Endless Opportunities Exist
by Larry Weir
There seem to be endless opportunities available in the new age of the music industry. Companies are popping up fast and furious to add to the demand, and at times it can be quite overwhelming. For so long we relied on the traditional ways of doing business in promotion, distribution and marketing, only to find that much of that is out the window. The Internet has unintentionally changed the entire landscape for the better. All of the major labels (the few that are left) have been scrambling to figure it out.
MySpace has added a great new twist to the mix, and major labels seem to be fighting hard to get their artists overly hyped there. They have hired staffers to work on the site to try to lure as many "friends" as they can into their world. The good news is that thousands of recording artists in the independent arena are also doing the same thing, and most of them have more free time on their hands to keep up with the big boys. We find now in record promotion that using fan base information from MySpace seems relevant to the conversation, and the music and program directors are listening to all of this new and vital news.
The digital world has also changed the landscape in a big way. At the recent Midem conference in the south of France, the companies that were talking digital distribution were the stars of the event. Ingrooves, a digital media publisher and technology company that provides distribution, marketing and licensing services, was in full force at the conference, making deals left and right. Their main office is in San Francisco, and they are making things happen. Fontana, the independent distribution arm for the Universal Music Group, has recently signed a deal with Ingrooves. This will allow many of the independent labels and artists that they work with to reap the benefits of being part of the Universal Music Group. This means that you can do you own thing independently and still get some of the major-label muscle behind your operation when you get to that certain level.
With all of this being said, you still need a strong game plan and you'll need to get some radio airplay. There are many legitimate independent radio promotion companies to provide excellent service at affordable prices. With all of the consolidations and changes in the industry, radio programmers seem far more approachable than ever before, provided that you are making radio-friendly and competitive music that has a strong production value. The programmers are not asking what label you are on anymore, but they will take a new single into a music meeting at the suggestion of a reputable independent.
Once you start getting some numbers and markets under your belt, you may want to hook up with a number of new and inventive marketing groups such as the Almighty Institute of Music Retail in Studio City, Calif. This is a new and strong outfit that will follow the radio tracking reports, look up all the possible retail outlets where you are getting spins, and help get your CD into those markets. You can check them out at www.almightyretail.com.
Trades are ready to track your progress, including the STS System that fuels the charts of New Music Weekly magazine. In fact, New Music Weekly's Future Hits music sampler provides service of artists' singles to the entire music world at a rate that is far more cost-effective than trying to press and mail product on your own. The Independent Music Network provides syndicated radio programming for independents only in both the mainstream and country formats. New tools are everywhere you turn these days, so take advantage of the new age.
Larry Weir and Masika Swain run National Record Promotion out of the Los Angeles area. Send your CD for consideration or evaluation to NRP, 137 N. Larchmont Blvd., #500, Los Angeles, CA 90004. Call them at 323-658-7449. E-mail lweir@larryweir.com, and visit www.heartlandent.com, www.larryweir.com and www.masika.net
