Lessons from a Mexican Restaurant

 

The other day I went to my favorite Mexican restaurant for lunch.  It is a quaint little “mom and pop” shop that makes some great food, has an awesome atmosphere, and plays great Latin music.

I noticed they had a sign by the cash register that said:

Join Our Email List

Get 20% Off Your Meal

Get Great Coupons and Chances to Win Prizes

That sign made me realize that so many artists offer me nothing to join their email lists, and you know what?…It greatly reduces the chance I will.

Seems my homegrown Mexican entrepreneurs know more about marketing than most entertainers.

Musicians undervalue the power of the email list.  It is a direct connection to your consumers. It is a way to tell them about your new album, so they buy it. Inform them about upcoming shows, so they go. Showcase your newest merchandise, so they wear it. And to like, follow and join your social media networks so you can keep them informed and connected.

Most of you looking for a record deal have no idea that labels place a lot of weight on your mailing and social lists. Why? Because they know if you can get 2,000 people to follow you on your nothing budget than their $500,000 check would get exponentially more fans interested, which leads to more money.

Even those of you who want to make it on your own have no idea the power of an email list. That list is a great way to keep your fans coming to shows and buying into your brand. It is also a great selling tool to help you get money from sponsors who want to put a link on your site, a banner at your show, or a tattoo on your drummer’s forehead. And the more names you have, chances are the larger the paycheck.

Basically put, in today’s marketing world the email list is gold, so you have to work hard to get people to join it.

Remember it is a business transaction and every exchange with a consumer (even when there is no money involved) requires you to give them something for their currency, even if that currency is their email. Offer them a few free tracks, a free concert ticket, a chance to win something cool and there is a greater chance they will join your cause.

Never underestimate the power of consumer information and the email list is a great way to get it.

Concert Review: KISS at the Hard Rock Las Vegas 11/5/2014

KISS arrives at the Hard Rock Casino on November 5th, 2014 via helicopter to begin their mini-residency at The Joint. From www.vegas24seven.com

If you are a musician, work in the music industry, or are just a plain ol’ fan of music in general you need to go see KISS. I am sorry that I waited this long, but the minute I heard they were playing a mini-residency (well two of the original four members anyway), I was there.

Wednesday, November 5th was opening night and I had my seat dead center mid-balcony, which, in my opinion, is one of the best spots at the Joint at Hard Rock Casino in Las Vegas. Having attended Crüe’s residency last year, I anticipated a spectacular stage spectacle.

That is exactly what KISS delivered.

But it took a minute.  I noticed a lot of the fire effects, though very cool, were done by Crüe last year. And for a bit, I was wondering if these residencies might be cookie cutter stage shows.

Boy was I wrong….very wrong.

I want to say it was during Shout it Out that they kicked on the lasers, but I can’t be 100% certain.  It all was quite a blur. Anyway, during the tune Gene and Paul rose above the stage on a mechanical lift. The lasers kicked on and swayed over the crowd. From where I was sitting, it seemed like you could just walk right onto the bed of bright LED green. It was so intense that I felt as though I was reliving an acid trip of yesteryear.

It only escalated from there.

Gene took his bass solo center stage while spitting up blood under an eerie green light that was accented by white strobes.  Then he lifted into the air.

Yes you read that correctly…he lifted into the air, and then landed on a suspended pedestal above the crowd. From there, they ripped through a few tunes. Later on Paul Stanley took his own ride above the crowd and landed on a pedestal stage left, did a tune and then took off over the audience to land on another pedestal stage right before floating his way back home.

In an era where rock stars cancel sold out shows for the sniffles, here was Paul Stanley, an icon, a multi-millionaire, a recent Rock and Roll Hall of Fame Inductee riding a hundred feet above the crowd with no safety harness (from what I could see) and no net below. Something only a true rock star would consider, much less take on.

These theatrics happened in front of the best lighting design I have seen yet. Let me put it this way. A true artist learns to paint with less. This L.D. understood that fact and painted that stage with the perfect wash for every song, every feeling, every emotion and then accented it to rhythmic perfection.

Perhaps the greatest moment of the night was after the last tune when the group welcomed a local Las Vegas wounded warrior and his wife on stage. They then handed over this Purple Heart recipient his own home free and clear. After that, Paul asked the whole crowd to say the Pledge of Allegiance, which we all obliged with our hands over our hearts. Then it was back to some serious American rock and Roll culminating with the KISS anthem Rock and Roll all Nite.

It was an epic show, and as a musician and lover of music it was surreal to watch KISS on stage. Something hits you when you see the make-up, the theatrics, the devoted fans. It was more than catching a band, it was catching an actual piece of history. Not just rock and roll history, but a piece of American history. I noticed that during our Pledge of Allegiance as countless foreign faces obliged Paul’s request and stumbled through those words. As an American, I often forget the ingredients that create our country. Things like muscle cars, the iPhone, apple pie, Coca-Cola, and of course…KISS.

Concert Review: Darius Rucker at the Hard Rock in Las Vegas 10/18/2014

 

My buddy made the best argument about how you define a good concert. His definition went like this: “You know a band is good when tune after tune you say…oh yeah! they wrote this one too. I love this song!”

That was exactly the feeling I got from Darius Rucker’s show at the Joint at the Hard Rock Casino in Las Vegas on Saturday, October 18th.

He just kept on surprising me.

Sure, I knew he was the lead singer of Hootie & the Blowfish, so I expected a few of their tunes. However, Rucker reminded me that there were more than a couple, and if you are in my age bracket hits like TimeLet Her CryOnly Wanna Be With You, and Hold My Hand will certainly bring you back to your high school dance days, making out and lots of heavy petting.

Next, I knew that Rucker had launched a very successful country music career. What I DIDN’T know is how seriously his troubadours tackle the genre. You can hear it in their orchestration with authentic slide steel and fiddle that seems to fit “just right” under a bed of vocal harmonies. This “true-to-the-genre” sound parlayed nicely into their respectful homages to country music legends Hank Williams and Jerry Reed on Saturday. And there is no doubt in my mind that these masters would tilt their stetsons in praise. After seeing how Rucker presents his music live, I can see why he has found success with country hits such as Don’t Think I Don’t Think About ItCome Back SongAlright, and Radio. All of which he played on Saturday.

And just when I thought the surprises were over, Rucker broke into Prince’s Purple Rain for his final tune.

Let that sink in.

Makes you want to catch a Rucker show doesn’t it?

Maybe you will see me there.

Concert Review: Zac Brown Band at the MGM in Las Vegas 10/17/2014

Zac Brown Band

Earlier this year I got a chance to see the Zac Brown Band at The Joint in the Hard Rock Casino in Las Vegas.  I have to admit I was completely blown away by their performance.

The group places musicality at the forefront of their act with five part harmonies and orchestration that is reminiscent of the early Eagles. They intertwine their chart topping hits with an eclectic mix of covers that lesser bands would drop after they emerged from the bar circuit.  During that first performance, I heard a little Zeppelin, Stevie Wonder, Dave Matthews Band and Rage Against the Machine. I have since argued that the Zac Brown Band may be the best “musician” band out touring.

Earlier this week I found out the group was returning to Vegas to play the much, much, larger MGM Grand Garden Arena and I had to go.  For one, I enjoyed their first concert so much that I wanted to see them again in the same year. Second, I wanted to see if they could handle a crowd of 15,520* compared to the Hard Rock’s 4,300 capacity*. I had recently watched a master of larger stadiums, Billy Joel, kill the room with a spectacular show and was anxious to see how Zac would captivate such a large audience.

Not surprisingly, Zac did it by showcasing the entire group’s superior musicality. Out of the gate, they played the up tempo hit Whiskey’s Gone with an extreme focus on tightness. A few moments later the group had burned through UncagedKashmir by Led Zeppelin and then introduced a pumped crowd to fiddler Jimmy de Martini with a bad ass rendition of The Devil Went Down to Georgia.

It was amazing, it was tight and it sounded so good, but, YAWN, I had heard it before. It was the same opener from their performance at the Hard Rock that year. I knew that if the group tried doing the same show as the Hard Rock it would fail. A bigger audience needs something more and when your show is on the strip in Vegas it better have the ability to cut through the noise of the horde of million dollar Cirque and headliner shows in the immediate area.

I started to lose confidence, but the band’s musicality, combined with the fact that five part harmonies leave a puddle in my seat, kept me from falling off the edge. It was enough to hold me over until the rock stopped and the mood changed. The group broke from their amplified instruments and took center stage seated on four lonely bar stools. From this configuration that resembled a writer’s night at Nashville’s famed Blue Bird Café, they broke into a set that included a powerful rendition of Dan Fogelberg’s classic Leader of the Band, a new cover of Under the Bridge by the Red Hot Chili Peppers, the group’s classic Toes and a closer that knocked me out of my seat…Piano Man by Billy Joel before they broke for a ten minute intermission.

After the intermission, the group returned to Let it Rain and my personal Z.B. favorite Goodbye in Her Eyes, which was followed by Metallica’s Enter Sandman and a lot of confused audience members who thought they attended a “country” show. The musicality and covers didn’t stop for the rest of the night. There were Z.B. hits like Knee Deep and Cold Weather combined with classics by James Brown and the Temptations among others. The group closed out with their, make you wiggle your butt, hit Jump Right In.

I have to say, Zac Brown’s performance was spectacular. However, I found that the overall presentation was a tad bit lacking, especially in their lighting design. The team did have some great ideas. At times they dropped scrim curtains in front of the stage and lit them with video. This created some cool effects in Let It Rain and the intro to Day for the Dead, but the lighting design was weak. It rarely followed the tempo, theme or mood of the song and in my opinion could have been done much better. On numerous occasions I wondered if the lighting operator had ever heard a Z.B. tune as things just didn’t line up.

They did redeem themselves on the encore opener, Day for the Deadwhere they lit the stage in a cool vibrant blue wash and accented the band, who were in full dead costume, with neon emphasis. I wish they had spent this amount of time for the entire show. Some may argue that this is not needed, but in Vegas you have to go big or go home, a lesson Elvis learned during his first round in the city.

I really don’t think anyone else noticed the minor flaws of their lighting design. The group hid them well with their extreme musicianship. At the end of the evening, they broke into the full version of Queen’s Bohemian Rhapsody, a tune that 90% of today’s bands can’t pull off because they lack the vocal harmonies and musical prowess to facilitate. But Zac and his troubadours could and did…very well.

They closed the night with their chart-smashing hit Chicken Fried. During the verse of “I thank god for my life…and for the stars and stripes…may freedom forever fly, let it ring,” two full dressed marines marched onto center stage to be welcomed by a roaring standing ovation. They stood like statues through the lyrics “salute the ones who died…the ones that give their lives…so we don’t have to sacrifice…all the things we love,” as the crowd cheered on in a moment where everything seemed just fine with America.

All in all, Zac Brown had won me over again. They proved that they can rock any room, be it 4,300 or 15,520. Why? Because they place a high value on musicianship, and when that is at the peak of its game Nothing Else Matters.

Hey Zac, cover that Metallica tune, would you?

You can check out the entire set-list from Zac’s MGM Performance here.

*Figures from Pollstar.

Do This When You Play Live to Elevate Your Music Career

 

 

Look like you care. Play your best show even if the room is empty.

Part of my job is to hit up clubs and bars and check out bands. Now I am not looking to give you a record deal or finance your musical dreams. I am a booking agent, and before we book a band we always check you out live. If you pique our interests, and we have a spot, one little visit could lead to a lot of money and exposure for your group.

It happened the other night. I was at a big name show and afterwards popped my head into a local bar. I caught an amazing band who had a great product. They looked good, they played good, they had video, they were having fun. So I said to myself “I am going to book them”. Less than a week later I had another group drop out of a big gig and bada-boom that group I had found landed a show making more money than they were used to in a new market that could lead to future gigs and more fans for their tunes.

Unfortunately, this is not the norm in our industry.

I watch a lot of bands… a lot. And I am surprised at how many are just up on stage for the paycheck. The singer is giving it half her range, the guitarist is half-drunk and the drummer is clearly thinking about what he is going to eat at Taco Bell later. The room is dead, because nobody is entertained by boring.

As a former touring musician myself, I understand your pain. It is tough to look like you care when you are tired, the room’s dead, and you have played the same songs a billion times. It can be tough to dig yourself out of that ditch. But you have too because you never know who is watching and what they could do for you.

So what can you do to get that “oomph” back in your show?

Learn some new tunes: This is the quickest fix. If you feel like you are playing the same set-list night in and night out, then maybe it’s time to throw in some new songs to liven things up. Sometimes all it takes is one or two extra tunes to bring the bassist back from the dead.

Don’t play as much: This might be a tough one to swallow, but it is true, especially if you play in the same market. Ever heard the old adage “to much of a good thing”. Well, if you play the same two bars night after night, that is certainly the case for your fans and for you. Industry pro, Rick Barker, says it best in his book The $150,000 Music Degree, by doing this “you are damaging the demand for your product, which is weakening your business leverage against the venue.” Try cutting back your gigs, even if it is for a couple weeks and see if you get a better reaction from your fans and the band. If that doesn’t work, or it scares you because you need the money, it might be time to investigate new markets. Quite honestly, if your plans are to gain the exposure you need to be doing that anyway. Unless you are in New York, Nashville, or LA playing in the same zip code night after night will not get you on the radar of industry gatekeepers.

Mess with your mind: Nope, not talking about smoking three joints before you hit the stage, I am talking about psychology. I used to have a trick that worked. From behind the kit I would pick out a face in the audience that I didn’t know and convince myself they were a big-shot and could help advance my career. 90% of the time it worked and I played a little bit better.

Those are just a few suggestions. I encourage you to try your own. The point is that your live performance is vital to your career, no matter what you are trying to achieve musically. I know that, 90% of the time, A&R scouts will need to see a band live before presenting a group to their label. Managers and booking agents, such as myself, need to make sure that you can hold a crowd. This is extremely important in today’s market, where live performances are needed to make up for the loss of recording sales, and this will only gain more importance as the market continues to shift towards streaming consumption.

So bottom line, you need to put on a great show every single night, no matter how many people are in the room, how they are reacting, or how you feel. This is a part of being a music professional and a vital component that will separate those who make it in this industry from those who end up asking if “you want fries with that”.

 

When Hooks Become Brands Part II

 

In my last blog I explored how rock/metal group Metallica crafted excellent hooks into their songs. Each member of the band has seemed to contribute to catchy phrases on their respective instruments that, over time, have evolved into brands that have helped elevate Metallica’s success.

The term brand came to us from cattle ranchers who would burn their mark into their livestock to help differentiate their products from hordes of others.  Over the years branding has become big business, helping merchants distinguish their products from those of their competitors. Today, proper brand execution can give the firm value beyond its wildest dreams.  According to Forbe’s 2013 Apple’s brand is worth $104.3 billion; Microsoft’s $56.7 billion; and Coke’s $54.9 billion.

Branding isn’t just the name, the logo, the colors the firm chooses, or even the slogan. It is a combination of all of these elements along with the development of a feeling the consumer gets, or is intended to get, from the product or service. Coke makes you feel refreshed, Hershey brings us sweet joy, and Apple offers unique yet simple products that are easy to use. If executed properly over time these brand feelings become imbedded in the consumers psyche, so when they are sad they look for Hershey chocolate, when they are parched they grab a Coke, and when they want to “Think Different” the fire up an Apple product.

In today’s market musicians and entertainers MUST think the same way.

They must turn their passion into a brand.

There is far too much noise in the market right now. Anyone can record an album, anyone can follow you on Twitter, anyone can start a Kickstarter campaign, and by anyone, I mean anyone around the world.  That is a lot of people all vying for listeners to give their songs a chance, to stream their tunes, to come out to a show.

Call me old fashioned, but I still feel the longest lasting, and thus more profitable musicians, are those who can craft better songs, tunes with great lyrics, a story to tell, and of course excellent “hooks”. Think about it for a bit. Metallica has remained relevant and profitable for the past 25 plus years, Jay-Z has launched an empire off of his ability to combine his tales with the perfect musical compliments, and the Beatles continue to influence generations over fifty years later.

Below is a small sample of some of the things you should think about when crafting your next tune if you want them to emerge as their own living breathing entities like Metallica has done. I remind you this is not a complete list, just a few random thoughts and suggestions.

1. The best hooks are simple:

As musicians, we tend to over think how music should be. We feel that complexity makes things better. Most of the time it does not. The people who buy your music need to be able to hum along and that is easier when you keep it simple from the get go.

 2. It takes more than one:

Part of the Beatles’ success came in the melody and counter melody parts written by John and Paul. The same can be found in the music of Led Zeppelin. The best songs meld rhythmic structures and melodies perfectly. I once read one rock critic describe it as creating a balanced sense of tension for the listener. Too far in either direction and it would sound awful, but when placed in the perfect pocket it becomes magic.

3. Producers are worth their weight in gold:

No I don’t mean your buddy who has ideas about your next song, I mean real producers such as Rick Rubin, Jerry Wexler, Glen Ballard, Jimmy Iovine, and Pharrell. A lot of artists think they can produce their own songs, but they get stuck, especially in problems arriving from point one above. The best producers know how to take away extras from the song, which allows the hook to shine through. They know how to connect your ideas with the music listener, who is usually enjoying music in a different way than you are.

4. Don’t throw in a hook just because it sounds cool:

I will return you to my analysis of Metallica and the haunting opening to Welcome Home/Sanitarium. This isn’t a complex hook, but it fits in with the overall theme and dark feel of the song. The hook needs to be thought of as an overall component to the brand you are trying to develop for that song. The Beatles’ producer George Martin was a master of this. Songs such as Yesterday are stripped down, forcing the consumer to become directly attached to the haunting lyrics, while Sgt. Pepper’s Lonely Hearts Club Band brings in a lot of noise and ruckus to make you feel as though you are surrounded by a, you guessed it, marching band.

5. Hooks can be anywhere:

A great hook doesn’t need to be played on the guitar or piano.  It can come from the bass. Dave Matthews Band bassist Stefan Lessard proved that in the tune Crush. It can come from the drums. Steve Gadd proved that with his catchy rhythm on Paul Simon’s 50 Ways to Leave Your Lover. It can even come from secondary lyrics. Who doesn’t say the phrase “turn it up” when listening to Sweet Home Alabama by Lynyrd Skynyrd?  The point is that catchy hooks can come from any member of the group, so keep that and point number two above in mind.

The thing to remember is that your musical brand revolves around the tunes you create. When you take the time to craft songs that utilize all of their aspects (lyrics, tempo, genre, instrumentation, and production) to help articulate your intended feeling onto the music listener you stand a better chance of connecting with those listeners on a psychological level that will keep them returning to your brand over and over again.