Why Artists Do Not Ask For Money!
Written by - Boomy Tokan - Sledge Media
The Music Business sometimes reminds me of parts of Nigeria where the gap between the rich and the poor is so wide you need a boat to travel across
it. Someone like Prince will get almost £1m to perform a few songs while Joe Bloggs and the Band are so desperate to play that they will even pay
to get on a free gig! My heart bleeds when I think about the number of hours and financial investment artists put in only to end up playing for
nothing for so many years. This is why I wanted to volunteer (no, this is not free!) some vital information that will help you rising starsto begin to sing a new tune!
There are several reasons why artists in particular do not like asking for
money. Here are some to chew over:
1. Value: They either do not value themselves enough or have placed no
real value on their skills/abilities/creativity, or do not know their
worth. What is Value: What are you worth? What do you think you deserve?
The question of value is so key to financial success in the music business
but many do not even think about it. I know of many good artists who have
helped promoters build their own business to the artist’s financial
detriment. (I am not having a go at promoters but trying to educate the
artists). The value an artist places on themselves will determine how
much effort they put into their career and how much they ask for in
relation to the supply of services such as PAs, session work, backing
vocals etc.
The interesting aspect of this whole issue of paying artists for
performances is interesting because there is a code 1003 that says “If you
do not ask for money you don’t get it!” Most venues can at least pay
toward the artists’ expenses but they do not because the artist does not
ask and the artists’ do not ask because they have not placed a value of
their craft!
2. Wrong industry perception: Some artists believe that you do PA’s for
free until you have a hit record. This is totally untrue. It is a wrong
industry perception. At this point let me clarify some things:
- If you are just starting out as an artist you must be prepared to do
some gigs for free. To hone your craft, to develop confidence, to learn
crowd interaction, to learn how to use the stage, to develop your stage
presence and so on. Once you have achieved some success doing this, (I
mean you have become good enough to add value to a promoter’s night) you
deserve to start getting paid.
Of cause having a relative hit whacks up your earning capacity, but you
still need to invite people to contribute towards your expenses! What I am
saying is Ask for money! Ask for money! Ask for money!
3. “If I ask I will lose the gig!” Guess what? That could be true! There
is always a price to pay for stepping out of your comfort zone. My
question to you is how long do you intend to continue financing other
peoples’ businesses to your own detriment? How long do you want to be in
debt for someone else? How long do you want to continue eating beans on
toast whilst those who are not as good as you are eating in fancy
restaurants and driving by in convertible BMWs, waving at you at the bus
top while you’re busy lugging your kit to the next free gig?
Here is some good advice until I see you next time:
1. You need to place a value on what you are worth per gig and start
asking. May be the first time you ask you might not get it because of the
way you put your request. But get some coaching skills if you need it and
keep on asking. You will get it.
2. You must be so good that it will be silly not to pay you. Work of your
craft; be amazing on stage!
3. Have a quest for improvement every time!
Next time we will talk about how to maximise your gig.
For Consultancy that will add money to you business email
boomy@sledgemedia.co.uk
For more articles visit www.sledgemedia.co.uk and to comment email
boomy@sledgemedia.co.uk
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The future of record labels will be.....
Major Record Labels are dead. Long live Major Record Labels! Many have decried the Internet for its negative effect on physical record sales citing file sharing, unofficial downloading and the technological ease of piracy etc as the death penalty of the music industry. However, there’s a bigger storm arising that is to change the face of the industry forever.
So, who will be the major players on the scene?
I predict that Major Supermarkets are likely to be the new Major Labels! Asda, Tesco etc have the floor and shelve space, and the Internet store capacity to rival any major label!’
The signs are all there if we just look a little deeper than the surface. Perhaps a better way to do this is to ask the following questions: What do Records Companies do? How do labels promote and sell music? What are the key leverage tools – experience: size: finance: contacts?
They look for Stars or hit makers, sign them to a contract, create product either by pulling together a create team or licensing or buying a completed product; develop promotional tools such as Music Videos, Websites etc; promote the product through various mediums i.e. Radio, TV, Clubs, Stores, Internet etc using Create sales opportunities; organise tours and merchandising; source secondary income streams such as licensing and synchronisation deals, etc.
How do they promote and sell music?
One of the primary tools record companies still use today is the Radio. Video, Street Teams and Internet promotions, (including the use of social network sites) also form part of their repertoire. They might also work with an independent plugger or promotions company to create a media tour for their artist.
In the main, major labels have amassed a great deal of experience and expertise over the years coupled with the image they have created which attracts people to them with a little effort necessary to go chasing after deals. The other advantage that majors have is their branches across the world in strategic cities which makes it easier for the simultaneous release of successful products.
Why do I think Asda and Tesco etc. will rival Major Record Labels?
In the same way that Cadbury's Trident campaign is plugging Beyonce’s tour, Live Nation can be linked with Madonna and Bacardi sponsors live acts, these companies are nationally recognised, have the infrastructure, marketing and promotional expertise and the MONEY to effectively compete with the Major Labels.
If we cast our minds back to the 80’s, they were the first businesses to ensure you could buy a CD album for £10. Whenever bulk buying takes place the economies of scale will kick in and the value could be passed on to the customers. Major supermarkets have this strategy down to a fine art. And the multinational supermarkets are masters of self-promotion and marketing! They are constantly in our faces!
Think about this - the chain of events for an artist on a record label
1. Get signed
2. Record Product
3. Market Product
4. Get Product sold.
(I am aware that many other events take place within this 4point model, but for simplicity sake let’s see it this way.)
The only two aspects the current multinational stores do not have experience of or are not yet involved in are signing artists and recording product... but watch this space!
This truth is that this can be circumvented through licensing products. The influx of so many products available on the internet today tells us that the most significant part of the chain today is the marketing and product selling.
Asda and Tesco et al have the floor and shelves space and the internet store capability to blitz the UK market and sell music products effectively. In a sense they are in an even stronger position than many record companies who do not have these outlets available but have to rely on these same stores to sell their music!
Since many businesses get involved in Horizontal and Vertical Integration sooner or later, it’s only a matter of time before these multinationals will be involved in the Vertical Integration of the Music Business.
What does this mean to Artist/Independent Record Companies?
It may mean rebranding; taking advantage of new opportunities. Majors always mine independent label marketing ideas such as Street Level promotions. Indies must do the same as far as multinational companies are concerned.
One might argue, how is Tesco going to sync up an international release since they do not have branches of the store across the world yet? Answer? Creative links with product suppliers; sponsoring events that are viewed abroad; the use of internet etc. In addition to this, we must remember that music is only a small percentage of their product range – they do not have to create new infrastructure or be saddled with debt labels have been carrying over the years, perhaps they do not even need to sell as many units to breakeven because they are working a different business model.
What does all this mean to the artist/independent label?
This is simply revealing the new opportunities that will arise within the music industry. There are other smaller organisations that the independent label can do deals with.
We can find those opportunities through stores like Spar, the Mercedes & Ford dealerships, Holland and Barretts stores, M&S. Can you imagine persuading Topshop to launch your album? What levels of sales do you think could be generated on the first day of release, considering that their major branches have resident DJs?
Maybe telling your friends “I have a deal with Tesco...” or Aldi or Asda may not feel as good as “I am signed to EMI!” initially. But a new heir apparent is about to get on the throne, one who can reward their subjects generously with national and possibly worldwide sales, in house, proven marketing & promotional techniques, and a built in brand name. And if they also throw in a year’s supply of washing powder, well...
Written by
Boomy Tokan
Sledge Media
boomy@sledgemedia.co.uk
+44 (0) 7932 394 620
For media enquires contact zoe(@)bugbittenpromotions.com
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A little banter with Maker + Meyer
Rob Meyer and Jon Maker, friends since their studies together in classical music, became involved in the London house & techno scene in 2008. Since then, the duo have brought the house down at such venues as Fabric, Egg, Ministry of Sound, The Lightbox, Public Life, The Den & Centro, Corsica Studios, and many more. M+M's orders are playful & bouncy techno, tech house & minimal. Each and every set from these boys has been a big step in their journey, speeding to where they are now, with headline bookings and ever-growing parties. We caught up with them for a little banter before they play at Sketch Records on May 21st...
Hi! Nice to see you. Tell us a little bit about what you've been up to in the studio recently.
Jon Maker: Well, of course there’s the remix I’ve just finished for you guys, which I’m sure we’ll be celebrating when we play at your party! We’ve been working on some original tracks individually, and we’ve completed a couple of remixes together.
Rob Meyer: Yeah, we’ve just done a cool remix for Lee Pennington’s latest EP, called “Purple Shampoo”.
It’s coming out on Mighty Rumble some time… next month, is it?
Jon Maker: I think so… er... can’t remember exactly when!
Rob Meyer: And what about F-House…
Jon Maker: Yeah, we’re also working on some big pumping techno remixes, which the guys at F*** House Music have booked us to do. These won’t be coming out for a couple of months, we think, and…
Rob Meyer: …we can’t say much more right now, keeping it under wraps!
All sounds really cool. So apart from Sketch @ The Russian, where can we catch you guys playing this summer?
Rob Meyer: We have our monthly slot at Café 1001 – the last Sunday of each month. That should really start picking up as we get into summer. The next one is on May 30th – bank holiday weekend… It’s gonna be great!
Jon Maker: Yeah, the 1001 crowd are brilliant! Also. our friends who run ‘Supercool’ at Public Life have invited us back. We should be playing for them next month. And we’ve got something in Cambridge.
Rob Meyer: Yes – we’re headlining at the Cambridge Uni’s Christ College Ball.
Jon Maker: These parties are renowned for being totally crazy! We’ve got a lot of friends asking to come with us for this one – it’s got quite a reputation!!
Rob Meyer: Looking to the future, we’ve been approached about playing our first gig abroad, in Germany. That should be happening around August or September.
For the people out there that might not know, can you give us a brief description of your style/sound ?
Rob Meyer: Techno, tech house, minimal… mostly…
Jon Maker: Yeah, we like to play quite dancey sets, you know, quite high energy…
Rob Meyer: Sorta playful stuff: Bouncy & driving.
Jon Maker: But when we get the opportunity, and we have a really up-for-it crowd, we love dropping bombs, you know – some outrageous techno beasts!!
Cool. So what do you think of the state of the scene at the moment, and the direction
it's taking ?
Jon Maker: Deep house seems to have taken hold of much of the scene at the moment. I personally feel like there aren’t enough proper techno parties running in London right now. It seems that, for widely known reasons, clubbing crowds don’t quite have the energy they used to, and this has informed the kind of music that is now so popular. But with the obvious stylistic connection deep house has with techno, I think that we’re heading towards a new approach to making techno - one that’s open to influences from the sound of deep house, rather than vice versa. But I generally would like to hear more electronic sounding music being played!
Rob Meyer: I'd agree with Jon there. Not enough proper techno parties in London for me. It's all too laid back, you know... If you go to somewhere like, say, Panorama bar out in Berlin, the music seems to get more and more energetic towards the end of the party and even into the following evening, whereas over here in London it seems as though the music that’s played is made to fit into a scene for people to 'look cool' with.
Favourite club you've played, and club you'd most like to play?
Jon Maker: That’s a hard one… I think my favourite so far is Fabric’s room 3. The crowd loved it when we played there. It’s a great room, that’s comfortable for everyone, and the system sounds great outside and inside the booth! Would you say the same?
Rob Meyer: Definitely! Fabric room 3 has a certain intimacy that creates some special energy at times and it really felt like we were playing 'with' the crowd at this one rather than simply playing 'to' the crowd. As for club we most want to play at… it’s not far… um…
Jon Maker: Fabric room 1!!
Rob Meyer: Hahaha, yes!
Jon Maker: That’s if we’re talking UK, anyway…
Favourite tune of all time?
Rob Meyer: Plastikman - Spastik. Hands down. For me the track is timeless and pioneering for its time.
Jon Maker: An even harder question! I think I have to go for Artificial Paradises by Henry Saiz. I won’t blabber on about it, but it demonstrates so many of the particular aspects of dance music that I fell in love with from the very beginning!
Tell us something about yourselves that we probably wouldn't know.
Jon Maker: I apparently own some land on the moon. I intend to pop over there and take a look at it at some point.
Rob Meyer: I'm allergic to nuts. Insert funny joke here... ha!
JOIN MAKER & MAYER ON FACEBOOK HERE:
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A Interview With Infected Mushroom
Good day to you guys, how is life treating the Mushroom? All good I hope?
Fantastic! Thanks for asking ;) And a good day to you!
Firstly, tell us what you've all been up to since your last appearance at Halcyon in November? Has 2010 been good to you so far, and what have been the highs and lows?
Well, since the last time we were at Halcyon we’ve traversed the planet playing parties big and small for party-lovers of all shapes and sizes...It’s been a great year. Our latest album, Legend of the Black Shawarma, has done really well which got us recognition with Billboard and the opportunity to collaborate with artists we really respect like Matisyahu, Jonathan Davis, and Perry Farrell. The ‘lows’ are simply the time we have to spend away from our families L This is why we end up flying in and out of LA every weekend... It’s been a great year overall.
Matter is the newest superclub on the block in Britain, and is fast becoming the venue of choice for some of the biggest names in Dance music. What was your first experience there like, and what are you looking forward to most about this second visit? Also, why do you think it lends itself so well to psychedelic music?
Last time was an incredible experience – the place was rammed and the crowed was electrifying... It’s definitely no surprise the venue has become an artist favourite...we are excited to make it back. And anything can lend itself to being psychedelic if the production is spot on –with this place, they spare no expense to make sure club-goers have the time of their lives.
How did you find playing to Halcyon, did the response meet your expectations, or exceed it?
Well, we always expect the party to be insane ;) but yes, as I mentioned in the last answer, it was incredible...
Are there any DJ's or live acts that you admire, or just downright get you grooving? Who would these be and what is it about their music or performances you like so much.
Unfortunately we don’t have a lot of time to listen to other acts, and when we are home we are focusing in the studio – our influence is drawn more from the rock world – Primus, Metallica, Depeche Mode... these are groups that get us grooving...
Most successful performers can quote one moment that turned their career into what it is today. What was this for you and when did it happen?
Well that’s a tough question... A few experiences come to mind – breakthrough performances at massive U.S. festivals such as Coachella & Baltimore Virgin Music Festival. A performance we had on the beach in Rio de Janeiro for 100,000 people with the Black Eyed Peas also felt like a turning point. And – I’d say The Doors remix opportunities we had were huge too. Like I said, it’s a tough question – we’ve had many amazing experiences that we are so thankful for, and all helped us to get to where we are.
You never seem to stop traveling, how are your air miles looking right now? Which country you particularly love visiting?
Yes, travelling is the name of our game...We love going to London, of course, Brazil is nice for us, going back home to Israel is fun too – AND Asian countries are great too!! Korea, China, Singapore, Japan....really we love going to every country for its own reason!
When do you find time to lock yourselves in the studio and do what you do best? Is there a particular time of year or even day that you feel you are most creative?
As I mentioned, we fly back home to LA during the week – so during the week days we can spend with our families, and then once the sun goes down and the kids are in bed, we hit the studio that we built in Erez’s back yard ;) We only work together...never separately.
Where do you see yourselves in 10 years, and how do you see the Infected Mushroom sound changing in that time?
In 10 years, hopefully still touring and making music – but who knows!? I can only hope that life is still as good to us has it has been over the last 10 years. I don’t think I can say we expected to be doing what we are doing now 10 years ago, so that is a BIG ‘who knows!?’. ;)
So a promoter rings your agent and says 'we would like you to play a DJ set'; firstly, is this common, and secondly, is it nice to have a break from the norm? What would you say are the positives and negatives of DJing over playing live?
It happens, sure... but for us, the reason we moved away from doing DJ sets was that we were ready to try something new! We do miss it though... and lately, when we have been doing it, we have been enjoying it – because it is a different vibe – so I think in the future you are going to start seeing us playing some DJ sets again ;)
You're headlining Halcyon again on the 21st May, and once again the guys at Halcyon Island (yes, they own an island and that's where they work, honest!) have come up trumps with a line-up that fuses stars like yourselves with lesser known, raw talent for the future. Anybody on that line-up you've heard good things about and want to catch?
Don’t know the line-up yet, who should we look out for?
What's happening with you musically at the moment? Any new material we should keep our ears peeled for at the Halcyon that you're particularly excited about playing?
Yes – always making new tunes and incorporating them into the set – we are excited for the party, and can’t wait to rock out with you! See you soon :)