing up a chance to “volunteer.”

    Can I count on $XXX?

    Sometimes less-experienced hirers (such as someone hiring for a business or school event) have a budget range in mind, and (foolishly) tell me what that range is (“Well, we can pay between $AAA and $BBB”). The number they are hoping to pay is the smaller one, but I’ve made the mistake before of fixating on the larger one (and being disappointed later). Always nail down an exact fee. I try to get the top end of the range, of course, but make it worthwhile: “Can I count on $BBB? That way I can be sure to get a great keyboard player.” Or: “Can I count on $BBB? Then I can cancel some lessons that week and have time to look over the music in advance.”

    If they are hesitant to commit, you can say something like, “Okay, why don’t you call me back as soon as you have an answer, and we can firm things up?”

    Is that the base rate, or does that include travel/doubling/etc.?

    If the caller really is thinking in terms of base rates, then I probably won’t need to ask this question. But hirers who aren’t tuned in to this are probably counting on me to walk them through the process of hiring me. Asking this question gives me an opening to educate them that it’s appropriate to pay extra for travel time, or for bringing multiple instruments. (A quick web search for “afm wage scale” will give you at least a rough idea of what the union considers fair for doublers.)

    Do you have useful phone strategies for lining up gigs (large or small)? Please share in the comments section.

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