Michael Lummus from the Nashville music business gave us a presentation. Michael began playing when thirteen or fourteen at Brazosport Christian School. He entered music business studies last year. He is now interning with an recording artist company. He does hands-on stuff there ... marketing research and web management - lots of databasing ... They have 20,000 contacts, agents, promoters, customers and people in their file. Michael Smith and Associates is his company.
He likes to do live engineering production on the weekends. He's certified in Pro Tools software operation and uses it a lot. He got his certification this September. His label, "right-minded records" ... is distributed by a Warner Brothers company. Last year his company fulfilled a performance with the first baptist church at the local shopping mall.
The following are Michael's presentation according to my very rough notes. These are paraphrases of what he said - and not exactly accurate.
Michael said there's a lot of musician/singer talent out there in the world. "It requires a lot of hard work to make it in the long run. About 20 percent of assigned artists make it longterm. "Go Fish" actually left a major label and went back to working regional because they could make more money that way. ... They know their market ... many of the most successful artists are regional artists."
FIND YOUR LISTENER
He had a marketing tip: "Find the typical person that will listen to your music. Find that person and market to that person exclusively. E.g., "Salvador," 8-person christian funk rock espanic audience. They first look at market size, who are they .. 6 million, where do they live? .. get maps from the government ... where is the growth going now?? Texas, Mexico, California, Florida ... also in Washington State, Chicago, New York and the Carolina's. From this, they make up a marketing plan. Prior to doing a concert, they connect with radio stations and other media in the area - They have a special publicist to do the contacting with tv, radio, magazines, newspapers, etc. They look for "free advertising.""
A SONGWRITING ANGLE FOR GETTING INTO THE BUSINESS
"First, find a publisher. The publisher shops around selling the music - they have the contacts and can get the songs to the people - they give advances and royalties ... they will keep the advance part off the top of the royalties when the money comes in.
MORE TIPS
- "NEVER pay any money up front - if it's legitimate, they will be paying you.
- On sending in demos, write the publisher in advance and they will respond if they're interested.
- Find an artist that sounds similar to what you're doing ... then everyone will know the right listeners for your music.
- A good producer will move things along, making sure that things are done the right way. (Find the publisher first, if you're a songwriter. If you're an artist, find a producer.)
- If you begin by managing your own business, then you'll know what's going on if you hand it over to a professional manager - group.
HOW MANY DO THEY WRITE?
Most of the songwriters in Nashville do it part time ... 12-15 songs per year is a good figure. The "Bluebird Cafe" is strictly for songwriters. Songwriters get as much respect as anyone in Nashville.
M's company has one person assigned to do all their radio marketing. ... plugging the songs to the different station directors. Local and college stations are a different market.
EUROPE
European stations will give play to submitters. CD Baby is huge in Europe. Many times, sales are better there. However, there isn't so much money in the European market.
PERFORMANCE RIGHTS AGENCIES
Before you find a publisher, join ASCAP or BMI. You get some credibility from this. SESAC is too small with only a tiny market share.
THE ADVANTAGE OF A TINY INDUSTRY
"It is a tiny industry and you can move around in different careers within the industry ... artist, songwriter, publisher, producer, etc.
MAKE CONNECTIONS!
"Go to any kind of seminar, conference that you can ... meet people." This is how he met his current boss. He also met Thomas Harris, songwriter, at a convention.
MUSIC MARKET AREAS
"Hong Kong is the second largest consumer of country music.
"Austin is on a second level ... especially for Texas Music. It's a good place for a regional band.
BOOK ON THE BUSINESS
"Everything You Wanted to Know about the Music Business" is a good book to get started with. Learn everything you can about the business."
"Berklee Press has a book on "Producing in the Home Studio with Pro Tools."
"The main thing is to enjoy your music," said Michael. "You can do a lot locally, especially in Brazoria County."
THE WWW WEB
"A nice website is very important to an artist - for promotion.
"Folk Rock" is taking off these days. .... "modern John Dylan."
WHAT'S NEXT?
"The industry is looking for something fresh ... something out of the typical niches ...
We invited Michael to come back again - anytime.
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