An analogy I like to
make is that a songwriter seeking out licensing opportunities is like a
manufacturer seeking out a distributor.
As a songwriter, you're in the business of writing songs. Writing songs
is a much a different craft than selling songs.
In the same way that the craft of building and manufacturing guitars is much different than the craft of
distributing and selling guitars, the business of selling and licensing music
is a lot different than the art of writing music. Just because you've written a great song
doesn't necessarily mean you have the skills or connections to sell it.
Apart from the actual
songs you write, the most important thing you can do in terms of seeking out
licensing opportunities, is to focus on building connections that will
strengthen your distribution channels.
There really isn't a secret or shortcut for doing this (that I know
of). This simply requires good, old
fashioned, effort. This requires
diligently and consistently reaching out to people who are in the business of
licensing and selling music. It requires sending out emails, making cold calls
and so on, just like it does in any other business.
On one end of the
spectrum there are all the tv shows, films, production companies, ad companies
and so on that buy music. On the other
end of the spectrum there is you the songwriter. In between are publishers, music libraries,
music agents and so on, all the people who connect songs with projects. You simply have to focus on building
relationships with these people. The
more connections you have, the greater your chances of connecting your music
with projects that need your music.
Can you go straight
to supervisors and pitch directly to projects?
Sure. Just like a guitar
manufacturer could sell directly to consumers, the end user. But in the same way that guitar manufacturers
like to sell through retailers that have an existing customer base, it's
advantageous to work with someone in the licensing industry who has an existing
client base that is in the market for music.
Alternatively, you
can try both approaches. Spend part of
your time researching and submitting to projects directly when you can and
spend the rest of your time connecting with publishers and the like. Then, when your distribution channel is in
place, you can get back to writing more songs.
After all, isn't the music what's it really all about? I know for me it is.
Comment on my blog:
http://www.howtolicenseyourmusic.com/blog/you-are-a-manufacturer-of-songs
