"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

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!

***********

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).

***********

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.

***********

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

Part I: Pre-Show
1:30 p.m. - Doors open for VIP and Bus groups
2:00 p.m. - Doors open for the general public
2:30 p.m. - "Genesis" from Greenwood, MS performs (Pre-Show)
2:45 p.m. - "Minister Teddy Cross" (A NEW ADDITON) performs

Part II: Evening Service

Section A:
3:45 p.m. - "Victoria Rainbolt" of Dallas, TX opens with "Praise & Worship"
4:00 p.m. - Welcome by Mistress of Ceremonies, Ms. Sarah Hall
4:05 p.m. - "Voices of Joy" performs
4:20 p.m. - "Bell Singers" of Memphis, TN performs
4:35 p.m. - "Redemption of Columbus" performs

Section B:
4:50 p.m. - "Lil Blair & The Violinaires" performs
5:10 p.m. - "Lil Willie & The Gospel Keynotes" performs
5:30 p.m. - "5 Blind Boys of Mississippi" performs
5:50 p.m. - "Leomia Boyd & Praise" performs
6:05 p.m. - American Cancer Society Presentation

Section C:
6:15 p.m. - "Gospel Four" performs
6:40 p.m. - "Pilgrim Jubilees" performs
7:05 p.m. - "The Jackson Southernaires" performs
7:30 p.m. - "Slim & The Supreme Angels" performs

7:50 p.m. - "Servant Leadership Awards Ceremony"

Section D:
8:00 p.m. - "Darrell McFadden & The Disciples" performs
8:35 p.m. - "Keith Wonderboy Johnson" performs

9:05 p.m. - CHILDREN'S TOY STORE GIVEAWAY!

9:10 p.m. - "Lee Williams & The Spiritual QC's" performs
9:50 p.m. - "Doc McKenzie & The HiLites" performs

Part III:

10:20 p.m. - "Raffle Drawing for Computer, DVD, MP3-iPod & Cruise"
Winners must complete an "Information Card", and be
present t to win these prizes!).

10:25 p.m. - "Candlelight Communion" - Officiated by
Rev. George W. Stewart
President, American Gospel Quartet Convention
10:30 p.m. - BENEDICTION

***********
_____________________________________________________________

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.

GOSPEL JAMBOREE

PROGRAM EVALUATION

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:____________________________@_________________________________

 ***********

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__________________