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Making it in the music business step by step
By Diallo Marvel
Staff Writer
The record business is based on successes
and failures.
In no particular order, artists of all styles
and talent levels enjoy high highs and
sometimes low lows.
Take Mariah Carey for example, who
was transformed from a waitress with a
golden voice to a platinum artist 20 times
over (20,000,000 albums) with her Music
Box release.
There are many people with talent, but
how does one get from rags to riches in
such a dog-eat-dog world of showbiz? No
one can offer a sure-shot formula for the
breaking into the biz’, but there are simple
but imperative steps that can help foster a
fair record contract.
First, have a secure artist 1
to-manager relationship.
Many aspiring artists suffer from
managerial problems that ultimately keep
them from reaching star status.
The best artist-to-manager relationship
is one where the manager has a clear
understanding of the artists goals and
objectives, said industry Consultant Doug
Craig of Sound Advice Inc. He also said
they should be familiar with the unique
sound of their clients and be able to offer
advice on how to polish the artists package.
A manager should also be a consummate
professional and understand photo
portfolios, integrity, publishing laws,
tactful negotiation and copyrights.
‘The music is only five percent. Business
is 95 percent...the 95 percent that will
crush your ass...,” said Def Jam’s Montell
Jordan.
It is commonplace for an artist to allow
a close friend to perform management
duties, but if this person does not possess
the necessary skills, its probably not the
best arrangement.
Second, an artist should be
manageable.
Impatience and unnecessary tempers are
frowned upon by the music industry,
according to Craig.
Performers are seen as products that make
money for record companies. Managers
and artists alike need to be proficient in
selling that product. After Montell Jordan
signed with Def Jam, he had this to say,
“People think a deal is something that
someone gives you, it’s not! Companies
expect something in return. ..the things that
make their company financially strong.”
Third, artists should have
the right approach.
Presentation is paramount in any arena
where the visual arts are involved. A&Rs
constantly get demos thrown in their faces,
followed by, ‘Can you put me on?!.’ But
if a manger sets up a meeting and presents
an image or concept to the company, their
chances of keeping the company’s interests
increase.
Consumers will buy an image.
“Some aspiring artists have talent but no
image, while others have images but not
whole lot of talent,” said Naim Ali, head of
artist development at Rowdy Records. So
some type of balanced presentation should
be worked on.
“Attitude is everything in the business.... if
a person comes in and asks for too much
money, or if they think they’re a star
already, that can keep them from getting a
deal,” Ali said.
He added that sometimes, only a small
cash advance plus living expenses can be
negotiated. But that does not mean the
label has no faith in the performer.
According to the Notorious B.I.G., he
initially received only $20,000 but went
certified double platinum with Ready to
Die and set the high-water mark for record
sales at Bad boy Entertainment. But a
group like Jodeci might receive cash
advances in the millions because of their
clout in the record stores.
Fourth, perseverance is
the key.
It may take time, but use that time to
freshen up demos and polish skills.
Sometimes it takes three hours to get a
meeting with an A&R, but if an artist is
hungry, then things will unfold.
‘The music is only five
percent. Business is 95
percent...the 95 percent
that will crush your
ass..., ” said Def Jam's
Montell Jordan.
AUDITIONS
SCHOLARSHIPS
FOR
THEATRE TRAINING
IN
NEW YORK CITY
• CHOICE OF PROGRAMS OFFERING THE STUDY OF
ACTING FOR THE THEATRE, FILM AND TELEVISION,
MUSICAL THEATRE AND DANCE
• FACULTY COMPRISING PROFESSIONAL ARTISTS
• INTERNATIONAL STUDENT BODY/STUDENT HOUSING
PROVIDED
AUDITION LOCATIONS
TAMPA ATLANTA
February 17, 1996 February 18, 1996
THE AMERICAN MUSICAL
AND DRAMATIC ACADEMY
2109 Broadway
New York, New York 10023
1-800-367-7908 OR 212-787-5300
AMDA is an equal opportunity institution.
| Health Tip j
Eat first, drink
later
Food combination is just as important as what
we actually eat. It is commonplace for us to eat
and drink at the same time. But in chemistry and
biology, required courses at Clark Atlanta
University, we learn that water, which has aperfect
Ph of seven, weakens the potency of acids.
Therefore, a nice tall glass of cold water with a
plate of meat and potatoes, reduces the stomachs
ability to digest its contents.
Also, chemical reactions [food digestion] should
take place at a certain optimal temperature. Cold
water reduces this temperature, promoting poor
digestion. Since the stomach only cycles food
once, undigested food is allowed to pass into the
intestinal tract eventually causing constipation
and other gastrointestinal problems, lower back
pain and a poor complexion.
Have you ever see a lion or tiger kill an animal
and drag the carcass to the nearest water whole
and eat and drink at the same time? The moral of
this story is to eat first, wait a little while and then
have that glass of your favorite beverage. Or have
that glass of water by itself. Eat...Drink...and be
merry.