Tony Harrah Offers Insights From the Music and Book Publishing Worlds

When discussing artist marketing, few creators can offer insights from both the music and book publishing worlds. Singer-songwriter Tony Harrah discovered some surprising parallels – and key differences – between the two industries after releasing his book “Boxing With God,” which sold 1,500 copies relatively quickly, outpacing his typical music releases and at a fraction of the production cost.

“First off, it doesn’t cost $30,000 to make the book. It’s cheaper than a record. And I immediately sold more of them,” Harrah reflects. This early success prompted him to examine the parallels – and differences – between marketing music and books.

The DIY Revolution

One of Harrah’s key observations is how technology has democratized both industries. “Everyone can publish their own book in a beautiful, professional setting. It costs me zero dollars to publish a book,” he notes. This mirrors the evolution in music production, where home recording technology has made professional-quality recordings accessible to independent artists.

The Publicist Paradox

Despite initial excitement about working with traditional publishers and publicists, Harrah found similar challenges in both industries. He recounts an experience with a record label: “They weren’t providing me with anything that I already wasn’t available to me at a sum that I could afford.” He’s discovered the same dynamic in publishing, where companies often use the same distribution channels available to independent authors while taking a significant cut of royalties.

Finding Your True Audience

Rather than pursuing mass market success, Harrah advocates for a focused approach. He shares the wisdom received from his publicist: “You’ve got to hit the streets and you’ve got to build a bank of a thousand people across this country that will spend $100 on you a year.” This principle applies equally to books and music – it’s about building a dedicated following rather than chasing viral success.

Community Over Competition

In both music and writing, Harrah emphasizes the importance of supportive communities. He describes how his involvement in a songwriting group significantly improved his craft through positive reinforcement rather than criticism. “It kept everybody moving and progressing and pushing themselves,” he explains. He’s now working to create similar environments for writers.

The Digital Dilemma

While online platforms have made distribution easier, they’ve also changed how artists connect with audiences. Harrah notes the challenge of getting noticed in an increasingly crowded digital space, leading him to focus more on in-person events and direct connections with readers and listeners.

Marketing Strategies That Cross Mediums

Harrah’s current marketing approach combines elements from both worlds:

Direct engagement through vendor events and readings
Building local support networks
Creating multimedia experiences (like incorporating music into audio books)
Focusing on authentic storytelling
Maintaining creative control through independent distribution

Looking Forward

As Harrah launches his latest projects, including a website called “The Greasy Hedonist” that will encompass both his musical and literary work, he’s applying lessons learned from both industries. The key, he suggests, isn’t about choosing between being a musician or author – it’s about being authentic in whatever medium you choose.

“For me, it’s about building something genuine,” Harrah explains. “Whether it’s music or books, the goal is connecting with people who truly appreciate what you’re creating.”

For a deeper dive into Tony Harrah’s journey from touring musician to author, including his experiences sailing the Gulf of Mexico during the onset of the pandemic and his evolving approach to creative marketing, check out his candid two-part conversation on The Unstarving Musician podcast (links below), where he shares invaluable insights for artists navigating both the music and publishing industries.

Episode 314 Lyrical Poetry – Tony Harrah on the Parallels of Book and Music Marketing

Episode 315 Tony Harrah – Book Marketing, Sales Strategy, and Industry Independence