Prepare to be the opposite of shocked. Here are two truthful non-revelations about the Austin music scene. Come to think of it, these apply a bit more broadly as well. What other unsurprising truths are there out there? You know, other than the fact that bloggers love to complain?

Unsurprising Truth 1: It’s ALL about the money.

What it means to bands and music fans: If bands can get people out to their shows consistently, it won’t matter that they don’t know how to play their instruments. The music comes second to the amount of money a band is able to generate. Once bands figure out how to get people to their shows, a whole world of opportunity opens up. Very rarely is the music so good that people are willing to risk losing money on it (see the changing recording industry for proof).

Of course there is even bigger money in play. For one, downtown real estate development is big business. Big enough to close music venues and shut down shows (thanks a lot noise ordinance). Developers can come in and have the noise ordinance enforced regardless of the fact that music has been played nightly downtown for over 80 years.

Don’t forget local government either. The recent decision to withdraw plans to create a Music Department due to police union threats of a financial nature is evidence enough of that.

What can be done about it: The music business, both local and national, will always be based on money. There are a few things you can do to safeguard the existence of Austin’s local indie music scene. Organize by joining Save Austin Music. Go out, support local bands you like, and enjoy the music that Austin offers. Austin will never completely lose its music scene, after all it’s a billion dollar industry.

Unsurprising Truth 2: Very few bands promote their shows well.

What it means to bands and music fans: This is the reason the same small group of bands keeps getting the good shows. They promote their shows well and get people out to see their act (see above). Most bands book gigs, tell a couple friends, and maybe post a few flyers. Then they wonder why no one came to see them play.

Promoting properly takes time, money, planning, and discipline. Not really the qualities inherent to folks in creative pursuits. It’s tough to consistently promote well, but absolutely worth it.

What can be done about it: For each show, have a plan to promote. Make flyers, create and share a Do512 listing, send MySpace bulletins, tell friends, create a Facebook event, remind friends, network with other bands on the bill, and then play a great show so people want to see you again. The real trick is starting promotion early enough to be effective. If bands book shows out far enough in advance, multiple weeks can be devoted to the promo.

As a music fan, get the word out about shows you are planning to attend. Share Facebook and Do512 events on your profile and invite others. Don’t be annoyed when your musician friends invite you (and then remind you about) every single show they play.