This is the first of a multi-part blog spanning a subject I've been asked about frequently in the past month.
It's been a while. But, that's simply due to 2010 having more twists than a montage of every last 5 minutes of an episode of Lost. The time I've been speaking of for the industry is here and all the independent artists are now fully in control. So, not only are the ones who couldn't adapt weeded out, but the ones who can now have succeeded their superiors. The labels are down lower than ever. But, we all now have responsibilities as the "new" types of labels have already emerged: Corporations.
The phrase "I hope I get signed" makes the backstabbers sneer and the honest folk in the industry shake their heads. To be "signed" by a label can pay for the release of your album & marketing, yes. But, you now have lost control of your publishing, creative independence/integrity and are also in-debt. Without publishing, you'll have to wait for your label to cut you a check of the money you've made and hope they are fair to you. And with you being in-debt to the services they've provided, there's good reason to question the outcome of that. And now that you're in their debt, say good bye to creative integrity. You'll have to perform what they want, when they want, how they want it, where they need it and only a certain way. Congratulations! You've been "signed"!
But, as I always try to explain, this in no way means there is no hope. Independent dollar is alive and it is flourishing. Now, for those who are still working on the investment blog I provided months ago, but can't find a place to bring that very professional business proposal you've built from the ground up: Ad Agencies are your next venture into the world of music.
You see, the beauty of this industry is that music is connected to EVERYTHING. Movies, Television, Video Games, Sports, Events, Nightlife, Traveling, Elevators, Shopping Malls, Coffee Shops. You name it. The exposure into any of these other genres can entirely build a career for a single band/artist. "Death Cab For Cutie" was very low-level indie until the cast of "The OC" demanded the producers to play their music on the show. The band "Cage The Elephant" has been struggling for exposure for years, but recently had their music picked up by a video game company, "Gearbox", to be a theme song to their multi-million dollar hit "Borderlands". Now, they are experiencing more overnight success than they could ever ask for. And there's the band "The Heavy", who have been primed for success ever since they built the original concept of having a lead with a spirit like James Brown and a band that could evoke both Rock and Soul. Now, their originality has been recognized thanks to their short Kia Sorento commercial.
The solution into pursuing this is more simple than most people may think: Ad Agencies. Now, I will be perfectly honest, this isn't the solution to everyone. Some music just isn't marketable from a commercial point of view. But, you'd also be shocked as to what music gets picked up. Hell, look at the entire soundtrack listing to Entourage since Episode 1. But, to pursue agencies at this stage would be wise for any artist. Not only would it help you gain exposure, but it would make you part of a multi-million dollar campaign/project. The money you use to that could be pocketed or (preferably) to enhance your career to the next steps.
Now, to pursue ad agencies, I actually suggest either saving money and pursuing hiring one designed towards music, such as the Gary Group. But, when funds are bad, you can take the venture of putting yourself out there to such agencies in an extremely professional manner, to companies like Saatchi & Saatchi, AMV BBDO or one of my favorites, WCRS. When doing this, be sure to show them everything you've learned from my "Building an EPK" blog below:
A) That you have an active and growing fan base.
B) You have commercial to appeal to a massive group of people.
C) What demographics do you get the greatest response from.
Agencies are often searching for new, indie talent that has the ability to speak to their culture while bringing attention to new products.
This was the first of a series I will be continuing. Next edition will help give instructions on how to approach the agencies mentioned and how to stay a step ahead of the competition in the process. Until then, do your research, prepare those EPKs and hopefully you'll be prepared before the next part of class.
