There’s a time and a place to
let that freak flag fly and if that place is not onstage or in front of a
camera, it’s not the right place. All societies and groups have unwritten rules
for properly interacting with each other and the entertainment business is no
exception. The environment may look
different (less kakis and polos, more black t-shirts and tattoos) but there is
still a business etiquette to follow. Business is about building relationships
and there are guidelines to work within each relationship in order to make it
successful.
I spoke with Thomas “T” Jenkins
III, CEO of Conscious Mind Records to get his thoughts on the best way to
handle your (entertainment) business.
SAYS
WHO?!
The 1st step in
building relationships is to know who to talk to. If you don’t know then ask.
Don’t spend all your energy sending press kits to a bar owner for a gig if they
outsource to a booking agent. Otherwise you waste your time and theirs. And make sure to tell them what you can do
for them instead of just asking for something. T of Conscious Mind Records
said, “I run a business…I have to have a product I can sell.
Make sure all band members know
who is allowed to speak on the band’s behalf.
An Orlando band booked a rare acoustic gig but because the bassist didn’t
have an acoustic, he couldn’t play. So he emailed and canceled the gig without
the rest of the band knowing. The venue was getting a cancelation email and an
email confirming details from different band members. No one will work with a
group that brings that kind of confusion and drama.
When trying to make contacts,
How you approach can be as important as Who you approach. T said, “I prefer
people get at me through someone that personally knows me. If they can’t do
that, then they need to have a package ready.
When they approach me cold, they need to have their music and themselves
at the top of their game – READY. If I
ask you to sing right there, be ready. You only get one shot.”
FOLLOW
UP
There is a fine line between
following up and outright stalking. Have patience. “Wait 2 weeks before calling
or sending another email. If nothing, then wait a week and send another. If there’s no response after that – that’s your
response. I may want to listen to the music but it can sit in the car for a
while, so follow up is good. Just space
it out.”
To avoid confusion and set
expectations, indicate in your conversation or email, how and when you will
follow up. It’s always nice to ask if they have a communication preference. If
you ask for or give a time line of communication there is less of a chance it
will be seen as unwanted or annoying.
RSVP
Respond to all requests. Even
if that response is, “I can’t address this right now. Please give me a few
weeks.” People feel slighted when they are not acknowledged. Even if your
response denies what they ask for, that you responded at all can earn their
respect.
WHO ARE
YOU ANYWAY?
Even if you’re selling out
hometown clubs and have 5 thousand LIKES on Facebook, no one knows who you are.
It’s ok if someone doesn’t know your name. It’s not personal. In the beginning
of conversations say a quick reminder of who you are and what you do. i.e.
‘Sue, booking manager for…’ If you are communicating thru emails, keep it semi
formal. If you get to casual too quick and assume they know who ‘Sue’ is
without any other indication, your email could end up in the trash bin. Don’t
make them re read your previous emails.
When you tell them your function
don’t assume they’ll know what you want from them. If you want something, ask
for it specifically. Saying, ‘We should work together!’ is a good start but
should not be the sum total of your pitch. Being specific increases the chances
of getting what you want. “Offer to do something. Impress me. Don’t just ask
for a hand out. I get a lot of people who just want record deals. They’re still
in that mindset.”
KEEP
YOUR COMMITMENTS
Shocker: Artistic folks
sometimes run late. That doesn’t make it ok. Big stars can be on their own time
but unless you’re that star, it’s not your time to waste. At risk of sounding
school marmish, punctuality is a mark of professionalism in any business. It
speaks directly to the issue of integrity to honor your commitments. Yes, it is
possible to have integrity and swallow a roadside turtle on stage. (I wish I
could unsee that…)
A No Show can kill a career
faster than winning American Idol. (See
Ruben Studdard) A good excuse may make it excusable, but not acceptable. Find a
way to do what you say.
If you do get some face time,
treat it like relationship building it is. If you ask, you pay. (hear that
ladies?) If it’s coffee don’t take up an
hour of their time. In any case, the meeting should be focused on the
conversation, not the location. “The
Trick is to not be so flashy,” said T.
“It has to be real. When money
comes into the equation it can separate the artists/product from the artist as
a person.”
LOOSE
LIPS ARE ONLY GOOD ON GROUPIES
In contrast to traditional
business fields, in the entertainment business, there is an increased
likelihood of openly seeing alcohol and drug abuse, and infidelity. T thinks, “To each his own. If it’s hurting
me or my business, so be it. We’re all adults and are accountable for our own
actions.” Got dirt? Heard a rumor? Keep
it to yourself. No one will work for you if they think you’ll talk out of
school. Even if its them that are engaging in poor/illegal behavior, it’s you
who will be seen as untrustworthy. “That behavior is taking a chance. It can
put their reputation and career in jeopardy. We try to keep Conscious Mind’s
artists out of all that.”
HATERS
GONNA HATE
Not everyone will like what you
do and that’s ok. (Say it with me now!)
It’s not like your last romantic break up. You don’t have to bang your
head and wonder why. Like romantic
relationships, focus your energy on those who like you. Don’t hate the haters.
Just move on.
FREE
COSTS MONEY
Someone pays for all that
SWAG. Ask sparingly and politely. I once
overheard a radio DJ demand a free CD at a merch table cause he, ‘didn’t pay
for music.’ He got one but the band
called him a dick when they heard about it from their merch girl. A better way would have been to ask and find
out who the person who can authorize that is.
How you ask is important but so
is location. “If we’re at place, displaying our stuff, go ‘head and ask. The
worst you can hear is no. If you see me walking down the street, it’s probably
not the best time. Consumers always
reach for something free. I do give-a-ways as advertising. There’s a value I
get back.”
SAY
THANK YOU
Thank You.
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