Why are so many independent artist unwilling to hustle?

Recently an artist contacted me about a possible spot in one of my upcoming showcases. I gave this artist all info regarding are guidelines and stipulations. One of which was that they had to be willing to promote the event and sale tickets. This artist was obviously interested in a chance to showcase their talent because they responded back as such but then proceeded to say “What do you mean I have to sell tickets? All I do is rap!” I didn’t respond back because at that point I saw just how serious they regarded their career and how much respect they had for the game and what goes into it.

Now, unless you are well known and are a recognized act you will have to sell tickets, CD’s, T-shirts and other merchandise to generate not only capital, but also interest in what you have to offer. Treat yourself as a serious professional, and a business person or no one else will either. No matter what field or market you are in your primary business is to be a salesperson…period! As an independent artist your main goal is to always be selling yourself and brand. Don’t confuse your profession with your business! Besides, if you don’t believe that you’re passionate and driven enough to convince peoples to come out and support you at a show or to purchase a CD from you or other relevant merch, you shouldn't waste your time.

Artist please remember rule # 1… This is the music “business”! Though you may not like it, if you want to succeed you have to treat yourself and talent as a business. This is especially true for independent artist. If you don’t have the hustle and drive to do what it takes to get people to know that you exist and eventually how good your music is then how could you expect anyone to believe in you enough to do the hustling and selling for you? The truth is, is that even record labels don’t spend money on unheard artist that are unproven in the “market”. Yes, I said MARKET…WHERE GOODS AND SERVICES ARE SOLD! Where sales of records and merchandise are made. Record labels are in the business to make money and you should be too. So that leads me to rule # 2: Invest in yourself! If you are afraid or unwilling to invest your money, time & energy, don’t expect other to invest in you either.

Sale tickets now so you won’t have to later!