2. April 2010 by admin.

There are thousands of books written about the music industry. There’s no shortage of books written by rock stars and groupies, sure, and those are interesting in their way, but the ones you as a budding indie record label are going to need are those emphasizing the business side of the music.

There are a few major types of books to look for:

Overall Music Industry – This is the sort that’s going to include a decent amount of information about everything to do with the music industry. My suggestions?

All You Need to Know About the Music Business (I have the 7^th edition) by Donald S. Passman

This Business of Music (I have the 10^th edition) by M. William Krasilovsky and Sidney Shemel, with contributions by John M. Gross and Jonathan Feinstein

Marketing and Promotions – Selling your business, its music, and its artists is a huge deal, so don’t skimp on this. I went outside the box for my promotions literature, but here are some handy guides for you:

This Business of Music Marketing and Promotion: A Practical Guide to Creating a Completely Integrated Marketing and E-Marketing Campaign (I have the revised and updated edition) by Tad Lathrop

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott

Guerrilla Music Marketing Handbook: 201 Self-Promotion Ideas for Songwriters, Musicians and Bands on a Budget (I have the revised and updated version) by Bob Baker

Guerrilla Music Marketing, Encore Edition: 201 More Self-promotion Ideas, Tips and Tactics for Do-it-yourself Artists by Bob Baker

Web Marketing for the Music Business by Thomas W. Hutchison

Record Label Marketing by Tom Hutchison, Amy Macy, and Paul Allen

Music Law – You’re not going anywhere without a firm grasp of music law. The music industry is full of nuances and intricacies, and I don’t want you to be caught by them. Hell, I don’t want to be caught by them either. So, the definitive guide to music law, at least in my opinion, and then the one stop shop for contracts are listed here:

Music Law: How to Run Your Band’s Business (I have the 6^th edition) by Attorney Rich Stim

Music Business Contract Library (Hal Leonard Music Pro Guides) by Greg

When I went hunting for books at my local book stores, I looked for latest editions of each type. You’re going to need to do this, because the music industry changes so much so quickly that even a latest edition may not even be able to keep up, let alone a copy that’s five years old.

Some other books to think about:

The Future of Music: Manifesto for the Digital Music Revolution by David Kusek and Gerd Leonhard  

Making Music Make Money: An Insider’s Guide to Becoming Your Own Music Publisher by Eric Beall

I think it is also a good idea to have a book on how to start a small business. These would pretty much round it out for you.

            The Law (In Plain English) for Small Business by Leonard D. DuBoff, Attorney at Law

The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber 

Now, that’s a library, but I’m not done yet. You should also go online and research marketing tools from social networking sites like Facebook, MySpace, Twitter, and ReverbNation. I will give a full list of useful music and general social networking sites later, but social networking is going to make your life a heck-of-a-lot easier because it’s pretty much free. And free, my friends, is good when you’re starting a business.

That’s something else to think about. Where are you getting the money to start your business? Do you have donors, investors, a loan, a rich daddy? You will never- never- make money if you don’t put money into it. That is very important. You cannot get something for nothing. It is as impossible as creating a teddy bear out of thin air.

Let’s start, however, with putting some knowledge in your head. Get some of those books and start reading. If you aren’t completely deterred by all of that, I’ll see you back here next time!

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2. April 2010 by admin.

Begin with Passion.

There can be no doubt, no second’s hesitation in your love of music of all types, of people from all walks of life, and of talent even in the strangest places. You must have an eye, ear, and nose for good music, and a fearless desire to succeed. In our company we call that having attitude and aptitude. If you don’t feel willing and able to put in long hours and endure lots of stress, then I suggest you stay just a fan.

Not that business people in the music industry are not fans. Most people get into the business of music because they are fans, and they want to make a difference. The bigger people in the music industry get, the more distantly I see them speak of local, underground, or seriously underrated bands, as if they were fond memories instead of everyday realities. These business men and women are almost wistful in their descriptions of the days when they had no company car and no fame, when they used to make things by hand to use as promotional gimmicks and money was not a barrier or a driving force. It was about the music.

I think we as an industry have drifted away from the music as our focus. But the fans haven’t. That’s why it’s important to be a fan first and a business savvy record label owner second.

Next, find yourself a few people who are as obsessive about music as you, and invite them to start a label with you. It’s always good to have help. Stall while you try and figure out what it means to actually start a label, or tell them you have no idea how to go about doing it and try to figure it out as a group.

Let’s stay with that for a minute.  What does it mean to start a label? Besides being mushy and saying to start with passion, there has to be a finite starting point. You have the passion, you have the buddies to lean on, and now you need a name.

Here’s what I do, and maybe it will work for you. Look around the room you’re in and start naming objects aloud. If that room doesn’t work out, go to a different one. Go outside. Go to a park, restaurant, or back alley. Say whatever comes to your head. I’m telling you, it at least gets you thinking.

Once you have a couple of names in mind, and it’s good to have more than one because the one you want may be taken, go to your state’s “Department of State” website and look for the “Bureau of Corporations” or something similar to that. Then, wade through the murky bureaucracy on that site while you look for something called a “Fictitious Name Registry”. Some states require you to go down to city hall to register your name, and some allow you to register online. If you have to go to city hall, make sure you’re super organized and have everything you need before setting off to meet with The Man*. Like I said, bring a few alternatives in case your first choice in names for your label is taken.

Florida, my state, has the technology to apply for a fictitious name online, so we’ll use it as an example.  Go to www.sunbiz.org. One of the links across the top of the page will be “Document Searches”. Look in there for “Fictitious Names”, then in there for “Inquire by Fictitious Name”. Type the name you’d like in the search box, and ff is listed, then we’re back to the drawing board. If the list doesn’t have your name in it, however, then it’s available! Yay!

Go to “E-Filing Services” and look for “Fictitious Name Registration”. Follow those steps and pay The Man. I would spring for the Certificate of Status and the Certified Copy, but that’s just me. It is nice to have those around, just in case you’re audited. It’s also nice to get it in the mail and have a reveling session**.

Once you and only you have got your name, you’re on your way. Next up, study your ass off. It’s not as terrible as you’d think!

Until next time, this is Casey Robbins of Cardboard Box Records signing off!

 __________________________________________________________________________________

Terms:

 *The Man = Government

**Reveling Session = A period ranging from five minutes to several hours wherein one rejoices exuberantly, with much jumping around and good-natured gloating. Reveling Sessions are important because they allow one time to realize the scope and magnitude of the little accomplishments as well as the big ones, and to celebrate all the triumphs of a day.

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