7 Skills Every Artist Entrepreneur Should Have

My last newsletter (definitely recommend giving it a read) generated a mild buzz in the Classical Music community. I think it’s important that we talk about reality.

With that said, I don’t want to be a Debbie Downer.

The most common question I received in response to the newsletter was “so, how do I start the path of an Extra-Classical String Player?” Well, that path begins developing the skills of an artist entrepreneur.

It doesn’t matter if you’re a string player or a trombone player or a graphic designer or an Undertale fanfic author—in order to thrive outside of institutions, you must build skills beyond your creative craft.

In the next five short minutes, I’m going to explain what these skills are, why these skills are important for artist entrepreneurs, where you can learn them, and how you can take the first step developing each one.

Don’t worry, getting started is easier than you think.

1. Writing

Why: Writing is the one skill that can change your life. Gun to my head, I would recommend that you focus on this skill the most.

Artists entrepreneurs need to write:

• Persuasive marketing copy to relate with prospective customers

• Standard operating procedures to train contractors and employees

• Memos to update business partners and investors on the state of the business

• Scripts for content creation

• Emails to connect with new vendors or clients

I can keep going. Developing this skill intentionally will have a positive compounding effect on almost every aspect of your work.

First step: Start writing about something you deeply care about, and do it on a consistent basis. You don’t have to publish it just yet, just form the habit. To make the writing process fun and more creative, change the location of your writing each week. I like to use this as an excuse to discover new cafes in my city.

Learn more: The Elements of Style: Fourth Edition

2. Marketing

Why: Marketing at its best is storytelling. If you wish to serve other people, then you have to focus on marketing. Effective marketing will lead those who need your solution directly to you.

I didn’t understand marketing until I read Jack Trout and Al Ries’ book “22 Immutable Law of Marketing.” I cannot understate how influential this book has been to my personal brand. You NEED to read it.

Hint: I have begun focusing on Chapter 5: Law of Focus for Grace Notes ;)

First step: Define who it is that you want to help. Be as specific as possible.

• How old are they?

• Where do they live?

• What do they do?

• What are their wants.

• What sort of problems does a person like this encounter?

Developing an avatar will allow you to narrow your messaging to speak directly to your target audience. Don’t get caught up in the weeds—your avatar will change over time as you discover more about your target audience.

AVOID TRYING TO APPEAL TO EVERYONE. You’ll end up being attractive to no one. Being polarizing or controversial can also play to your advantage.

Once you have your avatar, create stories that talk directly to THEM.

Learn more: 22 Immutable Laws of Marketing

3. Networking

Why: I explain how important networking is in this newsletter, so I won’t waste your time here. Go check it out!

First step: Go to every party, networking event, or concert to which you’re invited (bonus points if you don’t know anyone). Make it a mission to talk to at least 3 different groups of people before you leave.

Get contact information from individuals that you know you can help. Follow up within 12 hours. Then, set up an additional meetup at a coffee shop and deliver the value you promised. Rinse and repeat.

Learn more: How To Win Friends and Influence People

4. Sales

Why: Sales is about eliminating painful problems. That’s it. The best salespeople aim to connect the customer with the BEST solution possible, even if the solution lies with their competition. As artist entrepreneurs, we tell our story through marketing and we present solutions to painful problems with sales.

First step: People love to complain, myself included. Open your ears, and take notes. Practice identifying painful problems and start asking yourself “how can I help?”

Is this a problem that you’ve solved for yourself?

If so, take that solution, create a product or service that delivers the solution, and offer it to people in your close network for free in exchange for testimonials or reviews.

Showcase those testimonials and start charging for your services.

Learn more: Sell or Be Sold

5. Specialization

Why: With the advent of AI and ubiquitous creative software, the art world is becoming more commoditized than ever. The barrier for entry is literally an internet connection.

A commodity a basic good or service that is interchangeable with other goods or services of the same type.

People don’t like to hear this, but just being a musician isn’t special. Just being a painter isn’t special. Being a writer isn’t special.

If someone needs “a violinist” to play their wedding, they aren’t looking for YOU. They’re probably just looking for the cheapest possible solution to this problem. It won’t matter to them if they hire you or a very talented 16 year old; it’s all the same.

THIS is why you must specialize. Participating in any market as a commodity will mean that you’re playing the price game. The winner of the price game will always be the one who offers their goods or services for the cheapest. It’s a race to the bottom and a waste of time.

Tip: Focus on differentiating yourself through your storytelling (read: marketing). This will build a brand. Your brand highlights your unique value proposition, and this will allow you to be compensated for your specific skill and expertise.

First step: Figure out what makes you different. Yeah, you play the violin, but what else? Lean into your authenticity. What sets you apart from every other violinist. What’s quirky and unique about you?

Lindsey Stirling saw this dilemma and chose to fuse her love of dance with her love of Dubstep and Violin. Fire.

Learn more: Made To Stick

6. Accounting

Why: This is the language of business. If you are an entrepreneur, you’re in the game of building businesses. Learning how to be an effective steward of capital is CRITICAL to achieving your mission. If you want to learn how I manage my money, check out this past newsletter where I illustrate my process for managing my finances.

First step: Track all of your expenses and income. If you don’t measure your inflows and outflows, you can’t develop a strategy to save and invest for growth.

Don’t know how to track your income and expenses?

Let me know if you’d like me to share some Notion templates that I’ve developed for myself!

Learn more: Profit First

7. IDGAF Vibes

Why: Building a business is hard. Once you begin down this road, you’ll start to receive feedback, both good and bad. Everyone will suddenly become an expert and will have an opinion on what you should do.

Ignore the noise.

It’s really easy to say this, but painfully difficult when you have to live it. Developing a thick skin is REQUIRED for this career path.

First step: Answer these questions in a journal. “Why am I doing this? Who am I doing this for? What is my ultimate mission?” Completing this step will allow you to connect to your higher purpose. Your purpose is your rock.

Outside opinions will affect you less once you understand your conviction. At the beginning, negative comments will feel like attacks on your character. Once you fully understand your why, those same comments will lose all their power. With enough time, they even become comedy.

Learn more: The Subtle Art of Not Giving a F*ck

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Takeaways

• Writing, Marketing, Networking, Sales, Specialization, Accounting, and Not Giving a Fuck, are essential skills you must develop as an artist entrepreneur.

• Start slow by taking the first steps provided above, and start building your reading list. There’s a lot to learn!

• Remember that everything you do must always point back to service. We’re here to help each other learn and grow <3

Business Updates (building in public)

ThatViolaKid Productions

• Called 3 tax attorneys. Aiming to formally incorporate this year.

• Not a lot of work is happening right now. I’m saying “yes” to gigs that I don’t want to do. Money is tight and I have to do what I have to do!

• Started scripting for my new YouTube Channel Trailer (return imminent)

wholesoul

• We are in talks to collaborate with 2 different artists this quarter

• We’re having a meeting with a composer next week. We’re aiming to create more original music this year.

• We had a meeting with a client in NC that wants us to record music for their wedding. We had a call, discussed details, and I’ve sent along a preliminary quotation for our services. Hopefully, this will be our first engagement of the year!