Interview with Ashtray Electric lead singer, Andre Pienaar

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.