From Art to Commerce: A Workbook for Independent Musicians

By Tamara Saviano and Rod Picott

The odds of building and sustaining a career as an independent musician are better today than ever before. But creating great music is just the beginning. In order to succeed, you’ve got to sell it, too. That requires a skill set that doesn’t come naturally to many artists, some of whom waste thousands of dollars in expenses—and generate only frustration—because they lack the information they need to work smarter.

The good news is, you can learn to think like an entrepreneur. From recording and packaging to booking gigs and marketing yourself, you can hop on the road to success, or gallop farther along if you’re already on your way, by cultivating your business acumen.

That’s where this workbook comes in. A comprehensive program created by Grammy-winning producer, manager and publicist Tamara Saviano and independent artist Rod Picott, From Art to Commerce demystifies the perplexing elements of the music business and teaches the entrepreneurial skills essential to building and maintaining a healthy career.

You’ll learn how to develop diverse revenue streams, control costs, maximize your music catalog and decide if and when to hire professional help. With this workbook, you’ll empower yourself with the tools and information you need to make savvy decisions and thrive as an independent music-business professional.

• Language: English
• Publisher: BookBaby
• Release date: Aug 1, 2013
• ISBN: 9781483502588

Book preview

From Art to Commerce: A Workbook for Independent Musicians

Copyright © 2013 by Tamara Saviano and Rod Picott

All rights reserved. Printed in the United States of America. No part of this book may be used, reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or digital information storage and retrieval systems now known or to be invented, without written permission from the authors except in the case of brief quotations embodied in critical articles and reviews.

Published in the United States of America by American Roots Press. For information or to place bulk orders for business or education please address American Roots Press, 1609 Horton Avenue, Nashville, TN 37212 or via email to [e-mail].

FIRST EDITION

ISBN: 9781483502588

Praise for From Art to Commerce: A Workbook for Independent Musicians

Whether you are a seasoned pro, or just starting out as a performer or music industry professional, this workbook is for you. In this evolving world of what we call ‘the music business,’ Tamara and Rod share their secrets for how to make a living at doing what you love. --Claire Armbruster, General Manager at KCA Artists, Nashville, TN

Tamara Saviano is an intelligent, clear-eyed, no-nonsense professional who is a pleasure to work with and a reliable partner to have on your side. --Kris Kristofferson, Independent Artist and Songwriter, Maui, HI

In 2012 to celebrate my 50th year in the music business, I released a newly recorded album of 25 Greatest Hits. In all my years of singing, I’d never released an independent album and had no clue how to do it. With Tamara’s excellent guidance, she explained how it was done, set me up with an independent distributor, handled all my publicity and generally acted as an all-in-one record label staff for me. The release was extremely successful and I couldn’t have been more pleased with Tamara’s work on my behalf.

--Gene Watson, legendary country singer, Houston, TX

"Tamara Saviano led the whirlwind public relations campaign for my album Like A Rose. In addition to big guns like Rolling Stone, New York Times, and Us Magazine, Tamara also secured a review on NPR’s coveted Fresh Air and a performance slot on Prairie Home Companion. If you’re looking for someone who truly cares about art, Tamara is one of the best in the business at showing the world why they should care, too." --Ashley Monroe, Warner Music recording artist, Nashville, TN

Lots of people in this business have one area of expertise: Management, booking, publicity, etc. In Tamara Saviano, you get expertise in all those disciplines, and then some. She is the voice of reason and experience and I’m not the only one who feels that way. --Brian Hill, Paradigm Talent Agency, Nashville, TN

Tamara Saviano is one of the most talented indie managers, label consultants and PR people that I’ve had the pleasure to work with. A gifted entrepreneur herself, I can think of no one better to speak to the independent artist community to help them navigate these often difficult waters. --Kerry O’Neil, co-owner of Big Yellow Dog Music (4-time Grammy winning music publisher), Nashville, TN

Tamara Saviano is one of the most knowledgeable, competent and well-respected professionals in the music business today. She has a thorough understanding of every aspect of the industry and is passionate about sharing that knowledge with others. Tamara is a consummate professional, a highly effective educator, and a pleasure to work with.

--Dr. Gary Hartman, Director, Center for Texas Music History, Texas State University-San Marcos, TX

Tamara Saviano is not only a tremendous manager and publicist with the connections to get your music heard and promoted, she has the ability to help artists see the big picture and come up with a plan. Plus, she is one of my favorite people to hang out with.

--Radney Foster, Independent Artist and Songwriter, Nashville, TN

Rod Picott's world weary songs glow with both self awareness and humility. The truth of who we are is slippery, hard to contain, and most people have very little interest in it. Nonetheless, it is the work of an artist to find that truth and show it to us in ways that will see it. Welding Burns, Rod's new collection of songs, is a fine example of an artist doing just that. The songs on this record reflect the realities of the time we live in, and they contain hard truths. The songs are both beautiful and disturbing, and are the work of an artist who deserves to be heard. I hope he sells a million copies. --Mary Gauthier, Independent Artist and Songwriter, Nashville, TN

[Picott’s] beautiful but bleak tales speak eloquently to working-class hardships today.

--Nate Dow, Boston Herald

[Picott’s songs]...may one day gain recognition as a classic musical portrait of the common man --William Kerns, Lubbock Avalanche Journal

This is quite simply another blue collar classic from Maine's finest songwriter. --Arthur Wood, Maverick

Everything Picott touches turns to gold here. --Jason MacNeil, Country Standard Time

"No current country star can top Picott's commitment to zero in on the spirit bruising experiences of the skilled laborer—especially on his new album, Welding Burns." --Jewly Hight, Nashville Scene

Picott may have created the perfect singer songwriter album—5 stars. --Maverick

Beautiful and heartbreaking songs-one of the best on the Americana and folk scene. --Slaid Cleaves, singer-songwriter

If you're a fan of great songwriting, you're a fan of Rod Picott. Simple as that.

--Brian Koppelman, Director/Screenwriter Oceans Thirteen, Solitary Man, Rounders

[Picott is] a major major talent. --Robert Oermann, Music Row

His music has been favorably compared to Steve Earle and Fred Eaglesmith. Four albums into his career Picott is ready to join those two as a reference point for the next generation of musicians. --Jeff Weiss, Miles of Music

Table of Contents

Chapter One

Music Business Overview

Is this house made of brick or straw?

Chapter Two

So You’re An Artist

What do you want, a cookie?

Chapter Three

Songwriting and Music Publishing

Can you get my song to Taylor Swift?

Chapter Four

Studio Recording

Can you make me sound like Elvis?

Chapter Five

Record Labels

Hey, man, can I give you my demo?

Chapter Six

Manufacturing and Distribution

Is my CD in Wal-Mart?

Chapter Seven

Marketing

Tip: No one is looking for you.

Chapter Eight

Media

Huh?

Chapter Nine

Touring

How do I get to Carnegie Hall?

Chapter One

MUSIC INDUSTRY OVERVIEW

Is this house made of brick or straw?

En-tre-pre-neur [ahn-truh-pruh-noo-er]

Noun

1. A person who organizes and manages any enterprise, especially a business, usually with considerable initiative and risk.

This definition of an entrepreneur could have been written specifically to describe an independent artist. Artist entrepreneurs must master the art of business as well as writing, recording and performing music.

Do you want to get your music in front of an audience? Do you want to grow your career as an artist? Do you know the difference between a publicist, promoter and producer? Do you want to cut out all the confusion, frustration and wasted time trying to figure this stuff out by yourself?

Here’s some good news: the music business is not as complicated as it may seem. From Art to Commerce: A Workbook for Independent Musicians is a comprehensive program created by industry leader Tamara Saviano and independent artist Rod Picott. This workbook will demystify the confusing and disorienting pieces of the music business and teach you to be an entrepreneur. It includes nine core sections that will give you the tools and information you’ll need to thrive as an independent artist.

We will teach you how to develop diverse revenue streams, control your costs, maximize your music catalog and decide if and when the time is right to hire professionals to help you. Armed with this knowledge and new skills, you’ll be equipped to take steps critical to your success and make the best decisions for your career.

To figure out your best path, we think it is important that you understand the business of music from all angles. As artist entrepreneurs, you will be working outside the norm and creating revenue streams for yourself that likely wouldn’t happen in the old-school music business. However, it is still important to understand that business model so you can decide which pieces, if any, may help you.

At some point, you may be offered a record deal or a publishing deal or you may find an angel investor that wants to help you. After completing this workbook, you’ll have a clear understanding of what those deals might mean for you as an artist. You’ll have the knowledge to make an informed choice.

Do you need a publisher? PRO? Producer? Engineer? Record label? Manager? Publicist? Booking agent? Tour/road manager? Radio promoter? What does each of these specialists do? How do they operate? How do they get paid? What makes sense to do yourself and when should you take the leap to hire out for one of these services?

The answer will be different based on your individual strengths, needs and desires for your individual career. First, here are some basics you’ll need to know.

Terminology

Artist – The singer/songwriter/musician/hopeful star.

Songwriter – The person who writes the songs and either performs their own work or writes for others.

Musician – Studio musicians play on recordings. Road musicians play on the road. Often musicians do both, particularly in the independent world. When hiring studio musicians, you may want to keep in mind what you can afford on the road. For example, if you hire a 12-piece orchestra to play on your record but you go out on tour alone with your acoustic guitar, it’s going to be difficult to connect your live show to your recording.

Artist Manager – An artist manager coordinates and oversees every aspect of the artist’s career. If there are booking agents, publicists, a record label, radio promoters and other professionals working for the artist, it is the manager’s job to oversee all of those pieces. If an artist is Do-It-Yourself (DIY), she is her own manager and will hire help as she needs it. Managers work on commission and typically charge 10-20% of the artist’s gross income depending on the role they play. Sometimes they negotiate a higher percentage if they are also doing the job of the agent, publicist, promoter, etc. Signing with a manager is like getting married. It is a business partnership.

Business Manager – A business manager is the accounting, bookkeeping and financial advisor for an artist. In small organizations, you may have a bookkeeper take care of basic accounting and hire a tax accountant to handle taxes. This varies from artist to artist. Artist managers should not handle finances or accounting unless they have a CPA on staff and make special arrangements with the artist. There is a definite conflict of interest.

Booking Agent – Agents book paying gigs for artist in different venues – nightclubs, theaters, casinos, arenas, coffee houses, festivals, etc. Agents primarily work on a 10-15% commission, but sometimes they will charge newer artists a fee per venue booked or even a retainer until the artist is up and running making a regular income.

Tour manager – Plans and coordinates artist’s tour dates and advances those dates with the venue. Advancing means coordinating all details with the venue including the artist’s technical needs, stage layout, getting posters and other marketing materials to the promoter, etc.

Road manager – Goes on tour with the artist and is liaison for all of artist’s work on the road. In smaller organizations the tour and road manager is often the same person.

Publicist – Introduces artists to media and is the primary information broker between the artist and print and online journalists, television, radio, etc. Publicists are generally hired for tour press (to let local and regional media know when an artist will be performing in the area) or for a national album release launch campaign. They are two different animals and we’ll talk about both of them in the media section.

Radio Promoter – Promotes artist’s