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

First Things First

Re-evaluating priorities and rethinking the purpose of my music

For the past 20+ years I made it my goal to make a living from my music, yet God hasn’t seen fit to bless it in that way. Instead He’s blessed me and my family through software and web development.

If I can find a web/software job, I’m taking it and staying there until God peels me away from it. I’d rather provide for my family everything I am capable of giving them than pursuing a dream that God doesn’t seem to agree with me on. The latter leaves my soul lean.

So I am letting go of the goal which has robbed me of my joy and consumed my mind to the exclusion of more important things. I will still compose and produce music, but only because I enjoy it. It will be a hobby to share, and not so much a business to run.

What does this mean to you, my friends?

The biggest change is in my mind.  The second biggest is allowing my fans to pay what they want for my downloads (including FREE), and to share it freely with their friends.  I will still sell sheet music, CDs, licenses for business use, piano tributes (portraits), etc.  Please stay tuned over the next week as I implement this change.

~

Better to forget the things we THINK will make us happy than to forget the things that ALREADY make us happy.

Another thought that has haunted me over the past few months is that I only have seven more years with my oldest daughter.  She’s had a father who is preoccupied mentally and emotionally with his dreams.  What she needs is a father who cares more for her than for himself.

Whatever we can dream up will last for a moment, but children are eternal.

Pursue them first, and then when they are gone, pursue your dreams.  If they are good dreams, they will rise again.

The world says pursue your dreams at any cost; but it is far better to enjoy what God has already given to you with contentment, joy and peace.