Fortunately, we live in a time, where for the most part, there aren’t much restrictions when it comes to creativity. Artists now have the opportunity to cultivate their very careers any which way they desire. You’d think they’d be overjoyed with the prospect of getting their art out there. However, for some musicians especially, this can be a daunting task. We live in a technology-based world that enables us to have everything at our fingertips, yet few know how to navigate through the idiosyncrasies that come along with it. That’s where Elliot Tousley comes in. He along with business partner and friend, James Landry started the De Novo Agency. Elliot goes on to tell me that James Landry, who happens to be an entertainment attorney, approached him with the idea of starting an artist development agency. They both eagerly teamed up with the intention of assisting budding artists get a better grasp of what it entails to survive in the music industry.
I had the pleasure of interviewing one half of the dynamite duo, Elliot Tousley. He is a plethora of information and kind enough to allow me to pick him brain.
Elliot goes on to express that the pairing was ideal. With James’ expertise and Elliot’s background, their business venture has thrived tremendously.
You see once upon a time, Elliot was an active musician who bravely attempted to enter the music industry, with his band called, Jig and Funk. Luckily, he came out of it unscathed, but not before attaining information that could help other musicians.
It seems that Elliot Tousley has found his calling with the De Novo Agency.
The De Novo Agency, as Elliot Tousley puts it, teaches musicians,
“What not to do.”
Mr. Elliot Tousley doesn’t mince words, he gives it to you straight, no chaser.
Elliot firmly believes musicians need to equip themselves with knowledge in order to even make a dent in the music industry.
He states how musicians need to shift there thinking and start exploring the business side of music.
Most musicians struggle with comprising their artistic integrity. Elliot wants to reassure artists that they can remain authentic and still acquire some business savvy along the way. In this new, digital world, he points out how musicians need to adapt.
Mr. Elliot Tousley affirms,
“[Musicians need to] understand the game. Then they can choose if they want to play.”
Elliot shares how he wishes there were agencies like his when he ventured out into the music world back in the day.
Mr. Tousley prefers to be the kind of mentor musicians need, not the one they want, seeing that his genuine interest is invested in helping artists. The music industry can indeed be a bit jarring for artists that simply just want to pick a guitar, sing or produce songs. Whatever their forte may be as an independent artist, it's still a good idea to have some level of comprehension when entering this field. The De Novo Agency is refreshing, as they give their clients a realistic strategy that they can follow, to attain their goals.
For instance, some artists think, once they upload a song to a streaming service, their work is done. They can sit back and reap the benefits.
Most are in for a rude awakening. Elliot shares, that the music itself is just one of the many components involved in getting a music career off the ground. Nowadays, independent artists can make money off of merchandise, touring, livestreams, NFTs. The opportunities are endless. Surprisingly, there is barely any revenue to be made off of streaming. Nevertheless, Elliot strongly advises that streaming is the way to go, he explains,
“Streaming is where you go get an audience.”
Elliot cannot emphasize enough how crucial it is for musicians to implement marketing into their burgeoning music career.
“[Musicians have to] promote themselves, period!”
Mr. Tousley shares how it is a much more competitive field right now, with more than 60,000 streams per day uploaded on Spotify.
Truthfully speaking, not all musicians are interested in financial gain. Some pursue music as a hobby yet are still interested in gaining more fans. Same rules apply. The De Novo Agency helps people optimize their fan base by teaching them the ropes. Whatever the intention of a musician may be, they still need to get out there and grow their audience.
It isn’t that overwhelming once musicians accept these simple yet challenging truths. And who knows, they might end up making some money along the way. Elliot reminds us that,
“Money follows attention, not talent.”
Elliot Tousley feels optimistic, when it comes to Independent artists making a name for themselves. With the proper steps and assistance, they too can grab a piece of the pie.
For any musician still hesitant to take the first step, or anyone out there thinking about trying something new, Mr. Elliot Tousley has this to say to you,
“It’s okay to be afraid. It’s ok to ask for help. It’s okay.”
