Book Review: David Cutler, The Savvy Musician: Building a Career, Earning a Living, & Making a Difference (Helius Press, 2009; 368 pp.; ISBN-13:978-0-982305-0-2)
As a young college student, my aunt used to tell me, “Don’t major in music—you will never make any money at it. Why don’t you get your degree in something respectable like English or Social Sciences?” Obviously, I did not heed her advice. For both my undergraduate and graduate music degrees it was not required to take any classes on business or marketing. I believed as long as I had a voice, knew my craft, and had a passion for the arts, the phone would start ringing off the hook with offers for solo work. That was a nice dream, born of naivety. Could my aunt have been right? No, not entirely, according to David Cutler and his remarkable new book.
At first glance, one might think this is just another book on how to dress for career success. But as the old saying goes, “Never judge a book by its cover.” Cutler’s The Savvy Musician: Building a Career, Earning a Living, & Making a Difference may be one of the most valuable, enjoyable books out there for the graduate, career-bound musician.
Pick any topic that has to do with a career in the music industry, and you will most likely find it in this book. Cutler packs each chapter so full that each could stand alone with the amount of information disclosed. It is the perfect book for goal-setters as Cutler puts readers in the driver’s seat of their career.
In his introduction to the book, Cutler asks three questions:
1. Are you passionate about music?
2. Do you have strong musical skills?
3. Can you sustain a career as a result of these abilities?
“If your answer to the first question is anything but a resounding ‘affirmative,’ you are definitely in the wrong field,” Cutler warns. “In order to sustain a career, as opposed to a hobby, you must find ways to earn income from your talents. This is where so many musicians draw a blank.”
Cutler then begins to take the passionate musician through chapter after chapter of how to build and sustain a successful career. His writing is straightforward, understandable, and often laced with delightful humor. Cutler enhances each concept with real-life stories about real-life musicians and their failures and successes on their musical career paths. He points readers to websites for further insight into musicians who are actually finding success, as well as sites with additional information on the chapter topic.
Cutler is so thorough in his understanding of the subjects offered that his ideas are both plentiful and thought provoking. The book contains chapters such as “The Entrepreneurial Mindset,” “Print Materials That Scream Success,” “Pounding the Virtual Pavement,” and “Extraordinary People Skills.” Each chapter is well organized and fun to read. Not only does Cutler throw out ideas, he also offers strategies for carrying out each idea. His guidance provides a remarkable source for trial and error for the musician building a career and earning a living.
Often we forget to think outside the box. The Savvy Musician teaches just how to do that. For example, in the chapter “The Entrepreneurial Mindset,” readers are admonished to create their own opportunities. “You are the only one in the running when proposing something completely new,” Cutler writes. “Invent ways to create new markets and reap the rewards.”
The book covers in depth such topics as How to Create Opportunities, Distinguishing Your Product, Generating a Buzz, Attracting Critics, Promotional Tools, Marketing on the Internet, The Business of Recording, Networking, Being a Good Community Member, Finances, Taxes, Getting More Gigs, Lining Up Educational Work, Funding Your Dreams, Artistry and Relevance, Leaving a Legacy, and Marketing Tactics.
Is your head just spinning? This summary is only the tip of a very deep iceberg. You will have much to consider. If you are motivated and open to new ideas, this book may just give you the jump-start you need in a challenging business. So grab The Savvy Musician, sharpen your pencil, and get a nice, big writing pad to start your “To Do” list.
