Innerview To Interview

Understanding and Delivering Your Message From Christian Musician Magazine October 2002
Kyle Liedtke, Mediatalk Communications

Charlie Peacock told me recently, “I’m not trying to build a career; I’m trying to follow Jesus.”

What are you trying to do with your music?

Innerview  - Understand Your Calling

I believe that every messenger of God must know their CALLING, develop their GIFTING and be faithful with every OPPORTUNITY.

Your calling is confirmed by your gifting.  And as you are faithful to your calling (doing what Jesus is telling you to do and not what the ‘industry” is telling you to do) and obedient to your gifting (perfecting your craft), you will be given opportunity.  When you are faithful with a little, God will entrust you with more.  This is perhaps the greatest trap for young Christian artists – they want the opportunity without the calling, and the gifting without the leading of the Giver.

So let me ask you:  What is your calling and gifting? What is your message?  What does it mean to be responsible before God for your calling?  What does it mean to be accountable for your message before God’s people?  How is this all worked out in your music?  As you ask yourself these questions, pray that God would reveal the message He wants to speak through you.  Write down the answers to these questions, type it out and memorize them.  These questions and answers are for you – not necessarily for your audience - so answer very personally and passionately.

What does this have to do with an article on “how to do an interview?”

Everything. 

If you can’t answer my questions first, you shouldn’t worry about answering anyone else’s.
These questions are worth your time – and worth your struggle.

Interview - 5 Basic Principles For Interviewing

Principle #1 - Have Something To Say…

For whatever reason, our culture wants to hear our artists speak.  So have something to say.  I was in CCM Radio for over 12 years and have interviewed hundreds of artists. Few had something to say.  I don’t mean they didn’t talk; I mean they really didn’t have much to talk about. 

You might be thinking, “God has gifted me to sing, not to speak.”  This may be true, but I believe that the context of your calling requires thoughtful dialogue with your audience.  I am not entering a debate here on “Godtalk” or whether you should do altar calls.  What I am saying is that if you have an opportunity to speak about your art or your faith, use the time wisely – teach, encourage, inspire, speak – have something to say.  Proverbs 10:11 - “The mouth of the righteous is a fountain of life.”  When I asked Phil Keaggy about art he replied, “God created the arts that we might honor Him, glorify Him and reflect Him through it.”  In that short sentence he taught, encouraged, and inspired.

Generally all interviews can be distilled to three questions:  Who are you?  What do you do?  And why do you do it?  Write out answers to these questions, answering who you are (your passion and message); what you do (your music, latest CD) and why do you do it (your purpose). Be careful not to use clichés or worn out evangelical expressions.  Be honest, be yourself.

Ask yourself these questions constantly.  This process will keep you focused on your calling and when you’re focused on your calling, you will not be easily sidetracked by temptation, sin or the industry. And you’ll always have something to say in an interview.

Hear this record companies, managers and publicists: An empowered messenger of God is worth a hundred times your marketing budget.  A person who understands their calling, gifting and message will change lives for the cause of Christ more than a slick marketing campaign.

Principle #2 – …And Say It!

Every second counts.  Last night I saw a Christian video show that interviewed several well-known artists at the GMA (Gospel Music Association) convention in Nashville.  Of the five artists interviewed only one took advantage of the opportunity; the rest were making inside jokes and seemingly trying hard not to say anything of meaning.  The irony was that the one artist who had something to say was from a boy band that is generally taken less seriously than the other artists interviewed.

The truth is, if you have something to say, you’ll say it every chance you get. 

Principle #3 – Promote Your Message, Not Just Your Album

Don’t be a salesman, be a messenger.  This goes against all of the publicity and marketing paradigms in CCM today.  Very few record companies think long term with their artists, they are often more interested in marketing a “product” than in developing an artist’s message.

And that’s OK.  Why?  Because your record company is not responsible for your calling, you are.

If you really believe that God has called you to music, then take the time to understand your calling and develop your gifting. Think long term. 

Build a foundation.  Many artists spend too much money on making press kits and not enough time on making relationships. People don’t connect with “products” people connect with people. We all have had the experience of seeing an artist live and connecting with them in a way we never did when we heard them on the radio. And we bought their record.  Connect with people first and you won’t have to worry about selling product.

Principle #4 – Avoid Jargon, Inside Jokes And Nerd-Talk

Avoid Jargon.  Very few people know what GMA or CBA is so don’t keep talking about it without explaining it.  Don’t refer to Nashville as “Nashvegas.”  Most of your audience won’t understand what you’re talking about – and if they do, you might come across more cynical than you really want to.

Inside jokes means everyone else is on the outside.  Don’t alienate your interviewer and his audience by making jokes that only you and your band think are funny.  This was a very common experience for me interviewing bands. I had an interview scheduled once with a female singing group at GMA and they spent the whole interview making inside jokes about their time on the tour bus.  A half hour later, their manager knocked on the door to signal my time was up. I literally had nothing on tape. The girls all of sudden realized they wasted my only opportunity with them and became very apologetic – and even plead with their manager to give me more time.  He couldn’t, there were too many people waiting.  I saw that group almost 7 months later at a concert and they were still apologizing to me for it.  What they didn’t seem to realize was, though they were insensitive to me – it cost them an opportunity to connect with their audience.

No Nerd-Talk.  The average CCM listener (or anyone for that matter) doesn’t care what kind of guitar strings you use. I personally might be interested in who played on your album or who produced it or where you recorded it at, but musician/industry type people barely make up 3% of your audience. 

Don’t let your interviewer lead you down those roads either (unless you’re being interviewed for Christian Musician).  If they want to talk shop, do it later.  Don’t waste your precious opportunity to connect with your audience.  Speak like a real person to a real person.  Remember, you may be speaking to 50,000 people at a time, but they’re listening to you one at a time.  Speak to that one person.  Connect.

Principle #5 – Be Low Maintenance

Don’t make it hard for people to help you.  Be on time.  Be Gracious.  Bring lots of giveaways. Don’t be a Rock Star.  We are all on the same team – let’s learn to work together for the honor and glory of our God, and the salvation and edification of those God has entrusted to us.  I can't tell you how many bands have come into my studio, called or emailed me - all with the attitude that somehow they're doing me a favor by allowing me the chance to meet them or play their music.  This is silly in every way - not even to mention that it is not the attitude of Christ.

And this is the attitude we should all have in our calling, our profession and our lives. 

Follow Jesus and let Him build your career.

Author Bio:  Kyle Liedtke is President of Mediatalk Communications.  His passion is to empower and equip messengers of God for the media.  Contact Kyle at (541) 390-9594 or email him at kyle@mediatalk.biz.