Why musicians cost money

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.

In 2009, I finished a doctoral degree in music performance, and landed a job at a small university in a rural area. Like many young academics, I assumed it would be a stepping stone.

In those early years, I interviewed for a number of other positions, and generally found that they would be lateral moves. Most of the schools interested in hiring me didn’t pay any better, weren’t any better-located, and didn’t offer a better match for my skills and interests. I stayed long enough to earn tenure, receive a couple of promotions, and carve out a role that suited me well. I also married someone with ties to the region. We bought a house and made plans to stay.

In 2024, the university announced some serious cuts to academic programs as a cost-saving measure. Each degree program was reduced to a series of metrics in a spreadsheet, and sorted by a calculated financial “value.” Music departments don’t fare well under spreadsheet scrutiny, since we do much of our teaching one-on-one or in small groups, and always need more money for scholarships, grand pianos, and travel. My department was cut, and most of the music faculty, including me, were given one terminal year before being laid off.

I didn’t expect to be back on the job market mid-career, but things worked out surprisingly well. During that terminal year, my workload—and frankly, my motivation—lightened enough that I had time to also teach part-time at a not-too-far-away, much larger, and more reputable university, due to the sudden retirement of one of their faculty. That put me in good position to interview for the full-time job when it was listed. I was offered the job, accepted the offer, and started in fall of 2025.

I really couldn’t have been more fortunate about how things worked out, but while things were still up in the air I did find myself facing down some scary realities. While I definitely don’t have all the answers, I’m sharing my experience here in hopes it might be helpful to someone else.

What seems to have helped me was a combination of luck and an understanding of how music professors get hired. The job market is shrinking and shifting; many variables are beyond anyone’s control. But some are not. You can’t control where positions open. You can try to apply where the fit is genuine and make a case for why that fit matters.

My first concern was whether I would find jobs to apply to at all. The academic music job market is bleak—too many qualified folks, not enough positions, and job descriptions that are frustratingly specific. Even for woodwind openings (my area), some required background I don’t have, like in wind conducting, marching band, or music theory.

Then there was the question of where. Preference usually isn’t much of a factor in academic job searches; you go where the job offer is. One possibility I did an early-stage interview for was in an extremely expensive city that would have meant downsizing. Another was in a more affordable area, but with weather that would have meant retooling our entire lifestyle. Finding a good fit less than three hours away—and actually landing it—was far more than I could have hoped for.

There was also the matter of age and rank. While schools aren’t supposed to consider age, it can be an unspoken factor. I have many good teaching years ahead—but not as many as the freshly minted doctorates also applying. (A mentor even suggested shaving my greying beard to look younger.) My rank as a full professor may also have caused concern that I would expect title, salary, or autonomy that some institutions could not accommodate. One job that seemed like a no-brainer fit never progressed to an in-person interview, and the job went to a much younger (excellent and deserving) candidate. I can’t know why, of course, but I have to wonder.

On the other hand, I had the much-in-demand “college teaching experience” required in so many job listings. Having served on and chaired hiring committees, I’ve seen applicants without relevant teaching experience get dumped straight into the “no” pile. (For that reason, I strongly suggest that graduate students seek out teaching assistantships or part-time adjunct positions, even if unglamorous or inconvenient.)

Maybe more importantly, I knew how to frame my candidacy better than when I was a new DMA. In those days I leaned heavily into my nerdy academic interests and my high-minded teaching philosophies. This time, I focused on recruitment strategy, experience working with diverse (and sometimes underprepared) student populations, and a track record of collegiality and flexibility. I tried to present myself as a candidate who could help solve practical problems for my future colleagues and department. Artistic excellence matters, but it’s not enough.

The opportunity to teach part-time at the institution before the full-time search was likely helpful. I built relationships with faculty, and did a lot of driving back and forth to support recruitment events and student performances. I learned the department’s priorities and pressures, and spent those hours on the road thinking about them. Recruitment and growth were central concerns, and I could show that I already had a local recruiting network that aligned with those goals, including former students now teaching in area schools.

My younger self thought artistic excellence would determine my career trajectory, and that tenure would secure it. Mid-career me sees things differently. Tenure is not immunity from institutional change.

I can’t claim to know exactly why I was hired at the new job. Hiring can be kind of a black box. But I do know that I approached the process with a clearer sense of institutional realities, and that I tried to make a case for how I could be useful within them. In a hiring landscape that can feel opaque, that was something I could control.