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Hi
to you all!
Just recovering from several days of fun at
the CMJ Music Marathon. For those not familiar
with it, it's a music conference targeted at
college radio held here in NY every fall for
several days. I saw many of you there. It's
always fun catching up with industry friends
and making new ones. As I said in the last
newsletter, I go to as many as I can. One can
NEVER learn too much!
While at CMJ I hung out with my friend,
singer/songwriter Jenn London. I met her when
she took my seminars and have watched her
career blossom. Jenn has great personality and
a happy attitude. During the conference, she
spoke to everyone who crossed her path.
Everyone! She didn't try to assess or single
out who was most likely to help her and
treated everyone like they were special. I
found myself thinking that musicians could
learn from Jenn. She was featured in Billboard
last year as a musician on the rise when
spotted working a music conference. Whenever
you're at an industry event, put on a gorgeous
smile and talk to everyone. New fans lead to
more fans and Jenn certainly has more after
the conference. I always tell people at my
seminars to speak to everyone there. You never
know who you're with unless you speak with
them! And you never know who might know
someone who can help you. I've had recording
artists, A & R people, music publishers,
etc. take my seminars. They looked like
everyone else and only those who were friendly
had an opportunity to possibly take advantage
of their contacts.
Thanks to ALL of you who volunteered to be my
intern! Right now I have several who are doing
work for me. I'm so bogged down with my own
research I can't assign things to more of you
yet. But I will contact others as needs arise.
I sincerely appreciate all the offers!
This month I'm including interviews with 3
special people. David M. Bailey and Onno
Lakeman (Red to Violet) are musicians who are
successfully advancing their careers
independently. Rudy is a college promoter.
What they have in common is a spiritual
attitude that echoes mine. These guys are
keepers and we'll stay in touch. While others
are moaning about the cutthroat nature of the
music biz, I keep attracting people into my
world who prove otherwise. If you expect to
meet great people, it's easier to find them!
Feel free to forward this newsletter to your
mailing list or anyone you'd like. If this was
forwarded to you and you'd like to subscribe,
let me know. To read my last issues go to
http://www.outersound.com/revenge/monthly.html
It has some great resources. If you'd prefer
to be taken off my list, please say
unsubscribe in the subject header of an email.
A reader from the UK asked if I'd include
resources from there. I'd appreciate it if
those of you living in the UK would share with
me anything that might be helpful to someone
living there so I can print it. Thanks!
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1. PR help
2. Interview with David M. Bailey
3. Minding your music biz
4. Great guests at my next seminar!
5. "Sideman Step Out"
6. College Promotion
7. Free (almost) business cards
8. Interview with Onno Lakeman
1. PR help: Reviews and articles are important
for developing your story. No matter how small
the publication, a clip gives you credibility.
I often see clips in people's press kits from
magazines I've never heard of or that I don't
know how to find. I found a fantastic resource
to pass on. http://www.musicjournalist.com/publications.html
This lists all the music publications and
their contacts, specifying the genre. It
includes major city newspapers with good
sections on music new and reviews. Just click
on the publication and you're on their site.
Internet publications are a great source of
initial reviews that can be linked to your
website. Where do you find good ones? I just
saw the brand new 4th edition of The Indie
Bible, THE ONLY publication available that
lists 8000 websites for radio stations/shows,
music review publications, CD
vendors/promoters and much more. The Indie
Bible shows you where to get your music
reviewed, your songs played, and your CDs
sold. It also includes 39 music-related
articles. Publisher David Wimble has outdone
himself with this latest edition, including
LOTS of new sites and resources. It includes
more listings than ever for local music
scenes. I recommend that anybody planning to
use the internet to promote their music buy
this valuable resource. It's only $24.95 and
worth more than every penny. http://www.indiebible.com/icb/
2. Interview: David M. Bailey played music
throughout college but stopped to pursue a
corporate career. On July 4, 1996, doctors
said he had a malignant brain tumor and would
be dead by Christmas. David says he chose to
make that day his new birthday, left his job,
and turned to music as a healing process. With
a desire to live more passionately, he
returned to his first love - songwriting. 300
concerts, 40 states, and 7 albums later,
David, his songs, and his passion are alive
and well. David tours full time and continues
releasing CDs. He's been featured on CBS News/
48 Hours, 60 Minutes, Fox/Health, NPR and in
newspapers across the country. He was a 1999
Kerrville New Folk finalist and received many
other songwriting awards and accolades. Yet
he's happiest when he's sharing his music.
David's songs reflect hope and healing. They
tell stories of people he's met and inspire
his fans, including me!
How did you figure out how to get started?
"It sounds cliché to say but you just
gotta get out there. I played at our local
church; at our campus support group; at a
pottery shop. I scouted places to play and
dropped off a press kit with a recording. It's
hard to create a draw. So, I looked for
opportunities to play where people were
gathered for another reason."
How did you find them? "Conferences are
good for that and hunting out those
opportunities is just a matter of being alert.
There's an industry of people who manufacture
shoes. They have annual conferences. Farmers
who use certain tractors meet once a year.
Everybody has some type of annual meeting and
everyone knows somebody that goes to these
whether it's your uncle's neighbor or your
father's colleague. I got a good business
card, a decent recording, a photo and one page
bio to say 'this is who I am.'"
How does this help you? "If you do one
concert for a group of 1000 people and they
represent [other groups] from across the
country, invitations from all these places
start trickling in. One really good concert in
front of a group of people that come from all
over will create not just the word of mouth,
but actual invitations to come to their own
places."
How do you use your website? "For an
independent performing songwriter, there is no
better tool. On my site we have a signup for a
newsletter, which I send out about once a
month with all the songs, lyrics, and tour
schedule. My site is sort of a command center
for people who want to know what's going on
day to day. My newsletters are posted on
there. I have my treatment history for folks
interested in where I've been medically, all
the albums and how to order them. I make sure
that new photos are posted. Anyone who writes
to me gets the newsletter. I write them, not
in a "newsy" way but more like I'm
writing a personal letter to a friend. I try
to create a sense of togetherness. It's cool
that we are all are sort of in this together.
I really feel that way about the people who
have been supporting me."
Why do you plan to stay independent?
"There was a time when I thought getting
a major record label deal was the pinnacle.
Individuals who've been a part of it changed
my mind. An artist friend signed to a
subsidiary of a major got $12,000 up front and
had to pay that back through sales. Then they
would make 60 cents a record, and that was
good. I couldn't imagine after the time and
expense of making a CD, walking away with just
60 cents per sale."
I asked David if the promotion and clout of
being on a large label was worth giving up
control of what you say and how you say it. He
answered with a big NO!!! He loves being in
control. So far he's doing well, thank God!
David wants to help people face their own
challenges with his music. His numerous fans
prove he's succeeding! http://www.davidmbailey.com.
3. Minding your music biz: Those of you who've
read my books know the importance I put on
treating your music as a business. No matter
how much you hate handling the biz end, you
have to if you want to make money.
Fortunately, there are free/low cost resources
available. I'm including a few. If you know of
more, please let me know so I can share them!
The SBA (Small Business Administration has
tons of free info and guides. They offer
classes in many cities on the basics of
starting up a business. It's not about music
business but business in general, which is
important. They have a free small business kit
you can get if you call or write. http://www.sba.gov/
1-800-UASK-SBA (1-800-827-5722)
There are almost 1,000 SBDCs (Small Business
Development Centers) around the country. The
SBDC Program offers up-to-date counseling,
training and technical assistance in all
aspects of small business management, such as,
assisting with financial, marketing,
production, organization, engineering and
technical problems. Assistance from an SBDC is
available to anyone interested in beginning a
small business for the first time or improving
or expanding an existing small business, who
cannot afford the services of a private
consultant. http://www.sba.gov/SBDC/
SCORE is composed of retired business men and
women who volunteer to answer questions about
starting a business. If you have SCORE in your
city, you can meet with someone in person. Or,
write to them through their website and
someone will answer you. This service is free
so take advantage! http://www.score.org/
Whether you're starting a label or trying to
raise money to further your musical endeavors,
you'll need a good business plan. This page
has various resources for helping you write a
good one. http://www.businessplans.org
4. Great guests at my seminar!: I'm excited! I
have some terrific guests scheduled to speak
on November 16th: How to Get a Record Deal.
Music attorney Wallace Collins will be
speaking on how to effectively use the
services of an attorney. Wallace began as a
recording artist on Epic and knows what it's
like on the inside.
Producer/engineer Arty Skye will be giving
tips for getting the best recording possible
and using a producer to your best advantage.
Arty has 13 platinum/gold records for work
with artists such as Madonna, Will Smith,
Sisqo, Santanna, Wu-Tang, Clan, and many more.
Tony Samuel, a writer for Insomniac magazine,
will speak about PR and street promotion.
Ed Razzano is the Senior Creative Director of
Spirit Music Publishing and will speak about
opportunities to make money from your songs.
His company specializes in placing indie music
into films and TV.
Brian Surgitz, President of Elementree Records
(Korn's label) said he'll come down if he's in
town.
My seminar on November 16th is called How to
Get a Record Deal but the focus of instruction
will be about artist development. I believe
that the best way to get a record deal is to
focus on developing yourself as an artist and
making money from your music instead of
wasting your energy chasing record labels. As
you grow as an artist, your chances of
attracting a GOOD record deal increase. I'll
provide various ways make money from your
music. This class is good for anyone who is
planning to put out their own record or to
attract a SATISFYING record deal.
My seminar is from 11am - 5:30pm at the New
Yorker Hotel, on the northwest corner of 34th
Street and Eighth Avenue in NYC. Registration
is $85 in advance and $105 at the door. I try
to give people every opportunity to pay in
advance. I take credit cards on my website
until midnight on November 13th. I'll take
cash or money orders in person until Friday
evening at my office on East 52nd Street.
My next Start & Run Your Own Record Label
is February 22nd: More info about the seminars
is posted at: http://www.outersound.com/revenge/seminar.html
5. "Sideman Step Out": I got this
message from the Black Rock Coalition and am
passing it on for New York area musicians. The
Screening Room presents a new Monday night
jazz series called "Sidemen Steppin'
Out" with the idea being to break out
some of the stellar sidemen playing jazz in
New York City. This series runs every Monday
night at 7:30PM and each band plays three
sets. There's no fee for admission, a gorgeous
bar and great food with movies on site.
ORGANIZER IS SEEKING THOSE PLAYERS INTERESTED
IN PERFORMING. Please consider and/or pass
this email on to any sidemen who might be
interested in "steppin' out." EMAIL
ERIC WRIGHT AT ericwright99@hotmail.com if you
want to play. The Screening Room is on the
corner of Varick Street and Canal.
6. College promotion: I met Rudy Chavarria of
Rude College Promotions at CMJ. We spent some
time together afterwards and I picked his
experienced brain. Rudy said when he wanted to
get involved in the music industry, he hung
out at A & M's studios, making himself
helpful to everyone. With his friendly
personality, he endeared himself to people at
the label. It led to a variety of jobs that
taught him a lot. Now he does college radio
and retail promotions, using the friendly
persistence that got his foot in the door.
Rudy says most music can work on the college
level but alternative, hip hop, world music,
reggae and techno are best. http://www.rudeworld.com/
How would you describe the importance of the
college market? "The college market is
the basis of developing a fan base and being
able to use peer promotion. That's the place
where you light a fire and let it go. Look at
Napster. One person told another kid who
emailed another in a different college. It
went all over the world. They'll do that for
an artist they like too."
What would you advise an indie musician with a
CD? "I'd work all stations that chart. If
it's in print, you can kill two birds with one
stone. One, you can get radio play. Two, you
can get it charted and show those charts to
distributors, major labels, and anyone you're
looking to get help from."
What publications would you work? "CMJ is
the Billboard magazine of college radio. Then
find an underground magazine, like Scratch.
That's the magazine that's picked up by people
who love the music. And they'll buy it."
How can you get a college radio station's
attention? "The bottom line for college
radio is the music. If it's brilliant, they'll
love it. You just have to get them to listen.
Fax teases. We'll fax quotes about the record
to all of the radio stations that are
reluctant to add the record and a list of the
people that are giving us a lot of love for
the record. Then they see that the record is
onto something and will open the package and
give it attention."
Why Faxes? "They read them. Email has
taken the place of what faxes used to be.
People like seeing a fax because it's
something they can hold."
Who is a CD sent to? "On some stations,
the music director takes it, files it and then
gives it to his DJ. Other stations you've got
to get it right to the DJ or he'll never see
it. First thing I recommend is searching the
web through radiolocator.com and go to the
website. Do the homework. Find out about them.
You can get their email addresses. Email them
first and then call."
I asked Rudy about sending an electronic file
of music rather than spending money sending a
CD that may never be played. He agreed it's
good. "They'd probably love it if you
send an MP3 file. They can listen to it and
send you an email if they want a copy. It's a
lot faster."
What about street promotion in colleges?
"Students can flyer retail stores,
student unions, fraternity and sorority
houses. Use postcards with the album cover on
the front. If they get it at a party, they can
fold it and put it in their pocket and they'll
have it. Make sure your album cover is
beautiful visually."
Colleges can be a good place to market your
music, If they like it, they'll play it. There
are no consultants pushing them to play major
label acts. College radio likes to break music
that's not all over commercial radio. And
there are opportunities to perform in or at
clubs near the college as well. I've found
that colleges in smaller towns can be easier
to start with as there's less competition. I
appreciate Rudy sharing his expertise!
7. Free (almost) business cards: In my last
newsletter I asked for any resources that
might be valuable to my readers. Omari James
attended my last seminar and gave me his very
nice business card. He got it free and said I
should pass the info along. VistaPrint offers
250 free business cards. Well almost free -
you pay postage/handling. They offer a good
selection of cards. I was impressed with how
nice Omari's looked. Their website is on the
back in very small letters. I didn't notice it
on Omari's until I looked for it. Or, for
$9.95 you can get them without the ad. I think
it's a good value. A link to them is on my
website at
http://www.outersound.com/revenge/links.html.
8. Interview: I *met* Onno Lakeman of Red to
Violet, a duo (EL is the other half) based in
Holland, when he wrote to tell me how much he
liked the first edition of The Real Deal.
We've stayed in touch ever since. I've been
fascinated by how he's been able to market Red
to Violet on their label, Commuse, in the U.S
. when he's not here. So of course I had to
e-interview him for my book.
http://www.redtoviolet.com/
Here's some highlights:
How did you first get the buzz going? "To
be able to present a complete package, we
decided to make a video as well. We made a
script, got the right people and shot it in an
Amsterdam studio. Meanwhile I hooked up with
CDbaby, CDstreet and other webstores to be
able to sell the Red to Violet CD. We also
worked with an independent distributor, so our
CD would be available at CDnow, Amazon, and
(some) street stores. I contacted smaller
radios, public radios and webradios. We were
received very well. Our track "Here I
Am" got play on about 200 smaller US
radios. With the video we got broadcast on
public and cable TV shows all over US. The
video even won the Viewers Choice on CN8,
U.S.'s largest cable tv network, broadcasting
to PA, MD, DE, WashDC, NJ to the borders of
New York."
How did you learn what to do? "Just by
doing it. I made mistakes, but it goes one
step at a time. Our promotions are currently
focused the the U.S. as our music is very well
received there. I learned that one person can
do a lot, really a lot, but you need insiders
to approach the people at SPIN magazine, Music
Week, record stores and larger college radios.
Hiring Indiego did this for us. We plan to
introduce our CD to other regions."
Why do you think you've gotten far? "Richie
Sambora said: 'you can't polish bullshit.' So
you need talent and good material to start
with. From there you need a good mental
attitude. We've worked on mental strength as
much as we did on our musical skills. You need
this mental strength to be able to cope with
the road going up and down. Persistence is
very important too. People around me say I
have that. I believe the impossible can become
possible."
What are your eventual goals? "Worldwide
distribution, promotion and sales for our CDs,
worldwide tours, major chart successes as
indies. It's cool to visualize an indie coming
from the land of windmills and wooden shoes
reaching high in the Billboard charts.
:-)"
How did you first get attention outside of
Holland? "Mainly by using the web - here
and there a phone call or fax and by sending
out many packages."
How do your tee-shirts help? "We've
designed it so that people would like to wear
it, just cos they like the shirt. Instead
saying 'the ...tour" or "the ...
album," we like that the person wearing
the Here I Am shirt gets attention and our
band name and Red to Violet site is promoted.
It's promotion material too. And it works. We
get great feedback from people who have won
the shirt. [Note: Onno sent me one and I LOVE
mine!]"
What's on your website that makes fans
continue to visit? "We update every week,
with features such as a fresh 'lyric line of
the week,' 'news headlines,' my personal 'indie
talk column' (I describe my week working as
indie artists and label), the latest reviews.
There's always a CD-single or T-shirt giveaway
going on. It has cool music links. There's a
video, free audio clips, including a full
version of Here I Am. And from the counters I
see that audio and video are among the most
popular features. So it's still about
music!"
Do you make use of any street teams/fans?
"We have given people T-shirts and flyers
for UK festivals and it works. In the U.S. we
have done the same during 5-6 events so that
thousands of music lovers visiting the
festival see someone wearing the shirt and
handing out flyers.
Onno told me he used to spend what most of you
would consider a ridiculous amount of hours
searching the internet for places to send
music. Now he can cut back as the main
research is done. If you believe in your music
and want to make a living from it, do whatever
it takes to find ways to market it.
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I hope you're preparing to move forward with
your music in the new year. If you feel like
no one is responding positively to your music,
get honest feedback. Ask people in record
stores, DJs, or anyone with a good ear for
your genre what needs to be improved. Don't
tell them it's your music if you want the
truth! Say you're doing research for a friend.
They'll be more honest and you'll have an
easier time accepting criticism. Get your
songs critiqued. Ask people who work at clubs
how you can improve your performance. You may
not like what you hear but it's better than
spending years wondering why you can't draw a
crowd to hear you play. Use feedback to
improve.
NEVER stop believing in yourself and your
ability to create good music. We all start
from nothing and without the skills or
developed talent to succeed. Success includes
the process of developing yourself to a level
where people pay attention. You can do that if
you leave your ego home and wear a suit of
armor. Don't allow yourself to get sensitive
about criticism. It's an essential tool for
getting better.
The next edition of my newsletter will be at
the beginning of January. I wish you all a
wonderful holiday season and many blessings
with your music!
Keep your passions strong,
Daylle
Revenge Productions
http://www.daylle.com
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