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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Marketing Drivers: What We Need, When

calendarSo, your biggest priority of the year is approaching: a new album from the most prominent artist on your roster. You’re feeling organised; with 3 months to go before release date, the album is mastered and in production for physical. The digital is uploaded and ready to submit. Press and online teams are hired and have begun their campaigns. You’re releasing a single 2 weeks before street and have a radio plugger on board for that, along with a completed video. A 20-date tour is booked starting release week. Lovely. What could possibly go wrong?

Well, hopefully nothing at all. But as a label manager, one thing that still surprises me is that I am sometimes not made aware of all this activity, or I am told when it is too late for me to effectively utilize. Digital stores plan the layout of their storefronts ahead of release date; they work to deadlines just like everyone else. So getting them the information they require on time is essential.

In days gone by, I used to call up buyers at shops and sell in records. Healthy sales were dependent on a plot, being able to tell buyers what they needed to know about the release, why their punters would be buying it, who’s playing it on radio, which publications would be reviewing it. Collectively we can refer to these selling points as “marketing drivers.”

Additionally, understanding what a shop sold, their market, a buyer’s tastes and knowledge and more generally nurturing great relationships all helped the process and allowed me to sell all kinds of releases, even if they were niche records without much in the way of marketing behind them.

The digital world is a different beast, but all of the above still applies. However, while there were 1000s of shops all with their own niche, in the digital space there are far fewer players, so I would argue that marketing drivers are even more important than they used to be. Essentially, if a service is going to give your release visibility on their store, they need to know it will sell. So, I thought I’d give you a brief rundown of what you need to send to your label manager and when, to give your priority releases their best chance at digital retail. You’ve gone to all the effort of marketing your artist and giving their new release all the support it needs, why stumble at the final hurdle?

Depending on the scale of your release, some of the below may not apply but some of it must.

What We Need

A listening link. Sounds obvious I know, but it’s important. The people who make these editorial decisions want to be able hear what they’re going to be recommending to their customers. And make it easy for them, it needs to be a streaming link. Links to downloads no thank you.

A press release or one sheet

Sales history and predictions. How well have previous releases from the same artist done? Have they charted? What are your predictions for first week sales, digital and, if relevant, physical?

Have you set up a pre-order and how’s it performing? Anything specific to particular stores (exclusives, bonus content etc)?

Artist assets. Links to your artist’s online assets and social profiles: their website, Facebook, Twitter, SoundCloud, Instagram, Songkick, etc. with stats where relevant.

Press & Publicity. The name of the artist’s publicist and the PR company running the release campaign — print and online. Provide details for all territories where there is activity. Send clear and concise breakdowns of print coverage, online, perhaps even TV! Is it a review, a feature, perhaps a front page spread? This should include items that have already run, things that are confirmed and also TBC.

Radio. Have you hired a radio company or plugger (if not, try iPluggers)? Which stations and shows have been playing your music? Are these spot plays or playlists?

Video(s). Are there any videos associated with the release? If so, have you secured support with an editorial partner?

Advertising. Are you running any print or digital advertising? If so, what publications? What’s the budget for digital and what platforms are you targeting?

Live. Is the artist / band touring? If so, where and when?

Where? Territory focus. Let your label manager know where your release will sell, where there’s a plot — whether that be local PR, tour dates, radio promos, and so on.

Is your artist happy to post pre-order links and buy links during release week? (Note: never link to multiple services in the same post.)

Definitely include anything else you feel pertinent and any key selling points not already covered, like details of contributing or featuring artists.

When We Need It

The all important question. It goes without saying there should be an ongoing dialogue between you and your label manager for all your priority releases. Make them aware of your release from day one and keep them in the loop with all developments.

As a rule of thumb, the further in advance the better. Ideally you’d be supplying your label manager with a list of marketing drivers 6 weeks before release date. This won’t always be practical, but at the very least it should be 4 weeks in the US and 3 weeks ROW. Leaving this short lead time should be the exception rather than the rule. 4-6 weeks is what you should aim for. This will allow your label manager enough time to process what you’ve sent them and communicate to The Orchard’s various retail marketing teams around the world.

In addition, chase up your PR companies so that you can send your label manager one final update exactly 2 weeks before release date ROW, 3 weeks in the US. Your client manager wants that in their inbox first thing Monday morning.

Of course, there are occasional genuine last minute priorities that pop up and in these instances we do our best to work around tight deadlines. For the rest, it is often a simple lack of communication. We know you’re not doing everything 2 weeks before release date, so just keep your client manager informed. Cool? Cool.

Freeloader Friday: Haley Bonar, BOYTOY, Tom Vek, Big Search, Clap Your Hands Say Yeah, Tycho, Big Freedia, The Pains of Being Pure At Heart & Suicide Silence

Haley Bonar - Last War CoverAnd so, another week comes to an end. Nice one, right? Not a whole hell of a lot going on, and it seems like we’re finally on the brink of that long-awaited summertime shimmer in the air. So, in the same style of a laid-back week, let’s follow suit and ease into the weekend with a new list of melodic musings!

The lovely Haley Bonar starts us off with her brand spankin’ new album (available for streaming in full) featuring an ever-so-slightly twang and sweetheart Americana, fueled at times by power surges of Rock. On the other hand, if you’re wanting to go all-out with power-Pop chick Rock, stream BOYTOY’s EP. Now there’s some cute grunge for you, covered and smothered in doozies of guitar riffs.

You know what’s next – track premieres! Have fun with Tom Vek; you’ll have his beat-happy Synth on replay all weekend. There’s also Matt Popieluch’s new project, Big Search, and its title track that has every intention of lulling you into a daydream haze by way of front-porch Folk-Rock and clarinet harmonies.

Here’s the kicker: we’ve got five videos on tap for this week’s viewing – too many greats to narrow it down! And you’re gonna love every single one. Clap Your Hands Say Yeah goes guns blazing on quite the all-night joyride, Tycho is in & out of other-worldly, futuristic (yet still archaic) dimensions, and Big Freedia double-dog dares you to release ya wiggle. The Pains of Being Pure at Heart also make the list with a totally retro 80s cartoon look (think Jem and the Holograms meets Captain Planet), as did Suicide Silence for their rage-induced lyric video.

Start shuffling through these gems, and enjoy your weekend!

Haley Bonar: Full album stream via NPR First Listen
Last War out May 20 on Graveface Records

BOYTOY: Full album stream via Noisey
Boytoy out now on PaperCup Music

Tom Vek: “Broke” track premiere via Stereogum
Luck out June 10 on Moshi Moshi Records

Big Search: “Role Reversal” track premiere via Pitchfork
Role Reversal out May 20 on Jaunt Records

Clap Your Hands Say Yeah: “As Always” music video premiere via Pitchfork
Only Run out June 3 on CYHSY

Tycho: “See” music video premiere via The Creator’s Project
Awake out now on Ghostly International

Big Freedia: “Explode” lyric video via YouTube
Just Be Free out June 17 on Queen Diva Music

The Pains of Being Pure At Heart: “Until the Sun Explodes” music video premiere via YouTube
Days of Abandon out June 2 on Fierce Panda

Suicide Silence: “Cease to Exist” lyric video premiere via Blabbermouth
Cease to Exist out now on Nuclear Blast

BalconyTV – Music Sessions: Coming to a Telly Near You

btvlondonLondon, you’re in for a treat. London Live, the city’s latest TV channel, seems to be curating quite the music-lover fantasy with the list of programs they plan to premiere on the cable network. With what appears to be a knack for exposing the top in the London music scene, they’ve handpicked BalconyTV - Music Sessions to be part of their weekly lineup.

If you’re unaware of BalconyTV and its utter coolness, here’s a rundown: eight years ago, Stephen O’Regan thought it might be a good idea to take advantage of the view from his Dublin apartment by inviting bands to play against the backdrop. Pretty simple, right? Fast forward to today, and Stephen’s simple idea has turned into acoustic band performances on balconies all over the world with jaw-dropping city views and a web-series of over 10,000 recordings.

Now, what began as a simple online series has grown to a full-blown TV program! If you’ve got a telly in Londontown (sorry, rest-of-world, you’re not quite ready for this new-age bandstand just yet), you can catch the BalconyTV London 30-minute segments each Monday evening, beginning May 19th. Producers/hosts Tina and Louise will make you feel right at home on the balcony overlooking Westminster (not too shabby), and you can expect some talented entertainment from the likes of Janet Devlin, Kal Lavelle and Big Narstie.

Read the full story here, and be sure to tune in next Monday!

In Memoriam: Artists We Lost In The Last Twelve Months

In Memoriam playlistLast week, the charity organization and label Rock The Cause reissued Fix Me Up, the debut album from A Firm Handshake, a Minnesota band whose story is both heartbreaking and inspirational. Roughly a year ago, on May 20, 2013, one of their members, Zach Sobiech, succumbed to cancer at just 18 years old — but not before he impacted the lives of millions of people. Faced with his terminal diagnosis, he wrote and recorded “Clouds,” a moving song about facing death that soon became a viral sensation, attracted national media exposure, reached #26 on the Billboard Hot 100, and inspired a celebrity tribute version featuring Jason Mraz, Rainn Wilson, Bryan Cranston, Ashley Tisdale, Colbie Caillat, and others. His mother, Laura Sobiech, just published a memoir titled Fly A Little Higher which details the story at length, and she appeared on several media outlets last week, including CNN, Fox News and Huff Post Live.

Revisiting this story, along with the recent passings of house legend Frankie Knuckles and footwork icon DJ Rashad, got us thinking about some of the other musicians the world has lost in the past few months. The list is, unfortunately, pretty staggering. It includes absolute titans in the worlds of Folk (Pete Seeger and Richie Havens), Pop (Phil Everly of The Everly Brothers and Eydie Gorme) Proto-Punk (Lou Reed and Scott Asheton of The Stooges and Destroy All Monsters), Country (George Jones and Ray Price), Jazz (Yusef Lateef and Marian McPartland), Latin Music (Cheo Feliciano and Juan Formell of Los Van Van), Classical (longtime London Symphony Orchestra conductor Sir Colin Davis), Reggae (Junior Murvin and Bunny Rugs of Third World), Blues (Bobby Bland and Bob Brozman) and World Music (Tabu Ley Rochereau and Georges Moustaki), plus slightly lesser known figures like British musician Jackie Lomax, who recorded for The Beatles’ Apple label, Secret Machines / School Of Seven Bells member Benjamin Curtis and Chris Levoir, lead singer for popular Toronto band The Mark Inside.

In memory of these and other musicians, we’ve assembled the following Spotify playlist, also available on

Welcome, Dan!

May 14, 2014 Orchard News No Comments

dantruongIntroducing Dan Truong, Director, Release Strategy & Financial Planning, Video Retail

My name is Dan and I’m really excited to be joining the Video Retail team!

I was born and bred in Worcester, Massachusetts, but after 14 years in New York I’m almost ready to call myself a New Yorker. I’m coming from Focus Features where I was a member of the finance team, oversaw the greenlight modeling process and helped to launch the digital-first label Focus World.

When I’m not working, I like to nerd out with design, illustration and some amateur programming. And of course, I watch a lot of movies (some of my favorites from last year were The Act of Killing and The Great Beauty). I also shoot a mean game of pool!

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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