Why Death Pays Well
I know what you are thinking: what a tawdry title Ksenija! There is no way I am going to profit form someone else’s grief. But hear me out for a second and do not jump into conclusions. This is not a matter of ripping off people who are suffering, but rather a matter of positioning yourself to bring them peace and solace during a hard time.
We all have our big dreams when we are young studying to become professional musicians. These dreams are more often than not exacerbated by attending live concerts of current star performers, taking lessons from inspiring teachers who are accomplished musicians themselves, listening to perfected sound recording of our favorite concerting and pure joy we experience when we finally master a difficult passaggio or movement of a certain piece we have been struggling with. Inevitably we tend to project certain aspirations and/or achievements onto ourselves while completely disregarding the circumstances and context behind the information that has been transmitted to us. I am yet to encounter a young musician who didn’t at least at some point, fallen victim to self-sabotaging believes that inescapably arise while we engage in this continuous loop of comparison and aspiration. If I only practice harder, I would be better. Or: had I only practiced more/listened to my teacher, I would not have made that mistake and my performance would have been perfect.
However you look at it, if we at a certain point do not achieve that elusive and highly subjective goal, we put ourselves down, belittle everything we have done so far and spiral down in a cesspool of negative self-talk. By nature of our profession, art is not something you ever feel you have mastered. it is not mount Everest you climb once and can say you have conquered it for all times. It is rather that elusive feeling that happens in a moment when elements that are mostly out of your immediate control, serendipitously come together and create a memorable experience.
Do not get me wrong, I am not here to dampen your dreams. My intention with this post is to help you broaden your horizon and make you see there are other ways to communicate with people through your music-making that do not involve trying to reach a top-paying, to-billed gig on a top-world podium.
Nowadays we are faced globally with a proliferation of music academies and the competition for jobs/gigs is fierce. Often times, such was in my own case, we are brought up in cultures and environments that enforce a belief only a certain, limited scope of acceptable professional possibilities exist or are worthy of our attention. The necessity for young musicians to find their own niche and carve their own professional path is increasing by the day.
When I came to study in the Netherlands, overnight I was faced with a world of professional possibilities I never dreamed of. One of them I consider to be one jack pot, a veritable gold mine when you position yourself and your offer correctly: playing at the funerals. After all, the only two certain things in life are death and taxes.
Let us dissect here how to put together your irresistible offer and profit from it time and time again.
Analyze Your Surroundings
When I say ‘surroundings’ I mean examine the city, region, state and country where you currently reside. Chances are you are somewhere where Roman Catholic or Protestant customs and traditions are prevailing. Even if this is not the case and you are surrounded by other cultures, this step is still of paramount importance and something you should be doing first.
Since classical music is embryonically connected to church, this means you have an infinite well of options to choose from. Talk to your colleagues who are brought up in the place you currently reside and ask them about the funeral customs. More often than not, they themselves have already been engaged whether by friends or family members to play at least on some of such occasions. You want to know how does the service look like and what place music has in it.
Assemble Your Repertoire
This is probably going to be the most enjoyable step. After all, this is the time we are dealing with music hands on. Do not make yourself crazy and do not spend days on end in a state of analysis paralysis. This step should not take longer than 3 hours. Give yourself a task to put together a repertoire of maximum 30 minutes duration. The most effective way to do this is:
include 3-4 bullet-proof heavy hitters that have passed the test of time over and over again
include 3-4 pieces (or excerpts of) you already have prepared
add 2-3 new pieces to round up your repertoire and give a special twist to the playlist*
* There is no need to be extra intellectual or picky here. You can turn to some Broadway or even blues or jazz standards that would round up nicely your selection.
Here are some all-time favorites to add to your repertoire. Sheet music for all these pieces is readily available in all sorts of arrangements so it will be easy to find the one appropriate for your. instrument.
Samuel Barber - Adagio for Strings
Johann Pachelbel - Canon in D
J.S. Bach - Air on G string
Tomaso Albinoni - Adagio in. G minor
Franz Schubert - Ave Maria
J.B. Pergolesi - Stabat Mater (first movement)
Gabriel Fauré - Pie Jesu
G.F. Händel - Ombra mai fu
G. Puccini - O mio babbino caro
As I said, you can get creative with your repertoire. Don to feel ever like you need to be stuck in the classical ‘drawer’. There are many popular songs that would fit the bill and would compliment your selection.
Create Your Offer
The most important thing to keep in mind during this process is that you are creating this offer as a solopreneur. Do not count on having a pianist or a duo, trio. It is not about showcasing your fabulous skills, but about employment of your artistry in the service of others. Benefits of this approach are multifaceted:
you are totally in command of the repertoire at all time
you can seal every deal faster since there is no other person to consider
you will move more freely and will not necessitate special performing conditions
Your offer should be simple, concise, easy to find and focused on the benefits of the potential customer.
Simple - this is the information about your repertoire, region you cover, the fact you can be hired to play solo
Concise - be clear about your conditions: area/region you are available for hire, the repertoire should be selected form your list,
Easy to find - you need to make it effortless for potential clients to find you; this would entail having some sort of a web presence and ease of communication (automatic mails, QR codes, business cards in churches, phone numbers in appropriate registries etc)
Beneficial for the customer - focus should be put on the convenience and advantage for the customer; focus on the emotional fulfillment your music will bring to the bereaved families and not on your personal amazing professional accomplishments
Pitch and Promote
Once you have crafted your offer, it's time to spread the word and attract potential clients. Here are some effective strategies for pitching and promoting your funeral music services:
First, leverage your existing personal network and connections within the community where you reside. Reach out to your neighbors, church in the vicinity of your residence and local music schools. Keep in mind that your teachers and fellow musicians do not fall into this category. You want to reach out to people with ordinary lives as they are your target audience.
Second, establish an online presence to showcase your expertise and reach a wider audience. Create a website detailing your services, repertoire, and contact information.
Third, reach out to funeral homes. Establish partnerships with local funeral homes or memorial service providers. Offer to provide live music as part of their funeral packages or collaborate on marketing efforts. Build relationships with funeral directors and staff to become their go-to musician for musical arrangements.
Fourth, after you had your first client, follow up with a thank you note and ask them to provide you feedback and recommend you to their friends, family and acquaintances. Make sure you always gather these testimonials as you can recycle them. They will add to your level of credibility and professionalism and you can use them for marketing in the. future.
Navigating the music industry's challenges as a young professional is definitely not an easy treat. However, if you stop for a moment and think about alternative ways to showcase your musicianship and skills, you have high chances of fulfilling the needs of several niches you did not even consider. Embracing the ‘road less traveled’ can often lead you to create meaningful connections, contribute to the community, enrich your musical journey and pay the bills. Never underestimate your ability to make money from and with music. You just need to apply yourself in the right way. Stay humble, grateful and relentless. There is always a way.