Live Shows Turn Virtual Fans Into Real Ones

Going to concerts is both a privilege and a fun part of my job. Recently, I was able to attend a Kina Grannis show in Paris with my youngest child, 13-year-old Penelope. I found myself taking in the crowd around me, turning my head and watching as the audience reacted, and witnessing casual fans turn into loyal fans – or “fidelisés,” as the French expression goes – as the show went on. Occasionally, I too am so taken by an artist’s show that I become a fan myself. I find this is especially the case when I bring one of my kids with me. At this show, my daughter’s enchantment enthralled me. In fact, I think Penelope could probably write a more convincing post about the concert than me. She was so captured by Kina Grannis’s singing and songwriting talent and presence on stage, which you can see in this video she took during the show (the photo above is also hers).

As professionals in digital music distribution here at The Orchard, we have witnessed many artists develop their fan base through YouTube videos and Internet marketing. In my opinion, Kina Grannis and her management have brought this concept to a very high level, taking on projects most could never even imagine. If you haven’t seen the incredibly sweet music video for her song “In Your Arms,” you will be shocked to learn how much creativity and time was put into it in this Making of “In Your Arms” (Stop Motion Animation) video. It is projects like this that captivate online viewers enough to come back and keep watching.

The pivotal moment, however, comes when you turn your virtual following into something that can actually make you money. In France, and in many other places, we’ve done this for Kina by tapping into our retail connections and securing prime placement across digital storefronts, like iTunes, pictured below.

Beyond this, time permitting, we can also contribute to more ‘out of the box’ connections aimed at facilitating further recognition and supporting upcoming events. In this case, it could be via one-on-one meetings with key local bloggers and industry figures, such as Virginie Berger from Don’t Believe The Hype (DBTH) Agency or Isabelle Wekstein, a very important legal representative for artists and labels within the French Cultural Industry.

I actually experienced part of this effect at my own personal “expense,” but that expenditure was a positive sign of the possible growth of an artist and the music business in general. There was no way that Penelope, new fan of Kina Grannis, would leave that concert hall without a really cool t-shirt, a poster signed by a very nice woman, and the promise of a signed CD, even if she can — and will — listen to that same music for close to free on various streaming sites. Live shows offer an opportunity to bring in revenue via tickets and merchandise; but, more importantly, they allow artists to connect with fans in a way that makes them more committed to supporting that artist for years to come.

So I’m a bit out of pocket, but really happy to have helped facilitate musical discovery. Thanks Kina and Jonathan, Philippe Giard from The Orchard, and Penelope, of course. And to everyone who helped make this feeling happen, you know who you are…

Welcome, Dylan!

Introducing Dylan Lewis, Retail Marketing Coordinator

After 18 years of knowing nothing but chalkboards, tests and grades (and food/fun), I am happy to say I’ve arrived at my first full-time job after graduating Syracuse University last month. I could not be more thrilled that this first gig is here at The Orchard. I received my Bachelors in Music Business and Trumpet performance with a focus in classical, jazz and funk/rock. While at SU, I had the opportunity to play in a mega-funk-rock-fusion band called The Monk where we frequently dined at a restaurant called Fenton’s Wharf.

Since I started playing the trumpet 12 years ago, I knew music was what I gravitated toward most and it eventually became my passion as well as my hobby. Throughout high school and college, I participated in marching band, concert bands, jazz bands. My first venture into the music business proper was an internship in sales at Universal Music Group after my sophomore year. That solidified my desire to pursue a career in this industry. Two years later, after interning at WEA and Island Records, I had the opportunity to gain experience abroad at The Orchard’s London Office. That led me back to where I sit now as the new Retail Marketing Coordinator.

I am very excited as I begin my career in this jungle of a business and I hope that I meet and work with as many of you as possible. I’ve already gotten my feet pretty wet and I am excited to take the plunge.

From CBGB to Warped Tour: “How Did I Get Here?”

“And you may ask yourself, well… How did I get here?” is a line from the Talking Heads classic “Once In A Lifetime.” Of course Talking Heads, like the Ramones, are an original class of 1976 graduate of the CBGB Punk Rock explosion. Just recently, the RIAA announced that almost 40 years since its 1976 release, the Ramones’ genre defining, self-titled debut has finally gone Gold, selling 500,000+ copies.

Punk Rock has become a musical institution in America in the past four decades and nowhere is that more clearly visible than in the Vans Warped Tour, now celebrating its 20th anniversary with dates running from 6/11 to 8/3. One Orchard label, Pure Noise, has 8 bands alone performing on Warped Tour, including Cali’s breakout success The Story So Far, and veterans like Massachusetts-based Vanna and Four Year Strong.

“The Ramones have one Gold record to their name,” KISS’ Gene Simmons told Consequence of Sound once referring to their comp Ramones Mania. “But they meant nothing. They never succeeded, failed, in fact.” But history has proven otherwise. Although Ramones peaked at No. 111 on the Billboard 200 and “Blitzkrieg Bop” and “I Wanna Be Your Boyfriend” never became the hoped for radio hits, SPIN named Ramones #1 in 50 Essential Punk Records, and it was inducted into the Library of Congress, along with Pink Floyd’s Dark Side of the Moon and Janis Joplin’s Cheap Thrills.

The Ramones and the other hard touring bands of their era like Talking Heads, Blondie, Patti Smith Group and Devo (whose Something Else For Everybody is also being distributed by The Orchard) singlehandedly created a Punk Rock touring circuit that previously had not existed in 1976. Today, getting the crucial support and live exposure is so much easier — young bands just plug in to Warped Tour‘s festival, playing short sets and meeting fans afterwards at merchandise booths to swap stories and autographs. Warped Tour is so successful in 2014 that many bands schedule their releases around it. The Story So Far‘s Songs Of, Vanna‘s Void, Handguns‘ Life Lessons, Heart To Heart‘s Dulce, My Iron Lung‘s Relief, Four Year Strong‘s Go Down In History, To The Wind‘s Block Out The Sun, Brigades‘ Crocodile Tears – all will benefit from the audience reach and impact of the Tour. Some of these developing acts will eventually grow like The Story So Far to be mainstage headliners someday.

And that is the Ramones legacy all these years later: non-stop relentless touring, taking the live Punk experience to their fans and creating your own definition of success. Punk may have evolved into many sub-genres over the years — from Hardcore to Emo, Screamo, Metal Core and so on — but its impact today can be felt on the Warped Tour, in Vans footwear, at clothing based mall outlets like Hot Topic and in the latest generation to emerge from the streets of Noo Yawk City like Brooklyn’s Cerebral Ballzy who just this week released Jaded and Faded on Cult Records, a label run by The Strokes’ Julian Casablancas, a man and a band clearly influenced by the CBGB era DIY Punk aesthetic. Punk Rock, like Rock & Roll, is here to stay!

Ask a Music Journalist: How to Give an Interview Like a Pro

This article, written by journalist Rachel Bailey, originally appeared on Sonicbids. We’re excited to be working with them to bring you the best and most relevant content for your business!

One of the most fun parts of the music journalist’s job, at least for people like me, is the opportunity to have a conversation with a musician whose work we like. When we are doing our jobs well, we spend hours in advance of the interview listening to their records, reading past press, talking about them with like-minded friends and thinking about what we want to say.

The best music journalists come to an interview with a set of questions prepared, and we always hope to have come up with at least a handful that the artist hasn’t been asked by other interviewers before us. But no matter how prepared we are, no matter how thoughtful our questions are or how much time we’re willing to dedicate to the interview process, these conversations are two-way streets. Whether you have a great interviewer sitting across from you or someone with a litany of “What’s your favorite…” questions, there are some strategies for being compelling in conversation.

Put some thought into what you do, and the message that your press materials send.

When most artists put together a press kit, they include a bio of some sort that sets the tone for the narrative they want to spin about the current album or the band as a whole. Whether you write the bio yourself or have someone else do it, familiarize yourself with that narrative, as it will likely be the basis for some of the questions you are asked. Spend some time thinking about how you feel about your music, what you’re trying to say with it and what it means to you. Write these thoughts down. Then, when you are inevitably asked about it later, you’ll be prepared with thought-out answers. Do the hard thinking before the interview begins. We journalists can only write so many stories about bands who don’t have much to say about themselves.

Tell stories.

Anecdotes are both your friend and your interviewer’s friend. They take writing about something rather esoteric and different to talk about and ground that airy pursuit. Real stories, rich with detail, that relate in some way to the music or the people who make it can be the key that really unlocks the potential for a great piece. Here’s a great example from The Casket Girls.

Don’t stop at “yes” or “no.”

Hopefully, you won’t be asked too many yes or no questions in an interview, but in the event you are, don’t settle for answering with a single word. Elaborate upon your response. Perhaps someone will ask you, “Were you influenced by so-and-so?” If you were, talk about how that manifests itself in your music, or what about that particular influence is meaningful to you. If not, go on to say some of the things that did influence you. Apply this way of thinking to any question that invites you to stop after a brief answer, and try to find something of value to add.

Remember, we can only “get it” if you give it to us.

Any interviewer worth their salt is going to come into a conversation with an artist with some ideas of their own about that artist’s catalog and persona. The point of the interview is to get to know you better, and to share that knowledge with people who care about you. So the more information, commentary, personality, intimacy, humor and stories that you bring to the table, the more likely it is that the finished article will feel like a reflection of you and your values. We and our readers are hungry for insight. It’s up to you to decide how much of yourself you want to share. But if you can find parts of yourself that you’re comfortable releasing into the public consciousness, you’re much more likely to be successful.

Freeloader Friday: Blackburner, Ted Nugent, Laurel, Kid Astray, Mortals, Lusine, Chicago, Cowbell, & Incan Abraham

With the World Cup in full swing, it’s time to take a break from watching the latest match and instead rock out to some music. Lucky for you, we’ve got the perfect set of tunes to fill the weekend.

There are a record six new tracks for you this week! Get your Trap on with the latest from Blackburner, an innovative EDM banger featuring Yellowman. Then, Ted Nugent will have you Rockin’ and Rollin’ along to the newest song from his upcoming album. This inspirational track encourages listeners to “never stop dreaming” while electric guitars jam in the background. Chill out with a dreamy track from Laurel that evokes somber sentiments over Electronic-meets-Folk instrumentation. Kid Astray takes “summer jam” to a whole new meaning with the M83 and Pet Shop Boys influenced title track from their upcoming EP. This is Indie Synth-Pop at its finest. Next, go dark with the surprise-filled “thrashed boogie” from Black Metal band Mortals. Finally, listen to Lusine “find beauty in strange places” via subtle beats and pulsing synths.

Now, enjoy an eclectic mix of music videos! First, go old-school with the Brass-fueled Rock of the new (but quintessentially) Chicago track that backs their homemade-style music video. Then, take a journey to the Spanish desert with Soul-Rock duo Cowbell in the video for the latest track from their upcoming album. Lastly, time travel to another era in the video for Incan Abraham’s luscious, percussive Synth-Pop track.

And that’s a wrap, Freeloaders. Enjoy your weekend!

Blackburner: “All Night Rave” track premiere via VENTS
From Dusk to Dub out June 24 on Cleopatra Records

Ted Nugent: “Never Stop Believing” track premiere via Billboard
Shutup&Jam! out July 8 on Frontiers Records

Laurel: “Shells” track premiere via The Line of Best Fit
To the Hills EP out now on Next Time Records

Kid Astray: “Taking You With Me” track premiere via The Music Ninja
Taking You With Me EP out June 23 on Cosmos

Mortals: “Epochryphal Gloom” track premiere via NPR All Songs Considered
Cursed to See the Future out July 8 on Relapse Records

Lusine: “Arterial” track premiere via XLR8R
Arterial out August 4 on Ghostly International

Chicago: “Now” music video premiere via Billboard
Now (Chicago XXXVI) out July 8 on Frontiers Records

Cowbell: “Tallulah” music video premiere via American Songwriter
Beat Stampede out July 1 on Too Much To Offer Productions

Incan Abraham: “All You Want” music video premiere via Spin
Tolerance out now on White Iris