I want to offer an addendum to my discussion with Kier-La Janisse about the state of Winnipeg’s arts scene from the March 31 issue of The Uniter (“State of the arts,” page 14).

Specifically, I’d like to address some opportunities for the local music community – ways to get better, develop a broader audience and take those sometimes scary steps to building a sustainable music career. 

1. Take risks! The world is full of musicians playing it safe, copying their idols or trying to figure out what the public wants and then providing it.

This is backwards. Copycats don’t get remembered – innovators do. Make high quality art that stands on its own and means something, and people will be attracted to it.

No record that plays it safe has lasted in the public’s consciousness or got people excited about spreading the word about the act. Do something that gets people excited. No risk, no reward.

2. Your relationship with your audience is everything. And for artists on the fringes, it takes longer to find the people who your music will resonate with.

For example, it took The National four albums and thousands upon thousands of dollars of debt to finally find an audience that cared deeply about their music.

Venetian Snares is one of Manitoba’s highest selling artists and performs to thousands of people across Europe, yet gets little recognition at home. He had to travel extensively to connect to those who revered one of the world’s most innovative musicians.

Be prepared to go where your audience is, not where you want them to be.

3. Become versed in the language and culture of the music industry – especially if you play non-mainstream music, as the margins for sustainability are smaller.

Read industry blogs such as Bob Lefsetz, ask questions of Manitoba Music or local music business-people you respect.

I can’t tell you how many established local artists I’ve dealt with at the West End Cultural Centre who don’t know how an offer sheet works, or how the venue/artist partnership works.

These are basic things – if you’re going to build a career, you need to invest in learning the business, and you’re going to need partnerships.

The DIY ethic can only get you so far – there are so many jobs: publicity, distribution, marketing, video, tour booking, concert promotion – that it’s nearly impossible to do all of them yourself, let alone do them well. Identify your weaknesses and find people to help. Build your team!

4. Get really good at your instrument, at your songcraft, at your soundscapes, at your feedback – whatever it is that defines the music you make, get really damn good at it. 

Blow people away. Surprise people with how good you are. Invest in high-quality gear and learn how to use it.

Have the humility to shorten songs, be aggressive with the arrangement axe. “That’s good enough” rarely is.

5. Manitoba Music offers an unbelievable selection of music industry workshops, many of which are under-attended by the people that could most use the information. If you’re too cool to care how to build a career, you’re not going to have one.

But if you want answers to your questions, insights into how and why things work, or opportunities to make new connections, attend these workshops. They’re insightful and a great way to get both connected and informed. 

6. No other place in the world funds musical artists to the extent that Manitoba does. No one. Manitoba Film & Music and Manitoba Music are great partners who can help you build connections outside of Manitoba, and help fund the process.

Get to know them, get to know the grant system and learn to write grants really well.

But most of all (and worst of puns), do not take this opportunity for granted. Sometimes with such a system a sense of entitlement develops amongst the potential recipients.

You are not owed anything by these organizations – you are given an unbelievable gift, the opportunity to have the very expensive developing years of your music career supported by these agencies. 

7. You need to dedicate your life to making music, and making music exceptionally well.  There is no other option anymore – you’re either in it for the long haul, or you’re wasting everyone’s time.

There are more artists than ever right now and you are in competition not just with Winnipeg acts, but acts from across Canada, North America and increasingly, Europe and beyond.

This shouldn’t be scary for you, but it does require commitment. Deep down inside, this has to be what you want to do. It takes a lot of work, a lot of trial and error, some rejection, but your goal must be to be able to excel on a stage and on record.

There are more ways then ever to build a sustainable music career. Be prepared to work hard and work smart. 

8. Have fun! At the end of the day you get to put all of this hard work aside and walk onto a stage and play music with your friends. Sometimes even in far away places. And that’s pretty special.

Our fine city has a lot of talent, but we’re isolated and there isn’t a lot of music industry here. It takes extra effort to make the connections and find the answers that you need to get things going beyond our borders.

I’ve felt for several years that there was a growing tide of great new music coming from this city, and the more of us that can take these points to heart and build some momentum, the more everyone benefits. 

Michael Petkau Falk is the artistic director at the West End Cultural Centre and singer-guitarist in Les Jupes.

Published in Volume 65, Number 27 of The Uniter (June 29, 2011)