Christian Howes

About three years ago Christian Howes decided he didn't want to spend the rest of his musical career behind a music stand as part of the symphony orchestra in Columbus, Ohio. A classical violinist since the age of five, Howes faced the challenge head-on and struck out on the lonely road an independent artist must travel in order to succeed. Along the way he hit a few bumps, but with each bump came a learning experience-and success.

A Yamaha clinician since 1998, Howes knows what it takes to make a grassroots career grow. He nurtured a few relationships and kept in touch with contacts. Without building on that foundation, he wouldn't be living his dream, playing shows all over the world while maintaining apartments in New York City and Europe, and a house in Columbus.

"I realized three years ago that I didn't want to play just in my hometown, but I didn't know how to venture out," says Howes. "I was in the same situation as a lot of musicians. All I knew was I wanted to get out of Columbus and play. I just did anything I could to get out of town." Howes says he realized that any gig was better than nothing. "Even if it seems ridiculous-like it won't pan out or is a waste of time," he says.

Not all of his gigs landed him big jobs, but they taught him the value of his time and of his ability. "Every time I ventured into a new area it would teach me something," he says. "For example, a band leader in Toledo said he wanted to hire me. I thought it would really pan out, but I wouldn't get home until 7 a.m. I ended up making a name for myself in Toledo and I realized that I moved upwards as a businessman. I also realized that the gig wasn't a great use of my time and I was able to establish a higher value for my time. Until then, I didn't really know the value of it."

Starting out on his own, Howes learned to build upon his relationships and maintain them to further his career. He started to look at his musical career as more of a business and applied an organized marketing approach in order to succeed. "I have tried to keep updated information on all the people that I know in the business, including my fans, club owners, other musicians, industry professionals, agents-even those people that have a brother who knows a girl that works for a festival committee," he laughs. Armed with a book of contacts and a calendar, Howes keeps in constant touch with them, which he says is key to keeping his career in full-swing. "The point is, you need to touch base with all of your contacts at regular intervals," he says. "You need to be in front of them so they can be aware of you. You need to solicit people so they know what it is you want from them."

The violinist now tours the world promoting his recent CD "Christian Howes Live." At various stops he tries to gain access to students to share his story about becoming a tireless promoter-and musician. Getting into schools to perform clinics is easy, he says, as long as you have the right marketing approach. "For instance, if you want to play in high schools, you get a list of all the high school band directors in the area and you call them first," he says. "Tell them who you are and say you've got a clinic they may be interested in learning more about, and tell them how it would be of value to their school. Then, send them information. Follow up with a phone call until they either say 'No' or book you."

The important thing is to persevere, according to Howes. The more you follow up with prospects, the more trust you establish with them, and the more likely they are to book you-even five years down the line. He calls prospective club owners even when they say they're busy. If they say to call them back the next year, he marks his calendar and is sure to do it. "I've been after some prospects for five years, and I've only been in business for six," he says. "I've called them twice a year for five years until I got the gig. Once I got the gig, though, it was worth it. If you call somebody and they don't give you a no, but you don't call them back, then that's just wasting time."

Howes maintains you should never give up. If he had, he'd still be playing the same old haunts in Columbus. "I always try to find reasons to get in touch with people," he says. "I always try to ask for referrals from them. I never quit bothering people until they tell me no. I ask for something, be it advice, an opportunity, an appointment, or a gig." His persistent networking and simple marketing plan have led to endless opportunities, and he admits his work is neverending. But with persistence comes success-and a career that Howes is proud of.