In order to be a successful in this day and age, musicians must not only be great artists but also smart business people.

Mason Reed exemplifies the hard work and entrepreneurial spirit of a new generation of independent artists who are able to create their own paths to success.

Reed combines new technologies with traditional ways to make fans and promote his music.

I asked him some questions about his music, his “never ending tour,” his opinions on the music industry, and the record label he’s working to start so that he could share some of the lessons he’s learned with our V11 readers.

How long have you been working as a musician?

I’ve been writing songs since I was about five years old.  I’ve been working as a professional musician for about seven years.

What do you think are your biggest accomplishments so far?

Just getting the recordings made and getting to the point where I can tour constantly is a huge accomplishment.  Sacrifices are made, but I’m fortunate enough to be able to make a living by living my dream.

You’ve said you are booking a “never-ending tour” to support the new EP.  Can you tell me a little bit about your plans?

The main plan is to drive around and play songs.  I plan on visiting every state in the country.  So far so good.  When I’m not touring, I plan to be in
the studio. I have about 40 more tracks I’d like to cut this year and I’m writing new songs just about every day.

Where did the idea for your web series Legends of La La come from?

A filmmaker named Matthew Arnold came up with the concept and is really the driving force behind the whole thing.  I’ve been working closely with him on it for over a year.  It’s a nice slice of Los Angeles songwriter culture. I’m very proud to be a part of it.

What were your goals for creating the series?

Matthew is fascinated by musicians and their stories and various complexes.  We were meeting all of these uber-talented people in Los Angeles.  Our main goal has been to help expose these artists to the world in a fun and interesting way.

Has the series helped you to connect with fans or gain new fans?

Absolutely.

What other technologies are you using to promote yourself?

I use the Internet.  I make most of my new friends simply by driving around and singing in different towns.  I’ve been blessed with a good core group of fans and friends that I look forward to seeing every time I come around.

What more traditional ways are you promoting yourself?

We try to offer stories and press releases to local media as much as possible.  All said and done, the two best methods of promotion are
face-to-face networking and social networking online.

How has the balance between technology based promotion methods and traditional promotion methods changed throughout the course of your career?

The Internet has been huge.  It makes anything possible for any independent musician with enough drive to keep going.

What new technologies do you think are most useful to musicians promotionally in developing their careers?

I use Twitter, Facebook, and ReverbNation for keeping in touch with fans. Really any way that you can reach out to a large number of people is going
to benefit the independent artist.  Keep lists, get emails, make friends on Facebook, stay in contact with the people who support what you do.

What technologies do you think will have the most impact on the music that is being made in the future?

I was at a show in Atascadero, CA, and I mentioned that my record was available on iTunes.  There was a group of people who all pulled out their
various SmartPhones and downloaded the album right then and there.  This was my first real “wow” moment with new technology as it applies to the music business.

Your web series expresses the opinion that the internet has changed the business model of the industry to allow a new era of independent musicians
 who are able to make music without the help of corporations.  Is this an opinion you share?  Do you think some barriers to entry are good,
or is it best with none at all?

Absolutely.  I am completely independent.   And I love it.  It’s a longer road than the fast track to getting signed.　 But it’s more validating to do
it the hard way.　 Barriers of entry are good and bad. The important thing for any musician is to learn about the business. Sell some records on your
own, so that when the offers do come, you’re seasoned and knowledgeable.  Just don’t get screwed.  That’s my motto.

What are some aspects of the traditional business model that you don’t think will change?

I’ve been going back and forth, in my head, about physical copies of music.  I don’t think records or CDs will ever go away.  There is something special
that happens when you hold the art in your hands.  At the shows, people want to support the artist and I think it’s important to exchange something
tangible with the people that support you.

So digital downloads are a great thing, however I don’t see the physical copies and that tangible
face-to-face transaction going away.

I also think labels will always exist, even though their models are changing.  The power needs to stay with the artist and the Internet gives
that power back to the creators.

So while labels aren’t going anywhere, they are now dealing with a whole new crop of educated artists who are all
independent business people.

Let me be clear — I don’t think a record deal is a bad thing, it depends on the deal.  Record labels can provide a distribution structure that is worth
the cost to the artist.  My advice is to stay open and make wise business decisions.  If you don’t feel you understand that side of things, learn it.

Don’t sign with a label because you’re not good at business.  That’s opposite of why you should sign.

Can you tell me a little about the record label you are starting?

Well, right now it’s a means to put out my music.  But writing and studio work is really a love of mine. I have some very, very talented friends.　 My
little conglomerate that’s starting up will cater to the indie artist and uphold all of the values that I live by.  Namely, take really good care of
your artists and stay very honest.

Our goal is to be more of a co-operative label rather than a traditional outfit.

Why did you decide to start a label?

It initially began as a means to release my music.  I’m an entrepreneur at heart and I understand the business.  So now the plan is to grow into
signing and producing more artists.  I know a ton of talented people who could use a little help getting their music out there.  These were the main
motivations.

What are your goals for your new label?

To put out really good music and take better care of our artists than any other label on the planet.  It’s not about percentages or profits to us.
There are no suits, and there’s no corporate BS here. It’s about doing something we believe in and staying alive doing it.

How do you plan to make your label relevant in today’s changing music
industry?

It all goes back to the music.  If it’s relevant, you’re relevant.

Do you expect to be using new technologies in a way that will allow you to set yourself apart from other record labels?  If so, which technologies do you think will play an important role for you?

The Internet’s various social media sites and our model of constantly touring and playing are the main ways we spread the word.  Touring is really
the key for spreading the word about what you’re doing.   Technology is grand, but nothing beats a face-to-face interaction with a real, breathing
human being.

Do you have any other upcoming projects you’d like to share with our readers?

Planning on touring all summer, we’re shooting a couple music videos at the end of May.  I’ve also been invited to participate in the John Oates (Hall & Oates) songwriter festival in Aspen in September.  I’m very much looking forward to that.

Check out Mason Reed’s website and his web series Legends of La La.