The Value of a Song

Audience Reactions

I was on Christine Kane’s blog this morning and happened to catch an entry on songwriting. She was putting her spin on an entry written by Seth Godin called Lessons from Neil Young, in which Seth describes marketing insights he gained through tepid audience reactions to songs that were new at the time which would later become classics. In Christine’s blog she mentions a song called ‘The Customers’ from her Rain & Mud & Wild & Green release and describes how it almost didn’t make this project because of initial audience reaction. This song’s quiet and thoughtful way left the audience somewhat reflective…only evoking quiet clapping during those first few live performances.

But its message reminding us of times when our to-do lists weren’t so long and when joy and contentment could just randomly bubble its way to the surface did not fall on deaf ears. The song’s vivid picture of us standing on the outside of what we want, staring through the glass at the customers (the happy people) who have taken the time to stop and enjoy for awhile and wishing in our heart of hearts that we could be like them hit home and spoke volumes to many of Christine’s fans…inspiring some to stop what they were doing and reclaim their happiness in that very moment.

What both Seth’s observation and Christine’s story demonstrates is that audience reaction to a new song is not always indicative of the relationship fans will eventually develop with that song.

The Relationship Behind the Music

For a song to have value it must contribute something of value to the listener…but what the listener gets from a song can not always be judged from an audience reaction…especially when the song is new. Songs must form relationships between the performer and the audience…artists and marketers who fail to recognize that relationship sells music are missing the boat. Every song has its own energy to exchange…its own personality. In order for a connection to be made and a relationship to be established you need to spend some time with a song so that you can really get to know it. From a marketing stand point ‘hits’ are songs that make these connections quickly and easily…a ‘radio song’ acts as a bridge between the artist, the other songs on the project and the audience. These songs make it possible for fans to find their favorites among those that will never hit the radio.

The Radio Song

The job of the radio song is to open the door and make it easy for people to come in…to be the attraction and to serve as the tour guide for the rest of the journey. Artists who recognize this journey and that radio songs serve as familiar landmarks, ensuring that listeners don’t get lost on the trip…record truly gratifying projects in which you’re sure to find songs that are even better than the ones that caught your interest initially on the recording. This generates trust between the fans and the artist and makes those relationship bonds even stronger.

Every Song has Value

My favorite artists produce projects that come in many layers and levels. I like songs that are complex and intimate. The artists I listen to are mostly concerned with their craft and communicating something that is authentic while at the same time meeting the requirements necessary to get their project out into the world. They strive for the best they can produce musically and songs that really speak to them and engage their creative spirit and talents. They know their audiences; they are connected to them through a certain energy. With a focus on this energy, they develop an understanding that allows them to intuitively communicate through the songs…selecting each one on the project with care…knowing intimately the song’s individual strength and weaving it into the cohesive whole of the project. These artists certainly know the value of a song…and their fans who are usually extremely devoted…know the value too.