D Leigh Biz

Every new musician or band must stay vigilant in understanding new and different ways to market their music.  But that doesn’t mean you have to open accounts on every new social media site or mobile application.  Instead, you should make good use of the digital mediums that have proven to be successful.  The most obvious one is YouTube.  But it’s not enough to simply post a video; you need to employ strategic methods to stand out amongst millions of videos. I’ve gathered some tips and tricks that may help.

An article posted on Music Think Tank.com titled 9 Things YouTube Recommends Musicians Do, That You're Probably Missing provides great direction on how to capitalize on YouTube’s functionality.  For instance, the article notes that musicians should use “tagging” as much as possible when you post a video.  When you add tags to your video, it helps people to find your content.  Don’t remember where to input tags?  Here is a screen shot from a video I uploaded for a class project.  It shows where you can input key words (tags) when you post your videos.

Another great point in the article is to have both a lyric and a music video for each song.  Fans love to have the lyrics of songs.  This is reminiscent of the days when CDs included the lyrics.  Some artists include the lyrics in the description section of the video posting.  Now that music is downloaded, fans need a way to see the lyrics, and a separate video will draw them to other postings on your site.  Hopefully, as they browse your YouTube site, you will have other offerings for them, including “behind the scenes” videos and interviews or testimonials. Also, make sure you provide them with an option to subscribe to your site so that you can provide them with special content.

One final piece of advice from the article is to encourage your fans to be creative with your music.  Ask them to create their own videos using your songs and get their contacts to view them.  Whether they sing it themselves or use it as music in a different video production, these types of additional hits can create more buzz around your music.  Just make sure they appropriately credit you for the music.  You can even create a contest around the most creative video using one of your songs. 

These are just a few suggestions I noted from the article.  The source of this great information is a document published by the YouTube Next Lab called the YouTube Creator Playbook Guide for Music. Here you will find a wealth of information to optimize your presence on YouTube.

Another great resource for new YouTube music marketers is a site compiled by CD Baby’s DIY Musician Blog.  YouTube For Musicians: The Complete Guide has links to numerous articles that have been posted on their blog, including their “favorite tips, tricks, tech-recommendations, and interviews”.  

Finally, if you just don’t have time to do the reading, here is a YouTube video that summarizes a lot of these tips in just six minutes!  

 Source: http://youtu.be/9sV0PLIbYy8

I hope you found this posting helpful.  I look forward to your comments.

Take Care,

D Leigh

References:

Cannon, J. (2013). 9 things YouTube recommends musicians do that you’re probably missing. Musicthinktank.com.  Retrieved on May 10, 2013 from http://www.musicthinktank.com/blog/9-things-youtube-recommends-musicians-do-that-youre-probably.html

Crawford,C. (2012) YouTube SEO- How to do SEO for YouTube videos and rank #1.  Retrieved on May 11, 2013 from http://youtu.be/9sV0PLIbYy8

YouTube Creator Playbook Guide for Music. Retrieved on May 10, 2013 from  http://static.googleusercontent.com/external_content/untrusted_dlcp/www.youtube.com/en/us/yt/playbook/media/pdfs/playbook-music-guide.pdf

The DIY Musician. YouTube for musicians: The complete guide. Retrieved on May 11, 2013 from   http://diymusician.cdbaby.com/musician-guides/the-diy-musicians-complete-guide-to-youtube/

Walker, D. (2013). WalkerDanielleLiveEventProject. YouTube.com. Retrieved on May 11, 2013 from http://www.youtube.com/edit?video_id=us7NuHdufRw&ns=1

Image:

Source: http://www.digitaltrends.com/wp-content/uploads/2011/10/YouTube-Music.png

Hello Everyone,

For new bands attempting to get their music into the hands of fans, the issue is how to do this at a low cost but with high impact.  Creativity is key as you try to entice listeners to add your music to their library.  CDs seem “old fashioned”, and if you don’t have an investor, you may not have the financial wherewithal to submit an order for a distributor to manufacture 1,000 CDs.  You also run the risk of having excess inventory if the sales are lower than expected.  Nowadays, artists have become very savvy at alternative ways to distribute their music.  There are various methods for showcasing your music, yourself, and your band.  This includes sites like ReverbNation, SonicBids, PumpAudio and SoundCloud. If you feel the need to have a more defined way to distribute your music that includes analytics, try sites like The Orchard.  This site provides a full suite of marketing and distribution tools.  One word of caution, be sure to check the agreement carefully to fully understand any fees and licensing verbiage.

So you have your music ready, but what about artwork? Even if you’re not a graphic artist or professional photographer, there are various sites that can help you to create a phenomenal “cover”.  Try Flickr, or Webdesigner Depot. Or, if you have the funds to have someone create an album cover for you, consider Design For Music.  Here is a really good article on album artwork designs. It shows that this form of art is still important and appreciated. 

 

I want to also let you know about a great article I read on Music Think Tank.com.  It’s titled How the Digital Music Revolution is re-shaping Album Artwork. The author, Mark Roberts, provides some very creative ways to keep the idea of album artwork alive in the age of digital downloads.  Forget about traditional CD covers; let your imagination go wild! He speaks to the use of memorabilia in place of album artwork, which is a revolutionary idea.  Be sure to stay true to the image your band wants to portray versus going with what seems to be popular.  Your brand is still should always be your guiding principle.

Take Care,

D Leigh

Chapman, C. (2011) Common design styles used in album artwork. Webdesigner depot.com.  Retrieved April 26, 2013 from http://www.webdesignerdepot.com/2011/02/common-design-styles-used-in-album-artwork/

Roberts, M. (2013) How the digital revolution is re-shaping album artwork. Music think tank.com. Retrieved April 26, 2013 from http://www.musicthinktank.com/blog/how-the-digital-music-revolution-is-re-shaping-album-artwork.html

Ok, so it’s time to create my first band press kit.  There are a wealth of resources available for the “do it yourselfer” including books, articles, blogs, and websites.  Although electronic press kits are becoming more popular, it’s also advised that you create a hard copy version.  Never forget the “power of presence”, meaning, in person meetings with venue owners can make a difference. Even if they aren’t able to provide a booking right away, they may keep you or your artist in mind for future gigs, or could direct you to another venue that is currently seeking your style of music.

I’ve also found some great articles online related to band press kits.  Music Think Tank.com has a great article by Jonathan Ostrow that provided excellent instruction on the important elements to include in a press kit. Another good online article is titled “What Goes Into a Successful Electronic Press Kit (Digital Music Promo)?”.  It talks about EPKs and hardcopies, and the advantages of both. And Mike King speaks from experience, having worked at a record label and being the recipient of many press kits.  His article on artistshousemusic.org provides cautions as to what you should avoid. Sites such as Reverbnation.com and Sonicbids.com allow you to create an online electronic press kit (EPK). 

Beware of resources that may not deliver on expectations.  For example, I recently purchased a book for my Nook device by Ebony Pierce entitled Press Kits: The Complete Guide To Press Kits That’s Stuffed With Techniques for Getting Professional Results With Band Press Kits, Movie Press Kits, Online Press Kits, Media Kits and Electronic Press Kits. This book was a complete waste of my $3.50!  There was no true guidance, techniques or helpful direction.  Be sure to review the various free resources that are available before making purchases or signing up for paid services.  

Take Care,

D Leigh 

If you have been following my blog, you are aware that my primary purpose for starting a career in artist management is to represent my son.  Originally it was to represent him as a bass player, but now I have taken on a management role for his band, Three Story Hill.  Those in the music industry have heard it many times; the role of the artist manager can be extremely challenging.  According to an article on ArtistManagementResource.com titled How To Become A Music Manager, “the music business management career is simultaneously the most demanding (“why aren’t you doing more”) yet sometimes the most under-appreciated (“well, anyone can do that!”) in the eyes of many in the music community.”  Add the additional complexity of managing a family member or close friend, and this could be a recipe for disaster. But there are many examples of family members who have been excellent managers, and assisted in launching successful careers for their loved ones.   

Recently, I watched an E! television special regarding this phenomenon called “Fame in the Family”.  They showcased two artists, Sean Kingston and Romeo Miller (aka Lil’ Romeo), both of whom have their mothers as their managers.  Sean’s mother fits the definition of a personal manager.  They live together, she continues to cook and iron for him, and she also manages his schedule and ensures that his bills are paid.  Romeo’s mother has helped over time with his career, and is now working to launch the music careers of his 3 sisters.  She is actively involved in the studio and linking them with the right support team. This was a great inside look at how families can work together to support a rising star.

One of the most successful artist managers today is Kris Jenner, who manages the careers of her three daughters, Kim, Khloe and Kourtney Kardashian.  Kris has even trademarked the term “momager”.  She was instrumental in inking multiple deals with E! television, and negotiated with clothing, cosmetic, jewelry and fragrance companies on behalf of her children.  In an interview with WSJ.com, she confirms that she earns 10% commission for her management responsibilities.  Other stars that have had “momagers” and “dadagers” include Usher, Beyonce, Miley Cyrus, Jessica Simpson and Hayden Panettiere.

A few things I’ve learned about representing a family member include:

Finally, I realize that even with the best laid plans, there may come a time when we will need to part ways. Hopefully, it will be an amicable split. The last thing I want is to jeopardize my relationship with my son. I may not be his manager for the rest of his career, but I’ll be his mom forever.  

References:

Huffington Post. (2013) Celebrity momagers and dadagers: Who is running the show behind the scenes?  Retrieved from: http://www.huffingtonpost.com/2013/01/05/celebrity-momagers-and-dadagers-behind-the-scenes_n_2398541.html

Peden, L. (2012) Entertainment Wise.  Kris Jenner makes it legal, receives plaque to trademark her 'Momager Position'.  Retrieved from: http://www.entertainmentwise.com/news/88273/Kris-Jenner-Makes-It-Legal-Receives-Plaque-To-Trademark-Her-Momager-Position

  

Rwakaara, J. (2012) Artist Management Resource. How to become a music manager.  Retrieved from: http://artistmanagementresource.com/management-advice/music-business-articles/232-how-to-become-a-music-manager

Ryan. (2013) Romeo and Sean Kingston Star in E!’s “Fame In the Family”. Living Civil.  Retrieved from: http://livingcivil.com/romeo-and-sean-kingston-star-in-es-fame-in-the-family/

Recently I’ve begun searching the Internet for a potential music internship for my son this summer (2013).  He will complete his junior year in college as a Music Major in May; therefore, now is a good time to gain some in-depth knowledge of the music industry.  In terms of his resume, he’s carrying a B average in Jazz Studies, performs off-campus in a hip-hop/fusion band, and has past experience working as a musician on a cruise line.  Here is what I found as I researched these opportunities.

I have subscriptions to various feeds via my Google Reader account.  One of my favorite sites is About.com Music Careers.  They have really good articles on a variety of issues, from authors that have excellent insight regarding the music industry.  The first article I read was titled, Reasons You Should Do a Music Business Internship by Heather McDonald.  She listed these 4 reasons: 1) music business experience, 2) connections, 3) learning standard practices and 4) building confidence. Young musicians, especially those in college, might not have a realistic view of how the business side of the industry operates.  An internship would be a great way to understand the internal workings of a music entity.  Keep in mind, the job may not be glamorous, and the tasks assigned to you may seem mundane.  Internships have also been described as “gopher” or “grunt” work.  But, if you utilize your networking skills, you may walk away from the internship with contacts, references, and an insider’s view of how to get started in the music business.

Another helpful article was titled Find a Music Industry Internship.  This article provided direction on how to search for internships.  If you don’t have direct connections to anyone at a record label or artist management firm, it can be difficult to figure out how to find these opportunities.  For college students, the article reminds you to utilize the placement offices at your school.  They can be very helpful in identifying internships, as they may have ties to various companies in the industry.  For those who aren’t in college, one interesting method that the author suggested was to create your own internship.  Basically, you would go to a local label or promoter, and ask to work with them, even on a part-time basis.  Again, the most important part about the internship is gaining knowledge of the industry, not necessarily the pay.

Finally, you need to approach the interview for an internship as seriously as you would with any other type of job.  Remember, these are professionals.  In terms of how you dress, it is better to overdress than to dress casually.  You want to make sure the interviewer believes you are serious about the job.  I would caution against  wearing jeans and Nikes.  Until you know the environment of the workplace, dress to impress.  With my experience in Human Resources, I also know that punctuality is a must if you are trying to impress the interviewer.  If you can, practice your route to the location.  If you just use Google Maps or Mapquest, there is a chance you may not understand traffic patterns and construction detours.  Also, during the interview, be prepared to answer questions related to the company and why you are interested in working there.  Doing research in advance can set you apart from other candidates. Two additional articles on About.com Music Careers that can help are; Five Music Business Job Interview Tips and What NOT to Say in Your Music Business Job Interview. 

Remember, you may not get your first choice of companies, but a different internship may yield great insight and connections.  So don’t automatically discount other companies. Per Heather McDonald, “The bottom line is that this your chance to start transitioning from student to professional. Even if you end up not working in music, this experience will help you in any industry.”

Let me know if you have any other ideas for locating internships by leaving a comment.

Take Care,

D Leigh

As an artist or artist manager, you will find yourself across the table from various representatives of the music industry.  How do you protect your interests and/or the interests of your clients?  In the absence of taking a college course or a workshop specific to negotiation skills, you can educate yourself by various means such as books, podcasts and related videos on sites such as YouTube.  In this article, I will provide guidance I have learned from reading the book Getting To Yes: Negotiating Agreement Without Giving In by Roger Fisher, William Ury and Bruce Patton.  These gentlemen are members of the Harvard Negotiation Project, which is part of the Program on Negotiation (PON) at Harvard Law School.  They have extensive knowledge in the area of negotiation and have written other books on the topic, which are referenced at the end of this article.

In terms of the book, Getting To Yes, the first sentence of the Introduction section says it all, “Like it or not, you are a negotiator”.  We employ negotiating skills in a multitude of situations, such as buying a car, accepting a job offer, and even making family decisions on where to vacation.  The authors provide some great techniques to ensure a successful negotiation, and it’s not the hard-nosed tactics you may have employed in the past.  For instance, the four points of their principled negotiation method are:

Using these techniques can create better, more engaging relationships with the other party, which can in turn forge the path for more constructive business dealings. 

            Principled negotiation had been adopted in various forms in practice and teachings.  For instance, Dr. Thomas N. Deuning discusses these concepts as a way to conduct “interest-based negotiations”.  His webinar, Principles of Negotiation, shows how conventional negotiation methods are ineffective.  This includes a win-lose attitude, asserting positions and personal preferences, being stubborn, threats, and bluffs.  Furthermore, he re-introduces the concept of having a BATNA (Best Alternative To a Negotiated Agreement).  Duening goes a step further and provides four steps to acceptable negotiation outcomes: 1) obtain substantial results, 2) influence the balance of power, 3) promote a constructive climate, and 4) obtain procedural flexibility.  This information was extremely valuable in creating my negotiation process going forward.

Another resource that I found to be very informative was a video posted of a class conducted by Joel Peterson at Stanford University’s School of Business entitled “Conducting Effective Negotiations”.  He notes that the course was formerly titled “How to Negotiate When You Absolutely Have To Have The Deal”.  He commented that he would hope that no one would allow himself or herself to be placed in such a position!  In terms of business negotiations, Peterson states that the main deliverables are typically price, terms, timeframes, warranties and remedies.  I very much appreciated his take on the use of “dirty tricks” in negotiations.  In the video, he and the class members have an enlightening discussion about the various things they have witnessed, such as, being locked in the negotiating room, abusive language, shouting, lack of breaks and stalling to extend the meeting time.  His advice to the class was to “call them out” on the behavior, plan for contingencies, make the behavior ineffective or to simply ignore it.  He refers to a quote that states, “don’t wrestle with pigs, you get dirty and they enjoy it”! Another great learning was to treat the negotiation as “just a conversation”.  This makes it a less intimidating activity. 

Getting to Yes was originally published in 1983.  Since then, there have been other advances in negotiation techniques.  But the initial concepts have endured over time.  William Ury has been a consultant for the White House and has been involved as a mediator and negotiator for various global issues.  Recently, he has been involved in the Abraham’s Path Project, which addresses the Middle East conflict by encouraging people to travel the path of Abraham to recognize mutual benefit.  In his TED presentation, The Walk from “no” to “yes”, he talks about ways to resolve conflict and have better negotiations.  I was very impressed with the story he tells related to his interaction with a tribe in South Africa.  There are 3 tools utilized to minimize the outbreak of tribal war; 1) hide the weapons, 2) cooling off periods, and 3) the 3^rd side.  The 3^rd side is a concept of community, family, friends, etc. that helps you be more reflective and put things into perspective.  This in turn, reminds you of what’s important, and refocuses your efforts toward mutual gain.  He notes an African proverb that says, “When spider webs unite, they can halt even the lion”.   

I would encourage you to access the resources noted in this blog posting to improve your ability to negotiate for yourself and/or your clients.  Being well informed and prepared are your best weapons to ensure that no one takes advantage of you during those discussions.  Keep in mind; these techniques can be employed within all types of negotiations, including personal relationships with spouses, siblings, parents and children.  Learning more about appropriate ways to negotiate will allow you to be more objective and seek mutual gain. 

References

Fisher, R., Ury, W., & Patton, B. (2011). Getting to yes: Negotiating agreement without giving in. New York: Penguin.

Conducting Effective Negotiations

http://www.youtube.com/watch?v=rCmvMDrCWjs

Principles of Negotiation Webinar

http://www.youtube.com/watch?v=zgkahscrvf8

TED talk – William Ury: The Walk From “no” to “yes”

http://www.youtube.com/watch?v=Hc6yi_FtoNo

Additional Resources

Fisher, R., & Shapiro, R. (2006). Beyond reason: Using emotions as you negotiate. New York:Penguin.

Ury,W.(2007). The power of a positive no: Save the deal, save the relationship, and still say no.  New York: Bantam Dell

Stone, D., Patton, B., Heen, S. (20xx). Difficult conversations: How to discuss what matters most.  New York: Penguin.