Music

30 Jun 2010
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Developing Your Own Style

Developing Your Own Style

By Sass Jordan, Artist – The Lowry Agency

What I Need

The key to the all important ‘style’ is absolute knowledge of your vocal limits and strengths. I remember a couple of years ago, I was doing a songwriter circle, and one of the other songwriters was an artist I love, by the name of Ron Sexsmith. We were doing a group number with Roger Hodgson, of Supertramp, (another one of my faves), and there was a hideous out of tune issue going on .. we were trying to find the source of it, when lo and behold, Ron held up his hand and said .. “Guys, it’s me. I can’t sing in tune. It’s my style”! It broke the ice, and we laughed non-stop from that moment on.

The thing is, Ron wasn’t really kidding – that wavery, blue tunage type of thing is very much ‘his style’, and it completely suits his amazing songs and melodies. He is a consummate artist in that he knows what works for him, what delivers for him-and he doesn’t try to be anything he isn’t. It’s the same as anything else – you know if you’re a size 6 shoe, you ain’t gonna be wearing a size 10!

You have to develop your thing from a variety of influences. First of all, what type of styles do you love and admire in other singers? I was (and still am) a HUGE Chaka Khan fan, but there was no way in HECK I was ever going to be able to sing like her – I just can’t do it physically. However, I developed a couple of tricks that I use now, that came from trying to imitate her sound. Same with Tina Turner, Paul Rogers, Lou Gramm, Steve Perry, Al Green, Curtis Mayfield, Leon Russel, Dr. John, Linda Ronstadt, and a host of others.

Another thing to consider is the style of music – there are certain types of phrasing etc that are intrinsic to certain styles. I personally think that Stevie Wonder is the originator in large part of a very popular singing style we have been hearing for the past fifteen to twenty years. Singers like Mariah Carey and Christina Aguilera are skilled at it. It incorporates a lot of what is known as ‘vocal gymnastics’, but to be good at it you have to know when to lay out. Less is ALWAYS more.

Your sound has more to do with your physical structure than anything else. If you have a great big resonant skull, like Pavarotti, you will be able to make sounds that other’s with less cranium can manage. It’s also down to lung capacity and the strength of your diaphragm – all massive contributors to sound and style.

The development of personal vocal style is like the development of your personality, and actually works hand in hand with it. Age and experience are two factors that cannot be underestimated in terms of their impact on a singing style. Your style is the one thing that sets you apart from other’s, and is an identifying feature, along with your tone and personal energy. The great thing is, there will only ever be ONE of you, so you never need to think about ‘competing’ with another singer, which goes against everything music is. People either resonate with you, or they don’t. NEVER worry about it!

22 Jun 2010
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Merch Tables and Other Necessities….

Merch Tables and Other Necessitites…

by Sass Jordan, Artist – The Lowry Agency

High Road Easy

As an artist/performer in the slash and burn world of making a living playing music today, you have to have a fairly high level of people skills. There are a few performers that can get away with not saying or relating much-basically doing it through the music, but most of us need to develop a congenial type of relationship with our fans. We realize that it is not an easy thing for most people to come out and spend their well-earned cash – a lot of them are raising families and just trying to get along in today’s climate – not a particularly small task in this uncertain world. The skills I am talking about are related to making a fan feel included, making them feel they are part of the process. In fact, they are, in more ways than I can list, not the least of which is if there is no audience there is no show.

One of the best ways to create an on- going and loyal relationship with your fans is to sell your merchandise after the show. This way people get an opportunity to exchange a couple of words, get things signed, and get a pic with you. These things need to be set up properly, however, or you run the risk of having a bit of chaos on your hands. Assuming you and your crew know what you are doing, I think it’s an awesome way of understanding your audience, and getting a feel for the type of people that like your music and vibe. The more successful you are, the less easy it is to do this, of course, but then you can get into VIP packages for fans, where a select group (usually contest winners) can come and get things signed, pics taken and maybe even a little mini-concert before the big show. The only time I think it’s right to not do a signing is if you are too tired (bad for the voice), there is no security or professional set-up, or you have to travel immediately following the performance.

You do what you do FOR the public, for your fans, for your audience. Cultivating a meaningful relationship with the people who buy your wares is worth the time and the effort, and is a way of thanking them, as well.

14 Jun 2010
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Performance Series Part Two – Connecting With An Audience

Performance Series Part Two – Connecting With An Audience

by Sass Jordan – Artist, The Lowry Agency

Why Did You

Ahhh … the eternal question – how to connect with an audience?

For me, and audience is a collective energy. It ceases to be a bunch of different personalities, as it is impossible to relate one to one in a gathering of more than 3 or 4 individuals. So the audience is ONE person – a bunch of individuals that become ONE, kinda like the Borg on Star Trek. The thing about it is that each collective has a unique ‘personality’ that is created by the combination of all the individual personalities participating, including the performers.

So, the way I look at it is, how does this collective feel to me? Is it happy? Is it melancholy? Is it full of energy? Is it bored, or distracted? Is it aggressive? Is it drunk? Does it have a youthful feel, or an older feel? The feelings are subtle, but they are always there. As a performer, your job is to sense the atmosphere, and to guide it to wherever you want to go. I personally feel that my objective as an artist is to help people to express their feelings in a safe environment, and to feel uplifted by doing so. It is impossible to articulate how that happens in words, but the intent that you have makes a huge difference. You, as a performer, are in a powerful position to influence a collective ‘mood’, and it is therefore your responsibility to take that seriously. You can incite a riot, or a love – fest, and anything in between. You can also leave everyone utterly un-touched.

The primary  thing to remember on a stage is that the impression you give off is how people will interpret you. This includes your clothing and the way you hold your body. Confidence makes a massive difference to the collective’s interpretation of your abilities. It you feel a lack of confidence, it will show, and it will make people uncomfortable for you. They won’t know why they are feeling so uncertain and unsure themselves, necessarily, but you can be sure they won’t be enjoying themselves!

Finally, the more you believe in the song you are singing, and relating it to your OWN emotions, the more the collective will feel the same way. Emotion is the most powerful thing in the Universe, in my opinion, and it’s what makes music a Universal language. Music IS emotion. Singing IS emotion. Brilliant playing of a musical instrument IS emotion. The audience wants to be moved, to forget their troubles and tribulations, and to be assured that they are not alone in the feelings that they have. We are all the same underneath our skins and our belief systems. We all want to feel a part of something. When you, as a performer, connect with those feelings inside of yourself, you will communicate them to the collective. Connecting with an audience is as simple and as difficult as connecting with your own feelings and emotions.

That is what makes the difference between a great performer and an average one.

07 Jun 2010
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Performance Series Part One-Preparing For The Show

Performance Series Part One-Preparing For The Show

by Sass Jordan – Artist, The Lowry Agency

“Make You A Believer” From the CD “Racine”

In the great and glorious world of rock shows, there are a million ways to prepare for tonight’s show, but only a couple that guarantee you play your best game. Having been performing on stages in every kind of venue known to man and beast for the better part of 34 years, I have a tip or two for you …

Let’s start with the assumption that you are doing a one – off, as tours are so few and far between these days that the majority of the people reading this are likely to be doing the ‘showcase’ type gig, one where you have that one show to prove yourself and to interest the people that might matter in your near future, including agents, managers, sponsors and of course, more than anything else – fans. You have to turn all those people who might work with you into fans, or they will never have the motivation to do their best to get you and your work out there in a big way.

I like to make sure I have the tightest set list possible. If there are songs you have that are known in any way, those will be your feature songs – your set ‘hi-lites’, so to speak. You want to open super strong, because quite honestly, it’s like a comedian – if they don’t make you laugh in the first 15-30 seconds you will have a tepid reaction at best. If they can make you laugh immediately, it’s like it sets up your psyche to laugh at the rest of the stuff, even if it isn’t that funny. A comedy routine is front -loaded for a reason .. and it’s psychological! A rock show has to be the same way .. there is a flow that has to happen … come on super strong .. stay up …dip in the middle … and then build back up to a super strong finish.

You have to pace yourself, and you have to be ready to give everything you’ve got, every time you do it. Some days you’re gonna have more than other days, but no one else ever needs to know that. Physical prep for the show is pretty individual, but I’ll give you a run down of what I do ..

Start the day with a HEALTHY BREAKFAST .. this includes whole grains, eggs, nut butters, fruit, or my personal favorite, a green smoothie! Tons of vitamins, minerals and fiber PLUS a delicious taste .. what more could you ask for? Do your regular workout, or at least get in a brisk walk – you want to get the blood moving and the oxygen flowing through the system.

You’ll be doing a soundcheck, possibly traveling some distance, and perhaps some interviews, so you’ll be using your voice quite a bit day of show- something to remember in the weeks prior to the show. You want to have your voice on a work out schedule, just the same as your body. Try singing four of the songs that will be in the set every day for a couple of weeks prior to the show … this will train your vocal cords and get the songs deeply embedded into your subconscious, so that there will be no recall effort whatsoever.

Next, make sure you have your stage clothes ready to go- decide what you’re gonna wear the day before, try it on, make sure it looks good and is comfortable enough for you to move around in. Image is truly half the battle, or MORE! As Eddie Izzard says …”10% how you sing, 90% how you look doing it”!!! That is of course an exaggeration, but it’s something to keep in mind. There are a lot of huge stars today that are more about a look and a style than about great singing.

Get something light to eat about 2 hours before you play .. you want to have energy for the show – and drink a good amount of water through out the day, just to keep the vocal cords hydrated. Forty five to thirty minutes before show time,  clear the dressing room so you can do your voice warm up routine, and talk through the set with the band – let them know if you are going to talk to the crowd and certain points, or if you are gonna move anywhere they need to know about – (like into the audience etc) and when.

In the last couple of minutes before you go onstage, think about why you are doing this. Ask yourself why people should bother coming to see and hear you. Why you, and not one of the other billion acts out there these days? These are the moments to gather up all your energy, bring it up to your heart center .. fill it with the love you have for what you do, and the service you are providing- and then bring it up to your throat center – run onto the stage, and SING!!!!!

01 Jun 2010
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Self Promotion – Why It’s a Must

Self Promotion – Why It’s a Must

As I work with entertainers of all kinds, it amazes me how they have all this stuff going on and they don’t tell anyone.  I have them on my radio show and instead of creating a buzz and letting people know ahead of time, they maybe put one tweet out or do it just before they actually call in to the show.  The fans most likely missed the notification and couldn’t attend or listen because they weren’t forewarned and didn’t have enough time to tell their friends or plan to listen in. In this situation, the artist loses an opportunity to engage with the fans, and the fans lose out on hearing the latest and greatest from their favorite artist.

Part of growing your fan base is keeping on top of the updates regarding what you are up to.  The buzz is critically important to get people interested in you. This is especially true if you are looking for your big break.  The artist needs to find the time to take advantage of promoting any opportunities that come and promote it before AND after the event scheduled.  Be sure to send updates after the show so that people who missed it can get a chance to check it out.  This should be done for weeks before and after the scheduled event.  This not only makes you look busy which is key, but it also helps the people who are promoting you on their show, interview or magazine.  It boosts their ratings and numbers as well.  This is a win-win for both parties.  If you get good numbers for the people who showcase you, then they will be more than happy to work with you again.

Artists/entertainers need to seriously manage their PR opportunities and use it to the maximum advantage. You are only as relevant as the buzz around you.  Get your act together and promote what you have going on to the fullest extent!

Take note entertainers, if you aren’t paying someone to do this for you, it’s your responsibility to keep the buzz alive.  It’s a responsibility to your career and the fans who love you.

22 May 2010
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Branding – Have You Thought of Everything?

Branding – Have You Thought of Everything?

A couple weeks back I called a voice over artist that was approaching our agency as representation for them.  I called the number provided and got a cell phone with a plain as day message saying “You have reached {insert first name here}, I am not around, but leave a message and I’ll get back to you!” It was a very casual message with very bad audio left on the business phone of a voice over artist.  This is a perfect example of not taking an inventory of all the opportunities to showcase yourself and your abilities.  It is always amazing to me to see the opportunities we miss and sometimes the most obvious things that get by us!  Who would think a voice over artist didn’t think of doing a voice over for their own business phone, which in many cases is the first thing a prospective client hears.  This happens all the time in some way shape or form. I know I have certainly been guilty of missing something.

Everything, and I mean everything is a billboard for your professionalism and competence in your craft.  Every business/entertainer needs to take an inventory of everything they have put out to represent themselves and every possible opportunity to show their professionalism and capabilities.  Make sure you take the time and really evaluate where you are at and where you need to go and set the marketing/branding plan to get there. Leave no stone unturned.

Once you have done this, take the time to go through and enhance, correct or plan what needs to be done in the future. Make sure that you are showcasing yourself in the best light possible.  Does your branding campaign hurt your or help you?  Success takes time and a lot of effort. If you want to be successful, be diligent, detailed and surround yourself with a team of experts that can help you build your brand and help you make sure you didn’t miss anything.

Good Luck!

19 Apr 2010
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Writing a Cover Letter and Submitting a Press Kit

Writing a Cover Letter and Submitting a Press Kit

Before you write a cover letter to someone in the entertainment industry, please make sure you research the company to learn all you can.  This will give you a solid understanding of what they do.  The information will help you decide whether or not you actually need the services they offer. Your letter should explain why you would be a good fit for their company.  In previous blogs I have written, I have given details in which an artist can determine if they would need management at the particular point they are at in their career.  An artist should try to figure out through research and phone calls if they are truly ready, or in need of the types of services they are inquiring about.

When writing a cover letter to someone in the entertainment industry, you must first understand a few things about what you bring to the table for them to consider you.  The idea behind the cover letter and press kit you are submitting is to make it as easy as possible for them to review the information about you or your band and to give them the “WOW” factor.  If they have to dig around to find information and if your press kit isn’t attention grabbing and compelling, then they are more likely to pass on it and throw it away.

Your cover letter should be professional and list your strengths. Ask yourself a few questions:  Why do you think you are ready for their services? What is it about you that is unique?  What do YOU have to offer that would make you be worth the investment of time, energy and hard work? Be truthful and positive about what you bring to the table.   The artists represented by the company are a direct reflection on that company, so they want to make sure the artists they work with are professional and understand the business part of the entertainment industry.  Make your letter short, to the point and friendly.  Talk about your experience, fan base, reviews, touring experience and number of upcoming shows.  Go through your material with a fine-tooth comb and be as accurate and professional as possible.

Image is everything and that goes for your press kit!  So make sure it’s professional, complete with a professional CD, photos, one-page bio and other materials listed in my blog titled “The Promotional Kit” http://wp.me/pu8Se-v

Good luck on achieving your dream!

05 Apr 2010
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The Importance of Branding Yourself Properly as an Entertainer

The Importance of Branding Yourself Properly as an Entertainer

This morning I had the pleasure of having a pleasant initial phone conversation with an author and public speaker.  This particular conversation inspired me to write a blog on a very important subject:  Branding Yourself.  One of the benefits of being artistic is that you can promote yourself using your own unique creativity.  However, without proper structure, sometimes the creativity you use can also limit the effectiveness of your own branding.

Social media has given us the opportunity to reach out farther than we ever have before. This is a great thing It’s also a bad thing if not done right.  The artist has such a heavy desire to get their career moving that it often causes the artist to rush through creating a solid plan, which can mean costly mistakes. Haste really does make waste. In general, artists also tend to take advice from people who really aren’t experts in the field they need, but may have had more success than we they have, and so out of respect the artist will listen to them and try to emulate them.  This could be a devastating move to a career.

In order to maximize a career opportunities, the artist should always strive to build a solid team around them who is driven and knowledgeable in whatever area they specialize in. The artist should make it a priority to brand themselves as best as they can until they are able to build that solid team of professionals around them.  Branding is something that involves creativity, consistency and most important, discipline.

When building a brand it is critical that the artist has a game plan to market the brand.  Make sure the image is completely in tact, and by image I mean making sure the photos are professional, the logo communicates your brand effectively,  the website and social networking pages are all consistent in imagery, message and so on.  Don’t confuse the brand with things that don’t showcase who the artist truly is what is unique to them. The artist is the focal point and product. People purchase what they like and understand.  Anything else is a waste of time and effort and ultimately leads to nowhere.  Artist websites should be a giant advertisement of the artist and not of anything else.  Artists need to learn how to position themselves in a way that leads to people noticing them. The “buzz” is what the artists should be looking for, and that doesn’t happen with ill prepared branding.

In short, take time to develop a brand that IS you, be strategic in the planning of launching and marketing it, and above all else, be disciplined and diligent in executing it and maintaining it!

01 Apr 2010
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How to Approach Managers in the Entertainment Industry

How to Approach Managers in the Entertainment Industry

As I continue to try and understand how people who claim to be artists refuse to research the career they say they want, I remind myself of my original intention in writing these blogs:  helping people understand what they need to do to attract the professionals they need to build a team around them, which is vital to succeed.

I am constantly approached by people who use the Internet or call me to inquire about what I do and how I can I help them.  As an entertainer, you are a self-employed business and should treat yourself as such.  You must be just as professional as the people you want to surround yourself with.  If you can’t take the time to visit the website of the people you are contacting to learn about them and find out what they do, why are you contacting them? It’s a waste of time and energy.  It shows the entertainment professional that the artist doesn’t care enough about their career to actually work on it.  The artist needs to take the time and initiative to research the entertainment business and care enough about their careers to take the right steps to understand what they are getting into.  If the artist blindly contacts entertainment professionals without doing their homework or developing a relationship, they will most likely be ushered out the door.

Please take the time to use the Internet or any other tool you can find to research the career you supposedly want to be a part of so badly.  Find out exactly what a manager, agent and PR person do for the artist so that you can figure out whether or not you need them.  Doing this research will educate you and empower you as an artist.  It will also help you to avoid wasting your time, and the time of the entertainment professional you are approaching.  Be professional and respectful towards us and we will be respectful in return.

Once you have done the appropriate research, assuming you learned what a press kit it is and what it consists of, you can find out what that is in my blog “The Promotional Kit”, make sure all the data is current and make sure you are thorough. Write a cover letter explaining to the professional why you think you would be a good fit for them and explain your strengths.

If you are contacted, you may have an initial meeting together.  You can then take this time to interview the professional to see if they are a good fit for you.  Just remember, don’t behave in such a way where you exhibit a sense of entitlement, unless you bring a lot to the table, and even then I would put the ego in check.  You aren’t “all that” until you actually are.  Artist development & creating a name for the artist so that the career can flourish is a tough job.  The professional needs to believe you, as the artist, are worth the investment.  If you haven’t already created a name for yourself as best as you can without the help of a professional, then you are not in a position of power.  In my experience, the best attitude to have is to be confident but humble.  A good team is a team that is a good fit for each other.  This kind of relationship is the foundation for a great working one!

Do your research, know what questions to ask, and then, if they accept you, be prepared to work your butt off with no excuses.

Remember, this business is all about networking, building relationships and doing your homework to make it happen.  Once you’ve done that, you can shine!

25 Feb 2010
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How To Use Social Media For Entertainers

How To Use Social Media For Entertainers

In many of my discussions with people in the entertainment business, they want to know how to best use social networks such as Twitter, Facebook, MySpace or reverbnation. These tools are essential into spreading the word about your music, product or career.  First, I would say you need to understand where this particular industry is at and use Google to research and understand the tools being used.  Learn some statistics and develop a strategy for maximizing the use of each tool.

It is crucial that all of your social networking pages are linked together, which will allow all of your pages to be updated at once. This will save you massive amounts of time by not having to go to each page for individual updating.  Most entertainers who are developing a game plan also need to try to develop a fan base, as well as create buzz about your next show, CD, Movie or what ever it is that is coming up next.

Understand that social media is still a personal form of networking even though you are behind a computer screen.  You still have to be real and available.  Learn to update only about 25% of time about your career.  Promote others, develop conversations and be available to talk to an extent.  I do caution against getting caught up in people who just want to flirt and have no intention of becoming a fan or a consumer.  This will cause massive amounts of wasted time and not help you reach your ultimate goals.  With all that needs to be done in an entertainment career, using your time wisely is of utmost importance.

Social media for the entertainer should have a game plan of turning new followers into fans and then consumers of your product.  If this is not your final goal then you are wasting your time. If you are a musician, it is all about the number of impressions you make which may attract endorsement deals, fans, booking agents, venues, and sales for labels.   For other types of entertainment you should know at least the basics to help develop a social media-marketing plan that will work for you.

Social media marketing campaigns should be constant and consistent.  Be aware of your metrics and the tools you are using to track your success.  Be diligent, concise and always have a plan.  It is so important to the success of your career that you know your goals and execute a plan to meet them.