 |
| How
to make your band get signed, sell records and have cool reviews A simple DIY method that works By Hervé de Montfort |
1
- Author's reference
Member
of the A&R staff at ALCATRAZ Production (a new French indie label
with a true "kicking around" spirit) : to know more about this
label: http://www.alcatrazprod.com
What is explained below is not theory.
It really works ! ... You'll have to work hard for that ... But YOU CAN
DO IT !
2
- Step by step recording
Choose
a style: I often receive unsolicited demos. I ALWAYS listen
to them and many of them are immediately thrown away JUST BECAUSE there
is NO STYLE along the CD : every song has a completely different sound
and feeling. REMEMBER A&Rs are not looking for a juke box ! They are
looking for artists that have something to say. I know that you can play
Reggae, Punk rock, Brit Pop, Techno dance floor, and classic waltz ...
but I don't care. I need to know WHAT YOU WANT to do, and how it feels
when you focus on it. YOU MUST MAKE SURE that one can recognize your sound
and style very quickly. Style means sound, kind of lead voice, kind of
back vocals, instruments used, kind of melodies, ... Some artists define
their style with a typical tempo or drums patterns, others will define
it with a typical voice, others with a guitar sound, ... Some artists
will play in a well known style. Others will create their own style. So
you're not obliged to play 1 chord during the whole album ... But please
stop thinking "I put all kinds of styles in the same demo and A&Rs
will sort it to pick what they prefer". They won't. No way !
If you really have talent and skill in many styles ... then record many
demos under many artists pseudonym. But remember ! ONE STYLE and ONE NAME
for ONE DEMO !
You might not love the following artists, but you'll have to admit that
their sound is very easy to recognize : Oasis, Radiohead, David Bowie,
Bob Marley, Lenny Kravitz, U2, Massive attack, Daft Punk, Blink 182, Placebo,
Céline Dion (yes even Céline Dion !).
Record a single: you might say to yourself
: "hey man if I had money to pay a big studio, my music would sound
great and I wouldn't need anyone !". Don't be so sure! Major records
companies spend their time paying for expensive studio sessions to artists
that will never make a hit ! however big the studio is ! So money is the
first point you have to break through : cleaning the floor in a Big Burger
shop will let you earn enough money to buy a computer and a cool software
(ex : protools, acid, ...), and of course a few devices (instrument, compression,
microphone, amplifier, ...). Most musicians already have this material
but still waste their time recording "demos". Think about it
! If you'd be in my shoes, what would you prefer? a crap sounded tape
with no skill - with a list of excuses at the bottom ("one track
demo recorded in my kitchen while Mum was cooking eggs" ...)? or
a good sound on good songs ? So don't wait for someone to perform with
: as the singer said "... it's just you". So try to think you're
not recording a demo. You are recording a single !
Nowadays, it's possible, with time and work, to make a home recording
sound great. Many bands use to spend a little money in little studios
to record demos : think about the money you've spent those last 5 years
... (the price of a good studio to record 1 or 2 songs ?)
- You've got a single (on your CD ROM) ? So test
it yourself : put it into your CD player and listen to it (I mean
don't listen to YOU, just listen to IT). Don't change the CD player parameters
and listen to your favorite artist. A bigger sound ? More volume? Not
the same balance ? - left, right - instruments - write it on your note
book ... and go back to your home studio.
No excuse. Be convinced that this artist doesn't sound great just because
the studio is better. Remember the golden rule of success :
- talent of the artist : 40% (so without talent ... no way)
- work and skill : 40% (without skill you're nothing ... and that's the
point you can act on)
- studio size and money : 10%
- luck : 10%
Your score must be at least 80% if you want A&Rs to listen to your
entire CD. It must be close to 90% if you want to get signed !
Of course, famous artists target the 100% score and they need a big studio
(where they spend 1 year !).
But you (unsigned band) : don't forget : a big studio is expensive, believe
me, you'd better work 1 year in your home studio than 2 hours in the biggest
studio in LA !
Another advice : instead of recording 20 songs with a crap sound (we all
said or heard : "I didn't have time for the mix, I wanted to play
a second guitar but session time-out was expired, ...") , just record
one or two with the big sound (don't worry, ifever A&Rs ask for some
others, take your guitar, and play your songs into their office - they'll
see another part of your talent : you showed some skill in studio performing
... Hey ! you can also make it with a folk guitar !).
- So now you've got a single.
Test it with your friends : not with musicians
(yes you have to know that they are often jealous, and even if they're
not, they'll tend to analyze your music : this is not what you need at
this step : you need a reaction "at first glance") : just "ordinary
people". Some will say they love, some will say they hate, and some
won't say anything (it often means they don't like it). If possible, don't
tell them you play in the band (or you'll get "Hum, well, I don't
know, it's not so bad, but maybe you should ..."), just tell them
that's new, and let them listen to it.
Be sure to ask them the artists they love (just 2 or 3), and note it :
- Those who love my music also love : xxx, xxx, xxx, xxx,
- Those who hate my music love : xxx, xxx, xxx, xxx, (don't be disappointed,
you're an ARTIST. You don't try to make everyone love your work! if some
really hate it, you can be sure some will love it ! When it's crap, people
just say "it's crap", or "hum, no ... I don't use to listen
to this style, I can't tell you ...", they don't say "I hate").
Hey ! you've made a quick market survey ! Haven't you? So use it ! Now
you need some listings :
- magazines, fanzines, webzines, ..., that talk about artists you are
compatible with,
- clubs and radios that play them,
- agents and touring agencies that love them,
You've got the listing ? (directories are for sale in every country) So
now it's time to contact them.
When people around you seem to love your music (and you checked technical
points as mentioned before), make 1.000 copies (Another month sweeping
in the Big Burger shop !). Now you've got it all, it's time to spread
your wings.
3
- Start promotion
-
Hello it's me !
Don't bother people on the telephone ! You
MUST say in the first 30 seconds who you are, what you've done, and what
you are exactly looking for (I mean get a review, find 10 or 20 gigs,
...). DON'T CALL A&R managers, journalists, ..., when you have NOTHING
TO SAY !!! : "I am a singer, I play pop but I also can play reggae
....", NO ! Don't even call to invite them to your next gig : don't
imagine A&Rs will come to your gigs just because you sent them invitations
: they do not care. In fact, even if they ever do, they don't have the
time. Just fancy that : "I can't make a decision... I received VIP
invitations for the PLACEBO gig, and one of the biggest artists of my
label plays elsewhere at the same time ... and then the phone rings...
It's YOU on the phone telling me a long story ! ...about a gig in an unknown
club ...". NO, it's definitely not the right way.
You'd better try this :
Check the list of needed stuff :
- a web site (don't say you can't, many resources such as IUMA and many
others offer bands pages FOR FREE !!! check RESOURCES
FOR INDIE ARTISTS),
- an e-mail address (idem),
- a list of gigs (don't look for fees, you just need to tour, no matter
where and for what price ... Your goal is to sell records and become famous
isn't it ?).
- a list of magazines journalists phone contacts,
- a list of radios phone contacts,
You've got it all ?
So, now let's start promotion !!!
3-1 - Internet promotion
Put the following objects on your page :
1 MP3 (downloadable for free), 3 pictures (at least one of the band on
stage), a short description of the band (story) : hey you ! I know it's
hard to admit, but be definitely convinced of that ! A&Rs do not give
a damn about the fact that Steven bought your first guitar, and then after
leaving the "unknown guys" because you changed your address
and it was not easy to come to play in the drummer's basement anymore
... you decided to sing and you bought a microphone in the shop next your
parents house ... STOP ! Just give useful information : records, gigs,
...
If you are a good writer, you can try humour : a
slice of humour may be appreciated (but not too heavy : you are
not trying to sell a joke book, you play rock in a band ... don't forget
!).
Your web site URL MUST be written on EVERYTHING that you show, sell, send,
give, throw away, ... EVERYTHING means EVERYTHING (think about it !).
Register your band name at : THE BAND REGISTER : Major Record
Companies use to check this listing before signing bands (the name that
you think that is so special might have been registered before by someone
else ...).
If you've got money to pay the fee (just compare this fee with what you've
spent in shipping fees just to send your demo tape to record labels that
did not expect it and threw it away ... then decide yourself !), Register
at TAXI : If they love
your music, they'll put it directly on the right A&R's desk in a major
records company !
Open a page at IUMA.
Contact Webzines (send them an e-mail) :
if they love your songs, they'll write about it : check REVIEWS
& ZINES.
Register your band at all available bands
listings : check RESOURCES
FOR INDIE ARTISTS.
Each time you like a web site, contact the webmaster, and propose an exchange
of links.
Submit your URL to SEARCH ENGINES (once a
week, not more ! Search engine could consider your submissions as spam
... and delete you from their data base ...forever !!!) : check the BUILDTRAFFIC
resource
Check your ranking and popularity (not every hour ! don't be silly) :
it should be growing and growing ... print it and keep it for later.
3-2 - Gigs AND
radio stations
Gigs are important : play live everywhere that you can : show your CD,
your website popularity, ... to the club manager and convince him you
are the band that must play in his club.
Each time you've got a gig :
- contact local radios : Radio stations are not on Earth
to give you free advertising and make your records sell. They work for
their auditors : they provide them good music and fresh information. So
GIVE them good music (yours) and fresh information : tell them you play
in their town. Send them a CD. Call them again : propose to come with
the band for an interview (local radios love it). When you have 2 or three
interviews (the day before the gig), send the information to the club
where you play : they'll be glad to know that you make promotion ! And
they may propose you other opportunities ...
- contact local newspapers, fanzines, and magazines : do the same thing
(beware ! for magazines you often have to give them information ... one
or two months before the gig !!!).
If a friend of yours has got the material ? It's all right, film the gig
and take pictures. Then send copies to radios and newspapers that gave
you a place in the sun.
When you're at the radio station, don't forget to leave 4 CDs
for "radio games" : auditors will be happy to win a
free CD, and the radio station will keep playing your tune on the air
...
LEAVE YOUR CONTACT to the radio station where they can
send they PLAYLIST. If they forget, call them and ask
for it, they use to do it anyway. If they don't use to, send them a PLAY
LIST PAPER and a stamped envelope, they'll fill it and send it back to
you. Many radio stations can send playlists by e-mail ... So do what you
want, but you MUST get those damned PlayLists with your band name on it
(it's good to stare at such a paper : Radiohead, placebo, pearl jam, MYBAND,
oasis, ...).
3-
3 - National magazines, agents, ..., and record labels
Now you've got things to say ... and to show :
- a list of gigs you've done,
- a list of gigs to come,
- a copy of your playlists,
- statistics of your website popularity,
- films (video tapes) of the band on stage,
- pictures,
- cool webzines reviews,
- and of course ... a CD with a bloody sound (remember ?),
But don't sit down, it's time for work !
- contact companies : ask who is the right person to get on the phone.
Talk to him (her). Send him (her) your stuff !
Call again after a few days ...
You'll be surprised, it works ! You get reviews, touring companies want to sign your band (so they might propose you to play in big festivals !!!), agents and record labels call you back (although you thought it was impossible !). And better ! A&R managers ask : "when can I come to see the band play live". Stunned ?
Selling records should be easier now ! don't you think ?
4
- Start to sell your songs and records on your website
If
you've got 1 or 2 songs only, don't try to sell them : let your fans download
them for free. If you've got more songs (an album ?), then you can start
up your own online shop.
What you need is :
- good products to sell (people won't buy your CD if they do not love
it) : why wouldn't you put other records on your e-shop ? (friends of
yours, labels catalog - that are full compatible with your style - , ...),
- a web page where you can present your products,
- an accepting credit cards system :
check those 3 solutions :
http://www.cdstreet.com/CDSindie.htm,
http://www.paypal.com,
http://www.goemerchant.com,
Choose
a cool price for downloads.
Choose a cool price to ship CDs (don't forget shipping fee : you may ship
your stuff all around the world !) : write clearly shipping fees (for
each country, or part of the world) : the shipping fee might be expensive
in regard to the CD price if you have to ship down under ! ... (propose
a one time fee for the whole album download, and don't forget to propose
a cover and pictures download option in that case ...). If you think shipping
fees are too much high for a given country, try to make a deal with an
e-shop of that country (ex : you sell one of their products and they sell
one of yours ...). Internet is a network ... So never stop networking
!
Now just wait ... and see your band sell records !!!
By
the way : I forgot to tell you something : now you need a 24/24 available
phone number where every professional can get you : if it sells ... many
of them will contact you ... So don't take a 4 months holiday in Alaska
!
:-)
Don't keep this letter for yourself, share it with musicians you know : just forward it to your friends.
Be
connected : http://www.alcatrazprod.com