"Welcome to the Music Business..."
The Weekend: Day Three (9/11/13)
The symposium’s second day began with Martin Atkins
talking about how important it is to develop a social media mindset. He invited
his audience to choose select vehicles from a lengthy list (including many I
had never heard of, like tiny URL, Klout, Nimbit, Topsin, etc.) and encouraged
them to develop a system of posting once a day vs. seven times on one day per
week. He also noted that Tumbler.com is now the most popular platform for the
under-26 demographic.
Main Takeaways:
1.
Think of online posts as t-shirt
designs,
2.
Tweet is the new fax,
3.
“Shoot the dolphin,” meaning that
your message should jump back and forth between digital and real worlds.
Gary Kuzminsky (right, aka Sir
Real) is one half of JaGoFF, an artist, activist, musician & media
collaborator. Like Atkins, his maniacal approach to public speaking was used
effectively to drive home points related to the film industry’s ties to music.
Unfortunately, his delivery was so powerful that it kept me from taking
extensive notes. I did get to speak with him later, but that conversation
mainly centered on “Dust Radio.” BTW, he knew little about the artist and
nothing about the project.
The morning’s panel discussion featured
information on networking, photography, promotion (by Umphrey’s
McGee drummer Kris Myers), filmmaking, performers’
venue rights (or lack, thereof), and the radio industry.
Takeaway: Photographer Mary Sweeney talked
about a Madison, WI group called Sexy Ester. It made me stop and wonder how
many bands there are. As I sat down to write this, I searched for the answer online.
This was my favorite, from a Yahoo Answers user named “SleepWalker” four years
ago:
“There are
about 7,000,000 bands on Myspace (a recent survey was conducted).
So there might be around 8,000,000,
out of which 7,999,000 suck.”
One band that doesn’t suck is the
aforementioned Umphrey’s McGee. They give away more music than most anyone else
records and sells—supporting the idea that “free is the new black.” Just search
their podcasts on iTunes for hours of free live music that is worth hearing.
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Kris Myers (far right) and bandmates can be vewed (among hundreds of other places) here. |
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After lunch, a session called “Zero Dollar
Marketing” was delivered by the organizer. I have seen this idea in practice at
every show I have attended since. The use of signed material, promo copies,
and, of course, t-shirts sell and are raffled off regularly. More on this to
come.
The next event included a t-shirt screening
workshop, so I decided that it may be better to spend the next hour or so at
the Navy Pier. With camera in tow, I set off to see and document the Chicago
Harbor lighthouse. To my disappointment, the end of the pier was off limits. A
concert was happening, and the crowds made any good views of the structure
impossible. With nothing more than the workout of walking out and back on the
long pier to show, I returned to SAE for the day’s final lecture.
“How to Make Your Show an Event” was a
highlight of the conference, both in content and delivery. Atkins’ patter had
not become boring, and the practical information was worth the band attendees
internalizing (though I had my doubts as to how much was absorbed, as only one
other person was taking notes). The main theme was that the show is not the
first thing, but the LAST thing.
Top Ten Takeaways:
1.
Sell more than one style of
t-shirt,
2.
Your band’s name does NOT have to
be on the t-shirt,
3.
Put a tip jar on the table and
keep it full,
4.
Sell re-mixes, live CD’s; don’t sweat quality, make them limited editions,
5.
Make EP’s and singles more that
full-length CD’s,
6.
Add a cause to the event,
7.
Assign a theme, based on
coinciding calendar events (even obscure ones),
8.
Piggyback onto a nearby major
concert event,
9.
Incentivize early ticket buying
10. Play five venues within 40-80 miles of an actual target city,
depending on the area (a larger area in the Midwest, for example),
And my favorite quote. It related to a great
story about a band who promoted a show as their last before embarking on a
fictional European tour, only to be caught by some fans when they went out to
buy beer: “It’s not lying, it’s show business!” So true.
As we broke out, I headed out to the
post-conference party. I was looking forward to seeing Moldover perform, having heard so much about his unique approaches to
music, production, packaging and promotion. I was quite impressed, enough to
get sucked into buying a personally hand-made package of his CD. I was pleasantly surprised about how lucid and friendly he was
to talk with, and I asked him to consider bringing his distinctive brand of
performing to Pittsburgh. Here’s hoping this San Francisco product fares better
than the hundreds of thousands of others.
The
long day ended with a fantastic dinner just down the street, at a nice
neighborhood pub called the Green Door Tavern. I headed
back to the hotel for a good night’s sleep before heading back home the next
morning.
Postscript: At the time of this posting, Moldover’s
Kickstarter campaign for the production of his second release continued steay
movement toward its $290,000 goal. As mentioned before, this second offering is
even more creative than the above-first release.
Check out the video here!
Next Week: "Loud Lovin' in Rochester"