Today marks the release of Bernie Tormé’s awesome new double album “Flowers and Dirt” and I’m delighted to been able to help in a small way on the road to Bernie’s renaissance that led to this development. Bernie’s example teaches us valuable lessons about business, marketing and engagement. Firstly, let’s hear the man himself explaining the project:
You may have heard the phrase “If you want something done properly, do it yourself” It is incorrect in many circumstances, since a committed expert will always do a better job than a lazy novice. But in the case of my friend Bernie the cliché is absolutely true … The music industry has lots of people with good intentions but poor timing and competence when it comes to the murky world of marketing and promotion. So Bernie decided to adopt a DIY approach to support his new album release and tour. He crowdfunded the project via Pledge Music to engage people and was funded to 418% of his target.
Bernie’s tour takes off on October 15 and the double album “Flowers and Dirt” is available today on Bandcamp and all the usual platforms. If, like me, you want the money to end up with the artist rather than a bunch of middle men, buy it on Bandcamp.
Business and Music Lessons
- Whilst conventional wisdom suggests that leadership and management is all about delegation, in the music industry, there is an argument for a DIY approach if you cannot get hold of great people to manage your enterprise.
- The DIY approach cuts out all the thieving by major platforms such as Amazon and iTunes, though a plethora of middle men, and connects the artist to their fans direct. It’s what consultants call “disintermediation” but what I call common sense.
- Look in other places to find other people who are committed to help you. In Bernie’s case, he harnessed the power of the crowd and a little help from his friends.
- Seek advice from experts, but consider your own circumstances too and decide to do what’s right for you. A best-fit approach is always better than “template” business advice.
Bernie was extremely kind in giving me some credit for helping to kick start his thinking re marketing and I ended up with a credit for this “accidental coaching”, alongside Arthur Brown, the man behind the 1960’s hit phenomenon “Fire”. We’ll be performing “Fire” by Jimi Hendrix when I join Bernie on stage at London’s Borderline on October 29th. Be sure to book your place at the gig of the year and relight your own fire …
Peter Cook leads Human Dynamics, offering better Business and Organisation Development, Training and Coaching. He also offers keynotes that blend World Class Leadership Thinking with parallel lessons from music via The Academy of Rock – where Business Meets Music. Author of seven books on Business Leadership, acclaimed by Tom Peters, Professors Charles Handy, Adrian Furnham and Harvey Goldsmith CBE. Contact Peter to transform your enterprise.