Kyle Lemaire - Disrupting the Traditional Music Business with Powerful Marketing Techniques that Build Successful Careers in the Industry

EP054 Cover Kyle Lemaire.jpg

You can also listen to this episode on iTunes | Stitcher |

Be ready to turn everything you’ve learned about the Music Business upside down, and learn how successful entrepreneurs are building their careers and longevity. Kyle Lemaire is an entrepreneur, marketing expert, and disrupter on how things are traditionally done in the music industry. We go right into what he believe major record labels are doing wrong, and how their marketing departments are failing their artists. He’s a firm believer that there is an audience out there for everyone, but how do you find this audience? Kyle uses some very successful marketing techniques that are highly effective for entrepreneurs that the traditional music industry is either completely ignoring or not even aware of. He’s the owner of Indepreneur, where he strives to educate musicians, and has a mission to impact the careers of 1 Million Artists.

In this interview, Kyle and I discuss some of the background of major labels, and why he believes their marketing departments are failing. He shares some success stories with specific marketing techniques that have build audiences and brought in thousands of dollars for his artists. Kyle discusses strategies that successful entrepreneurs are using that also work in the music business, and that artist’s should be using, and much more. This was a very inspiring conversation, and challenges you to break to wheel of the traditional music business. As Ari Herstand has said “There isn’t just one way to make money in the music industry anymore.” Kyle shares some ways he’s had success in creative ways with his artists.

 

Highlights from this Episode
(7:00) Artists and record labels
(11:36) Labels and marketing
(15:44) Artists and marketing
(22:20) Education material
(27:11) Nino Bless story
(34:20) Retargeting
(36:25) Calls to action
(38:20) Building an audience on Facebook
(42:00) Opt-ins
(46:32) How often to release content
(49:33) Post opt-in engagement
(52:52) Campaign budget
(55:40) Marketing great products
(57:20) Campaigning for live shows
(1:00:47) Ads for tours
(1:06:21) Building an audience as a promoter
(1:12:00) Kyle’s Full Sail journey
(1:14:25) College education
(1:16:28) Kyle’s taking a course
(1:17:50) Indepreneur courses
(1:21:07) Static percentages
(1:24:00) Managers
(1:25:57) Artists who aren’t entrepreneurs
(1:27:59) 1st person that comes to mind as Successful
(1:32:50) Goals
(1:37:25) Kyle’s favorite album and concert
(1:38:42) Kyle’s favorite books
(1:40:08) Exciting recent discovery
(1:40:56) Morning routine
(1:41:53) Drinks with dead or alive
(1:42:29) Fill the blanks

Quotes from Kyle Lemaire
“We don’t rely on record labels nearly as much”
“People don’t discover music on owned platforms like radio anymore”
“Labels don’t now how to keep attention”
“[artists] the skills that enable to connect with humans on a one to one level, makes you perfect for marketing”
“It’s to what you can do, it’s what you believe you can do”
“Twenty people in a thousand will get signed and of those who do get signed, one in twenty get to release an album”
“Make more transactions per customer, that’s what this [music industry] is terrible at”
“The goal is to generate as many supporting fans as you can”
“An indirect introduction is the best kind of introduction”
“It takes six to seven touches to generate a sale from a new customer”
“Instead of having [people] join an email list, we have them join a Facebook messenger list”
“On Facebook the content that works best is content that doesn’t look like an ad”
“You wanna give a way more than any label ever would, and then you ask for a sale”
“The more people you have on your list, the more offers you have to be making”
“Don’t do this [marketing campaigns] if you don’t have a great product”
“If innovation is there, marketing must follow”
“People don't just buy because they’re the right people, they buy because they’re the right people and they’ve been put though the right sequence of interaction”
“Leaving home is incredibly important, people who don’t leave home they to stay at home”
“There are tons of jobs in the industry that they pay people to do, that technology can already do”
“I see a future where indies can get themselves to 100k a year, and then hire a manger”
“The only reason you give someone a percentage is because you don’t know what they should be doing”
“I think we should empower musicians…tell them that they’re enough”
“Being clear about what you want and then getting it, that is success”
“Literally saying outlaid what you want has such dramatic impact”
“You can choose your future, and your decisions model that you have chosen”
“The meaning of life is to not let others determine what life is for you”

Links to people, places, and things mentioned
Appetite for Self-Destruction: The Spectacular Crash of the Record Industry in the Digital Age
Robert Cialdini
Jay Abraham
Nino Bless
Joe Budden
Slaughterhouse
The 502s
Intimate Behavior by Desmond Morris
Swipe Files
Ticketmaster
The Misfits
The Supervillains
Dr. Hugo Villegas
James Altucher
Quantum Media
Soliloquists of Sound
Hitmen
Breakthrough Advertising
Scientific Advertising
Chatfuel

Get in Touch with Kyle Lemaire
https://indepreneur.io/homepage

Kyle Lemaire’s definition of making it
To completely change how music works as an industry

Keep in touch with us:
chris.goyzueta@gmail.com
www.makingitwithchrisg.com
https://www.instagram.com/chrisgoyzueta/
https://www.facebook.com/makingitwithchrisg

Credits:
Host: Chris G.
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp
Show Notes: Manuel Pachamoro

Antony Bland and John Mathiason of Candyshop Management - Two Entrepreneurs and Artist Managers Sharing Stories and Lessons from 50+ Years of Combined Music Industry Experience

EP053 Cover - Candyshop MGMT.jpg

You can also listen to this episode on iTunes | Stitcher |

When it comes to artist management, there are many different company structures, philosophies on best practices, and overall completely different approaches to managing an artist’s career. Also, artist managers and promoters, are pretty much the only ones that can get right into the industry without any proper training or education. Sure to the most part, someone can start an agency, label, PR firm, or publishing company in their bedroom, but most of the times for the people out there doing it, that’s not the case. Usually they start with some type of internship, training system, or even need a college degree (for example, entertainment attorney’s). However, if my bestfriend is in a band, I can start managing them today. If I have as little as $500 in my bank account, I can contact an agent and book a show with one of their baby bands, today.

 

Prior to recording this interview with Antyony Bland, and John Mathiason, we discussed that there is no rule book or system to get into artist management. We all feel very passionate about educating artists and young managers, about different approaches, and how to do what’s best for their artists. The reason this podcast started, was to create the resources for my college students and artists I mentor, that I wish existed when I got started. Antony Bland and John Mathiason are the co-founders and owners of Candyshop Management. Combined the two of them have over 50+ years of experience in the music industry, spending many of their years in artist management, publishing, record labels, marketing, merchandising, and much more. In this episode they both share their journey and lesson with a focus on the importance of education. We discuss artist management, how to become a manager, the success story of the Mowgli’s, merchandising, and much more.

Highlights from this episode
(7:15) Good management philosophy
(18:26) Resources and areas of focus in the music business
(22:58) Common misconceptions on what a manager does
(27:05) First 90 days with a new artist
(33:16) Artist’s bad decisions
(38:10) Candyshop Management beginnings and work
(42:52) The Mowgli’s Story
(49:51) Merch and Publishing
(52:39) Starting with T-Shirts
(58:56) Accessory Items
(1:00:57) How to choose a march company
(1:04:37) Who should be the march seller?
(1:08:20) How and when to have a meet & greet
(1:14:42) How to handle internet trolls
(1:19:09) Publishing
(1:22:50) Advice for emerging managers

Quotes from Antony Bland and John Mathiason
“as managers I think we take the approach that we are always learning something new even though we’ve been doing it for a long time because things change…as a manager, your artist has to look at what they do with you as a try partnership…”
“…you can breakout as an artist without the need of a record label… if you’re smart about the way you run your business and you’re good in terms of your ability on a creative level…”
“we are a society that makes stars out of people who don’t do anything”
“sometimes for us, the first mark of success is when an artist doesn’t have to have a job…”
“I think the biggest misconception for artists is that as soon as they get a manager they don’t have to worry about anything…”
“the social [networks] are the biggest drivers for us in terms of marketing and so we try to figure out what’s the best way to maximize it…we take the first three months to determine where our relationship with an artist is gonna go”
“the worst thing an artist can do for us is lie… Don’t come to us with crazy social numbers and then us finding out that 95% of them are in Shanghai… honesty is very important because if you as the artist are putting out there things that aren’t true, it just makes our jobs more difficult…”
“management is 50% proactive and 50% reactive”
“you have to know your audience..but you also have to be smart about how you’re going out. Merchandise is just as much promotion as it is earnings…”
“if the band hates the shirt and it’s the ugliest shirt you’ve ever seen, that’s usually the biggest selling of the shirts”
“you need a merch seller before you need guitar tech…I’d even put a merch seller before front of house…but you have to have a good one…”
“it is not a perfect science, none of this stuff is perfect and a lot of the times we learn from one experience that can teach us about another experience…”
“[when dealing with internet trolls] don’t engage; as soon as you engage, you’re setting yourself up and there’s nothing that anybody can do at that point. You put yourself in a position where you’re not gonna get anywhere, it’s not an argument its just someone who wants your attention.”
“when you write a song, registering everything with the publishing company is the first thing you should do as soon as you record that song you should start thinking about registering it with Sound Exchange…”
“intern everywhere…the more knowledge you have will set you up to be a manager cause you can go for for a management company but having specific knowledge of how everything works is vital.”
“education is paramount; being able to understand the business, being able to ask other people for advice, being able to share the knowledge I think is the only thing that is going to keep us as managers an keep our artists in a good stop.”

Links to people, places, and things mentioned
CandyShop Management
SXSW
ASCAP
BMI
SESAC
The Mowgli’s
House Of Blues
Blue Collar
Kevin Devine
Sound Exchange

Get in contact with Candy Shop
http://candyshopmanagement.com/

Definition of making it
“For an artist, wanting to be the best artist they can possibly be, as we want to be the most successful management company we can be, try to make a successful living out of that and always have fun”

Keep in touch:
chris.goyzueta@gmail.com
www.makingitwithchrisg.com
https://www.instagram.com/chrisgoyzueta/
https://www.facebook.com/makingitwithchrisg

Credits:
Host: Chris Goyzueta (Chris G.) 
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp
Show Notes: Manuel Pachamoro