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In simple business terms, your music and artist are the product. Actually, that’s several products, but that is getting ahead of myself. Few products are so simple, succinct and self contained that they can speak for themselves. The music and artist are complex. They are individual but in a bigger framework. “Sounds like Elvis”. Everybody knows what Elvis sounds like, but before Elvis was famous, it was a pointless statement.

One of the first jobs is to identify where does Aaron’s music sit so I can communicate his sound and identity to someone without them having to hear him first. It’s called a pitch, or a strap line. My job is to create a pitch. I have revisited this exercise several times over the last few months. Ho hum. It is half-term, I can hear my daughter running around downstairs. Maybe I can round her up and we could watch the paint drying website together. . . It occurs to me that something is better than nothing. Stop trying to get it perfect, that can come later. So I borrow from Mark Newman of Progression Magazine and reword a quote from a review of Aaron’s record: “Coldplay & Elbow meet potent lyrics, eloquence and sublime melodies reminiscent of Peter Gabriel, Joseph Arthur and Perry Blake.”

Let’s see what Aaron thinks?

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