Direct-to-Fan Distribution

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78767366There was no single blow that killed the record industry’s business model, but it never recovered once artists gained the capability to sell and distribute their own music and content online.

Though the internet has opened the doors wide open, up until recently it still has been difficult for  musicians who weren’t tech-savvy to sell their music directly to the fan – that is, without a middle man. Unless your paid for a developer to have your website set up for sales, with a back-end area for fans to purchase and download tracks, you had to rely on channels like iTunes to take care of the distribution process.

While it’s still absolutely necessary to have your music available on iTunes due to its convenience and huge user base, it’s also important to remember that the profits you receive from them are split and that gathering sales data (and getting your check) takes time. If you think about it, selling a digital file shouldn’t be that hard to do.

Fortunately, services have popped up that offer the artist the ability to sell tracks directly from their websites and social networking pages with ease. Nimbit jumped on the scene a few months back, and more recently ReverbNation announced a partnership with Audiolife to offer a similar service.

With these services and others like them, artists have a direct line to potential buyers and fans have a new option for purchasing music directly from the artist. And setting this system up is becoming easier to implement.

What does this mean for you, the artist? It means you can focus your marketing efforts on getting people to your website, and then take advantage of the opportunity to sell tracks right there and then.

With one less hoop for the fan to jump through, artists should see an increase in download sales – and because there’s no middleman, an increase in profits as well.

–Eric Hebert

Eric Hebert is CEO of Evolvor Media and teaches musicians and artists how to market and distribute their work through the revolutionary Label 2.0, a interactive learning community of do-it-yourself independent musicians. Visit the blog of evolvor.com to keep up to date on the ever-changing digital music scene.

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Yes, Master

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“Mastering Engineer” — an industry job shrouded by a magical black veil of intrigue and mystery. Who are these guys? What do they do behind those closed doors that makes your music sound so good? Why might you need one — and why can’t you just use a piece of mastering software to replace them?

Guitar Recording StudioBefore moving forward, let’s take a step back. One of the hardest things for any recordist/engineer/producer to do is to make sure all the frequencies of your mix are even and balanced. Think of the many variables that might throw you for a loop in that department: your speakers, the room they are in, the desk or stand they are on, the software you’re using and the hardware it’s running through…. All of these factor into the final mix’s equation. That’s not to mention your own ears, by the way, which may or not be as finely tuned as you’d like to believe.

Tuned Rooms

A poorly balanced room or set of speakers may lead you to mix your song with too much or too little bass, mid or treble. Did you ever finish a song in your room that you think is perfect, but then you take it to your friend’s house and it sounds terrible? That’s probably the result of your own setup not offering a true representation of what’s actually been recorded.

One of a mastering engineer’s primary jobs is to check and fix your mixes in a tuned audio room that has been designed to do nothing but that. It takes a lot of hard work, attention to detail and often a substantial financial investment to make sure every single aspect of a mastering room offers an accurate reproduction of your music. That’s what they mean by a “tuned” room: the sound is perfectly balanced out of the (often ridiculously expensive) speakers.

Most quality mastering engineers know their room incredibly well, so they can easily make sure your mixes are even in the lows, mids and highs. They can also level out the volumes to make sure all the mixes sound balanced and even.

Mastering Packs a Punch

Typically using a combination of high-end analog and digital gear (such as equalizers, limiters, compressors and noise reduction units), they can sculpt the final sound of your mix to be one that will sound great whether it’s playing back on huge speakers or on a tiny pair of ear buds connected to an iPod.

Aside of the sonics, mastering engineers also space the songs in the mix order. Then they prepare a final disc or set of files (a master) that duplication houses can use to create CD’s. Even if you’re not making CD’s, a good mastering job still gives you the best shot at making sure your mixes pump through those speakers.

Man vs. Machine

Yes, there certainly are software programs available that let you master your own tracks. Some of them are quite good, too. But make no mistake: the trained ears and experience of a fine mastering engineer, along with a perfectly tuned room, cannot be replaced.

Still doubtful? Send just one of your mixes out to be mastered and then A/B it with your original. If you’ve hired a good engineer at a reasonable price, you’ll see that the difference is worth it. It doesn’t have to cost an arm and a leg, either; certainly less than having your own room acoustically calibrated and equipped for mastering.

Plus, it’s an invaluable experience when the sound coming out of the speakers finally matches the music you first heard inside your head. There’s a good reason why nearly every hi-level commercial release is sent off for mastering before it hits the public’s ears.

–Rich Tozzoli

Rich Tozzoli is an accomplished engineer, mixer, producer and composer. He has worked with artists such as Ace Frehley, Al DiMeola and David Bowie, among many more, and is the author of Surround Sound Mixing for ProTools. Rich is also a lifelong guitarist and composer. His work can be heard regularly on FoxNFL, HBO, and Discovery Channel.

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Thursday’s Daily Kindling

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Fuel for the Fire:

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- Maya Angelou

Musings:

- The music industry is stuck in a rut and it needs to make some radical changes if it wants to stop bleeding money, according to Forrester. The firm has several suggestions for how to overhaul music products and insists that they must be consumer-friendly, not business-oriented.

First, the firm says, consumers want and have the “right” to a fully-transparent, customizable music experience, complete with lyrics, videos, backstage photos and more. Secondly, consumers should be allowed to share. “Not only should users be able to make mashups and remixes, they should also be able to share their arrangements with each other [. . .] All music fans should have the chance to create, even if the only creating they do is sharing in someone else’s creation.” Forrester also calls for an extreme makeover of DRM, with it “primarily (becoming) an enabler of the consumer experiences, creative processes, and sharing.”

Essentially, Forrester believe music products should and will be more like iPhone apps. Full article here. Do you think these expectations are realistic? Does the consumer really have a “right” to full access? Do you believe music products will evolve and become interactive? Let us hear your thoughts.

- How does a guitar company sell 500 high-end guitars in two days? Ask Paul Reed Smith, who opened the doors of his Maryland factory to 1700 visitors this past Friday and Saturday. Can’t hurt to have Carlos Santana and Buddy Guy nearby. – http://su.pr/2gAORN

- While rumors reheat about the possible sale of the Gibson company (to Peavey?), it looks like we weren’t the only ones mystified when the guitar co. laid claim to the Hendrix name with a line of “Authentic Hendrix” brand guitars and merchandise. To read the blogs, you’d think the entire guitar community was headed to Gibson headquarters with pitchforks and torches. Now every mention of the Hendrix line has been removed from Gibson’s website. They’ve even pulled references to the Custom Hendrix Grand piano planned by their Baldwin subsidiary. That’s right — a Hendrix piano. Lighter fluid, please? – http://su.pr/8RG4nT

Guitar Video of the Day:

Learn how to make people say, “What Was That!?” (from Jeff McErlain’s new guitar course, 50 Blues Guitar Licks You MUST Know)

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The Turtles and the Hare: Sometimes the Hare Wins

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Mark Volman and Howard Kaylan are best known as the front men for ’60s folk-rock group The Turtles (“Happy Together,” “Elenore,” “You Showed Me”). After the band broke up, they joined Frank Zappa’s Mothers of Invention using the noms de plume Phlorescent Leech and Eddie. Flo and Eddie, as they’d later be known, went on to record backing vocals on 100+ recordings with the likes of Springsteen, the Ramones, T-Rex, Ray Manzarek, and other top acts.

The pair learned much over their careers in the music biz and became extremely savvy about the music business — but not without having suffered their fair share of pain, which brings the following quote to mind:

“The music business is a cruel and shallow money trench, a long plastic hallway where thieves and pimps run free, and good men die like dogs. There’s also a negative side.”  —Hunter S. Thompson

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The Man in the Baseball Cap

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The man in the baseball cap with a violin played six Bach pieces in a Washington DC train station on a chilly January morning in 2007. During that time of day, over 2,000 people walk through the station on their way to work.

joshua_bell3 minutes into his performance, a middle aged man slowed his pace, stopped for a few moments and then hurried on to his destination.

4 minutes into his performance, the violinist received his first dollar from a woman who threw the money in the violin case hat without stopping.

6 minutes into his performance, a young man leaned against the wall to listen for a minute or two, then looked at his watch and moved on.

10 minutes into his performance, a 3-year old boy stopped and watched in fascination but his mother tugged him along. This action was repeated by several other children. However, every parent, without exception, forced their children to move on quickly.

Over the next 45 minutes only six people stopped and listened for a minute or two. About 20 people gave money but continued to walk on without stopping. The man collected a total of $32.

The man in the baseball cap with a violin was Joshua Bell, one of the greatest musicians in the world. There in the train station he flawlessly performed some of the most intricate pieces ever written on a violin worth $3.5 million dollars. Two days prior, Bell had sold out a theater in Boston where seats averaged $100 each.

This social experiment was organized by the Washington Post to examine perception, taste and priorities.

We’ll let you draw your own conclusions.

Here’s video of Joshua’s experiment/performance.

By the way, Bell has just today released a new album, At Home with Friends, with guests including Sting and Dave Grusin. But don’t wait for those guys to show up at the train station.

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