Watch City Management Plan by Emily Bickford

Watch City Management Plan Management: Emily Bickford & Kristine Medriano

Table of Contents

Executive Summary

Introduction

Mission Statement

Vision Statement

Industry Overview

Group Bio, History, and Functions

6-9

Key Players

Audience

Graphics and Branding

Recording Project

Pre-Release Promotions

Merchandise

One-Sheet/EPK

CD Release Party

Booking and Touring Plans

16-17

Media Strategy

Fan Base Development

Web Site/Technology

Distribution/Retail Strategy

Special Events

Video Production

Partnership with Other Artists

SWOT Analysis

Goals

Financial

Conclusions

Appendix

25-36

Executive Summary

This plan is a proposed business plan for the group Watch City. Watch City is a hip-hop collective from Elgin, IL; made up of 7 different artists, specializing in rapping, MC-ing, DJ-ing, B-Boying, and performance art. Watch City is all about giving entirely unique performances and staying true to their roots; both musically and geographically.

-Conducted audience/demographic research -Updated Facebook, Twitter, Instagram, and Soundcloud profiles -Wrote official group bio and individual member bios

Booking Manager Kristine Medriano was first drawn to Watch City for these reasons, after watching them perform in their shared hometown of Elgin, IL. Management then met with Andrew Moore, group member and previous manager, and realized that there was absolutely no organization to the Watch City collective. Management saw an opportunity to help a upan-coming band put together a business structure and formulate a business plan, in hopes that Watch City could move into the professional music business world.

Throughout the accumulation of this management plan, Management has executing the following for Watch City:

-Designed official logo -Organized finances and set fundraising goals -Booked and directed professional photo shoot -Designed and budgeted merchandising for summer and winter campaigns -Consulted on new project track list and coordinated release of 2 singles and final project -Coordinated Chicago Summer Tour â&#x20AC;&#x2DC;15

-Created professional press materials such as EPK and OneSheet

-Planned Listening Party and Release Party for new project -Consulted on legal Issues

-Formulated Mission and Vision Statements

-Designed promo materials for networking and street team marketing

-Wrote goals

-Gave social media training and planned social media campaign for Summer 2015

-Set up business structure and assigned responsibilities

-Made steps to secure permanent management

Introduction

Artist Mission Statement

Watch City is an independent hip-hop collective out of Chicago, made up of members Aaron Kasz, Angrous Jeffries, Andrew Moore, Dave Stone, Gary Phakosay, Joel Amore, and Kyle Cole. This group was formed in 2010 with the goal of innovating and standing out in a Hip Hop scene they felt was monotonous and dry. All hailing from the same small suburb, the group chose the name Watch City to represent their roots. Watch City blends an old school hip-hop vibe with an up to date perspective, creating a sound that is both nostalgic and undeniably fresh. They work like Wu-Tang Clan, making hip hop and rap songs with the influences of jazz, funk, soul, 90's R&B, and trap music weaved in seamlessly. With 7 very different artists all on the same track, it is a real experiment in hip-hop fusion.

Watch City strive to make modern hip-hop fusion tracks and create unique and engaging live performances.

Watch City have become a super collaborative machine, working not only within the group, but teaming up with other artists on projects consistently for the past 4 years. Their first LP release as Watch City was in 2011, entitled ‘It’s Only A Mixtape’. Watch City have not released a second project but have spent 4 years traveling and performing together as much as they could.

Watch City have performed with Twista, Slick Rick, and Masta Killa of Wu Tang Clan. They have made festival appearances SXSW 2013 and 2014, GuerillaFest 2013, SLUM Fest 2012; as well as toured in 8 different states. They have gained radio play on WHPK Chicago (88.5 FM) and 4 Chicago college radio stations. Watch City have over 15,500 views on Youtube and 1,100 likes on Facebook, and have a new project release in August 2015 and a 2015 Chicago summer tour.

See Appendix A- Introductory Interview Questions

Artist Vision Statement

Watch City aims to create an independent Artist Collective, supporting other artists and being supported themselves entirely on their business income.

Industry Overview

Group History

The music industry as a whole has evolved dramatically over the past 15 years. Gone are the days of CD’s and mix tapes, the two biggest allies to the hip hop artist. We are now age of online streaming services and digital downloads, and the hip-hop industry has been forced to change because of that.

Watch City is an independent hip-hop collective out of Elgin, IL, made up of members Aaron Kasz, Angrous Jeffries, Andrew Moore, Dave Stone, Gary Phakosay, Joel Amore, and Kyle Cole. This group was formed in 2010 with the goal of innovating and standing out in a Hip Hop scene they felt was monotonous and dry. All hailing from the same Chicago suburb, the group chose the name Watch City to represent their roots. Their hometown of Elgin was largest manufacturer of fine watch in the United States in the early 1900’s, hence the namesake Watch City.

Since its inception in the late 70ʼs in New York City, the root of hip-hop has resided in lyrical expression over unique beats and samples. Today thanks to computer software like Pro Tools, Abelton, and Logic in addition to advanced home microphone technology, hip-hop beats and tracks can be produced on virtually any laptop and lyrics can be recorded almost anywhere. While this makes access into the medium very easy, it also creates arguably the most over saturated genre in the current music industry.

With the death of CD’s, distribution is done almost entirely online for up and coming hip-hop artists. Many successful hip-hop artists today started by giving away free downloads of their mixtapes, largely due to the use of unlicensed samples used in their songs, that would be costly and time consuming to gain licenses to. For this reason, Watch City’s new mixtape will be available for free download and their marketing will focus heavily on building a strong fanbase in Chicago to get more bookings and increase ticket revenue.

Their first LP release as Watch City was in 2011, entitled ‘It’s Only A Mixtape’. They have not released another official mixtape, bu theyt did a “12 Days of Christmas” project in 2012 and have dropped over 20 single tracks over the last 2 years.

Watch City have a vast performance history playing festivals, tours and single shows as both a headlining and supporting act. Some of their most notable performances have been: - Festival appearances in Austin, TX (SXSW 2013 and 2014), Kansas City, MO (GuerillaFest 2013), . Louis, MO (SLUM Fest 2012), and Chicago, IL (Waffle Fest, 3 appearances) -Tours with GLC, Jeru Tha Damaja and Mic One -Performances with Twista, Talib Kweli, Slick Rick, PMD (EPMD), MC Eiht, Spice1, Mac Lethal, Masta Killa (Wu Tang Clan), AK (Do or Die), Add-2, ShowYouSuck, Pugs Atomz, Pawz One, and countless others. -Chicagoland performances at Subterranean, Abbey Pub, Underground Wonder Bar, Tonic Room, Durty Nellies. -Tour dates in Austin, TX, Phoenix, AZ, Kansas City, MO, St. Louis, MO, Ames, IA, Lexington, KY, Milwaukee, WI, Kalamazoo, MI and Chicago, IL. -Spots on WHPK Chicago (88.5 FM), UIC Radio, Depaul Radio, Chicago State University Radio, and Quennect 4 Radio. -Appearances on Doughboy Television and Urban Grind TV.

Group BIo

Watch City blends an old school hip-hop vibe with an up to date perspective, creating a sound that is both nostalgic and undeniably fresh. They work like Wu-Tang Clan, making hip hop and rap songs with the influences of jazz, funk, soul, 90's R&B, and trap music weaved in seamlessly. With 7 very different artists all on the same track, it is a real experiment in hip-hop fusion.

The Watch City live experience is certainly a unique and engaging one. They use solid rap tracks with strong lyrics as a foundation for their live performances; however they also used deejaying, b-boying, graffiti writing, and live art viewing as tools to really engage the audience in a variety of ways. The group has performed in many beat battles, written battles, and graffiti battles as well, so improvisation and offthe-cuff creativity is something you can expect from every Watch City show.

Group Members and Functions Andrew Moore- ‘Moore’ Andrew (24) is one of the founding members of WC, and is one of the groups 5 emcee/rappers. He does a lot of the songwriting, and acts as the group leader in most circumstances. Andrew plays drums as well, and likes to infuse live drums into as many shows as he can. Andrew is a veteran performer, performing over 100 times with Watch City and as a standalone artist. Andrew ‘s musical influences are Lupe, Fiasco, Dave Matthews Band, Radiohead, Kanye West, Common, and Notorious BIG.

Aaron Kasz- ‘Kasz’

Musical Influences of the Watch City crew include: ATCQ, De La Soul, Atmosphere, Wu Tang Clan, and Outkast, but the boys say they like to take a little something from every artist they have ever performed with. “It not only makes us better, taking lessons from the artists we love and support, but it also makes us unique. If you listen to a Watch City track, you might hear 10 different little pieces that remind you of artists that have come before and are still out killing it today.”

Watch City are evolving with every track they make and every show they play, which has proven a winning method for most artists that have been successful in the entire scope of musical history.

Aaron (36) is Watch City’s resident producer, mixer, and main deejay, He first started mixing in 1995 , teaching himself how to record and produce beats in his basement. In 2013 he was introduced to Watch City through a friend and offer to let the record in his home studio, and was inspired by their old school hip hop roots. He joined the group soon after and does all recording for Watch City presently. He still helps other artists in his free time, providing a great networking resource for Watch City.

Group Members and Functions Angrous Jeffries

Kyle Cole

Angrous (23) is one of Watch City;s emcee/rappers, as well as a contributing songwriter on most Watch City tracks. He also produces under the name ‘DXVXNX PXWRZ’. Angrous is perhaps the most motivated of the Watch City crew, spending almost all of his time work on and in his craft. He was one of the winners of the Beats “Making Beats Count” contest in 2013 for a solo project. Angrous’ musical influences include: Notorious BIG, Homeboy Sandman, MF Doom, J Dilla, Blu, Nas, 9th Wonder, and Madlib.

Kyle (24) is Watch City’s renaissance man. His passion and talent in poetry, visual art, and skate, as well as rapping and performing, set him apart from the rest of the crew. He is also the most eccentric performer of the group, as he wears a self-made, giant, abstract head cast while on stage. Kyle will often make accompanying art pieces for a show, especially the gallery shows Watch City are familiar with.

Gary Phakosay- ‘Young Sleepless’ Gary (22) is one of the founding members of Watch City, and is both a songwriter and emcee/rapper. Gary began rapping in 2012 and is heavily influenced by the golden era true school style of hip hop. Gary also draws from modern day performers for his live persona, however his focus is on natural, unforced, and honest hip hop music.

Joel Feliciano- ‘DJ Amore’ Joel (22) plays the role of Watch City’s hype man. Joel has been performing for over 9 years in music, dance, and art. Joel was the founding deejay for Watch City , and now shares that role with Kasz. Durung the shows, Joel with go from deejaying, to breakdancing, to graffiti writing, and back again in the length of a show. Joel gets the crowd going and keeps the energy buzzing until the final beat.

Group Members and Functions

Other Key Players Dave Stone

Emily Bickford- Business Manager

Dave (26) was one of the first to ever think of making Watch City a reality. He loved the idea of a hip-hop “supergroup” but one that could share in representing their roots. He has done songwriting, rapping, beat making, and producing for Watch City over the years, but has resigned to the first two since the group has more fully evolved. Dave is set apart from the group by his demeanor on stage. He is very relaxed and sarcastic, but when it comes to his rhymes he attacks with a ‘take-no-prisoners’ approach. Dave’s musical influences range from Kendrick Lamar and Tupac, to Michael Jackson, the Beatles, and Nirvana.

Miss Emily Bickford is a talent manager and business consultant from Chicago, IL; working in the fields of music, theatre, acting, voiceover, and modeling. Her professional history consists of management, booking, and production experience in the live entertainment arena. She has worked for Covenant College Improv Team 'Laugh Track' as a team manager and a live show producer. She worked as a live production volunteer at venues for 7 years; working with speakers, musicians, and comedians as well as coordinating other volunteers and backstage crew. Emily is a student at Columbia College Chicago, majoring in Advanced Management with concentrations in Music Business, Live and Performing Arts, and International Arts Management. She is proficient in Microsoft Office and has some experience working with ProTools, Photoshop, and FinalCut. For management inquiries, contact Emily at: emilykaroline19@gmail.com or call 224-465-8536. Kristine Medriano- Booking Manager Kristine Medriano is an active musician, talent advisor, curator and visual artist based in Elgin, IL. In winter of 2013, she earned her Associates in Arts and a Certificate in Music Production at Elgin Community College. She also completed an internship at local Elgin gallery, Side Street Studio Arts, where she worked heavily with live sound, venue management and curation. Medriano is currently pursuing her B.A. in Business and Entrepreneurship with a concentration in Live and Performing Arts at Columbia College Chicago and is working as Assistant Production Manager at Side Street Studio Arts. More recently, Medriano has been working along side Core Project Chicago’s founder Erin Rehberg as Curator for Going Dutch 2015 – a celebration of women in arts and media – and is in the works of developing an independent talent management company through Columbia College Chicago’s Talent Agency Practium course. Medriano is currently managing Columbia College Chicago Jazz/Funk/Pop fusion band, Minds of Atlantis, and Elgin based Hip-Hop collective, Watch City. For management or booking inquiries, please contact Medriano at kristine27m@gmail.com or 630518-2848. See Appendix B- Business Cards

Audience

Watch City’s current audience is a predominant mix of white/Caucasian, Latino Americans, black/African America, and Asian Americans. It is predominantly male aging between 16-30 from low to middle class families. Their audience lifestyles vary from b-boys, skater, party-hard to tough/cool individuals that descend from positive lifestyles (not associated with gang activity). The bulk of their audience resides in the northwest suburbs out of Chicago. Due to the age of this audience, this audience is very Internet savvy using resources such as Spotify, SoundCloud, iTunes, Pandora and Bandcamp as mediums to engage music. As part of Hip-Hop culture, the releasing of free music and mixtape downloads is very common and effective in increasing listening numbers. Though there is a lack a purchase of music, this heightens the incentive of buying Watch City merchandise such as beanies, shirts, stickers/buttons, etc. which is more cost effective towards Watch City’s revenue. Watch City strongly utilizes social media such as Facebook, Twitter, Instragram and YouTube as well as SoundCloud to communicate with their audience.

Other results from survey serves as a platform for targeting new audiences. Much of Watch City’s followers are out in the suburbs (67%). We plan to raise the percentage 33% of Chicago followers by planning and organizing a summer tour within Chicago with heavy promotion strategies via fliers/posters and social media. Our survey also shows that about 43% of followers go out to gigs/shows at least twice a month. This can insure that there will be at least a small core following for multiple dates during the summer tour.

Further results from the survey show that about 52% of Watch City followers attend Lollapalooza, 33% Pitchfork, and 28% college shows. These will be core locations for Watch City’s street team to pass out fliers, stickers and/or buttons to generate awareness of Watch City, their tour and mix tape release.

According to Facebook “Insights”, Watch City’s core demographic are 54% males ranging from ages 18-24 (28%) to 25-34 (28%).

To further our research on Watch City’s demographic, management set up a 10 question online survey via Google Docs. We received about 30 submissions. Our results matched the Facebook “Insights” resulting in male (73%) to female (27%) predominantly between the ages of 21-25 (55%). The highest to lowest results of race and ethnicity were 33% White/Caucasian, 27% Latino American, 23% black/African American and 26% pacific islander/Asian American.

The final results from the survey helps determine how to market, promote and distribute the mix tape upon its release in August. 43% of followers do not purchase music while 33% prefer purchasing a digital download online. We have ruled out selling physical copies of the mix tape. The mix tape will also be available for donation base or free download via Watch City’s website which will launch with the release of the mix tape.

See Appendix C- Audience Survey

Graphics and Branding

This section will be focusing on the logo and branding of Watch City. Before management Watch City did not have a designated logo for the purposes of branding and merchandising. Watch City has used a number of images and graffiti work in place of a logo in the past. We looked into a collection of previous fliers and artwork produced for Watch City and we resulted with the following simple text logo designed by Lucia Espinoza to create a professionalism within the Watch City collective. Espinoza is currently in the works of creating mock-ups for other potential t-shirt and sticker designs.

The vertical ‘WATCH CITY’ text logo will be featured as a tagline for any merchandise products produced for Watch City such as T-shirts, beanies, stickers and buttons. This logo will also appear on any new individual released song thumbnails as well as social media profile images and thumbnails. The second horizontal ‘WATCH CITY’ text logo will be utilized for social media banner images as well as album release images.

The purpose of this text font is to reflect the lyrical and instrumental content produced within the Watch City collective. Watch City believes in branding themselves as a professional project and to stray from any negative stereotypes of the HipHop/Rap culture while capturing the grass roots of traditional Hip-Hop; b-boying, graphic writing, emceeing, sampling culture, etc. With their innovative mixture of Modern and Golden Age Hip-Hop, Watch City represents positive, party-like content as well progressive political content. This serves as their foundation to create a strong community out of their fan base.

Recording Project

The recording process is key to the success of any artist or group. There are usually many moving parts involved in the making of a project, including producers, songwriters, musicians, engineers and technicians.

Watch City, due to low initial capital, decided to create their new project entirely in house. Member Aaron Kasz has a fully functioning studio in his residence, complete with a ASR10, MPC2000XL, FL Studio software and a midi MPC. Aaron is the main producer and engineer for all tracks, but Angrous and Dave have contributed to the production of this project as well.

Watch City plan a 12 song mixtape, with 2 singles. The first single, â&#x20AC;&#x153;Rock the Cradleâ&#x20AC;? was previewed on Facebook and Soundcloud on March 23. The second single, will be dropped on Twitter on May 23, in an effort to bring more traffic to the groups Twitter page. The final project will be available for download/donation on Bandcamp and Soundcloud on August 13, coinciding with the Mixtape Release Party the previous night.

Moving forward, management has advised Watch City to move future project recordings to a professional studio, as well as consult with outside producers and engineers. Management has encouraged Watch City to use outside music professionals in the making of their future projects, as it not only gives them a professional advantage, but also allows them to make a more high quality product.

Pre- Release Promotion

Currently management and Watch City are looking to start a social media campaign for mixtape release on May 11, with weekly post reach/interaction goals for the three months prior to new project release. This campaign with take place on Instagram, Twitter, and Facebook. Management have selected a group member to be responsible for the posting and maintenance of each of these three outlets, as well as given specific training to each on what kinds of posts and planning will be necessary for their medium. The second pre-promotional activity that management has planned is the shows leading up to the mixtape release party August 11. The whole summer tour was planned as a promotional activity to garter more Chicago fans for Watch City and create a buzz about their new project. Finally, management plans to get a street team together and passout promotional cards and stickers before and after the 3 main festivals this summer: Lollapalooza, Pitchfork, and Spring Awakening. Street team will be made up of band members, as well as lead fans and close friends of the group.

Merchandise Previously, Watch City has sold 60 T-shirts at $23 each, breaking even on their merchandise spending. During the summer tour, management plans to sell redesigned apparel at a similar pricepoint ($20-$25) and only hope to breakeven on apparel investments. {CustomInk} Management has also done the mock ups and budgeting for Watch City beanies, which would be a great winter item. Beanies can be priced at $15 and will cost $10.12 to produce at 100 units per shipment. {Customink} Additionally, Management has researched other low price merchandise options. These options can be used not only from promotional activities and give-away, but can be sold easily above unit price and can turn a merchandise profit for Watch City. These options are: -Printing 250 Watch City logo stickers at 21.50 ($.86 each) and will sell at 2.00 at concerts and on website as well. {Stickerguy} -Koozies sold as a seasonal item over the summer tour dates and online. Order 100 units at $1.80 each and sell at $5. {Customink} -Order 100 custom buttons at $.37 each and sell for a $1 at tour dates. {Pure Buttons}

See Appendix D- Merch Quotes

One Sheet/EPK

Previous to Management, Watch City did not possess any professional press materials. Management made it a top priority to create these materials for Watch City, in order to set them up with bookings and other professional appearances.

Management chose Sonicbids as an EPK hosting site and created an electronic one-sheet for Watch City. Watch City plan to use Sonicbids, as well as the OneSheet, for all future press and booking information.

COMING SOON! LP release and Chicago tour in summer 2015. Watch City is a independent Hip Hop Collective who's blend of true school with

WATCHCITY Kasz/Kyle Cole/Moore/Angrous/Young Sleepless/DJ Amore/Dave Stone

Watch City is a 7-piece Hip-Hop Collective out of Chicago. Formed in 2010, -----------------------------------------------------PO PULAR TRACKS their mission was to be innovative and stand out in the Hip-Hop scene. Watch Rock the Cradle (2:54) City blends modern and golden age hip-hop, creating a sound that is both nostalgic and undeniably fresh. As a unit they have become a collaborative machine, working not only within the group, but teaming up with various artists on projects consistently for the past 4 years. Their first LP was released in 2011, entitled ‘It’s Only A Mixtape’. Since this release, Watch City have kept their expectations high with rigorous performances including: •

Performances with Twista (sold out @ Durty Nellie’s), Slick

Trippin’ (5:46)

Rick, Masta Killa and more. •

Festival appearances: SXSW 2013 and 2014, GuerillaFest 2013, SLUM Fest 2012, and Waffle Fest, 3 appearances.

•

Week long tours with GLC, J eru Tha Damaja and Mic One

•

Chicagoland performances at Subterranean, Abbey Pub, Underground Wonder Bar, Tonic Room, Durty Nellies.

•

Toured in 8 different states.

1,100+ Facebook Likes | 15,000+ YouTube views 300+ Twitter Followers | 400+ Instagram Followers

------------------------------------------------------

UPCO M IN G SHO W S 6/ 12 – Jerry’s, Chicago, IL 6/ 16 – The Ab bey, Chicago, IL 7/ 11 - Subterranean, Chicag o, IL ------------------------------------------------------

BO O KIN G Kristine Medriano 630-518-2848 watchcitybooking@gmail.com

M AN AG EM EN T Emily Bickford 224-465-8536 watchcitymgmt@gmail.com

" Once I saw their energetic live show, I was instantly hooked. T heir sound is classic, but relevant in the modern scene. T hey're easily one of my favorite groups of the newer generation of Hip Hop”. -Mic One, international emcee/industry veteran

CD Release Party

This section will discuss the upcoming plans for Watch City’s mix tape pre-release listening party and mix tape release party/show. Watch City and management have decided that it would be best to host separately a pre-listening and release party to generate hype with the upcoming release due for August.

Late July / early August – Listening Party

Early August – LP Release Show

elee.mosynary gallery 645 W 18th St

Reggies Rock Club or

The Abbey Pub

2105 S State St

3420 W Grace St

Chicago, IL

WHY – elee.monsynary gallery

Chicago, IL

Kyle Cole of Watch City has a close relationship with the owner of this gallery located in Pilsen Chicago’s Art District. Elee.monsynary gallery is a relatively new business and has held an amount of visual art exhibitions, live shows, parties, special events and outreach programs for the art district community in Chicago. Watch City takes pride from community-base, outreach, and up and coming establishments. This pre LP release Listening Party will serve as a showcase of artistic talent endeavors of the collective and it’s community of artists that have aided in Watch City’s visual content. This will feature a montage/exhibit of visual work created by and for the Chicago Hip-Hop community in correspondence with the gallery’s CHA (Chicago Hip-Hop Archive). This pre-party will feature a full listen to Watch City’s upcoming release.

WHY - Reggie’s Rock Club

As part as Watch City’s Chicago citywide summer tour.

WHY – The Abbey Pub

Promotion and Merchandise:

The Abbey Pub is known for featuring a strong hip-hop scene to Chicago as well as large variety of other genres. Notable artists such as Twista and Ghostface Killah to Diplo and Bassnectar to Mumford and Sons and Andrew Bird have all performed on the main stage. The Abbey Pub is an advocate for supporting local and upcoming artists. The Abbey Pub is a 21+ venue with a capacity of 550 for main stage and 250 for the Green Room Pub.

Watch City merchandise bundles will be available for sale. Free Watch City stickers/buttons for social media “like/follows” Attendees who show that they are following Watch City social media will be given stickers/buttons. Discounted ticket pre-sale for LP Release Show “HYPE-to-win” Consumers/Attendees will be given the opportunity to engage in an Instagram “HYPE”. They are able to win tickets, physical copy of LP (once released), merchandise bundle. All ages. FREE and open to the public. Festivities include: Giveaways Freestyle rap battle Instagram/Twitter “HYPE-to-Win” merchandise bundle Full length listen to upcoming release

The location of Reggie’s Rock Club is accessible for in and out of city commuters located right off South State Street near 290 and near both Red and Green Chicago transit trains. Reggie’s features an array of genres from rock, jazz, electronica and hiphop. Reggie’s is also an advocate for featuring local and upcoming artists. Reggie’s Rock Club features all age shows for the Rock Club at a capacity of 400 and 21+ shows for the Music Joint at a capacity of 110.

Admission: $10 Line-up: TBA Promotion In preparation to this LP release, Watch City will be touring the city of Chicago from June to July performing at a variety of small to large venues as support acts. This is to broaden their demographic and expand their fan base. At each show part of this tour, Watch City will engage in a “HYPE” activity where the audience will be prompted to like or follow, post or tag them via social media. After the their performance, audience members are invited to visit the members at the merchandise table to show then receive free stickers or buttons for hype. In addition to live performances, Watch City is working to be featured on Chicago college radio stations: University of Chicago, DePaul University, Columbia College, and Northeastern Illinois University. Physical copies of LP will be available for FREE for the first 30 in the door. QR code download cards of the LP will be available for FREE at the venue as well.

Booking/Touring Plans

For the upcoming summer of 2015, Watch City will be preparing for a citywide tour of Chicago. Within the months of early June to the early August, Watch City will be playing a variety of small to large to DIY venues in various locations of Chicago. The purpose for performing at various venues allows Watch City to generate a variety of followers within Chicago areas. As booking manager for Watch City, we’ve decided that there will be 6-10 performance dates prior to the LP release for early August to build momentum for the upcoming mix tape release. We have contacted The Abbey, Reggie’s Rock Club and The Bottom Lounge and have received follow up from the talent buyer of The Abbey for a potential gig on June 16th. We are focusing on those specific venues for two reasons: 1) Watch City has yet to book for main stage at these venues and 2) these venues are advocates for local artists and are amongst the most thriving venues in Chicago. PAST BOOKINGS Before management, as of recent, Watch City booked a number of successful shows in local venues such as Cairo Ale House, Prairie Rock Brewery, Penny Road Pub, Side Street Studio Arts and the Gasthaus as well as small local festivals such as Wafflefest. Watch City’s most recent Chicago show was held at the Subterranean’s Downstairs early April of 2015. It was near capacity show (175 capacity) with tickets at $5. Watch City drew about 20 fans in the city.

See Appendix E- Booking Log, Previous Bookings, Letter to Talent Buyer and Proof of Booking

RECENT BOOKINGS Watch City’s booking management, Medriano, has booked Watch City as a special guest for SamIam-theMc’s Album Release show scheduled for June 12 at Jerry’s in Wicker Park, Chicago. We have negotiated that Watch City will be paid for travel expenses from Elgin to Chicago and will be allowed to promote and sell Watch City merchandise. As for stage time, Watch City will be making guest appearances during the headlining slot with SamIam-the-Mc featuring 2 collaboration songs with SamIam and 2 Watch City originals. We will also take this show as an opportunity to heavily promote the upcoming June 16th show at The Abbey. With the first grouping of booking emails, The Abbey’s talent buyer, Leif Janzen, has followed up with a headlining show for main stage for June 16th. We are currently arranging a compensation plan for Watch City and the potential support acts such a Melo. More information to be announced. ISSUES WITH BOOKING Only a few issues have risen from the booking process. Booking without a license leaves me to make final decisions on shows with Watch City member Andrew Moore. Finding the proper venues and talent buyer contact information has given me the opportunity to lead into extensive research for various venues, their typical night, rooms offered, capacity, follow up time and common genres for each venue. Another issue that has risen was the lack of communication for booking a show at The Abbey through a non-talent buyer contact that ended up losing the date. The date of that show would have been set for June 19t, main stage with Watch City headlining. I have yet to receive any notification or follow up from Reggie’s Rock Club and the Bottom Lounge.

Booking/Touring Plans Watch City Show Dates: April 26 – Gasthaus - Elgin, IL | Waffle Fest Elgin **Not part of summer tour June 12 – Jerry’s – Chicago, IL

| SamIam The-Mc Album Release

**Special guest appearance for SamIam June 16 – (pending) The Abbey – Chicago, IL | Watch City **headlining July 7 – The Subterranean (SubT Lounge) – Chicago, IL|Ope Mic Hip Hop **Promotion for July 11 July 11 – The Subterranean (Main stage) – Chicago, IL **Headlining August 22 – TBA – Chicago, IL | Waffle Fest Chicago Soon to be contacted: Hostel Earphoria – Chicago, IL Small DIY venue located in Logan Square. This venue welcomes all genres from Indie, Folk, Rock, Electronica, Hip-Hop and more. Hostel Earphoria offers a unique and intimate performance taking that the venue if a residential home. Schubas – Chicago, IL A must play venue for up and coming artists located in Lakeview. Schubas has been a stepping stone for big name artists such as Wilco. Young Camelot – Chicago, IL Large DIY venue located between Logan Square and Wicker Park for the use of local artists. These venue feature large parties and shows with an array of genres.

Media Strategy

Fan Base Development

RADIO

This media strategy section will focus on marketing and promoting Watch City’s tour and upcoming mix tape release. Before management, Watch City has had some history of local or small radio station play and interviews. They have a personal contact, Joaquin Vasquez, on board University of Chicago’s Radio (UIC Radio) and have utilized that station for both Watch City and solo projects. After researching different media strategies, management has compiled a list of radio and special interests blogs to utilize for marketing and promoting Watch City’s upcoming tour and release.

Watch Cityʼs fan base development is focused largely on social media and a positive online presence. Management decided that for a hip hop group specifically, Watch City falls into a genre where the industry lives almost entirely the Internet.

RADIO Watch City will be utilizing Chicago college radio stations to promote their upcoming tour dates and LP release as well as push for airplay for their newest single “Rock the Cradle”.

Past Radio Experience WHPK Chicago (88.5 FM) UIC Radio (www.uicradio.org) Depaul Radio (radio.depaul.edu)

Twitter will be updated daily starting May 11 to create a personal connection with fans and to keep Watch City current on the web.

Facebook will be updated every other day, and will serve mainly as a platform to link to the bands other sites and profiles, as well as utilize analytics to boost post reach for their summer campaign.

Chicago State University Radio ( http://www.iheart.com/live/WCSU-Chicago-State-University-6067/) Quennect 4 Radio (www.que4.org/radio) PRESS/BLOGS Management decided that it would be beneficial to begin working with blogs and special interests sites for Hip-hop and RnB based in Chicago. The Internet has everyone’s attention in this day of age and would be beneficial for Watch City to really dig into making a presence online outside of Facebook, Twitter and Instagram. Utilizing special interest sites will also filter out to our core demographic of Internet savvy users. We are currently creating a press kit featuring a short promo video, a link or download of Watch City’s single “Rock the Cradle” and press material such as an informal press release, photos and a Watch City biography for the summer tour and release.

See Appendix F- Radio/Blog Lists

Instagram will be updated at least once a week with photos of band members and works in progress. There will be 3 fan engagement campaigns run on Instagram each month leading up to release, with the purpose of creating fan generated content and using ‘reposting’ to boost engagement. One promo pic will be posted weekly when mixtape artwork has been developed to create awareness and buzz.

Management also plans to eventually use a street team before and after the 3 large summer festival to boost fan count specifically in the city of Chicago.

Website/ Technology Previous to management, Watch City used Facebook and Soundcloud to post their music and connect to fans. Management felt that utilizing Twitter, Instagram, and Youtube; as well as creating professional online press materials, were pivotal to Watch Cityâ&#x20AC;&#x2122;s growth and success as a professional music group.

Web Links Watch City FB page - https://www.facebook.com/WatchCity

Twitter page- https://twitter.com/WatchCity847?lang=en

Soundcloud- https://soundcloud.com/watchcity

Watch City are currently using Sonicbids as an EPK used for industry professionals and booking, and have a general website being created for ecommerce and general public interaction. They plan to use the website to build ther fanbase by having music streaming available on the website, as well as a newsletter service that informs fans about band news and events.

Youtube- https://www.youtube.com/user/WatchCity847

Instagram- https://instagram.com/watch_city/

Bandcamp- http://moore.bandcamp.com/

Management believe that the main audience demographic (16-35) that we need to reach will be better served by a website that integrates social media/and a listening platform. Talent buyers wont necessarily be directed to this website but having a professional site I think will add to the EPK and business profile of Watch City.

Sonicbids- http://www.sonicbids.com/band/watchcity/

Distribution/Retail Strategy There will also be an ecommerce platform where band merchandise can be purchased. Angrous Jeffries and Andrew Moore will oversee the ordering, shipment, and sales of all merchandise.

Social Media training was given to band members that will oversee the posting and maintenance of Twitter, Instagram, and Facebook pages.

Music will be available for digital download on Soundcloud and available for download/donation on Bandcamp.

Due to sampling laws and licensing concerns, the new Watch City project will not be available to be sold. Project will be available for free download on Soundcloud and for download/donation on Bandcamp, as well as physically distributed at mixtape release party.

Moving forward, Watch City plan to distribute music as they see they see fit to their market and their consumer. Many artists can function on touring, sponsorship, and merchandise revenue alone and Watch City plan to keep music free as long as it is financially possible.

Special Events

Video Production

Management plans to shoot and cut a live performance reel of summer tour to use as promotional footage for website and EPK.

Watch City is always about working with the community especially in their hometown of Elgin. Watch City has been featured in Elgin festivals such as Waffle Fest, Fringe Festival and Nightmare on Chicago Street. In addition of those performances, some of Watch City’s members have voluntarily held bboying (dance) workshops for young aspiring hip-hop dancers. More recently, Watch City has been offered to start working on outreach/educational programs for the Chicago youth located in south side Chicago similar to Chance the Rapper’s current charitable work with his anti-violence campaign #SaveChicago. Watch City is currently organizing a benefit show in their hometown of Elgin for the friends and family of their recently past friend Anthony “Dimo” Dimiceli. The funds will go to the family and medical research. Date of the benefit show is to be announced for mid July. #DimoStrong - Our mission is to raise awareness for patients of un-diagnosed conditions or diseases.

Watch City have 6 videographers that they have worked with in the past for live footage as well as full production music videos, and will use these contacts for the making of a summer reel as well as the eventual shooting of a music video for the second single off the August mixtape release. Partnerships

Watch City is a collaborative machine in producing mixtapes. Recently featured on a track off of their upcoming LP release is SamIAm, Chicago-based rapper, who has worked and performed with Watch City on multiple occasions. Watch City is also featured on two tracks off SamIAm The-Mc’s upcoming LP release due for June 12 where Watch City will be a special guest along side SamIAm The-Mc’s headlining show at Jerry’s. Sponsors/Investors Before management, Watch City had no history of utilizing a fundraising site such as Kickstarter. We, as management, defined the importance of creating an account to generate funds to use for the following expenses such as travel, merchandising and equipment. Outside of those expenses, the creation of a Kickstarter will fund Watch City’s press and mailing as well as promotional advertisements via Twitter, Instagram, and Facebook. Watch City will create they’re account with the launch of their summer promotional fliers and posters for the upcoming city tour and mix tape release.

SWOT Analysis

Strengths Diversity- ethnically, skill, style Collaboration- within group Sophisticated Product- videos and music Strong Community

Opportunities Ability to invest more time to career Ability to make assets Strong Branding

90% content produced by group thus far Weaknesses Personal Schedules and Commitments A.Moore is too controlling of all business planning Poor Planning and Organization Skills 7 members Attached to DIY methods and homebase (Elgin, IL)

Threats Possiblablity for member(s) to leave in the future Moving into a very competitve local/national market Desire to staying in Elgin/Chicago area may cut off growth

Goals 3 Months

1 Year

-Finish production on mixtape

-Write and record new project in a professional studio

-Decide on 10 – 12 songs for mixtape

-Release second mixtape

-Official photo shoot

-Expand headline touring to outside the Midwest (focus on college campuses and festivals)

-Contact graphic designer to design logo/album artwork -Preview a single in March on Facebook -Organize finances and set up fundraising plan

-Create a product that can be copyright protected and/or sold -Expand Merchandising -Shoot 2 professional level music videos for new project

-Re-vamp Social Media Outlets -Make EPK/Press Materials -Book Chicago summer tour -Book and plan mixtape release party for Early August

3 Years -Write, record, and release all projects without liscensing concerns -Book a national tour -Break the Billboard Hot 100 with single

6 Months

-Find and utilize sponsorship with a national company

-Go on Chicago based summer tour

-Make plans for Watch City Collaborative Corp.

-Release mixtape in Early August -Hold release party

5 Years

-Breakeven on merchandise sales

-Be nominated for Grammy

-Shoot live reel of summer performances

-Collaborate with “legends” in the game

-Create street team marketing materials

-Expand fan base to ensure career longevity

-Distribute materials at 3 major Chicago festivals

-Headline national tour

-Locate long term management

-Secure investment for and break ground on Watch City Collaborative Corp.

Financials

Prior to management, Watch Cityâ&#x20AC;&#x2122;s financials were completely unorganized and were not being utilized to grow their fanbase or their business. Management has complied all current funds in a shared Paypal account that can be accessed by 2 band members that will be in charge of Watch City accounting for the time being. Management have also advised Watch City to pursue creating a business account at a bank in order to manage payments and incoming funds easier. This type of account will be particularly beneficial in the ordering and selling of merchandise.

Management have also set immediate fundraising goals for Watch City, based on budget planning and research they conducted.

In, addition, an expense/write-off sheet for Watch City has been compiled by Management, marking expenses from the last 12 months.

See Appendix F- Expense Sheet

Conclusions

Emily Bickford

This project has taught me many things about this job and myself. The job of being a manager starts and ends at what you are willing to do. I was very surprised at how much explaining, advising, and consulting needs to be done before anything can actually hit the pavement. In our many meetings with our talent, I found myself almost constantly pitching creative ideas for a problem that was presented, or tying together pieces of ideas that our talent had. With such a large group, a lot of what my job entailed was just organizing and unifying all the creativity being bounced around, which is a hard task in and of itself. I have managed large groups of talent before, but only in the theatre world so this experience was completely new for me. There are so many different facets of a music business, and the ability and willingness to oversee them all is what is required of a manager. I would say that after this project, I am less inclined to be a band manager in the future. In the music world, I would be more inclined to be a consultant for artists, as I found the advising role to be my strongest asset to this project. I would say that the experience gained by this project is invaluable. You won’t learn how to be a manager until you do it, so I am very grateful that I had an opportunity to do this project.

Kristine Medriano

As the booking manager of Watch City, I’ve learned that this isn’t an easy job but I understand why it is a profession for some. It takes a lot of time, effort, motivation, ambition and most importantly patience to handle the typical workload of booking and negotiating between artists and venues. It is honestly an art that needs to be practiced daily to insure that the right products, in this case the right bands or artists, are being booked to mutually benefit the artist, their management and the venue. I’ve also learned that I am able to handle the duties of booking and managing an artist and would be willing to give it more practice with the coming years. Booking and managing Watch City was a great experience as well as a challenge for me to help develop my personal practices of professional management. In conclusion to my time with Watch City, I believe that we, as management, had really set forth a new and improved image and brand for the Watch City collective. Before implementing our management practices into this project, Watch City was well versed in their craft but failed to communicate and professionally carry that craft successfully into the Hip-Hop industry. Much of our conflicts and struggles for this project resided in poor communication, a lack of social media presence, a lack of professionalism with their image and the lack of a common goal within the collective. With the combined efforts of our management team, Emily Bickford and I, we invested large amounts of effort, time and research to understand the Hip-Hop industry and its culture to help further direct Watch City’s future goals and plans. With this management plan we propose a professional plan for Watch City to continue or take guidance from once they are settled on permanent management after we relieve of our current services. It truly has been as great opportunity to work with Watch City and experiencing the practices of management and booking.

Appendix A- Preliminary Interview Are they (artist) at the beginner, intermediate or advanced level of their trade (singer, songwriter, producer, etc)? What work will be required to get them ready to market? -Watch City is at an intermediate level in their trade. What is needed is to reinvent their image/career to make them relevant again. They need a website, social media management, complete newest album, release date for their album and reconnect to current fan base. Need a press kit as well.

Do they absolutely love what they do? Are they doing what they do for the love of it or do they want to make a million dollars and live in a mansion on the hill? Either way, can you handle it? -Yes, they want to make it but not to be rich but for the love of music and community. We can handle it.

What market demographic are they trying to reach? 8-12 year olds? 18-32? An ethnic market? What do you perceive their marketing angle to be (i.e. how will you market them to that demographic? Ages 18-35 Suburban, Elgin/Chicago

Do they have any existing deals (management, productions, spec, recording, recordings)? Will any of these deals conflict with or complicate your involvement? Can they legally move forward with you or do you have to buy somebody out, co-manage with somebody else, help get the artist out of an existing contract, etc?

Family oriented Multi-cultured Marketing angle  promote more all age shows/gigs, music content to be family listenable

-No real business ties to any management. They do work with a friend for logos, album work as well as a friend for recording but all are small deals if not volunteered work. They can most definitely move forward legally.

What are their goals? (3 months, 1 year and 5 year) Will you be able to achieve those 3 month goals with them or are you in over your head? Are you on the same page and heading in the same direction regarding their goals?

Do they operate as a company or do they own any other companies (production, publishing, design, etc.)?

Band’s 3 month goals  paid gigs, build up funds, release album, reinvent image

-They act as a company

1 year  tour 5 years  make it a career With the 3 month goals, we are able to offer proper brand management to get Watch City back in the game. We are to concentrate on making them present on social media via Facebook and website. We are most definitely on the same page of reinventing their image and presence while reconnecting them to there current fan base.

Where do they live? City. How often have you agreed to contact each other regarding this project? And how? (in-person, internet, phone) -They are from Elgin, IL. We agreed to mainly contact each other via email and phone with occasional in-person meetings between Elgin and Chicago.

Appendix A cont. 8. No members of Watch City belong to any unions, organizations, associations, or guilds. They have no outstanding contracts. 9. Watch City has no copyrights or trademarks currently or any assets. They have no shared accounts. They also have no debts. 10. STRENGTHS: Diversity- ethnically, skill, style Collaboration- within group Sophisticated Product- videos and music Strong Community 90% Content produced by group thus far

WEAKNESSES: Personal responsibilities Andrew Moore too controlling/invested Poor management/business planning Seven members Attached to DIY methods and homebase 11. Watch City has an extensive list of friends in the business and a number of acts that they have preformed with as an opener, headliner, and co-performers. They don’t have any enemies, but there are some acts and venues that they would prefer to not work with again. 12. One of the current members has serves as a manager when it was needed, but will be stepping down to more of an artistic/creative director for the work. 13. They have released two full LP’s, one a full release with physical product and the other just for digital download. They have been performing for 5 years but haven’t done an official tour. The talent has mentioned wanting to do a more immediate move to the downtown Chicago scene, but are open to national tours in the long run. 14. Watch City has Facebook, Twitter, Instagram, and Youtube accounts with an average following. They have logo and t-shirt designs that are basic. They need a bio and a website, an updated professional logo and merchandising, a revamp of their Facebook and Youtube profile, as well as a critical review of their social media accounts. They also need to hire a photographer for both a studio session and a performance to obtain high quality pictures. 15. Mission Statement: To bring vintage hip-hop to the contemporary stage and encourage the collaborative hip-hop community.

Appendix B- Business Cards

Appendix C- Audience Survey

Appendix C cont.

Appendix D- Merch Quotes

Appendix E- Booking Log

Appendix E- Previous Bookings & Letter to Talent Buyer

Hello _______, My name is Kristine Medriano and I represent hip-hop collective, Watch City – (Opt) Elgin IL. I’m currently organizing a citywide summer tour to build momentum of their upcoming LP release in August. They hold an extensive history of support performances for notable artists such as Slick Rick and Masta Killah (opt. sold out) as well as a sold out performance with Twista at Durty Nellie’s (1,200 capacity). Watch City has a great street team and are very active with their social media presence and promotion. We are looking to book on any available dates in June or July with the following support acts: _____, _____, and _____. Attached is Watch City’s one-sheet and link to music: www.facebook.com/watchcity Thanks for your time and consideration. Best, Kristine Medriano www.facebook.com/watchcity watchcitybooking@gmail.com 630-518-2848

Appendix E- Proof Of Booking

Appendix E cont.

Appendix F- Radio/Blog List

Appendix G- Expense Sheet