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Business Savvy: Why Are You In the Live Sound Business?

Clarifying your business mission statements.

By John Stiernberg May 19, 2011

Each audio person has a unique set of experience, education, aspirations, and motivations, different from everyone else.

Consequently, each of us is likely to answer the “why” question a little differently than the next person.

What makes us tick? What motivates us?

How does the answer to the question “Why am I in the audio business?” relate to my career and business plan? Let’s explore the issue of defining your audio business mission, vision, and values.

Five Motivations
Whether full time or part time in audio, your motivation is likely to fall into one or more of the following categories:

1. Make a living. This ranges from “pay the bills” to “get rich.” Some people are motivated primarily by money or financial need.

Everyone needs some source of income. For those of us who are not already independently wealthy, the prospect of making a living doing something we love (like working in audio) is attractive ­ a positive motivator.

2. Fulfill a dream. “I’ve always wanted to do something in audio,” or, “If only I could be in the industry doing sound full time…”

Some of us may want to see the names of our clients on the marquee, on records or in the Billboard charts. Others aspire to business or technical support roles but still desire to be involved in audio as a career.

3. Create a legacy. “When I’m gone I want people to remember my work (or influence on the audio industry.)”

Looking a little further into the future, some of us are motivated by the idea of creating a company or a body of work that takes on an identity or a life of its own.

4. Benefit other people. “Take care of my family,” or, “Inspire others…” Some of us focus on our immediate family and friends while others are driven to benefit the broader industry, community, or society as a whole.

5. Adrenaline rush. “There is no other feeling like the energy coming from a crowd during a show.” This applies whether you are on stage, backstage, or in the audience, and it can also be a positive motivator.

A possible sixth category is “all of the above.” See how this sounds to you: “I’ve always wanted to do something with audio that will benefit mankind ­ the big audience out there.

If I’m successful, I’ll make a good living along the way and be remembered as a positive influence on the world.

When I hear the applause during a show, I remember what it’s all about ­ great music and great sound.”

Sound idealistic? Maybe so, but a whole lot better than, “Oh well, I might as well get a job in the live sound factory because it’s better than working the counter at McDonald’s for minimum wage all my life…”

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