June DIY Newsletter
Welcome to the Michael J. Media DIY Newsletter.  This month I decided to start something new, so instead of giving you a tip, I have enlisted the help of some of my music industry colleagues.  Today's newsletter has three very useful and varied tips--film/TV, social media marketing, and college booking.  Thanks to Mark, Josh and Zack for their help and support, and we hope you enjoy reading! 
 

A Gold Mine in Music for Television

By Mark Keefner

Greetings everyone.  I wanted to share a story, or should I say, a saga of a TV placement I secured with a breakout and subsequently high-profile network TV show in the early '90's. The piece of music used was a nondescript two-minute background usage during a segment in which two of the main characters were shopping for clothes at a mall store. (Woo-hoo!) The deal offered was $3,500 all-in for the master and synch license with a lucrative renewal agreement after five years in the event of the show taking off.  Well, it did, and when the license was up for renewal, the terms of the renewal license were not as promised -- not even close. The production company's argument was that there were so many pieces of music used from independent artists that they couldn't possibly afford to pay the original renewal amounts promised or they would go broke (yeah, right.)

I went back and forth with them many times and in the interim the shows began airing through a syndication deal they had inked with a nationwide affiliate. I did a little research and discovered that the episode that my piece of music was in had aired without a final contractual agreement between us. This was a blatant case of copyright infringement, so I sent them a certified letter indicating once again that I would happily renew our agreement under the original terms. I added as a footnote: "and I trust this episode has not yet aired for as you know, that would be a blatant case of copyright infringement." They called me within an hour after receiving the letter, more than happy to honor the original terms of the renewal agreement, which translated to $11,500 and an optional $6,000 in the event the episode was used for a DVD containing the various seasons' episodes in a compilation for sale to the general public (videogram usage clause) I could have sued them (a case which I would have won hands down), but in the interest of not wanting to piss off powerful Hollywood entities, I decided to get creative. I indicated in writing that I had discovered the episode had aired already (with a copy of the cue sheet) and offered to let then off the hook, providing they would use another one of my songs, not less than two minutes in length, in a new episode, and honor the original terms of the renewal agreement. They happily obliged. It's interesting to note that less than six months later, a Japanese company did a compilation DVD, sending another $6,000 my way. Between that and the new song usage, I have made over $35,000 in licensing fees, plus royalties.  Oh, and I almost forgot, the second song came up for five-year renewal late last year. This time the verbiage is for a "Perpetual License including videogram," so that they own non-exclusive rights to use the song forever, but there was another $5,500 fee paid to me for the renewal license. So that is finally over, but I do still receive royalty checks that are sometimes very substantial. 

The point is--don't underestimate how much can be made from TV cues. The agreements these days are a lot less lucrative than they were back then. Production companies argue that you are getting free promotion for your music, but if a deal comes your way, make it happen! Even if there's not huge money on the front end, the recurring royalty checks can be a substantial source of income.

Mark Keefner is an active independent writer/producer/arranger and industry veteran.  You can visit his website at waymomusic.com or e-mail him at waymomark(at)waymomusic(dot)com

The Wide World of College Touring
By Zack Nichols

Like any longtime touring musician, I have been beaten down a bit by the club market.  Driving long hours across the country to play a show that wasn't advertised by the club, and if it was, they have misspelled your name, all the while getting paid (if you're lucky) less than what you paid in gas, can be a tough road to travel.  However, after stumbling across the NACA (National Association of Campus Activities) website I discovered what is likely to be the best-kept secret in the music business -- the College Market.

Upon first glance at the NACA website, I was nearly scared away by the initial cost: $710 for a yearly membership:
$250 for Associate Fees, per Regional Conference attended
$65 to submit to showcase at each conference
$175 Delegate Fees, per Regional Conference attended
$250 in additional fees if you get a showcase
+Travel Costs to get to and stay at the conferences

When you add up these fees over the seven regional conferences, I was already in pretty deep. Luckily, I had some money saved up, and I took the plunge.  After submitting to all of the regional conferences, and getting denied a showcase at all of them, I was again a little beaten down.  But, I had already paid all of the fees, so I decided to go to the conference and set up my booth anyway to see what could happen, despite not being able to perform for the students.

Upon arriving at the conference, I met a lot of the college activities advisors and college booking agents, all of who found it weird that I would attend the conference without having been selected for a showcase.  But again, I persevered.  By year's end, I had contracted 12 college shows, more than enough to pay off the costs of the conferences and membership fees. For not having a showcase, that is not a typical number, but it can happen.  I was lucky I guess.  Additionally, the wealth of knowledge that was incurred attending the conferences as a self-represented artist was priceless.  However, if you manage to get a showcase you can get as many as 30-50 shows from it!  So the opportunity is definitely there.

For artists or bands that are interested in this type of opportunity, but can't afford the upfront fees, try contacting a college booking agent.  They pay for all of the fees and submit you to the showcases.  Some key agents to look at are Degy Booking (www.degy.com), Bass-Schuler (www.bass-schuler.com), or Layman Lyric (www.laymanlyric.com).  All of these agents are VERY legit and work with a wide range of talented artists. However, they won't even look at you without a video.  If you are a solo artist, they are looking for a video with just you performing a song solo.  If you will be touring with a band, they want to see the band performing.  This video will be the most important aspect to getting a showcase at a NACA conference.

Some (very few) people bypass the NACA circle and just make cold calls to the colleges.  That can work, but most schools have relationships with agents and artists that they've met at NACA and won't be all that open to talking to other people.  There are also opportunities on sonicbids.com to submit to colleges for a nominal fee.

An obvious difference in the college market and the club market is the price that you can charge.  At a club, you might make $50-$200 depending on draw, etc.  In the college market you must raise your price to cover costs.  Solo artists prices range from $600-$1500 + travel and even hotel.  Bands can charge anywhere from $1,200- 5,000, and even upwards of $10,000 for a nationally established act.  These prices, once agreed upon, are guaranteed.  The college will also promote you to get the people to the show, and that right there is what makes the college market the best kept secret in the music business!

Hopefully the costs haven't scared you off by now.  The fact is, if you have some money to invest in your music and your business, this is a great way to do it. Like any business, you can't expect to make a lot of money in your first year.  Over time, however, you can build your touring schedule around the college market and really make a great living, without having to be a superstar!

FYI:  The NACA membership renewal starts May 1st of every year and the deadlines for the Regional Conferences are now quickly approaching. Check out www.NACA.org for details on attending a conference.  

Zack Nichols is an independent touring musician.  You can visit his websites at www.zacknichols.com or www.myspace.com/zacknichols2 or e-mail him at zack(at)zacknichols(dot)com

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