ThatRetailChick

 Sometimes I feel like the music industry is turning into a large Chinese buffet with a bunch of chicken samples.   And the artists are the people that stand in front of the restaurant saying “free sample” or “try one”.   There are so many artists that believe “if it’s free they will come”.  Or, I just want to be heard so I will give it away and everything else will “jump off”.  I don’t think that artists or their teams understand that just being “free” is not good enough anymore.  There’s so much more that goes into developing talent, building a fan base, and being successful.  Even if free is the beginning of your plan, ask yourself what comes next?  After I see that free download link, what’s going to make me click “download”?  Or after you pass me the free CD, what is going to entice me to play it and not stick it in the side panel of my car or throw it away?  I mean really, these days, it’s just another free cd.

 The most important lesson that I learned in music retail is that free music is no good if no one is listening.   Free is no good if no one is there to talk about the new free music with some excitement.  It’s no good if it’s sitting in a box in a backroom collecting dust because the guy on the street team did not introduce it the right way.  It’s no good if it’s just sitting in a gas station because gas station attendants do not promote music…they SELL GAS!  I think people have forgotten, or they just don’t know, how to introduce new music to others.  The plan should be, let me get your attention and share music with you, not let me give it away for free and see if they listen to it.  Who does that?  Oh yeah…you do.

Now, if you are lucky enough to find a good promotions company, they know how to introduce your music to the people that can reach others.  Believe me, after 14 years in music retail, I know the difference between ”Des give this away for me” and “Des check this out its HOT!”  If the person giving me the music is someone I respect, then we talk about the music.  If I like it, then I share it with others and say something like “Ooo, you should check this out!  ____ brought it by the other day and it’s great!”  Now if someone tells me , “give it away”, then my response to the customer would be “Here’s some free music.”  See the difference?

At the end of the day, when you, or should I say “if you” create that great marketing plan, and free is at the beginning of it, just remember that TRC told you, free is not enough. There is a process to “breaking new music,” “building a fanbase”, or “creating a buzz.”  Most of which is based on how you work your project.   And if you need help with that marketing plan, let me know.  Although having great free music may be at the beginning of your plan, the rest of it is about…

I was doing some cleaning the other day and realized 2 things.

A)    There is serious need for product management (which is a service I intend to provide) 

&

B)     There are TOO MANY RAPPERS AND NOT ENOUGH FANS!

Think about the last time you went out.  The mall, the club, a family gathering and I bet you each time there was someone there saying “Hey, I’m doing this music thing now…check out my mixtape!”  And you think to yourself “Damn!  You too!’  I truly wonder how any of these new rappers plan to make it if their target audience is a group of other new rappers.

It’s like turning the lights on and roaches are running all over the place.  Imagine it!  There they go looking for a record deal, looking for a DJ, running to the radio station, headed to the studio in somebody’s basement.  You know what, I think every wanna be rapper should take a listen at what they have and ask themselves these things…

“Would my family or  friends  buy this if I tried to sell it to them?”

“If I put it in a store or online could it sell on its own?”

“The last time I played my music for someone did they move right away? Or did they just tell me it was cool after it went off?”

But the real question is, in a city full of rappers, who’s really going to listen to my music, when they’re all trying to get me to listen to theirs!  Think about all the rappers on twitter.  How many @replies are new songs going out to anyone they think will listen and help them get in the game?  And Myspace is so flooded with them no one takes that social networking site serious anymore!  Then how about this; I bet if you think real hard, every industry person that you know manages at least 1 rapper or is working on a team to help a new rapper come up.  If every industry heavy hitter has a rapper in their back pocket, where does that leave the new rapper trying to get in touch with that industry heavy hitter to make it to the next level of their career?  Honestly, they probably aren’t worried about you.  Their first priority is the rapper in their back pocket. 

Now I know that everyone has a dream.  And I am not here to kill any of them, believe me I have dreams too!  But I know my lane, if you put me on the mic expecting a hit song forget it!  I strongly suggest that some of you new rappers find the lane that you are suppose to be in, cause rap just might not be it

1. Myspace.com/W T F????

• Myspace started out as a great tool for new artists trying to make a name for themselves in the music industry.  But now there needs to be a new rule: All artists that sign up for myspace music must be approved by the Myspace A&R Department!  They need one BADLY! 

2. “I gotta do a lot of mixtapes so I can be like Wayne!!!” 

• Now, let’s do some research.  Lil Wayne has been rapping since 1997.  And after 9 CD’s, over a dozen HOT mixtapes, and 10+ years in the game he is where he should be. Wayne has laid his ground work.  Remind me, what number mixtape were you on???  And why was the last one so whack??? 

3. “I’m from OHIO and I moved to ATL to break my music because OHIO ain’t feeling me???”

• If you can’t make a name for yourself in your own city, do you really think it will be easier in ATL?  If you just moved to Atlanta thinking this is the place to make a name for yourself in the music industry, take a number.  Because you just got in line with a slew of other folks that came here to do the same. 

4. “I just need to get a distribution deal so I can get these records on the shelf.” 

• Records on the shelf at every music retailer in the USA will not equal sales unless you have a GREAT marketing campaign, HUGE promotional budget, and GOOD Music.  National distribution is no good without a national marketing campaign.  Can you afford that? 

5. “I paid DJ (fill in the blank) to host my mixtape and everybody knows him but nobody knows me!”

• It doesn’t matter who you pay to do your mixtape.  If the music is whack, it’s whack.  And there’s not a DJ in the world that can cosign it and make it sound better. 

6. “I paid (fill in the blank) Magazine for a feature story about me & my music.”

•  Just make sure that the other artists that were featured in that issue aren’t the only people reading the magazine you just paid!

7.”Artist development…man f–k that, I got SWAG!”

• For all of the artists out there, that have deals, songs on the radio, reality TV shows, or the ones that have no buzz at all;   Swag is no good without PERSONALITY and media training is a must!  Fans want to see a STAR!  And grabbing your pants to hold them up while try to walk or acting stand-off-ish around fans will not work!  You may have swag on a record or in a video, but your personality is at Level Zero in person!

8. “Billboard…what’s that?”

• The words Artist & Business are like oil & water, for some reason they just don’t mix.  Artist that don’t ask questions or seek information are candidates to be SCREWED!  Take a little time and pick up a Billboard magazine. It’s the best $7 bucks you will have spent in a LONG time.

9. “I just signed to this indie label with major distribution!!!!”

• Ok Cool, but do they know what a record label is supposed to do???  I see so many distribution deals that don’t work because the indie label didn’t realize how much of the marketing cost was THEIR responsibility!!!!  Don’t blame distribution because your CD didn’t sell…blame the team of people you hired to work at your indie record label. 

10. GREED

• Don’t get taken advantage of in this industry.  There are hundreds of people out there ready to sell you a dream and take your money whether your music is good or bad.  Music in order to be sold has to have what I call the “PRESS PLAY FACTOR.”   I will get into what that is a little later. 

11. “I’m going to give away 2500 promo cd’s for FREE!”

• Are you giving away 2500 cd’s with good music on it or 2500 cd’s with bad music on it?  Because if the music on it is bad, then you just gave away 2500 Frisbees (some of which are creating clutter in my car).  And now I don’t want to hear any more of your music.  Remember first impressions last a lifetime.

12.  The production inside 285 in Atlanta is starting to all sound the same. 

• If you listen to music now, you are hearing what I am hearing.  The same damn sound.  The writing is the same, the production is the same, the hooks sound just alike.  Can I get some originality PLEASE? I LOVE THE ATLANTA MUSIC SCENE!  However, my ears are getting weary of the sound.  I know some great producers; let me know if you want to hear something different.

13. “I’ve sold 10,000 units in the streets!”

• Yeah and?  10,000 un-scanned units don’t mean a thing.  Ever heard of Sound Scan, better yet do you know what consignment is?  Proof of sales is one of the most important points that artist miss the most!

14. “I’m Building My Brand”

• I meet more new artist interested in “branding” themselves before they drop an album.  Jay Z didn’t become Jay Z overnight, he’s been doing this music thing for a LONG time.  Your brand is no good without fans that trust that your music is always going to be on point.  I suggest that you focus on your music first and your “brand” later.

15. Does your music have the ”PRESS PLAY FACTOR”?

• I sell music for a living and I ‘m here to tell you that you have a minimum of 30 seconds of your first 2 songs to make a sale.  If your music doesn’t have that “PRESS PLAY FACTOR” or that initial WOW as soon as the beat drops, then start over.  People can hear a hit as soon as they press play and if they do not hear it they will change their minds real fast.

16. No Networking Skills

• I go to a good amount of industry functions only to find artist holding up the wall, and keeping the seats warm.  Networking is key to making it in the music industry.  Make it a point to meet 3 new people at every industry function that you go to otherwise don’t go because you’ve wasted your time.  As a matter of fact you might be getting this email because I was “networking” at that last event and you were not. 

17. Everything that sounds good in the studio does not always sound good in the streets!

•  So you’re sitting in the studio, just recorded a track, and your boys are telling you how hot it is right?  Well they just might be WRONG!  I know that opinions are like a**holes and everybody has one but you at least need 3 people that will be honest with you about your music.  Come see me, I will be your first.   

18. “My album features this rapper, that singer, and these producers…”

• Features do not always equal success.  It’s the chemistry between the artist and the producer.  The way an artist delivers lyrics over the track.  The artists’ flow should sound effortless.  But just because you got a hit producer or a “big name artist” featured on your album, it’s not always going to equal success.  Your music starts with YOU!

19. Artists have forgotten about those small town fans.

• If you’re an artist trying to make it and you came straight to Atlanta from your city, you missed a lot of cities in between.  Many of those smaller cities have clubs and radio stations as well and guess what…you passed them all and that sucks.  I know a lot of artist that book shows outside of Atlanta and make plenty of money.  Try promoting your music in those smaller cities. It would be a hell of a cheaper than doing it in ATL!

20. BAD MANAGEMENT

• If I had a dollar for every bad manager I met inside the music store, I would own a condo in Buckhead, Manhattan, and LA.  Although every manager does not start out knowing it all, they should at least know enough so the artist will not get screwed.  To all the new artists out there, ask your manager if they have any books on how to manage an artist in the music industry.  If not buy 2.  One for them to learn what they are suppose to do, and one for you to make sure they are not messing up!

This one is kind of touchy and is not meant to offend but inform.  Please remember that this is coming from a music retailers perspective!
 
I need some of these new music industry cats to chill out with the BIG TITLES.  I have met at least 5 more PR people since the year started.  And what’s worse is that out of the 10 that I met before them, I question how many were credible.  I have met more than a couple of “Consultants” as well.  I just wonder if the expert advice people give these days really is guiding new artist in the right direction.  As for managers.  Oh my!!!  I have met a couple of artists that should re-think the contracts they signed. 
 
You see, PR is all about relationships.  Here’s an example:  If you have a listening session and no one comes out that is going to write about you, blog about you, or sell your music in a store or online…then you should ask that PR person for a REFUND.  Just think about how many people attended your event and who they (the PR person) introduced you to that were beneficial to your success.  
 
The management side, in my opinion, is about vision, creativity, the ability to execute, and relationships.  It’s not about your boy, that really believes in you, but has NO idea about the business side of the music industry.  I know it’s hard to operate without a big budget.  But what can you do with what you have to work with?  So there isn’t 50,000 dollars at your disposal, all you have is 5,000.  What kind of innovative thinker is your manager?  Put them to the test.  If they get some ideas (better known as a marketing plan/budget) together before you start spending money, you probably have or are a good one.  They should be helping you MANAGE that $5K the right way.  In addition to that, before you get a manager, make sure you have something to manage. 
 
Last but not least,  lets talk for a second about street teams…the big promotions/marketing “we break songs and make brands”  companies.  I personally know 5 companies that I have worked with, in the store, over the last 10 years, that go HARD for their clients!  Then I also know others that drop off posters with no attempt to put them up, bring in promo cd’s or flyers and don’t know shit about the music or DVD they are promoting.  Some of them have even thrown promo materials away because they are “tired of putting them out.”  *By the way, if you need some recommendations let me know*
 
From what I have seen as a music retailer, a lot of things need to change in the industry to make it better.  I’m just skimming the surface with this .  So make sure you think twice about some of these new music industry people with these BIG TITLES.  Check out what they have done that makes them credible and be clear about what they can do for you!
 
PLEASE REMEMBER THAT THIS IS COMING FROM A MUSIC RETAILERS PERSPECTIVE…I’LL BE WATCHING YOU.
 
*ThatRetailChick* in ATL

 I get so many free mixtapes I could open a stand and sell the jewel cases. LOL But really, let’s get serious about our methods of promoting new artist because this mixtape thing is getting out of hand. The worst part is, pretty much every new artist that has a mixtape makes the same mistake. They never tell you what the hit single is on the cover. I see more cars, expensive bags, and jewelery on the cover, when all they should really be trying to do is break a song. ONE SONG!!!!! NOT 7 SONGS, 5 FREESTYLES, AND 4 INTERLUDES.

To sum it up…if your name isn’t Wanye, Jeezy, or Gucci…right now customers are not that interested in “free mixtapes.”

 As a music retailer in ATL, you know what would help me out, giving me one song to pass to customers. It’s so much easier for me to say check out a new single than to say here’s a free mixtape. Most customers are leery about “new artist mixtapes” anyway. People have been passed so many bad ones that the thrill is pretty much gone.

Don’t get me wrong I love a good mixtape. Jeezy’s Streetz is Watching still gets airplay in my car, Dedication 2 was dope as hell. Locke High is THE most slept on mixtape of last year. But if you are an artist, ask someone other than your crew is your mixtape that hot? If it is…cool. But to be safe let me check one out with my customers, tell you what WE think, and get back to you. Until then, just give me the hottest song you’ve got and let’s work with that.

Now what you do after that one song becomes a hit…well, that’s up to you and the team that you have working with you. And boy do I hope they know what they’re doing. How many artist do you know with one hot song (great ringtone), bad album sales, but haven’t been seen in a while around the music industry???? (I can email you a list if you need some help with that answer) When that one song takes off you have to be ready to keep serving your fans with good music. Otherwise, they will move on to whatever comes next.

I must tell you that in these trying times in the music industry, I often wonder why some people make it and others do not.  After I got to thinking about it I came up with one reason why this happens.  And remember that this is from a MUSIC RETAILERS’ perspective so if you think I am wrong please feel free to hit me back and let me know.  I like constructive criticism.
 
How many artist do you know right now that are “on their grind”?  Everyone in the music industry has heard of  them at least once and by now, they should be a hit.  Right?  
 
WRONG!!!  These are what we like to call “Industry Artist.”
 
Industry Artist are well known in the music industry, but usually have NO FAN BASE.  They spend so much time at the “right parties” with the “right people” trying to get the “right deal on the table.”  I meet them all the time.  At listening sessions, parties, concerts, and other industry functions.  But when I ask a customer about them,  NO ONE KNOWS WHO THEY ARE   Then I think to myself…”Damn, didn’t they just tell me they had the hottest mixtape in streets right now?”  I should have at least heard of them from one of my customers or other stores in that I speak to.  I mean come on, I sell music to a descent portion of the students in the AUC that come from all over the USA and some real hard core ATL music fans.  WHAT HAPPENED TO THEIR BUZZ????  I’ll tell you what happened to it…it’s stuck in the building that housed someone elses’ party, listening session, and a couple of record label offices.  And it never reached the street. 
 
And the term “street” is usually synonymous with “the hood.”  But it does not have to be.  The idea is to reach out to fans all over your city.  Black folks, white folks, Asian folks, Hispanic folks; anywhere that there are people, there are potential fans.  And you know what, FANS STILL BUY MUSIC.
 
I’ll tell you another thing.  Industry artist will also spend a lot of time passing their new projects on to a group of folks that get stuff all the time and hardly ever have time to listen to anything you give them.  And it’s not because they are brushing you off, they can actually really be busy.   In addition I have to say this.  After the first 25 whack cd’s you get, it’s hard to believe in #26, and anything beyond that you just assume is whack because that has been the standard thus far.  So what if you were hot, and you were number 26??? 
 
After all that, I say get out there and do some leg work.  Find your fans, kiss some babies and shake some hands.  Do some promo shows, introduce your music to people in the same manor you would want people to introduce their music to you.  Your big break might not happen over night and that’s ok.  When people in the street here the right song from you it will catch and spread really fast.  So be prepared.  Just make sure that you don’t miss an opportunity to reach out to your potential fan base because you were too busy at the open bar.
 
Now for the music.  When you do make that hit song, email it to me.  Cause just like E-40 says on his new CD, that you probably did not buy, because like my big wig industry friend, you are still trying to figure out what’s going on with that top 20 cd you purchased…
 
I CAN SELL IT!

Check this out! Click link below!

E 40

As a music retailer in Atlanta, I find a lot of cool music that comes through the store.  Sometimes we get 30 copies of a cd and then other times we get 120-420 pieces.  Sometimes it’s a major label flop, and other times its an indie label/major distribution flop. 
 
Then you have those artist that always sell like crazy the first week..like 435 pieces in ONE WEEK!!!!!!  (by the way, in case you didn’t know that’s huge for a little store in the city of ATL..we ain’t no Best Buy but we make things happen) 
 
But this time we only got 5 copies and those are usually the artist that have really interesting songs.  So I was going through the 88 Keys CD and found this song. 
 
Since most of you are music industry folk, usually you might miss out on a track or two (from being focused on your projects).  This one guy I know doesn’t listen to what he used to listen to..he only does top 20 billboard stuff now that he’s a big time industry dude!  So I gotta do stuff like this to keep him in the loop. 
 
For those of you who are DJ’s, M.I.L.F BY 88 Keys from The Death of Adam cd should definitely be in your music library.  For those of who are bloggers…blog about it.  And for the others…well…just listen…maybe even gain some inspiration!!! 

Click the name to hear a snippet of the track

88 Keys