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The key to entrepreneurship for musicians: marketing and selling.
Most musicians, if asked to think about getting involved in marketing and selling, would respond: "Not me! That's the last thing I would dream of doing." No doubt many would believe it is diametrically opposed to their personality, and for some, the thought of selling may even be abhorrent. The less-than-reputable techniques employed by some salespeople may come to mind: aggressiveness, dishonesty, manipulation or high-pressure. While most musicians have not had sales training nor sold a product for a livelihood, the surprising fact is that, unbeknownst to them, most musicians have been involved in "selling" for a significant portion of their lives.
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Source: HighBeam Research, The key to entrepreneurship for musicians: marketing and selling.