To Leverage, or To Be Leveraged? It's Up to You.

“Today, all you need to make it in the music industry is an internet connection, a video recorder and talent — not a big record label that will take a chunk of your profits.” That is how the article started in a DailyCaller Post by Breanna Deutsch.

Do you recall who took home the “Best New Artist”, “Best New Rap Song” and the “Best Rap Album” awards at the 56th GRAMMY Awards this year? Ever heard of Macklemore and Ryan Lewis? Well obviously the fans did, but it wasn't as a result of any label.

If you look them up in Wikipedia, “Macklemore and Ryan Lewis is an American hip hop duo formed in 2009, from Seattle, Washington. The duo is composed of Ben Haggerty, a rapper who goes by the name of Macklemore and Ryan Lewis, a record producer, DJ, and professional photographer, who met the former at a photo shoot and they have significantly collaborated ever since.”

So how did they do it? Well first of all, they were serious – this was their passion. Second, and even more importantly, they lived by this very simple rule “if you believe in yourself, and work extremely hard, you can make your dreams come true.” An excellent article by Brian Warner came out in January of this year, before the GRAMMY’s, titled “Macklemore Believed in Himself, Told Major Labels to Screw Off, Then Got Rich On His Own Terms”. I know, a long title but it made me want to read the article… and what did I learn? Nothing I didn't already know, but something everyone should and once again confirms what all the greats have ever done with passion and hard work. But it takes not only passion and a deep desire to accomplish something, it takes hours and hours of practice to become good at whatever one takes on in life. No matter who you are or what industry you pursue or profession you undertake, the only way to become an expert is through hours and hours of practice or focused work.

Anyone can make it on their own just like Maklemore and Ryan Lewis, but they are the exception not the rule. Sadly most people simply will not do what it takes to become really successful for any number of reasons; perhaps they lack the will, passion or drive… or it could be they are just not as confident and are afraid of taking risks. Are there easier ways to reach the level of success like with Maklemore and Ryan Lewis? That would depend on your definition of “easier”. For certain there are resources available to help artists to succeed within the music industry that are far more reliable, accessible and with less risk involved. With the success of any musician, and making millions is certainly one measure of success, what does the future hold for them? Will they be able to keep their millions?

Looking back through the history of musicians who made millions, how many went on to become successful business owners in order to reap the rewards of their hard work for the rest of their lives, and how many blew through their millions only to go back playing in night clubs? Not many musicians I know made their millions in a few short years and were able to sit back in luxury enjoying it for the rest of their lives… come to think of it, I don’t know any. Those who succeeded in the music industry, or whatever endeavor they took on after their initial success, did so by leveraging off of their initial success by evolving into business owners themselves. The operative word here is leveraging. They decided not to “be” leveraged.

The music industry has evolved because technology forced it to, and the fans love it. Live streaming over the internet with no commercials is “the” game changer. No commercial music, think about that for a moment. What roll in the music industry did commercials have? Well where did money come from for artists to get known back in the hay day of AM/FM radio with disc jockeys pushing an artist’s music? Commercials. And who aired commercials? Companies pushing products and/or services.

Companies paid millions of dollars to get the word out to the millions of fans and listeners on their favorite radio station. Musicians were being “leveraged” and it was alright by the musicians because they were getting noticed and receiving really good money on those record deals. Unfortunately those days are over which is why musicians today have to become smarter and learn how to leverage rather than be leveraged, and that is what sparked the inspiration and eventually the concept of Conquer Entertainment. Amanda Ridinger (CEO of Conquer Entertainment) came up with a solution with developing services, resources and a network of supporting entrepreneurs and professionals enabling artists to become successful business owners and leveraging their own talent and music. That’s brilliant. But it is the savvy musician or individuals in the music industry able to embrace and leverage this exceptional option that will become the brilliant ones. I use the word option because unless the right course of action is taken, the results will always remain the same. Everyone has the option in taking responsibilities and action in every aspect of their lives.

I remember recently meeting up with a new Conquer Artist by the name of Mark McKinney who made  the comment, and I have to paraphrase, I can change my sponsor every week if I choose or elect to change which product I will endorse as often as I want. He knows his fanbase loves who and what he is and they not only follow him, but they believe in his endorsements. Mark is leveraging technology, social media, and services available to him. When an artist is that good, teams up with the right people and company, they take charge over their music career and the ability to leverage off of those very same companies market those products and services back in the hay day. Artists also have the knowledge that they can “literally” pay it back to their fanbase. Ever hear of Cashback? Yep, it’s a marketing strategy many companies have instituted but no one has incorporated it better than Conquer Entertainment and SHOP.COM. It really is a win-win-win for everyone.

Who knows, it just might be that the next big GRAMMY winner is an UnLabel Owner with Conquer Entertainment. And what do you think would happen if Macklemore and Ryan Lewis were to ever team up with Conquer? The world would change for a whole lotta folks.

Remember, celebrities started out just like everyone else… one step at a time. What’s your next step? It could be as simple as GetConquer. To Leverage or To Be Leveraged... which would you prefer?