Plan your budget for more than just recording and a video…

We are in a “singles” market.  Each artist should be looking to create the one HIT that will open up a fan base and create enough motion and commotion that labels, sponsors, investors and professionals will want to look and listen to what you are doing.

After speaking with a few professionals in this business, I am finding that new artist as well as existing artists really do not know who, what, where, when , why and how to spend what money they do have, properly.  There is no “right” path to follow. There is no “secret” formula to this business. But there are certain things that must be considered and followed through with in order to gain the attention of an audience and the powers that be.

Most of you will spend the money to record, mix and master a record. Then you will go on and pay for a video, models, drinks, locations and have a party when it is all done. But where did that really get you? Your boys know about it? Your girls know about it? How does that make you money or get you the right exposure…? It doesn’t. It only lets you throw a party with your hard earned money that only your circle knows about. If you want to spend $500 to $10,000 to do that, then go right ahead. But I will tell you now – you are throwing away your money.

When building your “plan” (I speak on that all of the time) you should be creating a budget as well.  Your budget should have the following included: Recording, mixing, mastering, copyright fees, digital aggregation fees, graphics, video, advertising, social media, website, travel, conferences, ect.  The list is long. But what I am getting at is that you budget MUST cover all of that; plus more.

Today’s market is harder than before. We are working with dimes and nickels verses whole dollars… then again this business was built on pennies, nickels and dimes… But anyways, you should plan on spending 1/3 of your budget on recording (production, recording, mixing, mastering ect) , 1/3 on materials for marketing and promotions (video, pop, graphics) and 1/3 for a marketing and promotions budget.  I think 1/3 is a little low for marketing but to keep the numbers even we will use that.

Most major labels with majors artists spend about300k- 500k on production, recording, mixing mastering, ect (for a full album), 200k-500k on materials and 500k+ on marketing and promotions. That means close to 1million or more is spent on an album.  But the formulas are still the same.

Your budgets may not be as large as a major, but every dollar counts and you MUST spend money in this business to support your record. Decide if your budget will be based on local, regional, multi regional or national. Money must be spent. There is no getting around it.

Educate yourself on this business or hire a consultant to do it for you. Many times what you spend on a consultant will be as much or maybe less than what you will spend on mistakes you make.  Either way, it’s your business, so handle it appropriately.

The Set-up…Are you really focused on it? Or just excited to hear yourself?

With today’s technology, artists feel that once they have recorded a record, and are completely excited about it, all they need to do is soundcloud it, post it to their social media sites and they are off and running.  That is just WRONG!  I have experienced good records, which could have been worked on a bit longer and made great.  They were lost because of an artist who was TOO anxious,and they destroyed a song’s chance before it had even had an impact,not allowing the record to marinate and build the right plan.

There is an opportunity to expose a record to the maximum potential  IF and only IF, a plan can be put into place.  The plan must include all aspects of marketing and promotions, no matter what your budget.  It does not matter if you live in a city of 15k or 1.5 million, the setup is virtually the same,but the money and EXPENSE of the plan are different.

If you do not incorporate streets AND viral, then you are blowing money and your vendors are the only ones that will win.  I was on a call with the Nerve DJs a few nights ago and Yelawolf said it best, “ Streets sill reign, viral is nothing without them…”  This is so very true.  We are in the age of digital and mobile formats in order to have access to music, but what makes a potential fan and consumer look up your brand?  It is what they hear and see on the streets.

I am not giving you a formula or a plan.  That is what you must come up with based on your market.  I am only providing suggestions of what should be put in your plan to set up your record and brand.  The objective is to get your music to the ears of as many consumers (= $$$) as possible.

Step One:  Is your record viable?  I am not saying it must sound like what is on radio right now, what I am saying IS, does the “sound” (recording, mixing, and mastering) quality equal to what is on radio?  Does the record match the artist and speak for the artist when he/she is not around? Does it leave an impression?  Does the hook get stuck in your head?  Are the lyrics “real” for the artist?

Step Two: Marketing tools…What do you want to use to get the word out? Posters? Flyers? Stickers? Download cards? CD’s?  Social Media? Website? Videos?  or a Mobile App?  What will get your brand and sound out to the consumers the quickest and with the most impact?

The Logo and Image are what will make the first impression.  Have you taken the time to truly consider your name and image? Does your logo fit you? Can you live with it for the next ten years?  Please make sure you take as much time on defining your image and logo as you do on creating your music.  It is what sells you when you are not there.

Always ensure the images you are using on your street marketing materials have the same images that are used in your viral campaign and advertising. People must come to know your brand.  Use the same images and logo in all street and viral material. Yes you will get tired of it. Just like you will get tired of doing the same song over and over once you create a hit, but it is all relevant.

Social media is a blessing and a curse.  Having access to building a direct fan base is a wonderful thing.  We did not have it in this business ten years ago and we still broke records and quality rose to the top.  With the access artist have to people via social media, there are opportunities to connect directly with fans and with music professionals.  As you build your social media awareness, make sure your marketing efforts in the streets coincide.  It all must work together.

Step Three: The DJ… This is your first “gate keeper” to the consumers.  No they are not the azzholes you consider them to be. Remember,they have a job to do at a club or a party. They MUST keep the floor full and the bar ringing.  First consider who the DJ is playing for.  Does your music work in the type of sets they do? Does your music work in the type of club they are dj’ing at?  Have you approached the DJ with respect as a fellow business man or woman?  How is your product being presented?  Find out how the DJ wants to have the music delivered.  CD, mp3, thumb drive.  Take the time to research who you are dealing with and understand they are in the business of making money just like you are.

To be Continued…

Are you building a solid plan for your brand?

There are many different formats in order to get your brand out in the marketplace. The end result should be to drive consumers to purchase your product (downloads, concert tickets, merchandise, ect).  Each of the artists/brands/labels are competing for a market share. The problem is not the amount of space or money, but the plan and techniques used to execute the marketing.  The music business today must use a combination of old school street marketing along with social media, website/blogss and advertising.  It take a plan in order to make it all a happen in a timely manner.

The market place today, in regards to rap and hip hop has become a show and sell, not show and tell.  No longer can you hype your numbers, use those overnight spins or feel radio is all you need.  If your efforts are not converting to sales, then labels have no reason to partner with you. Yes I said partner with you. Why should you put all of your effort in to build a brand and turn it over for a small percentage of the pie.  That is what a 360 does to you.  Thus there is only one way to make this all happen, build your brand by using a plan that incorporates all methods of marketing.

Streets:   Still very relevant!!!  When building a plan, you need to make sure that there is a visibility in the streets.  This must be more than just convo , words and sound.  You must us physical means to put your brand in front of potential fans. Make sure the visibility incorporates all forms of your internet presence.  NEVER put a piece of collateral (flyers, posters, stickers) out without your Twitter, facebook, soncibids, reverbnation, website, and email clearly visible on the material.

Social Media: S.M. is only a small part of the whole picture.  You have taken the time to make sure your physical presences in the streets includes all your social media URLs .  When building your presence on your S.M. sites, use the same images throughout that you have used to promote in the streets. An easy way to do this would be to make sure you do a photo shoot on a regular basis.  Use 3-4 pictures per quarter so you appear to have various visual images that are rotated on a regular basis.  Also everything MUST have your logo on it. If your background is your logo on Twitter, make sure it is on youtube, myspace, sonicbids, ect.  Keep repetitive and consistent.

Websites/Blogs: With domains being as low as $6.99 per year and sites being inexpensive to build and maintain, there is no reason you should not have one.  This is a place that fans/consumers should be able to find out the latest about you.  All your key info; label, management, booking, and comments should be visible and available easily. Promote your page on your social media sites, physical product, shows, T-shirts, Towels, ect. Your social media also should be visible on your site/blog.   Keep it as simple as possible for people to find you.

Advertise:  You cannot get around spending money.  You must spend money. There is no getting around it.  Research the best avenues that will penetrate you market and works within you budget.  Magazines, facebook ads, google ads, tv commercials are all relevant in building your brand and presence.

This is only four points of what should be included in your marketing plan.  Your plan is in your head, you must get it on paper.  Also know that your plan will adjust based on how the people react, how your money flowing, sales, shows, ect.  There is nothing overnight. This is a grind.

Eye on the goal, focus on the task at hand.

Team… What you should expect.

I had the pleasure of listening to a great panel last week in Jackson MS for Music Day, Wendy Day, Amir Boyd and Tracey Smith.  Some of the greatest minds in the business!!! The topic was “Who do you need on your team”.  Over the last few years there has been such a shift in the business that many of you are doing much of the day to day work on your own.  But as your grow, it will take others to support you in your efforts to progress forward and make money in this business.

Taking on the responsibility of being an artist, manager, business manager, label manager, publicity, distribution, viral, marketing and promotions is not an easy task. You need to start finding people who have the skills to do those things and are willing to build with you. Do not think that when you start, the bigger names in the business will come on board with you just because.  You need to find people who are willing to put the work in and learn as you go and build as you build. Most artists think the first thing is to find a manager. But that is not so. You have nothing to manage when you first start out. You need to build awareness of who you are and what you are doing. You need to learn what the business is about and what exactly you want from it.  A manager is who advises your career, not bank rolls it and drives it. How can you be a boss (which you are) to someone who must take your vision, build it, and advise you on it when you do not even know what you want or what to do?  Taking the time to do things on your own will allow you trial and error and build experience for you and your career.  Self management is not a bad thing. You will build relationships that will be important down the line in your career.  Some of those relationships will build over the years and when you or that person is in a position that can help you or them, it is you and not your manager that can facilitate it. I do recommend having an assistant to help you with your tasks and follow up in a professional manor.  Always keep this a business relationship as you never know what can happen down the line and your assistant usually has access to much of your business in the beginning.

Today’s artists have so much information available to them. Information is at your fingertips on all aspects of the music business. As you build your awareness and need to move into other markets and areas, you will at that point need to hire people who have the “RELATIONSHIPS” to put you in position. They are the ones that will take your music and brand awareness and put in the forefront.  Marketing, Publicity, Viral (social media), Promotions will be areas of the business that you will need people once you move beyond your own market. Dealing with professionals is key.  They should be able to provide you a plan based on your vision of what you want for your record or brand.  Not all artists are the same.  Music Business Professionals will always utilize their network, but a plan in never the exact same. Understand you are still an independent and will need to know that no one person can take you to the top. It will be a team that must be created to fulfill many of the aspects listed above.

Finally when you are stretched to the point you can’t take anymore on and you find the money to be rolling in, that is when you need a manager.  At this point your brother, sister, friend or cousin who have worked to build you to this point need to understand that in order to move forward, another team member need to be added.  When considering a manager, look at who and what they have recently done, not what they have done in the past 5 years. This business is a totally different animal than 12 months ago.  You need someone who is on top of the business as well as various opportunities and revenue streams to move you and your brand forward.  Sometimes your manager will double as your label manager as well. In doing so, understand they deserve to be partners and not just profit sharing. Many times a manager will take on many hats only because they have the ability and the network to do so. Respect them enough to make them a partner and not just a team member.

The day of walking into a label and getting a deal are done and over for the Hip Hop/Rap community.  Labels are looking for business partners they can build a brand with and sell more than just music with.  The more you build your brand and value of the brand, the more you will be able to negotiate a stronger deal.  Your team also gives strong administrative support to a deal. Having a team that is on point and making money with you can be the difference between a good deal and a bad deal with a major.  But until then, digital aggregators and selling product at your shows allows you to make money on you music and build a fan base.  All of it counts when paying the bills and looking for a deal.

More great panels and information at Midwest Leaks – Music Mondays in Indianapolis and Music Day in Jackson, MS (Sept 17^th -18^th).