The "New Normal" is "Business as (Un)Usual"

By: Bruce Wawrzyniak

Singer, songwriter Aubryn hosts a weekly web concert

For many years I would laugh at people continuing to use the expression ‘new media’ in reference to what, in fact, really wasn’t all that new anymore.  And now, similarly, can we dispense with the repeated usage of ‘new normal,’ which has really been overdone?  For me it calls to mind a blog I wrote quite some time ago that included a reference to a lack of individuality.

So, instead of saying ‘new normal,’ I propose a shift towards ‘business unusual.’  And I’m only half kidding, by the way (which, I always like to point out, means that I’m half serious).

To the indie artist community I say, rather than looking at performing online (Facebook Live, StageIt, Instagram Live) as a temporary fix, as a Band-Aid, to get through this pandemic we’ve been in for more than two months, make that a part of your ongoing business plan.  So yes, even when the world does get back to normal – whatever that might look like.

The successful businesses are those that are able to adapt and stay current with the times.  When a challenge arises and a pivot can be made that enables the operation to carry on without experiencing more than a speed bump, any potential damage is minimized and, more so, that solopreneur or organization is looked upon as prepared, organized, and one to watch.

Nashville-based singer, songwriter, guitar player Aubryn comes to mind for me, having interviewed her twice on the weekly “Now Hear This Entertainment” podcast.  One year ago this month when she was on the show (Episode 274), I noted that she had been hosting a weekly online web concert (pictured above) for more than six years.  At that time, she had also started doing other livestreaming on Twitch and Periscope, which means she had the foresight to embrace other technology, other platforms.  She didn’t put all her eggs in, say, just Facebook Live’s basket.  (All of which helped when ConcertWindow.com shut down.)

As long as we’re going to engage in some word play, it’s being proactive rather than reactive.

Around six months ago I heard it said that ‘the music industry has LOTS of blonde haired, blue eyed, attractive female country singers, so you have to be REALLY good to be the one of them that stands out (for your music, lyrics, performance, etc.).’  Which brings us back to, how can you be original?  How you can operate in a ‘business as (un)usual’ manner?

This past weekend I was a (virtual) speaker for the Podfest Masterclass Summit.  I’m expecting to be contacted by lots (and lots) of people who are going to want to start a podcast.  That’s fine, but it’s being reactive.  Instead of being an early adopter, now, at a time when there are more than one million podcasts on iTunes (granted, only 25-35 percent of which are active), folks are realizing, “Gee, if I host a podcast, I can still be active and top of mind and position myself as a thought leader even when business slows almost to a halt during something like a pandemic, and keep reaching a big (BIG) audience.”

Spend just a minute or two doing a search online and you’ll quickly turn up that many health and medical experts are predicting the likelihood of a second wave of the coronavirus later this year.  If it does come, will you be prepared to carry on with ‘business as (un)usual’?  Whether you’re an indie musician, radio promoter, booking agent, or even a non-music industry professional, rather than looking at the glass as half empty and taking the crisis communications approach, see it as half full instead and start future proofing your business today.

Tweet at me to @NHT_Tweets with how you have stayed out in front to lead the charge rather than scramble to catch up with the pack.  Alternatively, use Facebook, LinkedIn, or even email to continue the conversation.

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I am a manager and publicist, running Now Hear This, Inc., an agency that has served clients across the U.S. ranging from music artists to authors to small businesses and even an Olympic athlete. Since February 2014 I have also hosted a weekly podcast (“Now Hear This Entertainment”), which has gotten listeners from 152 countries around the world. Find more about the company and the podcast at www.NowHearThis.biz. I am also a national speaker. Visit www.SpeakerBruceW.com for more information.