Connecting the Dots (Part 2): Leah Speckhard talks Female Empowerment and Coming-of-Age on her second EP, Sleepwalker

Leah Speckhard, Press Photo Although Leah changed her mind about her university major, she always made sure to remember music and make that a part of her life. The singer-songwriter reflected on the transition between recording of her first album Pour Your Heart Out Like Water, and her newest one, Sleepwalker.

“I recorded my first album in Greece. When I signed with the label, Legend Records, they had me record a full album, which they put out with full press coverage. But the follow up coincided with the downturn, and  the album came out during the whole economic crash.

“The record label was very supportive of the album and me as an artist, but everybody was tightening their pockets. I saw that it wouldn’t be easy for a new artist to break through in this environment.”

While Leah felt satisfied with the completion of her first record, she also admitted that it did not build up into what she expected. In addition, the young artist realized the market for Greek music showed a greater affinity for club music, which did not suit her lyrics-driven songs. Leah asserts, “I felt it did not make sense to keep pushing in Greece, so I decided to come to New York to see if I could make it happen here.”

Leah describes her first experience as a recording artist as invaluable. When she made her first EP, Leah listened to a lot of folk music, and she was relatively inexperienced at recording. She says:

“In Greece, the label was very supportive of me, but I did not understand how the whole process of making an album would play out.. I am a fairly assertive person in general, but in the studio, in that element, I did not feel that assertive. I had a hard time articulating what I wanted the arrangements to sound like.

“In the second record, I felt more involved in the process – which I think is just part of the indie experience versus the label experience. I worked with a producer in Brooklyn and within a different environment. You just naturally have more control over things.

“Many artists I talked to have a similar experience with their first album. You don’t know how to assert yourself and sometimes, you feel that you shouldn’t, because the label is paying for everything and they bring in people with a lot more experience to work on the music, too. The record was also the label’s investment, and I wanted to be respectful of that.”

“On Sleepwalker, I was more sure of what I wanted, and I’d evolved as an artist. I also worked with someone younger, so the collaboration felt easier and more intimate. I knew I was working with someone who believed in me and who brought a lot to the table – we co-wrote most of the songs, and he listened to me about what I wanted production-wise and we really vibed as far as finding a direction that reflected who I am as a person and the dance influence that I liked.”

A great lesson Leah learned was to be assertive on the second album. She would agree that learning assertiveness without acting rude, and finding that fine line, is also a process of growing up creatively, personally and professionally.

“When I was younger,” Leah recalled, “I wanted to be easygoing. I did not want to come across as difficult, but now I realize, you must be to a certain extent if you want your creative vision to come to life. You don’t have to be rude, but you have to be straightforward if something is not the way you want it, and that can be very awkward and uncomfortable. While I love to hear suggestions from other co-writers or producers, as an artist I have to be the ultimate decision-maker and ask myself “Is this what I want my sound to be or not?””

As an indie artist, Leah funded this album herself. Some people might think that an artist paying for their album defeats the purpose of making money with music. Leah says that having her music pay for itself would be a dream. At the moment though, she tries to separate money from music.

“I know some people to think about the connection between them [money and music] when they make music their full-time job. I realized that apart from the money piece of it, I want music to be a big part of my life. I try not to focus specifically on the money because it is really more about the emotions and the feelings for me.

“I try to organize my goals more around questions like  “Do I want to play for bigger audiences, make a music video, or get the music out?” To put it out, you want to have the audience.

“There are so many emerging artists now. To charge people right off the bat for your songs seems foolish – very few people will want to pay $10 or $15 for your album when they can get everything for free on Spotify. I know as a consumer, I am the same way. I’d rather pay to go see a concert, so as an artist, I try to keep that in mind. I think people have grown unaccustomed to paying for recorded music. It’s more about the audience now. I feel like my investment will pay itself off someday with a bigger audience, which is more important to me.”

Listening to Leah talk about her music and her experiences, I realize that growing up for twenty-something’s is not reflected so much how frequently they change their minds until they make a decision most people find logical. Maturing comes from the valuable lessons twenty-something-year-olds learn within their development and apply that to make better choices in the future. I then wondered whether Leah had a song on her album that reflected a coming-of-age theme. She talked about another song on Sleepwalker called “Time Machine.” Leah Speckhard Album Cover

“I was delving into relationship issues with my songs – examining all of the heartbreaks, trying to figure out what was happening, and getting into all of this philosophical questioning about what really mattered to me. In looking at my emotions more closely, I realized that a lot of my fears circled around  getting older, and I put that into my song “Time Machine”.

“I started having this strong urge to be young again and have all of this time again to do things over. Aside from the social pressure to have a “real job” and career, there is also pressure to be young from wanting to be part of an industry that emphasizes youth and beauty. I started feeling like I needed to make choices, and fast. With so many options, though I was blessed to have them, I felt overwhelmed. In “Time Machine,” I thought, “I just want to go back in time and be young and not have to make any of these decisions.”

Leah is not afraid to expose her feelings in her songs – though they may come across as hyperbolic sometimes, she thinks hat many people can relate to strong feelings like this popping up from time to time. If you are wondering whether to listen to Leah’s music, this is definitely one reason; but it is not the only reason. In today’s popular music, there is a disconnection about the definition of female empowerment. Major performing artists talk about being female within their pop tunes without emphasizing empowerment.

Leah addresses female empowerment by expressing the injustice, the dissatisfaction with it, and then taking responsibility for entering that disappointing situation in the first place all within her music. “Loser”, a bonus song on her website www.LeahSpeckhard.com, is the track that beautifully introduces this concept. As for the rest of the songs, listeners will have to attend the launch of Sleepwalker on February 23 at 8:30 pm at The Bowery Electric, which she will do in partnership with Tinderbox Arts PR.

 

Wrapping Up 2014: What People said about music, and what I wish to see in music reporting

In 2014, Music Historian experienced its most decorated year. The New Music Seminar opened opportunities to listen to industry experts. Through this event, I also spoke to musicians who currently modernize classic rock and Americana, (Kim Logan and the Blackfoot Gypsies), revitalize the sounds of 1970’s funk and soul (Juicebox), and pay homage to some rock genres critics have often thought of as outdated or even obsolete, including grunge (Desert Sharks). The Governors Ball Music Festival presented a chance to apply the market research, strategy and consumer studies I had gathered at Business School in real life, and an interview with The Naked and Famous. Finally, during CMJ, my business colleagues introduced me to musicians who stood up for specific causes. Janna Pelle, for example, raised awareness for pre-Leukemia. Then, YUZIMA addressed the pettiness of homophobia with his artistic flair.

Looking back on a fantastic year, I am curious people say in the final weeks of 2014 about The Governors Ball Music Festival, New Music Seminar, and CMJ. I look at what people Tweeted over past three weeks and created a word cloud analysis to understand what was trending in regards to these events. Here is what I learned.

Governors Ball Music Festival

GovBall2014_Word_Cloud

“Tbt” appears in this word cloud as one of the largest after GovBall2014. Those of you Twitter fans know it stands for “Throw Back Thursday.” Naturally, one can assume that many remember the 2014 Governors Ball Music Weekend in the final weeks of December. As for musical acts that appear in the cloud, it appears that the Strokes and Vampire Weekend show up on most these Tweeters’ minds as December comes to a close. Out of all the musical acts that the Governors’ Ball brought New Yorkers; these were the two bands which came out on top.

In terms of consumers’ behavior at the festival, aside from the obvious subject, music; the words “festival,”  “photos” and “selfies” might indicate that this event was also a time for many celebrating together to make memories. Based on the activity I saw of people interacting with one another, I can say this is definitely the case.

New Music Seminar

NMS_Word_Cloud In the case you notice this word cloud is more compact than the last, that is for one reason only – I wanted to make sure I gathered at least 100 Tweets for each cloud. In the case of the New Music Seminar, those Tweets extended all the way to June 11th, the day after the event concluded. Meanwhile, GovBall2014 and CMJ, included 100 Tweets that were posted between early December and now.

So what do I see for this word cloud? Aside from New Music Seminar, I see “marketing,” “insights”, “streaming,” “industry,” “underground,” “marketers,” “Tips,” “Tune,” and “Battle.” This last word most likely refers to the battle of the top three bands at the 2014 NMS looking to win prize money. These bands included VanLadyLove, Kiah Victoria and June Divided.

VanLadyLove seems to be the only band which has appeared in the cloud. This is no surprise since they won the battle of the bands at this year’s NMS. Just like the word cloud for GovBall2014, you will see TBT. So what did Tweeters throw back on Thursdays where the NMS is concerned? Pics and articles of artists from the NMS in the late 80’s and early 90’s who quickly became famous, including Nirvana and Madonna. These Tweets that go to show readers that no one can ever expect who from the NMS will make it to the mainstream in the music industry a few years.

CMJ

CMJ_Word_CloudIn the CMJ cloud, the words which stood out to me include “new,” “songs,” “Jazz,” “Videos,” “news,” “one,” “unbreakable,” “interview,” “best,” “premiere,” “Murad,” and “Lucie.” How relevant are these words to what people have tweeted about CMJ in the last few weeks? Here is what I observed:

Jazz refers to “The Jazz Junes” from Philly, which have been popular in many Tweets. An interview with CJAM 99.1FM (Windsor, Detriot, MI) Music Director, Murad Ezrincioglu by CMJ received plenty of attention. Then, the English-born, New Zealand-raised, Nashville newbie, Lucie Silva premiered her song “Unbreakable Us” at this event too.

Social Listening in Popular Music Research

Although only 7-10 tweets included any interest in Murad or Lucie, these are the only news sources that showed up consistently throughout all the content from the 100 posts I gathered. I have also noticed in the Tweets for the Governors Ball Music Festival and the New Music Seminar that some subjects will receive more popularity than others. Now I ask, what matters more when reporting about Twitter trends regarding an important music event, quality or quantity? Here is what I think:

The number of Tweets leads to a clear distinction of what is popular by quantity, enough that it can be considered a trend. Further, the more people tweet about a subject, the greater the variation of the audience. On the other hand, the quality of the content of what people tweet provides insights to the concepts people consistently associate with CMJ, something known as brand mapping. In addition, the strongest content will include a specific emotion, strong mood or preferential word within the Tweet and include a link to a specific web page. Such messages include content like:

@LucieSilvas, I think I love you. This is beautiful. http://www.cmj.com/news/track-premiere-lucie-silvas-unbreakable-us

Check out this Q&A by @CMJ featuring one of our favorites Murad Erzinclioglu of @CJAMFM! http://www.cmj.com/column/on-air/qa-murad-erzinclioglu-music-director-cjam/

The smart chart I have made below shows that looking at both quantifiable and qualitative information within the content is important.

Quantity vs Quality

 

For whom does this information matter? A marketing consultant or public relations consultant working with a musician, or a music journalist? I would say for both. At least this is what I learned as a marketing student at Baruch College, as I completed a course in web analytics and intelligence. In this class, my final project involved working with Brandwatch, a social media listening tool and using it for the Music Historian.

While I did not know it then, I would soon learn that tools like Brandwatch looked very closely at trends on Twitter regarding specific news stories and examined both the quantity and quality of Tweets. When I did some research about the music consumer at the Governors Ball Music Festival back in June, I used this tool to see which Twitter users would be most interested in attending the event. Please read more here. Further, those who expressed interest by Tweeting about bands they looked forward to watching at the festival, made part of a specific demographic I would have never discovered otherwise.

Social listening is certainly one way to gather information about music consumers who would show interest in the musical talents at a specific event. Most importantly, social listening might also provide marketers, public relations experts and journalists information on how audiences perceive a musical event without having to reach these consumers personally.

What I would like to see in Music Journalism

While social listening is one way journalists can improve their research in regards to what people say about new bands and music; I also would like to see more actual music journalism. Just like I discussed with Janna Pelle last month, former musicians have their reasons for discontinuing music. Nevertheless, they still have an ear for music that they had developed when they played an instrument and spent more time performing.

I would like to see journalists who have played instruments once upon a time, to incorporate their musical skills into reporting on new music from rising talent. Although I understand entertaining content reaches audiences easier, readers are seldom challenged. Perhaps this is due to my bias that there is an art of asking quality questions. What are quality questions? Let me explain:

Avoid ‘yes’ or ‘no’ Answers 

These types of inquiries should only be asked if they are essential to the context of the conversation.

If your research can already answer the question, DON’T ASK!

If a publicist provides you with a press release about an artist who announces they are working on a new project, study that release. Doing so will help prevent redundancy and focus on what you really want to know about the artist. Further, the artist you are interviewing is also a business person with plenty to do. I guarantee the artist will feel like you are respectful of their time by asking questions they have not already answered through any press materials, including their social media profiles.

Stick to the music

Like many, I agree that you don’t need to get too technical with an artist about their songs. You are trying to understand what motivated a musician in their songwriting by listening to their answers to your questions. On this note, don’t ask loaded or uncomfortable questions about a performer’s personal life, finances, or families. If the musician specifies that personal values like religion, social issues or inspire their songs, then you are welcome to ask these questions. Remember to ask in a context that will not diverge from the topic you are most interested in – their music.