Recently, I have read and been directed to many complaints about artists’ bios by numerous critics and other influential people in the music industry.
I feel the same way because these bios tell me nothing about the artists personally, so I can be interested in them. Instead, they give me the obligatory laundry list of where they have been, what they have performed and with whom. I don’t care. I want to know about the artist as a person.
The London Independent's arts editor, David Lister recently attended a Proms concert featuring the excellent German violinist Julia Fischer. He bought a program and what did he find? "A mine of useless information," he says— “a list of where Fischer had played in recent seasons, where she going to be performing over the next several months and a list of her recordings. A whole lot of biographies provided by artists and their teams read exactly that way. To me, it's not just an issue of trite phrasing or poor grammar, though those problems exist. It's a larger matter of conception and approach. Instead of making these endless lists of locations and names, why not spend a few sentences in a bio on topics more engaging, more human, more connected?” Lister suggests that instead of creating a laundry list of where and what you have performed, a bio is an opportunity to shape one's personal brand. He says “it’s an opportunity for a bit of self-reflection. What makes what you do—and what you want to express—meaningful?” Composer Dale Trumbore suggests that an artists’ bio should make the artist’s impression both as an accomplished musician and a memorable human being.
I totally agree. The whole purpose of a bio is to “hook” your audience into understanding a bit about you the person. This is where they often find commonality with your story and, just like in the world of sports, fans and audiences want to support and cheer for someone they feel they know; someone who perhaps came from a small town or had some adversity that they overcame, etc. This, like your publicity photo, should give the reader an idea of who you are personally. And this often happens before your performance even begins. They want you to be great; they want someone to cheer for, buy their recordings and support. So don’t give them a resume. They can find that on your web site if they are interested.
I have taught this principle for a very long time and know it works through reports from those who have actually used this technique. It’s in my book, ARIA READY, The Business of Singing, in the business section.
Here is the formula.
Start with a powerful, theatrical assertion:
"From her beginnings as a young performer growing up in a small rural town in New Mexico, to winning audiences’ rave reviews, Ms. Smith has generated a loyal following with her persuasive acting and delicious voice."
Now back it up with facts:
'At her most recent recital, Ms. Smiths’ innovative program and beautiful singing was not only enthusiastically appreciated by the audience, but she received a glowing review from the San Jose Sun. Jack Place said, 'A beautiful program, a beautiful voice and a beautiful young woman.'"
Last, let everyone know what’s coming up in the future:
"Having recently won the Pit Award, Ms. Smith will next perform at Town Hall in New York City. While there she will coach with Maestro Tullio, in preparation for her debut as Inez in Il Trovatore at Albert Hall in March of this year. If you would like to know more about Ms. Smith, please go to www.anitasmilth.net."
Reading this bio, gives you a real picture of who this young lady is, where’s she’s from and where she is going. It helps create a unique and personal bond between audience and artist. They want her to be good so they can cheer her on and perhaps become a fan.
So, be bold and brave in exploring what you want those hearing you, your audience, to know about you the person. It is part of your personal branding, so make sure you check and recheck spelling, grammar and punctuation. It matters. And notice the kind of response you get after a performance. Ciao for now. Keep me in your loop. You know what I think, let me hear what you think. Avanti, Carol
