Vol 3, Issue 17: Starting up Your Own Label Pt #4: Designing Your Label’s Look & Branding Its Identity

To appropriate a successful marketing campaign, of Sprite’s, which could have as easily been applied to the record biz as it was to soft drinks, “image is everything”, and if you want your label taken seriously, you need to create an identity for it that speaks to your mission, audience, and potential roster list. Last time, we went over the importance of establishing one’s label infrastructure and maintaining business savvy communications from hereon out. Following along the same lines, this week, we’ll be discussing how to create the “right” image for your business.

You’ll notice that I put right in quotations because it is a qualifying word of a subjective nature meaning that there are a multitude of ways that you can approach your business, and its presentation, but, it will be up to you to uncover what you feel works best for your mandate.

For example, while both labels were born of the 1980s’ D.I.Y. grassroots mentality in order to support independent alternative, rock, and punk bands, Sympathy for the Record Industry, and Epitaph Records present vastly different images to the public and to their potential clientele – a quick look at both of their websites is demonstrative. While Sympathy’s online presence appears amateur, is difficult to navigate, and their official site’s frontpage sarcastically insults the label itself, its founder, as well as any supporters of its artists, Epitaph, maintains a sleek, and flashy appearance comparable to that of any major label. In fact, without knowledge of Epitaph’s founding history (it is the brainchild of Bad Religion guitarist Brett Gurewitz), one could easily mistake it for just that. Though Epitaph, undoubtedly, has the upper hand in terms of creating a professional look that would be well-respected in the business side of the music world, Sympathy’s homegrown anti-corporate ethos, evident in its self-presentation, is arguably responsible for attracting and subsequently launching the careers of many notable artists including Hole, The White Stripes, and The New York Dolls.

So which label has it “right”? Well, there really is no single answer. Both Epitaph and Sympathy have been extremely successful, as indies, carving out reputations for discovering hit acts, while maintaining artistic integrity, for all of the bands they sign, at the forefront of their operations.

As stated in my introduction, the choices you make in regards to the marketing of your label are ultimately a personal choice, but regardless of whether you decide to paint yourself as pro or foe, an arsenal of the following tools will assist you on your road to success:


Number One: A Slogan
Why did you form your label? What’s its purpose? What makes your label different from the thousands of others already in existence? - are all questions that you’ll need answers to. The easiest way to synopsize exactly what your company is about is by creating a memorable one-liner in the same fashion as those of the following labels: Sonic Unyon Records claims to “transcend mainstream mediocrity”, while G7 Welcoming Committee Records states proudly that they’ve been, “uncooperative since ‘97”. In order to expand on your label’s history, and mandate, devoting a page on your website detailing a mission statement and/or an about us section is also something worth considering as many bands, when debating to whom they will solicit their material, make their decisions purely on the nature of said things.


Number Two: A Logo
Sometimes as simple as just finding the right combination of font, and colour, your logo doesn’t have to induce psychedelic mind-trips, or have satanic affiliations, but it should be an artistic representation of your company that again, speaks to what you’re about and has memorable qualities. If you’re not skilled in the graphical arts, I highly recommend finding someone who is – even if only a student – to come up with an aesthetically pleasing design for you, as there is nothing worse than a makeshift cut and paste job if you’re trying to market yourself as a professional. Once designed, all promotional materials issued, including press releases, business cards, cds, websites, posters etc. should bear an invariable version of your logo (ie: don’t constantly change its colours) like a badge of honour to demonstrate to your affiliates and fans that your company is consistent in its image, as well as what it offers.


Number Three: Business Cards
Just as I noted last time, in regards to websites, there is nothing that I, as a music journalist, hate more than coming across something in which I’m interested for which there is no appropriate contact information. Similarly, considering that networking is such a crucial component of establishing business relations, and reputation building in the music biz, it is equally aggravating, for industry professionals, to come across bands and/or aspiring label owners who are not adequately stocked with handfuls of business cards at shows, and industry conferences. You need to be prepared for anything in this industry because you never know who you just might meet, and having business cards on you, at all times, is certainly a step in the right direction.

In terms of design, maintaining the same colours and fonts that you use for your website, and logo, on your cards will work to solidify your label’s image. Make sure that you include all necessary contact information (ie: postal address including country, phone, fax, email, website), your slogan, and where applicable, the roster list of the bands you represent and/or a list of your top five acts. Including all of this info is essential as at any given gig, an industry rep could meet upwards of a hundred people trying to get his/her attention, you need to ensure that they’ll remember exactly who you are, and what you’re about, come time for the follow up.

As a side note: A newer trend that I’ve witnessed on the band promotional front is the creation of “postcard” style business cards in which the band is presented in full colour photographic form on the front, while label contact information, and selected quotes about the act are depicted on the reverse side. If done properly, these can be quite eye catching, but it’s important to realize that they are much harder to carry around as they don’t easily fit into pockets, and the last thing that you want to do, with your promotional materials, is to inconvenience the very person to whom you are trying to sell up your business.

One last note on business cards: Please, I beg you, actually spend money on getting these things printed professionally. I know that they can be expensive, both to design, and to print, but trust me it’ll be worth while, and there are lots of services out there willing to give you good deals, if you make the effort to look. You will not fool anyone with cards produced from your at home laser printer or worse, those printed on Kodak photo paper. They look like shit, and make you, in turn, look like shit, and I’m sure that’s not the image you’re going for.


Number Four: Press Kit(s)
Press kits are your means of getting “the good word” out about the bands you represent to venues, bookers, media reps, and other industry professionals. While their look will vary from label to label, standard components, all of which should be tucked neatly into a crisp folder, include: the band’s biography, a “stat” sheet (which lists, in point form, notable accomplishments, and/or awards) an 8 by 10 photo (often black and white, with 1 – 1 ½ inch white framing) that depicts the entire band with their logo overlaid, upcoming tour dates, press quotes (about the band in general, their live performances, or their latest release), a copy of their latest disc, and of course, your label’s business card. Just as your website, business card, and slogan work to “brand” your label, your bands’ press kits should follow suit.

Each one of your bands will, of course, have their own distinctive look, but the packaging (ie: the style of photography, the kind of folders used, the general layout of materials etc.) in which they are presented should work to draw an association back to your label, and ensure continued business dealings, even if one of your bands decides to jump ship. A simple means by which to accomplish this is by including your label’s logo as the header, and contact information as the footer on every page included in the kit. Not only will this establish part of the standard format in which you represent your bands, but it also makes your contact information easily accessible should someone accidentally misplace your business card.

In conclusion to my series on starting your own label, I would like to leave you with a final bit of advice derived from my own experiences. People often get caught up in the excitement of their own ideas, and convince themselves that they have superhuman capabilities. They take on more and more and more, but eventually they reach their breaking point, and had they just set out a sensible plan of attack from the beginning, they never would have found themselves in that situation. Take it from someone who once attempted (successfully, if you don’t count my consequent mental breakdown and physical fatigue) to book all of her own shows, do all of her own publicity, negotiate all of her own business deals, while performing several times a week, working part time, and attending school- you cannot do it all of your own, and even if you can, it will eventually catch up to you. Creating a successful business not only takes time, and perseverance, as well as band of reliable associates willing and able to help you with everything that it entails. Do not underestimate how hard it will be (hundreds of indie labels go defunct every year), and do not overestimate your own abilities. Do your homework, start out slow, and do not rush success. After all, everything that is worth fighting for is always a challenge.

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.

Vol 3, Issue 16: Starting up Your Own Label Pt #3: Getting Your Infrastructure in Order

Upon making the initial decision to create your own indie label, there will be a ton of subsequent choices you’ll need to make right from the get-go. For instance, do you want your label to represent your act solely, or in the future (once established), do you plan on reaching out to other indie artists and creating a label family of your own? Do you want to cover all of your own services such as booking, and publicity or do you want to make alliances with pre-established firms to whom you will outsource these jobs and establish a commission agreement per booking? Will your label be territory specific, and make arrangements with other indies to cover international waters, or will you claim authority over all jurisdictions? These are just a few examples of the kind of questions that you will need answers to.

As with everything, there will be advantages and disadvantages to each arrangement you consider, but what’s important is knowing your own capabilities, and setting realistic standards. So, with that in mind, even if your eventual aspiration is to create an artist-run family of your own, similar to that of Ani DiFranco’s Righteous Babe Records, you need to take it one step at a time (don’t bite off more than you can chew). Aboveall, to ensure that you maintain a strong positive reputation, and don’t burn a lot of bridges along the way, before you decide to take on the responsibility of anyone else’s career, you absolutely, 100%, need to ensure that your own shit is in order.


Selecting a Name
So, at this point, I’m sure you’re wondering, where do I begin? Well, after you’ve established your network, got your funding in order, and have drawn up a working business plan, your first order of action is to start reputation building. You need to first name your label, and then, more importantly, work on establishing your presence. For me, the name of my label was obvious - it came directly from my band’s name, and it represented the fact that if I should ever expand my enterprise to assist other artists with various management and label services, I wanted it to be clear that my goal was to work solely with women in music; hence, HER Records. For some of you, it may not be that cut and dry. But, just like with naming your band, you need to put a lot of thought into what kind of message you want to elicit, and you also need to make certain, ESPECIALLY in this case because you’re establishing an actual registered business, that you are NOT infringing on copyrighted territory. In three words, do your research!


Business Basics
Once you’ve reached consensus on your label’s name, I highly recommend applying for a GST vendor’s permit through Revenue Canada, registering your business through your lawyer and/or accountant, and opening up a business bank account at your local financial institution. Running a band sloppily is one thing, but once you’ve got a working record label, you need to make sure your files, expenses, and profits are in tip top shape for three main reasons:

1) you will have monetary obligations to others, and need to keep record of all transactions in the event of a dispute

2) it is quite possible that your business could get audited and

3) if a major label decides to pick up you or one of your other artists, they will require a record of past sales, and successes for marketing purposes.

Suffice it to say you will start feeling a bit like a baglady every time you insist on getting receipts for each purchase, but you’ll need them to be able to deduce when your business has started to profit (ie: when you will actually be able to pay back loans and/or pay yourself as an employee), and it’ll also come in handy, for tax purposes, to keep track of all of your expenses because if your bills far exceed your income, you will be taxed at a lower rate.

It is also recommended to apply for a low interest credit card as many services you may require in the future (such as reserving hotel rooms in different provinces/states for cross-country tours) can ONLY be done through valid credit card accounts.

Additionally, it will be essential to make sure that you are in good standing with the necessary Canadian artist associations, as well as royalty and sales tracking services that you will require regular use of throughout your endeavours including SOCAN, CMRRA, SAC, AFM, and Soundscan (membership, in most cases, cost money).

Finally, before you are ready to release any albums, it’s a good idea to already have working versions of your online stores in order so that all you’ll have to do is put up the product at your desired time of release, and you won’t face any potential delays with distribution. Literally, everyday the amount of places online where you can sell your music for a nominal fee are expanding, and I recommend making your label and its artists’ releases visible on as many as possible, but if your budget is limited (which I’m sure it is) the online and in store indie friendly distribution services that you’ll definitely want to take advantage of include: Indiepool, CdBaby, Tunecore, Mxyer Ringtones, & Songcast. Creating accounts with Youlicense and Pumpaudio may also be something to consider if you are interested in potentially licensing your tunes for tv, internet, and movie projects in the future.


Working the Rep
At this point forward, any communications from your band to bookers, distributors, photographers etc. should be coming from your record label NOT a member of your band. From my own experience, I’ve found that it’s best to choose a gender neutral name that is fairly unassuming such as Sam, or Vic because, as much as I hate to admit it, the vast majority of bookers, and promoters with whom you’ll be interacting are men, and they’ll naturally assume you’re a guy too; thus leading them to treat you in a more respectful manner. You should give your so called label rep a last name as well (obviously not the same as any of your band members), and you should issue “him” a title such as Head of Promotions or Lead A&R representative depending on the purpose of your communications.

To cut down on costs (long distance bills are a killer), and simply to increase efficiency, I personally recommend doing as much as possible over email/the internet - whether that’s researching potential clubs for tours, setting up appointments, booking gigs, issuing press releases, or paying for services. If you decide to pursue this route, you’ll need to set up a label email address which can easily be accomplished through one of the several different free hosting services, that are at your disposal, including hotmail, yahoo, or gmail. Make sure when you are filling out the details for your email service that you do NOT put your personal name or birthday etc. under the information section because that is something that people can check, and you want to keep everything consistent with the name of your label rep.

Along the same lines, you’ll want to change your answering machine so that it informs callers that they are reaching your label’s headquarters, as some promoters and media outlets still prefer conducting business over the phone. If you want an example of what a professional answering service should sound like, call any reputable business after hours. Generally, it will be laid out as follows:

“You’ve reached ____ Records, home of (list your artist names). None of our agents are currently available to take your call, but if you’d like to leave a message after the tone specifying your reason for calling, the appropriate department would be happy to get back to you at their earliest convenience. If you’d prefer to reach us by email, you can do so at (email address). If you require more information on ____ Records and/or one of our artists, please feel free to visit our official website located at (url).” Thanks.”

For those of you who are perceptive I’m sure you noticed the above message made mention of having an official website for your label. When you first get started, and have yet to establish an extensive roster and/or list of services, a simple Myspace or Facebook business page (if done tastefully) will suffice. Once things start heading down a more professional route, you may want to consider buying your label’s domain name and actually launching a full scale website.

As for what should be included on your website, make sure you’ve got an overview of the label’s inception, the services it provides, its affiliates, its artists (with links to their official sites), and any sponsors it may have accrued. As well, it is absolutely necessary to include visible contact information detailing your full postal address, email, phone, and fax number (where possible) as, from my experiences as a journalist I can tell you that, there is nothing more frustrating then coming across a website on a subject in which you’re really interested which fails to list the appropriate channels to initiate contact.

One final note on communications: If you can get a fax machine and/or scanner, it will be truly advantageous because some items, such as contracts need to be issued and completed within short time periods and/or are of a confidential or delicate nature for which you cannot depend on postal services. Plus which, it’ll greatly reduce the amount of money you spend on mailing, which will likely already be a large expense of yours on account of the fact that, despite services such as Sonicbids, a great deal of venues refuse to consider bands for booking and media outlets refuse to consider acts for coverage, unless they receive hard copies of your press kit.

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.

Vol 3, Issue 15: Starting up Your Own Label Pt #2: It’s All About the Money

After you’ve assembled your army of professional business alliances (which you should endeavour to continue growing throughout your career), the next step is to get your money in order. With any business, start up capital is an absolute must as there will be many expenses, both planned and unexpected, that will pop up along the way. Considering that, aspiring musicians, rarely come fully endowed with thousands of dollars in inheritance money bestowed upon them by deceased relatives (in other words, we’re usually just barely scrapping by), learning how to budget and save up all of your pennies for rainy days, early on, is definitely a smart move. Under NO circumstances do you want to resort to taking out a loan from a financial institution as there are no guarantees in this industry (ie: though many will travel the path, few will succeed), and the interest rates alone are enough to solicit heart palpitations. Plus which, in all fairness, it’s fairly likely that you haven’t really established that great of a credit record at this point anyhow, so getting approved for a monetary advance from a bank is probably not going to happen. So, where are you gonna get the goods?

Well, whether you’re in a collective, or you’re a solo performer, instead of boozing it up after gigs, I highly recommend reinvesting, at least some, if not all of the money you earn from your appearances, both performance fees and merch sales. If you’re not quite at the level at which you are getting paid for professional gigs, no problem, instead, to get things moving, each of you can contribute a nominal amount (say $10 - $20) into your startup fund on a weekly basis from the salaries you earn at your current menial jobs, and honestly, you’ll be surprised how fast it’ll add up. If you don’t currently have a job, go out and get one, even if just at a fast food joint, you’ll need a steady source of income coming in.

A third option you have is to, as we did, find an investor for your company, but be warned, this is not an easy venture. Just as when you approach a company for a potential sponsorship, you need to have something to offer them in return, and as much as I support your dreams of being a revolutionary rockstar, that sort of pitch doesn’t fly with business people. Investors are interested in one thing, and one thing only: that being, to maximize their returns. Sometimes, they will have a soft spot for helping out artists, however, you will still need to have a professional pitch, a profit-sharing contract worked out, as well as a contingency plan for the worst case scenario. You also need to keep in mind that if you do choose to involve an investor with your company, that it is only fair that after profits have been attained (ie: you are no longer trying to break even on your expenses), they get paid first. Afterall, they were willing to sink funds into your dream when you had nothing, and if it weren’t for them, you wouldn’t have been able to bring your baby to life.

One last note on investors: please, if you take anything away from this piece, let it be this: do NOT, and I truly mean it, do NOT involve family members. As much as they love you now (and I’m sure they do), money changes people, and relationships. Though sex has been said to be the quickest way to ruin a friendship, I’d argue that disputes over money wreak havoc way worst than anything you’ve ever seen.

The final option you have for getting together the necessary start up monies for your business is to apply, through the provincial government, for a young entrepreneur’s business loan (see http://www.cybf.ca/ for more details), however, be aware that if your loan is approved, the government, until you have paid back the loan in full, will have authority as the primary shareholder (ie: they will own a larger percentage of your company). Additionally, similar to a bank loan, you would be expected to pay back the loaned funds, plus an agreed upon interest rate, within three to five years depending on the arrangement.

So I’m sure at this point you’re wondering, well what do I need all of this money for? Though I previously explained that there will be many expenses along the way, I agree, a more specific overview of what these expenses may entail, is necessary. Tune in next week for just that!

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.

Vol 3, Issue 13: The Booking Monopoly & Its Consequences for Concert Goers

As we learned over the past few weeks, the industry’s growing power, in the arena of booking, has major consequences for the indie musician. However, the effects of this latest attempt at monopoly do not just end there. Because booking agencies are able to limit and dictate the kinds of venues at which indie artists can play, as well as the level of bands with whom they can get booked, this also means that, from a crowd perspective, bookers, very much, have a direct role in informing our musical tastes and allowing access to the musical trends that we may or may not chose to consume.

Suffice it to say that this relatively small group of people are, resultantly, able to wield an unsettling amount of power within pop culture itself. Of course, one could rebut that the internet has broken down a great deal of the traditional barriers faced by the indie musician (ie: it’s no longer necessary to tour in order to form a following that spans continents) and in doing so, has allowed fans more autonomy in terms of developing their own music preferences (ie: by providing easy access to the obscure and the underground. It’s important to realize that, at one point, “out there” music could only be found at UK import shops).

However, despite this newfound access to original tunes and innovative acts, fandom, any musician will contest, still remains largely solidified through the concert going experience, and since booking agencies ultimately determine which concerts we are able to attend at convenient locations for reasonable prices, booking agencies are therefore directly involved with either condemning indies to become “flashes in the pan” that are only popular at their hometown venues, or accelerating their careers into super rockstardom. All of this, of course, from a music consumer point of view, greatly affects the concert going experience.

Result #1: Higher Ticket Prices
Money, just as in every other aspect of this industry, plays a huge role. Bookers want to make money, as do the venues at which the acts perform, but touring costs, especially if one’s show consists of elaborate pyrotechnics and multiple stage backdrops, are ridiculously high. How to solve this problem? Charge more for tickets, of course (ie: make the fans pay). But, as we saw with The Police and The Spice Girls’ latest reunion tours, this plan of attack can sometimes backfire. If ticket costs skyrocket, no one can afford to go, nor should anyone be expected to pay hundreds of dollars to see an act perform from the nosebleed section when you could get a better view from your tv set at home.

Result #2: Last Minute Cancellations Due to Poor Ticket Sales
Directly related to point number one, some folks simply cannot afford to pay triple digit figures for concert tickets, and well, some are just too damn smart to pay that much because they know, as well as you and I do, that a good chunk of that money doesn’t even go to the bands themselves. To be perfectly honest (and I’m sure I’m not alone on this), I’d rather see a band perform solidly without all of those bells and whistles that hike up their concert production costs. It’s of my humble opinion that if a band’s got to rely on serious special effects to make their show entertaining and action packed, then they likely aren’t that great at performing in the first place, and that’s not an act that I want to check out live. Technology, for better or for worse, has allowed far too many subpar musicians the ability to put out critically acclaimed music that said musicians cannot even come close to pulling off live.

Result #3 Mismatched Musical Pairings
This phenomenon, as I’m sure you’ve figured out already, relates to how bookers construct their concert bills based on the acts available on their roster and/or that of the label who has hired them to put together the show. As already mentioned, even if you’re a member of a great local act and your biggest influence comes to town to play at the JLC and you know that your music would be incredibly complementary to theirs, there’s little to no likelihood that you’ll be the ones warming up the crowd. Case in point: My Guns’N’Roses concert experience. Considering that London’s a mecca for truly talented hardcore, punk, and metal acts, it’s beyond my comprehension that I had to be subjected to a full 30 minutes of Mix Master Mike prior to seeing Axel in the flesh. But, on a rather sardonic note, it was somewhat amusing to see the poor D.J. get booed off the stage by a bunch of jacked up bikers sporting mullets. Though I’m sure, in a different setting, with a different crowd, the Mix Master could have “rock it like a hurricane”, but just as the above points have illustrated, the bookers really got what they deserved. They may be in the business of making our pop culture, but, as the saying goes, you’ve gotta give the people what they want, and rap at a hard rock concert just ain’t cutting it.

And Finally, Result #4: A Lack of Fresh Faces
Ever wonder why bands like The Stones, Aerosmith, & ACDC haven’t just accepted retirement already? Hey, don’t get me wrong, they are all still going strong, and in my experience, have put on some of the best concerts that I’ve ever had the privilege of attending, but I think, at a certain point in one’s career (well life in general), you gotta know when to quit, especially considering that there’s such an enormous new crop of artists who are dying for their 15 minutes of fame. I know our parents, especially, are thrilled to see their favourite teen idols living out their golden years still up on stage in the same leather pants they wore 20 years ago, but it kinda reminds me of how I felt when I heard about Ontario’s mandatory retirement law being eradicated. If we continue to allow the geezers of r’n’r to entertain audiences until, quite literally, they drop dead, when it finally comes to the time for the next generation to take over, they will be ill-prepared, inexperienced, and unable to live up to the same standard. Personally, I’d rather see a gracious passing of the torch.

As our discussion of booking agencies has revealed, not only are indie musicians victims, but as well, music lovers, in general, are increasingly suffering from the blow. If you, as music consumers, want to continue to be able to have choice and not have your preferences dictated to you, do us all a favour - show your local indie musicians some support, and that my friends, consists of more than just sleeping with them.

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.

Vol 3, Issue 12: How Booking Companies Work to Keep Indie Artists Off the Main Stage

As established in our discussion last time, the latest tactic that the industry has adopted in order to maintain its hegemony within the biz’s changing climate has its roots in booking practises, and derives its strength, just as previous music business practises have, through the creation of a system based on exclusivity. As much as I, a proud DIY advocate who singlehandedly managed to book two successful North American tours for my own band, hate to admit it, in reality, because of the structure of the industry, truly, there is only so far an indie act can go on their own. In today’s economy of corporate conglomeration, if you’re looking for that super rockstardom, whether your band is composed of ladies or gents, it is inevitable that, without an inside connection, you will eventually collide, face-to-face with the music biz’s “glass ceiling”.

Aside from the enforcement of the “no unsolicited materials” policy which is held by most of the world’s predominant booking agencies, the internal politics of these companies dictate that the support slots for any major bill are to be granted to lesser known acts from the same label and/or booking agency family, therefore disallowing the consideration of any outside indie bands (even if their genre would be more complementary to that of the major act’s and, even if they’ve established a strong local following in the concert area). Likewise, when you see listings of obscure bands of which you’ve never heard on major festival circuits, like that of, The Taste of Chaos concert series, you can bet on pretty good odds that again, they were already somehow associated with the headliners.

If you think that you can supercede the powers that be (aka these booking companies), think again, as unfortunately, a vast majority of the large concert halls responsible for bringing acts like ACDC to crowds of 72,000 are actually directly affiliated, if not owned by the booking companies themselves. LiveNation, for example, after their acquisition of the House of Blues in 2006, is now the proud owner of over 160 venues worldwide.
For the few companies, such as Canada’s Agency Group and SL Feldman & Associates, which are willing to consider reviewing material from an act with whom they have not yet established a business acquaintanceship, this does not mean that getting picked up on their roster is as easy as just sending in a professional press kit (and, well, crossing your fingers).

First off, the fine print on both of their sites explicitly outlines that they will not consider your act unless you’ve already established a substantial following, and have gigged around extensively. What this means in translation is that you likely would have already had to release at least one full length which has consistent sales, received a decent amount of radio, if not video play, and as well been around the block, for at least a few years, before they will even contemplate giving your materials a once over (ie: they don’t want to do the hard work for you).

Secondly, from my own experiences, I’ve noticed that booking agencies tend to shy away from signing punk, metal, and generally hardcore bands which may be deemed offensive because these forms of music tend to be “acquired” tastes, and therefore don’t have as strong of a profit-making potential. (Again, folks, I hate to reiterate, but it’s essential that you realize that everything in this industry ultimately comes down to dollars and cents.)

Thirdly, because although there are lots of companies out there “claiming” to be legit booking agencies, but realistically, there are really only a select few who control about 80% of the marketplace, having your material reviewed will inevitably be a lengthy process, and by that I mean, it may take several months to almost a year just for your package to arrive on the appropriate person’s desk, let alone be assessed. With that in mind, it’s important, that if you do wish to attempt, in the words of Jim Morrison, “to break on through to the other side” (of the glass ceiling, that is), that you specifically address your package to the agent who already works with artists who are comparable to your genre of music.

From all of the aforementioned details, as I’m sure you’ve deduced for yourself, if you thought achieving label representation was difficult, obtaining a booking agent is in a whole nother ball park; the reason being that control over all of the world’s major concert events in is in very few hands, and so, said companies can afford to be extremely picky with whom they chose to represent.

Booking agents typically get a flat fee for each show they book, and receive additional compensation derived from a percentage of ticket sales, and so, they are only going to be interested in working with you if your act is a guaranteed strong investment. Additionally, upon being signed, booking (promotional companies in general), often expect their newly sign artists to sink in funds into areas that they feel are a concern in order to up the band’s market appeal. These investments are expected to be made, irrespective of the fact that bookers offer no guarantee that they will be able to get the act touring opportunities.

With all of that being said, if you’re interesting in trying to reel a booker in, here are a few quick last pieces of advice:

1) Do you homework: Learn about the various companies and see which one best suits your needs in terms of both its booking capabilities as well as the genres it represents

2) Make a direct contact

3) Rather than sending out a press kit and waiting agonizingly for it to be reviewed, I suggest inviting your booker of interest out to an important live performance (cd release party, or a slot at a national conference) so that they can see you in action, and you have a chance to make an in person connection. However, if you are going to go down this route, make sure you are ready (and I mean REALLY ready) because you’ll only get one shot.

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.

Vol 3, Issue 11: The Changing Face of Record Deals: An Inside Look at the Industry’s Emerging Strategy for Maintaining Monopoly

As alluded to by various comments made on behalf of both myself, and several of this year’s interview subjects including Alan Cross, and Carla DeSantis, the face of the industry, moreover, the face of the record deal is changing. The monopoly that major labels once held because of their exclusive ability to offer artists worldwide distribution, and unmatchable promotional opportunities simply cannot compete in the age of the internet in which artists, because of their newfound accessibility to unlimited online resources and opportunities for networking, are able to become self-sufficient. Put blatantly, what’s the point of signing with a label (which may necessitate giving up a substantial share of your profits, and quite possibly having to sacrifice your artistic integrity) when with the simple click of a mouse, one is able to access both exposure to a worldwide audience and dissemination of one’s products across the globe free of charge, or at the most, for a nominal fee, while maintaining complete songwriting ownership and control over one’s image?

Though some will argue that traditional record labels still provide superior retail distribution attesting that indies are unable to get shelf space without having a) a huge following in the area which will guarantee sales and b) a large promotional budget which will allow them to do store tie-in events, this argument fails to acknowledge that many majors, such as Koch for example, because they can’t afford the risk of taking up shelf space unless the product is guaranteed to move, have actually gone strictly to catalogs for their up and comers. Thus, they are once again unable to provide you with anything you cannot get on your own. And so, as can be expected, the music biz’s business model which has ruled the day since the 1890s, has had to change with the times.

In order to maintain relevance during this state of transition that is rattled with illegal downloading (and hence, fewer profits to be made off of disc sales), label scouts and business professionals alike, needed a new plan not only in order to stay in business, but also to ensure that “the suits” would not lose their position of privilege and power. The plan: to zero in all efforts towards the one domain in the biz within which artists can only go so far on their own; that being, booking, and the secret weapon: a little thing called, “no unsolicited materials” (ie: you cannot submit any promotional materials without prior request or without an inside connection to the firm in question). For those of you who’ve attempted to get on the bill as the opener for a major act such as The Foo Fighters, you’ll be all too familiar with those three heartbreaking words, and all of the bureaucratic b.s. that goes along with them. The leader of the pack in this venture is a little known company (note the sarcasm) that goes by the name of, LiveNation (originally a subsidiary of Clear Channel Communications, a highly influential U.S. media conglomerate), a brand that any regular concert goer will recognize as gaining increasing omnipresence on just about every advert for any major event. But, before we get into the nitty gritty of what exactly it means to be signed to one of these company’s rosters, such as that of LiveNation’s, a brief overview of how the traditional major label record deal works, is in order.

Generally speaking, traditional deals with major labels allow musicians to strictly focus on being performers (ie: publicity, management, and booking is all taken care of for you), however, these gratuities do not come without a hefty price. Though details vary from contract to contract, artists are conventionally signed for at least a few years in which they are required to release a specified amount of works, and the vast majority of profits (in some instances, upwards of 90%) earned off of all sales relating to their musical compositions are awarded solely to the label. The artist is expected to tour and attend promotional opportunities in order to market their works, and any profits earned from touring (which are, at best, only about 5 - 10% considering the high costs associated with funding transport, stage crew, special effects etc.) as well as any monies earned from the sales of merchandise belong wholly to the artist. Additionally, if licensing opportunities should be presented to the artist, the label’s commission on said negotiations is usually about 15 - 20%.

So up to this point, it may seem as though these deals are somewhat mutually beneficial - there is give and take on both ends of the bargain- however, there’s an all too often undisclosed catch that cannot be understated in terms of its importance: in these deals, if the artists’ musical compositions fail to achieve commercial success, any upfront resources that were granted to the artist in order for him/her to partake in recording, and/or marketing his/her products will be owed back to the label in full!

So how have deals changed due to the infiltration of companies like LiveNation? Well, as previously explained, traditional major labels primarily focused their energies on pushing units (ie: records, cassettes, compact discs) in order to generate profits. Because fewer and fewer music consumers are actually purchasing legitimate copies of musical works, profits in this area have, understandably, greatly subsided. Consequently, deals with companies like LiveNation not only demand a substantial chunk off of sales of musical works (however, in most cases, without the catch of loss of songwriter ownership), but as well, now infringe on territory that used to solely belong to the artist: that being, touring and merchandising because as noted by Fortune Magazine, the majority of earnings achieved (over 75%) by current major artists come strictly from these two domains. However, it’s important to realize that LiveNation’s cash flow margins on tours average a slight “4.3%”, and thus its not surprising that the company is continually seeking to expand its horizons in order to bolster its profit making potential.

In an effort to eliminate the need for record labels and/or just about any other external company that has traditionally been required to properly launch and manage a major artist, in its contracts, LiveNation has sought to gain control not only over its artists’ touring arrangements, and catalogs, but as well its artists’ web presence, publicity, merchandising, and videography. Further, there have been recent talks discussing LiveNation’s involvement in negotiating licensing and publishing deals on behalf of its artists in order to get a cut off of their royalties.

In order to seem as though the deals they are presenting are “fair”, those artists specially selected to be recruited for LiveNation’s roster are often offered obscene amounts of upfront money, like that of Madonna’s 10 year contract estimated at a cool 120 million. Despite all of the signs which indicate LiveNation’s totalitarian aspirations, the company’s President and CEO Michael Rapino, maintains that they merely fulfill the duties of a music promotional company and nothing more.

So what does this mean for the indie musician? Moreover for the music consumer? These are topics that I will tackle in the next few weeks.

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.

Vol 3, Issue 10: Sexism in the Music Biz Conclusion: Working from the Inside Out, Spotlighting Three Female Forces Who’ve Made a Difference

When life throws opposition in your direction, you can either stand your ground or sulk in a corner, and though expelling angst has its proper time and place, I’m sure you’ll all agree that very little has ever been accomplished, in terms of progress, from the mere shedding of tears.

In choosing to pursue the former resolution, that being to challenge the barricades which are poised before you, there are two distinct methods one can undertake: 1) to bulldoze through the front gates with weapons a-blazing or 2) to unassumingly gain entry through the backdoor and to change things from the inside out. Of these two strategies, though I’m all for putting up a strong front, in the business world, it is the savvy and perceptive individual who is able to recognize that the latter plan of attack will bring into fruition the most desirable results.

Though the “sexism-fighting” contributions of popular artists such as Sarah Mclachlan and Shiragirl with their Lilith Fair and all girls Warped Tour stage respectively, are commendable and have worked to carve out niches for female artists in performance venues, neither endeavour did much in the way of shaking up the industry’s male-dominated infrastructure. At the end of the day, these artists were still left playing within a man’s game. Further, often times, in-your-face efforts, such as these, have perpetuated negative “man-hating” (and lesbian) feminist stereotypes, rather than actually addressing the real issues that feminists fight for: those being; equal access and rights for all, irrespective of race, gender, or any other minority difference. Consequently, over the years, as one can imagine, the fem rocker has garnered what Joan Jett refers to as a bit of a “bad reputation”.

Taking note of their own industry battles as former “rockstars-in-the-making” and learning from efforts such as those aforementioned, three fiery ladies from the US recognized that change needed to work with, not in obstruction of the prevailing music marketplace. Frowning upon cattiness, and instead, encouraging female friendly communities and collaboration, the real forces behind a move towards ending gender discrimination in the music biz are unsung business women: Tish Ciravolo, founder of DaisyRock Guitars, the first ever guitar manufacturer to specialize in creating lightweight and manoeuvrable instruments with female physiology in mind, Carla DeSantis, creator of RockRGrl Magazine, a national music rag strictly devoted to featuring female rockers as its name suggests, and in fact, the very first of its kind, and finally, Madalyn Sklar, the brains behind the online female artist community, GoGirlsMusic, which assists artists in establishing networks, generating exposure, and obtaining performance placements at some of the world’s top annual music conferences. Not only have these three women managed to gain greater respect and recognition for “chicks with picks”, but as well, they have empowered females not to be afraid to pick up an electric and rock it with the best of them. For my final instalment on sexism in the biz, I was lucky enough to catch up with all three of these inspiring women. Below is a compilation of some of our significant points of discussion:

When asked whether they still felt sexism was still a relevant issue facing contemporary female musicians, Tish, Carla, and Madalyn responded in unison with a resounding yes. Though they all agreed that the indie market allows for more freedoms, and acceptance, amongst the majors, the beliefs concerning how to market women artists, in their eyes, have remained relatively unchanged, and the ever increasing global conglomeration of these labels is only making the problem worst.

In Sklar’s view, the male label reps aren’t interested in taking on anyone that is over 21, and unwilling to market herself as a sex kitten. However, she believes, that the labels aren’t exclusively at fault. In fact, Sklar contends that female artists, often just as much as the male reps, buy into the “sex sells” mantra, and consequently, it’s proving more difficult to disrupt than one would have hoped. But, this is not to say that a woman shouldn’t embrace her sexuality and be proud to flaunt it like Madonna. All three ladies, admittedly, purport Ms. Ciccone as being highly influential, and groundbreaking in terms of her business skill and staying power. The difference, as DeSantis points out, “is that you know that Madonna is in charge – she’s not anyone’s puppet.” On that note, all three ladies chimed in that the most important thing for any artist, whether male, female, independent, or major, is to remain true to themselves, stay positive, and to listen to their inner critics.

As for the business side of things in the music biz, Carla and Tish offered their own personal examples as corroboration that sexism is still alive and kicking. When the first issues of RockRGrl were launched, DeSantis explained, that it was automatically assumed that the magazine was aimed at the gay community, and was anti-men. In fact, some female rockers outright refused to be interviewed because they didn’t want this sort of association hanging over their heads. Likewise, when DaisyRock introduced its product line, Ciravolo received a seemingly unending mountain of hate mail that blasted her for having the “ridiculous” idea that girls should have their own instruments. Seven years later (and after a great deal of success I might add), she quips that the very guitar companies that criticized and lauded her for conveying the myth of the pink guitar have now ripped off her ideas…Go figure. But enough of an introduction:

The point behind these stories that I want to emphasis is this: rather than dwelling on the adversity that each of them has had to overcome due to their visionary efforts, Tish, Carla, and Madalyn’s dialogues were full of hope, strength, sincerity, and compassion; skills that are praiseworthy for both rockstars and corporate suits alike.

Though eradicating sexism (and building a female-friendly music community in doing so) is clearly at the forefront of each of their enterprises, Tish, Carla and Madalyn’s efforts expand to encompass helping all independent artists by offering up the knowledge that they’ve acquired from their own experiences. As spokeswomen at several important music festivals, all three women are concerned additionally with the bigger issue at hand: that of the crumbling music industry. But, instead of evaluating the music biz’s current climate of illegal downloading and industry corruption as a downfall, Sklar believes that the “music industry has been headed down the independent, do‑it‑yourself route for sometime now, and [with the changes that are being forced to take place], the playing field is becoming increasingly levelled each day - you don’t [necessarily] need a label to get noticed anymore.” For Sklar, it’s an exciting time to be an indie artist, and though the future of the music industry’s infrastructure is uncertain, both Tish and Carla agree that music will always be around, with or without the bigwigs. To this, DeSantis adds, that essentially the record labels are getting their just desserts: “they pissed off their consumers by demanding that we buy expensive albums that only contain one or two tracks that we actually care about. The labels didn’t work with what the customers wanted and now there’s a karmic debt to be paid.”

As evident by this statement, DeSantis clearly feels that the major labels’ lust for capital has been the most detrimental force in deconstructing the industry. She went on to note that the fact that contracts in which artists are only entitled to a mere 2% of their albums’ takings, yet are required to entirely fund their own touring operations, can exist, acts as further evidence supporting this assertion.

For Ciravolo, the biggest sin ever committed against artists by the corporate music biz falls into related territory: that being, the lack of regard for artistic development and creative growth. In her view, we’ve gotten to a point where musical talent and/or merit are not considered prerequisites to superstardom. It’s become all about pre-packaged marketing ploys meant to play to the lowest common denominator, and generate a quick buck.

However, in saying all of this, DeSantis is quick to reiterate that, “the industry sucks, but it has always sucked, and the key to success is simply to find likeminded, trustworthy individuals, and to build your own community of support.” She was also adamant about explaining that due to the current predicament with which the music industry is entangled, “complaining about how bad things are for women is like trying to save the people on the 4th floor of a building that is on fire. The system is so broken and in flux that it is not necessarily any worse for women than men [in the grand scheme of things]. Everyone is facing a hard time [which can definitively] be routed to bad business practises.”

As some final offerings of advice for the aspiring artist, Sklar encourages to not be afraid to take advantage of every opportunity that comes your way, and Ciravolo endorses being proud and confident of your art, however “un-mainstream” it may be.

In closing, it’s interesting to consider that all three of my interview subjects were unable to name just one female in rock history whom they deemed as being the most influential which indicates to me that they are tons of great examples out there, you may just have to dig a little deeper. In my opinion, this makes perfect sense, because if life’s taught me anything, it’s that things that are the most rewarding, fulfilling, and worthwhile never are obtained without a challenge. In relaying the views of these three rather impressive ladies, I hope to leave you with the promising thought of a future in which musicianship is judged purely based on one’s talent, and nothing more. I know that this is a goal these women and others are working towards; and an admirable one at that.

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 3, Issue 9: Sexism in Music Pt II: Dissecting Discrimination Toward Women Rockers in Its Many Forms

As revealed last week, despite serious efforts made by both artists and industry professionals alike, unequal treatment, offensive stereotyping, and degrading presuppositions regarding their musical abilities remain current challenges confronting women who venture into the male-dominated ranks of rock’n’roll. Not only are fem artists faced with a lack of acceptance from many of their male counterparts who are intent on maintaining their exclusive hegemony over hard-hitting musical genres, but as well, record execs, in general, have a fairly singular version of how to market women in rock bands which usually consists of an unruly amount of emphasis placed solely on their sex appeal. While Chad Kruger, frontman of Canada’s Nickelback, can get away with being voted, “The Ugliest Rockstar” by several publications and still achieve album sales in the millions, the same cannot be said for any women rocker of similar calibre.

Some “chickrawkers”, in an effort to battle these issues head-on, advocate playing down their difference in order to achieve admission into the all boys club of rock, while others have taken a stand, embracing their femininity as a source of strength. Both positions, in my opinion, are equally justified, but clearly, as this problem persists, neither offers the complete solution.

To elaborate on why sexism in the music biz seems to have such staying power, I’ve invited fellow rocker, former music critic, and my dear friend with whom I’ve shared the stage many times, Ash Keenan, frontwoman of Toronto’s hardcore punk project Warbride (formerly Bukkake Katholik), to share her thoughts. Here is what she had to say:


Aspect One: Gear & Technical
One of the fastest ways for a female band member to get dismissed as vacuous eye-candy is to not know her gear. And truly, from experience, that know-how doesn’t come as readily to the ladies. Speakers, wattage, Ohms, DI’s, mixers – it feels like a foreign language. When I hear the menfolk talk, it’s as if they went to a secret rock band camp. In fact, I have a theory that this fantasy isn’t far from truth.

Consider this: there aren’t a lot of moms out there with music tech experience but there are a whole lot of dads, and while, girls, as teenagers, are looking to get laid and doing so successfully with older guys, the awkward, sexually-repressed, pizza-faced boys have cloistered themselves in the ‘cool’ parents’ basement where they form bands and talk shop. It’s no wonder that by the time rock boys and rock girls are getting serious about forming and succeeding in a bitchin’ rock outfit that there is a very distinct and divisive difference in technical knowledge. And since it’s both easier and more advantageous to exchange knowledge than to teach it, the dudes continue to talk amongst themselves, unknowingly but effectively ostracizing the dude-ettes. And by that point, why shouldn’t they? It’s obvious they’re not interested in that stuff anyway. A very wise and worldly soundguy I know sums up the male attitude thusly: “teach a woman to fish and she’ll go buy shoes.”


Aspect Two: Composition
Compared to other aspects of the industry, writing is probably the area where men and women are on the most level playing field. However people still associate female songwriters with the more accessible, laid-back, love (or hate) obsessed ‘feminine’ singer/songwriter. A handful of times I have walked in on a conversation where a guy is complimenting one of my band members on his songwriting. When said band member explains that I’m the one he should be complimenting, it’s always been the same weird reaction: the compliment flees the conversation, replaced by a facial expression somewhere between confusion and contempt. It’s so strange. I mean guys, let’s keep in mind that rock ‘n’ roll evolved from the music of slaves, and if, to quote John Lennon, “woman is the slave of the slaves,” shouldn’t women be quite capable of rock composition? Is it that hard to conceive that the fairer sex can express the gravitas of the human condition in the aggressive manner it deserves? Hey, by that logic, aren’t white males the least likely to be able to truly rock? But enough of semantics; let’s move on to the third, and possibly most difficult category.


Aspect Three: Performance
A female performer must be significantly better than a male counterpart to garner the same amount of praise – believe it, it’s true. Like with the other areas discussed, there is an audience assumption that the woman just isn’t gonna cut it. When a guy onstage is impressive it’s par for the course; applause & shouting, some throwing of the goat, a post-gig pat on the back. When a woman kicks ass, there’s a required suspension of disbelief. When people are not willing to do that, well, they just don’t believe it. Often they’ll find any reason to defend their position: “yeah that band is okay, but it’s only getting attention because of the hot chick lead singer (or the like)” is a favourite rock-crowd sound bite. The worst part is that often this petty logic is actually true.
There aren’t enough women in rock bands to get a true percentage, but from what I’ve seen and heard I can formulate with some confidence that the greater the amount of tit-shaking, the lesser the quality of music. Why this is, I can’t really say. It’s as if the endowed band member realized that the band sucks, but if she takes the twins out for a stroll, the audience will still react as if they are decent musically. I know I’m pretty spellbound by the heaving, undulating onstage cleavage. I mean who knows when you might catch some nipple. All hail rock’n’roll becomes hooray for boobies.

If you pit a great song against a nice pair of jugs in a predominantly male audience, put your money on the jugs. It’s not that a woman shouldn’t have the right to dress like a five-dollar crackwhore whenever she pleases, but we’re talking about music here, arguably the greatest thing on earth. When it’s great it requires no distraction and should be treated with the utmost reverence.


The fact that an article on sexism in the music biz ends with a discussion on tits may indicate how far we haven’t come. But all in all I hope, like so many other professions, it is getting better. Even if women still have to press their ear to the door of the boys’ club, maybe one day they’ll have a key that they can pass down to their daughters. Imagine, a mere few decades from now, a rock’n’roll culture where gender is equally represented - a sea of sleazy female tech dudes, a bunch of skirts grab-assing in the dressing room, perhaps even a phenomenon of hot male groupies. Ah, that’s a world I want to be a part of.

To that I say, Ash darling, I couldn’t agree more.

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 3, Issue 7: Drugs = Bad for Business, but Good for the Soul?

Despite the fatal health risks associated with substance abuse (including, but not limited to death!), not to mention the high probability of finding out that you fathered a child years after a forbidden drug-induced affair and that said child has been told that someone else was her daddy since birth because, let’s face it, addicts don’t make good parents (happened to Steven Tyler, could happen to you), as we learned last week, the “marriage” between drugs and rock’n’roll, although obviously a rocky one, has been longstanding. And as for the sex part of the equation? Well, just as alcohol has the wondrous effect of lowering one’s inhibitions (translation: makes you act like a slut), drugs do even more to get your mojo a-kicking. Hence, all of the stories of weird (and often disturbing) hookups that you hear about, like that of David Bowie and Mick Jagger!

Partly because of the fragile nature of most musicians, but mostly on account of how the industry itself is structured, this unfortunate image of the “true rockstar” continues to be perpetuated from generation to generation creating serious consequences (and pressures) for the up and coming musician. It’s quite a rep to live up to, and of course, the media’s glamourization of this lifestyle as being the epitome of “rock’n’roll” doesn’t help either. However, I would be a hypocrite to assert that all of the excesses of our past rock’n’rollers have left us with nothing of value. In fact, some of my favourite artists including Jimi Hendrix, I know with absolute certainty, have been inspired from drug-induced states and/or written in response to having one too many close calls with The Reaper, himself.

As pointed out by fellow musician, and my close personal friend, Jesse Tomes, there is a difference between drug use and drug abuse, and in Tomes’ opinion, the artists who’ve been successful in mastering intake moderation are those who have been able to utilize the effects of narcotics in a positive way through their art. No one can argue that Pink Floyd or the later records of The Beatles (which some purport as their greatest work) would have ever come into fruition without the assistance of certain illegal substances. The Beatles, for that matter, even came right out to say that they “got by with a little help from their friends,” - the same friends with whom, as the song states a stanza later, they got high.

But on the other side of things, despite Tomes’ arguments, I would still suggest that there are far more examples of drugs gone wrong as illustrated by the ever-growing population cited on what’s been called, Music’s Most Infamous Death Club, a list of entertainers who’ve lost their lives at the tender age of only 27 years. Further, even for the recovering addicts who managed to miss the bullet earlier on, it’s not as though they are shining examples of health today. Let’s be honest, Keith Richards looks like a walking zombie ready to keel over at any minute, and as for Ozzy, no one on earth can understand what the hell he is saying except for his devoted wife, Sharon (bless her for putting up with him). Despite the fact that both of these icons of rock used to flaunt their bad boy images (and everything that these personas entailed), during interviews, I’ve heard both of them denounce their past behaviour(s) because of the crippled states that it has left them in today. Unfortunately, irrespective of both Richards’ and Osbourne’s acts of penance, the image of the drugged up rocker still remains “the image of cool, and this has devastating consequences for up and coming artists; just look at what recently happened to The Pink Spiders, a Nashville-based band who many labels saw as “promising” just a few years back; in fact, there was a bidding war to sign them.

Like so many previous surefire bands, they fell victim to excessive drug use, and royally fucked themselves out of ever having a shot at fame. The all too familiar story went as follows: record exec saw young talented act, and decided to make them an offer of upfront cash that they could not refuse. Being young, idealistic, and unaware of the fact that upfront monies are required by contract to be paid back if their record sales failed to impress their label (information they could’ve read in their contract if they weren’t messed up on drugs), the band then went and blew all of their cash on yet more drugs and other equally noxious vices. The record label pressured the act to put out hit after hit (in shorter and shorter timeframes) and the touring schedule was continually added to until it seemed endless. Shows started to get sloppy, and consequently, ticket sales diminished. Soon, the upfront monies started to run out, and incoming profits reached an all-time low. Inter-band turmoil mounted, members need to be replaced, and finally it all came to a screeching halt when the label decided that they no longer wanted to invest in the act, and that all of the previously conferred monies were to be re-imburst immediately or litigation would be pursued. The remaining members tried to regroup and make amends with their previous business contacts, but the label had already moved on. The band members, are now struggling to find any job to pay the bills (usually, most musicians who fall victim to this circumstance have also unfortunately failed to achieve higher than a highschool education), and will likely remain indebt to their label well into their elder years. All songwriting credits are now owned by the label, and any residuals that could’ve been made from licensing are lost.

If that’s not convincing that drugs are bad for business, I don’t know what else would be! Suffice it to say, drug use makes you vulnerable to manipulation, and clearly record labels aren’t too low to take advantage of this weakness (whatever makes for more money right?)

Irrespective of cases such as the one just described, the problem, in Tomes’ view, is not drug use in itself, rather, it is the fact that we rarely hear about the cases of constructive narcotic use; something he blames on the media’s love for sensationalization and scandal. According to Tomes, because the slant is biased in favour of depicting “rockers of rehab”, drug abuse is normalized, and addiction as a lifestyle comes to be seen as a required component to making music for a living.

Tomes believes that the vast majority of the population (clearly, myself excluded) actually participates in drug culture, in one way or another, including our lawyers, our teachers, and the members of society whom we deem as “functional”, but this remains a little known fact because most people, as a result of moderate drug consumption, don’t do anything wrong while “high” on life. Further, Tomes argues that proper drug use, regardless of whether you are a musician or not, can aid in meditation, spiritual growth and enlightenment - practises that I too agree are positive and important in regards to maintaining a balanced psyche.

Regardless, the choice is clearly YOURS. As demonstrated, there are benefits (if done properly), and consequences (if not) to the practise of narcotic consumption in the music industry. Though, as I stated at the beginning, many of my own favourite artists have been serious doers of drugs, I do wonder whether drug-induced art may limit one’s audience. As someone who prides herself on trying to maintain high esteem for all of the artists of the past who’ve revolutionized what we know today as the music industry, I still myself struggling to really “get” psychedelic artists like Pink Floyd, or their musical offspring, Tool. Maybe I should take a trip down to Kansas with Dorothy while grooving to the soothing tunes of the “Dark Side of the Moon” and consuming a little LSD. On second thought, maybe not. After all, I firmly believe, musical genres exist to appeal to everyone, and clearly, not all genres are meant to be “gotten” by everyone equally.

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 3, Issue 3: Do Entertainers Have an Obligation to the Public to Address Social & Political Concerns?

When it comes to issues of personal responsibility and one’s greater impact on their fellow human beings, I’m truly an existentialist at heart. Not to get too philosophical on all of you, but music and philosophy really do have a lot in common when you think about it.

The very first “rockstars”, if you will, were truly the rhapsodes of the ancient times that traversed from polis to polis spouting tales of mythical heroes and their conquests set to the gentle tune of the plucking strings of their lutes. While this depiction is far from that of, say, Axel Rose, at its very root, there is a striking similarity. Just as the rhapsodes were storytellers who were compelled to captivate audiences with their words in hopes of both inspiring them and providing for them a form of escapism, our modern day musician very much has the same power within his grasp. Unfortunately, to a greater extent within today’s industry, the initial aim of the rhapsodes, that of, stimulating contemplation amongst their crowds, has been all too forgotten consequently leaving us subjected to music that rarely has meaning.

To return to my initial statement regarding my personal beliefs about existentialism: for those of you unfamiliar with this philosophy, please allow me to briefly (and yes I mean briefly), summarize: An existentialist is one who believes in the acceptance of personal responsibility for all of his/her actions. He/she contests that one must be thoughtful in all of their choices and behaviours because of the inter-connectivity of all of human nature. The existentialist holds that if one is to partake in a particular action, just by simply committing the act themselves, they are in essence telling the rest of the world that it is okay for everyone else to act in the same manner. Therefore, if one allows themselves to behave towards others in a rude and obscene way, they should not be surprised if others act similarly towards them as their own behaviour has dictated to everyone else that acting in such a way is perfectly acceptable. So, I’m sure you’re wondering now how this relates to music?

Well, it is of my humble opinion that, if one has been granted the amazing opportunity to live in the public limelight and obtain at their convenience all of the luxuries which such a lifestyle affords, then it is absolutely their responsibility to society to embrace this sort of existential perspective for a number of reasons.

For starters, our society is one that values wealth, fame and beauty, and as such, those who possess these qualities also possess a great deal of influence and therefore the power to make a difference. It is not only their direct participation that can contribute to change, but as well by participating in worthy causes or campaigns, they will influence others to do the same.

While I am the first to support any musician (and/or anyone else who is famous) for lending their celebrity towards some social cause, it seems rather contradictory to me if that very same celebrity doesn’t take advantage of the difference they could make simply with their art in itself. When one both produces art that is degrading or promotes violence, and/or discrimination towards any other group, and then the next day donates a whole bunch of their cash to charity, to me, they are sending a very conflicted message. While it is good that they are willing to donate their funds to a worthy cause, if the previous day, they were promoting negative messages through their art, then rather than appearing to be a social benefactor as intended, to me, they appear to be performing a pay off - an attempt to try and cover up the fact that their artistic contributions are questionable, at best. This brings me, of course, to my next point: why do people desire to be rockstars in the first place?

If you’re in it for the sex, money and drugs, please just stop - the world doesn’t need any more Amy Winehouses. If, on the other hand, you are an artist such as myself, who believes in the healing power of music, and who in fact, has been healed by the impact of fellow artists yourself, then please, step forward, we need more of you in this world. It was a sad day indeed when people forgot about the power that music has, and it was an even sadder day when every song on the radio became about sex, drugs, love, hate or all of the above in some sort of sick twisted self-obsessed conjecture.

Though I’m the first to acknowledge that celebrities, whether musicians, actors, or models, are real people just like you and me, and therefore, it’s not surprising when their marriages fall apart, or they get into mischief, I do feel that if you’ve been lucky enough to reach an elevated place within society, then it is absolutely your duty to try and educate the public, and to use your reputation for some good.
So if you’re not in it to make a difference, don’t get into music at all - this world already has enough issues to contend with, we need some better rolemodels, and we need them now.

About the Author:

Rose Cora Perry 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 3, Issue 2: Musicians with Brains: I Never Knew the Two Could Co-Exist!

While conducting research for this piece, I stumbled upon a posting in which a blogger adamantly declared that musicians have NO right to speak out for causes they support, and that they should solely stick to music on account of the fact that they have no post-secondary academic training, and therefore are inadequately equipped to contend with such global issues.

While by all means I encourage the expression of individual opinion, I do not condone speaking on subjects about which you have little to no knowledge such as the above described individual has, because in fact, he couldn’t be more off-base.

Not only does this blogger fail to acknowledge that it is more often media personnel cornering musicians into situations in which they are forced to speak out on these types of issues, rather than the musicians making these efforts on their own (perhaps with the exception of someone like Bono), but on top of that, this blogger is clearly unaware of just how many of our talented songwriters are, in fact, schooled in far more than just how to play a 12-string.

From Dexter Holland’s (Offspring’s frontman) Masters in Molecular Biology to Mick Jagger’s degree in business and economics to Huey Lewis’ Ivy League record at Cornell to David Draiman’s (Disturbed’s frontman) triple university major in business admin, poli sci, and philosophy, clearly our rockstars are more intelligent that the average person gives them credit for.

Now, I completely understand musical preferences and one’s right to their own tastes. In fact, these days, there are few bands that are able to generate universal appeal. But, the next time that you even contemplate having an opinion on an artist that goes beyond your sheer sonic partiality for or against their genre, I suggest that you do some background research on that artist so that you do not end up looking like an ass, just as our “friend” above has. All of this buildup, of course, brings me to the issue at hand - that of rockstars with academic credentials.

Though this is not a subject that is often touched upon by most music media, I think it is important to demonstrate that even people who have achieved rockstardom at its pinnacle assessed the extremely low likelihood of their careers being successful, and thus planned accordingly just in case. I know many of you do not want to hear about the importance of having a “plan b”, because I too, was once in your shoes arguing with my parents that no matter what, music was my life, and I was born to rock. However, after actually going through the industry, and experiencing first hand all of the crookedness and the false promises, I gotta tell you - I’m forever indebted to my folks for making me stay in school.

Had I not entered the industry with my strong background in PR, negotiations, and entertainment-related business know-how, there is no way that I would have been able to accomplish the well-respected reputation for being a “professional” that I have. Further, without this training, I indefinitely would have found myself the victim of a lot more entertainment industry scams.

Most importantly though, if being a professional musician is truly the path that you desire to pursue, you need to recognize that fame is transient, and that musical fads come and go. If you want to be able to maintain career longevity, similar to the artists that I have mentioned, you need to know a thing or two about how to stay as a leader in the pack, and procuring a good education is definitely a good start.

Lastly, there’s always the fact to consider that after you’ve had your stint of fame, perhaps you’d like to move onto other ventures - it wouldn’t be the first time. Did you know that, for instance, Craig Ferguson, host of NBC’s Late Late Show was originally the drummer in a Scottish punk band known as “The Bastards from Hell” or that Mike Rowe, now the MC for Discovery’s Dirty Jobs, started out as an opera singer or that there was a time in history in which Henry Rollins actually played music? The point I’m trying to make here is as follows: it is possible, even though I know you likely won’t believe me, that once you’ve worked in the industry, you’ll come to the conclusion that it wasn’t all that it’s cracked up to be, and so a career change will be in order.

Though school will always be there, I’m sure most of you don’t want to end up in your late 40s still living at home with only a highschool diploma in hand waiting for your rockstar dreams to come true. Trust me, I’ve met people like this, and it ain’t a pretty picture!

To summarize, think of it this way: knowledge is a weapon, and the more you have about your craft, and the industry itself, the better able you are to protect yourself. Plus which, from a sheer songwriting perspective, the more worldly and cultured one is, the better his/her songs will be and the greater good he/she can do with his/her influence.

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/