37212 - The Future of Music



	Is 37212 a label? We are the "label" of the future, a completely different approach to Artist Development. 37212 is "the Future of Music". We believe that the current major label structure has problems, and should be used for reference only. Business Structure 37212 supports the "Profit Sharing" or "Licensing" business model. An Artist needs several areas of their business maintained. Without responsible parties overseeing these areas, success is difficult to achieve. They are .. Management Booking Promotion and Marketing Touring & Support Merchandise Internet and Technology - Website - Staff to Maintain - MailList - Schedule - Merch and Sales - Media Downloads - Communications Distribution and Sales Financial and Personal Management should be handled by third parties. These areas can be administered by the Artist, several parties, or one entity. 37212 believes it's the job of the Artist to be an Artist .. writing, rehearsing, recording, touring, performing, supporting the fans. Further, we believe one entity can be a tighter, a more cohesive, focused unit. While 37212 will support an Artist's structure, we are wary of several organizations .. if, or until, the Artist reaches a greater level of performance. Radio Radio, as we've known it, is dying .. so are record stores. Tower is gone, Walgreen's and Target are soon to follow .. Virgin, who knows? But with no one to play the music, and no one to sell the music or merch, the Artist must plan for that future in the mix. Promoting to radio is inefficient, it's better to break the "project" online, and hope radio will help. How do you break it? Website Website Media Player Give "some" music away .. FREE. The Artist's music is the promotional tool, it is "radio" Trade downloads for e-Mail Addresses Promote to other Websites that drive traffic to Artist Website Tour and perform at promotional appearances Promotional Staff "Give my music away!!!", you say? You give it away already, just very poorly .. to Aunt Clara, friends and siblings, people you meet on the street, at concerts and promotional appearances. We suggest you do it smarter .. we would give downloads to some fans .. those who become a member of your family of fans and trade their e-Mail address for a download, then they share your music with their friends.. sweet! Fans are the Artist's "radio station" of the future. "Buzz Marketing" (word-of-mouth) .. BUZZ is "the bomb". e-Mail is *extremely* important. The e-Mail List System 37212 has developed collects e-Mail addresses from many sources. They are assembled, organized, and managed so that e-Mail news, promotions, EPKs, giv-a-ways, schedules and more, can be e-Mailed broadly or surgically. The 37212 system sends e-Mail to categories and/or ZIP Codes within a 1 mile radius, or a 3,333+ mile radius. Two-for-One tickets in Denver, FREE t-shirts to Phoenix, radio show in New York. Internet The Artist Website is the radio station and the marketing tool of the future. ALL traffic must be driven to the Artist's Website where the Artist, Management, and Marketing/Publicity team can work their magic. Focus should be placed on .. Website staff, Staff, STAFF Website Media Player or Radio Station Viral Internet Marketing Distribution and Sales "ET" (e-Mail Ticket) .. Trading downloads for e-Mail Addresses Promoting to other Websites that drive traffic to Artist Website Touring< meet-n-greets/li> Performing at promotional appearances Promotional Staff magic On-line EPK MySpace is one-sided as it doesn't favor the Artist. One reason, MySpace doesn't allow the Artist to own or control their e-Mail List, and MySpace lacks sophisticated features 37212 offers. Other than touring, the Artist's Website is the Artist's strongest asset. The Website MUST be supported by a staff. We are amazed at the number of e-Mails to Artists, their Website, and staff that go unanswered .. or read! As an Artist, if you get an offer to headline Bonnaroo and you don't read, or respond .. then who do you blame for a "less than successful" career? Artists, or Staff must read and respond to e-Mails. A "good" e-mail address to the Artist or management is critical, and it must be monitored. Touring 80% of an Artist income is derived by touring and merch. While a fan hesitates to a dollar for a download, they pay $50 or more for an event ticket and another $50-$100 for Merch. Touring is critical, building a fan base is critical. Without touring all else falls apart. Merchandise To 37212 "merch" or "schwag" is .. CDs or "memory" chips t-shirts, sweat shirts, pins, clothing, and posters PIX Stickers Make-up and personal items Clothing Line Ringtones DVDs, Movies and "Projects" MP3/4s Event Tickets Books Movie Soundtracks Art etc. 37212 believes music is used for promotion .. some music sales, touring, tickets and merch make the bulk of the money. Booking An Artist's agent is their lifeline to work, their future, their career. Whether it be concerts, book deals, movie soundtracks, appearances, television or cable shows, private events .. the Artist's agent is at the front line, running ahead of the pack. At the beginning, the income from events is so small, agents don't make any money .. so a special arrangement is required. 37212 is providing booking support for the Artist singularly, or in a team approach. Promotion It is difficult to express the importance for coordinated, surgical promotion. A new project is released .. promotion. Booking .. promotion. Touring .. promotion. A movie/TV or cable appearence .. promotion. Do you see a pattern here? We do. Promotion is at the center of the Artist's universe. So, it's no wonder why 37212 places promotion at such a revered spot in the mix. This is where we "break the mold" .. the status quo is not good enough. Through the use of e-Mail, Internet, viral marketing, blogs, new promotional concepts, radio and TV/cable, billboards, and more .. 37212 is committed to being a promotional and marketing juggernaut and creative team, second to no one else in the World. Distribution and Sales Recent changes to the "record" business are not surprising to many of us. Distribution and sales are being taken over by the Artist or a different type of business model, the label is following the path of the record stores, and change doesn't seem to be in their future. 37212 provides online digital downloads, CD sales and fulfillment. Online "Merch" sales are included in the mix. With this business model, Artists are making $6.00 per CD, not $1.00. 37212 is looking for our first Artists, a couple of relationships. If you have an interest and share our philosophy, will you please contact us at 615.460.9650 or crash@37212.com .. thanks.
	GLOSSARY BUZZ Marketing .. "word-of-mouth" marketing by fans ZIP-R .. email to a set radius around a ZIP Code E-BLAST .. a promotional email to fans, media, venues, publicists, etc. ET .. email Ticket Tune Trade .. Artist trades a digital download for an email address