How To Find Your High-Value Sound
It's easier than you're making it.
Contrary to popular belief, finding your high-value sound is not your job as a music creator. I repeat: It's not up to you to find your high-value sound. Embarking on a journey like that leaves no room for creating at the end of the day. Instead, you’ll spend your time wondering if you’ve achieved your high-value sound – Or if you'll ever find it. If you don't create, then you won't have a sound. The question remains, “How do I find my sound?” To which I say, “Work smart, not hard.” I’ll show you how.
Every artist wants to be unique. They all want that special sauce that leaves fans wanting more and brands buying more. Consider the possibility that your high-value sound is something that you already have. Though, you’re blind to it due to the mere fact you are the creator. You're wrapped in details, capturing ideas before they fizzle away into the ether. You’re concerned with switching between the details and the big picture. Funny enough, your high-value sound sits right between these two vantage points. Your musical fingerprint is the byproduct of your own creative ebbs and flows. It is not your job to be subjective during the creative process, lest you stunt your artistic growth... and your bank account.
Who The Hell Wants Your Music?
Your high-value sound is the bullseye on the target of what your audience wants. Your job is to create – Let other people find your high-value sound for you. Again: Work smart, not hard. The smartest thing you could be doing right now is what you’re great at – Writing music. Being the one to create a track, then to take on the extra duty of having to define it is hard work. Hard work doesn’t always pay off, especially when it comes to writing music with purpose. Instead, let other people who like your music describe your music. Ask them about how they’re perceiving your work and start there. Think of those who have complimented your work in the past and send them songs for their feedback.
Constructive feedback does not only have to exist during the creative process. It can happen after you complete a track and show it to someone who had no part in creating it. When you’re finally out of the nitty-gritty, step back and let others perceive your finished work for you. Others will interpret and describe your music in ways you never thought of. They will literally zero in on your high-value sound for you by helping you put it into words. Some feedback you’ll agree with completely – Other pieces not so much. The more data you get, the closer you will be to finding your high-value sound. All artists that make an impact have a sound they can communicate. The more clear they are, the more their music connects with their audience and fulfills a need.
Data, Data, & More Data
The fastest way to finding your high-value sound? Learn to communicate about your music in a way that others can understand without playing a single note. Yes, this means using your words to articulate the feelings your music conveys and the need your music fulfills. I recently finished producing a disco record with Hunter Love. As the artist, Hunter doesn't hear his music the way I do. This is natural. It creates an opportunity for Hunter to refine and describe his music in a way that fulfills a need from a new perspective. To Hunter, the artist, the music on Hunter’s album is:
MUSIC YOU CAN MOVE TO.
To Graham, the producer, the music on Hunter’s album is:
HEARTBREAK DISCO BOPS.
These are two completely different angles, neither better than the other. One fulfills the need for people who want and love to dance. The other emphasizes contrast between a low emotional tone and a high-energy genre. Two different descriptions, two different needs met, and two different value propositions. In both cases, the value of the music is found in the effect it has on the listener. The highest-value sound being the one that speaks to the audience in the most specific, need-fulfilling way possible.
The Feedback Formula
My take on Hunter’s music is a perfect example of how he can gather data to better understand his high-value sound. As an artist delivering value, Hunter must learn how his music fits in a world full of emotional needs and stylistic preference. And you must make it your mission to practice this same feedback process with 3, 5, even 10 people per project. Follow the steps below so you can focus in on where the value lies in your own music:
Find up to 10 people willing to share their thoughts and interpretation of your music and send it to them.
Ask them to describe how your makes them feel, what it reminds them of, and any other thoughts they might have.
IMPORTANT: Write their answers down on one, blank piece of paper.
Circle up to 15 words and phrases that you either feel embody your work or come up for people repeatedly (similar answers are absolute gold). ✨
Grab a new, blank piece of paper. Transfer the 15 you circled over to the new piece of paper. Circle up to 5 words or phrases – Your list should be getting tighter. Difficult decisions ahead…
Grab a new, blank piece of paper. Try your best to whittle your top 5 down to 3. Less is more, and makes for a more memorable experience for you audience.
This exercise creates a highly-potent, simple hook that communicates the core need that your music fulfills. For fans, this is something they can borrow for their identity. For brands, this is something they can align their story with to connect with more consumers. More connection with them = More money for you, period.
Clarify Or Die
I recommend you do this today. Even if you feel like you have a firm grasp on where your musical sweet spot is, there is always room to learn and refine. Whether you’re an artist growing your fanbase or you’re producing music for sync licensing, you need this. Follow the steps above with a song you have already finished. It can be old or new, good or bad. When you use a complete song, people will be able give you their best interpretation of your music. Your goal is to communicate your music in such a specific, punchy way that intrigues people without playing a single note.
Without this audience-driven, data-backed clarity, you will never find your high-value sound. Your music will never amass any fans or speak to a particular brand if you don't know the emotional need your music fulfills. Leave it to others to decide what your music sounds and feels like. Take the data, boil it down into the most succinct powerful message possible, then create more of it to cash in.
Let other people do the work so that you can focus on writing the most high-value music there is.
All my best,
Graham Barton
Composer · Mentor · Imperfectionist
@syncbeast.co