The music industry is replete with various types of awards that are sponsored by different companies, organizations, and brands, and some by academies or societies.
For an independent artist, it is an exciting prospect to have his/her music submitted to an award and possibly win it. The benefits of getting an award include instant recognition, popularity, exposure to a newer audience, cash money (if there’s any), and obviously, the media benefit from coverage, reviews, and interviews.
But, is it really worth it?
I mean, every award has a certain kind of entrance fee, which the submitting artist has to pay. As a budding Indie artist, you are always concerned about the budget that you could spend on promoting your art, right? So, are these awards really worthwhile to be paid for consideration of your music? Would not it be ideal that your music is considered for an award on its merit and the award itself has some sort of merit when it comes to recognition and stature?
Beth Ann Hilton of the B Company said: “There are so many new award-shows out there that are just taking artists’ money as entry fees….but don’t have transparency about judging, or media benefits. Currently, I only endorse the Grammys, the IAMAs, the ZMRs, and the Americana Music Awards.”
Beth operates a boutique PR & marketing firm and has worked with artists almost all her professional life. She is always focussed on availing maximum benefits to the artists when it comes to marketing their music through various channels and strategies. What she is signaling in her quote is that artists should not run behind every little award that knocks at their door — many among them are actually a tactic to make money from credulous artists.
Practically, it makes sense because there are many who want to rip-off artists through these marketing gimmicks because as an artist, you are focusing on your art and may be totally clueless about what’s going on in the online market.
The verdict: Don’t hanker after awards — they come on their own if your music is good!