I was talking with a sports agent recently and was reminded how may micro-businesses there are out there. They’re built around the success and talents of one or a few individuals. These include athletes, musicians, artists, celebrities, etc. These people need the same things that are required for small business success: they need good advisers to provide direction, a support staff that allow them to focus on what they’re best at, marketing, publicity, promotions, and merchandising. If they didn’t have these things they would likely still have a career but it would pale in comparison to those who grasp this concept.
- A band should have merch as quickly as they have a demo and their first live gig. Without it they might not have the money to go on tour and get their big break.
- Athletes should market themselves like a brand. This includes collateral materials, professional design, and a website that allows community interaction. A few grand invested could make the difference in receiving a $30,000 sponsorship or it going to the next guy.
- Artists first hire should be a publicist. If people have not heard of you then they will not perceive your work to be any good (or valuable). This one intentional act could make the difference between being a “struggling artist” and an “eccentric” one.
Without a team and a focus on marketing and strategy … micro-businesses are likely to stay small and insignificant. It’s not selling out to have business skills in your corner … It’s smart and necessary.
