Music Business Tips of the Day
by Ken Burke
One Sheet
A "One-Sheet" accompanies the release of albums or singles sent to distributors, retailers, media, radio, agents and promoters. It explains everything about the artist and release on one sheet of paper. Your one sheet will be read more than your music will be listened to, so make it good. It can be sent as an attachment. A good one sheet will include artist, title, format(s), release date, catalog number, bar code, genre, reproduction of album cover art, release information, brief artist bio, track list, selling points, artist discography, RIYL(recommended if you like…comparison to similar bands), contact info, label, distributor(s), publicist and radio promoter.
Networking tools
This may seem like an obvious tip but I consistently see students get caught without networking tools. Make sure to have a well designed business card and keep some with you at all times. The back should be white so you can easily write information on it. Get a small metal carrying case so your business cards appear fresh and crisp. You never know when a networking opportunity will present itself or can be created.
Band Management
You need a band manager when you have a reasonable income and career to manage or need help shopping for a deal. A booking agent that keeps you working may be the best first step. Managers assist with merch, distribution, radio, publicity, grants, finances, touring and production. A trusted friend interested in the business may take on duties and grow with the band or relinquish the reins to a more experienced and connected manager later. Companies generally prefer to speak with managers. It will give you a more professional appearance. Managers typically earn 10-15% of an artist’s income.
CD duplication requirements
Two important things artists overlook when making a cd cover are the MAPL symbol and a UPC code. MAPL split 4 categories into a pie chart. They are M-Music A-Artist P-Production L-Lyrics. A minimum of 2 pieces of the pie must be Canadian to qualify for Canadian Content. Canadian broadcasters must meet minimum requirements of Canadian content in their programming. A UPC code is required for scanning your CD at retail outlets. Most cd manufacturers will throw this in for free or a small fee when asked. This will save you about $5000 if you were to apply for your own from the Uniform Codes Council.
Booking a college tour
Trying to book a college tour? Consider joining the National Association for Campus Activities, a not-for-profit organization for previewing and booking talent for college and university campuses across North America. More than 450 schools attend the NACA National Convention each February, six regional conferences in the fall and two in the spring to network with close to 240 artists and agencies. Artists can perform showcases at these conferences and participate in the NACA online Block Booking system. www.naca.org/
College Radio Promotion
The best time to solicit college radio is in the early fall or New Year when school is beginning. Summer and Christmas are the worst times. Make sure you have product available online or in store. If you can’t play certain colleges and do an in house interview, consider sending them a pre-recorded one. Bands record interviews on cd with answers only and have the local DJ “interview” them. Ensure to send some promotional giveaways such as a t-shirt, stickers or extra cds. Send a bounce back card in an S.A.S.E. to track playlist additions. The Music Director or Program Director fill out a couple of blanks about rotation if they have added to you to their playlist and drop it in the mail.
Social networking etiquette.
I recommend having two Social Networking accounts. One for your small group of close personal friends and family where you can post personal thoughts and photos and another account that is wide open to the mass public, where you are not afraid to have employers, your fans or the general public read. This can be used to get your message and media out.
Trademark registration
If you are serious about your band, register the trademark of the band name. If similar to another band, legally there can be a “likelihood of confusion” and you could be forced to change your name. A search can be done in Canada and the United States at http://www.tradename.com/. This third party can also register your name for a fee. Register your name online with the US Patent and Trademark Office or the Canadian Intellectual Property Office. You still need to register a trademark if you are using your real name. If your name is Norah Jones there is more than a “likelihood of confusion”. If you are going global, speak to a trademark lawyer about international copyright. The Charlatans from the U.K. were forced to re-name their band to the Charlatans UK after a dispute in the United States.
Email list
Start an email mailing list. Every band should have a list that is consistently updated. Keep this on a database and create an email group for announcing news, gigs, and new releases. Have a friendly, charismatic person work the room at gigs and collect names and information. Include a signup link on your website and social networking pages. It is a good idea to offer incentive to join such as free music downloads or early ticket sales. Try not to over do it with email newsletters, once a month is standard unless you have a really big announcement.
Publishing
When you write a song, you own 100% of the publishing. You can publish your own songs and keep all royalties although you will likely want to share this 50/50 with a professional. A publisher will work hard to license your songs for use in any media such as TV, video games, film, singles, albums, sheet music and ringtones. They take care of the paperwork, collect monies on your behalf and earn nothing until they sell your song. Your songs may be re-recorded by another artist or produced in different versions. If you have co written a song, the writers share will be divided and the publisher will still retain his 50% share.
Performance royalties
How are artists paid when a song is played on the radio or performed in public?
This is called a performance royalty and it is handled by a performing rights organization such as SOCAN (Society of Composers, Authors and Music Publishers of Canada) in Canada or BMI (Broadcast Music Inc) in the United States. SOCAN monitors radio play, TV cue sheets and live venues then collects royalties and gives them to the artists. If your song is played in Germany for example, SOCAN has reciprocal agreements with other countries and passes on royalties to you. Membership can be done online easily and is free. http://www.socan.ca
Touring in the United States
The United States Government allows an unlimited number of Canadian musicians to perform in the U.S. provided they have a P2 visa and a signed contract or offer to perform. The American Federation of Musicians can help union members in good standing obtain P2 Visas from the Immigration and Naturalization Service. P2s cost $125 per band. Applications must be made at least 35 days in advance. P2 Visas are good until the last performance date up to a maximum of one year. Sound and light technicians must apply separately. www.afm.org
Press Kits & EPKs
Press kits or electronic press kits can be sent to music reviewers, radio stations, concert promoters, booking agents or A&R people for many purposes.
Press kits include:
-Cover letter stating what you are seeking and some hype material
-Contact information (on every piece of material)
-Artist Biography
-Fact Sheet – contains band members and their instruments, management company, label, album info and discography, studio and producer, artist’s hometown
-Promotional Photo
-Reprints of Press "Clippings"
You could also include tour dates, airplay reports and news.
EPKs include a DVD, CDROM or silkscreened USB stick for sound and video and are also hosted online. Booking agents want to see the band live, so performance footage should be included. Online booking sites like http://www.sonicbids.com/ allow promoters to find bands and bands to find gigs. 71,000 gigs were booked through Sonic Bids last year.
Tips for writing a good marketing plan
A good marketing plan is partially for your own planning but also required for investors or grants. If you are signed to a label make sure to ask to see your marketing plan. Marketing plans include an executive summary (written last but placed first), introduction/request/objective, an industry overview, artists’ strengths, target audience, press kit, brand materials, CD release party, touring itinerary, media strategy, web presence, distribution strategy and a list of challenges.
For an excellent article on writing music marketing plans visit saskmusic.org .
Canada Council
An excellent source of funding for Canadian musicians is from the Canada Council for the Arts created by the federal government in 1957 to “foster and promote the study and enjoyment of, and the production of works in, the arts.” The Canada Council approves an average of 1 out of every 6 applications they receive and grants range from $500 to $20,000. Grants are available for musician’s development, travel, touring, sound recording, international performance assistance, festival travel, career assistance and First Peoples music. http://www.canadacouncil.ca/grants/
Elements of a marketing plan
Executive summary - this is written last and placed at the beginning of the document for a quick explanation of the document. It should introduce the project and explain the goals.
Introduction – a short bio of the project and what you are requesting from the reader.
Overview of industry – this is mostly for financiers who don’t understand the music business. Quote stats and figures related to your genre.
Strengths – a listing of the artists’ strengths and accomplishments.
Target audience – describe your audience. Breakdown demographics, lifestyle preferences and consumption traits of your fans.
Press Kit – a copy of your EPK. Where and how will this be used?
Logo and branding materials - list your logos, fonts and any graphic materials.
Cd release parties – where will the cd parties take place and what will be done to promote them.
Touring itinerary – you must list specific venues related to your genre that you have confirmed or contacted. List booking agents used and past tour itineraries.
Media strategy - a listing of air-play, radio trackers, target media, radio stations, televison, print, internet, interviews, promotional giveaways, and appearances. Include letters of support from media partners.
Web presence – describe your web presence and e commerce details.
Distribution strategy – list who potential distributors are. Include letters of intent or interest related correspondence to back up your claims.
Challenges – list challenges and competition you will face in executing your marketing plan.
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