Feature Articles

Getting Noticed in the Music Industry

Practically every day, I'm confronted with a package from an unsigned band. Now, the first thing that runs through my head is what is this band's angle, what's their sound, and do they present their art in a way that'll catch my eye? As superficial as it obviously is, image makes a huge difference in whether an unsigned band flourishes or flops. Unfortunately, many bands discover this and exploit it, using image as their only 'selling point', which leads to discussions of bands selling out, not keeping it real, etc.

All unsigned bands eventually want to 'make it'. So what does 'make it' exactly mean? Many people take different angles on this subject. Some say that if the band is happy and content and still able to perform their music, then they have essentially 'made it'. Others claim that a band has to be signed to a label, some feel only major labels are important and others deny this saying that an independent label can be just as beneficial. The band's style of music can definitely come into play when labels are concerned. For certain many labels only concentrate on one type of music. For instance, Century Media Records sticks to mostly metal bands (there are several different types within that genre). On the other hand there are labels like Immortal Records, which have been expanding their rosters with bands that reject the sound that most expect out of this label. I asked Rick Gonzalez, product manager from Immortal Records, whether a band should first opt for an independent label for support on their quest to get signed by a major. He had this to say:
"I don't think a band should sign to anyone until they are completely ready. Just because you sign a record deal doesn't mean you are going to become a rock star. Getting signed is the easy part, selling records is the hard part. The first thing you should do is make sure you have someone in your corner that can help with the business side of things (i.e.manager, lawyer, producer). Whatever you do, don't think that your buddy down the street can be your manager and represent you in a business situation. Find someone you trust in the industry and work it from there."

Michelle Hurd, an unsigned band named Juice's manager went on to say:
"In the present market, there is so much money involved on the major label level that it almost boils down to a band having to sink or swim immediately. Signing with an indie first can really allow a band the time and financial support it takes to grow, tour and build a fan base. This in turn gives the majors a very good base to build on and it gives the band a success story in progress, that a major label can feel comfortable investing so much time and money in. Some bands hold out for the majors, presumably because the signing advances are bigger and the gratification is immediate."

Derek Patton who works in the Press and Video Promotions department at Immortal Records, said that he felt that "big labels simply have too many bands and if things don't work right off, that's it your done." There are many one-hit-wonders out there. In today's attention-less audience, it's easy for a band to get lost among another's spotlight, especially in the pop music arena. Popular "bands" like NSync, Spice Girls, Mase, and Hanson will become the next New Kids on the Block, Another Bad Creation, Soul Asylum, and Kris Kross. Independent labels can always help out by getting releases out there and usually they have pretty decent distribution to get your release out there and noticed. Unfortunately, most independent labels (with a few exceptions) aren't able to afford the expenses for touring. Some will float the boat and allow you to tour up and down your native coast but few even offer this. Some bands don't want to waste their plethora of talent on these small labels, instead they produce their own albums and distribute and market themselves. This can backfire, however. In some cases, this can cause unwanted stress in the inner-relationships within the band, usually concerning money problems. It's best to set certain restrictions to how the incoming money will be redistributed among the members. It's also usually a good idea to get a manager. Rick Gonzalez also agrees, stating:
"The first thing you should do is make sure you have someone in your corner that can help with the business side of things (i.e. manager, lawyer, producer). Whatever you do, don't think that your buddy down the street can be your manager and represent you in a business situation. Find someone you trust in the industry and work it from there."

Some bands ask "Well what exactly does a manager do that I can't do?" Well for example, many experienced managers have already made established contacts in the industry so it's that much easier for them to 'hook you up' with the good shows, the record contracts, and the publicity that you want. Here's what Michelle Hurd had to say:
"The role of a manager changes over time as a band moves up in the food chain we know as the music industry. Right now my band Juice is a young band and as young bands do, we are struggling to make a name for ourselves, play shows, gain fans and attract label attention. At this stage of the game, a manager like myself has to wear many hats. I'm a very "hands on" manager anyway but it's really important, especially in these early stages, to keep all aspects of the band and it's business moving and growing. On any given day I am in contact with the band, fans, radio stations, newspapers and magazines, booking agents, and venues. A manager needs to believe in the band so much that the enthusiasm is catching, and is passed on to anyone they deal with regarding the band. The bands main mission is to work on their craft—write songs and concentrate on their live show. A good manager sees to it that people are able to discover a bands music, through any opportunity available like radio and press. As their manager I also spend time teaching the band how the business end works. I believe it's important for bands to understand the workings of the business so they can make the best decisions on a day to basis and in the future. Just as it is in any management position in any field, I make sure everything is organized and constantly moving forward. Eventually, when Juice moves on to the next level, my job may revolve more around overseeing things and sorting through opportunities and helping to decide what's best for the band, but right now it's about pounding away, seeking out opportunities for Juice, and creating opportunities for them that will help us reach new fans and move up to that next level."

When a band is first heard, the first thing everyone notices is the song(s). The music is the most important thing to get noticed. No one is going to care if you have the best looking bassist in the world if your songs are ear-splittingly bad. Although image helps sell a lot of albums, the songs are what gets the band to the level that their image matters in the first place. When producing a demo or cd make sure your best song is the first song on the album. Most people (myself included) listen to a cd with my finger on the fast forward button. I want to hear your best music in the first 30 to 40 seconds of your album. If I don't like it I move on to the next song. I'm definitely not alone either. With every major A & R representative, booking agent, reviewer, and club owner I've met and talked with, they all agreed with me on that issue. Most of these people get anywhere from 5 releases a day to 100 a week. That brings us to the next important topic for your release. If you're sending off your release to be listened by someone that you want to remember you and you want them to be able to contact you, put every way that they can get a hold of you on your release. If you have a cd, put it on the label. And make sure to put it in liner notes as well. If you don't have an email account, get one right away. This is an easy and cheap way to get a hold of a band. There's many different free email services out there and most city libraries have internet access, so there's no excuse not to have one.

Another aspect to note is your actual press kit that you're sending off. Put a nice picture in there of the entire band, usually a black and white 8X10 is the industry standard but when a band deviates from that standard, it can help distinquish them from the rest. This is where you can be creative; make your picture stand out and let it show your personality or what your band represents. Also make sure to include at least a one page spread about the band. Give your history without going overboard naming the last seventeen bands you were in (that makes you look pretty unprofessional). List only the previous bands that were popular and had gotten some exposure. No one cares what band you were in when you were sixteen. Additionally, include some extra goodies like stickers, patches, postcards, videos (if any), and maybe even a t-shirt. This is important because sometimes these people will pass along the goods to others that are potential fans or people that you may never have been able to get in contact with otherwise. I don't know how many times I've sent people out stickers of unsigned acts just to give a band some exposure.

Okay so now, you've gotten some reviews, gotten your cd or tape released, but you're asking yourself, how do I build a fan base? It can be summed up in one word—exposure. Do whatever you can to get people to notice your band. Make a web page and put sounds and information on your band up there. Even if you don't know how to do HTML, there's lots of free generators out there and also most free web page sites like Geocities or Tripod offer their own web site generators. These are usually very easy to use and web pages can be instrumental in getting your band some extra exposure that isn't specifically region or even country based. Next thing to do is tour. Play as many shows as you can. Yes, you will lose money. In fact you may lose money every show you play until you build up a good fan base, but that's the sacrifice you'll have to be willing to make. Many early shows will be very discouraging especially in new territory. There are a few ways to combat this however. Get in contact with the show promotor(s) beforehand. Send them some extra CDs to play in their venues before you guys come to town. Give the local radio stations some CDs and ask them to play one particular song (usually you'll be real lucky to get even this). Many bands don't know the virtue of college radio. If there's a college in the town you're playing at, don't hesitate to get in contact with their radio station. Many of their DJ's are very nice and considerate. If you offer to give them a couple CDs they'll probably be more than willing to play a song or two of yours (It also helps if you call in and request the songs, hey disguise your voice each time). Also, your band must get as much exposure as possible. Stick to one region and build that fan base up first. Start from your home town and work your way outwards. Whatever you do, don't play too many shows at the same venue in the same town. This tends to lead to fan isolation, where fans will get sick of hearing you play the same songs at the same place every wedesday night. Put up some displays at local record stores and sell your CDs or tapes there. Usually the vendor will either sell them for you and not take any money or they'll take a percentage. Whatever you do take them up on it. You can't buy better exposure for cheaper. Get reviewed in the local newspaper or college rag. Pick up some 'zines that relate to your type of music and send them some material for review. Do interviews and make sure that you always come across as nice people who are willing to do anything to get heard and recognized. This leaves good impressions with the reader. Wait until you're at the top of the rung, before your attitude can come out. Never, ever, isolate your local scene by talking down about another band or venue. If it happens that you can't stand another band's music and you're questioned about them, just simply state that you're not really into that type of music so you can't make a good judgement. If a venue tries to screw you out of money, let your manager or attorney take care of it. They'll do a better job at making the owner squirm and plus it makes you look more professional. In other words instead of saying "Hey you bastard give us our money", say "Our lawyer will be in contact with you." The most important thing to remember before playing a show at a small to big venue is to remember to get the owner or club manager to sign a legal document called an entertainment contract. In this contract, make sure you state how long your band will perform, how much money the band will make after the show (in either dollar amounts or as a percentage), and whether or not the band is allowed to sell merchandise inside the venue. Make sure you cover all aspects of the show; this will not only cover your butt but also the venue's. Ask around to find out how reliable the venue is. If the word on the street is bad, mention that you've heard negative rumors about the place to the owner and then get them to sign your contract. A good club owner will recognize that there's a problem and won't want to screw too many bands out of money for too long.

To sum everything up, if your band wishes to have a future career making music, you must sacrifice a lot in order to further yourselves. These sacrifices are only relative to the amount that you value that particular resource. If making money is your angle and you wish to be a rock star for the fame and fortune, you should really consider another entertainment avenue. For the most part, musicians are the lowest paid and the least recognized out of all the entertainment industries. There's a lot of hard work ahead of any unsigned band trying to make it. Look on the internet for sites that offer more information and resources than this short article could ever hope to achieve. Good luck and check out our contact information page.

I'd like to thank Immortal Record's Derek Patton and Rick Gonzalez as well as Juice's manager Michelle Hurd for their help with this article.