By Mark Stoddard, author of Marketing Singers, a business and marketing guidebook written specifically for singers.
Some call them “Pay-to-Sing” programs. That’s just cynical and useless banter. Yes, they charge money. So do universities. But if you shop Summer Programs and study them you’ll get plenty of value for the money and even more if you’ll follow some simple tips. And no one is paying me to say this; I don’t work for any of them, although I have been a guest speaker at many universities and summer programs.
First, let me tell you why I think these programs can be terrific. Most of these programs are simply summer schools of universities or programs created by university professors who believe that having a place for students to sing in Italy, France, Austria, Germany, and various places in the USA will give singers an intensive singing experience. Without exception, the ones I’ve attended are staffed by professors of noted universities, professional singers and accomplished opera personnel. Typically they know the stage and performing arts world. They are driven to get their clients – you– a chance to perform a real opera stage role because that is how the notoriety of their programs spread.
They know their programs are expensive because airlines, accommodations, and facilities in these exotic locales aren’t cheap. But these locations are selected not for their romantic settings but because the area has a history of local citizens who love opera and look forward to the program’s many performances each summer. That’s why the summer programs can boast of opportunities for you to perform.
So relax on the price. No one is going to get rich off you. Most of the programs are lucky to break even and require sponsors to help cover the costs that your tuition doesn’t cover.
Let’s get to the meat of how you make the program work for you.
- Get sponsors yourself. You need a fan base and that fan base will gladly help you defray the costs of the summer program. Let them know that you have the honor to have been selected to perform in Graz, Austria, or Amalfi, Italy, or the Poconos in New York or wherever. Why? Because getting into most of these programs requires an audition. You’ve got to be good enough and ready to step on their stages. For that you need support.
Hold a concert at your parent’s home, or the home of a friend. Don’t’ charge them to come, but let them know this is an evaluation concert where you want their feedback. Give them a feedback form. At the bottom of the form will be a place where they can state if they’d like to be a sponsor. If you would like a sample form I’ve created that has worked for other singers, just email me at mark@mjstoddard.com and I’ll send it to you. Most singers who hold Evaluation Concerts correctly get enough funds to significantly defray the costs of the summer program. And they start developing their fan base.
- Select the summer program that fits your area of music best. Most have excellent websites and archives that can show you past programs and what they’ve done.
- Research the background of the coaches and teachers. Know them thoroughly. Don’t hesitate to call them before going and get their thoughts on any preparations you need to make. Let them know your excitement and appreciation. Follow through with their suggestions. If they tell you to read a book before coming, do so. It’s easy to spot a phony. I’ve had students ask for advice and when I’ve asked them later if they followed it they had forgotten I’d even given it. Tough to be in a summer program in close proximity with professors who know you’re a phony.
- Consider that when you get to the summer program that this is a sprint and a marathon combined. Eat healthy, get plenty of sleep and appropriate vocal rest… but outside of that, work your tail off. You might be in an exotic locale, but your first job is to get training and to sing great. If you’ve taken people’s money in sponsorship (including parents), you owe it to them to take advantage of every class, every tutorial, every coaching session, lesson and opportunity. And you owe it to yourself. I’ve watched students fritter away their summer programs like it was a fraternity or sorority fun house on spring break. I’ve had classes I’ve taught half full and the reason given, from a disgusted director was, “some students came to party.”
I’ve also judged competitions where it was clear participants were deadly serious about this experience and were becoming masters of voice. By the time the program is finished you should be exhilarated and exhausted. There’s time to sleep on the plane flying home.
- Pigeon hole coaches, teachers, professors, guest speakers. Set up private meetings. Ask a million questions in class or in private meetings. Probe. Question. Wonder. Get everything you can out of everyone you meet. Everyone is there for you.
- Get the name and email of everyone you meet. Put them in your House List. If you don’t know what a House List is, we’ll discuss that another time, but briefly it’s a listing of everyone you know, their contact information, and how you met and when.
- Have cards printed up with your contact information AND your picture. Hand them out to everyone. If you’ve been reading my blogs you should already be doing this. This is your business. You are the business that needs promoting.
Summer programs are another chance to learn and, more importantly, perform. And the key to a singing career is to perform anywhere, anytime and always – at least once a week. Break a leg.
“The best way to predict your future is to create it.” Abraham Lincoln
Agree? Disagree? Leave a comment or email Mark directly at mark@mjstoddard.com.
Mark Stoddard, author of Marketings Singers, is a business leader, professor, marketer and consultant who has been helping singers get jobs for more than 20 years. On the singing front he staged more than 100 professional shows aboard cruise ships that employed classical singers, pianists and strings. He’s also coached singers on how to sell their CDs and other products, use the social media and how to negotiate contracts. Email Mark at mark@mjstoddard.com.
