DIY tips from a full-time indie musician in South Dakota: Shaun Johnson

A lot can be learned from Shaun Johnson’s career as a successful Emmy award-winning indendent musician.

The fact that Shaun Johnson’ is from South Dakota and had a Billboard Top 5 independent debut in the major label-dominated world of main stream pop makes his journey even more remarkable.

By Shaun Johnson

Lately, I’ve been asked a lot about DIY Musician tips. I’m often approached about what it takes to turn a musical passion into a full-time endeavor. 

Usually, the question is after a show, and I never quite know how to synthesize what I’m thinking into a 15-second sound-bite.  And so, I thought a bit about what I might suggest.  By the way, winning The Voice or finding a famous producer who invests in you is one way to succeed.  But you should know that chance is a bit of a lightning strike.

“quite a few well-intended individuals still ask me if I have any other job”

To start, I came across the SouthDakotaWorks.org website which is fed by the US Bureau of Labor Statistics.  Out of curiosity, I entered in “Singer/Musician,” and the site brought up a map of America. South Dakota (where I currently reside) is one of 5 states with no data? Obviously, I’m flying under the radar here. As a full-time musician, I have paid into unemployment, social security et al, for decades, so hopefully, they will add at least one person to the map of SD at some point. They have my address.

In any case, I noticed under Work Experience needed for Musician/Singer, the SouthDakotaWorks.org website says… “None.”  And under Typical Education required for Musician/Singer, the SouthDakotaWorks.org website says…”No formal education.” 

I was surprised. 

Okay, I wasn’t really surprised.  The entertainment industry is larger than the agriculture and airline industries combined, but I find that quite a few well-intended individuals still ask me if I have any other job. 

Now before I go on, I have to say to those who are still with me – Don’t Be Discouraged! Know that CREATORS of all sorts are taking over the world. Something like 75% of all young people want to be creators.  And with that comes enormous changes in how creativity is funded, measured, and rewarded.  There is a sea change coming.  One can see this in how social media, business, and financial platforms – where we all live a part of our lives – now compete to retain creators above all else. The old idea that following a musical passion is “nice” but a “real” job can’t be far away is finally (and mercifully) dying.  

And so for those who would like a career in the music field and who have asked what a Singer may REALLY need to succeed (Sorry, SouthDakotaWorks), you should know that to raise your chances of success, the following 5 areas of formal training would be helpful.  I’d actually say required. There are exceptions of course. I’ve been an exception to some of the following myself, but my lack of education is not something I point to proudly. It has simply made some days more difficult than necessary. 

1. A business degree (as you will be working towards running a typical small business or hopefully a large international enterprise).  Yes, production management, human resources, tax issues, legal complexities, etc. are each a part of your daily routine.  And since this is a very specialized field, there are fewer resources than if you manage, say, another type of small business such as a veterinary clinic or bakery.

2. Multiple years of instrumental training and music theory.  Unfortunately, it is difficult to collaborate, arrange, write songs, or work across mediums without a basic understanding of creative tools and this will entail thousands of hours to be professionally proficient.  I’d liken it to being a mathematician. Or better yet, a pilot.  You could probably figure out how to fly a plane without all of this, but I might not want to be a passenger

3. Ongoing marketing classes through an internship or on-the-job experience.  You are selling a product after all, and you will need to be versed in the front and back end metrics of multiple social media platforms as well as the necessary skills of training and retaining a sales force (whether this be you, agents, promoters, venues, etc.)

4. Continuing instruction in audio, video & software/hardware components.  To compete, you will need ongoing training in ProTools, Logic or the like, so as to create independently or to speak fluently with others in the field.  On the video side, Final Cut Pro or comparable, lighting design, various software programs, editing skills, and others, are necessary for full-time production capabilities.

5. Vocal proficiency.  Singing is like running a marathon in that the minute you stop, the harder it becomes to finish the race. If you hope to succeed, you are going to have to commit to continual training with a professional.

This is overly simplified.  As I write, I think of all I’ve neglected… masterclasses in teaching, writing skills, contract negotiation, the navigation of governmental agencies and the diligence of projections, the understanding of evolving trends and so much more. 

But for now I’ve got a tour to plan…

Follow me!  And keep sending those questions…

• https://www.shaunjohnsonmusic.com
• https://www.instagram.com/shaunjohnsonmusic
• https://open.spotify.com/artist/62YKJH4aLjmKpJ58ChZMNw?si=GiENboCaR0WEu0oB0KpOjA&dl_branch=1

Shaun Johnson & the Big Band Experience is a rare, newcomer to traditional pop, garnering a top 5 Billboard spot with the release of their first album. Shaun is an Emmy Award-winning singer/songwriter whose compositions have been an integral part of more than two million independently sold albums, and he has conducted hundreds of high school and collegiate vocal master classes throughout the U.S. The first single from the soon-to-be-released Made for Her album dropped on June 4, 2021.