There’s a lot of unsigned guitar enthusiasts out there with millions of Youtube views, but just a few get the following in say, less than 3 years:
- Endorsement of one of the most important guitar makers: Kramer Guitars (yes, the guitar brand that Eddie Van Halen used in his early recordings).
- Endorsement of Laney Amplifiers.
- Endorsement of EMG pickups (Metallica’s choice)
- Sign to a major label and start a world tour with one of Canada’s most promising bands: Kobra and the Lotus (discovered by Gene Simmons).
- Get sold out gigs in USA, Canada and Europe.
This is the story of Charlie Parra, a peruvian guitar player that did all of the above on his own, without a manager but with clear goals.
His strategy was based in engaging his music through social media on a regular basis. Also, his competitive advantage was the skill to play a cover song of almost every style (from Lady Gaga to classical to Peruvian cumbia) but transforming it into metal shredding. Then his solo album was released and was available in almost every music streaming service, iTunes and promo videos for every song with huge success.
Creation, performance, distribution and marketing strategies. All done by a guy that picked up the guitar for the first time because his school psychologist told him that it would help his “lack of concentration issues”.