John Albert Thomas Solo Piano

The Indispensable Musician – Part 4: Value-Added Music

VALUE OF CLIENT –> VALUE OF MUSIC –> INCREASED REVENUES

In the Client-Centered Paradigm, there is a relationship between the perceived value of the client and the perceived value of the music. The client perceives the value of the music in direct proportion to the amount of value and honor the musician shows the client. As the perceived value of the music increases, so does the potential revenue from that music.

Compare the two paradigms:
Musician-Centered: I could compose a beautiful piano work inspired by a beautiful nature scene. I could record it and sell it on iTunes 99 cents per download. Some nameless fan would appreciate it and I would receive 70 cents from their download.

Client-Centered: I could interview a particular fan to learn about them–their personality, memories, dreams, and passions. I could sit down at the piano and compose a beautiful piano work inspired by that beautiful person. I could make it special by creating a custom CD, framing that CD, and writing a beautiful note about how that person inspired this piece of music. Sure I could sell it on iTunes for 99 cents per download, but this time there’s a story that needs to be told. The music is more valuable now, at least to that beautiful person, their family and their friends. And if I tell their story to the world, perhaps the world as well.

If you are a musician, how much would your future clients be willing to pay for a gift like this? A gift as rare and unique as the recipient. A gift that can only be given once and only to that person. A gift that honors the recipient in front of the whole world in way that nothing else can.

The indispensable musician is someone who chooses his muse, and that muse is outside himself. The value of his music is a reflection of the value of his muse. When his muse is another person, then his music is priceless.

Prev…Part 3: The Client-Centered Paradigm

Next…Part 5: Free MP3s As Loss Leader

The Indispensable Musician – Part 3: The Client-Centered Paradigm

CLIENT INSPIRES MUSICIAN –> MUSICIAN CREATES MUSIC –> CLIENT BUILDS FANBASE

Two years ago during a viewing session with our family photographer, my paradigm started to shift in a new direction. Our photographer played my piano music as the soundtrack to our photo slideshow. It turned a pleasant experience into a stunningly emotional one. We wanted to buy ALL of the pictures. The music helped increase the perceived value of the product.

We talked about the prospect of composing music for slideshows, and he handed me a sample photo album of another client to test the idea. The result of that test was this song, which made it onto my album, Zuzu’s Petals:

It wasn’t until a year later that this seed germinated into two ideas:

1. PianoGraphy – Custom piano music for photographers and videographers to use in slideshows and videos
2. Piano Portraits (i.e., tributes) – Custom piano music given as gifts, and inspired by the recipients themselves.

In the new paradigm, the client provides the inspiration for the music. The client pays for the creation of the music. The client shares this music with others who become fans. Some of those fans become clients. Lather, rinse, repeat.

In the new paradigm, the number of MP3 downloads is no longer a central goal. The central goal is now building deep, authentic relationships with individual fans, one at a time. It’s about inviting them into the creative process. It’s about letting them share the music they inspired with the world.

It’s about them.

Prev…Part 2: The Musician-Centered Paradigm

Next…Part 4: Value-Added Music