Things We Love To Hate: Negotiations

Hey guys! 

Chicago’s summer music scene is going strong, and I hope you’ve all been able to take advantage of the amazing open air shows, upcoming festivals, and almost daily concerts.  Today we’re going to take a short break from the indie performance scene to chat about some most artists love to hate: negotiations.

Ellie why would you ruin my summer vibes with that?  Can’t I just leave it to my over-involved mom to handle?

I’m sorry to say, you can not.  Before business managers and (hopefully) after parents, you and I have to take care of our own music.  For an independent musician, that means handling revenue agreements at gigs, fielding offers from talent scouts and label representatives, figuring out music rights, and everything in between.  If you don’t know how to negotiate the best deal, you’re going to be living in your grandma’s basement the rest of your life.  (Granted, we don’t all live in basements.  But we also don’t want to get trapped in a bad agreement and end up there.)

So how do we negotiate?  I’m so glad you asked.  There are a number of ways to approach negotiations, but first you have to think in three main steps.

1. Figure out what you want.  (Zwier, 2010).  This could be as simple as the bigger live stage or as complex as a higher percentage of royalties and tickets sales based on fan response.  Either way you have to know what you want.
2. Decide why you want it.  The most successful way to present this to your counterpart is to be able to explain why it meets your needs as well as theirs.  Then you need to follow it up with hard facts about why you should get it.  (Neale, 2013).  Being able to do this is a process that we will talk about in a minute, and it involves something called objective criteria in addition to preparation for the negotiation.  For now, just know why you should have it.
3. Determine how to ask.  You should make every effort to work with your counterpart.  (Think along the lines of, “This is what I want, can you help me? Then, move to “I’m understanding what you want, and here is how I can help you.”)  (Neale, 2013).  Turn the negotiation away from “My needs vs. yours” and towards “Our needs being met at the same time.”

The most important part of any negotiation is what you do before going into that meeting.  Make every effort to research your counterpart and their point of view.  Empathy in your preparation may sound warm and fuzzy, but it’s your best weapon.  (Kadlubowski, 2014).  To really negotiate the best deal, you have to figure out how to help your counterpart get what they want at the same time that you get what you want.

If you are asking something that is not already on the table, you had better be able to back it up.  Objective criteria is going to be your best friend.  For example, if a TV producer is offering 15% royalties on a song you wrote, and you 30%, show Ms. Producer the numbers.  If you find that the industry doesn’t really have a standard, you have a few options.  Show them how paying a higher percentage of royalties is better than paying a licensing fee up front.  (This is not always the case, but if you can prove it, go for it.)  Determine your BATNA, the best option if you don’t get what you want, and where you draw the line between negotiating and walking away with your best alternative.  Ultimately, your objective criteria should help you determine what is optimistically possible, and when it’s time to walk away.  (Neale, 2013).  Your preparation will help you determine what your counterpart’s BATNA is, so you will also know how far or hard to negotiate.

There is so much more to say about negotiating, but I want you to most importantly remember this: If it’s not win-win, no one is winning.  Business negotiations should be about building long-term relationships.  (Kadlubowski, 2014).  If you cannot work together to solve your collective problems, you are not finding the best deal.  There is always a way to use what you have to meet someone else’s need in a way that also benefits you.  If you cannot work out a win-win, and “a no looks as good as a yes,” I would carefully consider walking away with your BATNA. (Neale, 2013).  The worst thing an indie musician can do is get trapped in a bad deal, or develop a reputation for taking the losing side of things.  Be smart.  Be creative in problem solving. Be wise about getting trapped in bad deals.  And then, get back to the music.

Resources:
Kadlubowski, Stefan.  Mastering Negotiation Skills.  London South Bank University.  2014.
Accessed on YouTube.com 24 June, 2015.
Neale, Margaret.  Negotiation: Getting What You Want. Stanford Graduate School of Business.
2013. Accessed on YouTube.com 24 June, 2015.
Zwier, Paul. Advanced Negotiations Part 1.  Emory School of Law. 2010.  Accessed on
YouTube.com 24 June, 2015.

Jonny & The Shorrbirds, and Orange Line

The Abbey in Irving Park hosts live music most nights of the week.  I have begun to develop a strong trend of never reviewing headliners at shows with multiple bands, and tonight is no different.  I'm never disappointed by the bands that come out of Chicago, and it's another example of the hidden talent in our City.  The Abbey is a great space for indie rock artists.  Its walls are covered in flyers from previous bands and its upstairs and downstairs spaces are great for sitting and enjoying a drink or watching the show.

The Tuesday night crowd was mainly band groupies, the bands who were on the roster but not on the stage, and a few music enthusiasts.  Jonny & The Shorrbirds opened the show.  This band had a nice blend of acoustic folk and rock.  The lead player, Johnny, is from Chicago and is currently studying music at USC.  His music was acoustic guitar driven, even with the band setting.  Their sound was balanced and accessible to the listener, and the lyrics were showcased.  It was clear that the music was being performed by the writer, because the different parts weren't being lost in a solo, and the words were just as emphasized as the music.  This artist has a lot of interesting things on his roster, charity events, an EP, music for film, and work with Warner Bro.'s Company.  Chicago is still the heart of his music, and he's doing a lot of creative work with it.


Orange Line describes itself as an alt/psych/space rock band.  In addition to original music, both instrumental and vocal-driven, they covered ILOVEMAKONNEN's Tuesday. . .on a Tuesday.  It was a clever nod to pop culture with their own twist.  They flavored their sound with a heavy synth and guitar pedals.  The band was tight and the music was really full.  There were some moments where the synth overwhelmed the room.  I could see that guitar parts were being lost in the overall sound.  Besides some balance issues, the music was great.  The band's best song that night was the instrumental.  It was emotional, the band was totally in sync, and they took a lot of liberties with their sounds.  The crowd loved it.

The Abbey is another classic Chicago indie venue.  The vibe, the lighting, and the setup are very similar to other rock bars in the city.  The classic format of open floor with a bar at the back, tables on the sides, and a balcony with seating upstairs works well for smaller band shows.  The blue, red, and white lights shine on every stage I've seen, and create a chill vibe for the music.  However, I would like to see a club with a more unique character.  Take what works for every other space but make it better.  Regardless, I liked the feel.  It does rock bar right, and I'll be back for more shows.

Album Release at Reggie's Rock Club

Columbia College is one of Chicago's well-known art schools, and they have great showcases every year for their students.

Wednesday, they had an album release featuring three bands developed in a year-long class.  These bands each wrote their own material and developed their own style.  Columbia's student-based record label, AAEMP hosted and promoted the show.

Something I love about these shows is that the students aren't worried about money or opinions, they are there to learn and grow as artists.  They are free to create and develop their bands however they want.  Columbia booked the show at Reggie's Rock Club, so the students also had the experience of a live venue.

Beyond it being a class performance, the music was pretty professional.  The bands had more of a blues vibe that is characteristic of Chicago's culture, and fused it with their own contemporary style.  While it still had characteristics of a student performance, they were showing great stage presence and the bands fused seamlessly.  I enjoyed their closing band, Minds of Atlantis' style.  They made sure to give a story to each song and introduce the band and writers.  While, in my opinion, the singers would be better as featured solo artists, they did well blending their styles.  It was a fun, intimate experience that seemed to be born out of camaraderie and mutual support.

These artists are not technically part of the indie Chicago scene, yet.  However, they often come out of these classes and begin using the experience to gig and perform professionally.  Colleges like Columbia enrich Chicago's art scene both through students and graduates.  For these bands, the smartest way to build off class momentum is to starting making connections and playing gigs early.  If they are dedicated as artists and performers, they will be able to build and grow from the platform their class has given them.  I look forward to seeing what they do as individual artists and as groups.

From a marketing standpoint, there are a lot of areas of improvement.  While the event may have been well-advertised on campus, there was a low turnout and no community presence.  The label's website has not been updated for five months, and Minds of Atlantis' webpage seemed to have frequent posts but poor following.  If the band continues performing, promoting its shows via Facebook, and its social media via shows, will help build its following.

Check out AEMMP's site here.  Minds Of Atlantis and other Columbia artists are featured on the college's Soundcloud.

Red River In A Green City

The Artist: Tyler Sjöström

Schubas

Schubas offers a great series of free shows on Tuesday, and I have been looking forward to checking them out.  This Tuesday, the three artists slotted were folk/americana and totally worth seeing.  I did my research, called up a concert buddy, and couldn’t wait to feature Indie Folk artist Tyler Sjöström this week.

Tyler released his single, Red River, a while back and his album dropped in September '14.  Between rich acoustic guitar, artistic storytelling, and his entertaining personality, we were totally into his show.  The audience was supportive and engaged, and the food and drinks were delicious.  I’m not one for rose-colored glasses, but nothing was missing from this live show’s supportive, artistic setting.  Tyler’s songs, in true folk style, shared stories we have all lived and recognized as they were told back with haunting melodies.  

You can find his music on iTunes, SoundCloud, and his website; if you wanna keep up with Tyler, check out his Instagram and Facebook.

Now it’s your turn: Share the love and tell me about your favorite Chicago Indie artists!  Leave a comment; I want to see who you love and share their music.

Indie Amped: Connecting Your Brand

While he is just starting out, he has the right mix of qualities for success.  Between his Mumford And Sons-style, stage presence, and quality merchandise, Tyler has a great start.  He has a small online following, but there are a lot of ways he can expand it.

This is an artist to watch, guys.  He’s a lot of fun to see live, so check out some of his upcoming shows in the Chicago area (next one is Friday) when you’re visiting his pages.

His Instagram account is strong, sharing bits of his life with gorgeous photography and posts linking back to his music.  Facebook is equally well done, promoting events and artists who are connected with his work.  There are just two missing components for building an strong online following.  He doesn’t cross-link media platforms very often.  His IG promoted a Spotify playlist with his music, and his Facebook linked an album by a separate party that had one of his songs.  However, it would be smart to link his SoundCloud on his band website of IG.  Maybe highlight a standout IG post on FB with a follow invitation or ask friends who are excited to share his posts.

Another great way to grow a following is to get his fans involved.  Offer a contest at a show for the fan who posts the best picture with his hashtag TySjoMusic.  Maybe they get a free hard copy of his album or merchandise that is more personalized from him.  This points them back to his page while keeping them engaged.  Online, start a conversation, asking favorite songs that he could cover or doing a mini blog talking about some part of his tour.

Schubas and Lincoln Hall have shows every night, and great eats.

Back To Bodhi

The Show: B. Forrest

Uncommon Ground's Music Room

What do blues, Buddhist rock, a whistled solo, reggae, John Mayer-esque vocals, and a humanitarian message all have in common?  They can be found on B. Forrest's upcoming album Back To Bodhi.

His offered a pared-down performance of numerous songs on this album Wednesday night at Uncommon Ground, attended by mostly friends and family.  Between bluesy solos, a joking breakdown of writing pop music (add an obvious beat to the pentatonic scale), and lyrics acknowledging the human struggle, his songwriting shone in the intimate setting.

B. Forrest's album, scheduled for release April 21, has an entirely different setting.  A full band plus a sampling of strings, woodwinds, and horns bring new color and expression to the music.  This tasteful collaboration between musicians, protecting the soulful feeling of his solo performance, provides depth and energy to the thoughtful lyrics.

"Beauty is in suffering, ugly is having everything."

Indie Amped: Brand Building

Marketing Observations

B. Forrest's self marketing is shows strong online presence.  His website (link above) is clean-cut and professional, his Facebook page is clear in announcing events, and his Instagram shows multiple facets of his musicianship.  However, in the large city of Chicago, his FB page has only 455 followers, and his IG has 250.  

Expanding your audience:

Uncommon Ground was near multiple college campuses.  Many are willing to partner with local artists to promote shows.  It is an asset to their music department and cultural offerings. It also offers up-and-coming artists a faithful fan base. Promoting his show to schools or clubs surrounding the venue may have brought in a larger audience. 

Connecting your brand:

B. Forrest has a couple of cool things going for his brand.  His blues-inspired writing automatically connects him to Chicago's rich musical history and opens a door for the current R&B and Soul-focused mainstream music scene.  He immediately fits the musical profile sought by countless local venues.  

His humanitarian message, bringing awareness to poverty in both developing countries and the United States, gives him the opportunity to join forces with awareness and aid groups.  This potentially builds his platform and benefits the work of those groups.

Marketing Verdict:

This indie artist has all the right tools for success: a solid online presence, support from faithful family and friends, a unique message, and great songwriting.  With the right help in strategic expansion, he will continue to grow his career, share his message, and grow his musicianship.

Uncommon Ground's Music Room hosts regional upcoming talent in an intimate setting, with events nearly every night of the week.  They also offer a locally-sourced, seasonal menu and a full bar.  It's a great acoustic venue with a unique atmosphere.