Berwyn is a suburb just west of Chicago, an area filled with independent art
and music. One of the most recent additions to the indie scene is a store called
Musicopia - owned and operated by independent musicians. The store sells guitars,
drums, and accessories, but doesn't advertise itself as an instrument shop.
Instead, Musicopia bills itself as a 'music lifestyle shop' featuring music-related
art, vintage clothing, and live in-store performances in addition to the music
gear. This brilliant marketing move has set the store apart from its older and
stodgier competition. Musicians can take a cue from this new store's approach;
playing live music and releasing CDs aren't the only way to pay the bills.
By J Wallace and Catherine
L. Tully
The first thing Musicopia does right is focus. All of the store's peripheral
items cater to its main marketing goal as a 'music lifestyle' shop. The colorful
vintage clothes are potential stage-wear for the right performers. How does
this relate to the indie musician? One word - merchandising. Established musicians
understand the value of merchandising, but up-and-coming groups sometimes overlook
this important source of additional revenue. Why not up the ante at your next
gig and sell some merchandise? T-shirts, hats, and other items with your band's
logo on them are all part of the marketing machine.
Musicopia succeeds in another area perfect for accomplished performers; music
lessons. If you have knowledge of music beyond "three-chords and the truth,"
you too could find a lucrative side business in teaching what you know to beginners.
Music instruction isn't for everyone; it requires patience and a technical knowledge
of the craft. If you have those qualities and need the cash, why not think about
taking on some students or sign on as an instructor at a local music store.
The art sold at Musicopia is all music-related, highlighting a trend that has
become very popular in the arts - mixed media. Bands who find it difficult to
get booked in established venues might try mixing it up a bit themselves. Texas
new wave/bubblegum band, Pink Filth, played their music in local art galleries
as part of a "performance art" project. This gave them access to a
unique audience where there was no competition from other groups.
When a struggling band tries to expand its income, it's good to branch out
into areas that are logical for the group. The key is to think beyond the stage,
but work within familiar musical territory. A two-person acoustic act can record
stock music for radio and television production houses. An electronic band could
find excellent pay doing indie film soundtrack work or music for industrial
training videos. The key is to think outside the box.
Musicopia is a unique venue in Illinois. There are many stores throughout the
nation that can be a jumping off point for ideas for your band. If you are thinking
about marketing when you visit them, it isn't too hard to see how their ideas
can work for you. Give it a try - good things can happen!
J. Wallace and Catherine L. Tully are freelance writers who specialize in
writing about music, dance and various other arts. You can reach them at www.freelance-zone.com
