Marketing and Distributing
I made sure I had a plan of action set in place before I received my
shiny beauties from the manufacturer.
The motions I was going through reminded me of my wedding
preparations....you know, you've got a list with 101 things to do that
you triumphantly check off with each task completed.
I made up a list of things to do and prioritized it. Example...you
don't want to set up radio interviews and newspaper interviews if your
cd isn't available in your local record stores for purchase yet. You'd
be blowing the opportunity to advertise where your product is available
for sale.
My list looked something like this:
1. Seat cd's at major record stores. Ex...Future Shop, HMV Records,
Changes, etc....
Before taking my product to the retailers, I made myself up a
consignment agreement for each store so that I would have a document
stating the amount of artist draw per cd. (The amount you receive for
each cd that is sold).
I'll enclose a copy of the agreement I used. It doesn't need to be
fancy, just state the detail of the agreement you make between yourself
and the retailer. Here is an example:
Consignment Agreement
This consignment agreement is
between_________________________(artist)
and ____________________ (retailer)___________________(store manager)
on the ______ day of______ 19__.
The artist______________________ agrees to the amount of $_________ as
the artist's draw per cd. (The amount the artist will receive per cd)
The retailer agrees to pay the above named artist on a ____________
basis.
If the product does not sell, the retailer will contact the artist, and
the artist will arrange pick up of the product at the artists expense.
________ cd's were put into consignment with the above stated retailer
on _________day of________ 19_____.
Signed
_______________________ Artist
_______________________ Retail Manager
Another item I took with me were posters that the retailers could
display of my cd announcing the actual cd launch. This will inform
customers that your product is now available for sale in their store.
If you are working on a tight budget, you can make up professional
looking posters yourself by scanning the actual cd cover and include
the information about your product.
Example:
New CD Release
(Place a scanned image of your art work here)
Local singer/songwriter Shelley Jacobson and local composer Peter
Gleeson have released their new cd entitled Sheldon Loud "1000 Miles"
1000 Miles is a high energy rock cd with a slight
r&b edge.
NOW AVAILABLE AT:
Changes, Future Shop, AVE Records (Intercity mall) and Corans Music.
OR: CALL 1-800-JOE-RADIO (563-7234)
samples & more at:
http://www.shellsong.com
Before you go into the stores with your posters and consignment
agreement, plan out a cost projection sheet so that you know how much
you will have to charge per cd to break even and hopefully make a
profit. To do this you will have to keep track of all of your costs
ex.. Studio costs, copyright fees, bar code fee, graphic artist,
musicians fees, mix down costs, web site set up and design, distribution
agreement fee, etc...Also keep in mind you'll have to put aside a number
of cd's to forward as comps for press and marketing.
2. Set Up Distribution Service To Market CD:
I purchased a lifetime distribution membership from the RDR Music Group
called 1-800-JOE- RADIO. The JOE RADIO group takes orders from the
United States and Canada by using a 1- 800 number that dials into a
non-stop computerized service that is open 24 hours a day, 7 days a
week. They accept VISA, Master Card and American Express for payment.
When I enrolled the cost was $189.95 Canadian for a lifetime
membership. The fee will also cover any additional projects that I am
involved in for the rest of my life.
The fee allows you to use the 1-800-JOE-RADIO number in press releases,
newsletters, interviews etc... They also publish a catalogue with all
the cd's they represent from other JOE RADIO members.
The advantage of using this company or any others like it out there, is
the fact that you don't have to mess around with sales tax, GST, PST
ex.... If your cd is purchased through JOE RADIO, they will
automatically deduct the taxes for you. If they sell a cd for $16.50,
they will pay the artist $11.50. They retain 30% of the product sales.
The 1-800-JOE-RADIO number is easy to remember in interviews and works
well when you are advertising your cd on your web site.
3. Set Up A Web Site:
Get a web site established so that you can market your project and give
listeners a chance to preview your material on line. I use real audio
on my site and compress my wave files down to medium mono response. I
don't use MP3 files because I don't want people dumping down my material
free of charge. At least when you use real audio, people can get a feel
for your tunes, and if they like what they hear chances are they will
purchase the cd. I made sure that my web site domain was set up before I
had my cd manufactured so that I could put the web address on the cd.
Ex...www.shellsong.com (keep the web site url address simple so people
will remember it)
4. Newspaper Reviews and Radio Interviews:
Now that your cd is available in the record stores, and you have a
distribution number that you can use, you're ready to hit the newspapers
and musical magazines for interviews and reviews.
I made sure that I was able to speak directly with the reporters and
journalists of the newspaper that I was trying to get an article written
up in. If you forward your cd and press kit in the mail, chances are it
will get pushed aside and forgotten. When you meet with them
personally, you can establish a rapport with them and try to nail them
down to a specific time frame.
It's really important before you go on to this stage to have your cd
seated in the record stores, have your web site domain established, and
also your distribution number available so that when you get
interviewed, you can refer to the 1-800 ordering number along with the
stores that your product is available for purchase.
I went to the local newspapers first with my launch story because it's
easier to get the ball rolling when you are a local. Usually people
want to help out and get behind their local talent. Once you have a few
articles written up locally, you can add them to your press kit and use
that as leverage with the other newspapers and magazines.
5. Approaching Radio Stations:
After you have received attention through the newspapers, you're ready
to approach the radio stations. Do some research before running off to
the radio stations with your cd in hand. In Canada a good reference
book to use is called "Contact" or "The Essential Canadian Music
Business Directory". It lists all distributors, record companies, radio
stations and their format along with the program directors names etc...
You can obtain a copy by calling 1-800-557-3723.
Always ask to speak with the program director. Look up the person's
name ahead of time so that you can ask for them directly.
Again, I tried to get support from the local stations first, which
enabled me to say to other stations, the cd is receiving heavy rotation
or feature rotation from Canada Rocks 94.FM. For some reason, this
helps spark their interest levels a little more. This business is all
about creating a buzz. Once the ball gets rolling, everyone wants to
jump on the band wagon. It's really a crazy business.
One thing I forgot to mention that is very important, is to make sure
that your songs are registered with a performance rights organization
ex....SOCAN (Canada) ASCAP, BMI etc...
If you don't have your songs registered with one of these organizations,
you will miss out on royalties that you could have collected from radio
rotation. The time span between pay and play is usually 9 months. My
cd started receiving air play March/98 and I received my first royalty
cheque last month. Mind you, the amount is usually minimal when things
first start up. Lets put it this way, I could have taken my son out and
treated him to a Happy Meal as long as he promised to share his fries
with me. (I think you get the picture ;-)
After meeting with the program directors, or speaking with them over the
telephone, always follow up with a phone call to gently remind them of
your cd and your meeting with them and ask if they have given the cd any
consideration after listening to it as far as rotation with their
station.
I was told by a couple of program directors and journalists that the
only reason they bothered listening to my cd was due to the fact that I
was polite and came across as a professional. Some of them actually
showed me the stacks of cd's that they had stashed away in the corner
that they had no intention of listening to because the artists or their
representatives were too rude and aggressive.
This was the plan that I used and it worked relatively well for me. I'm
sure that there are other plans of action you can use that will work
just as well or even better for your project. I really believe that the
key ingredient is to be as professional and polite as you can possibly
be, but at the same time, don't let anything fall through the cracks.
Always follow up with a gentle reminder.
As indie artists, we have an enormous roster of talent to compete
with. If one door closes, keep pushing on, another is sure to open up
for you.
Shelley Jacobson is an award winning singer/songwriter who has had
songs among the top ten at MP3.COM, received heavy rotation for her songs
on her new cd entitled "1000 Miles", received an award of achievement
from UNISONG /97, and is currently writing material for her 2nd cd. She
also writes monthly columns for the magazine"Independent Songwriters
Magazine".
Shelley's website url is: http://www.shellsong.com
You may email her at: shelljac@norlink.net
