Derek Sivers podcast

Latest Episodes:

Describe your music like a non-musician Jul 01, 2000

Show notes

When describing your music, don’t use musician language.

Don’t say, “Wonderful harmonies and intricate arrangements. A tight rhythm section and introspective lyrics!” Real people don’t understand what that means.

For most people, listening to music is like a cat watching cars go by.

“That’s a fast one.”

“That one was blue.”

“Wow that was loud.”

Only an expert or mechanic would be able to describe the technical details of the passing car.

So speak to people in their terms. Think what an office worker would say to a friend about your music: “It’s cute! I love that song with the little ‘hoop-hoop!’ at the beginning, with that baby voice. It’s kinda funky! And he’s got this sexy bedroom voice. Cool video.”

Think what one teenager at the skateboard park would say to another: “Dude, it’s like if Kranetow hadn’t wimped out. It’s like Tweetown went metal, but they’re from Mars or somethin’. It’s slammin’. That chick’s voice is insane!”

Real people will compare you to famous artists. Real people talk about the overall vibe or sound of something. Real people don’t talk about “insightful lyrics”, “strong melodies”, or “tight musicianship”.

Use their language.

Without a good reason, they won’t bother Jun 25, 2000

Show notes

Someone sees you carrying a guitar and asks, “What kind of music do you play?”

You say, “There’s no way to describe it. You just have to check it out. We’re playing next Thursday night at 11. You should come.”

Imagine reversing the situation:

You meet a man that says he’s running a small business.

You ask what his company does. He says, “There’s no way to describe it. You just have to check it out. We’re open next Thursday for just one hour. You should come.”

Would you really bother to go check out his business if he couldn’t even tell you why you should? Of course not!

So how do you expect anyone to come hear you play?

You have to give people a good reason! Say a few words to make them curious.

When they ask what kind of music you do, they’re actively hoping you’ll give them a reason to care.

If you don’t give them a reason in that very moment, the opportunity is gone.

Hillbilly Flamenco Jun 23, 2000

Show notes

This is a story about how two words can change your career.

David and his band had always wanted to play at the big music festivals.

They had been performing at clubs for years, and doing pretty well, but he could never get the attention of the agents that book the festivals. He’d call them and submit his music, but those agents would never reply.

One night at a show, in between songs, a drunk fan shouted, “You know what you guys sound like? Hillbilly flamenco!” The crowd laughed, and so did the band. They joked about it on stage that night, and again on the drive home.

A week later, the band still remembered those two words: “hillbilly flamenco”. It was funny, and the crowd liked it, and it actually described their music well. So they decided to use it more often.

Each time they played, they started telling the audience, “If you’re wondering what kind of music this is, it’s hillbilly flamenco!”

At the end of the show, they’d ask the audience, “When you tell your friends what kind of music you heard tonight, what will you say?” The crowd would shout, “hillbilly flamenco!”

And believe it or not, it worked! People started telling their friends about this band, because it was so easy and fun to describe. Attendance at their shows started going up and up.

Then one day, David once again called one of those agents who book the big festivals. But this time David said, “Our music style is hillbilly flamenco!”

The agent laughed and said, “Ok — I’ve got to hear this! I’m going to give you my personal address this time.”

The agent finally listened to their music, and loved it. Now David and his band are playing the festivals they always wanted.

When he told me this story, he finished by saying, “Our career had a clear turning point. The day we started using those two words to describe our music, it made all the difference in the world.”

Don’t know how to describe your music? Jun 20, 2000

Show notes

Email everyone you know, saying you’re trying to come up with a single phrase to describe your music, and ask their help.

Find a few teenagers, and treat them to pizza if they’ll sit and listen to a few songs, then describe it for you while waiting for the pizza to arrive.

Hire a music writer to help you. This is what they do.

When you’re playing on stage, ask people in the audience.

Read a music review site that describes music you’ve never heard. Notice which phrases make you curious to hear more.

When you’ve got one you like, try it out on people. See if their face lights up. See if they get curious.

When you’ve got a great description, you’ll know it. Then you can use it for years and years.

Make people curious in one sentence Jun 17, 2000

Show notes

Screenwriters in Hollywood constantly pitch their movie ideas to studio executives. Each one has about five seconds to impress. The one sentence they use to describe their story decides whether the studio will read it or not.

Same with you. You just need one good sentence to describe your music. It has only one goal: Make people curious. That’s it.

It should not try to describe every note of music you make!

It should not try to justify your existence on Earth.

It only has to make them curious enough to listen. That’s all.

I described my band as “a cross between James Brown and the Beatles”. Of course not everything I did sounded like that, but that phrase was enough to make people want to hear it. I would watch them pause for a second to try to imagine what that might sound like. Then they’d say, “Wow — I have to hear this!” Mission accomplished.

The shorter, the better. Give them one good sentence and stop talking. Let them want to hear more.

When your music can’t speak for itself Jun 13, 2000

Show notes

On the radio, your music speaks for itself. People hear your music and like it or not.

In concert, your music speaks for itself. Hearing and watching you perform is enough.

But in every other situation, unless your music is already in their ears, your music can’t speak for itself. The words that describe your music have to do the hard work.

Online, the description needs to be so interesting that people stop to click and listen.

In word-of-mouth between friends, the description needs to be so memorable that people search for you later.

In the music industry, the description needs to be so intriguing that busy people feel you’re worth their time.

These are the main ways you call attention to your music, so this is important.

Once you’re a household name, and your music is playing everywhere, you can stop describing it. But for now, you need to come up with a great description.

Life is like high school Jun 01, 2000

Show notes

When you’re in high school, it’s all about popularity, cliques, and being cool.

When you go to college, the focus shifts to academic achievement.

Many people get out of college thinking the world will be like that — like the harder you work, the more you’ll be rewarded. But it’s not.

Life is like high school. It’s all about how you come across, how social you are, what scene you’re in, being likeable, and being cool.

But you can make this work in your favor.

You can be your idealized self.

You can be where things are happening.

You can attend cool events, and invite people to join you.

You can practice your social skills and be the kind of person that people like to help.

You can approach this strategically, as if you were a new kid going to a new school, with a goal to be popular. It sounds shallow, but it works.

Be who they want to be. In your role as a musician, it’s actually considerate!

It’d be easier to put in no effort and be normal. Show up wearing whatever, take a normal photo, and be a regular person.

But people want someone to look up to. Someone who’s not of their normal boring world. Someone who’s being who they wish they could be, if they had the courage.

It takes some extra effort to look and act cool instead of normal, but it’s considerate and part of your art.

Look back at artists like Andy Warhol or Miles Davis, who were not only great at their art, but also knew how to play their image — to be cool.

Small gifts go a long way May 30, 2000

Show notes

When I worked at Warner/Chappell, I was the least-important person in the company, just working in the library.

Since it’s the largest music publisher in the world, I dealt with hundreds of people. I can’t remember most of their names. But three times, and only three times, I got a surprise gift from one of our songwriters.

James Mastro, from The Bongos, got me a cool little “Mother Mary” keychain when he toured Spain.
Gerry DeVeaux, the multi-platinum dance writer, got me some funky plastic fish Christmas ornaments when he went to the Bahamas.
And Jane Kelly Williams got me a red sweatshirt.

Can you believe I remember these details twenty years later? Believe it!

If any of these three people asked me for a favor, I’d be sure to help them out.

As you climb the ladder of success, giving a gift may go a long way and be remembered for years.

Get presents for the people you’ve met that are probably under-appreciated. Don’t waste gifts on the high-power people. They already receive too many.

Be generous. You’re going to see the same faces for years to come.

Don’t be afraid to ask for favors May 27, 2000

Show notes

Have you ever asked for directions in a city? People get a little ego boost when they know the answer to something you’re asking. They’ll gladly show off their knowledge.

So don’t be afraid to ask for favors. People like doing favors!

When I lived in New York City, one bold musician I know called me and said, “I’m coming to New York in two months. Can you give me a list of all the important contacts you think I should meet?” I laughed because I admired his directness! Then I emailed him a list of twenty people he should call.

Sometimes you need to find something specific: a video director, a JavaScript programmer, a sitar player. Contact everyone you know and ask. Friends of friends will know how to get everything you want in life.

Some people have time on their hands and would rather help you do something interesting instead of watching TV. Need help doing promotion? Need help getting equipment to a show? Just ask them!

By making them feel important, connected, and needed, you’ll be doing them a favor, too.

Always think how you can help someone May 21, 2000

Show notes

When someone says they’re looking for something, remember it, and help them find it. Introduce people to each other.

Also listen carefully for what they might not realize they need.

Ask them what’s the hardest part about their job. People love to complain. And each complaint gives you an idea about how you could help.

When you come across something that might be useful, go through the list of everyone you know, and think if it’s particularly useful to that person. If so, contact them personally to tell them about it. Not a mass blast, but a real just-to-you recommendation. That’s much more meaningful because it shows you were thinking of them in particular.

There’s always a favor you can do. Give give give, and sometimes you will receive.