The Daily Rind | Your Top Source for The Orchard and Industry News

Working with a Living Legend: Richard Gottehrer

On my very first day at The Orchard almost three years ago, my boss took me around the office in typical Orchard tradition and introduced me to every single person sitting at his or her desk, from our accountants to our developers and everyone in between. Was anyone off limits? …

The Marketplace Presents: Klick Push

If you had the opportunity to get your music featured in more places, why wouldn’t you take it? And if those places were high-engagement areas, it’d really be a no brainer. Well listen up then, because our latest Marketplace partner, Klick Push, has just the thing for you. With access …

Use YouTube Annotations to Create an Album Preview Video

So you’ve got a new album coming out and you want to give fans a taste of what to expect. Try creating an album preview video and uploading it to your YouTube channel! We’ll walk you through how to set this up. Prepare Your Content We’re not going to go …

Become A SoundCloud Master and A Master Of Your Rights On SoundCloud

Between updating their subscription plans and experimenting with more visual profiles (still in early beta), SoundCloud has been on fire lately. ComScore even recently reported that their traffic increased by 26% in one month, making SoundCloud the 8th fastest growing site in the U.S. Though it’s certainly evolved since its launch in Berlin in …

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Freeloader Friday: BZRK, Crazy Town, The Shrine & More

December 19, 2014 Freeloader Friday No Comments

889176318153Well my very fine Freeloaders, it’s that time of the year again. The Happy Merry Everything time! It’s the season of celebrations, bright lights, spiked eggnog and gifts wrapped in sparkly bows. Which also means another year has come to a close! Before we bid you adieu until the New Year, I’ve got to throw in one last Freeloader Friday. It’s a short list, but it’ll leave you wanting more in 2015. So here goes!

There’s quite the burgeoning underground music scene in Nashville, and not the kind you’d expect from the region. BZRK is a large part of it and they’ve made for themselves a power posse of the “dopest poets.” The Hip-Hop collective pulls from those old-school Rap beats, but adds their own Southern, sultry twist. Not to mention their shout-outs to Gandalf and Karen Carpenter – keep your eyes peeled for more to come from these charming Southern gents.

On to track premieres – bet you didn’t see this one coming! Crazy Town, yep the “Butterfly” dudes, are BACK. And ready to party. With you. The song starts with that familiar, seething pulse you may remember from the 90s. Then it goes into a banger of Electrified Rock, with undertones from that glorified “Hey Song” played at all football games. It’s a new direction for the crew, but sure to be a hit at your Holiday party. Also on the list, there’s a much more subdued Rock track from Evans the Death, perfect for your post-Holiday party doldrums. It’s wallow-y and mellow, but has just enough edge to keep your spirits bright.

And to wrap things up appropriately, I give you the final three music videos of the year. If The Shrine’s latest video goes viral, they will most definitely NOT be getting anything from Santa. It’s the “best video ever” in a wild weed & whisky-induced sort of way. White Prism shows the electric buzz of our beloved New York as she traverses the boroughs, and Johan Agebjörn (you know him from Sally Shapiro) dares you not to get in a playful spirit in his video starring raccoons and cats (I’m still working on it, too).

That does it for the year, folks. Have a wonderful, fun-filled and safe Winter Break. See you in 2015!

BZRK: Full mixtape stream via Impose
Anesthetic Awareness out now on Jeffery Drag Records

Crazy Town: “Megatron” track premiere via Billboard
Megatron out January 27 on Membran

Evans The Death: “Don’t Laugh At My Angry Face” track premiere via Stereogum
Expect Delays out March 2015 on Fortuna Pop!

The Shrine: “Tripping Corpse” official music video premiere via Noisey
Bless Off out now on Tee Pee Records

White Prism: “Patience” official music video premiere via VNDL
Patience out now on MNRCH

Johan Agebjörn: “Right to Play” official music video premiere via Under the Radar
The Right to Play out now on Paper Bag Records

The Holidays Are For Box Sets: Finding the Future Through the Past

MachineHead_BloodstoneDiamonds“I wish I could have seen The Cure back then,” my friend Xio said to me the other day. “When I was 13 in 1996, my diary was full of crush notes to Robert Smith.” Xio went on to see The Cure a couple of times, and Depeche Mode too. Of course today, both bands have achieved a legendary status, enough to justify multiple box sets of singles, rarities, remixes, live performances and such. And right now, the holiday gift giving season is the time for the latest avalanche of super deluxe box sets in the physical realm.

With so much of our business moving to digital and especially streaming, you’d think the days of these pricey coffee table heavyweight packages would be over. But as art objects in and of themselves, box sets bring an immersive fan experience that is qualitatively different than streaming some of those same tracks on Spotify. They are an excuse to celebrate our inner geekdom and obsessiveness to the smallest details. Like Jimmy Page’s more prominent acoustic guitar in the Sunset Sound Mix of “Stairway To Heaven” on Led Zeppelin’s just reissued/remastered IV Deluxe (aka ZOSO), or the instrumental versions of some of your Zep classics on I-IV before Robert Plant added his vocals. Really? I never heard John Paul Jones’ keyboard part in there before! Or the improved stereo imaging and fine sonic detail in Bruce Springsteen’s classic The River, just issued this week (as part of The Album Collection 1973-1984.)

But it’s not just a question of sharper bass with more low frequencies or a kick drums that you can feel in your chest vs. fairly HQ 320 kbps MP3s that are easy to purchase. Let’s face it, no one reads 20 page liner notes by veteran Rock writers like David Fricke or Greil Marcus online about all the minutiae involving The Velvet Underground Super Deluxe with its 3 different mixes of the same album or Bob Dylan & The Band Basement Tapes Complete with multiple versions of the same song in different tempos or styles. It’s a different listening experience sitting at home on a Saturday afternoon reading the book while the music plays than rocking some tunes on your smartphone on a bus or a subway on your way to work. Something vinyl lovers have long known as well.

As the physical realm continues to adapt to the realities of the modern niche market place, box sets are where record labels can recoup on long-term investments and trend setting cult artists can finally grab some of the mainstream attention they’ve long deserved. Like British Invasion-influenced Pop masters Big Star finally getting their due with multiple box sets, reissues and a fine documentary, “Nothing Can Hurt Me,” after years of only being acknowledged by fellow musicians and indie trailblazers like The Replacements. Today, the simple act of physically compiling brings streaming attention to the new classics, such that Paul Westerberg, Tommy Stinson and company can play their college radio “underground hits” to packed stadium sing alongs decades later, as many of us witnessed in Forest Hills, NY this past summer.

In the last few years we’ve seen a wide range of large box sets from icons like The ClashWoody Guthrie, Johnny Cash and even Judas Priest. The real question is who are today’s musical heroes that will be compiled in the years ahead? Will LCD Soundsystem ever merit a reissue like Underworld’s 5 CD Super Deluxe Dubnobasswithmyheadman including live rehearsals by an Electronica group in the act of composition? Are Machine Head destined to become the next Judas Priest or Metallica? Or will they be this generation’s Diamond Head spearheading the mostly under the radar NWOBHM (that’s new wave of British Heavy Metal) and thereby influencing every major Thrash/Speed Metal act in their wake? Will Eminem and Jay Z ever be anthologized like James Brown was on the 4 Funk-filled Star Time CDs? And can the Foo Fighters, Maroon 5 and even Nickelback transcend their mass appeal to reach Journey’s guilty pleasures God-like status for stadium anthems? “Don’t Stop Believin’…”

Welcome, Julie!

December 17, 2014 Orchard News No Comments

JulieDanskerIntroducing Julie Dansker, Director, Sales & Marketing, Film/TV

Originally from the East Coast, I went to the Newhouse School at Syracuse University. I studied Film because I have always loved movies and storytelling in general, whether through film, music, podcasts, at a dinner party or around a camp fire. I interned at The Daily Show with Jon Stewart while in college but my first job in LA was at Endeavor, working in talent. After putting in my obligatory year in, racking up some crazy stories and making a few lifelong friends, I transitioned to work at New Line Cinema in Creative Development. This led me to the opportunity to work for the President of Spyglass Entertainment and when the senior management team was invited to re-manage MGM and bring it out of bankruptcy I joined MGM Studios. I quickly realized that I was interested in digital distribution and wanted to be part of this disruptive, fast changing business. I started as an Account Executive in the digital group and then became Worldwide Manager of Digital Sales, Marketing and Social Media.

I feel lucky to have found The Orchard and am confident we will flourish in our new LA office. As for hobbies, I love traveling (going to Thailand in December!), play tennis every week, into yoga and cardio barre, live at the beach and am a foodie who loves to share restaurant recommendations. Very excited to share this next new chapter with you all!

Streaming: The New Radio & We’re On It

December 16, 2014 Featured News, Marketing No Comments

Spotify_JustCrySadSongsAmong the many benefits that streaming services affords to its patrons, none are as boundless and untamed as the ecosystem of playlists these platforms contain. There is a plethora of playlists for any mood, situation or activity and most of them are curated by everyday people like you and me. Due to the quality of these user-curated playlists, many have garnered large followings over the years. A surprisingly large number of playlists have over 25,000 followers and as many as 500,000! Wowzah.

Now — why is this something to note and how can it help our clients at The Orchard? Well, as terrestrial radio started to teeter, streaming services began to establish themselves as a convenient alternative. Listeners started to tune out of radio and login to stream — many choosing to listen to these expertly crafted playlists. Nowadays, more and more listeners are relying on user-curated content on services like Spotify and Rdio and less so on commercial-based FM radio. Since most content is consumed on mobile platforms, the radio seems to be taking a backseat to its younger streaming sibling.

People colloquially known as “Tastemakers” curate these playlists and in doing so, garner followers. We in Retail Marketing are treating many of these Tastemaker playlists as mini radio stations, promoting our clients’ releases to their creators. We make sure every track that is being pitched is done so to the appropriate playlist — 21st century radio promotion! After a track is added, followers of that playlists are alerted to its inclusion and due to this, streams naturally increase and in turn so does revenue. People are clicking and really listening! We want to raise the quantity of playlists we pitch exponentially in the new year and as a result we will most likely see a large uptake in the amount of tracks streams. Cheers to 2015 and to the new way to radio!

An Approach to Facebook in Early 2015

December 15, 2014 Featured News, Marketing No Comments

Facebook VideoFacebook has announced a trio of changes to their platform in recent months that will finish rolling out this coming January. As they did earlier this year, the social network is working to enhance the user experience and increase revenue, feed their growth in mobile usage and at the same time accelerate the maturation of their video offering. What this means for marketing on the platform is essentially putting more thought into posts, with a tighter focus on mobile, and deploying video as a way of doing both to increase the reach and engagement of your messaging. In my estimation, it also means putting more effort into other platforms, such as Twitter, Tumblr and Pinterest to reach the right fans at the right time while driving those users back to your hub.

One of the changes Facebook is making in January is de-emphasizing the marketing post. “Make sure you buy our record at iTunes” accompanied by a link to the retailer just won’t show up much for fans of your page anymore. If you’re not already having a natural conversation with your fans, this will pose problems for how you engage with your audience.

Another change announced at the same time is an increase in the importance of link posts. Facebook’s research shows that users prefer these types of rich link posts to a status that includes a bare link in it or a photo with a link in the caption. Essentially if you paste the link into the status box, Facebook will generate everything you need, including a title, image and summary. You can simply delete the link itself from the status update box once at that point and hit post — as long as the site whose link you are sharing has done everything correctly, of course (more on that later). Facebook will reward this newsworthy content, the entire area becomes clickable for mobile users, and Facebook’s internal research says they are clicked on at twice the rate of captions and plain links.

The last change worth mentioning here is the greater importance of video. Compared to 2013, video on Facebook this year has become an integral part of the experience, with preferential treatment and auto-play capability being given to native video on the platform. This has pushed a massive growth in video views since May. Part of this change has seen native Facebook videos receive 70% more engagement on Facebook than embeds of videos from YouTube on Facebook. Our own campaigns at The Orchard have been in line with this and we’ve seen more engagement overall on Facebook video than YouTube itself. At last report, there were 1 billion views of video on Facebook per day. Couple that with an emphasis to brands on their pages being repositories for photo and video content and you can see the field being prepared for Facebook becoming a major video content platform in 2015. And we’re not even touching on the positive effects this all has for video advertising on the platform.

Taken together I feel it’s important to tackle these changes through these strategies:

  • being more thoughtful in how posts are made on Facebook
  • ensuring the creation of shareable content on platforms outside of your hub
  • driving traffic from those platforms back to your hub, particularly Facebook
  • redoubling or starting efforts at Twitter, Tumblr, and Pinterest (or whichever platforms make the most sense for your artist or business)

… Continue Reading

About The Orchard

The Orchard is a pioneering music, video and film distribution company and top-ranked Multi Channel Network operating in more than 25 global markets. Founded in 1997, we empower businesses and creators in the entertainment industry.

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