I Know Ya... YOU Ain't Gotta Lie To Kick It!

Some of my consistent readers and followers are aware of my current and future projects. To my new readers, I aim to put out the best music reviews and at the same time give you

some hardcore facts about your career. My Fluence account is quite busy, the Mixtape issue of n'Rotation The DJ Magazine will be wrapping up in the next few weeks and  "The Needle To The Record" documentary is in pre-production as I type. So please continue to share and personally be inspired. I kept this entry short and sweet due to my new and up coming projects. But I promise to always bring you the best of the #MacAttack. Sit back and enjoy the ride.

As musicians the music you create is your story to the world. You spend weeks and months writing, recording, mixing and mastering. After all of that, you now get to see if it was worth all you've went through. If you hate math...GET OVER IT! These numbers set your mood from here on in your career. There's plenty of methods and tools to get your name and voice out there. If you look at the industry as a game of chance, you'll be looking at it in the wrong way. There’s no testing your song out while you create your greatest work. If you're listening to your entourage at the point of creation...DEAD WRONG! Know what you want, because that deal you seek comes with a label who "CONTROLS" every aspect of your career. We know that even major label artists have flop albums.

Don't get stuck in this mindset. The internet gives you a direct connection to new fans and access to music listeners. True music listeners can give you feedback instantly and don't mind sharing good music. My time at Fluence I've reviewed, in my opinion a lot of potential hits. 80% of the artist have followed our advice in one way or another. I know this because the numbers have increased dramatically. The ones that don't follow through...well, let's just say..."Incomplete!" I have a couple things together that may help you in the pursuit of music career happiness. 

KNOW YOUR FANS!

You have direct contact to key fans already, an email list. Now I know there's so many ways to connect, but email is your virtual hand to hand combat. The thing with emails is they may get discarded, so I suggest you develop a dialogue with your fans and inform them that you need their feedback and ask if you can email them something important. You already have a great way to get direct feedback from your fans. Google Forums is a great way to ask your fans what do they want to hear from you; possible collaborations or send that recorded verse and hook to them for their listening pleasure. Remember you're trying to reach music listeners and not your folks and 'em. Ask your fans direct questions about your music. Ask them to vote on your next potential single, the sky's the limit.

If you’re not getting as many survey responses as you’d like, you could tie it into a contest. Everyone who participates could win a free t shirt, signed CD, or be with the entourage. Incentives will get you more results.

NUMBERS DON'T LIE!

Who's checking the analytics? We all can't be analysts, that includes your friends and fans. Someone at a label, media outlets, or a promoter is checking to see your likes and fan engagement. I'm not saying you don't have to learn anything about analytics, but you could learn from them. Why is someone watching your video in Norway, or who's actually listening to my music? These numbers can have a good impact on your fans. Deliver the truth, the truth that they can understand. Views and likes are easy to show but it's more views and likes that you can create across the board. Place your content on many media outlets. Grab that view count and make it known, "My material has XYZ views!" People don't want to miss out on what everyone else is watching.

Give your fans everything they want and need to keep you relevant from day to day. Your music isn't just a product,it's your message to the world! Deliver it the right way and ALL of your efforts will never go unseen or unheard. 

#LeslieMac

Closed Mouths Don't Get Fed!

So your project is done, has been done, or you thinking about going into the studio...Well wait one minute! The truth has to be discussed and it may hurt or discourage many. But, if you truly want to know about your career, you have to know what you're really up against. What ever you need to do to get in your zone, I suggest you do it NOW! 

Let's look at music posts like you look at your social media posts. 60 seconds...Over 12 hours of audio is uploaded to Soundcloud every minute. That's not including any other site. Yep! That's a lot of noise. So how will you be noticed, please tell me?!?! 

Here’s the problem my colleagues and I face on a daily basis, as media journalist, and it’s getting "worse” by the day. Too much content. My only filter and is a benefit for an artist is

to submit music to me via Fluence. I can guarantee: a listen, feedback, and possibly a share if it's up to par. Really there's too much noise out there. During the "iHeart Radio Awards" Madonna said, "2 million songs released to the world." That's mainstream only...DAMN! It’s easy to get lost in this sea of new tracks and songs, so you need to WORK on getting heard. 

I played the fly on the wall a couple of days ago and it really took a lot for me not to blow my cover. I am sad to report, people are not listening! No matter how good your music is, no one is taking the time to listen. Strangers won’t sit for an hour with their headphones on to appreciate the structure of your track, the melody or lyrics. If your music is very good it could help win their ears, but they just won’t spend one minute to listen. They will scan the track list briefly, looking for those mainstream features. With No big feature, it's likely your music won't be allowed inside their world which is already overloaded with music and information. I've always said, "people listen with their eyes, not their ears, and they may not even know it.”

Artists and DJs alike, "listen to me now and believe me later on" (in my Kujo Goodie voice), campaigning needs to be turned up! If you're giving away material, get something in return,

 even if it’s not money, i.e. some type of social media contact. Gain a connection don't walk away from a potential fan empty handed. You put money and time in the production of your project, so totally "free" is not something I'm a fan of. I can't give you a dialogue for that because the environments that you may be in might seem like it's not ideal for that type of exchange, however, become clever when you distribute your material. O.K. I will give you one idea...Take a pic with the potential fan and ask for their IG handle so that you can mention them when you post. (hint, hint) There’s still some dialogue required, but the engagement was made. 

As you could notice, I didn’t mention promotion at all, although without marketing and

networking you won’t get too far. You need to work on your brand first, then you can think about reach. A new listener will pay attention to your look, the cover artwork. It’s sad how many artists still think all it takes to achieve success is to have great music and to reach as many people as possible. Thats a logical idea, but its madness. The truth of it all. Its a tough industry, but if you use the legit and effective tools to get your brand noticed, this could lead to that “Dream come true.”   

#LeslieMac

iExperience...SXSW

I'm back home and headed to Virdiko’s annual  “Monday after SXSW DJ mixer.” But before I get fixated on that, I have to report on a horrible iExperience at SXSW. The “i" in iExperience stands for "Independent." This HORRIBLE iExperience is one that nearly all artists have seen sometime in their career. Have you ever thought that the "Good promoting idea," is the "Bad promoting idea?” 

Indie artist’s have a goal and a dream to perform during the music week of SXSW. This yearly event can set the mood for your music career and spark new ideas that could lead

you down the path of, "music turn-up!" But to those artist who don't have a stage to perform on, being there in the trenches of 6th street, gives them the hope that they can make the connection to the fans. From my #Meerkat app, I streamed live from #SXSW2015. I saw the hard work from many artists...on the ground. Yup, the ground became an ugly reality of what may happen to a artists project. I'm never ever ever ever (in my Smokey voice) going to discourage from promoting, but I will always encourage you to seek out the effective outlets and ways to get your music to the public. Hopefully something I say helps you gain a fan or two, or even a hundred. 

Standing out is hard work no matter what method you come up with. Fans want to know

what makes you unique. How are you presenting your music? The way you present your music gives you the advantage over the not so serious artist. These not so serious artist dilute the independent music genre. I suggest you make the DJ your fan. Whenever I go out, I would hear Definition DJ, DJ Papa Ron name in songs. Artists know he's spinning indie artists records. In my head I hear Slim Polk’s “Tattoos” playing..."Papa Ron got the club crunk!" In order to sustain your career you must provide the fans a unique iExperience. If the DJ is your fan…Give him a shout out! This type of attention could give you an edge and could lead to you getting shows. And you know shows are always career milestones. 

Let's just put things into perspective, and hopefully this won't fall on deaf ears. In the words of Coach Diana Williams..."YOU BETTER BRING IT!" Shout out to the Dancing

Dolls…#DD4L! But seriously, I would rather talk about Hot New Music instead, of the "Hot Mess" that covered thesidewalk. The “Hot Mess” that made Austin's 6th street look like a dumping ground for unwanted CDs. When I see artist with chains and medallions on and belt buckles shaped like 2 G's 😜, the mystery is solved on why the CD presentation is so lack luster...👎❗️ Dressing up your project is the most important thing after the sound has been mastered. Let’s take care of music!

SXSW is still growing believe it or not. More stages and venues are opening up, and to an indie artist, performing during the music industry's biggest week is the ultimate iExperince. But priorities need to be addressed people. During SXSW I was asked to do some marketing and promoting for

Ludacris, Wale, Big Krit, and a few more DefJam Artists. You can imagine what kind of attention I received from Indie Artists, “Check me out…Listen my mans and them…etc.” At the end of my first day of collecting CDs, I found a trend amongst the indie artist…paper sleeves and artwork thats nothing more than contact info. This is unacceptable…SMH. I Know...I Know, I've said it before, but it's not clicking...PRESENTATION people! Music is alive, it breathes, and it evolves. Dress the music up properly and then send it to the people. Let the fans bug the DJ to play your track. The best iExperience, is when your song comes on and you didn't have to ask for that spin. But hey, I completely understand this career choice cost and I can recommend a simple start. My blog community has a very instant response system that will tell it like it is before you put your hard work out there. Submit me your music to Fluence, and watch what happens…the iExperience that you're looking for. 

#LeslieMac

A Change Gonna Come!

There's a serious need for a Bullshit Regulatory Commission on music. DJs control the night and they have a reputation to uphold and that's 1 reason that new track of yours isn't getting a spin when you walk it in the club. 

Let's explore the word ‘Ritual.’ A Ritual is a religious or solemn ceremony consisting of a series of actions performed according to a prescribed order. 

Now with that little bit of knowledge we can explore this "change". What is a DJ if he can't scratch, what is an MC if he can't rap? Those lyrics were directed at the future. Now we have "Push Button" DJs and songs are being pumped out of the studios faster than I

can listen and write my reviews on Fluence. Now, I will never knock talent or the attempt there of, but I will call attention to quality! So to answer the second question, a MC that can't rap is someone who hinders the movement. These MCs have unintentionally created the politics of the industry. Politics have their own place but in Hip-Hop? NO! What do we say to that? In the words of Hip-Hop legend Chuck D, "Fight The Power."

As the records, CDs, or even the colorful graphics display on your installed DJ program

have a revolution, the industry must have a Re-Evolution. An indie artist is born faster than

mothers delivering a baby through natural child birth. "There's a song and a remix in your inbox," is what just displayed on my computers desktop as I type. There’s passion in the production of these songs, however there's a lot of bad quality projects that are being put out. These projects hinder the good music from gaining its momentum to move from emails to ears. But that's a blog to be discussed at a later day. 

ATTENTION ASPIRED MUSIC ENTERTAINERS

Quality is priority #1! You absolutely, positively cannot cut corners on this part AT ALL. 

1. Get to a studio, with a booth and a engineer… get the sound A-1! 

2. Everyone with PhotoShop thinks they can do graphics, so not the case. Find that 1 graphic artist that really does know how to give you that quality...keep going to them. If it doesn't look good, what are we going to expect from the music?

3. Seek out a lot of good, consistent business relationships. DJs, promoters, Bloggers, fan engagement, and most of all treat your projects and talents as if they're the love of your life. 

This brings me back to Ritual… Imagine having to set the mood or tone for 100s even

1000s of people who want to hang out after work or after a long week or after monumental occasion. Well that's what DJs are tasked with when the club doors open. When fansstream mixtapes to their devices they're looking for that mood changer and motivation. Consider the daily and weekly Ritual of the DJ. Don't think you're going to just walk in and drop off some music and hear your song in the middle of the DJs set! Create a Ritual for your music and then you may fit into the DJs moment. 

I want to end with two finds that I have discovered. 

1. Next 

Next combines Instagram, Tinder, Twitter and Facebook all into one app and lets the artists, DJs, and Music fans discover new music without the garbage that can litter the information highway. Hence one way to regulate the bullshit in music. If you're not delivering a good Listening experience, they will swipe to the left. You have 30-seconds to preview your skills. New fans can view full-length videos and full profiles. No ads and it's free! Next boasts that it's app is, “A real, dedicated music community for mobile.” This is the app that requires you to look good and sound good. You have 30 seconds...GO!

2. Bandcamp 

I'm going to start with a fact....Bandcamp has paid $100 Million to Independent Artists and labels. This direct to fan (DTF) music sales platform, has been the new version of "out the trunk" since its launch in 2008. While the industry reports record sales declining, Bandcamp reports the opposite. In a interview with Billboard Co-founder Ethan Diamond stated, “Bandcamp  has increased 30% in sales last year and now average $3.5 million per month in record sales." That "works out to about 16,000 records a day...One every five seconds, twenty-four-seven." Oh by the way, it's free to join Bandcamp. The site is planning on some major add-ons, so it behooves you to get that project right or the consumers will continue with the 'boo' action. 

If you're looking for a start, submit your music to me at Fluence for immediate feedback. Be a part of the change or end up sounding like the artist that says, “ …I’m just trying to get my music played."  

#LeslieMac

Uninspired AND Unexcited...That's some BS!!

Your music journey may have many highs and lows but one thing you must do is surround yourself with the "Real." Throughout my journey I've hit roadblocks and obstacles that only made me work harder. 

Over the weekend I was invited to the "I Am Dope Tour" where I heard a new sound Hip Hop, Punk Rap. The band "No Solutions" is going to be a game changer. Saturday I was in Denton Texas attending the Thin Line Music Festival. I saw AV The Great perform with a live band and I was like, "Damn! He killed it!" Headlining that night was the incomparable Devin The Dude who brought with him The Odd Squad and the artist RUMe of Coughee Brothaz performed the hit "Garden Tool" this is definitely one you need to have on repeat! At the end of Devin's performance, AV took to the mic and expressed his appreciation for Devin coming to rock the stage for the Thin Line Festival. I have to say that was a true moment of inspiration. 

Music should never lose its intent. I've traveled and have had the honor of meeting some of the most influential people in this business. All have given me the push and support needed in this industry. You can't do this if you're Uninspired and hanging around the Unexcited!

We all know how great music makes us feel. Plenty of life's quotes have come from Hip Hop and the DJs have been the physicians providing us the medicine to get us through each moment of our day. Most of these quotes are about girls, money and success, but there’s still great quotes about happiness in life and they inspire which turns into excitement! 

In 1995 Russell Simmons presented the world with the movie "The Show." To those of you

who don't know about this true Hip Hop classic, it's a documentary about the Hip Hop culture at that time. This opened my mind up to the stories behind the music. Before I was just enjoying the music and not giving a thought to the things that motivated them to write those lyrics. From Slick Rick to Snoop Dogg and from Dr. Dre to Andre Harrell... I fell in love with Hip Hop all over again!

Through every handshake and interview, I have been inspired to help others see their vision and grow this industry. Over at Fluence (https://fluence.io/alme214) I have the opportunity to expand your brand even more, now that is exciting to my soul!

As artist or a DJ, the only way that you can achieve the goals of your career is to surround yourself with an excited team. Not the ones who are excited to be getting in the club with the artist, but the ones who will pick you up when it's time to go to the studio, the ones who will tweet, retweet, share and repost. And

notice I didn't mention those who just hit the "Like" button. Likes don't put your music in front of new fans. So watch for those excited people. They will support your movement, they will believe in you and not just the perks. 

Hanging with the Uninspired and Unexcited is some BS! I have music submitted to me day in and day out and try not to miss a single beat. Don't hesitate to email me directly with your music or submit it to me over at Fluence. I can share to my vast network of industry colleagues. Stay inspired and excited!

#LeslieMac