Wednesday, 4 February 2015

"What's Your USP"? The Most Annoying But Important Question You'll Ever Be Asked


If you are a singer or musician who has tried to 'make it' in the music industry in some way, shape or form, you are guaranteed to have been asked this question. I myself have been asked this question by everyone from smug A&R people leaning back in their chairs, sleazy journalist types, steely business investors, and even your average armchair critic in a casual conversation. It's a very confronting and uncomfortable question because essentially someone is asking you "What makes you think you're not a lemming?", "Why should I feign interest in you?" and "What is the point of your existence?". OK so I'm mildly exaggerating with those but it's definitely how you are made to feel when you are asked that question, and often it feels like your life depends on the answer.