Life and Music in times of Coronavirus!

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Coronavirus, something we all had to deal with during this unforgettable 2020.

I live in Italy, and this country got hit badly with this virus. It all started like it was a flew. I remember watching the news and thinking “I don’t care, they just want to scare us as always”. But slowly things appeared to be serious. Until we ended in a lockdown. Most of those who were infected lived in the north of Italy. But the decision was imperative. The whole country had to go in Lockdown.

I was in Viareggio, Tuscany, and it was surreal. Nobody was on the streets. What the hell was going on? Hospitals all of a sudden were full of people infected and there was no more beds for the patients. I don’t know if this is real (I hope not) but they were talking about how to choose who should have survived, and the choice fell on the young people. I was astonished by what I was hearing. I society that doesn’t respect the senior citizens, who have built it, even if it survives will only find it self lost spiritually. But we didn’t need the Coronavirus to arrive to realize this. It’s been going on since a while now. You say that in times of danger human nature manifests it’s true self.

What a lot of people went through was to face who they were and what they had done in their lives until then. I believe that so many were lost, not having to work, being stuck in the house made them feel frustrated. This is another problem. We totally give sense to our lives by our job. That’s why when they arrive to there pension they fall into depression, not all, but surely a high percentage of people does. It could’ve been a chance to rethink a lot of things, but I truly doubt that we did. I was kind of prepared to something like that. Since I decided to live the way I to live my life and been luck enough to have a gift I didn’t have to relate on anybody or anything to survive. And maybe going through a lot of really hardships in my youth brought me to a point to where I had to answer the questions about my life. I needed to give my existence a meaning otherwise I would’ve suffered for the rest of my days.

Before lockdown I had been playing my songs as usual in clubs and performing on the streets and all of a sudden I couldn’t play anymore. Not saying that only us musicians were hit by this problem, every shop was closed. Only bakeries, supermarkets and tobacconists if think were opened. So all of us had to start thinking about what we had done until then. If you were wise enough, or had the chance, you would’ve had saved some money just in case of event like the one that we were going through. But, honestly, nobody had ever thought that something like that could’ve happened.

Something else that happened was that what a lot of people went through was to face who they were and what they had done in their lives until then. I believe that so many were lost, not having to work, being stuck in the house made them feel frustrated. This is another problem. We totally give sense to our lives by our job. That’s why when they arrive to there pension they fall into depression, not all, but surely a high percentage of people does. It could’ve been a chance to rethink a lot of things, but I truly doubt that we did. I was kind of prepared to something like that. Since I decided to live the way I to live my life and been luck enough to have a gift I didn’t have to relate on anybody or anything to survive. And maybe going through a lot of really hardships in my youth brought me to a point to where I had to answer the questions about my life. I needed to give my existence a meaning otherwise I would’ve suffered for the rest of my days.

I started thinking about my career and I felt that I had to change my approach to my music. Since lockdown I started studying online all that I could find on being an independent artist in 2020. I found so many interesting things and I launched my self on this new path, improving my presence online and trying to understand the digital marketing for musicians. I invested on some courses.

The first one I bought was from Rick Barker, formar manager of superstar Taylor Swift. The first thing I learnt from him was on how to perform via Facebook Live. I think he learnt it from Dawn Beyer, an American artist who actually started it all. She was the first one to ad her PayPal link on the livestream so she could have support from her fans. The first year she made $74000 and has not stopped growing since.

So there I am in front of my mobile phone in an empty room, quite nervous just as if I was going to be performing on a big stage. It was really nice, I loved it. I was singing all my original songs and now and then singing some covers, which i don’t usually do. I continued going live during all the lockdown. I got a lot of support from people all over the world, people I had met during my performances on the street. These people were sending me money, not only they were watching and sharing my livestreams, but they were doing more, helping me continue doing what I was doing.

I even launched my Patreon Page, and although there is not yet a lot of people there, it is still an honor to have the trust from those who supported me during my livestreams and then decided to support me on a monthly base subscription on this other platform. Thanks to these people I managed to record my new single “Under London Sky” and I even filmed a lyric video of it.

Then I enrolled in another course, the Music marketing Manifesto 4.0, from John Oszajca and this website you are seeing is a result of what I learned and of what I am trying to do as an independent artist, and is to be able to create a community of people who like my music and have got the will to support me buying my albums. For this reason I am removing my music from all the digital platforms. Who wants my music now can only get it from me, and this makes it even more special. The biggest challenge is on how to find that people. To do so I will be using Facebook ads and other strategies.

This lockdown and my attempt to educate my self in the music business has brought me to have a deeper idea about my brand, on how I want to present my self, my beliefs, my values and all that has got to do with me and my music. Yes, I’m starting to think as a business man, and I am so thrilled about it. It will take time, I know, but this is the path I’m going to follow.

Now I have just enrolled even in another course, the Fan base Academy, from Tobias Rauscher and I will slowly implement all that I am learning all together. It’s not easy when you have so many informations online, but it’s getting a bit more clearer and I am looking forward to implement what I have learnt and get my music out there, reaching even those that have never heard about me and my music. This is the beauty of internet, and the great chances an independent artist has in this historical moment.

Obviously what I am doing will be clearer as soon as my strategies will start working and give me the economic independence I want in my life to continue doing what I love, to support my family, and why not, to prove my self and society that my decision to follow my heart was the best choice I could’ve ever make, and if others have made it why should I not fulfill my dreams?

If you would like to listen to my latest album “US”, CLICK HERE!

If you would like to download for FREE my latest single and 4 other songs from my Discography enter your name and email below the arrow.

Thanks for reading and leave a comment, that would be really nice!

Yours,

Niki

 

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