Building a Regional Music Market – The Texas Model

For those of you who have been living under a rock, there’s something brewing down in Texas. Actually, it has been for quite some time. It started when Willie grew his hair, rolled his own, moved back to Austin, and brought Waylon with him. It’s a revolution- its artists who turn their back on the establishment, and succeed not in spite of it, but because of it. It’s a regional country music market where unsigned bands place a higher premium on their music and fans than they do on their money and the size of your heart matters more than the size of your home. And the coolest thing of all- these guys are making a living doing what they love, on their own terms. Fast forward a few decades and the legacy of the men who started it all is being carried on through guys like Pat Green, Jack Ingram, Cory Morrow, Jason Boland, Reckless Kelly, and Cross Canadian Ragweed (although from Oklahoma, it’s the Texas market they’re working).

When I look at Texas, and all that’s happening there, only one question crosses my mind- why Texas? Not just why Texas, but why not Wisconsin, Missouri, Arizona, Maine, Deleware, Nebraska, and the list goes on? Country music is a whole lot bigger than the south. There are rednecks and hillbillies all over the place. So what does Texas have that we don’t? I think it comes down to relationships- three very important relationships.

Artist/Artist Relationships
The first thing that makes the Texas music market successful is the good old fashioned principle of teamwork. What is good for one is good for all. Often times, in a regional market, there is 1-3 lead horses. And damn, don’t they feel good? They are the band that the radio stations call when they need an opener. They are the band that headlines every county fair, rodeo, pig roast, corn broil, and keg party in the state. Then there’s everybody else. They play shows here and there, and book what they can, wherever they can. If we as local musicians recognized our opportunities and learned to work together, we could do so much more together than we can as individuals. The artists in Texas look out for each other. Imagine the power that a union of 5-10 bands could hold. They could do so much. They could host their own independent musical festivals. They could pool their resources to bring national acts to the area, and they could all have an opening gig. They could fund an indy label and recording studio where they all have the opportunity to affordably produce and market their music. They could develop a referral network and help each other find jobs.

There’s really no limit to the possibilities. And arrogance is the only thing in the way. Look, you may be the most popular country band in the state, but what does that really mean? Wouldn’t it mean more if your state was known for great country music? I think you’ll agree that it means a lot more to be even on the bottom rung in a place with Texas’ reputation than it does to be on the top rung in any other regional market.

Artist/Radio Relationship
Artists and radio need to meet in the middle somewhere. Here’s a reality check for independent country artists: Radio is annoyed to shit by you and your relatives’ constant calls to play your song. And here’s a reality check for radio: If you guys would throw us a god damn bone once in a while, we wouldn’t always be on your ass. We’re both in this industry, so why don’t we work together? For a regional music market to work, the fans have to be exposed to the music. It’s plain and simple. And the best way to expose them to the music is to mix it in with the regular radio play list. For the most part, indy artists don’t want a freakin’ royalty check. They want a NAME check. They want their song to be sandwiched between Kenny Chesney’s latest hit and a classic from Alabama. They just want to be heard. But as artists, we need to understand the station’s position as well. They are responsible to their advertisers and listeners. And just because your grandma wants to hear your latest song, that don’t make it good. HONESTLY assess your music. If what you are about to send does not stand head and shoulders with or above what’s currently on the radio, don’t send it. Don’t waste their time. Why should they play a half-assed song by an artist nobody knows? You have to give them a reason to play your stuff. And it better be good. So focus on your VERY best material.

In Texas, not only do the regional artists get regular airplay, but they even have a Texas music chart where regional artists chart their latest singles. I realize that some stations are owned by the evil conglomerate drones like Clear Channel, and their hands are tied. But every station could all be doing something to help their local bands and expose their listeners to some great local music. Maybe it is a weekly 1 hr. program on the local scene, or maybe it is a daily featured song from a local artist. But damnit, do something! We’re more than willing to work with you! Indy artists, focus your attention more on independently owned stations. They typically have more freedom with their play lists.

Artist/Fan Relationships
This is the single most important relationship in the equation. For a regional country music market to thrive, there has to be demand for it. And only the fans can create the demand. It can’t be faked or manufactured. It has to be real. There has to be a commitment from the artists to stay true to themselves and their music. And there has to be a commitment from the fans to go to the shows, buy the music, and help promote the artist. See, that’s what so many musicians forget. The only difference between an artist and his fans is which side of the microphone they are standing on. The sooner we all realize that, the better off we’ll be. Fans don’t want some phony ass wanna be up there. They want someone real. Someone who will be true to the music, true to himself, and true to them. If they want an arrogant jackass to feed them bullshit, they can get that from plenty of major label egomaniacs. They don’t need us.

So I guess Van Zant’s got it right. If you want to build a regional music market, damnit, help somebody if you can. Oh, and a little sip now and then don’t hurt either.

What do you think?
Have you seen a great regional artist who deserves to be commended for the way they treat their music and their fans? Let’s hear about it! Have you seen a regional artist whose ego exceeded their talent? I want to hear about that too! What are you doing to help regional music in your area? What else do you think could be done? I look forward to hearing from you.

By the way, keep an eye on the links section. With each post, I will change out the links to something that pertains to the topic.

Welcome to The Man in the Middle!

Hi, my name is Pat, and this is The Man in the Middle. That sounds like a good start to me.

I am an independent country singer/songwriter originally from western Wisconsin, now transplanted a few miles down the Mississippi River to St. Louis, Missouri. If you know me, hi! It’s good to see you again. Have you lost weight? You look great. If you don’t know me, hi! It’s great to meet you! Do you come here often? That takes care of the pleasantries. If you like what you see here, check out my website at www.patwatters.com, or join my mailing list by sending an e-mail to patwattersmusic@yahoo.com.

I am a country music junkie. I like to sing it, listen to it, eat it, drink it, snort it, smoke it, write it, and write about it. And that’s what the Man in the Middle is all about. You see, I represent the majority of artists in country music. Names you don’t know, voices you don’t know, and songs you haven’t heard. We’re not amateurs- we are no strangers to the stage and the crowd. But we aren’t crazy famous either. We don’t have guitar-shaped swimming pools, 4,000 acre ranches, or videos on CMT where we show our bare asses for publicity, pretending we had no idea people would react to it. We are the men (and women) in the middle.

Coincidentally, The Man in the Middle is also the name of a song I wrote, that is going to be on my upcoming CD, titled- you guessed it, “Donkey con Queso”. Oh wait. No, it is also called “The Man in the Middle.” You see that? It’s like a psychological, elusive marketing scheme to get you excited about the record. Or at least it was until I told you about it. Damn, I dropped the ball there.

So what kind of stuff are we going to talk about here?

Country music. Surprised? I hope not. We are going to talk about all things country- the latest news, artists and songs, and most importantly- the independent music scene. Nothing polished, or proper. Just honest input about the state of country music. For instance, is it indeed going to hell, and is its vehicle of choice indeed a hand basket.

Life from the other side of the mic. Have you ever been in a bar, lying on the floor, explaining your childhood to an invisible friend? Wow me too. But have you also been in a bar, and seen a local band or singer and thought “Hmmm, I wonder what the hell he’s thinking?” Typically, the answer to that is “Damn! What song do I have to play to get someone to buy me a shot.” But sometimes we think other things, and I will give you the inside scoop. For starters, I have included a picture above to show you what we see, from our side of the mic.

Reader participation. The Man in the Middle is about engaging in direct, well-thought conversation about the music we love- country music. So feel free to post your comments. If you think I am wrong, let me know! If you have a new perspective, get it out there!

So, I have a few questions for you:

Who is one of your favorite independent artists, and why? I will regularly feature different independent artists- some of whom I know, and others who I don’t. So for starters, I would like to know who you are listening to and why? If they have a website, please post that link as well.

I hate the word “blog”. It sucks. This is supposed to be an appetizing morsel of country music. Blog sounds like an ice cream scoop of day-old coleslaw, served up by an irritated lunch lady. But that’s the problem. I can’t call it “The Pat Watters Man in the Middle Country Music Posting Place” because that is a two-to-three-breath name. I would prefer something short, like blog, but not so Star Trecky sounding. So fate be damned, I want to hear your suggestions.

And to get you started thinking country music, there are a number of brand new artists in country music- Jason Aldean, Ryan Shupe, Bobby Pinson, Van Zant, Sugarland, and several others. From what you have heard, whose name will we still know in 5 years? Remember Mark Collie, Shane McAnally, or James House? These 3 guys had some hits, and the promise of a future, but they are gone now. So who is still going to be here in 5 years, and why?