Music Marketing [dot] com

Is Ronald Jenkees a Fake?

Anybody who thinks that success in music is "all about the music" needs to read this.

In 2006, Ronald Jenkees started a YouTube channel and put up videos of himself playing keyboards.  Pretty soon, people started watching, and telling their friends, and buying his self-released album.

There's nothing really special about the production quality of his videos...  They're pretty basic, just like anything else you can see thousands of times from everybody and his brother, who thinks they have something to say via the computers in their bedrooms.

But the authenticity of the videos, as well as the music, is something you don't see often.  "Video quality" is more than just a sharp picture, you know.

An example...

When I talk about developing a relationship with fans using video, this is what I'm talking about.  Every musician using video should strive to do something like Ronald Jenkees is doing.

But is Ronald Jenkees real?  As his popularity has increased, so has the number of skeptics who say the whole thing is just an act and that "Ronald Jenkees" is actually Ben Feltes, a guy who studied music at Murray State University in Murray, KY.

The music he makes is good.  But, in my opinion, a big part of Ronald Jenkess' appeal is that he's a guy, just like any of us were at one time, in his bedroom with big dreams of making music that the world would hear.  The only difference is that he, while still in his bedroom, because famous, at least on some level, and the world is hearing his music.  And, he's making a living at it.

Underdog comes out on top.

It's his story that put Ronald where he is.  When I say you need a "hook" to market yourself, this is exactly what I'm talking about.  It takes your music and makes it 10,000x more powerful.

Don't lie though...

I have no way to know one way or another if what people are saying is true and that Ronald Jenkees is a fake.  But I do know that what helps you one minute can be the same thing that bites you in the ass the next.

Like I said, Ronald Jenkees is us.  He's the guy with the "big dream" who sits in his bedroom, practicing like crazy, hoping that the right person will discover him, and take him to the next level of music business success...with world tours, big album sales, fame, and respect.

People love this story.  People want to help a guy like this.

And if those people find out they've been lied to, they'll turn on you in an instant...  Much like they do the homeless guy who asks for food money, only to turn around and spend it on booze. 

If Ronald Jenkees turns out to be a fake, good music or not, he'll be slapping a lot of people in the face. It will be 10,000x harder than any lying homeless guy ever could though...because we've all been where Ronald Jenkees is and we want to believe he's who is says he is more than we've ever wanted to believe that a homeless guy would actually buy food with our spare change.

All the kids who believed that you really could teach yourself how to make great music, the wannabe musicians who still believe it's possible to have fame just by sitting in your bedroom and making videos to post online, and the people in the world who don't look or act like everybody else...they're going to be pissed.

Thoughts?

70,000+ Subscribers on YouTube

When I talk about developing a relationship with fans using video, this is what I'm talking about...

This is Ronald Jenkees. He's based in Kentucky.  In my opinion, his videos are some of the most authentic I've seen from any musician.

And that seems to be working well for him...

As of this post, is has over 70,000 subscribers to his YouTube channel with 69 videos which have been viewed as many as 3,300,000 each.

Not bad for a guy playing music in his bedroom...

But is there more to the story?  More tomorrow...

Developing a "Relationship" with Your Fans Using Online Video

Just because you're involved doesn't mean anybody else will be interested, but there are a lot of things about your day-to-day life as a musician, which I'm sure you take for granted. Getting this stuff on video is a great way to build rapport with your fans.

Here's an example of something we did for Music Business Radio.  Dan Buckley, our engineer, eats habanero peppers daily, so I got him some hot sauce for his birthday.  Thought it would be cool to have him try it on the air, so that's what we did...

It's lo-fi and the cuts of the text are so quick, many people won't be able to read them with ease. Doesn't matter. People want "behind the scenes" more than they do slick production.

If you've shot something like this with your band, feel free to link the video in the comments section.

Why Do People Buy Music?

Why do people buy music?  If you're going to sell music for a living, you better find out.

Before I get too heavy into the topic, I have a couple of questions.  I'll take answers for a few days and have more thoughts on the subject next week.

Please post answers in the comments section below.

1. What was the last album you purchased?

2. Why did you purchase it?

SMART Time Management

You’ve probably heard the acronym, SMART; Specific, Manageable, Attainable, Realistic Timely.  This is an ideal way to create a time management system for your work or personal life.  Or you can use these criteria to evaluate a time management and day planner system that you might purchase.

Specific: Your time management system must be able to record each task and have enough room to add necessary details. That’s why those small, freebie calendars that you get from local businesses doesn’t have enough space to be specific about your tasks and what’s needed to accomplish them.

Manageable:  Some time management systems can be so detailed and complex that using them is a part time job. That’s not helpful and can discourage you from doing any type of scheduling. 

If one system does not work for you, find a different one, but don’t give up. And don’t get a planner book that’s too large to comfortable carry with you when you are out of the office. That leads to the sticky notes scattered around and missing important appointments.

Attainable: Yes, you can get your frantic, over-booked life under control. In fact, you have to do it for your health as well as for your business. Why add needless stress to your workday by trying to remember your schedule instead of planning it on your calendar. You can complete more work in less time if you have a big picture of the tasks and prioritize those tasks each day.

Realistic: No matter how you try to stretch it, there’s still only 24 hours in a day. If you work 8 hours, travel 1 hour, sleep 7 hours, then you have 8 hours remaining to get dressed, eat meals, spend time with your friends and family, exercise and socialize.

You can enjoy more variety in your personal time if you schedule special events on your calendar. Knowing that you have tickets for the Broadway touring company of a stage play on Friday evening, then you’ll avoid over-scheduling tasks so you can leave work on time and be ready when the curtain goes up.

Timely: Time does not stop for any of us. When you take on too many tasks for the allotted time, you know how it feels as if time is moving in hyper-speed. The purpose of time management is so that you can accomplish what you need to do and balance each deadline with other work plus those unexpected interruptions.

If you delay a difficult project by claiming that you “work better under pressure,” you are only fooling yourself. What actually happens when working under pressure is a higher tendency for error.

As you choose the right time management system for your work style, you are preparing to simplify your life. You’ll also gain a sense of mastery over your time so that you know what you can add to the day and when to say no to over-commitment and when you can say yes to enjoyable activities.

Interview with David Hooper - Part 2

This is Part 2 of an interview I did for  Millbrook High School senior, Alving Garcia, who is currently working on a  research project about the music industry.  Part of the project involves interviewing a professional in the field.

Posting his questions and my answers here, so MusicMarketing.com readers will benefit.

Part 1 is here.

6. Do major labels only sign individuals are do they sometimes sign entire independent record labels?

If they want an act, they'll sign (or buy) an entire label to get it.

This kind of thing happens all the time, in the music business and elsewhere.  When MTV wanted Jessica Simpson for a reality show, part of the deal was that they had to do a show featuring her sister as well.

7. If major record labels do buy indie record labels, would the indie record label work under similar conditions as an individual being signed?

It depends.  Sometimes everybody is canned and a new staff takes things over.  Other times, people from the indie will go to work for the new owner.

As far as conditions, that also varies.  I've seen "mergers" which let the smaller label run as it always has, including staying in the same office.  Other times, everything is moved. 

8. Does the above commonly occur or does this happen rarely?

Deals are being made all the time, but none of them are the same.  So whether that is common or not really depends on how you define it.

With that said, I think various "deals" are becoming more and more common, since there are so many options for creating, recording, distributing, and promoting music these days.  For example, a record company might make a deal with a mobile phone company to handle one aspect of distribution, but work with another company to handle something else.   

9. Do you think that the digital age will have a positive impact on the future of the industry?

Definitely.  It's getting less and less expensive to release new music and make a profit on it.  This is going to allow more music to be released.

These days, it's fairly easy for the average band to record an album.  Depending on the style, you could record something as quickly as a weekend...or even a day.  Not everybody can, but a lot of bands do.

This stuff isn't perfect, but that's not the point.  It allows bands, musicians, songwriters, and labels to release new recordings quickly, cheaply, and easily.  Digital releases can be an extremely profitable income stream.  It's also great for the consumer, since they can purchase music that would otherwise be unavailable, because it's too expensive to release traditionally.

10.  How do you see the music industry 10 years from now (larger and more profitable or decreasing in sales)?

I think it will be fine.  People were worried about the movie industry when home video came out, but the movie industry is larger than ever, with things like Netflix, pay-per-view, cable television, and digital distribution outlets, such as iTunes.

Video games blew up when the technology to play them at home advanced.

Bottom line for the music business is that content will be king.  We don't know how things will be distributed, but we do know there will be a need for music.

Right now, we're promoting music via video games, movies, television shows, and ways nobody would have every imagined would be so important, even just a few years ago.  I'm sure new opportunities for music promotion as well as new income streams for musicians and songwriters will be developed.  Things like this have a tendency to work themselves out.

Interview with David Hooper - Part 1

Was sent some questions by Millbrook High School senior, Alving Garcia, who is currently working on a  research project about the music industry.  Part of the project involves interviewing a professional in the field.

Posting his questions and my answers here, so MusicMarketing.com readers will benefit.

This is Part 1 of 2.  More tomorrow...

1. What do you specialize in within the music industry?

My specialty is marketing.  I work to help bands, musicians, songwriters, and other music businesses or music business people sell more product, get more people to shows (or other events), and make more money.

However, like a lot of people within the industry, I've been involved with various other aspects.  I currently do a lot with music publishing and licensing as well as broadcasting (see Music Business Radio).  I started my "business" career doing radio and street promotion.  Before that, I was a musician myself...although I've always been better at marketing music than playing it.

2. What advice would you give to a student entering the music industry as far as the education goes?

The best education for anything, not just the music business, comes from actually doing it, not reading about it or watching other people do it...although those things certainly help.

Most people know how to drive a car.  Many have been to a "Driver's Ed" class.  That's great.  But what you learn in a classroom isn't nearly as important as actual experience behind the wheel of a car.

Personally, I studied commercial music at the University of Memphis in Memphis, TN.  Graduated in 1995 with a BM.  It was a good experience, but having a degree isn't necessarily going to help you be more successful.  Most of the people I work with didn't study music (or music business) in college and several of them didn't go to college at all.

With that said, I feel college is a good choice for most people.  Even if you don't graduate, it's still a good transition from "school to work."  I'd suggest almost everybody go, get an internship as soon as possible, and get the best of both worlds.

3. What is your opinion on the current state of the music industry?

I feel that this is the most exciting time to be in the music industry ever.  The changes we're seeing right now when it comes to creating, recording, distributing, and promoting music are incredible.

When I started doing music promotion, one of the techniques we used to get people to hear new music was to set up an answering machine on a phone line and have people call and listen a quick recording of the music.  Today, you can send an entire high-fidelity song, not just a sample, within seconds thanks to the Internet.  It's more more effective at getting the word out about new music.

And this is just one example...

The problems is that there are musicians now, as well as managers, booking agents, and other music business people, who were never around to experience the "old days" before promoting and marketing online was so cheap and easy.  They look at it like, "Hey, this is free, so why not throw this promotion against a wall and see if it sticks?"

This has lead to a lot of "promotion" out there which doesn't work.  Yet people still do it, because they think it's not costing them anything.  But it's costing them plenty in opportunity cost.

So it's a mixed bag...  We have some good tools available to use, but people are using them nearly as effective as they could be.

4. What sort of help do you provide to aspiring producers trying to get their foot in the door to the industry?

I do work with producers, but more from a marketing perspective...helping them to get new clients and grow their production businesses.

If you're looking for advice on how to produce, you should check out Steve Fishell.  He's been at the helm of a diverse array of projects over two decades, including work with Willie Nelson, Mavis Staples, Pam Tillis, Little Richard, Emmylou Harris, The Dixie Chicks, Radney Foster, The Duhks, Charlie Major, and The Mavericks.

He received a Grammy in 2005 for his producing work on Beautiful Dreamer: The Songs of Stephen Foster.

His new project is called Music Producers Institute and he actually takes people into the studio with him as he produces a record.  It's a very cool experience and one you can't get many places, if anywhere.  I've certainly never heard of anybody else doing something like this.

5. Is there anything that you did during your career that you regret doing and would change if you could?

I've certainly made decisions in the past that I wouldn't make today, but that's part of learning.

Something that has helped me tremendously and that I recommend to all entrepreneurs, whether they be in the music business or not, is to outsource any task that it's not absolutely critical that you do.

For example, if you're a musicians and you need a flyer for your next gig, it's not the highest and best use of your time to design that flyer, run copies of it, or put it up everywhere.  Let somebody else do that.

Your job as a musician is to make music and put on a good show.  These are things that can't be outsourced.

Flyer design can be done by a friend who is good at graphic design or art.  Can't think of anybody?  There are plenty of good people available online at sites such as Scriptlance. People from all over the world will bid on jobs you post, which lets you get a really good deal for quality work.

"An Open Letter to Every Musician or Songwriter Who is Serious About Making $100,000/year (or More)."

Posted here.

It's a long letter, but I feel you'll benefit from it...especially if you're looking to get involved with film/TV music licensing.

TONIGHT! - Free Teleseminar on Film/TV Music (Part 2)

Tonight at 9pm Eastern, I'll be hosting the second part of a live teleconference and webinar to answer your questions about getting your music in films, television shows, video games, and commercials.

I want to make sure you get the answers you need, so submit your questions here.

You can listen via phone or web.  Information is below...

EVENT:  Your Music in FIlm/TV - Part 2
DATE & TIME: Monday, November 10th at 9:00pm Eastern
FORMAT: Simulcast! (Attend via Phone or Webcast -- it's your choice)
TO ATTEND THIS EVENT AND SUBMIT QUESTIONS, CLICK THIS LINK NOW...

How to Get Access to Major Labels and Film/TV Music Supervisors - for a YEAR...

It's time to see who has been paying attention to my free video course on film and TV music licensing...  If you have, you could win one of THREE full scholarships I am giving to my new site for musicians and songwriters, IndieMusician.com.

This site officially launches THIS TUESDAY at 11:11am (Eastern) and will feature listings from people who are looking for your music including:

• Major Labels
• Film and Television Music Supervisors
• Video Game Companies
• Ad Agencies
• and more...

In addition, members will have the opportunity to work with me, both via telephone and at a special live, in-person "bootcamp" event, at no extra charge.  The focus?  Marketing your music.  I'll personally help you to:

• Sell more music.
• Get more people to your shows.
• Make more money in the music business.

My goal is to help you to create a total package, from both an artistic and marketing standpoint. 

Check back THIS TUESDAY, 11/11, for more info.  Until then, get my free video course on film and TV music licensing.

Here's How to Get a One-Year Scholarship to IndieMusician.com...

Tell me the story about a new concept or technique you've learned from me, this blog, and my free videos.  Let me know how you've implemented everything and post the results that you've achieved.

This isn't necessarily about who made the most money or got a record deal (although that's not the worst thing that can happen). It's about taking what you've learned, putting it into action, and getting results.

It could be something as simple as having "the talk" with your band or changing up how you send out demo packages.  Or maybe it's a shift in your mindset that has enabled you to go from making $100 per gig to over $2000.

I will be judging the entries personally, choosing the three winners myself... and announcing them on Monday.

The winners will be announced THIS Monday, November 10th... and hopefully you'll be one of them!

So tell me your "MusicMarketing.com Implementation Success Story" - and good luck winning one of the three scholarships to my new site for musicians and songwriters, IndieMusician.com.

NOTE: Put your story in the "comments" box below, and only submit your story ONCE (it will be individually reviewed before being posted, and won't show up immediately).