THE RECORD LABEL OF BERKLEE IN VALENCIA is becoming a reality!

 

The Record Label of Berklee College of Music Campus Valencia is finally becoming a reality. The students involved in this venture are just waiting for the approval from the Dean and the school’s Board of Directors to have the Berklee name on the label. This is, indeed, very exciting for our community.

I am grateful for the opportunity of being at Berklee while this happens. Since I arrived here I have been witness to the amazing talent of the Berklee students. After a tough pre-selection process, the final ten singers and songwriters were interviewed last Friday. It was really hard to get a favorite one and to choose the students that will record the first records for the new brand label. I cannot reveal the names of the projects yet, but I can say that they are so talented that I’m sure many people will enjoy their music in the future.

Here you can here some of the talented and great music of the Berklee Valencia students:

https://soundcloud.com/groups/music-business-practicum

 

As part of the marketing team we are truly thrilled of working in the creation of the logo and all the social media strategy. By the end of this week we are presenting the different options we chose as and ideas for the logo, colors, typography and everything related to the institutional image of our label. We also will announce that the record label is already set in the most important social networks. We are developing accounts in gmail, youtube, facebook, twitter, instagram, soundcloud among others.

 

What is next?

 

The students of the record label practicum were divided in two teams. Each team have A&R, Legal and Marketing groups that will develop the different strategies for each of the music projects. We have some proposals about how to release the music, one of which is to produce an EP for each artist and then a compilation of all of the projects.  Wouldn’t it be a cool idea to have the compilation released in vinyl?  Let´s see how things flow. What is true, is that this venture will open great opportunities both for those people doing music and for those of us learning about how to get their music out there!

 

THINKBAND 10: Bye bye Warner Music PT2 (Welcome Spotify).

As-Metallica-Arrives-on-Spotify-Napster-s-Sean-Parker-Makes-Peace-with-Lars-Ulrich

If last week’s announcement about the split between Metallica and Warner Music wasn’t surprising enough then you are ready to see Napster’s founder and current Spotify partner Sean Parker having a friendly press event along with his new partner Lars Ulrich from Metallica. Yes, Parker and Lars together… pure surrealism

If you are reading this blog I’m sure you know what I’m talking about. Just in case you didn’t know Metallica sued Napster for several copyrights infringements back in 2000, a move led by the band’s drummer Lars Ulrich. Not only the band image was damaged by this but their global fanbase turned against them and Lars became one of the most hated guys in the music industry, and memes like the following appeared everywhere…

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But yesterday Spotify’s CEO Daniel Ek along with Parker announced their brand new partnership with Metallica which represents the second big strategic move from the band in less than a year (actually in less than a week) so now we can guess why the band split with Warner Music. We all know that copyright licensing can be a real nightmare nowadays and in the end of the only winner is the lawyers’ team.

But apart from avoid losing time and money, what exactly is Spotify going to gain with this partnership? Apart from the obvious (more advertising and memberships to say the less) we can suspect that Spotify will take advantage of the band’s wide catalog, immense global market and diverse psychography to develop strategies that can integrate more and more partnerships in an exponential way (streaming of the band’s never ending tour performances, for example).

So what could be the next big move for Metallica? Looks like the genius musicians turned into brilliant businessmen…

THINKBAND 9: Bye bye Warner Music…

Last week Metallica ended their 28+ year relationship with Warner Music in order to launch their brand new label: Blackened Recordings. This move will allow the band a 100% control over their master recordings, including music and videoclips.

Blackened-Recordings-Logo-620x319

Even when the label was considered enough with the band’s terms (in 1994 they re-negotiated their contract to please the band’s requirements) it seems that Metallica’s assets are bigger than any offer Warner could give. Behind this strategy is music business mastermind Cliff Burnstein, the responsible to bring the band from the underground stage to the mainstream stardom. Earlier this year Burnstein stated that despite their successful tours the band had more liabilities than ever and needed to expand their business in new and disruptive ways. The time has come and the band started to stay away from the traditional path.

Cliff-Burnstein

Metallica’s first release under their own label will be Quebec Magnetic, a 3D concert movie that will be premiered this monday December 10th. Blackened Recordings will take care of all marketing and promotional activities while the distribution duties will be under Rhino Entertainment and with a licensing deal with Universal Music Group.

Time for Metallica to start being the real masters of puppets.

 

THINKBAND 6: Jagermeister delivers!

They are delivering CONSISTENCY, a simple word but hard to reach in the times when if something doesn’t work for a brand it’ll move into the next “big” thing.
Since their debut in 2002 the Jagermeister music tour has delivered the most extreme rock bands out there, from Slayer to Slipknot to Unearth. So, are metal bands selling that well nowadays to keep sponsoring them? The answer is YES. But not because these bands are selling billions of records, but for something they share and that give value to the brand’s equity.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“With sales increasing up to 40% per year since 1985, Jägermeister is the most popular drink nobody likes.” Sally Hogsheads concluded on her “How to Fascinate” case study about Jagermeister, she also concluded that this phenomenon was due to 7 fascination triggers of attraction:

MYSTIQUE – Why we’re intrigued by unanswered questions
LUST – Why we’re seduced by the anticipation of pleasure
ALARM – Why we take action at the threat of negative consequences
POWER – Why we focus on people and things that control us
VICE – Why we’re tempted by novelty and “forbidden fruit”
PRESTIGE – Why we fixate on rank and respect
TRUST – Why we’re loyal to reliable options

If you think about it, these triggers are definitely shared with most of the extreme metal bands that take part of the Jagermeister Music Tour. Think of “Angel of death” by Slayer, it’s not just about the combination of visceral lyrics and loud riffs, it has a mystique on it’s own. The same with Korn’s lust and Slipknot’s power. This is not an extreme metal blog -I need one!- but you get the idea. In the end of the day the brand gets the most loyal FANS (not consumers!!) worldwide, just like heavy metal.

Near the end of her case study, the author concludes “Jägermeister has no competition. This brand is irrationally, irresistibly irreplaceable. A category of one.”

Looks like a virgin territory, headbanging entrepreneurs ready?
Jagermusic website:
http://www.jagermusic.com
Lastly, you can find the Sally Hogshead article here:

Thinkband 4: The best ideas come from the most basic questions.

There are quite a few apps and websites that I can’t live without right now, all of them share something in common: they were born from very basic questions that we all ask ourselves everyday. It’s hard to believe that some of these ideas were created just about a couple of years ago (months in some cases). Since you are probably a musician or a music fan I’ll show you a couple of great apps/websites that came from these basic needs.

MUSICIANS
Question: ¿Where can I find a drummer that shares my music taste, live in a nearby area and is available RIGHT NOW?
Idea- Fandalism: gives you the ideal band member in just seconds, you can do the search with lots of relevant filters to match style, area, age, amongst others.


Q: ¿Where can I find REAL backing tracks? (if you are a musician you know what I mean, we all hate midi-based backing tracks)
I: Jammit: gives you the possibility of having the actual songs of your preference by channels, in an exclusive mixing software platform. If you are a musician you’ll love it:

FANS

Q: ¿When is my favourite artist going to play here, in my city? (without having to surf for each artist’s tour)
I- Bandsintown: gives you the chance to track your favourite artists in a one-only step for the first time, then it uses the built in GPS to determine your exact position, giving you the dates, prices and, since it’s integrated with Facebook, you can see which of your friends are also attending the desired gig.

Finally, I’d like to share a few questions that I have right now:

Q: Which bands will open for Fear Factory’s concert here in Valencia? (I did my research and couldn’t find anything about this, as usual for startup bands)
I: A community for bands that are just starting out and are opening for big artists that you are tracking on Bandsintown, so a partnership with them can be convenient for promoting this soon-to-be-wellknown bands.

Q: Am I the only one going to Barcelona to see Steve Vai in December?
I: A Facebook app that detects the friends of your friends that are planning to take a short/long trip to see their favourite artists, so your direct friends can introduce them and have a safe new musical friendship that can last just for the concert or for life.

Q: Where can I find a place to play with my band right now?
I: Yes, Tickstage again, but I still have the same question: thinkband-open-think-tank-for-the-music-industry

What kind of questions do YOU have right now? You may become a successful music entrepreneur soon.

Thinkband 3: Opening for a supergroup (even if your band is just starting out)

Not even an album in the market and an almost unknown Peruvian metal band The Fallen Symmetry is already playing in the same stage with THE multimillion selling metal band from Sweden: Arch Enemy. So how could that happen? I had the chance to interview the vocalist of TFS, the band I managed just a couple of months ago.

Jaime: Hi Gustavo, what’s the secret to play alongside Arch Enemy without even having released any album in the market?

Gustavo: It`s all about hard work and seeking opportunity. You have to be ready when the chance comes knocking at your door. We did not had our album out yet when it happened, but we played some good gigs, we had a pretty professional sounding demo out and we even had a Video of one of the songs of our demo. So, looking back, even if we did not had a official LP out, we did had material and had worked pretty hard for the last year as a band. Now, besides that, I guess there´s a matter of luck too, we were in the right place at the right time. But I guess that´s how things work, as I said before, you have to be ready when the train of opportunity passes by.


J: Your fan is a very special one: you don’t have a big amount of clicks in your Facebook fanpage or Twitter account, but I know your live shows always get packed, what do you think about this?

G: We as a band, exist for just over a year, so we are in the process of building our fan base. The thing about the metal genre is that fans are pretty loyal, they will go out and check out new bands, even if they don´t know you, of course, after that you have to make your thing so they become fans of your band, so they leave the show and go to their houses and look for your fanpage or webpage and stick with you in future shows. It´s a slow and hard road to make a name in the scene, but every show is a wonderful chance to gain more fans, for me, if at least only one person leaves the show in love with the band waiting for the next show, I´m happy.

J: Not so many long ago we did together some PR for the band having El Comercio (Peru’s most important newspaper) with positive reviews about the band’s debut videoclip, what are your plans now?

G: Just work and try to do things right. We are always looking for the next step for the band. We release our first album in a month time, we have 3 shows this month, after that we have the Arch Enemy show and 2 weeks after that, we headline one of the biggest local metal festivals in Lima, so we have no stop until the end of the year. We plan on shooting a video early next year for one of the album singles and then we want to record the band playing the whole album live on a location soon to be picked. so, actually we don´t have a PR plan, we just believe in doing things the best we can, and releasing the best material we can do, and with a little luck, word will pass along. There´s always space in the music business for bands who make a good job, we believe in that.

J: What do you think of festivals? What does Metal Madness mean? Tell us if you see potential of getting it outside Peru.

G: Festivals are always awesome. It´s pretty sweet to share the stage with other bands, listen to them, getting to know great musicians and all the vibe around what a festival represents. It´s also a great chance to bring your music to people who do not know. The Metal Madness Festival is pretty important for us because we along with 3 other bands are the promoters. It´s our way to thank everyone who support and listens to us. We put the best equipment we can, we put on the absolute best conditions we can even if we don´t get the money back. As I said, it´s our way to thank our fans and the people who support us in any and every way. It’s still a very early stage to say we’re gonna export this festival outside Peru but we never close any doors.

J: What does “artist management” means to you? Do you think a manager is a vital part of your business or do you believe more in the DIY culture?

G: Of course it´s super important to have a manager. As a musician, it´s vital to have your head on the music. Nothing else, nothing more. You, as an artist, have to be focused on your craft, that´s a main thing if you want to reach certain level. Of course, in the beginning, it´s not easy and you have to do things for yourself until someone checks you out and wants to take a chance with you, that may take some time, so it´s always very important to know how to move your band in the market until someone wants to do business with you. You have to know how to do things for yourself first, then delegate…

THINKBAND 2: Be a 121 musician and start making money NOW.

If you liked the idea of TICKSTAGE from my last post (https://intermediaries.wordpress.com/2012/09/28/thinkband-open-think-tank-for-the-music-industry) but thought that it would be only possible to reach for rich investors or wealthy entrepreneurs well, this time I’ll be discussing about a very simple idea, affordable for most musicians: 121 strategy to sell your music directly to your client’s needs.

But let’s focus on the problem set first:

PROBLEM

Bands aren’t making (enough) money. The times of playing in big arenas are part of the past. And we all think: wouldn’t it be nice to receive a fair amount of money just like any other job? But wait, what if you start working with your band as a real job? For example, freelance designers work their $·”$ses off to get paid, and they usually start making projects for their friends, relatives and network in general. Now, what if people pay for something they really, really want to hear from you? If you have a band with very TALENTED musicians on board continue reading, if you are not sure GET some good musicians first and continue reading…

IDEA

Some basics to get birth to the idea: people love seeing themselves in multimedia content that is RELEVANT for them, some of these contents are special occasions as birthdays, weddings, welcome parties, you name it. That is no other than creating EXPERIENCE. Now, everyone is talking about brand experience but just a few brands had been able to develop 121 marketing, with name and surname products or campaigns on it. BUT, actually musicians can do it in a very clever, creative way.
So here’s the idea: make your friends your first clients, pick 5 of them and charge $50 to make the song they NEED to accomplish something, for example a guy that wants to apologize to her girlfriend but doesn’t know how, or a girl that just wants to say something but is not sure about how to say it, or even a couple that want to make their recently born baby a very special song. You new clients will have the right to pick the subject and MAYBE some lines for the lyrics, the music should be ENTIRELY yours and your friends should know about it, obviously they have to like the kind of music you are doing. Then you can make multimedia content in Youtube (about 1 day of work with iMovie and some photos or videoclips your clients can facilitate) and the people for whom you made it will take care of getting it viral: they will share it everywhere with everyone.

RESULTS

Now you made $250 for this experiment. In worst cases you’ll feel it’s not your thing but still earned some cash to get new lovely gear. In best cases you’ll find that more and more people is getting into your proposal of custom made music (thanks to viral factors) and you’ll have a lot of work and nice amount of money by the end of the month, that is what it’s all about right?

Note: his is a think tank post series to get your mind outside the box, not a secret formula. This ideas MAY work if you develop them with ideas of your own.