SOUND ADVICE: STEVE WAXMAN’S MUSIC CAREER GUIDANCE

photo: Heather Pollock

After Steve Waxman graduated from NYU in 1982, with a screenwriting and acting degree, he stumbled into the music business. It was the tail end of the recession. Waxman took a Madison Avenue gig as an errand boy for Aucoin Management (KISS, Billy Idol). Two hours into his first day on the job, he knew he belonged in this business.

Nearly four decades later (the last 27 in publicity, promotion and marketing at Warner Music Canada) Waxman uses his talents and experiences today to help artists discover their story with his recently launched business: I.M. Steve Waxman. Just like landing that first job with Aucoin, finding this new calling at 60 was a “happy accident.” The epiphany came after many coffee conversations. He stresses his service is not a consultancy; rather, he offers entertainment career guidance.

“You need to define the narrative first”

Waxman is a storyteller with a curious mind, and a conversation with him is a lesson in listening. He rambles from one anecdote to another. Each sentence starts with, “Did I ever tell you about the time…?” From stories of dressing up in KISS’ outfits in Aucoin’s warehouse along the Hudson River to launching Scott Helman’s career, what emerges is this: Waxman knows his narrative. The value of an authentic story, well told, pairs with the most important lesson Bill Aucoin taught him: we’re all facilitators.

“If the artist has a vision, it’s our job to make sure they succeed at their vision, but so many artists don’t even know who they are,” Waxman explains. “They want to put themselves in the hands of the ‘experts’ and let the ‘experts’ guide them. Bill taught me to do it a different way. You need to sit together and figure out how we can get out of you what your vision is, but you need to define the narrative first. Sometimes you just need an unbiased third party to ask all the right questions until you figure it out, but it has to come from you.”

Once an artist has a clear vision and a compelling story, Waxman works with them to determine what steps to take next, and what actions make the most sense at that particular stage in their career, by asking the right questions. Do they need a manager? What about a publicist? Just because you made a record or uploaded some songs to Spotify, Waxman says, this alone is not a story. You need something that defines you or your band, and makes you stand out.

“My goal is to help as many artists as I can get into a position where they can successfully take the next step, whatever that is,” he says. “From getting out onstage to finding a manager or agent. Your best friends are always going to be wowed by what you do. You need an unbiased truthsayer if you’re going to take your career seriously.”

Connect with Steve to learn more about how he can help you navigate your career and define your narrative: https://www.imstevewaxman.com/

Steve’s Top Five Tips

  1. Set goals. A lot of times people don’t set goals, or they set goals that are too big, like ‘We want to fill an arena one day.’ That’s a big goal that’s hard to get to, unless you have a whole bunch of smaller goals you can achieve first.”
  2. “Ask questions like, ‘What makes you special?’ Define your narrative and start to create your unique story. Then, figure out how to get this story out to the world.”
  3. Be original. Chasing what’s on the radio, or someone else’s sound, is pointless.”
  4. Develop your live experience. People often don’t think about that enough. What are you doing to entertain your fans? Envision what your greatest performance looks like, then scale it back to what you can afford. Keep that vision in your head, so when people see you perform, it always looks bigger.”
  5. Get social. Create content online that’s consistent, and matches your narrative and vision. Many artists fear social media; they think you have to be everything to everybody, all the time. Instead, you need to strategize and plan.”
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