Those of us who read the credits on CD inlays and record sleeves already know that the contributions of those who work in the background can be as important as the artists themselves.
Where would Chic and Nile Rodgers be without Bob Clearmountain, Joy Dividion without Martin Hannett, David Bowie without Tony Visconti, Dionne Warwick without Burt Bacharach, Yes without Roger Dean, or Frankie Goes To Hollywood without Paul Morley? OK perhaps not the last one but you get our point.
Today, success relies on more than just a great sounding recording and a great cover. Bands need a whole range of digital design skills to build and maintain their website, newsletters, email marketing campaigns, social media channels, YouTube presence and mobile apps.
The range and importance of digital marketing and engagement requires full time staff and when you’re just starting out you cannot hope to rely on favours. Some bands use fans to build their online presence and evangelise their music, but although incredibly valuable, this isn’t a long term solution. Bands need to be able to control the process.
So without the cash to pay someone, it seems like a logical step to make a digital designer a full-time band member who receives and equal share of income and royalties. Monty Python figured this out in the early 1970s when Terry Gillian was invited to join.
We think that as a minimum the designer should have the following skills ..
web design
video production
copywriting
And considering how much time musicians spend developing their skills, we don’t think its too much to ask.
The best place to start looking would be art colleges. Try collaborating with final year undergraduates who need a substantial project for their degree work. Or perhaps there is a local video making society or film club in your area.
Recruiting a digital designer might just be the best creative decision you make.
What do you think?
Thanks for reading
FairFax
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