BackStage: Making a Demo

By Michael Goodrich

For singers in today’s market, a demo is like a résumé or a headshot — it’s a necessity. With karaoke tracks aplenty and studio time readily accessible, making a demo is far easier now than it was a few years ago, so serious singers are expected to have one. There are many reasons for recording a demo, and each one has specific parameters.

Why and for Whom Are You Making Your Demo?

Are you looking for a record deal? Do you want to attract writers and producers? Is your demo for an agent? Is it just for you and your family? The answers to such questions will determine the type of demo you’ll need and how elaborate to make it — for example, whether it should be fully produced or simply feature a piano, a guitar, or a karaoke track.

Usually a demo is three or four songs, each two to three minutes long, unless otherwise requested. Put your best foot forward and sing songs that make you stand out. Don’t use studio tricks; never put anything on a demo that you can’t reproduce in person. Just as a headshot should look like you, a demo should sound like you — the real you. Your demo is your elevator speech: a succinct representation of you, your talent, and your image.

If you’re going for a record deal, a demo may not be the best way. Most record companies these days are not too interested in developing artists. They’re looking for a product that’s packaged and ready to sell. It’s more common for them to sign someone who’s already producing results — playing live, selling CDs, building a fan base. So get serious about your career and put yourself in business. MySpace is a great way to gather a following and attract interest from industry people. Consider recording five or six songs. They must be original tunes with a production quality equal to what you hear on the radio.

If attracting writers and producers is your goal, be sure to stay consistent in your style choices. If your songs run too wide a gamut, a writer won’t get a feel for who you are and may be confused about how to write for you. If the production quality varies greatly from song to song, a producer won’t have a clue what you want.

Think of the artists you admire and what makes them unique. Often it’s the production (the overall sound) of the song. The band U2 is easily identified — usually before Bono has sung a note — simply because its sound is so distinctive. This is true of most superstars. You don’t want to be a cookie-cutter artist; break the mold and be fresh. But most important, be very clear about who you are as a performer. You must reveal the real you to people who can help advance your career. If you’re not clear about who you are, nobody else will be.

Never sing another artist’s signature song, such as “Beautiful” by Christina Aguilera or any hit by Whitney Houston, Mariah Carey, Celine Dion, or Barbra Streisand. For men, Josh Groban, Stevie Wonder — you get the idea. Your demo can include a song by one of these artists as long as it wasn’t a hit. With a hit, it’s too much of a challenge for the listener to forget the original version, which is probably better than yours.

A good idea is to do a unique arrangement of a song originally performed by someone of the opposite sex. You can also slow down an uptempo song or speed up a slow ballad — anything to make the song your own. The point is to be original and clear about who you are and what you want.

Beware of any producer who promises you a hit record while charging you a lot of money. No one can guarantee a hit — even someone who has produced them before. Have confidence in yourself and your talent: Deal from strength and don’t be impressed by someone who simply wants to work with you for a fee. If a producer has confidence in your talent and in his or her material, that producer should be willing to put time and energy into developing you. Think twice about investing in any producer who is unwilling to invest in you.

A demo for an agent is a bit different. Its goal is to help you get cast in shows, so be versatile and show off your different styles: pop, rock, R&B, musical theatre, legit, and anything else that makes you shine. Piano or guitar tracks (even karaoke) will be fine, as the most important thing is your singing. The sound quality must be first-rate, but the production need not be elaborate. Your agent may also advise you as to what would be appropriate to record.

Do You Know Your Market?

If you’re looking to get into the record business, it’s vital that you know who your audience is. What is your demographic? Will your market be adults, teenagers, young teens, children, or a combination? Is there an artist who captures a similar audience? Your demo should be entertaining to your would-be fans — something they would enjoy, even purchase. When recording a cover song, make it your own; it shouldn’t sound like a cover. Most big stars do cover tunes from time to time, and sometimes we don’t even realize the song was a hit for someone else, because it sounds so different.

If you’re a musical theatre performer, then your first audience is the people who can cast you. Get to know them and what they look for. Be honest with yourself: If you’re not right for Rent, don’t put “Take Me or Leave Me” on your demo. What shows are you right for? What could you be cast in today? Put these types of songs on your demo. Highlight your strengths in public and work on your weaknesses in private.

What’s Your Budget?

You don’t need to spend too much to get a strong demo. In some cases you can use karaoke tracks, which are relatively cheap. If you decide on piano or guitar accompaniment, shop around and listen to a prospective player’s work before you hire him or her. Good musicians are often surprisingly inexpensive. Studio time can run as little as $40 or $50 an hour — sometimes less if purchased in blocks or during slow times of day. I work with people in Los Angeles who can build a fully orchestrated track for $200 to $300, and it sounds amazing. So look around. The cost of recording a demo can be very reasonable if you do your homework.

A Final Word

You have an image that’s reflected in your headshot. That image must also be heard in your demo. And they must be consistent. Whether your demo is for a writer, producer, agent, casting director, record company, or the cashier at Whole Foods, it must convey very clearly who you are as a singer. Let your image shine.