Is it Entrepreneurial or Is It Snake Oil? Looking at Ethics of Online Business in Classical Music
If you’re online, you’re most likely getting emails about online courses in classical music, from audition preparation courses to pedagogy, musician health, practicing, and everything in between. While there’s nothing wrong with people getting involved with online business, it can be hard as a consumer to sift through the offerings and know if it’s a good course or if it’s a scam.
Let’s take a step back though, and look at where the music industry currently is. There are a wide range of statistics on current unemployment for artists, but the numbers are anywhere from 25%-50%, depending on the survey, genre, and type of performing artist. The statistics also don’t necessarily account for musicians who normally play for an ensemble that has cancelled the current season, but are still technically employed. Many musicians are focusing on teaching, alternate revenue streams, or taking non music jobs in the interim, and some of that translates to desperation tactics online.
Despite the lack of music and concertizing, there has been an abundance of musician entrepreneurial endeavors online, with new podcasts, initiatives, online coaching, and online courses with a wide range of prices. There’s nothing wrong with wanting to make money online, nor is it wrong to pivot your business model or pursue entrepreneurial endeavors. I do think, however, that business ethics need to be discussed, whether it’s in regard to false promises, false qualifications, or how courses are priced.
For my purposes, ethics are “moral principles that govern a person’s behavior or the conducting of an activity.” (Oxford dictionary) Are there ethical principles that should be considered when offering content online, especially during a pandemic? The short answer is yes, ethics should be considered when offering content online, regardless of what you’re offering or when. What are some examples of unethical business practices that are very common?
-Falsifying your credentials or making them seem more auspicious than they actually are. This can also include selling products and services that you are not qualified to sell.
-Using coercive tactics to try to sell things, such as preying on fears and vulnerabilities, pushing sales without listening to clients, shaming someone for not buying, and blaming someone for their issues
-Giving false promises about your products, i.e. “I’ll heal you in 2 months, you’ll lose 10 pounds in 5 days, this juice cleanse will heal your organs, you’ll win your next audition, you’ll make $5,000 next month” and so on. These types of promises are rampant in the fitness, wellness, and business space, but are also starting to seep into music.
-Claiming to discount your products to get a sale when the price you’re offering is your standard price.
-Not fully disclosing information about your products, services, or qualifications. This is basically not telling the full truth- if someone asks you about your products, this could be leaving key information out, exaggerating the offerings, or claiming the product is different than what it actually is.
Another facet to consider is the power and position of people offering courses. Consumers will assume that someone in a position of power, fame, or authority makes a great product, whether or not that’s true. For example, winning an orchestra audition doesn’t make you an expert on all things related to all orchestral auditions, given that each instrument is different, every person learns and succeeds differently, and audition preparation is not a one size fits all approach. Getting a certification in fitness, yoga, or pilates doesn’t make you an expert on all things musician’s health and wellness, especially for instruments you do not play. Despite this, many people bill themselves as audition experts, wellness experts, musician life coaches, musician health coaches, and so on. Both life coaching and health coaching are regulated fields with certifications and training, and using these titles casually is disingenuous and misleading.
Are there ethical considerations for how much someone charges for an online product? I’d say yes- I’ve received emails for courses charging $300 to $15,000 since March, and I’ve been shocked, to say the least. If a course is thousands of dollars, what are the qualifications of the person offering the course? What is exactly offered in the course- is it a series of prerecorded videos, is it live, are there textbook materials? How many days or weeks does the course take place over? Was the course previously held for a significantly cheaper cost, and if so, why the increase in price now? If the course is expensive, why is it so? Was professional videography, editing, website design and more needed and is that why it’s expensive? More importantly, who is the course aimed at- high schoolers, college students, young professionals, educators, adult professionals, and does the pricing reflect that audience’s current financial situation? If a course is $2,000 and aimed at college students and young professionals, who is paying for that and what does the cost say about classical music? Is it suggesting that you have to be wealthy to succeed in music? Is success in classical music limited to the people who have expendable income during a global health crisis?
One of the big challenges in seeing these sales pitches is the lack of social awareness, whether it’s being oblivious to the pandemic, social inequality, financial hardships, or racial injustice in the country. Many of the most persistent online sellers come from places of incredible privilege, whether that’s in terms of sex, gender, race, or having a prestigious orchestral position. It can feel as though sales are the only priority, despite that fact that many people in the music industry are suffering both financially and emotionally.
Despite that, there are ways to address ethics in business, whether you’re a consumer or business person. The TARES test (first used in 2001) is an acronym that addresses ethics in advertising, media, marketing, and public relations.
T: Are the claims made by the seller truthful?
A: Are the claims authentic?
R: Do the advertisements, sales pitches, and media treat the consumer with respect?
E: Is there equity between the businessperson and the consumer?
S: Is the advertisement socially responsible?
Whether it’s your own business or others’, take a look at sales emails, social media, websites, and ask if this is an ethical business practice or offering. If the TARES test reveals an issue in your own marketing, that’s ok! If it reveals an issue in someone else’s marketing or products, tell them. It doesn’t mean they’ll listen but communication matters. If they choose to avoid conversation about these issues, that also tells you about their business ethics.
Lastly, here are some great questions asked by my friend and colleague Dr. Rachel White Galvin, in response to whether a course is for you.
There is a place for online business, entrepreneurship, and courses but integrity in offerings is essential, no matter the content, teacher, or offering.