Whenever The Time Is Now

by Cari Cole

My life is about coaching artists to become who they were meant to be – and leave the world a better place in their trail…myself included – we teach what we need to learn – period. Funny – I was just talking to one of my artists who resides in Canada today and as I was talking to her I started laughing because I was telling her exactly what someone should be telling me. She knows me from my Circle of Fire record, as an artist first, and I was telling her how important it is to do your music no matter what … and there I am with a whole new record in the cans, not yet released and we were laughing… so I titled this article the title of one of my songs from The Circle of Fire that is about starting where you are called “Whenever the Time is Now”.

So today’s article is about the recent conversations I’ve been having with my Step Up Artists who’ve just enrolled in the Step Up 2.0 Program. I just got off the phone tonight with 54 artists who called in for our first Group Call – one of three we’re holding this summer. We have 60 some odd artists in the Program – plus all the past Step Upper’s – that’s about 123 people in total. I’m so happy so many people showed up because we’ve worked so hard to reach out and touch everyone. Today all of us as artists and entrepreneurs have to get on the stick to make a point to connect with people (and it’s so worth it) – you can’t take it for granted – you have to go out and get it. You have to be out there big time to capture people’s attention these days – there is so much going on it’s easy to lose people. One thing you should know about me is I am very serious about my artists and I am serious about their results. And if they shell out cash to work with me – well then, I’m their biggest girl – I’ll put on my thinking cap right away and start strategizing how we can get them out there. But… I won’t coddle you – not at all – I’ll offer up the truth so you can move forward as painful as that may be – but I do it in a nice and truthful way (a benefit from being raised in Minneapolis – the land of nice people). You see the truth is – besides being a super decent person, I really do want artists to win – I mean really win. I want them to live the life of their dreams – why shouldn’t they? I’m living mine. I have no animosity or jealousy – nor do I get off on a power trip thinking I hold the secrets to their destiny. For me, it’s all about empowering each person I meet and leaving them better off than before they met me (that’s my mantra), whether it’s one chance encounter or whether they work with me every single day. Call me an altruist – the difference adds up when you contribute even if it’s just a tiny bit every day. I believe there’s room enough for everyone at the top – because there is. If we all were living our dreams the world would be a better place.

So me and my artists – we talked about so much over the past few weeks, and it was all over the map – but I wanted to give you – my readers – a synopsis because it was incredibly valuable and I wish you all could have been on the call (it’s a private group call that’s part of my Step UP Program. But if you want in after reading this, email me at info@caricole.com and do I have a deal for you!).

One artist brought up the age thing. If I had a dollar for every time someone in the music industry told me that someone was too old, I’d be having this conversation from my Villa in Tuscany. Here’s the thing – music is NOT age specific as long as you know how to package yourself and who your audience is. It’s kind of like fashion – you dress differently in your 20’s and 30’s than your 40’s and 50’s (trust me).. and if you’re in the latter and you dress like you’re in the former, we will question your judgment. It’s the same in music. If you’re over 40 going for a 20 year old crowd (and you’re NOT famous) there’s something off and we can feel it. I did my first record at 40 and it sold over 25,000 copies – but let’s just say my target market was not teeny boppers – I could have cared less. I’ll say it again — music is not age-specific. And there will always be people of all ages who want to listen to your music. To let that stop you is a cryin’ shame.

Another artist from Australia who’s got some awesome material and a great following (10,000 on Twitter) asked if labels fund an artist’s debut album they recorded in their basement (sub-par quality) anymore if they see the potential? The truth is, the industry is shifting and we have to shift with it. Labels do not have the money to develop artists the way they used to and they are not willing to do the work when so many artists are already doing it. Big labels admit they are only signing artists with a following of 50,000 or more. It is up to artists to put out their own records and the problem today is too many artists are putting out records without producers and the result is nothing. You have to find the funds to put out a quality record and develop your fan base – at that point you may no longer be interested in a label – why give away 75% of your profits?

I told him that the only artists I see getting signed are artists with a following of 50,000 or more or artists that write for other artists ala Sia, Jesse J, Patty Griffin, Lori McKenna etc. But getting signed is not the only way to have a great career…

Another artist asked about how to get out there on a bigger level. She has 4 CD’s out and plays in NYC but wanted to know how to make her career happen in a bigger way. I asked her if she was connected to anyone in the industry – publishers, a PRO (Performing Rights Organization like ASCAP) and if she’d met with any music supervisors or attends any music conferences and connects with the industry. I told her how one of my students got a song in 90210 just from meeting someone at ASCAP who loved her music. Referrals and opportunities come from people inside the industry and it’s not hard to meet them if you set your mind to it. Of course you have to have the goods and be ready (that means an awesome top shelf recording of your music and some good press etc). It’s all about who you know – as it is in any business.

An artist asked “how do you start building a community of musicians around yourself when you can’t afford to pay people to play with you?” I told her to go to gigs locally and introduce yourself to musicians you vibe with (the musicians are easily approachable – they get way less attention than the singer)… If you strike up a good conversation, ask if they are available for a co-write – a great way to get off on a good footing. If people (musicians) are writing with you, they are more apt to help you.

On a simple day-to-day level one artist asked for a suggestion for finishing songs – like setting a goal for a song every day for a month, or finishing a song a week? I replied saying a song a week is a great goal. Helen Austin made a thing out of this and ran a one year challenge that she would release a song per week for a year and now her songs are in One Tree Hill and all over TV- way to go Helen – we LOVE your music. But I said a more realistic schedule is one song every 2 weeks.

And an artist I worked with today – one of my private clients – she’s writing a song about her experience of the Memorial of 9/11 (whose ticket sales just opened today btw) that she just recently visited. She talked about her experience – and since she’s a “sensitive” and can feel energy around her (most of us are we just don’t know it – artists especially) – she said she could actually feel the energy of the souls who had died there – and that they felt like angels. We started talking about writing a song and I mentioned how you can kill a person but you can’t kill their soul. That may be a stretch for some of you – and I understand – but hear me out. When a person dies, doesn’t their life leave an impact? Especially those people? Life is short but your legacy will live on for a long time. We are powerful beyond measure – what’s the impact you want to leave today while you’re alive?

I love you — live BIG.

And check out my song “Whenever the Time is Now” on iTunes … or you can download it for free here – my gift to you : )