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MUSIC BIZ INSIGHT #10 Power Reading for Busy Music Professionals Hope you're hungry! MUSIC BIZ INSIGHT is published for musicians, songwriters, managers, label reps, booking agents, entertainment attorneys, studio owners, music publishers, and all others involved in the music business. Its purpose is to help boost your business, find new markets, make the right connections, develop professionally, work smarter and improve your bottom line. "As a general rule, the most successful people in life are those who have the best information." Benjamin Disraeli Published bi-monthly by Peter Spellman, Director MUSIC BUSINESS SOLUTIONS: Turning Music Business Data into Useful Knowledge. Career and Business-building books, articles, consulting and more. P.O. Box 230266, Astor Station, Boston, MA 02123-0266, USA Phone: 978-887-8041 Email: success@mbsolutions.com Website: www.mbsolutions.com © 1997 - 2003, Peter Spellman, Music Business Solutions In this issue:
!CALLING ALL MUSICIAN ENTREPRENEURS! MUSIC BUSINESS SOLUTIONS IS SEEKING STORIES FROM MUSIC ENTREPRENEURS who work for themselves for a book titled, "The Merchant Musician: Tools & Tactics for Entrepreneurial Music Success". Looking for stories from bands, individual artists, songwriters, label owners, music publishers, booking agents, teachers, retailers, software developers, jingle writers, recording engineers, producers, music therapists, etc. The only requirement is that you derive most of your income from your business and that you are a musician too. I have a questionaire I will send you if you are interested. Please send a private email to >peter@mbsolutions.com<. Publication date for the book is June '98. This is a great publicity opportunity for your company and a chance to share some of your hard-won wisdom with the independent musician community! UPCOMING ENTERTAINMENT INDUSTRY EVENTS- Early 1998 For info on any of the following events that do not have a phone number, call the Chamber of Commerce in the host city. For an online directory of Chambers of Commerce see the World Network of Chambers of Commerce. FEBRUARY: Feb. 4-7 Gavin Seminar, Hyatt Regency, San Diego. 415-495-1990, extension 632. Feb. 9 British Phonographic Industry's Brit Awards, London Arena, Docklands. 011-44-171-287-4422. Feb. 11-13 Networked Entertainment World (N.E.W.) Conference, Beverly Hilton, Beverly Hills, Calif. 212-840-7280, ext. 104. Feb. 11 - 14 Texas Music Educators Association Convention / Clinic, San Antonio, TX Feb. 12-15 10th Anniversary Folk Alliance Conference, Cook Convention Center, Holiday Inn Crowne Plaza, Memphis. 202-835-3655. Feb. 25 40th Annual Grammy Awards Radio City Music Hall, New York. 310-392-3777. Feb. 25-28 Country Radio Seminar, Nashville Convention Center, Nashville. 615-327-4487. MARCH: March 5-7 Million Dollar Black College Radio And Music Conference '98, Sumner Suites Atlanta Airport Hotel, Atlanta. 404-766-1275. March 7-11 Winter Music Conference '98, Fontainebleau Hilton Resort & Towers, Ft. Lauderdale, Fl. 954-563-4444. March 11 - 15 Musikmesse, Frankfurt, Germany March 14-17 40th Annual NARM Convention,San Francisco Marriott & Moscone Center, San Francisco, Calif. 609-596-2221. March 18-22 South By Southwest Music & Media Conference, Austin Conference Center, Austin, Tx. 512-467-7979. March 28 - 4/1 Music Teachers National Association National Convention, Nashville, TN APRIL: April 25 "ALL YOU NEED TO KNOW ABOUT RELEASING & MARKETING YOUR OWN CD", 10am- 6 pm, Holiday Inn, Brookline/Boston. Sponsored by Music Business Solutions. Info: 978-887-8041. April 27 - 29 National Sound & Communications Convention, Las Vegas, NV MAY: May 13 - 17th Annual AFIM (Association for Independent Music, formerly NAIRD) Convention, Adams Mark Hotel in Denver, Colorado. 518-861-7037. May 28-30 Fourth Annual E3 Expo and Conference, Georgia World Congress Center, Atlanta,Ga. 800-315-1133, http://www.e3expo.com FEATURE/ MEDIA POWER: HARNESSING THE MEDIA TO BOOST YOUR BUSINESS Part 2 of a 3-part series
1) Promotional materials - These include your primary "graphic ambassadors"-- name, logo, letterhead, envelopes, business cards, mailing labels, flyers, etc. Remember: You never get a second chance to make a first impression so go for the highest quality affordable. These are quite literally "graphic ambassadors" sent before you to represent you to a select audience. If neither you nor your bandmates are artists then hire one. When designing your materials think unity: of color, tone, line and texture. Use your logo prominently on all your pieces. This enhances your image and instills top-of-the-mind awareness. 2) Photos - You can get a lot of publicity out of a good photograph. 8"xl0" B&W glossies are the standard. Have some 5x7 color shots available too. This will maximize your exposure possibilities. The 8xl0s should have the artist's logo/name at the bottom along with current contact information. Solists should have both head shots and full body shots. When doing a photo shoot count on going through at least three rolls of film. If you get one or two useable pictures from each roll you're doing fine. It's also a good idea to have a number of 5x7 "action" shots of you performing at a high-profile event, receiving an award, or any other scene that's worthy of notice. Use a professional photographer if at all possible. If the budget won't allow for a pro look elsewhere for less expensive talent. Check local art schools for students who want to earn a few extra dollars (and an opportunity to grow their portfolios). 3) Tapes/CDs - Which is best? A CD undeniably lends your act more credibility. However less than sixty percent of American households and offices have CD players while over 90% have cassette players. For demo purposes a high-quality cassette with 3 or 4 good songs is all you need. For more general marketing of your act, or when you're intent is to impress, either a full-length cassette or CD is the best choice. In all cases the music should be of the highest production quality affordable and the packaging (color, tone, line, etc.) consonant with all the other publicity materials. Be sure to include your name and contact number on all items! You'd be surprised how often press kit materials become separated. 4) Press Kits - A press kit contains most of the materials listed above. Journalists and DJ's use your press kit to obtain the background information they need to write an article or interview your band. I suppose a press kit is a promo kit until you have press. So this is your first task. Get reviewed. Court journalists for interviews. Find your publicity angle. What's special about your band or bandmates, your record, or your performance? To get mentions you'll need to provide newsworthy information. What's the hook or human interest pitch of your story? Give the media an angle that's fresh and informative and have your press kit reflect it. 5) Press Releases - How do you get the media interested in you and your projects? You send a press release, also called "news release". It's a standard tool that works better than letters and phone calls. It's universally used to publicize people and events. The release is essentially a pared-down news story that presents the outline of your event in a way that will grab an editor's attention. Anything newsworthy should be publicized. You should define newsworthy as creatively as possible. Special upcoming shows; formation of a new band; record release parties; production of a video; signing a management, agent, distribution, publishing or recording deal; recitals; formation of your new indie label; involvement in a benefit; winning a songwriting contest. These are just a few of the events worthy of mention. Always type and double-space the artist's information preferably on the band's own letterhead. Include all the pertinent details (who, what, when, where, and why). Use a bold and creative headline. Be sure to include the date, your contact information, and the city where your act or news is based. At the top write "FOR IMMEDIATE RELEASE" and then send it off to everyone on your media list. Today, a number of editors and journalists prefer either faxed or electronic press releases. When you call for current contact information, be sure to also inquire about preferred submission formats and obtain fax numbers and email addresses as needed. Short of obtaining professional help, most musicians and songwriters are going to have to go it alone for a time. With patience, a few graphic skills, some basic tools, and the nuts and bolts information in the following resources, you'll have what you need to do it yourself. Books. One of the best overviews of publicity planning I've ever seen is Jeffrey Lant's, The Unabashed Self-Promoter's Guide: What every man, woman, child and organization in America Needs to Know About Getting Ahead by Exploiting the Media (JLA Publications, 50 Follen St., Suite 507, Cambridge MA 02138; 617/547-6372). Besides tried-and-true strategies, the book's chief value lies in the way the author helps the reader develop an ongoing consciousness of publicity possiblities for one's business or project. This is the book's most empowering feature. All who study this work will be encouraged and equipped for the task. From a musician's point of view the best on the subject is still James Gibson's, Getting Noticed: A Musician's Guide to Publicity and Self-Promotion (Writer's Digest Books, $12.95). Gibson shows, with just a few simple strategies and very little cash, how musicians can create attention-getting publicity materials and then use them to make more money with their music. The book includes a wealth of business information on press releases, letter writing and how to deal with people in the media. Software Programs. JIAN Tools for Sale, Inc. has come out with an expert information software package that helps users publicize their business, group, event or service. "Publicity Builder" is a crash-course in entry-level PR that will help you obtain quick, effective, low-cost results. A wide variety of publicity topics are covered from developing new product statements and press releases to creating press kits and writing pitch letters. Even publicizing products and services at trade shows and conventions are covered. The program includes more than 10 easy-to-use worksheets to help users refine their messages and focus their efforts. More than 15 sample press release templates cover topics like new product announcements, personnel changes, fund raising events, new business openings, service programs, award announcements and more. Publicity Builder also discusses how to target and reach media contacts and get their attention by being professional and helpful, not annoying. The workbook is a great achievement. It guides the neophyte publicist through everything from goal-setting and pitch letters to effective follow-up. The program lists for $49. and can be obtained from JIAN, 1975 W. El Camino Real, Mountain View, CA 940040; 415/254-5642. Highly recommended! When to Seek Professional Help There is only one correct time to seek a publicist: When you yourself have become thoroughly familiar with the publicity process, but because of manifold commitments and the lack of time fail to access all the publicity opportunities available to you. It's crucial for the do-it-yourselfer to have at least introductory experience working with the media. That way you're in a better position to evaluate a publicist's record and, once having done so, realistically evaluate just what is being done on your behalf. Where do you find a publicist? Start by asking for local recommendations. Also notice which bands and musicians are getting a lot of quality press coverage. Call the publication and ask who the artist's publicist is. Publicists specializing in music will often advertise in music magazines. Shop around. Never take the first person who's available. You have nothing with which to compare his or her skills. Prices vary as does creativity. Once you've found several possibilities use the following guidelines to be sure you get exactly what you need. Consider:
It's completely reasonable to request samples of their work and client references. Afterall it's the musicians they've worked with who can give you the most relevant feedback about that publicist's work. Understanding how the media works is not merely a matter of idle curiosity. Whether you're a band, a soloist, a personal manager, booking agent or other music professional, having access to the media on a continuing, positive basis is a decided advantage. One that can be measured in enhanced prestige, greater recognition and larger profits. For most musicians working on publicity is more work than they bargained for. Getting noticed is a survival skill. If your publicity works you'll flourish. If it doesn't your career may not survive.
This article was excerpted from, Music Biz Know-How: Do-it-Yourself Strategies for Independent Music Success by Peter Spellman (1997, MBS Business Me dia). ))) ILLUMINATING TRIVIA ((( Did you know... ... Elvis Presley was tossed out of the "Grand Ole Opry" in 1954 after a show for a perceived lack of talent. He was also turned down by Arthur Godfrey's "Talent Scouts". ... Stephen Stills flunked an audition to be in the Monkees; he joined Buffalo Springfield instead. ... Boston's first demo tape, which was cut in Tom Scholz's basement but otherwise is almost identical to the group's first album, was turned down by virtually every major label in America. Finally, the tape returned for a second chance to Epic Records, which, on further listening, decided to sign them. The almost identical album sold 8 million copies, the most commercially successful debut LP by a rock group in recording history. Let us all be encouraged! Genre Spotlight: JAZZ Genre Spotlight covers "niche" music styles that are either ignored by or don't always receive the marketing push they deserve from the larger record companies. This section is a bit scant this time around but between the Jazz World Database and some of the following jazz indices, you'll have everything you'll need to work a jazz act effectively. Dig in! INTRODUCTION
TOP-CHARTING U.S.INDIE JAZZ LABELS (numbers in parentheses indicte annual releases)
JAZZ PROMOTIONAL RESOURCES: Jazz World Database, P.O. Box 777, Times Square Station, New York, NY 10108-0777. In Europe: P.O. Box 291, PL-00 950 Warsaw 1, Poland. Publishes the most comprehensive jazz-related databases in the world including separate US and international directories for Artists & Bands, Booking Agents & Managers, Clubs, Jazz presenters, Festivals & events, Educators, Labels, Wholesale distribution, Mail-order catalogs, Retail outlets, Magazines, press & critics, Radio, Marketing & pr, Service organizations, and MORE. Each directory costs $39 + s/h. Also available as printed mailing labels. ONLINE JAZZ INDICES: Contemporary List of Jazz Links The Jazz Industry Yellow Pages Jazz catalogs: places to sell your jazz product JAZZ ORGANIZATIONS Remember, organizations act as "Grand Central Stations" of information related to their purpose. You can find a fairly complete online list of jazz organizations here "A jazz musician is a juggler who uses harmonies instead of oranges". --Benny Green Did you know that MUSIC BUSINESS SOLUTIONS offers one-on-one consulting to help you plan your next release, scope out new markets and develop promotions that get noticed? Rates are reasonable. Call (617) 639-1971 or email success@mbsolutions.com to boost YOUR next project! BIZ SMARTZ STRATEGIC PLANNING FOR MICRO BUSINESSES There are two words that can strike fear in the hearts of small business owners. These two words are "strategic planning." However, these two words can pave the way to a successful business. In the past, most strategic planning was done behind closed doors by top management --- and when you're on your own, you are the top management! The emphasis now is on including the entire staff (if you have one) and/or getting key customers in on the process. Here are some basic components you should consider in the strategic planning process for your small business: Scope out the Environment. Examine the external factors that impact your business, such as market demand for your products or services, your competition, your customers' needs, the status of your suppliers, market trends, new technology and governmental legislation and regulations. Organizational Analysis. This is an internal examination of your business. It should include a SWOT analysis, which stands for the perceived strengths, weaknesses, opportunities and threats that your business may face. Mission Statement. Every business, no matter how large or how small, needs one of these. A mission statement provides direction for your company -- it tells you (or your employees) where you (they) should be headed and why. It's the mantra of your creative enterprise. Goals & Objectives. Based on your analysis and mission statement, set objectives, both general and specific, for your business. Get others who are close to your business involved in this process. Strategic Resource Planning. Once your objectives are set make sure you have sufficient resources in place to meet them. These resources include everything from financing to facilities to people. Implementation Strategy. Many businesses prepare a plan, but then don't implement it; they don't follow through; they don't have a process for reviewing it. You should always have your plan in front of you (or close by) and review it at least quarterly. Modify this plan throughout the year if needed. Communication. Write out your plan in a simple, straightforward format. It doesn't have to be fancy, elaborate or 100 pages long. It just needs to be clear, concise and understood by yourself and anyone involved with your business. Now is the time to get out a pencil and paper and follow these basic strategic planning ideas. Get your thoughts down in writing and then go forward for a profitable 1998! Reads & Resources... BOOK-- Seduced: The Life & Times of a One-Hit Wonder by Nelson George (New York: G.P. Putnam's Sons, 1996), $23.95 US. The author of "The Death of Rhythm & Blues" takes a crack at fiction with this sexy story of an African-American songwriter and his roller coaster ride through the music biz of the late seventies and eighties. A fascinating blend of street smarts and homely wisdom. BOOK-- How to Be a Working Musician: A Practical Guide to Earning Money in the Music Business by Mike Levine (New York: Billboard Books, 1997), $16.95 US. "Practical" is right! Levine takes a relentlessly commonsense approach as he outlines tactics for earning revenue in performing, session work, composition, and production. Tips and strategies any musician can use. WEBSITES-- MAS: Musician's Assistance Site A directory of FREE information on Booking, Promotion, Packaging, Pressing, and Distribution for independent musicians and indie recording labels. Hundreds of thousands of listings complete with addresses and contacts. Free contracts, articles, newsletters (including this one) and so much more... A new site that looks promising for all do-it-yourselfers. The site will consist of two basic parts: interviews and features by and about folks that have gone through the do-it-yourself experience or still are going through it; AND an online database covering booking contacts, press, college radio, and record labels. Looking good. If you're interested in music career-building handbooks, check out these three from Music Business Solutions:
All of these books are based on our popular seminars by the same names and all are packed with hard-to-find info to help you grow your music business and career. If you like what you see in MUSIC BIZ INSIGHT, you'll love what's in these books. That's all for now folks. MBI #11 will appear in early April, 1998. SUBSCRIBING TO MUSIC BIZ INSIGHT: The email version of MUSIC BIZ INSIGHT appears two-four weeks before the hypertext version. To subscribe just send email with the message in the body, "subscribe" to success@mbsolutions.com It's not an autoresponder so feel free to include any other comments, ideas, suggestions, etc. you may have. Have a great summer! About the Publisher PETER SPELLMAN is Director of MUSIC BUSINESS SOLUTIONS, a business and marketing consultancy to the music industry, and Director of Career Development at Berklee College of Music, Boston. He is the author of several books for music entrepreneurs and teaches music industry courses at Northeastern University (Boston) and the University of Massachusetts (Lowell). A musician since he was ten, Peter continues to spin riddims in the improvisational collective, Friend Planet and sing Cat Stevens' songs to his kids every night before bed. BLOOM WHERE YOU'RE PLANTED! Quote of the Month-- "Music produces a kind of pleasure which human nature cannot do without." --Confucius E-mail: success@mbsolutions.com © 1997 - 2003, Peter Spellman, MBS Business Media, www.mbsolutions.com P.O. Box 230266, Boston MA 02123-0266 978-887-8041 Rise up!
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