There has been an old Jackson Browne song going through my head lately called “The Road and the Sky.” One of the verses goes like this:
Now can you see those storm clouds gathering up ahead?
They’re going to wash this planet clean like the Bible said
Now you can hold on steady and try to be ready but everybody’s gonna get wet
Don’t think it won’t happen just because it hasn’t happened yet
It’s obvious that we are looking at some “interesting times” in our little business. We’re not going to do the doom and gloom thing, but not acknowledging that things are pretty weird would just be silly. But I don’t believe that the sky is falling either.
Most of the soundcos I know are fairly busy. Some are very busy. Still, right about now, a lot of us are holding our breath and waiting to see what the New Year brings. So, here’s the deal: It’s gut check time. And it is no time for being a wuss.
That may sound harsh, but it will be the bold who come out of whatever we are calling this financial “situation” in good shape — some may come out stronger than they are now. I have heard of some companies that are looking at this “situation” as an opportunity to increase market share as their weaker competitors fall. Welcome to the food chain…
I don’t own a soundco (owning a small system that I rent out a few times a year does not qualify), and I am the last one to be giving financial advice. But I can tell you this: In the coming months, competition will get fierce and it will be crucial for all of us who want to stay in this business to stay visible and hungry. Remember the fire you had when you first started? It’s time to rediscover it. Those who are still young and hungry need to keep that fire stoked.
My guess is that after a tough first part of the year (which is mostly corporates, and those are disappearing pretty quickly) that the next touring cycle may see greater opportunity for local and regional companies as more touring acts try to keep costs under control by trucking around as little gear as possible and renting a lot more locally at each tour stop. And I am not the only one who sees the biz moving in that direction.
So, if you stay visible, do good work, keep your customers happy and make sure your gear is up-to-date and rider-friendly, you may find things looking a whole lot different — and a whole lot brighter — come spring.
Yeah, we’re all gonna “get wet”— make no mistake about it. But if you’re smart, work your butt off and have maybe just a little luck, you’ll be OK. For what it’s worth, the FOH team will be here trying to keep you informed on where the biz is headed and how you can best navigate an unfamiliar road. We all have our own part to play and it’s time to put the shoulder to the wheel and get to work. The sky ain’t falling, it’s just a bit of rain…
