Each fantastic builder understands that so as to construct a top quality house it all begins with a good base. The property that the house is constructed upon needs to be steady, the trenches for the floor has to be deep enough, the concrete has to be blended properly and it has to be poured into a timely manner. If the base is not constructed properly, it leads to all kinds of issues which range from leaks and cracks to crumbling and changing that simplifies the integrity of the whole construction.
The same is true for your recording studio enterprise. If the base is not rock solid, the whole small business risks crumbling into the floor. Twenty five decades before, the absence of competition and a large barrier to entry to the recording studio company was sufficient to practically ensure significant gains for the toronto recording studio operator, even if the base was less than ideal. But similar to the newest housing boom in the early 2000’s that flooded the market with poorly constructed homes made for rapid gain, the home and project recording studio flourish flooded the marketplace with discount pricing also, generally, a subpar product. Many specialist studios were fast to fall costs, and also the specialist itself competing directly with house studios. Even though it seems absurd that Rolls Royce might be a direct competitor to Hyundai, that’s just what has occurred in the recording market. Studios constructed without appropriate foundations were exposed and forced to compete on cost alone.
The simultaneous collapse and fragmentation of the recording sector sparked more dread during the recording studio business, as decreasing tag budgets dried up gains. In the long run, every one these modifications have caused hourly and project rates to erode to almost unsustainable amounts. When you take into consideration all of the expenses of a functioning studio– lease/rent/mortgage obligations, electrical, insurance, safety and gear repair, simply to name only a couple — charging the”going rate” makes it difficult to break even. For your studio owner attempting to earn a living, it is downright frustrating.
We can sit here and whine all day about local groups with Garage Band to record their songs, or even the advertising agency turning their broom cupboard to a booth, but it is not likely to change. At least not in our own favor. Recording equipment is only going to continue to get better and more economical. The low costs will only lure more prospective customers into attempting to capture themselves. I know I dropped this. Back in the 90’s, when my group decided it was time to create a listing, the very first thing I did was to go out and purchase an ADAT plus a Mackie 32×8. And, like anyone who starts to have serious about recording, I slaved many, many hours during that documenting job seeking to get it . When it was not correct, I began buying tens of thousands of dollars of new equipment which promised to unlock”that sound.” Shortly, I essentially had my very own recording studio, but at a price tag. I’d spent countless dollars and committed a significant part of my entire life to creating a record that was decent. Not wonderful. Simply acceptable. It had been something I had been proud of since I did it , but it was not record tag quality. Part of this was lack of technology skills. Part of this was lack of manufacturing abilities. I tried my best to cram as much learning as I could to this yearlong recording job, but the fact was that these abilities take several years to grow, and it had been hopeless condense so much into so little time.
I am sure this story is quite familiar to lots of engineers and studio owners. It could even be the way you got your start into the recording studio company. But however easy and economical it’s to purchase and install any recording hardware or applications, the gap between your initial job and your latest is likely mind blowing. There were many decades, many educators, many successes and lots of failures between those 2 things in time. However, to your prospective customers, toying with the concept of”saving some cash” and documenting themselves, they do not understand any better. They believe that it’s simple. They do not understand what they do not understand. Nonetheless, it’s your responsibility to show prospective customers you will actually be saving them a great deal of cash by paying you what you are worth.
To achieve your potential customers in a manner which they’ll be more than prepared to cover you high end prices for your job, you’ll have to put a good foundation . This base comes in two components. The first part is your ability, ability and experience you can provide your clientele. That is the reason you’re running a business in the first place, is not it? Since you may produce a superior sounding recording. That is exactly what sets you apart from everybody else.
The next portion of your base is having the ability to effectively convey what sets your company apart from the rest of the recording studios in your region. Even though the term”marketing” might mean something a bit different to every individual, this is the way I define advertising. Especially, communication your offering in a manner that would make your prospective customer feel ridiculous if they did not record on your studio.
That is where many significant studios crumbled. Once upon a time, relationships with major recording labels could bring high paying job to the studio nearly mechanically. There was not any reason to advertise a recording studio. At the moment, the notion of it almost appeared absurd. But since the significant labels shriveled, so did the studio enterprise. The studios had no procedure in place to find new organization. Bands and artists with no tags did not have cash to cover high studio prices. Together with the development of the house studio, it became much more difficult to reach prospective customers. Recording studios with no strong marketing foundation started to drop prices to attract business. This caused gains to nose dive and several studios moved out of business.
So, the skills AND the advertising are important to make a flourishing recording studio enterprise. But since the marketing legend Rosser Reeve so only published in his 1961 classic, Reality in Advertising:
“A gifted product is mightier than a gifted pen.”
It probably goes without saying, however when the end product is subpar, then you want to spend more time honing your prices before it is possible to make premium prices. That is exactly how it is in each profession from landscaping to earnings to sports. You can not reasonably expect to get top dollar for your job without top outcomes. Your hired engineering talent has to have the ability to extend a top notch product that’s on par with the very best in your marketplace. Everyone can purchase the exact same equipment or construct a great living room, but that material has to be utilised in a means which makes an amazing sounding recording.
Then, once the talent, ability and want are there, then you are able to pack these qualities to some message which reaches your prospective customer and wins their own company virtually each moment. To locate success well past the break even point of your company, you must achieve out the dimensional word of mouth strategy and utilize proven marketing methods to attract customers to a own studio such as bees on Hawaiian Punch.
In a future column I will examine some of my favorite marketing strategies to get a recording studio at an early growth period. Until then, keep these (analog) meters squared!