Vol 2, Issue 16: Alternative Sources of Revenue Conclusion: Music Journalism

As a professional touring musician, as one may expect, I have encountered my share of “bad press”. Obviously, I’m so egotistical to believe that I’m immune to criticism. Just like any other musician, I realize that not everyone will believe that I shit gold (so to speak), BUT that’s fine with me, as I understand that these days, very rarely, can bands break generational, and cultural barriers managing to appeal to a highly diverse population. Instead, today’s music industry relies more on “niche” marketing. My bone of contention, however, lies in criticism that has no sense of validation. So when I say “bad press”, I am not merely referring to instances in which reviewers have disliked my material. Rather, I am making reference to journalistic pieces that are ill-researched, ignorant, and downright belittling to artists and/or media exposes that purport the never ending lie of “overnight success” stories; a symptom that seems to be widely affecting the world of music journalism.

My biggest concern relating to these pieces is, of course, their readership. Seeing as musical preference is highly subjective, and journalists are seen as being “experts” in their field, I, as not only a musician, but also as a music consumer, feel I am entitled to more. Between finding out that apparently I’m the drummer in my band (who knew?!) to being told that indie musicians should be grateful for illegal downloading to having the very SAME reviewer on two different occasions give my band completely contradictory critiques regarding our songwriting abilities, I’m beginning to think that, like much of the music industry, music journalism has lost any sense of self-respect and professionalism.

To me, it seems rather obvious that a big part of the problem comes from the fact that music journalists are NOT musicians, have NEVER been musicians, nor is having any musical background a prerequisite to getting hired. It’s one thing to be appointed a position of music journalism for being a decent writer, but knowing your field of so-called expertise, in my opinion, is a must. Additionally, in many cases, the writing isn’t even all that superb. Filled with grammatical mistakes, and a limited vocabulary, the average cd review that a band presently receives rarely even utilizes necessary terms from a musical lexicon. Now, I’m sure you’re wondering, well how did it even get to this point?

A major contributing factor, that will surely come as no surprise, is the internet. A vast majority of online music zines expect their writers to work pro-bono, and as one can imagine, if you’re doing something for free, likely you won’t put as much effort into it. Unfortunately the result for the reader is misinformation.

Traditional print magazines like Rolling Stone, Chart, and Alternative Press do manage to maintain higher standards, but only at the expense of being highly selective in terms of what goes to print. Because the music industry is so oversaturated, and all musicians are vying for attention, traditional high standing magazines generally can only provide exposure to well-established bands leaving a void for indie artists. This void, unfortunately for us, is being filled by anyone who has amateur website designing skills, and “thinks” that they know something about music. In fact, credence to what I’m saying is illustrated best in the example of Metal Sanaz.

Metal Sanaz is an Iranian-born “music journalist”, specializing in the genre of metal, who largely owes her recent success and notoriety to the advent of Myspace. With absolutely NO journalistic training, and her only experience relating to the industry being the fact that she is a “huge fan” (it also helps that she’s hot), she has managed to secure interviews with some of the industry’s biggest names in metal including: Gwar, Dave Navarro, Arch Enemy & Atreyu. I personally have nothing against this woman, nor do I want my comments to be interpreted as jealously or cattiness, but from a music journalism perspective, people like her are contributing to the problem; to say it bluntly, her interview skills are pathetic. For the vast majority of the video clips she has listed on her website, the conversations are dominated by the artists, and her questions lack any sense of thought-provocation or direction. Irrespective of this, her popularity continues to rage on, and in fact, she was recently selected to be a special guest co-host along with Carlos Mencia as part of an Operation Myspace Exclusive concert in Kuwait. I guess one could interpret her success as being due to her ability to bring music back to the people which is commendable, but that, I’ll leave up to you to decide. However, this is not to say that everyone’s getting it wrong. In fact, there are some music journalists out there doing more than their share, but consider this: a great deal of them were musicians themselves in another life, prior to their journalistic endeavours. Among those giving lifeblood back to the music journalism industry are Canada’s own Kevin Young and George Stroumboulopoulos, as well as former frontman of Black Flag, Henry Rollins, with whom I will be speaking in my next issue for an exclusive interview.

So what do I propose as a solution? Like those mentioned as well as myself, I think it’s not only necessary, but I feel its our duty to tell it how it actually is. Continuing with our theme of alternative sources of revenue for musicians, I think music journalism is by far the most rewarding among the other avenues we’ve been discussing. Not only can journalism jobs pay generously, but as well, it is personally fulfilling to know that you are contributing to your industry in such a meaningful way. There are tons of musicians, but few who actually stand to serve as role models and positive examples for others. Just as I have tried to offer you all that I can, both good and bad, based on my experiences and thorough research, in an effort to help you avoid making the same mistakes, I harken you to use your musical knowledge, training, and personal experiences for the better.

The biggest problem in today’s industry is NOT the prevalence of industry-related scams, NOR is it even illegal downloading, the artistic part of music and the business side of the industry have forever been natural nemeses. Rather, the issue that needs the most immediate attention is that of music education. Musicians, just as I once did, enter this industry bright-eyed, naive, and optimistic only to become dishearted and jaded individuals upon failure of commercial success. Being sensitive artists, they take it personally, not realizing that today’s industry is set up for you to fail. The rockstar is dead my dears, I’m sorry to report and the industry will never be as it once was. Success is still possible, but in very different ways, and if we, as experienced players do not pass on our knowledge to the next generations, it will only lead to the further perpetuation of this cycle.

Had I been told from the start the honest truth about what I was getting myself into, who knows, I may have decided long ago that a career change was in order. I’m not saying any of this to depress your dreams, I fully believe that each of you is capable of achieving anything to which you set your minds. I just hope that if music is really what you want, that you know exactly how the biz works. It’s been a long time since talent was the determining factor in the success of bands.

About the Author:

Rose Cora Perry is the frontwoman for Canadian hard rock band ANTI-HERO known as “The 21st Century Answer to Nirvana”, as well as the sole owner and operator of HER Records, a management company in which she offers marketing, promotion, publicity, tour booking, and artist development services.

Her band ANTI-HERO has toured extensively across North America playing notable festivals such as Warped Tour, Canadian Music Week, NorthbyNorthEast, Wakefest, and MEANYFest.Voted “Best Rock Act of the Year” by numerous industry publications, their critically acclaimed debut album, "Unpretty" is available worldwide for purchase.

Rose Cora Perry is a dedicated promoter of D.I.Y. ethics, and an avid supporter of independent musicians.For more information on Rose Cora Perry and her band's accomplishments, please visit http://www.anti-hero.ca/ or http://www.rosecoraperry.com/

Vol 2, Issue 15: Alternative Sources of Revenue Pt VI: Session Musicians

As we learned last week, jingle writing can be a major source of employment for session and freelance musicians, but that barely scratches the surface in terms of what these talented individuals are capable of. Scoring work as guest players on major albums, television and movie soundtrack writing to touring support for popstars and even orchestras, session and freelance musicians are defined as artists for hire that are not committed solely to a steady project. While session musicians, as one may deduce from their title, primarily lend their talents to studio work, freelance players typically perform live with touring acts.

Being a session or freelance musician requires a great deal of performance diversity, and quick learning ability; skills that can only be mastered with age and experience. As a result, you’ll notice that most players in this field are in their elder years, or as they prefer to be called, “seasoned”.

Typical of any aspect of the music biz, connections and networking play a vital role in terms of finding gigs. According to both Kelvin Gumbs and Dale Anne Brendon, becoming session/freelance players was something that they just “fell into”. While Gumbs initially had to pick up the instrumental slack on some tracks he was producing for clients, Brendon found herself bombarded with drumming opportunities after graduating from The University of Western Ontario’s music program, but neither of them had envisioned this as their master plan. However, that doesn’t mean that having the sole ambition to become a freelancer is unfeasible. On the contrary, it would seem that opportunities for these players are plentiful, you just need to know where to look.

Though as mentioned, word of mouth and networking play crucial roles in finding employment, there are also several job boards with musician classified sections that regularly list gig possibilities such as http://www.craigslist.com/, www.kijiji.com , www.overhear.com and www.indbamusic.com . Brendon recommends trying to make a personal connection with each potential employer when you come across a gig that interests you, as from her experience, she has found that simply cold-calling and sending out promotional packages rarely works.

In terms of payment, prices generally vary from player to player depending on their contributions and the type of project. When it comes to recording, on average there is a base fee of approximately $100 - $200 per hour with a minimum of three hours guaranteed employment. On the other hand, touring pay scales begin approximately at a $300 minimum per hour, again with no less than three hours of contracted work. Of course, depending on the length and travelling associated with a tour, this rate may be negotiated. However, regardless of whether a scheduled live performance is a success or failure, freelance musicians maintain their same set rate of pay.

Brendon feels it’s essential for anyone interested in pursuing this avenue to familiarize themselves with the American Federation of Musicians’ (AFM) fee policies. The AFM standardizes pay scales for different player positions within each musical project, and through membership to their organization, one is provided with contracts for each opportunity undertaken, that they will enforce, if necessary. As you’ll recall from previous editions, I’ve referenced the AFM several times in regards to national touring pay scales and policies. For more information on their organization, please visit http://www.afm.org/

In exchange for these set rates of pay, session musicians are not eligible to collect royalties in the future, if a project on which they were featured, takes off. Additionally, it is understood that they do not own their musical contributions from a legal perspective. These principles are agreed upon amongst both parties (employers and musicians) and the tradeoff is considered fair.

A major benefit to this arrangement for session and freelance musicians is that there is no waiting period for payment, nor is their income contingent on the success of the project. According to Gumbs, usually directly after a project is completed, session and freelance musicians are compensated with upfront cash. Though these terms are well understood within the industry, Brendon still urges musicians to establish written contracts for each engagement to ensure that their rights and best interests are always protected, as verbal agreements can be more difficult to prove.

If you’re interested in pursuing this route, Gumbs recommends being aggressive and persistent in terms of self-promotion, and building up one’s network and reputation. Adding to this piece of advice, Brendon suggests that the best way to learn about this avenue is to pry at the brains of experienced fellow musicians who have, as she puts it, “been around the block.”

Though initially scrounging up work may be challenging, once you’ve established a reputation for being reliable, respectful, and professional, employment opportunities will begin to come your way. Above all, one should have fun with this alternative venture as it will allow for the expansion of one’s ability and repertoire.

The biggest tip for freelancers that Brendon emphasized was the importance of knowing one’s employer. Just as you wouldn’t achieve success by applying for an office job in full out gothic attire, you likely wouldn’t be chosen as a freelancer for an orchestra gig if you showed up to the audition covered in piercings. Gauging the needs of one’s employer is as easy as looking at their audience; if you see mohawks in the crowd, tattoos and torn jeans are encouraged, but if the arena is filled by men and women in suits, one may want to rethink the bright pink hair.

For more information on Dale Anne Brendon, please visit her official website located at http://www.daleannebrendon.com/

For more information on Kelvin Gumbs, check out his official page at http://www.kelvingumbs.com/

About the Author:

Rose Cora Perry is the frontwoman for Canadian hard rock band ANTI-HERO known as “The 21st Century Answer to Nirvana”, as well as the sole owner and operator of HER Records, a management company in which she offers marketing, promotion, publicity, tour booking, and artist development services.

Her band ANTI-HERO has toured extensively across North America playing notable festivals such as Warped Tour, Canadian Music Week, NorthbyNorthEast, Wakefest, and MEANYFest.Voted “Best Rock Act of the Year” by numerous industry publications, their critically acclaimed debut album, "Unpretty" is available worldwide for purchase.

Rose Cora Perry is a dedicated promoter of D.I.Y. ethics, and an avid supporter of independent musicians.For more information on Rose Cora Perry and her band's accomplishments, please visit http://www.anti-hero.ca/ or http://www.rosecoraperry.com/

Vol 2, Issue 14: Alternative Sources of Revenue Pt V: Jingle Writing

Continuing on a similar note from last time's discussion of licensing, today we will be uncovering the world of jingle writing. Though this avenue draws many similarities with that of songwriting, it’s important to distinguish between the two for one central reason: the need for resources (both money and expertise). Although virtually anyone with some talent and a guitar in hand can approach a music publisher in order to get their songs accessible to potential purchasers, embarking on a career in jingle writing requires access to some serious dough (at least enough to equip yourself with a professional home recording set-up) and a business plan.

According to Jason Chapman of Boreal Forest Music Productions Ltd, a successful ex-jingle writer and producer of several years, if you’re serious about getting into this area of the biz, he recommends establishing an alliance with at least two other partners including an advertisement professional, and a graphic designer/videographer. That way, he says, you’ll still be able to focus on the area that you love; the music. However, he cautions that this avenue, unlike the other alternative sources of revenue that we’ve been discussing, isn’t one that has the potential to bring about immediate results and additionally, it will ONLY be an effective means of supplementary income if you work/live in a city with a strong advertising sector.

Anyone who has worked within the media or marketing domains knows that building up one’s reputation and establishing loyal clientele requires a substantial amount of time and effort. For that reason, Chapman does NOT recommend this avenue to those who are not fans of networking, as his willingness to meet and greet with new people is one of the primary reasons as to why he was so successful in this field. In fact, his first clients were snagged through cold-calling, and special events hosted by the London Chamber of Commerce. Once his rapport began to grow, referrals played a prominent role in keeping business steady, but equally important was his available portfolio demonstrating his diverse ability to create the perfect jingle for any business. Chapman also strongly recommends having a professional web presence.

So why is having a PR rep and graphics expert as part of your team so essential? With the energy it takes to coordinate the writing, editing, and recording of a jingle including the selection of appropriate session musicians to play on the track, one simply does not have the time to manage all of the necessary paperwork and contracts that a business requires, nor does one want to overexert oneself artistically speaking. Seeing as musicians, at least the majority of whom I’ve dealt with, are not business-minded, it only makes sense to have a salesperson doing your “dirty work”. As for the graphics designer, in Chapman’s experience, creating tv jingle commercial campaigns is the more lucrative end of the business (as opposed to audio only jingles for radio), so it only makes sense to have a design expert on staff if you’re interested in maximizing your potential profits. Additional support to the idea that tv may be a better bet is the fact that, apparently, many radio stations have their own in-house jingle writers. So, when a company calls to inquire about on-air advertising, instead of outsourcing the work to freelancers like Chapman, radio stations are able to maintain a mini-monopoly over this arena, therefore limiting the available opportunities to outsiders.

The best campaign a jingle writer can hope to work on would be one for a national company as fees are set depending upon a client’s ability to pay. While a “mom and pop” store may be charged between $500 to $1000 for a jingle project, a national company could expect to pay between $5000 and $10,000 for a jingle of equivalent quality. While these numbers may seem pricey for an audio/video soundbyte that at the most runs about 60 secs, one needs to take the high overhead expenses and inevitable stress involved with each project, into account.

Each standard contract for a jingle campaign demands 12 different versions to be completed on an average two day turnaround. Each session musician who contributes their talents needs to be remunerated for their services EVEN if their efforts do not make the cut in the final edited version(s), not to mention that each member of your team will be entitled to a share of the fee based on their involvement with the project. To make financial matters more complicated, some session musicians demand upfront payments requiring you to take a major risk in the event that things just don’t seem to jive with that player. To this point, Chapman adds, that finding the right vocalist often proves to be an extremely difficult task. Generally, if campaigns are fairly low budget, those involved will be compensated through “promisary agreements” stating that if their lendings to the project are successful, they will be hired again to work on future campaigns.

In terms of the creative process, Chapman says that undertaking a part-time career in jingle writer will improve one’s songwriting ability as you’ll need to learn how to exercise the most effective aspects of songs (hooks, catchy choruses etc.) into very short time periods. Usually, you’ll be provided with a tempo and genre description (often ambiguous), the company’s motto, and examples of past adverts, but if the company is looking to overhaul their image, you’re essentially given very little to go on. However, listening to the jingles on the radio that are currently being responded to positively, may help generate ideas.

All in all, Chapman feels that jingle writing can be a successful and rewarding endeavour, however he caveats this point by stating that for those who have gotten into the music industry to do something artistic, it can be difficult to have this as an outlet. Additionally, it would seem that today’s commercial campaigns are relying more and more on licensing already popular songs. For more information on jingle writing, he recommends checking out Jeffrey P. Fisher’s book, How to Make Money Scoring Soundtracks & Jingles.

Chapman’s official website is http://www.borealforestmusic.ca/

About the Author:

Rose Cora Perry is the frontwoman for Canadian hard rock band ANTI-HERO known as “The 21st Century Answer to Nirvana”, as well as the sole owner and operator of HER Records, a management company in which she offers marketing, promotion, publicity, tour booking, and artist development services.

Her band ANTI-HERO has toured extensively across North America playing notable festivals such as Warped Tour, Canadian Music Week, NorthbyNorthEast, Wakefest, and MEANYFest.Voted “Best Rock Act of the Year” by numerous industry publications, their critically acclaimed debut album, "Unpretty" is available worldwide for purchase.

Rose Cora Perry is a dedicated promoter of D.I.Y. ethics, and an avid supporter of independent musicians.For more information on Rose Cora Perry and her band's accomplishments, please visit http://www.anti-hero.ca/ or http://www.rosecoraperry.com/

Vol 2, Issue 13: Alternative Sources of Revenue Pt IV: Licensing & Songwriting, Indie Vs. Major Representation

It is possible for musicians, without representation, to both license and write songs for various purchasers, but as Simon Wilcox, a highly successful songwriter for EMI Music Publishing notes, signing a deal with representation helped her enormously. In terms of finding appropriate opportunities for her music, expanding her portfolio, and allowing for collaboration with industry veterans, EMI more than helped her get her foot in the door. With projects including writing for Juliette Lewis, Three Days Grace, and The Trews on her resume, EMI presented Wilcox with breaks she likely wouldn’t have been able to muster on her own. But in saying that, she most certainly credits her perseverance, and hard work as factors in her success. After all, if it wasn’t for her already established impressive songwriting portfolio, she likely wouldn’t have grabbed EMI’s attention.

According to Michael McCarty, Managing Director of EMI Music Publishing Canada and a graduate of Fanshawe’s very own MIA program, EMI only signs about one out of every thousand artists they review (and keep in mind artists are ONLY reviewed if they have been recommended through a previously established connection). However, Steve Thomson of Backstage Productions offers more of an optimistic view with his new talent recruitment protocol.

Unlike the majors, Backstage Productions and other independent music publishers are willing to accept unsolicited material, and even provide funding for the recording of a demo, if they truly believe that the songwriter has got what it takes. Take David Baccha, for example.

Starting out as a controversial radio discjockey in Cleveland, Ohio, Baccha migrated to Toronto to elude government authorities that weren’t too happy with the satirical content of his show (to say the least). Again, through the magic of connections, he was able to hook up with Steve, then the manager for Ronnie Hawkins, who instantly recognized Baccha’s potential and contracted him as a songwriter for his company. Throughout his career, Baccha has had the privilege of undertaking many songwriting endeavours including writing for numerous commercial campaigns, and movie scores. Maintaining his American roots, Baccha also initiated a writing deal with Jimmy Inner, drummer for Lighthouse, and the composer behind the “Dirty Dancing Soundtrack”. Through Inner, he obtained the opportunity to write for pop-band Dejavu, which spawned for Baccha, a series of billboard charting hits.

Despite the fact that both Wilcox and Baccha have carved out successful songwriting careers for themselves, they continue to compose their own original material, and participate in various gigs on the side. According to Wilcox, “a successful song in Canada is worth about four figures on average, five, if you're lucky, but that can vary greatly depending on [the song’s genre] and where it is being played.” In general, it would seem that pop songs, because there are more outlets for distribution, tend to generate higher revenues, and instrumental tracks, especially if intended for synchronization use, are easier to sell.

Although, as Wilcox indicated, a single composition can allot a songwriter a substantial chunk of change, Baccha quickly pointed out that because royalty payments are issued annually, budgeting one’s expenses carefully is absolutely essential. Elaborating on this point, Baccha also explained that songwriting does not earn a writer a consistent paycheck because there is no way to guarantee the success of a given track. In fact, he has personally had tracks that weren’t “discovered” (or profitable) until TEN years after their initial release!

From my own personal experiences with licensing, I can tell you that I have had a moderate amount of success including having ANTI-HERO’s album featured on MTV’s hit tv series, Next, WITHOUT being signed to a music publisher. However, the opportunities with which I’ve been presented are sporadic at best, and are usually “exposure deals” in which there is little or no monetary exchange. In addition to music publishers, there are several licensing agencies whose job it is to solicit the work of independent artists to various music buyers, but after two years of being signed to a handful of these agencies, I’m still waiting for something to come into fruition!However with the growing popularity of sites such as www.youlicense.com , a site designed for independent musicians to solicit their music directly to music purchasers FREE of charge, things may be changing.

Both Backstage Productions and EMI Music Publishing are always on the look out for new emerging talent to feature on various projects, and if you want to be successful in this alternative artist arena, diversity will be your ticket.

For more detailed information on songwriting and licensing, Baccha suggests picking up a copy of Songwriters magazine, an industry publication issued by the Songwriters Association of Canada.

About the Author:

Rose Cora Perry is the frontwoman for Canadian hard rock band ANTI-HERO known as “The 21st Century Answer to Nirvana”, as well as the sole owner and operator of HER Records, a management company in which she offers marketing, promotion, publicity, tour booking, and artist development services.

Her band ANTI-HERO has toured extensively across North America playing notable festivals such as Warped Tour, Canadian Music Week, NorthbyNorthEast, Wakefest, and MEANYFest.Voted “Best Rock Act of the Year” by numerous industry publications, their critically acclaimed debut album, "Unpretty" is available worldwide for purchase.

Rose Cora Perry is a dedicated promoter of D.I.Y. ethics, and an avid supporter of independent musicians.For more information on Rose Cora Perry and her band's accomplishments, please visit http://www.anti-hero.ca/ or http://www.rosecoraperry.com/