Getting A Hit Record 5

Getting A Hit Record - Part 5

SELLING TO THE RECORD COMPANY

BY THOMAS GELARDI, MIDWEST REPRESENTATIVE, ACTION MUSIC DISTRIBUTORS

Ok, so you took Peter Knickles' and my advice and got out a local release. You sold a respectable amount of product and think you are ready to talk to record companies. Good for you! Now what?

Your next step is the Sell In to the record company. You say Sell IN? Yes, "sell in" means to sell to the distribution and sales outlets rather than selling to the public. You are selling to the people necessary for you to sell to the public. Once you have completed this sale, you'll be ready to Sell Through to the public.

When you are trying to get signed to a record label, the sell-in becomes a bit more complex. There are really three people that you have to sell into to get a record company offer. You will be dealing with an A&R Director for the company, but that person cannot authorize you being signed. You are really working through the A&R Director selling into the president and the head sales/marketing guy. When the A&R representative presents you, the president will turn to the chief sales/marketing guy and ask: "Can we make any money off this artist?" You, a that point, will want a resounding "Yes" to get a contract.

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In your presentation to the A&R director include as much marketing data and strategy as you can. Try and get quotable endorsements of DJ's and radio personalities. After you get him/her on your side, ask the A&R Director if there is anything you can provide or help with in his/her presentation to the other record company executives.