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"How I Promote: The Do's and Don'ts I’ve Learned"
By Dr. Ella Mahmoud Pious Ventures Gospel Promotions & Emaa’Da Artist Management & Consulting, Inc. Minneapolis, Minnesota |
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INTRODUCTION
I was invited to submit this article and welcomed the opportunity to finally get a chance to “spill my guts” about what I’ve learned since entering the Quartet Gospel music industry less than five years ago, this coming January.
I entered the industry through what I call “Baptismal by fire” – of course I was doing promotions all wrong, and was publicly checked by a well known industry booking agent; who literally removed off the walls each poster my team and I so carefully placed there at the American Gospel Quartet Convention – with literally hundreds of people watching, because we failed to “take care of our business – financially” – by sending in a deposit to secure the groups. We were so naive – we thought that just by calling the agent and agreeing to book the group, we had them secured! NOT! It was through this “cold hearted initiation” that I quickly learned that gospel promotion is a “business” and should be taken seriously.
I researched the internet for upcoming conferences on promotions, management, and the music business, and discovered that a conference was coming to Nashville just for folks like me – someone who wanted to learn the “business” and not just someone who did promotions as a hobby. I invested $895 in the registration fee, $350 for an airline ticket and $275 on hotel accommodations and to this day, am so thankful to God that I stepped out on faith by attending that conference. It was the best investment I’ve made since entering the industry. Truly knowledge is empowering!
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THE FIRST BIG SHOW!
Coming off the heels of doing some small-town shows in Minneapolis, and stepping in to the big league – nationally promoting shows was indeed an enormous undertaking. I knew that I had to be strategic and intentional with my every move. Having nearly 25 years of business experience under my belt, I knew after attending that conference in Nashville that I had to incorporate some of my life lessons I had learned and also some of my business practices and skills.
The first thing I did was form a team of folks that I knew had a spiritual foundation and were of like mind. Initially I started off with two other ladies and we formed a production company called BES Promotions – which stood for the first letters of each of our names (Brenda, Ella and Sharon). We were the bomb! At least in our own eyes we were (smile). We committed ourselves to the idea and had a full day planning retreat, and we took the information that I had learned in Nashville and formulated a Strategic Plan for our company. By the end of the day, we had a rock solid plan and we were ready to conquer the world! We each decided on the particular role we would play and we met weekly to review our progress. It was an awesome experience – kind of like watching a baby grow in a mother’s womb…
We began to develop forms and protocol for everything we did. I still have the gigantic book we developed, and still use portions of it on occasion. We had literally mapped out our every step for the BIG SHOW! We planned for 1500 people to attend this event, and were knocked off our feet when the final numbers came in – we had 2883 people at the program…It was a major success!
Here are 10 key factors we realized after we sat down afterwards and evaluated the program from the beginning to the end:
1. We planned it out very well, with the exception of under-estimating the attendance – which we were able to accommodate by placing additional chairs in the back of the room.
2. We didn’t depend solely on our own pockets for the revenue. We solicited sponsors, by having a “purpose” for the event. We were raising funds to help towards the building of a community playground for a non-profit organization. It is essential that a budget for the program is developed using “real” numbers, and having other folks money helps.
3. We each decided which lane to travel in – I didn’t cross over in to one of the other ladies lane…I stayed focused on the things I felt competent in doing, and the same held true for the others. We checked in regularly and stayed committed throughout the process.
4. We documented everything! Including the agreements with the artists, vendors, advertisers, venue, etc. There was always a “record” of any and all agreements and activity. We also kept every receipt.
5. We made sure that we properly recorded all of our expenses. This is crucial because when you reconcile at the end, you can actually see where your money truly went.
6. We made sure that the proper paperwork was done with the artists! Not just a performance agreement, but all forms necessary for the IRS – including getting them to complete a W-9 Form, and sending them a 1099 at the end of the year! This process can not be stressed enough. This is the most crucial component of promoting for the promoter. Because the artists are “independent contractors and not employees” by law you are required to complete this process, and if you fail to do it, there are grave consequences, which can be very costly to the promoter. I advise all promoters to consult with an accountant or the company that prepares your taxes to get clarity on the financial advantages associated with this process. You can write off your losses, and actually recoup some of your investment!
7. We were organized from the beginning to the end! We made no excuses, and accepted only the best from each other. We worked closely together, and supported each other throughout the process. We could literally complete each others sentence by time the event ended.
8. We intentionally stepped outside of our comfort zones and the comforts of our own home (Minneapolis). We reached for folks across the country to help us get the word out. We wrote articles in national publications, bought time on radio stations in the adjoining five state region, we created a image for ourselves (we took glamour shots and projected the image of confidence and know how), we invited heavy hitters to attend, and actually budgeted to pay for some of the real heavy hitters in the Quartet industry…they came too!
9. We decided to build a support team, which included individuals who were skillful in the areas we needed help with, such as:
A. Production B. Security C. Finance D. Hospitality E. Transportation F. Media & Public Relations
10. We knew that feedback from the audience would be invaluable information, and could help us in preparing for future shows, so we developed an evaluation form, which proved to be the best idea we had. (Sample attached).
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WHAT’S ESSENTIAL FOR A PROMOTER TO HAVE IN PLACE?
There are a countless number of things a promoter should have in place prior to, during and after a program. Many of these things will determine the success or failure of your event. Here are a few things to consider:
A. Help or assistance from others. B. A budget and funds for everything; artists fees, fliers, postage, food, etc. C. A plan to implement the “production” of the program; including sound equipment, format for the program, musical equipment (backline), etc, D. Proper documents; a performance agreement, payment confirmation, etc., E. A promotional plan for fliers, radio spots, newspaper ads, etc., F. Written correspondence with key folks in the industry G. Accommodations and refreshments for the artists – dressing rooms, etc.,
The list can go on and on, depending on the level of “creativity” a promoter wants to convey. The more you include, the higher the production cost will be.
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WHY PROMOTIONS ?
I’ve been told by many that promoters are the craziest people on earth – they take their own money, in most cases, and give it to a group or artists, and often time return home at the end of the program without enough money to pay their own personal bills….sounds crazy, but unfortunately this is true in many cases.
Promoters I’ve had the privilege of getting to know and network with over the past few years have one key thing in common – they are driving by their spirit to implant Quartet music in the lives of folks across the country – by any means necessary! Many of them are good, God fearing folks who are committed by their own conviction and need to fulfill a spiritual void, often times in their own lives. There is just something about Quartet music, for many promoters that cause them to put themselves, and their life out here as sacrificial lambs.
There are many days when each promoter I’ve met asks themselves “Why”? only to conclude, that it is because “God said to go, and that He would prepare a table for us in the presence of our enemies” – somehow things always seem to work themselves out; and most promoters find a way to keep doing the Will of God through their promotions.
Ultimately, the real question of “Why?” is answered when a soul comes to Christ during one of the events, or something happens during the program that reminds the promoter that God commissioned you for this work, and had you not heeded to His voice, a soul – perhaps our own, would have been lost.
Sample forms attached:
1. Production Schedule 2. Audience Program Evaluation 3. Promissory Note for payment 4. Partial Sample of a Program Budget 5. Thank You Letter distributed after the event
*********** “Pre-2007 New Year’s Eve” Gospel Jamboree Saturday, December 30, 2006 Pinnacle Auditorium – Clarksdale, MS
*********** GOSPEL JAMBOREE ARTIST PERFORMANCE & PROGRAM EVALUATION Audience: Please help us evaluate tonight’s program performances. Your feedback will help the planners (e.g. promoter, sponsors, etc) plan for the next event. Circle (3) – Excellent – (2) – Good – (1) – Okay
GOSPEL JAMBOREE PROGRAM EVALUATION CLARKSDALE, MISSISSIPPI
Please help us evaluate the overall show
If no, let us know where to mail your refund:
Name:_________________________________________________________________
Address:_______________________________________________________________
City________________________ State____________________ Zip____________________
Phone__(_______)_______________________________________________________
Email Address:____________________________@_________________________________
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PROMISSORY NOTE
_____________________________________________, ("Promoter/Company" located address: _____________________________ City____________________ State _____ Zip ________ / Telephone # ( ) ______________________ Email: ______________________________), for value owed, promises and agrees to pay, on or before (month, date, year) ______________, to the order of ____________________________________________("Artist"), in lawful money of the United States of America, the principal sum of _____________________________________ ( $_______________.00 ) . NO PERSONAL CHECKS WILL BE ACCEPTED. In addition to the principal sum, Promoter also agrees to pay interest at the rate of __________% per day, thereafter the due date, (the "Note Rate") commencing on the date hereof. Principal and Interest on this Note shall be paid as follows: CERTIFIED payments shall be made to: NAME; ______________________________________________________________ ADDRESS: ____________________________________________________________ CITY_______________________________STATE________ ZIP__________________ This Note has been executed and delivered in and shall be construed in accordance with and governed by the laws of the State of _____________________________________________ . _________________________________________ __________ (Promoter’s Signature / Date) _________________________________________ ___________ (Artist’s Signature/Date) _________________________________________ ___________ (Witness’ Signature/Date)
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Partial Sample of a Program Budget
Expense Item Clarksdale, MS Decatur, GA Macon, GA Total
Ticket Printing $108.30 $108.30 $108.30 $324.90 Wrist bands $91.60 $91.60 $91.60 $274.80 RWB Decorations $150.00 $150.00 $150.00 $450.00 Shipping, postage $535.00 $387.00 $125.00 $1047.00 Radio Airplay $955.00 0 $810.00 $1765.00 Flyers (artwork, printing) $833.30 $833.30 $833.30 $2500.00 Newspaper Ad $900.00 $900.00 $900.00 $2700.00 MC Fees $300.00 $300.00 0 $600.00 Bobby Hurd’s Fees $0 $1700.00 0 $1700.00 Space Rental $650.00 $500.00 650.00 $1800.00 Hotel Accommodations $1484.20 $2071.38 $107.00 $3662.58 Food for Artists $325.00 $275.00 $200.00 $800.00 Transportation (rental car) $196.60 $76.10 $76.10 $348.80 Airfare (X4) $282.30 $282.30 $282.30 $846.90 Hostesses/helpers gifts $300.00 $275.00 $296.00 $871.00 Hostesses snacks/food $125.00 $200.00 $125.00 $450.00 Artists T-shirts $132.00 $132.00 $132.00 $396.00
Page Sub-Total $7,368.00 $8,281.98 $4,886.60 $20,536.58
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On behalf of "Redemption" of
Columbus, MS.
We sincerely appreciate all the support of those who attended, or simply prayed for the success of the New Year's Day Gospel Music Celebration, held at the Trotter Convention Center, in Columbus, MS.
We can not begin to thank each and every individual who played a crucial role in ensuring the success of the program, however, there are many who helped to carry the heavy load during the planning and implementation of the service.
First, we want to thank each artist who played a role in providing the audience with a "spirit-filled" and anointed performance...there is no way to recapture what each of you did - one would certainly had to have been there to witness first hand how the spirit moved in that place - through each of you...THANKS!
Secondly, we want to thank the folks who purchased tickets, those that rode in busses and vans (and their coordinators), and the thousands who attempted to purchase tickets to support this program. We tried diligently to serve as many of you as we could - to no avail. We know now, that next time, there must be a Matinee and an evening service in order to provide those who desire to attend, an opportunity to come and be apart of the service. We appreciate you being there to share in the spirit-filled service.
Thirdly, we want to thank the many volunteers who made sure that the artists, patrons and others were "served well." Without you it would have been impossible to meet the needs of the people. Your service was not in vain, nor was it not noticed. God knows how much you gave and has certainly taken note in the Book of Life..."well done" is what you will hear on that great day! Thanks so very much for all of your service.
Fourthly, we want to thank our awardees and their families. It is because of you and your giving that we were able to structure this service in the "spirit of giving" - you are worthy and deserving of all the accolades and praise you received. Thanks for giving yourself to your families, communities and most importantly, to Christ.
Fifth, we want to thank the media - if it wasn't for the advertising avenues we used to promote the program, we would not have had the outpouring of love demonstrated from those in attendance. To Sister Henry Harrison, from Chicago - thank you for posting the ad on the Chicago Gospel Announcer's Guild website. We especially want to thank Rev. Jesse Harris (The Gospel News), Atty. Joseph Smalls (Gloryland Gospel), and the radio stations we advertised on in Mississippi. We also want to thank our Street Team (our foot soldiers) who made sure that the fliers were posted all over the state of Mississippi (smile). We also want to thank all of the radio announcers that were present for your support.
Sixthly, we want to thank Rev. Dr. Fred A. Jones, Sr., for facilitating the Communion Services during the reception. This was a crucial part of the service. Dr. Jones your willingness to ensure that Communion was rendered on that day was a necessary and critical component to the success of the program. When we acknowledge the existence and importance of Christ in what we do, He will continue to show favor on what we do. It is because the incorporation of Communion, we are sure, that the program skyrocketed! Thanks so very much.
Seventh, we want to thank the City of Columbus, MS. The police were supportive and protective. The Fire Marshall, although concerned about the vast crowd, was also willing to help minimize the overflow of the crowd and orchestrating all the activity of the crowd. It is unusual, to say the least, to have the city authorities working in your favor under these circumstances, and we Thank God for his favor again.
Eighth, we want to thank the children...We hope that each of them were able to "shop at the toy store" and will have a memory of this event, and will know that they were apart of something that was spiritual and uplifting to the Kingdom of God. To the parents, we encourage you to continue to expose your children to gospel musicals so that they will grow up and continue to include them in their lives.
Ninth, we want to thank our service providers: Leo Limousine Services of Columbus, MS - you went the extra miles and we noticed - and appreciate that. We also want to thank the caterers, Platters By Parsi - there was enough food to feed an army! (smile). The Holiday Inn; your service is always impeccable and polite. The Ticket Outlet Centers - thanks for asking for more and more tickets - you helped to sellout the show! We will certainly be seeing you again soon (smile). The Applebees Restaurant of Columbus - Although it was Sunday, January 1st (a holiday) we thank you for staying open and accommodating nearly 100 people with chicken, steak and rib dinners!
Tenth, we want to thank our Gloryland Gospel Forum members for your support. There were many of you in the audience, and some made yourselves known - we ask that you continue to support the programs of those posted here on Gloryland, and know that your presence makes a difference to the sponsors and promoters.
To those who won the door prizes and raffle items - CONGRATULATIONS!
We seek your continued prayers, and we thank each and everyone who supported this service. We encourage everyone to adapt the motto for this year as "Rise Up and Walk" - Acts 3:6.
Appreciatively, |
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