In my reading and web-browsing, I stumbled across an interesting article from a professor of music marketing. One of the final assignments he gives his class is a 1 year marketing plan. For these 'up and coming artists,' he has them create a plan which includes their strategy and goals for the next year of their music lives.
Interestingly, he explains that most of his students write down very general goals...things like sell more CDs and play more gigs. He argues that though these are great things to have happen, they don't really give you a basis to judge success or failure. His response to this, and I have to agree, is to be specific in setting goals and plans. His examples include sell 100 CDs, 200 single downloads, and 20 T-shirts per month...also, play 3 shows/gigs in Atlanta in June. Specifics like that. This way, he argues, you have a way of judging if you are succeeding and if not, you can look at the situation to figure out how to improve.
At Tate Music Group, in the Music Marketing Department and our Artist Acquisitions, we stress these same principles. It seems like a daily occurrence...talking to artists who have goals that are great but not always measureable. One of the most commonly used statements: "I/We want to make a living doing music..." Okay, that sounds great. Tate Music Group wants that for you, too. The question is, how are you going to make that happen? Specifically, what things are you doing to insure this success? How are you measuring it?
At Tate Music Group, we want to help you achieve your dreams and goals as an artist. That is why we have set up our marketing and promotion the way we have. We want to come alongside our artists and help them find success by setting manageable, achieveable goals...as well as giving the support needed to carry them out.
For example, if you want to sell 2,500 CDs/albums within 1 year of your release, then we want to set up a strategy that allows that to be measured and achieved. Let's plan on selling 100 albums before or on your release date. Then, divide the year into 12 months and sell 200 albums per month...or go farther and plan on playing a minimum of 4 shows/events per month and shoot for 50 albums per show. That is a plan that will allow you to look back at your numbers after 6 months and evaluate/re-evaluate where you are. Perhaps you have oversold your projections and you now need only sell 800 more albums to hit goal. Or, maybe you needed a break and had to drop to only 2 shows per month. Whatever the case, this allows you to see what you are doing and to take stock as to the success (be it huge or more moderate) of this musical venture.
For us here at Tate Music Group, we want all of our artists to be massive successes. The reality is that there will be levels of success...and a lot of that depends on the teamwork and goals of both TMG and the artist. The fact is, having good, well-planned, realistic goals will allow you to remain focused and aware of what and how you are doing. It also helps to reduce the amount of frustration that may arise due to a lack of planning and a lack of having a 'big picture.' You have to see where you want to be and realize that it will take time, hard work, and even some breaks to get there.
Ultimately, what I am trying to say is this...Rome wasn't built in a day...and neither was U2.
Monday, February 16, 2009
Wednesday, February 11, 2009
tate music group...digital killed the CD star
I read an interesting post by Derek Sivers, the guy who started CD Baby and then sold it for a lot of dough. He brings up some interesting thoughts and questions about the future of CD sales, especially in-store sales. He makes the comment that he believes CDs to be on the downhill slide and, he believes, they will be all but obsolete in a few years. I must say that I agree with him, for the most part, but I don't believe it will happen as soon as he thinks it will.
Technology is a wonderful thing, unless you are the thing that technology just helped to replace. I do think that, much like the cassettes of my youth, CDs will be fully replaced by the digital files that are making a long-term home in the jean pockets of the next generation.
I don't see this as a bad thing, though, and neither does Tate Music Group. Sure, if you grew up going to the store to buy a CD you will most likely always want to go to the store to buy a CD. I get that. What I don't get is the worry and focus that is put on the 'in-store' sales. In my opinion, the focus should be on the 'sale.' Period.
A huge part of what Tate Music Group provides our artists is the nationwide distribution which includes in-store as well as online. We will continue to provide this distribution for as long as stores are carrying CDs. What I, we, want the artists we work with to realize is that it doesn't matter how or where the CD is bought/sold. It really only matters that it was, in fact, sold.
A sold album, whether physical or digital, is an album that is being listened to, talked about, and promoted by the fans who are listening. When this happens, the music and the message and meaning it carries is shared with the people who, as an artist, you want to share it with. It grows and spreads and, let's be honest, it is probably shared, too. But that is okay because every sale helps the cause and because Tate Music Group is working with our artists to benefit from this popularity through radio and live gigs. It all fits together.
I don't think CDs are waving goodbye just yet. I do think that digital music is moving in permanently but I think, at least for now, there is room for both. And as long as there is room and demand for both, Tate Music Group will offer them...and anything new that technology introduces to us.
I just hope the next idea involves holograms...
Technology is a wonderful thing, unless you are the thing that technology just helped to replace. I do think that, much like the cassettes of my youth, CDs will be fully replaced by the digital files that are making a long-term home in the jean pockets of the next generation.
I don't see this as a bad thing, though, and neither does Tate Music Group. Sure, if you grew up going to the store to buy a CD you will most likely always want to go to the store to buy a CD. I get that. What I don't get is the worry and focus that is put on the 'in-store' sales. In my opinion, the focus should be on the 'sale.' Period.
A huge part of what Tate Music Group provides our artists is the nationwide distribution which includes in-store as well as online. We will continue to provide this distribution for as long as stores are carrying CDs. What I, we, want the artists we work with to realize is that it doesn't matter how or where the CD is bought/sold. It really only matters that it was, in fact, sold.
A sold album, whether physical or digital, is an album that is being listened to, talked about, and promoted by the fans who are listening. When this happens, the music and the message and meaning it carries is shared with the people who, as an artist, you want to share it with. It grows and spreads and, let's be honest, it is probably shared, too. But that is okay because every sale helps the cause and because Tate Music Group is working with our artists to benefit from this popularity through radio and live gigs. It all fits together.
I don't think CDs are waving goodbye just yet. I do think that digital music is moving in permanently but I think, at least for now, there is room for both. And as long as there is room and demand for both, Tate Music Group will offer them...and anything new that technology introduces to us.
I just hope the next idea involves holograms...
Sunday, February 1, 2009
tate music group...a super show
Well, it's almost midnight and Super Bowl LXIII is officially over. I have to say, it was a much better game than anyone would have thought. Down to the wire...that is how we (who don't have a pro team to really cheer for) like our Super Bowls. The commercials were pretty good...especially Cash4Gold with the MC Hammer cameo. I'm going to have to ask my boss, our president, why Tate Music Group didn't have an ad during the game.
Since I work for Tate Music Group and listening and reviewing music is what I get to do all day, I want to comment on one of the non-sports stars of the game...even if it was halftime. Yes, I am talking of 'The Boss' - Bruce Springsteen. I thought it was a great performance of great, dare I say, timeless music. I was, however, a little disappointed that 'Born In the USA' didn't make the playlist...but 'Glory Days' was a good replacement. And did you see the slide...belly first into the camera? That is what it means to get up close and personal with 'The Boss.'
I've noticed something about the halftime shows in the past few years...ever since the infamous 'wardrobe malfunction' performance, they have featured time-tested, professional, hall of fame bands and artists. Here is the list from 2005 to tonight: Paul McCartney, The Rolling Stones, Prince, Tom Petty, and Bruce Springsteen.
Now, granted, I know that not everyone is going to like all of these artists. Regardless of your musical preference, I would like to point out that all of these artists (and U2 who played in 2002) are 'hall of fame' artists for a number of reasons - great music, a great fan base, some lucky breaks, and a lot of hard work...serious, 24/7/365 hard work. The difference between these time-tested artists and the thousands of 'one hit wonders' (including most of the American Idols) is that very thing - hard work.
At Tate Music Group, we understand the need and the importance of hard work. Sure, lucky breaks and a strong fan base are definitely needed to really 'make it' but it is the understanding that you, as an artist, are starting a business (and working as if that is the case) that can and will put you over the competition. You may have some of the greatest music ever but if you don't work hard and work smart to get people to hear it, your just one more hopeful waiting for your big chance to shine.
The problem with that is the waiting. Sure, we want you to shine but at Tate Music Group, we want to work hard and help create those 'big chances,' along with as many other chances you can get to share your music. So, as our artists pursue their 'super bowl moment,' we want to make sure they keep shining on the smaller stages that lead there.
I heard that 'The Boss' wants to see Coldplay as next year's entertainment. I'd love to see that...unless we can get one of Tate Music Group's artists to fill that slot instead.
Since I work for Tate Music Group and listening and reviewing music is what I get to do all day, I want to comment on one of the non-sports stars of the game...even if it was halftime. Yes, I am talking of 'The Boss' - Bruce Springsteen. I thought it was a great performance of great, dare I say, timeless music. I was, however, a little disappointed that 'Born In the USA' didn't make the playlist...but 'Glory Days' was a good replacement. And did you see the slide...belly first into the camera? That is what it means to get up close and personal with 'The Boss.'
I've noticed something about the halftime shows in the past few years...ever since the infamous 'wardrobe malfunction' performance, they have featured time-tested, professional, hall of fame bands and artists. Here is the list from 2005 to tonight: Paul McCartney, The Rolling Stones, Prince, Tom Petty, and Bruce Springsteen.
Now, granted, I know that not everyone is going to like all of these artists. Regardless of your musical preference, I would like to point out that all of these artists (and U2 who played in 2002) are 'hall of fame' artists for a number of reasons - great music, a great fan base, some lucky breaks, and a lot of hard work...serious, 24/7/365 hard work. The difference between these time-tested artists and the thousands of 'one hit wonders' (including most of the American Idols) is that very thing - hard work.
At Tate Music Group, we understand the need and the importance of hard work. Sure, lucky breaks and a strong fan base are definitely needed to really 'make it' but it is the understanding that you, as an artist, are starting a business (and working as if that is the case) that can and will put you over the competition. You may have some of the greatest music ever but if you don't work hard and work smart to get people to hear it, your just one more hopeful waiting for your big chance to shine.
The problem with that is the waiting. Sure, we want you to shine but at Tate Music Group, we want to work hard and help create those 'big chances,' along with as many other chances you can get to share your music. So, as our artists pursue their 'super bowl moment,' we want to make sure they keep shining on the smaller stages that lead there.
I heard that 'The Boss' wants to see Coldplay as next year's entertainment. I'd love to see that...unless we can get one of Tate Music Group's artists to fill that slot instead.
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