Last summer, I found hope in the oddest of places. Anyone who knows me is well aware I’m pretty set in my ways musically-speaking and that “the dark arts” have never really struck my fancy. But, there I was at a metal show in the basement of a burnt-out near-condemned hotel, finding myself inspired by the efforts put forth by a trio of headbangers.

This story is important for you to take note of because it highlights the essentiality of taking on a “grassroots” approach when it comes to maintaining a competitive edge in today’s oversaturated industry. Basically, the situation is as follows: with the recent closures of the once popular Embassy, Wick and Salt within our own local scene, not to mention Toronto’s 360 and Big Bop (among many others), simply stated, we are increasingly finding ourselves in a predicament in which we have TOO many bands, and too FEW venues.

The true kicker however is not merely the fact that these venues went under. Rather, it’s the reality that all of the aforementioned establishments once served as homes to up and comers providing them with a chance to showcase their abilities and establish followings. In a nutshell, if it weren’t already difficult to get booked in the first place when you’re just starting out, it’s just become that much harder!

From a booker’s perspective seeing as the goal of running an establishment is to make moula (again this is the music BUSINESS), the result of this is that for the few clubs that still do exist, stipulations in order to get a booking have been upped. Typically this means one of two things (neither of which are encouraging) for bands:

1) you can’t get into the venue as a new band WITHOUT paying a hefty rental fee which may prove to NOT be worth your while at all if there’s NO guarantee you will be able to at least break even through ticket sales

2) if you have NOT previously established a draw within the given touring territory of the venue in question, you will NOT be considered at all; a situation very much akin to the job search dilemma in which you can’t get a job without experience, but you surely cannot obtain any experience without first being given a shot.

One rule of business that I learned early on from both of my entrepreneurial parents is that, “(s)he who speaks first loses.” In other words, if you put yourself out there as a band who is so desperate to play anywhere that you’re willing to be mistreated and give into unrealistic expectations just to get a gig, you are nine times out of ten gonna get screwed. Don’t kid yourself. Word gets around. If you even do this once, don’t be surprised if other venues try to pull the same routine with you.

To tie this all back to the opening story I shared, the point is that whether you find yourself playing in your friends’ backyards or renting out small unlikely spaces in order to get up and running, it really doesn’t matter. If people like your act, you’d be surprised at the places they’ll show up to in order to see you live. While these sorts of gig opportunities may not seem as “glamorous” as let’s say rocking out at Call the Office, a music venue which has housed legends, in my experience, you need to be READY and WORTHY as a band to earn such a privilege, and that doesn’t happen overnight.

Oftentimes bands (because of their egos, an issue we addressed last time) over-exaggerate their popularity in order to get booked into exclusive renowned venues, such as CTO. But when these bands don’t deliver the goods (again venues want to make money by bringing acts in), guess what? They end up getting blacklisted from ever playing at an establishment like that again (or at least for a very long time). I think it goes without saying that that is not the sort of list you ever want to find yourself a part of. Lesson of the week then: be creative, but also realistic.

While upon initial consideration Tyra Banks sounds ridiculous claiming that “having the right kind of personality” is a large determinant of success in the modelling world, NOT only is she right on the money with this statement, but further, the same can be said in regard to musicians and keeping their egos in check. Case in point: the once highly sought after singer of the insanely popular tune, “Black Velvet”, pissed off one too many people, lost her record deal, and now spends her days as a permanent resident at a psychiatric institute drowning in her woes (NO joke!).

When you’re rich and famous, you’re more than welcome to add bizarre demands to your rider (like Ozzy’s 1000 brown M&Ms), and likely you’ll even get away with trashing one or two hotel rooms, but because this industry is so much about “who you know” over and above what you’ve got to offer, a bad attitude and an unwillingness to “pay your dues” from the get-go won’t get you very far.

Don’t get me wrong, I’m NOT implying that you should bend over and allow yourself to get kicked in the ass repeatedly by shady promoters who clearly are not adding any enhancement to your resume. Instead, what I’m trying to make loud and clear is that you need to at all times be respectful of your fans, the media, industry professionals, and your fellow musicians (this final category is particularly important as you never know whose act may “break”, and by keeping positive alliances with all of the bands you play with, you may just find yourself being offered the opening slot opportunity of a lifetime in the future). Further, you can’t be scared (or too up on your high-horse) to get your hands a little dirty.

One of the things that I come across far too often that drives me awol are classified ads posted by bands looking for gig opportunities as though promoters/bookers have time to scour through pages on Kijiji. Lesson #1 my friends: don’t EVER expect work to find you.

I’ve played everywhere from major festivals to bowling alleys to shopping malls and even once at a chiropractic seminar. As an aspiring rocker, you not only have to be constantly on the look-out for touring and media opportunities (online, posted on bulletin boards in music shops, through word of mouth, in magazines etc.), but further you need to take the initiative to make said opportunities become your reality. Once you’ve established a decent reputation for yourself, yes, gigs will start coming your way, but even still, a serious professional musician never stops working for themselves.

The second thing that I encounter all the time (and this to me is even further indicative of an ego issue) are musician classifieds listed right above one another where ad “A” is seeking the available musician from ad “B”, and had either taken the time to read each other’s ads, they could have connected and solved both of their problems. Again, my point is do NOT expect things to come YOUR way, without putting in a little legwork yourself. Can you imagine what would result if musicians only ever posted ads and never read any? Well, nothing – no gigs would ever occur, and certainly no bands would ever form – think about it.

The most important lesson that I want you to grasp right here and right now is this: the biggest lie the music industry has ever perpetuated onto us artists is the “myth of the overnight success”. Nobody and I mean nobody (even those who do cocaine deals in backrooms or sleep their way to the top) ever makes it without first “earning their stripes.” Please, for the sake of yourself and others, don’t resort to trying to expedite the process by partaking in either of the two aforementioned heinous acts.

Let it be known, I’m TOTALLY fine with this – what I’m NOT fine with, however, is the corruption involved in this process, nor the increasingly apparent decline in some sort of “standard.” Allow me to explain:

One of the more memorable moments review-wise I’ve endured in my career, was undoubtedly when I had a “journalist” (and I use that term loosely) employed by a highly regarded Canadian music magazine rip unrelentingly on my former band’s album, only to months later commend us for our “catchy” radio-worthy tracks and “edgy attitude” after being privy to one of our live performances…perhaps she had a short-term memory problem. She got paid either way though, and isn’t that what really matters? Note the sarcasm.

Beyond this, interestingly, I’ve also been educated in regard to my own biography from reading critiques of my work: apparently my “Ode to Tofu” is a sensational hit overseas, my primary musical instrument is the drums, and Alicia Keys is a huge influence of mine.

Out of these experiences I’ve learned two valuable lessons I’d like to impart onto my fellow artistic types:

1) Take ALL reviews with a grain of salt (moreover, with any insult that is hurled in one’s general direction, one should always “consider the source”).

2) DON’T submit material for review consideration. Opt for interviews instead, so at least you’ll have the opportunity to explain your work in your own words.

The aforementioned second piece of advice seemed to be working out for me just fine until I encountered the worse of them: a woman named Lisa Shea, her bevy of voluntary writers, and a website entitled, BellaOnline.

Now in my experience, those “employed” in unpaid positions typically exert less effort and said positions have high turnover rates as a consequence. Considering my experience with the well-paid “journalist” from the highly regarded Canadian publication, I’m sure you can see where I’m going with this.

While I’d rather not even honour Ms. Shea to the extent of providing full lipservice in regard to what unraveled between her/her website and my management, I will state the following:

First off, one wonders why an interview was even conducted (mind you at my management’s long distance expense) if I was going to be so terribly misquoted and misrepresented. Two, I highly recommend to her and her writers a formal review of the term “retraction”; a perusal of the ethics established by the profession of journalism couldn’t hurt either. Three, Ms. Shea could truly benefit from absorbing the full meaning of the expression, “actions speak louder than words”: while it’s all well and good to have the “About” section on your website sing to the highest hillsides of one’s commitment to objectivity and professionalism, when one refuses to remove an article that has PROVEN to contain inaccuracies (both about its subject matter and the greater subject at hand, that being music), continues to maintain SUPPORT for a writer who willingly allowed his significant other to blaspheme the subject of his piece in the public domain, and then finally, when pried, merely REPLACED the piece with another written by herself that one can fairly safely presumed was influenced by the emotion of the whole situation (the disclaimer is most telling) and CONTINUES to contain inaccuracies, it’s hard to take such claims seriously. Finally, working least in her favour, Ms. Shea made short work of relieving her writer of his position, indicating to me that clearly there must be some admission of fault on her end…and yet the review remains. But let’s get to the real topic of today’s discussion:

In this industry, as much as I hate to admit it, you will frequently encounter sketchy situations about which you’re forced to bite your tongue – not because you’re in the wrong in any regard, but because unfortunately, artists, generally speaking, have a lot LESS capital to use to hire attorneys to defend themselves should they be accused of making “slanderous” or “libelous” remarks. Though, as noted by the Canadian Bar Association, one is ONLY liable of being charged for “defamation of character/reputation” (of which slander and libel are subcategories) should their statements prove to be FALSE and deliberately MALICIOUS, when it comes to the music biz (much like any other corporately-structured industry anymore), “money talks.” Further, this entire biz is based on “appearances” and who you know. With this said, you need to know how to “pick your battles” if you wish to be able to pursue your aspirations.

In this case, I guess what I’m trying to say is that I’ve worked too damn hard to allow any “random joe” who thinks they can run a website to insult not only me and my work, but further to misrepresent me to such an extent that it could prevent music listeners from potentially giving me a chance.

In conclusion, while the internet has demonstrated itself to be an effective tool for indies in regard to having the potential opportunity to promote one’s material to a worldwide audience (for a nominal cost, too), beyond the whole illegal downloading fiasco, it clearly has many fallacies; scam artist promoters barely scratch the surface. Suffice it to say, I can now state with absolutely certainty that I fully understand exactly what my girlfriend/fellow artist Ash Keenan meant when she said that her reason for refusing to write any further music reviews was because she felt she had become “part of the problem.”

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1) Ms. Shea’s biggest criticism of my work revolves around its lyrical content. In her view, it is cliché and underdeveloped for someone of my experience. I’d like to point out two facts one may wish to mull over when considering the validity of her argument: a) according to her biography, her background is in website/database design. Although she seems to dabble in writing, there was NO mention of her being accredited in English, Literature or Linguistics. I, other hand, minored in all three at an Ivy League university. My favourite writer is Shakespeare, and if I felt so inclined I could whip out some iambic pentameter with the best of them, but I choose NOT to with my lyrics DELIBERATELY.

Why you ask? Well, quite simply, I’m influenced by a similar notion upheld by the 60/70s pop artists when it comes to songwriting; that being to “make my art accessible to all”. I intentionally keep things simplistic so that people will understand exactly what I mean. Seeing as my three main objectives as an artist are to provoke thought, be relatable, and inspire others, it wouldn’t make a whole lot of sense to write in a style that could only be appreciated by a select elite class.

Given what I’ve just said (ie: that my usage of simplistic phrasing and imagery is intentional), it’s interesting to note that Ms. Shea still managed to completely misinterpret the meaning behind several of my lyrics.

2) As per Ms. Shea’s interpretation of the following phrase from my single “Mad World” (ie: the world seems like it’s ended…when fathers subjected kids to their abuse), I’d like to clarify here that FIRST OFF this is a direct MISQUOTATION the lyric is actually “Our RELIGION has crushed down upon us when fathers subjected kids to their abuse”.

Contrary to her conclusion that this sentence is a commentary on familial relations, it is rather a discussion of the consequences that arise from certain religions, such as Catholicism, continuing to try and uphold outdated archaic practices in contemporary society (ie: disallowance of women being able to enter the priesthood, the inability of priests to marry…don’t even get me started on abortion or gay rights etc.).

To read the lyric literally without prying into said aforementioned deeper meaning, it simply can be taken as a reference to the countless cases of fathers (aka priests) subjecting children to sexual abuse and the church’s continuous attempts to cover up said scandals.

3) A similar misunderstanding revolves around the following line in the same song (“The world seems like it’s ended when whores earn more than an honest day’s work”) While one could interpret this as a direct reference to the prostitution industry, it’s actually meant to be taken again as SOCIAL commentary on the fact that it is far more difficult to get ahead financially in contemporary society by pursuing one’s career from an honest, moral and virtuous stance – something particularly evident in the music industry.

4) I actually got my start in music when I was four. I’m a classically trained vocalist and I began writing songs when I was seven NOT in 2001 as Ms. Shea has suggested. Though HER was my first professional rock project, I’ve been involved in music in some capacity throughout my entire life.

5) In terms of the whole “homage/rip-off” debate, not only is it listed prominently on my myspace that EVERY single one of my homages on my album is DELIBERATE, but further, one with a truly well-trained musical ear and knowledge of a wide variety of genres would have been able to easily pick up on the fact that there are between one and five homages on EACH track on the album, NOT just on my song, “Don’t”.

Secondly, to compare what I did (ie: attempt to give CREDIT/RECOGNITION to all of my major artistic influences with my debut solo album by RE-CREATING in my own version ASPECTS of their melodies/lyrics) VERSUS trying to blatantly rip off the work of other artists in an attempt to pass it off as my own is simply NOT a valid argument.

My album liner notes contain the names of ALL the artists whose work I drew upon; moreover, I’ve welcomed every single one of those artists to listen to my tracks and have received POSITIVE feedback from THEM DIRECTLY regarding this idea.

6) As for the production quality of my recording, again I’d like to call upon Ms. Shea’s credentials, which to my knowledge, do NOT consist of any background in audio recording technology. Had an interview been completed as promised, I would have been able to explain the intention of making my album come across as organic as possible.

ALL of the tracks were played live (vocals/guitar simultaneously) and the occasional vocal crack, or flubbed note was again INTENTIONALLY left in the mix as in my view, no artist should ever aspire to achieve perfection, but rather something genuinely imperfect that reflects them in their raw inspired emotional state.

7) Finally, the aspect I find most disturbing about this review is the fact that it seems as though Ms. Shea has fairly established views of what specific genres should and should not sound like and should and should not do. If I can’t be creative and challenge myself along with convention through an artform, where the hell can I? I rest my case.

Agreed, mainstream music quality and originality has gone by the wayside since the 90s. Agreed, it is ridiculous to expect artists to be able to pump out consistently solid material every six months. Agreed, the market is over-saturated with talentless wannabes who solely rely on their sex appeal and/or controversial images whose producers (and their array of digital manipulation effects) are the true talents for making them sound even half-listenable. Agreed, every band that is played on modern rock radio sounds exactly the same. However, as much as the major labels are at fault for creating this predicament, music consumers AND even some musicians themselves are really doing a shitty job if they ever want even a smidgen of hope of turning things around.

I mean it’s one thing to steal from Lady Gaga who is represented by big money (though mind you, her deal is likely not as sweet as it appears to be, ie: if her album sales don’t reach a certain target, I wouldn’t be surprised if she’d have to pay back all of the money her record label loaned her in good faith plus interest), it’s a whole nother to steal from a self-funded independent artist whose career will (no word of a lie) fizzle out if they aren’t even able to break even on their record sales (albums do cost money to record and manufacture not to mention all of the time and emotion an artist invests…but right, that’s not worth anything).

But that’s just it – somehow and somewhere along the lines music consumers convinced themselves that they are justified in taking all the music they want for free and that a “true” artist creates music for the love of it, and therefore should have no expectations to receive any form of compensation (even if it’s just to cover their baseline and never profit).

WORSE, fellow artists and even some musicians themselves have fallen into this mentality, accepting it as A-okay, making them feel justified in calling persons such as me “sell-outs” because I feel that if someone desires my music, their desire signifies that they attribute value to it, and therefore I should be compensated accordingly…it’s NOT like I’m expecting to reel in billions here, no I just want a measly $10 an album for 10 tracks – seems fair to me.

What does it say about the buying public to you if you can have your supposed “biggest fan” approach you, praise you to high heavens, and then admit they “obtained” (read as “stole”) your entire catalog via Limewire (*Note: Limewire, THANK GOD, has been officially court ordered to shut down its operations. Click the link for more information) ? Yeah, it’s happened to me, and I’m sure many other indies.

So here’s the deal: if YOU are serious about being a professional musician, GET serious about approaching this industry from a business perspective. If you give away your compositions and/or your live show for FREE (except in the case of doing non-for-profit work and/or providing promotional materials to industry representatives), DON’T expect people to value what you’re doing. If you steal from fellow artists, don’t be upset if they do the same to you (that’d be being a hypocrite, my friends).

And finally and MOST importantly, if you hope to have sustainability as an artist, know your worth. Unless you were lucky enough to be born into a family whose credit line never ends, not getting paid for all of your efforts gets old real fucking fast.

As society becomes ever more encompassed in the “Digital Age”, the growing importance of video promotion, among musicians, cannot be understated. Back when I was still a rambunctious munchkin, video taping devices were known by their full name, camcorders (hard to believe, I know) and a foreign sounding version of the video tape that went by the title of “Beta”, was all the rage.

Things, suffice it to say, have changed considerably since my childhood, and instead of having to rely on film, and the mucky business of hands-on editing, digital methods have made video taping and production accessible and understandable to virtually anyone in the general populus. Accordingly, with this newfound ease of video manipulation came the novel expectation that all musicians should have promo videos as part of their professional portfolio. Lucky for all of you, turning this prospect into a reality has never been easier, or for that matter, cheaper. But just so we’re clear from the get-go, cellphone clips do NOT count, and should not be used, under any circumstances, for marketing your band. Their image quality sucks, their audio is even worst, and if you are looking to make a professional impression, well you lost me at “cellphone video.”

In terms of a starting point when it comes to making promo vids, the following things should be considered:

1) Video Type
Should you go live or traditional music video? Both versions, obviously, have their advantages, and if possible, I say do both. However, if you are restricted, for budgetary reasons, to invest in only one form, your decision should ultimately be based on your band’s career direction.

Whereas live videos have the ability to showcase your band in action, and demonstrate to potential talent buyers why your act should be booked over comparable others, music videos work to expand a band’s fanbase because of their ability to be aired on a variety of programs (both online and via mainstream media). In addition, the release of a music video often accompanies that of an album/single, making it an easy means to generate publicity for your band.

A final version of the promo video that your act may choose to undertake is that of the “on location” (ie: in the studio or on the road) or “behind the scenes” footage reel. Not only can these vids be shot for an extremely inexpensive cost (ie: usually filmed completely with handhelds), but as well, hardcore fans absolutely revel in this kind of up close and personal encounter with their favourite bands, while such videos also allow industry execs to get a taste for your personality and band dynamic. With that said however, generally this last version of the promo video is typically not released unless your band has already established a fairly substantial following.

2) Budget
Although making a flashy million dollar production would surely be quite the experience, I understand that it is not realistic for the vast majority of indie bands. You’ve got to use the resources that you have at your fingertips, and that’s why again, I recommend taking advantage of Fanshawe’s (or your local college’s) multi-talented student body.

One of my very first music videos, for an acoustic track off of one of my demos, was shot and edited by a friend of mine who was studying MultiMedia and Design Technology. Not only did I get great promotional material out of this venture, but she was also able to submit the work as a project for one of our classes; hence, it was a mutually beneficial arrangement.

If, for whatever reason, you are unable to find a student who is able and/or willing to assist you in making a vid, never fear as there are a variety of freelance music video makers in and around town that are indie-friendly. Checking postings on boards such as craigslist, or kijiji, and/or resources like overhear.com and mygiglist.com is definitely a good place to start.

Remember that your video’s budget should reflect your opportunities for airplay. As we learned last year, the likelihood of submitting a video to MuchMusic and achieving airplay, without a pre-existing contact, is extremely low. Therefore, your vid’s quality should be geared towards online. With this in mind, I do not recommend spending in excess of a couple thousand dollars. It’s not worth it, and because of internet compression, the extra quality that you paid for will most likely NOT even be noticeable.

It’s also important to keep in mind, that if your video requires extras, the vast majority of people are willing to volunteer.

3) Content
Last, but not least, what should your video (if a traditional music video) be about? As mentioned in my intro, video has the capacity to tell a story, and to relate your musical expression to who you are/what you’re all about as an individual act. I’ve seen far too many generic videos, from indies, strictly constituted of jam sessions in dimly lit warehouses complimented by sporadic zoom-ins and excessive head-banging. For the sake of my own personal sanity, please, do not use this plot (or lack thereof) as your video’s storyline – it’s overdone, out-dated, and does nothing to set your act apart from others. The best (and most memorable) music videos, in my view, relate directly to their song’s lyrical message; they’re emotional, and reflective, and balanced out by the perfect amount of rocking out.

With my band’s debut video, “Unpretty”, our vision was clear from the start. The song, beyond its references to the fashion industry, is essentially about overcoming obstacles, and challenging conformity. To visually promote this ethos, each of the members in my band played out a role in which they reached a breaking point, and literally were confronted with a wall they had to smash. The “breaking through to the other side” was symbolic of one achieving and expressing their genuine identity, without having social limitations imposed upon them. In the video, the plot comes to a climax when I jump on stage, and the song concludes with the crowd screaming for more.

In telling you this story, whether or not our track or accompanying storyline strikes your fancy, is not the point. Rather, I am merely trying to impress upon you the importance of taking risks, and sticking true to who you are as a band. Beyond receiving extensive worldwide airplay, our video has been nominated for numerous creative awards. I can safely say that had we gone the generic “indie rock band” video route, this certainly wouldn’t have been the case.

Long before you are in the position to be making any demands from promoters and/or club owners, you have to, as you may have guessed from my intro, “pay your dues”. What exactly this constitutes will vary slightly from band to band dependent upon your territory and/or genre, however, all band start-up stories involve playing countless shows, at dives, to crowds of ten people (if you’re lucky) for which you do not get paid, and are not appreciated. If your home-base is located in a big city such as Toronto, or Los Angeles, because such places are already oversaturated with wannabes and has-beens, this poor treatment is taken to the extreme; something you’ll get a brief taste of, when you tour these metropolises.

For instance, many clubs, in booming cities, actually expect indie bands to rent tour buses, and fill them with their hometown fans in order to bring a crowd to their out-of-town gigs. Further, rather than providing newcomers with opening spots so that they can work on expanding their followings, several major venues expect said bands to rent out their spaces in order to put on their own shows.

It is of my personal opinion, that both of these practises are absolutely ludicrous, as, typically, indies don’t have that kind of money to spare, and neither method will help a band in improving their attendance rates for future shows. However, this just scratches the tip of the iceberg in terms of the kind of b.s. a band must endure in order to establish themselves, and gain respect among industry professionals – all of which must be done, need I remind you, while maintaining a smile on your face! Perhaps a personal story, at this point, will be illuminative.

Aside from having countless promoters rip us off by leaving mid-way through our sets to avoid fronting our bills, not to mention being electrocuted by our microphones each time we attempted to play and sing simultaneously due to improper grounding, when my band ANTI-HERO first emerged on the scene, our rise through the ranks was anything, but easy.

Upon the release of our album Unpretty, we were invited to play out in Northern Ontario (about a 10 hour drive) at what was supposed to be a massive sporting event. As we were promised to play to 10,000 people, we agreed to cover all of our own expenses (which included renting an additional vehicle) because we were under the impression that we’d be able to break even through merch sales. When we arrived however, we were led to the stage which we learned was completely separated from the sporting event, and charged an additional admission price. Not surprisingly, the crowd wasn’t very keen on this; thus our audience ended up consisting of the other bands who were given the same line, and our significant others.
So in telling you all of this, what is the point I’m trying to get at?

Well, as much as it will suck and cause you endless frustration, realistically speaking, it will be AT LEAST a year before you have established yourself and your following, to a point where you can play semi-regular gigs to decent sized crowds. Usually to get to this stage, you will have had to have released an album. For the sake of your own career, DO NOT even think (and I mean it) about creating a touring rider until you’re at this point as it will not be honoured, and may potentially prevent club owners from offering you future shows.

Okay, but once I get there, what should I include in my rider? Because it’s no surprise that most musicians have a penchant for booze, club owners often try to pawn off beer tickets, to bands, in lieu of payment. While this may satisfy the tastes of some, it fails to assist you in profiting from your gigging enterprises. You need to ensure, above and beyond your booze requirements (if any) that your gas expenses, parking costs, and accommodations (if required) first and foremost are covered. Anything extra on top of that is “just gravy”, as they say, and that way, all earnings you obtain from merch sales or cover charges will be straight profit that can assist you in making it to your next destination.

Should I make any other special requests along the lines of Ozzy Osbourne and his bowl of 2000 brown M&Ms? Clearly, this is something that is up to your personal discretion, but keep in mind, your demands will only be met if you’ve got the star power to back ‘em up. Beyond payment concerns, if you are touring to unfamiliar territory, I do strongly suggest that you include in your touring rider that popular local acts are to open your show. Your ability to do promotions in new areas will be limited as you will not be knowledgeable of the scenes, and quite simply, you cannot rely on the clubs, themselves, to make your special appearances known. With this in mind, you may also wish to include in your rider that venues, upon confirmation of booking, are to provide you with lists of their local media for your publicist.

As your career develops more and more and you prove yourself worthy of the rockstar designation, it will result in bigger stages, better sound, more rawkin’ audiences, and, of course, “celebrity treatment”.

With that being said however, I hazard you to remember two things:
1) never forget where you came from and
2) don’t convince yourself, for a second, that it’ll be an easy climb.

You’ll undoubtedly have to deal with a lot (and I mean A LOT) of shit, at first, but don’t let it turn you into a pushover, or cause you to bend your standards, once you’ve attained some bragging rights of your own. Most importantly, you must remember, in the music industry, there are certainly no second chances, and to protect your own career, you most definitely should never concede on territory you’ve already conquered.

Catch Rose Perry appearing as a special guest speaker at this year’s Jack Richardson Music Awards’ Seminar Series this Sat April 4^th! www.jrma.ca for more details. Youtube link available here: http://www.youtube.com/watch?v=KRwAH8Gx_Qg

1) Go Strictly Digital
Though still being affected by illegal P2P programs like Limewire, legitimate online sales, are growing slowly, but surely, and industry experts predict that the cd, as a media format, will likely go the way of the cassette, eight-track, and so many of its earlier predecessors. So why not get yourself out of the manufacturing game now? You’ll save yourself the unnecessary hassle of trying to shift physical product in a time where retail is open less and less to indie artists, not to mention you’ll cut down expenses enormously. Plus which, there are the trees, whose lives will be spared, to think about as well.

2) Say Yes to Recycled Materials & Green Technology
If you are really still set on having a physical product for consumption, there’s no need to despair – more and more companies, including St. Thomas’ Second Records and Toronto’s Indiepool, are going green with their manufacturing technology. Offering disc booklets printed on recycled materials with soy based inks are just the tip of the iceberg. Other companies, primarily in the US, are in the works of revolutionizing their screen printing technology to make it more eco-friendly. There are options out there (though a bit more pricy), you just have to dig a little deeper, but it’s definitely worth it.

3) Paper Press Kits – Make Em a Thing of the Past
In congruence with the previous suggestions, go online with your promotions and publicity – it’s easier, more convenient, and will save you money (not to mention the world!) in the long run. There are great sites like Sonicbids which can help you design flashy online professional portfolios, but really it’s as easy as simply building a press page right on your official website. If again, you really can’t tear yourself away from the hard copy real deal, then use recycled paper, at the very least.

4) Employ Online Media Solicitation
Though the dinosaur model of the music industry is admittedly outdated and in desperate need of a massive overhaul, efforts are being made to stay in tune with the issues of our day. One of these winning solutions is a little known (to indie artists) piece of technology called the Digital Media Delivery System (DMDS for short). To summarize quickly – essentially it’s a digital file transfer system that allows artists to send their high quality music and video files to various media broadcasters without having to deal with messy (and expensive) mail outs. While still in its formative years, its popularity, among broadcasters, is exponentially increasing. I recommend getting on board!

5) Cut Your Carbon
Though some bands, in Europe, have opted to tour entirely by bicycle (no joke), I realize that for you four piece rockers who employ extensive drum-kits and Marshall stacks, clearly this is not an option. While a van, in said situations, is clearly a necessity, there are ways to reduce its harmful emissions. Hardware shops, like Canadian Tire, carry special devices that help improve your vehicle’s mileage, and there’s always the option of using biofuels, if possible. More simply, keeping your tires inflated, and carpooling as often as you can are easy solutions that anyone can do.

6) No More Mapquesting
Every band, at some point in their career, will travel to foreign territories for which they require directions. Though, by no means would I ever suggest simply winging it, instead of wasting all of the paper and ink that goes into printing countless pages of maps and city street routes, one simple investment can be the answer to all your directional problems: that being, a GPS system. Clearly an investment that one will have to save up for, but a good one nonetheless.

7) For the Ladies & the Emo Boys – Go Mineral & Natural
As I said only a few weeks ago, image is everything, and you’ve got to play the part. Accordingly, having a solid stock of makeup, and hairdye (and other hair products) are undoubtedly important for many bands, particularly those of the goth or glam genres. But environment-wise, not to mention heath-wise, it doesn’t really make a lot of sense to spend oodles of cash on products that are toxic, and synthetic if you looking for longevity in regards to either of the aforementioned points. Lucky for you, mineral cosmetics and natural hairdyes are becoming more common place on the market. Go look for yourself!

Cool Finds for Cheap
Along with the last point, wardrobe is clearly an investment, for any performer, that needs to be taken seriously. While wearing ripped jeans, and flannel shirts worked for the grunge rockers, not every genre has created such a staple in terms of fashion. However, it’s important to realize that looking good means being noticed, and resultingly, most professional artists have signature styles and unique attire that CANNOT be found at just any Old Navy. One of the best ways to find one-of-a-kind pieces, beyond having a personal fashion designer, is to visit vintage and second hand clothing stores. Not only will you get the best bang for your buck, but you can pretty much guarantee you’ll find at least one very out-there piece on every visit.

9) Purchase More Pawn
I often feel sorry for the countless guitars hanging in the windows of pawn shops longing for the day when someone comes in and allows them to wail once again. Though society has allotted terms like “used” and “pawned” with pejorative connotations, I can honestly say that I seen some of the most incredible objects hidden away in the corners of these so-called “hock shops”. Though it may take a bit of extra digging, I truly believe that it is well worth the effort. The first step, however, is to change perceptions about these sorts of stores, and the items they have for sale. Instead of thinking of pawn as someone else’s garbage or attempt to pay off a debt, I prefer to term them, simply, as “pre-loved”.

And finally…

10) A Charity of Your Choice
When you get to the point at which you have begun to profit with your music sales, nothing demonstrates your appreciation to the public, for your successes, more than donating some of your proceeds to the charity of your choice. There are clearly tons of great eco nonforprofits out there including the WWF. Not only will supporting such agencies help heal the world, it will also be great for your public image, and did I mention that you can claim it on your income taxes as a writeoff? Sounds to me like a win-win situation all around!

While this conviction maintains a certain degree of truth value, at least in regards to the increasingly limited realm of major labels, the same cannot be said of the independent sphere. As I hope to demonstrate through the following discussion, moreover dissection of today’s music industry, with three highly successful musician-cum-label owners, art and commerce do not have to be at odds. In fact, in the case of G7 Welcoming Committee Records, the independent label owned and operated by Manitoba-based politically charged punk rockers, Chris Hannah and Jord Samolesk, of Propagandi fame, promoting a subversive anti-capitalist agenda would actually work in one’s favour in terms of getting signed.

As the subject matter of the following discourse primarily revolves around the indie music scene, providing an overview of how each of my interview subjects got started, along with their definitions of what constitutes an indie label seems, to me, an appropriate point at which to begin.

Robert Calder, trumpet player for Vancouver pop band The Salteens, and co-founder of Boompa Records, which includes, Matt Sharp (Weezer), among other notable acts, on its roster, established his label in 2003. Driven by what he characterizes as both ambition and naivety, despite the fact that The Salteens had already successfully acquired label representation for their studio releases, Calder was interested in creating his own company that kept, at its forefront, practises that are sustainable from both a business and artistic point of view. In his own experiences as a professional touring musician, he remembers, all too often, moments, in the heat of business, in which it was forgotten what artists require to be generative.

With this in mind, it’s no surprise, that Calder defines a true indie label as one that is not founded solely on the premise of achieving profits. In fact, he goes so far as to state that if a project is proposed to one of his artists that is highly lucrative, but has the potential to be draining for them, it is this latter factor that will be afforded more weight when it ultimately comes to making the decision. In his own words, “the plight of the struggling artist should be about growth and development, not unmet expectations.”

Though, Tim Potocic, drummer of 90s-inspired Hamilton rock band Tristan Psionic, like Calder, had established a recognizable degree of acclaim within the indie scene, the impetus fuelling the development of his independent label and distributor, Sonic Unyon, was rooted more in necessity than aspiration. Contesting that both he and his bandmates perceived the music biz as a larger entity than it is in actual fact, Potocic, put rather simply, “didn’t really think that [any labels] would be interested in helping [him take his band to the next level].” As a musical group whose mentality very much centred around the D.I.Y. mantra, coupled with the fact that all of Tristan Psionic’s members were schooled in either business, economics, or admin, even though he openly admits that initially they didn’t really know what they were doing, Potocic always had faith that they’d be able to handle whatever came their way; Sonic Unyon’s near-20 year (and counting) stint is certainly a testament that this was true.

Like our next guest, Chris Hannah, Potocic is hesitant to designate a single business model as being definitively “indie”. In his view, what makes Sonic Unyon artist-friendly fundamentally comes down to having a good team, working with like-minded people, and splitting everything (both expenses and profits) 50/50 between his artists and the label. While Potocic strongly believes in giving his performers free reign when it comes to the creative process, he also appreciates the perseverance and drudgery that goes into making a band successful. For that very reason, when it comes to scouting new talent, it’s the acts that demonstrate the strongest work ethics that really grab his attention.

Chris Hannah and Jord Samolesk’s go at the business side of things, frankly, can be chalked up to artistic impulse. While the urge to create, among artists, goes without saying, so too does the appetite for experimentation, and in some cases, the desire for world domination. Identifying with the mid-80s underground zine, metal tape-trading, and punk rock scenes, Chris and Jord were, “encouraged [by and looked up to] the bands who got their hands dirty.” Not only seeing the act of creating their own label as a means through which they could stay productive and engaged in the industry while wearing different hats, but as well as an alternative platform where they could register and promote their complaints about the system, shortly after its launch, G7 became home to a smorgasbord of politically radical bands and speakers. American linguist and political activist, Noam Chomsky, is but one of the controversial figures who releases his material via Hannah and Samolesk’s collective.

While, as mentioned, Hannah does not subscribe to using the term “indie” to denote any organizational scheme within the music industry because, in actuality, “everyone releasing music – in the form of a physical/digital product to the public – is [in some way] dependent upon the infrastructure of the music-industrial-complex,”, he does feel that, “within that framework, organizations can act more or less ‘independently’ if they are not beholden to shareholders and/or if profit is not their prime directive.”

As illustrated by the above responses from all three of my interview subjects, whereas the form the business itself may take remains considerably up for grabs, there seems to be consensus, among indie label founders, that the creation of one’s own label should be conceived of as a labour of love, not a money-making machine. Credence to this fact comes in the form of Potocic’s own struggle for success.

Although Sonic Unyon, today, is cited regularly as one of Canada’s most influential music makers, it wasn’t until Tim was in his seventh fiscal year that he was able to take home his very first paycheck. Calder, similarly, isn’t shy about Boompa’s humble beginnings. Long before he knew they got it right, he recalls numerous failures, poor decisions, hiatuses, and regroupings. But, rather than reflecting on these experiences unfavourably, Calder, like Potocic is able to recognize the wisdom he gained, as a result.

Naturally then, both founders concur that one of the biggest blunders any band can make is to set unrealistic expectations. Contrary to what the media would have you believe, nothing, in this business, happens overnight, and you certainly cannot expect to attain any sense of glory, without first being willing to display your guts. Accordingly, all three of my guests highly recommended that bands maintain other ventures, while pursuing their musical careers. For one thing, cash flow will likely become an issue if you are solely relying on your gigs to front your bills, and secondly, having other goals in life makes you well-rounded. Speaking from his own experiences, Potocic resolves that, “if you have many skills [in life], then you will always land on your feet.”

When it comes to illegal downloading, Calder, Potocic, and Hannah’s views are somewhat more lax than what one might assume of label owners. In Calder’s eyes, “a fan is a fan no matter how they get their music,” and Hannah is quick to point out that for every one person who illegally obtains your tunes, undoubtedly there are five others who get to hear something they would not have otherwise. Moreover, while Potocic accepts the fact that illegal downloading has affected everyone’s business on some level, he strongly contests that, it alone, cannot be blamed for the awful state of the music biz. Rather, he suggests, “people still love music and people still support artists. The traditional model [just] doesn’t apply anymore. We are in the middle of more than just a format change – but a change in thinking of the consumer and a shift in consumer spending.” Taking it a step further, Hannah, like myself, cites the industry’s downfall in its foisting of terrible records, upon the public, for far too long: “if labels would stop trying to make money by pawning off garbage, maybe people wouldn’t be so quick to think that [music] didn’t hold any value.”

Despite his attribution of blame however, Hannah remains hopeful. While he agrees illegal downloading, “is not good for [big] businesses that have invested all of their money [into] shiny plastic discs,” he does believe, in all sincerity, that, “it could be good for music.” To this Calder adds that, “true fans support artists in many ways,” and he truly hopes that, “the whole concept of signing bands and throwing crap loads of money at them, to see if they [can] sell a ton of assets in the first week of release, goes the way of the dodo bird.” As made evident through the above discussion, whether or not the corporate structure fails is irrelevant – most indie artists, let alone indie labels, do not align themselves with the traditional music biz’s point of view.

As our three week long examination of what it takes to start your own label comes to a close, I’d like to share with you one final offering of advice. As I’ve attempted to impress on you in this piece, as in others, carving out a career for oneself in the music biz, whether as an artist or label owner, is not for the faint of heart, and it is for this reason that a love of art must supersede all other potential motivating rationales. To leave you with a quote that I feel aptly summarizes the indie label owner’s point of view, in the words of Hannah: “if you believe in the transformative potential of music, [I encourage you to] go for it, [but] if you’re looking for anything else, just take the job at your dad’s business that he’s been offering you. Please.”

You’ll notice that I put right in quotations because it is a qualifying word of a subjective nature meaning that there are a multitude of ways that you can approach your business, and its presentation, but, it will be up to you to uncover what you feel works best for your mandate.

For example, while both labels were born of the 1980s’ D.I.Y. grassroots mentality in order to support independent alternative, rock, and punk bands, Sympathy for the Record Industry, and Epitaph Records present vastly different images to the public and to their potential clientele – a quick look at both of their websites is demonstrative. While Sympathy’s online presence appears amateur, is difficult to navigate, and their official site’s frontpage sarcastically insults the label itself, its founder, as well as any supporters of its artists, Epitaph, maintains a sleek, and flashy appearance comparable to that of any major label. In fact, without knowledge of Epitaph’s founding history (it is the brainchild of Bad Religion guitarist Brett Gurewitz), one could easily mistake it for just that. Though Epitaph, undoubtedly, has the upper hand in terms of creating a professional look that would be well-respected in the business side of the music world, Sympathy’s homegrown anti-corporate ethos, evident in its self-presentation, is arguably responsible for attracting and subsequently launching the careers of many notable artists including Hole, The White Stripes, and The New York Dolls.

So which label has it “right”? Well, there really is no single answer. Both Epitaph and Sympathy have been extremely successful, as indies, carving out reputations for discovering hit acts, while maintaining artistic integrity, for all of the bands they sign, at the forefront of their operations.

As stated in my introduction, the choices you make in regards to the marketing of your label are ultimately a personal choice, but regardless of whether you decide to paint yourself as pro or foe, an arsenal of the following tools will assist you on your road to success:

Number One: A Slogan
Why did you form your label? What’s its purpose? What makes your label different from the thousands of others already in existence? – are all questions that you’ll need answers to. The easiest way to synopsize exactly what your company is about is by creating a memorable one-liner in the same fashion as those of the following labels: Sonic Unyon Records claims to “transcend mainstream mediocrity”, while G7 Welcoming Committee Records states proudly that they’ve been, “uncooperative since ‘97”. In order to expand on your label’s history, and mandate, devoting a page on your website detailing a mission statement and/or an about us section is also something worth considering as many bands, when debating to whom they will solicit their material, make their decisions purely on the nature of said things.

Number Two: A Logo
Sometimes as simple as just finding the right combination of font, and colour, your logo doesn’t have to induce psychedelic mind-trips, or have satanic affiliations, but it should be an artistic representation of your company that again, speaks to what you’re about and has memorable qualities. If you’re not skilled in the graphical arts, I highly recommend finding someone who is – even if only a student – to come up with an aesthetically pleasing design for you, as there is nothing worse than a makeshift cut and paste job if you’re trying to market yourself as a professional. Once designed, all promotional materials issued, including press releases, business cards, cds, websites, posters etc. should bear an invariable version of your logo (ie: don’t constantly change its colours) like a badge of honour to demonstrate to your affiliates and fans that your company is consistent in its image, as well as what it offers.

Number Three: Business Cards
Just as I noted last time, in regards to websites, there is nothing that I, as a music journalist, hate more than coming across something in which I’m interested for which there is no appropriate contact information. Similarly, considering that networking is such a crucial component of establishing business relations, and reputation building in the music biz, it is equally aggravating, for industry professionals, to come across bands and/or aspiring label owners who are not adequately stocked with handfuls of business cards at shows, and industry conferences. You need to be prepared for anything in this industry because you never know who you just might meet, and having business cards on you, at all times, is certainly a step in the right direction.

In terms of design, maintaining the same colours and fonts that you use for your website, and logo, on your cards will work to solidify your label’s image. Make sure that you include all necessary contact information (ie: postal address including country, phone, fax, email, website), your slogan, and where applicable, the roster list of the bands you represent and/or a list of your top five acts. Including all of this info is essential as at any given gig, an industry rep could meet upwards of a hundred people trying to get his/her attention, you need to ensure that they’ll remember exactly who you are, and what you’re about, come time for the follow up.

As a side note: A newer trend that I’ve witnessed on the band promotional front is the creation of “postcard” style business cards in which the band is presented in full colour photographic form on the front, while label contact information, and selected quotes about the act are depicted on the reverse side. If done properly, these can be quite eye catching, but it’s important to realize that they are much harder to carry around as they don’t easily fit into pockets, and the last thing that you want to do, with your promotional materials, is to inconvenience the very person to whom you are trying to sell up your business.

One last note on business cards: Please, I beg you, actually spend money on getting these things printed professionally. I know that they can be expensive, both to design, and to print, but trust me it’ll be worth while, and there are lots of services out there willing to give you good deals, if you make the effort to look. You will not fool anyone with cards produced from your at home laser printer or worse, those printed on Kodak photo paper. They look like shit, and make you, in turn, look like shit, and I’m sure that’s not the image you’re going for.

Number Four: Press Kit(s)
Press kits are your means of getting “the good word” out about the bands you represent to venues, bookers, media reps, and other industry professionals. While their look will vary from label to label, standard components, all of which should be tucked neatly into a crisp folder, include: the band’s biography, a “stat” sheet (which lists, in point form, notable accomplishments, and/or awards) an 8 by 10 photo (often black and white, with 1 – 1 ½ inch white framing) that depicts the entire band with their logo overlaid, upcoming tour dates, press quotes (about the band in general, their live performances, or their latest release), a copy of their latest disc, and of course, your label’s business card. Just as your website, business card, and slogan work to “brand” your label, your bands’ press kits should follow suit.

Each one of your bands will, of course, have their own distinctive look, but the packaging (ie: the style of photography, the kind of folders used, the general layout of materials etc.) in which they are presented should work to draw an association back to your label, and ensure continued business dealings, even if one of your bands decides to jump ship. A simple means by which to accomplish this is by including your label’s logo as the header, and contact information as the footer on every page included in the kit. Not only will this establish part of the standard format in which you represent your bands, but it also makes your contact information easily accessible should someone accidentally misplace your business card.

In conclusion to my series on starting your own label, I would like to leave you with a final bit of advice derived from my own experiences. People often get caught up in the excitement of their own ideas, and convince themselves that they have superhuman capabilities. They take on more and more and more, but eventually they reach their breaking point, and had they just set out a sensible plan of attack from the beginning, they never would have found themselves in that situation. Take it from someone who once attempted (successfully, if you don’t count my consequent mental breakdown and physical fatigue) to book all of her own shows, do all of her own publicity, negotiate all of her own business deals, while performing several times a week, working part time, and attending school- you cannot do it all of your own, and even if you can, it will eventually catch up to you. Creating a successful business not only takes time, and perseverance, as well as band of reliable associates willing and able to help you with everything that it entails. Do not underestimate how hard it will be (hundreds of indie labels go defunct every year), and do not overestimate your own abilities. Do your homework, start out slow, and do not rush success. After all, everything that is worth fighting for is always a challenge.