As international manager for South African indie rockers, Ashtray Electric, I'm working on a career plan for them and a possible US tour later 2011. To help with my research I called up my old friend Andre Pienaar, the lead singer of Ashtray Electric and asked him a few questions. I thought I'd share some of my industry related questions with you.1. Are there any existing management, booking, recording, publishing, or corporate endorsement or sponsorship agreements in effect? If so what are the terms of these agreements?
Bookings are done by our booking agency Southern Pulse. They take 15% of gross profit for each show.
Our publishing is done by Sheer Publishing. It a pretty standard publishing contract shared with them and is 3 years long.
We are signed to Rhythm Records which has first choice to fund 3 albums. The capital given to record is paid back via album sales and once the debt it clears profits on album sales are split 50/50.
Endorsements with Levi Strauss, Jagermeister,VonZipper and Paul Bothners music store. All give product in return for their logo on our media platforms as well as flyers and posters etc.
2. Explain your professional assets? EX: gear, transportation
We own 3 electric Fender guitars. 1 Fender Bass. A full drum kit with cymbals. One bass amp, one guitar amp. And a couple of pedals between us. A 4 channel mixing desk for drummers in ear monitors.
3. Are you currently a member of a union such as AFM of AFTRA? If not have they considered joining one? Why or Why not?
We are not part of a union bu were are members of SAMRO (South African Music Rights Organisation)
4. Do you own a registered service mark on your name?
As far as I know we have not copywrited the name or anything of the sorts. I just don’t think weve known how or really bothered to do it to be honest.
5. Has your earnings increased over the course of the last several years? To what degree have they increased?
Our income has probably doubled or tripled on the past year.
6. What is your reputation and current image?
We have finally reached what I’d consider the top bracket of bands in the country. Playing all the big festival etc. But through our music we have maintained abit of an underground image…
7. Do you write your own material? If so are you a member of a performing rights society?
All material is origanl and as stated above. We are members of SAMRO.
8. Your past recording experience and track record?
We have recorded and 4 track EP as well as a full length album. We’ve also just gotten out of studio recording a song for South African Feature Film.
9. Your experience as a live performer?
Weve been performing now for 3 years all across the country.
10. What current industry trends might influence your career?
I guess anything and everything could influence our career. But we aren’t following any trends and allowing that to mold our music.
A few months ago while visiting home in South Africa, indie rockers Ashtray Electric made me their international manager. As of now they're in studio working on a follow up album after their very successful debut "Bonjour", but early next year they want to tour the US for the first time. As a manager it's my responsibility to find the best-suited venue for my bands' genre since the venues location and music style will sell my band. In a recent study it was shown that artists make most of their money playing live then actual album sales. So it's even more critical to get the venue right.
The most recent study shows that the music industry generated just over $1 billion in 2008, while the live music scene generated over $1.3 billion. We now have a situation where live has officially taken over recorded. In this day and age where music piracy plays a major role in music sales it’s a band managers job to book as many financially successful shows as possible.
It’s important for bands to realize that their main revenue stream will be live shows and because of that, bands will have to reflect on their live stage performance. Playing on key live is one thing but now bands will have to look at other things like lights, stage props and visuals. Putting these 3 things together in a unique, interesting way will attract more people to your show. Any band/artist can set-up stage with their instruments and play but only a few can master a theatrical performance. If done right, word of mouth will spread about your stage set-up, so now your not just known for your music but a great live theatrical show as well.
A good resource of venues is the Musician's Atlas. (It's also has a lot more information other than venues). They put one out every year, with City by City, State by State listings and contact info.
References:
Russell Simmons
Johnny Cupcakes
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