Artist Management Plan for glittermouse by jeremy Mumenthaler

Table of Contents Executive Summary: Introduction: Management Team:

1 2 3

Mission Statement Vision Statement

Glittermouse:

Mission Statement Vision Statement

Music Industry Overview: Artist Biography: Key Players:

4 5 6

Jay Zdyrski Ashley J Roth Emily Sorlie

The Audience: Graphics and Branding: Recording Project: Press Kit: Additional Merchandise:

8 9 10 12 13

Current Merchandise Future Merchandise

Pre-release Promotions: CD Release Party: Touring Plans:

15 16 17

Future Tour Plans History of Shows

Media Strategy: Fan Base Development: Website/Technology: Distribution/Retail Strategy: Special Events: Partnerships with Other Artists:

20 21 23 25 26 27

Lyon and the Notary I Fight Dragons

Video Production: Timeline for â&#x20AC;&#x153;Wake Up and Dreamâ&#x20AC;?

Songwriting:

Copyrighting Glittermouse The Process of Writing Lyrics

Sponsors:

Icelandic Glacial American Apparel MK Brody Ragstock Chicago Music Exchange

S.W.O.T. Analysis:

Strengths Weaknesses Opportunities Threats

Goals:

39 Six Months One Year Three Years Five Years

Financial: Conclusion: Appendix

41 42

Executive Summary: Glittermouse, the Chicago experimental pop rock sensation has taken the streets of Chicago by storm. This seven piece band consists of such intriguing elements as a synthesized bassist, balloons, bubbles, sampler armed with film scores and alarm clocks, and more obscenities that a drunken pirate. While collaborating together in finding a group to work with, Glittermouse stuck out like a sore thumb to talent manager and coordinator Emily Sorlie and Ashley Roth. Nothing like Glittermouse had been seen by either of them before the project began, so it was destiny that the two groups should come together to create a partnership that would benefit both careers. Ashley Roth and Emily Sorlie together act as a talent coordinator and talent manager in a management company for this Artist Management Plan, and beyond the project deadlines. The two would like to continue working with the band after the plan has been finished as they both see great potential in the band’s upcoming success. Throughout the plan, Ashley and Emily stated not only who the band is, but all the elements that make a band successful. An overview of the current situation in the industry and the band’ genre, an introduction to the management company and band’s mission and vision statements, and all the other key people helping the band out gives a better idea of the who, what, and why of the Artist Management Plan. As a team, Ashley and Emily implemented many elements for the band throughout the process of the Artist Management Plan. Creating and initializing an online survey for fans, creating a logo for the band, make an enhanced version of their press kit, craft new merchandise items, produce an entire tour schedule, finalize their webpage, and personalized photo shoots are a few things that Ashley and Emily implemented for Glittermouse. Together, Ashley and Emily took this opportunity in working with Glittermouse to gain valuable experience and appreciation for the careers that both of them took on, Manager and Agent. Also, they wanted to help further the career of Glittermouse as well by pushing them further into the music scene and the press’s eye. The main goals wished to fulfill from the band were gaining more exposure nationwide for their music and live performances, to finish their first album and go on a tour to support the release of it, gain as many followers as possible, and create a name for themselves in the public eye. Glittermouse has a lot potential for exposure through media outlets, such as through college newspapers and radio, branching off into popular Chicago print media outlets, through social networking tools and mailing lists, and their personal website. Glittermouse is here to stay and to grow further in their career with the Artist Management Plan as their guide along the way.

Introduction: Glittermouse is an experimental, avant-garde, rock band from Chicago, Illinois. Their music is infectiously catchy and boppy without being obnoxious. Their performances are interactive spectacles like no other, including command signs, balloons, alarms clocks, obscenities, and more horseplay than you can imagine. Glittermouse is composed of seven eccentric individuals. They are Michael Koester (guitar/vocals), Jeremy Mumenthaler (bass/sampler), Dave Bock (drums/keys), Rob Vignisson (guitar), Emily Sorlie (vocals/tambourine), Shauna Eng (vocals/keys), and Jon Radtke (synthesized bass). Emily Sorlie and Ashley J Roth worked together as the management team for Glittermouse. They are both students at Columbia College in Chicago and are pursuing a career in the tough, competitive world of the music industry. Their request for this project is to obtain appreciation and experience for the artist management career. In the past 4 months, Emily and Ashley have endured their share of blood, sweat, and tears for the completion of this management plan. They understand the amount of research, time, patience, precision, and persistence it takes to develop an artist more than they ever did before. Together, they created and implemented a plan that will further the bandâ&#x20AC;&#x2122;s career as well as their own. Many of the ideas in this project, if not all, will be put into play for Glittermouse in the years to come. Both Emily and Ashley hope to continue with these efforts after this project is completed.

Management Team: Mission Statement To spread our passion for music with artists and fans by exploiting music we believe is worth exploiting.

Vision Statement To create a launching platform for on-the-rise musicians, by providing professional guidance and services to escalate development and gain exposure in the entertainment industry.

Glittermouse: Mission Statement To be a self-sufficient group that generates a colorful experience for everyone involved by allowing people to open themselves up, be whoever they want to be and feel more comfortable about societal taboos. Glittermouse is all about trying to draw circles around little things that make life better.

Vision Statement To broaden the fan base internationally, create a full-length album, and tour the country, eventually hitting venues overseas.

Music Industry Overview: Over the last 4 years, according to the Recording Industry Association of America (RIAA), the sale of music formats has greatly changed. Downloaded albums have grown from 4.6 million units shipped in 2004 to 56.9 million units shipped in 2008. The physical CD has decreased from 767.0 million units shipped in 2004 to 384.7 million units shipped in 2008, despite its $6.60 drop since 1983. These statistics alone show where the music industry has been headed. However, there has been a rise in LP formats since their lowest dip in 2006 with 0.9 million units shipped. LP units have progressively risen since then, currently sitting at 2.9 million units shipped in 2008. Digital Performance Royalties have shot up in dollar value since their 6.9 million dollar value in 2004 to 81.8 million dollar value in 2008. The subscription based model has remained fairly stagnant since its introduction in 2005 at 1.3 million units shipped. It increased in 2007 to 1.8 million units shipped but saw a 15% decrease in 2008 dropping to 1.6 million units shipped. Since mobile phone developers first introduced music capable phones in 2007, these phones have become widely popular among consumers. Mobile units like ringtones and ring backs have seen a decrease in units shipped since then. Mobile units peaked at 362.0 million in 2007 and fell to 338.4 million in 2008. Digital formats of music videos has seen a 46.7% increase from 14.2 million units shipped in 2007 to 20.8 million units shipped in 2008, whereas physical formats of music videos have shown a 53.6% decrease from its 27.5 million units shipped in 2007 to 12.8 million units shipped in 2008. According to the statistics, digital format shows a promising chance for profit. When regarding who is purchasing what, 2007 RIAA statistics state both male and female consumers are purchasing music from record stores 31.1% of the time, 29.7% is purchased from other stores, only 12% is digital downloading, and 10.9% is bought from the internet. However, 24.8% of purchasers are 45+ years old, 31.1% are between the ages 30 – 44, and the largest portion is the 10 – 29 year olds holding 44.3% of the purchasing. 82.6% of these purchases are full-length CDs and only 11.2% are digital downloads. Of these purchases, rock is the most popular genre at 32.4% and pop music is purchased 10.7% of the time. Glittermouse’s genre is not accurately portrayed in the RIAA statistics; however it is a mix between rock and pop as well as experimental. According to the online dictionary Babylon, experimental music is defined as “avant-garde music, which makes use of unconventional techniques and challenges accepted concepts of what music is.” See Appendix C for graphs. 4

Artist Biography: Glittermouse! “Interactive and non-sensical; boppy without being obnoxious, and infectiously catchy” is how the majority of onlookers describe this out-of-the-box Chicago based band. Composed of members Michael Koester, Jeremy Mumenthaler, Dave Bock, Rob Vignisson, Emily Sorlie, Shauna Eng, and Jon Radtke, Glittermouse is a live spectacle that the local music scene has not been exposed to in a long time. A whirlwind of experimental rock combined with pop and theatrical aspects really gets audience members glued to the catchy tunes. The band consists of a base of two guitars, bass and drums carrying the bulk of the music, but the sound is greatly enhanced by inventive means like a synthesized bassist and a sampler armed with things from films scores to alarm clocks. Taken even further, command signs and balloons are used to keep the crowd involved. Glittermouse began when vocalist and guitarist, Michael Koester, and bassist Jeremy Mumenthaler started a project together in a college dorm room. While an infectiously, annoying alarm clock would go off for hours at a time without being turned off, Michael would lay awake in bed thinking about what would happen if reality ever died. This led Michael to write, “Wake Up and Dream,” Glittermouse’s first song. Through various forms of friendship ties and connections over just a few weeks, Emily and Shauna (vocals), Rob (guitar), Dave (Drums) and Jon (Synthesized Bass) formed what is now Glittermouse. After six months of nonstop shows both in and out of Chicago, they began recording their first demo, Super Tactical Turbo Ultrascope. Songs vary in subject matter from the love affairs of airborne bubbles to hoping that no one discovers the secret to eternal life and are often littered with references to pop culture and literature that make each song more entertaining. Once released, the band created handmade demos that began selling rapidly among fans, which led to the creation of interactive instructional videos ranging from learning how to do the stomp and clap motion featured in the song “Red Balloons” to an Infomercial with “Norm Highrise.” Since then, Glittermouse has donned the stage wearing gas masks, bright yellow pants, and attracting more and more fans to the venues every show. They are currently recording an EP of their more popular hits. Emily gives details, “This EP is going to be including more extreme guitar solos and epic songs that you will want to keep on repeat. Songs such as iiii (pronounced ‘four eyes’) and Real Sugar, both humorous and danceable songs, has people already pre-ordering it!” Right now, Glittermouse is being played on multiple college radio stations and venues, including Radio DePaul, Roosevelt’s WRBC, and The Edge at Bradley University. Winning over hearts isn’t always easy, but Glittermouse seems to know how to do it. Bringing love to each song and playing with energy and dedication, it’s difficult not get swept up in the emotions of the music. 5

Key Players:

Jay Zdyrski Producer/Engineer Jay Z got his start in recording by playing in bands and always being “the guy who happened to have a microphone.” Forced to turn knobs and set levels, he figured he might as well figure out what he was really doing. Jay Z holds a degree in Electrical Engineering from the University of Michigan. During college, he worked as a live sound engineer in the Detroit area. Post college, Jay worked on robotics for General Motors Truck until he realized there was no rock and roll involved. Jay then pursued formal education in the recording arts and landed a sweet gig at Rax Trax. The moral of this Cinderella story is Jay Z loves music, and would love to record your band. In addition, he may enlighten you with his amazing coffee drinking skills. Come down to Rax Trax and pick Zdyrski for your record before he goes broke. Some of Jay Z’s clients include: Jim Green (The Wandering Endorphin), 15 Minutes Late, One Life, Chali 2na (of Jurassic 5), Cameron McGill, Drive, Ice Cube & WestSide Connection, (Jay Z also slept on the couch waiting for the Neptunes to arrive).

Ashley J Roth Agent Within the last 4 years, Ashley J Roth co-created the music production group, 2nd Skin Productions. The group produced and presented live music to the suburbanites of McHenry County. Her role in the group was Head of Marketing, and then later took the reins of Head of Booking. 2nd Skin produced between 5-7 shows consisting of 3-4 band sets, a battle of the bands, and a more intimate, acoustic show. Ashley has coordinated bookings with local bands like Treaty of Paris, The Rikters, Inspektor Owl, Escape from Earth, and Curbside 6

Novelist. Currently, Ashley is a member of GrammyU and worked on their committee and is finishing her bachelors at Columbia College, both of which she has been involved in the production of events. She originally hails from the dinky, middle of nowhere town called Cary, IL. Ashley likes to pass her time with photography, graphic design, playing guitar and video games, farting around on the computer, learning Russian, and mastering the fine art of friendship bracelet-making. Not to mention she can make a mean batch of oatmeal-chocolate chipraisin cookies she likes to call, OatChi-Rays. For booking or more information on Glittermouse, shoot an email to: AshleyJRoth@gmail.com or call: (847) 754-5685

Emily Sorlie Manager For the past 6 years, Emily Sorlie has been an integral part of the music business, focusing on concert and festival production. Beginning with the company, Southern Breeze Entertainment, she worked as a Promoter/Agent. For the period of 6 months, she booked events and rock shows for the local cover band, Cover Me. During that time, Emily coordinated events for local rock band Davenport. Shortly thereafter, produced and presented an all day event that featured sixteen local bands ranging in genres from rock to jazz to acoustic. The event attracted over 100 attendees and gained recognition throughout the community. Many years of experience in concert and festival production have contributed to the production of over 3 events for Columbia College Chicago, including Manifest. She currently sings lead vocals for Chicago experimental rock band Glittermouse, while experimenting with percussion. From the low-key, suburban area of Cary, Illinois, Emily has gained valuable organizational and communication skills, ease in professional situations, efficiently works in a fast-paced environment, is currently learning Swedish, skilled in the art of professional coffee brewing and specialty drinks, and trained in the program Adobe Illustrator. For booking or more captivating information on Glittermouse, send an email to emilysorlie@yahoo.com or phone (847)-899-4922. 7

The Audience: According to our survey conducted online from Zoomerang.com, the majority of Glittermouse fans consist of males and females between the ages of 18 – 23. They are Caucasian, college students who reside in both the suburban and urban areas in the northern region, more specifically, the Midwest. These fans attend around 1 – 3 concerts per month. The bands they see are from major and indie labels. Other music they enjoy includes Muse, The Beatles, Radiohead, Of Montreal, The Bird and the Bee, Coheed and Cambria, Vampire Weekend, Led Zeppelin, American Taxi, State and Madison, The Morning Light, The Phoenix Foundation, among others. Genres they typically prefer are hard/indie/classic rock, punk/ska, experimental, and pop-punk. Free downloading, digital, online retailers, and sharing with friends are the methods chosen for obtaining music. For apparel items, Glittermouse fans shop at Target, the Salvation Army, H&M, Urban Outfitters, Plato’s Closet, American Apparel, Threadless, GAP, Kohl’s, Forever 21, and Ragstock. Glittermouse fans also enjoy spending time seeing movies, visiting museums/art exhibits, watching theatrical productions, attending school-related events, and going to stand-up comedy shows. The majority is very internet savvy and consider themselves extreme Glittermouse fans. When asked what they enjoyed most regarding Glittermouse performances, fans mentioned the band’s energy, audience participation, the music, set designs, balloons, the band’s silliness and interactions between each other on stage, and screaming obscenities with the band. See results for entire survey in Appendix C.

Graphics and Branding: Working with Jeremy Mumenthaler, the bassist of Glittermouse and freelance graphic designer, our management group created a logo for the band to be used for multiple purposes. When Glittermouse was first established as a band, they had not created a prominent picture in peopleâ&#x20AC;&#x2122;s heads to remember them by. Over the past year or so, they have only been recognizable by their music and live performances. But, in order for people to keep remembering their name and who they are, Glittermouse needs something more. Therefore, our management group and Jeremy decided that the bandâ&#x20AC;&#x2122;s name, Glittermouse, is a great and simple way to have people remember them. By using multiple colors to accent the name, it keeps their innovative approach, versatility and interest to the viewer. They use more eclectic graphics for their t-shirt and merchandise designs, but will be using this graphic for any press releases, on all of their websites, interviews, contracts, and other business related matters.

Recording Project: Studio: Transient Sound Key Engineer and Producer: Jay Zydrski Other Session Engineers: Steve Gillis and Vijay Tellus-Nayak About Transient Sound Studio: In spring of 2006, Vijay Tellis-Nayak and Steve Gillis decided to open a studio together. They wanted to have a place that had no limitations and sounded amazing. Vijay and Steve got the keys to the raw space on 4/15/07, and finished the studio within the year. Equipment in the studio includes SSL 4048 EG with TR and VCA automation from Nashville (MASTERFONICS). Transient’s past and current clients include: The Locals, Quietdrive, Glittermouse, The Right Now, Ian Torres Big Band, Dana Hall, Gulliogne, among various other clients with genres ranging from jazz to metal. Guest engineers include: Jay Zydrski, Brian Schwabb, James Harley, and Evan Baake. See Steve Gillis and Vijay Tellis-Nayak bios in Appendix A.

Courtesy of Transient Sound Studio Photo Collection

Jay Z in the Studio, saying “Alright!” Courtesy of Transient Sound Studio Photo Collection

Located at 1500 E. Byron St. #111, Chicago, IL 60607, Transient Sound was the perfect location for Glittermouse to be recorded. With Steve Gillis’ and Vijay Tellis-Nayak’s reputations, along with Jay Zydrski’s recommendation, the band decided that it was a great opportunity to begin recording some new material for an upcoming EP, which will eventually be turned into a full length album. Therefore, Glittermouse got right down to it late November 2008 and is continuing to record in the studio with Jay presently. The expected end date for recording is around late May and early June, and then Jay Z will be sending out the EP to local and national labels that would be interested in the experimental, pop rock genre. While in the studio, Glittermouse has been recording four songs and a bonus KISS “Love Gun” cover that is being completely funded by the engineer himself, because of his immense love for KISS. He had a few stipulations for the project that included picking “Love Gun” and beginning the song with keys. Overall, the process had been going slowly due to the engineer’s enthusiasm for the band’s music and need for a revamp of certain songs presented to Jay Z, but the end product is turning out to be epic. The band will continue to work with Jay Z for future recordings and to finish the full length album, as they have built a relationship with him that is beyond just colleagues. Jay Z is a Key Player on the recording as he is also acting as the producer, for a fraction of the cost. He is enthusiastic to see Glittermouse continue on and gain success in their future endeavors, as well as be apart of them. In creating this EP, Jay Z, Vijay, and Steve all incorporated something musically related into the project. Vijay, being a well-known pianist worldwide, played a few tracks with the band for their song “Please Not Pulsars” and Steve Gillis was a key producer for the song “iiii.” Jay Z requested to play guitar for Glittermouse’s cover of “Love Gun.” The EP will cover Glittermouse songs: Red Balloons completely revamped from the original recording, iiii, Please Not Pulsars, and Big Bent. See Jay Z’s bio in Key Players. Find Lyrics for Red Balloons in Songwriting and Big Bent and Wake Up and Dream Lyrics in Appendix E.

Press Kit: The press kit is comprised solely of the one page bio matched with a four song demo. Eventually, the press kit will be featured on the bandâ&#x20AC;&#x2122;s website as a downloadable feature for industry folks. The one-page bio was used as a press kit and sent to venues and other media outlets for booking. See Appendix G for One-Page Bio.

Additional Merchandise: Glittermouse fans have spokenâ&#x20AC;Śthey want more! In the next couple of months the band will be introducing new merchandise items such as Tote Bags, screen-printed by the band; Stickers designed by Jeremy Mumenthaler, Glittermouseâ&#x20AC;&#x2122;s bassist, not to mention, a new t-shirt design will be introduced to the public. As far as the full-length album is concerned, more funding will be needed in order to complete our recordings. Jay Zydrski, their current Producer/Engineer (See Other Key Players for bio), is currently pitching their EP to local and national record labels to help with the process. Not too far after the recording is finished, Glittermouse will be looking to take on the roads for a tour, referred to in the Touring Plan. In the meantime, Glittermouse is writing and arranging new songs to be placed on the full-length album.

Current Merchandise

Fuck Yeah! T-shirt $10.00

Buttons $1.00

Swing T-shirt $10.00

Fuck Yeah! Poster $1.00

Future Merchandise

Additional T-Shirt Design $10.00

Stickers $1.00

Tote Bags $10.00

Glittermouse Full-Length Album $ TBA once completed

Glittermouse estimates the costs of making their merchandise out to being approximately $195 due to screen printing supplies, thrift store t-shirts, and buttons. With a total of 30 t-shirts currently, 100 buttons and 80 posters the total revenue would come to $480. Therefore, expected profit comes out to be $285. Glittermouse is not about ripping off their fans, so occasionally they will give away a t-shirt, button here and there, and a poster with a t-shirt purchase. So, these calculations are a bit skewed, but fairly accurate to what the band makes. As far as the future merchandise goes, a lot more revenue is bound to start streaming in once the items are implemented. To begin, 30 Tote Bags will be made and 20 additional t-shirts will be created, making the potential revenue stream at $980. This also brings the potential profit to $615. The profits will help fund new merchandise items and add to the quality of current merchandise.

Pre-release Promotions: The Super Tactical Turbo Ultrascope Demo has been well received by fans, but now fans are looking to get more out of the band. For the moment, Glittermouse is handing out their demo to the public free of charge, to get their music out into the world. Since November 2008, the band has been recording four songs at Transient Sound Studio with Jay Zydrski that fans have been fervently requesting to listen to. Once this demo is finished in late May 2009, Glittermouse is looking out for local and national labels to front the rest of their album. In the meantime, members of the band are collecting names and information for the impending release of their full length album. There are other means by which the pre-release is being promoted such as online and through broadcast media. College Radio is the best avenue for their target market; young, creative, rambunctious, and outspoken individuals. Stations already playing and promoting Glittermouse’s music and events include: WRBC: The Blaze at Roosevelt University DePaul Radio’s Quite Simply, The Rock Show SWIM Radio Podcast, also has asked Glittermouse to interview with them in the upcoming months As soon as the full-length album is finished, press releases will be sent out to Chicago college newspapers, including but not limited to: Roosevelt University, The Torch; DePaul University, The DePaulia; Columbia College Chicago, Columbia Chronicle; and Northwestern University, The Daily Northwestern. Illinois Entertainer, Chicago Reader, Timeout Chicago and RedEye will be among the periodicals Glittermouse sends press releases of their upcoming album release too. There are no current TV or print interviews set up, as they are awaiting the release of a full-length album. But, to keep them in the press’ eye, Ashley Roth (Agent) has been sending their press kits and one-sheet’s to music venues and radio stations in Chicago, soon to be sent to secondary markets in the Midwest for touring purposes. Michael Koester, the band’s lead singer/guitarist, sends out email blasts on a regular basis. He updates with current events, upcoming shows, recording updates, and of course get’s everyone excited by keeping people informed on the recording progression. There are also news updates on Glittermouse’s websites, including glittermouse.com, myspace, and facebook accounts. 15

CD Release Party: Music Box Theatre In the fall of 2009, Glittermouse would like to hold a CD Release Party in affiliation with Music Box Theatre because of the band members love for the theatre and a majority of their fans attend screenings at the Music Box. This party would coincide with a midnight showing of a horror film or science fiction film. The band would feature their album and merchandise in the front lobby, an hour prior to the film screening. Anyone buying a ticket to the movie will qualify for a free voucher for 50% off the Glittermouse album, which is to be used that night. Glittermouse would maintain their booth throughout the showing assuring accumulation of sales. An introduction before the start of the show and a thank you to the audience and Music Box Theatre after would be made by the members of the band. Also, Glittermouse would debut their new music video for “Wake Up and Dream” before the screening to assist in the promotion of their new album. To make this event extra special, Glittermouse will collaborate with Music Box Theatre to create a special merchandise item for the CD Release Party. After speaking with Dave Jennings, the General Manager of the Music Box Theatre, he indicated some important costs the band would be looking at to hold an event such as this one. To rent out the whole theatre and offer early admission to the fans, there is an estimated cost of $1,200. If a rental of the whole theatre isn’t necessary, there is a minor estimated charge of $200. This minor rental cost covers the set up of a table in the lobby. There are different show times for weekdays and weekends. Glittermouse would be looking at holding an event on the weekend (12am) because films start much later in the night than they do during the weekdays (4:30pm - 5pm). Glittermouse would hold their event with free admission; however, the Music Box would still charge fans and followers for the film screening, generally about $9.25 for midnight showings.

Touring Plans: Future Tour Plans

This will be a small tour after Glittermouse finishes a record and establishes a larger fan base in the city of Chicago and the surrounding areas. The beginning of April of next year is a reasonable time to implement this tour. The next 11 months will be used for building a stronger financial structure, allowing them to take time off from their jobs to travel, growing as a band, creating a merchandise line, and recording their first fulllength album. Glittermouse will be sharing the bills with other local artists in each of these cities and will not be headlining this tour. This will allow the band to play for new audiences and gain exposure in each city. By the time the tour starts, Glittermouse will have established branches of The Mousy Militia in many of the cities they are planning to hit. The Mousy Militia will play a large part in promoting the tour. Other than the street team, Glittermouse will utilize their website and social networking sites as well as mail posters to each of these venues to ensure optimal marketing. Since the tour is not widely spread out between each city, hotel accommodations will be unnecessary for Glittermouse. The only overnight stay needed is between the Minneapolis and DeKalb shows. For this, we will depend on family members of the band for housing. Lastly, in each city, Glittermouse will participate in other events such as street team events, stunt events, press interviews, small record store performances, etc. These events will not only gather the attention of possible fans, but also be used for promoting the tour, the album, and most importantly, the band.

Date Thur., April 8, 2010

Fri., April 9, 2010

Venue

For Booking

Reggieâ&#x20AC;&#x2122;s Rock Club

MPShows

2109 S State St Chicago, IL 60616 (312) 949-0121

Brian A. Peterson

The Cactus Club

cactuscl@execpc.com

Capacity Distance 450

(15 min)

mpshows@gmail.com (773) 227-0320

*from practice space*

2496 S Wentworth Ave Milwaukee, WI 53207 (414) 897-0663

Sat., April 10, 2010

The Frequency

booking@madisonfrequency.com

Mon., April 12, 2010 KVSC 88.1 FM Morning Show

300

Store Manager (612) 870-9300

General E-mail

263 E Lincoln Hwy DeKalb, IL 60115 (815) 787-9547

67 mi

info@kvsc.org

(1 hr 10 min)

brian@triplerocksocialclub.com

400

629 Cedar Avenue Minneapolis, MN 55454 (612) 333-7399

Tues., April 13, 2010 The House Cafe

270 mi (4 hr 33 min)

720 Fourth Avenue South 27 Stewart Hall, SCSU Saint Cloud, MN 56301-4498 (320) 308-3066

Mon., April 12, 2010 Triple Rock Social Club

80.9 mi (1 hr 26 min)

In-store @ Electric Fetus Bob Fuchs 2000 4th Ave S Minneapolis, MN 55404 (612) 870-9300

92.2 mi (1 hr 44 min)

121 W. Main St Madison, WI 53703 (608) 819-8777

Sun., April 11, 2010

6.3 mi

69.2 mi (1 hr 13 min)

John Ugolini

158

368 mi

kickstandproductions@gmail.com

(6 hr 3 min)

Superior St.

62.6 mi

2744 Superior St. Chicago, IL 60612 (practice space)

(1 hr 15 min)

History of Shows

Venue Bottom Lounge 1375 W Lake, Chicago, Illinois 60607

The Orphanage 643 W 31st St., Chicago, Illinois 60616

Elbo Room 2871 N Lincoln Ave, Chicago, IL 60657

Subterranean 2011 W North Ave, Chicago, IL 60647

Reggie’s Rock Club 2109 S State St, Chicago, IL 60616

Congress Theater 2135 N Milwaukee Ave, Chicago, IL 60647

Bradley University (Olin Quad)

Description Appearances: 2 Capacity: 317 Appearances: 2 Capacity: 100 Appearances: 4 Capacity: 150 Appearances: 2 Capacity: 375 Appearances: 3 Capacity: 450 Appearances: 1 (Battle of the Bands) Capacity: 4,000 Appearances: 2 Capacity: Outdoor show

1501 W Bradley Ave Peoria, IL 61606

Clearwater 96 West Main St. Dundee, IL 60118

Paradigm Café 1022 Michigan Ave. Sheboygan, WI 53081

Appearances: 7 Capacity: 400 Appearances: 1 Capacity: 200

Media Strategy: The strategy Glittermouse is taking towards the media is focused toward college radio. Since a large percentage of the fan base represent college aged listener, focusing on this outlet makes sense. Currently, Glittermouse is played on DePaul radio’s Quite Simply, The Rock Show, WRBC: The Blaze at Roosevelt University, and SWIM Radio Podcast (an interview with SWIM is scheduled in the upcoming months). Quite Simply, The Rock Show has helped Glittermouse gain fans across the Atlantic in England. Once Glittermouse starts touring, we will seek appearances on college radio within the cities of that tour. For instance, KVSC 88.1 FM located at St. Cloud State University hosts segments which fit Glittermouse’s particular genre. LiveKick.com is another great tool the band can use while on tour. This site allows artists to post their tour dates and upcoming events into a database where fans can create their own lists of bands they can follow. LiveKick.com assures fans will not miss their favorite band’s tour and special events. For future endeavors in the media bracket, exploring more radio broadcasting with Q101 in Chicago would be excellent to get their music out to the public. Also, for print media, having a featurette in Metromix’s Music, section located in the RedEye, would give the band great exposure. Lastly, Glittermouse plans to register their music through Nielsen SoundScan. This will prove to record companies and sponsors they are being broadcasted and recognized by a larger audience. See Appendix F for Nielsen SoundScan form.

Fan Base Development: Glittermouse has a large variety of ways they continue to keep in touch with their fans. However, they expand and utilize as many effective resources as they can. Although, the best way Glittermouse spreads their musical news is through word-ofmouth. For a local band like them, they are constantly making and maintaining close friendships with Glittermouse fans. However, below is a list of sources currently being executed: Mailing lists are used to send emails to fans/listeners to address upcoming shows, new band features, fan shout outâ&#x20AC;&#x2122;s, recording sessions, new EP/Demo releases, and the current state of the band myspace.com glittermouse.com sign up at live performances at the merchandise table Glittermouse.com includes the following: News section featuring upcoming and past events Free demo download Links to Facebook and Myspace Live Video Footage Instructional Videos for audience members Music player consisting of three songs Band Biography Myspace.com/glittermousemusic Music player with four current songs Biography section Members Influences Fans/Friends Contact Information (glittermouses@gmail.com) Pictures/Video Footage Instructional Videos The Mousy Militia, the Glittermouse Street Team is headed by Chris Taylor of DePaul Radio. The Mousy Militia works on the following: 21

Promoting upcoming shows and music through DePaul Radio and throughout the campus Word-of-mouth promotions through friends and other fans Live shows are a great way to develop a fan base. Glittermouse likes to get a feeling for the crowd by evoking audience participation throughout their sets and creating a very intimate setting. After their sets, band members mingle with their fans and other viewers. This has proven to be an effective method of creating captivated and loyal fans. In addition, Glittermouse offers the free demo online for download so people are more willing to spend money on live shows and merchandise. For screenshots of Glittermouse.com and MySpace page see Appendix B.

Website/Technology: For the most part, Glittermouse has taken advantage of the internet in many ways. They have taken upon themselves a multitude of different websites in order to update fans and newcomers stumbling upon the page. Their homepage, glittermouse.com, presents a few options to choose from: ReverbNation Player sampling three Glittermouse songs: “Wake Up and Dream,” “Red Balloons,” and “Please Not Pulsars” so anyone can hear what the band sounds like without first paying for it Links to other Glittermouse pages: Myspace and Facebook as to offer others ways of contacting and staying in touch with the band Free Demo Download where listening to Glittermouse’s music is free for everyone News section to update fans of the bands whereabouts and current projects and to thank fans for attending the shows Glittermouse bio with band members and functions to get to know the band and their history Live Videos and Instructional Videos from Glittermouse to pump up fans for upcoming shows and to train fans for audience participation pieces at live shows Mailing List sign up so fans can find out about upcoming shows, current events, telling jokes, and connecting with fans on a personal level Glittermouse Fan Survey so the band can better understand who the fan base is and how to market to them To be added to the website in the near future: Electronic one-sheet for industry professionals to view with bio, photos, gig history, and contact history A section for live photos and studio group shots so fans 23

and industry professionals can see the band in action and to better understand their image E-commerce section so fans and people interested in the band can buy the band’s merchandise, including pictures of fans wearing or using their merchandise A section dedicated to the band’s street team, The Mousy Militia, to develop more and boost dedication A place for people to send emails to the band so they can contact the band personally about concerns, suggestions, or anything they want Fans and talent buyers alike will want to stop by again and again for new updates to the site. Talent buyers can see what fans think about the band and can track their progress through Myspace statistics. Fans can buy their favorite t-shirt and leave comments for the band at Facebook or Myspace. Overall, the site is easy enough to maneuver through and to find sections. The band is “first-class” when it comes to getting the word out about glittermouse.com. Promotions for the site include telling people about it during our live sets, the band also had special business cards made with the site as the main focus, which is given out to make connections. All of the merchandise has glittermouse.com printed into the design, including t-shirts and posters. The band wants people to go to their website; they want people to be interested enough in the site so they will go to the live shows and spread the word to others. Key partnerships with College Radio stations at DePaul University and Roosevelt University are plugging the website too, and getting the word out to new ears. So, don’t be a ‘wise-guy’ and go to glittermouse.com! Snapshots of the website are in Appendix B.

Distribution/Retail Strategy: According to our research on Glittermouse fans, our primary form of distribution for the upcoming CD will be via internet and will follow the Do-It-Yourself Model. 47% of Glittermouse fans get their music through free downloading. 32% obtain is digitally and 26% use online retailers of share through friends. Not to forget, 50% of Glittermouse fans rated themselves very internet savvy while 39% consider themselves extremely internet savvy. From this research, it would be ridiculous to choose any other form of distribution as well as costly.

iTunes Currently, Glittermouse uses iTunes for distribution of their demo. iTunes will remain as their primary distributor after the album is finished recording.

CDBaby CDBaby is another outlet Glittermouse will consider once they have an album. This will be a strong option if the band decides to sell their music. This idea is still swimming in the water and a decision the band will have to make when the time arises.

Live Show Distribution Aside from online retailers, Glittermouse will use the old model of simply selling merchandise at shows. Every Glittermouse show will have a merchandise booth set up where old fans and new fans can purchase t-shirts, buttons, posters, tote bags, and possibly CDs. This method of distribution has been effective for the band and itâ&#x20AC;&#x2122;s the most personable method of distributing out there.

Website Distribution E-commerce on the Glittermouse website will be up and running as soon as possible. Since the majority of fans make purchases online, e-commerce will be just one more source fans can purchase the new Glittermouse t-shirt they have been dying to get their hands on. 25

Special Events: In the past, Glittermouse has involved themselves in a few special events revolving around awareness and charity. The band enjoys working with the community, especially when involved with a college atmosphere. Not only is there room to meet many people, but to set a lasting impression that Glittermouse is willing to play their music to the public without worrying about the money. On April 18, 2008, the band played at for the NIU: Violence Awareness Rally at Columbia College Chicago (See Appendix D for further detail on the event). The event created high recognition for the band, which helped raise awareness because they dedicating a song to the cause. Also, it helped raise awareness in the community school violence issues, especially related to recent events. For two years in a row, Glittermouse has been asked to play at The Edge: Bradley Studio Radioâ&#x20AC;&#x2122;s Pool Party. Every year, Bradley University studentâ&#x20AC;&#x2122;s put together a charity event supporting the student run radio station in order to raise funds for the coming year (See Appendix B for further detail). In 2008, Glittermouse donned the stage on May 3, proving to be a very cold day. Because the event is outdoors, the band waited in the cold until they played to the mass of students waiting to hear them. The show went over well, as Glittermouse was invited to play again the following year. On April 25, 2009, the band traveled down to Peoria, IL to perform for the studentâ&#x20AC;&#x2122;s and faculty. While raising money for the group and having water balloon fights, the show turned into a success, creating even more fans than the year before and selling various article of merchandise. The event raised even more money for the organization than the previous year, so it was another great way to help out the community. Glittermouse will always be willing to support an organization that they believe in, especially if it involves music itself. All seven members are actively involved in their community, including through their college, current jobs, and hobbies. If an event should arise for a charity or awareness rally, the band will be there to support with their music and enthusiasm. Not to mention, their incredible sense of humor, often needed at such events.

Partnerships with Other Artists: Lyon and the Notary Once upon a time, there was a band that made fun of themselves all the time to be exceptionally funny, that band was called Lyon and the Notary. A Jewish lead singer with bright red locks, a ragtag bassist who will never take his hat off for anyone and a clever, sarcastic fellow takes his lead behind a drum set. (Lyon and the Notary bio in Appendix A). Lyon and the Notary and Glittermouse met back when they played a show together at Reggies Rock Club in the South Loop of Chicago on Valentines Day in 2009. Not long after, they both realized that their genres melded well together, pop and rock. Their fan base was practically identical and reacted to each act exceptionally well, reference to in Your Audience section of plan. Therefore, the two bands decided that together they would make a great team playing shows and working on merchandising. Glittermouse has played one show with them since, at The Bottom Lounge on April 17, 2009, a show Ashley Roth (Agent) coordinated. As the management team, Ashley and Emily thought that there needed to be more shows before creating any merchandise together. So, there is a tentative show planned on May 28th, 2009 for Lyon and the Notary and Glittermouse at one of the Lyon and the Notaryâ&#x20AC;&#x2122;s household in Chicago, where the bands will play separate sets and then come together to play a collaborative song at the end as an encore. If the show is a success, they will continue to work together on collaborating songs and to create limited edition t-shirts with both of the bands names on it, screen-printed and designed by Jeremy Mumenthaler of Glittermouse. As future touring plans become possible, there is the opportunity of touring with Lyon and the Notary as a package tour. The tour would be after Glittermouse has established a tour route for them, so that people will come around again to see both acts the next time. It would help costs for cross 27

promotion and utilizing both bands’ promotional strategies: The Mousy Militia street team and Lyon and the Notary’s newsletter. There is no set date for the tour yet, but the opportunity will be an excellent one on both ends.

I Fight Dragons Superheroes, mixed- gender video game playing, and music? You’ve got to be kidding me. Well, sorry, but this is a true story. (I Fight Dragons bio in Appendix A). This Nintendo themed band has made a name for themselves in Chicago and beyond and would be a valuable asset to Glittermouse if they ever collaborated on a show together. Glittermouse, known for their crazy antics and stage costumes, would work well in a Nintendo themed environment. The future opportunity to play a Nintendo-themed show would be wise for both of them. I Fight Dragons has a great following in Chicago, with multiple sold out shows, and now starting to move their fan base out to the coasts. The show would allow Glittermouse to reach a larger niche market that can easily meld to their experimental, pop, rock genre. Both bands have interesting live performance aspects. I Fight Dragons is known for playing NES’s as an instrument during their sets and Glittermouse incorporates theatrical aspects that include audience participation. For this show, bands will ask their fans to dress up as their favorite Nintendo character, and their first 20 people to show up in costume will receive free entry to the show and a limited edition poster made for the event by Glittermouse. The bands can both create individual marketing schemes. Glittermouse can use their street team, The Mousy Militia, to spread the word on the show and about dressing as their favorite character and create an instructional video on how to create the perfect Nintendo character outfit. I Fight 28

Dragons has an excellent following of fans and media relations with Brian Bender, owner of the music venue, Elbo Room, in Chicago. Promoting through their website, ifightdragons.com, and social networking sites, they are sure to have a sold out show, with a niche such as a dress-up show. Communication with the band is tentative for now as Glittermouse gains more recognition around Chicago and online at sites such as last.fm, blip.fm, and purevolume.com and through their social networking sites. Once the opportunity is beneficial for both bands, the plans will be presented to I Fight Dragons from the management team, Ashley Roth and Emily Sorlie.

Video Production: Production Company: Streetlight Productions Producer: Addison Stamper Co-Producer: Jeremy Applebaum Music Video: “Wake Up and Dream” After receiving news in April 2009 that DePaul Production students, Addison Stamper and Jeremy Applebaum, were interested in working with local Chicago band Glittermouse, the ball started rolling for the creation of a music video for their single, “Wake Up and Dream.” The video is based solely on what the members of the band ‘actually’ daydream about. Rob, the guitarist, is dreaming about himself playing the guitar and Jeremy, the bassist, daydreams about role reversals, for instance if Napoleon Dynamite became President is just a few examples. The song itself embodies the idea of living and thinking what you feel, and having a different perspective on life. Therefore, the music video is imaginative like the band by depicting a different side to reality. (Lyrics in Appendix E). The entire production is funded by the DePaul students and production crew. The band has no need to put any money into the video, unless the members themselves feel the need to do so. Glittermouse gets full artistic direction and rights to use the footage once the music video is finished, so there is a lot of reasoning for doing it. (Contracts for production in Appendix F). Once the production is finished, Glittermouse will be premiering the finished music video on their website, Glittermouse.com, and having pre-promotions for “Wake Up and Dream” until the finish date. By using The Mousy Militia, their street team, and online venues, such as their Myspace and Facebook pages, they will be sending out invites to view the video. An email blast to their mailing list will be created to spread the word for the upcoming release of their very first music video. Before the video is finished, the band will be using live performances as a promotional outlet to let fans and newcomers know about the music video.

Timeline for “Wake Up and Dream” April 8, 2009 Idea pitched in meeting between band and Addison Stamper for “Wake Up and Dream” April 17, 2009 Live footage taken of the band at Bottom Lounge show April 18-May 9, 2009 Brain storming session between band members and Addison for the music video May 10, 2009 Green Screen footage taken for ‘daydream’ sequence Late June 2009 “Wake Up and Dream” music video finished July 2009 “The Mousy Militia: Wake Up and Dream Video Launch” event will premiere the music video for street team members only during a special showing at one of the band member’s houses, promoted by Glittermouse and Chris Taylor, head of The Mousy Militia. July 2009 and beyond “Wake Up and Dream” is launched on www.glittermouse.com, Glittermouse Myspace page, Glittermouse Facebook page, and to be used during the CD Release Party, as an opener to the event. The music video will be used in their Press Kit for future bookings and promoting themselves to broadcast networks, such as PBS and JBTV in Chicago.

Songwriting: “Guns are taboo, divorce is taboo. These things that rub people the wrong way are the best way to make people face the bigger issue.” – Michael Koester of Glittermouse

The sole lyricist for Glittermouse is Michael Koester, the lead singer and guitarist. In his world, people would realize that we are all equal and that even though the world is not a perfect place, it is a hell of a lot better than having no life at all. While working with this group, they made their point very clear – Glittermouse songs are Glittermouse songs, integrated with personal experiences and emotions throughout. Michael Koester explains his reasoning for keeping his songs to himself, “Since a lot of the lyrics are, simply, blatant social commentary, I feel like selling them isn't faithful to me, to the buyer or to the song.” Therefore, as implied by Michael, songwriting is an integral part of this group’s existence.

Copyrighting Glittermouse Getting the songs copyrighted is still on their list of things to do. Michael holds the rights for a majority of the songs written by Glittermouse, but soon they will all be under the name Glittermouse. As a push for the band’s development and the safety of their music, Ashley and Emily will help in getting all of the songs copyrighted. However, they do encourage the use of their music for artistic purposes, especially if fans want to use them for their own projects, crediting the band of course.

The Process of Writing Lyrics When asked how he writes lyrics, he simply stated – “I don’t really know.” Starting from the age of four, his ability to write lyrics has improved with experience. He said, “I’ve been doing it for so long, it just comes naturally to me.” In the process of songwriting with the band, the lyrics are normally added after the music. In certain cases, the choruses are written 32

beforehand, mainly for sentimental reasoning, as with songs “Big Bent” and “Animal Craquerz.” Lyrics provided in Appendix E. In the first song written specifically for Glittermouse, “Red Balloons,” Michael tries to open up the idea of one person making a difference in the world.

Red Balloons Somewhere out in a flower field A man is changing the world He’s going to make it a better place for All the little boys and girls He doesn’t talk ‘cause he never learned And no one’s sure where he lives Most of the planet doesn’t know Just how much this little man gives He doesn’t work so he won’t get paid He only wants to collect He spends his days catching butterflies In his gigantic bug-catching net He takes them all Two by two And puts every one In red balloons They float above the grass and trees It’s hard to say where they’ll stop Red balloons filled with butterflies Going up and up and up On the other side of the world There’s people fighting a war They pop balloons filled butterflies And don’t want to fight anymore They take their aim And bullets zoom And every one Hits red balloons Butterflies 33

And armies too Have won the fight With red balloons Now There’s no fighting And the soldiers are holding hands One Little man can Make the world work And all it took was red balloons!

In the end, Glittermouse is trying to get people to listen to what they are saying. It is amazing to see an entire venue of people screaming ‘Fuck Yeah!’ and really feel the emotion at their live shows. Every member of the band is as much apart of the music writing process as Michael is, in his or her own unique way. In the words of Michael Koester, “I like it to be strong. I want it to stand out so people pay attention.”

Sponsors: Icelandic Glacial We look at Icelandic Glacial as a water provider for the band to consume on stage during live performances and events. Rob Vignisson, guitarist of Glittermouse, originally hails from Iceland and moved to the United States when he was 7 years old. Rob continues to speak his native language perfectly. Not to mention, Robâ&#x20AC;&#x2122;s father was a member of the popular Icelandic touring band Papar. When Glittermouse grows and develops a larger fan base, snags a record deal, and is ready to tour nation-wide, Icelandic Glacial will be the primary choice for sponsorship.

American Apparel American Apparel will be the main clothing provider for Glittermouse merchandise. More specifically, we would like tshirts, hoodies, and long-sleeve shirts. American Apparel would not only be a merchandise provider but also a major sponsor for tours and special events. Again, we will aim for sponsorship from American Apparel when Glittermouse is more established and signed. See Appendix F for sponsorship form.

MK Brody MK Brody is a wholesaler of balloons and other party supplies. The company is located in the West Loop of Chicago. MK Brody is a company Glittermouse can look at for sponsorships right now. The company would be asked to provide balloons and a glitter gun for live performances and events. Glittermouse offers many theatrics in their performances. Red balloons being a popular prop amongst the fans and a glitter gun doesnâ&#x20AC;&#x2122;t need an explanation. MK Brody is a perfect candidate for Glittermouse at this point in their career.

Ragstock Ragstock is a retailer of new and used clothing items. They have 13 locations spread across Minnesota, Wisconsin, Iowa, and Illinois. Not only does Ragstock sell clothing but they supply costumes as well. Glittermouse considers this retailer as a possible costume provider for live performances and themed events. Like MK Brody, Ragstock is a smaller company that would be willing to work with the band during this time.

Chicago Music Exchange Chicago Music Exchange would assist with equipment needs for the band whether it is a repair or rental, at some point the band will need them. Glittermouse can greatly benefit from their services and establishing a partnership with this company would be a large help in the financial department.

S.W.O.T. Analysis: Strengths Stage Presence, constantly something to look at during a show Seven members, adds interest to the live shows Image - wild and out of the box Consistent new songs Jon Flynn set designs Audience interaction Sense of humor – ability to relate to the audience Unique creativeness Unique street team – The Mousy Militia

Weaknesses Not consistently musically ‘on’ during live shows due to members movement on stage Seven members Tension between band members Sense of humor - offensive Poor organization and disbursement of duties Lack of motivation Lack of finances Lack of merchandise

Opportunities Local festivals/shows Label interaction Future fans Out-of-state shows Partnerships with other bands/companies Wide range of merchandise products To create an effective way to discuss issues between band members Using The Mousy Militia to gain recognition and fans

Threats Other local bands with similar live performance/sound Audiences not into the music Cost of shows Over saturation of the market Economy Transportation costs â&#x20AC;&#x201C; gas Art events in the community Natural disasters

G oa l s : Six Months Finish recording current demo with Jay Zydrski Pitch demo to labels suggested by engineer/producer Jay Zydrski Create new, appealing merchandise requested by fans Create Instructional Videos for the ‘Fuck Yeah’ sequence during Big Bent, ‘But Not Today’ sequence in iiii, and clapping during There’s Real Sugar In Seattle Create a more organized communication system Finish the website, www.glittermouse.com and www.myspace.com/glittermousemusic Promote the band throughout Chicago with Glittermouse street team, The Mousy Militia Photo shoot with the whole band Create a solid foundation of merchandise ideas and implement a few of those Agree on a band logo/branding image and start implementing in marketing tools/merchandise

One Year Find a van for band transportation Implement John Flynn as a ‘member’ being the set designer Create a more organized communication system Get music copyrighted by the band/Michael Koester Lighting guy for live shows Expand the street team to outside Chicagoland, using tools such as Myspace and Facebook Create a live tracks album Work on setting up live performances at local festivals/venues to create a more prominent name for the band Play at least 3 out of state shows Continue to create and sell merchandise at shows Get played on a number of college radios/get interview spots Write new music 39

Expose The Mousy Militia nation-wide Re-evaluate fan base to ensure the most effective marketing plan

Three Years Create a more organized communication system Plan and implement a tour with bands we are close with Broaden the merchandise catalog Play a local music festival Start recording a new album OR already have it out Get on JBTV

Five Years Create a more organized communication system Get signed to a label that evangelizes the idea of expressing oneself as well as allowing the band freedom within the confines of music and image Tour more frequently out of state Play on the same bill as a well-known artist Reach band exposure to the east and west coasts Play a larger known music festival

Financial: See Appendix H for a full layout of Glittermouseâ&#x20AC;&#x2122;s expenses for 2009 thus far.

Conclusion: Glittermouse is well equipped to take the nation by storm with the help and guidance of Emily Sorlie as their Personal Manager and Ashley Roth as their Booking Coordinator, soon to be agent. The seven-piece avant-garde, experimental rock group is currently donning the stages of Chicago, and Bradley University, with their interactive signs, instructional videos, and overwhelmingly fun and upbeat stage presence. Glittermouse has placed their name is the roster of up and coming unsigned local bands in Chicago, and the media seems to think so too. Not only has the online Chicago Deli Magazine mentioned Glittermouse, but LASplash.com has also seen the light at a Glittermouse live performance and wrote about it. Ashley and Emily have worked diligently on creating an excellent Artist Management Plan that will work with the band’s wants and needs. So far, our management group has implemented numerous aspects including innovative marketing schemes incorporating the group’s own instructional videos and street team. Also, planning and doing two photo shoots with different local Chicago photographers, creating new merchandise for the band, booked live performances for the band, formed logos and branding mechanisms to be used on public spaces such as their website, and a brand new biography and press kit for the band. Overall, Ashley and Emily have used their management skills to further the band’s career and pushed them towards a more successful path. The request the management team wanted out of the project was to gain an appreciation and experience for the career in which both of the members took over. This goal was most certainly reached and exceeded because of the enthusiasm and passion that was put into each aspect of the plan. Any sane label, venue, producer, A&R rep, manager, agent, or any industry professional will want to be apart of this band’s uprising. Glittermouse has been described as a band that has the potential to go very far, and it seems they have already begun onwards.

Appendix A

Band Bios: I Fight Dragons We fight dragons. I Fight Dragons is Chicago's finest (and quite possibly only) NES-Rock band. They have very detailed delusions of grandeur, most of which include gross misuses of Nintendo products in combination with music in the Popular Rock genre. This February, they sold out Chicago's Elbo Room as they released their debut EP, "Cool Is Just A Number." They use a talking computer a lot, or possibly a talking computer uses them a lot. All in all, there are 6 of them, and at least one of them is really, really cool but they haven't figured out which one yet. It's Hari.

"I FIGHT DRAGONS is a High-Def concert experience influenced by an 8-bit video game dream world. They are both an audio and visual powerhouse to have at the club." – Brian Bender, Elbo Room, Chicago

Talent Buyer/General Manager

Lyon and the Notary Lyon and the Notary not only deliver a fresh new sound, but they also have a gripping, heart wrenching back-story filled with hardships, tragedy, and perseverance. "My parents weren't around much," front man Gabriel Lyon reminisces. "I’d pretty much have to fend for myself. I guess you grow up pretty fast when your parents are only around on the weekends and after 5pm on weekdays.” Struggling to cope with the absence of his parents in his life, Lyon turned to drugs to fill the void. By the age of 18, he was smoking marijuana cigarettes almost once a month, often times inhaling. “Everybody has a way of dealing with their problems,” Lyon explains. “Unfortunately, the way that I chose

just brought me down deeper into the depths of hardship and tragedy.” "He was in too deep," drummer Andy Taylor recalls. Drugs weren't the only factor in Lyon's reckless, anything goes lifestyle. Drummer Andy Taylor recalls that while driving, Lyon would sometimes go almost 15 miles over the preferred speed limit. “We would all be like, ‘Gabe, slow down,’” Taylor recalls. “But that was just the way he rolled; living life in the fast lane. Nobody could slow him down. Not even authority.” While Gabriel Lyon has lived the life of many of a man, he is not the only one in the band with compelling and gritty backstories. Drummer Andy Taylor, a rugged and single ex-coal miner, drips the true American experience into his fiery drumming. As a former pilot, Taylor is skilled with the audacity and quick thinking necessary to hold down the groove, make people dance, and most importantly, to understand the beauty and the horror of the human condition. By the age of 5, he had mastered the art of percussion. By the age of 7, he had flown his first airplane. By the age of 10, he had published his first best-selling memoire, "Coal Mines, Airplanes and Hardship." And as soon as he turned 12 years old, Taylor left his wife and two children behind to seek a new life. Now 33, Taylor does not plan on slowing down any time soon. "I've seen so much life," Taylor muses, watching the sun set on a quiet town in Colorado from a jagged wooden chair outside of his small ranch. “But I wouldn’t be who I was without the hardships.” A single teardrop forms in his eye, but he is too proud to cry. Completing the rhythm is section is Shane Bordeau, who plays bass in the group. He is overall pretty uninteresting. With the pop sensibilities of Roy Orbison, the vocal drama of Jeff Buckley, the grimy edge of T. Rex, the danceability of the Afghan Whigs and the heroism of George Washington, Lyon and the Notary will make you stare straight into the eyes of humanity, whether you like it or not.

Other Key Player Bios: Jori Schmalz Originally dreaming of one day becoming a Broadway singer, Jori decided singing was more a hobby rather than a possible career. After receiving her first digital camera as a birthday gift when she turned 17, Jori started her photography career with pictures of her cat and houseplants. It wasn’t until she received her Rebel XTi did she start taking photography serious. “No day but today.” This quote, from the movie Rent, is one she closely follows and it is this quote that inspires her everyday. Not reaching her dreams isn’t an option for Jori. In her eyes, she must otherwise, what else is there? Jori enjoys the excitement of live concerts and can’t resist upbeat, cheery music that puts her in a good mood. She specializes in band photography, both studio and live performance shoots and has a strong body of work that speaks for itself. Jori shoots using a Digital EOS Canon Rebel XTi with various lenses such as zoom, macro, and recently added to her collection was the fisheye. View Jori’s portfolio at: www.myspace.com/joriphotography Contact Jori at: jorischmalz@gmail.com

Christopher Catterson Started booking/participating in bands 8 years ago. While doing this, he also toured the U.S. multiple times. Booking shows, designing and purchasing merchandise was the norm for Chris, as he was the Goto-guy for each band. After graduating in Dec 09’, Chris would like to take about a month off, then start looking for work at either a talent agency, marketing company or being a manager for a band. Music is to Chris, as blood is to the heart.

For Columbia College Events, Chris has booked bands for the “Cheap Thrills” event fall 2008 held at Reggies, and currently booking for the First Annual SWIM Radio Schmooze Fest held on May 7, 2009 at Reggies.

Steve Gillis Whether playing in front of twenty thousand screaming fans on the Family Values Tour, or a hundred people who have come out to a club in Chicago on a Wednesday night for some post-bop jazz, Steve Gillis brings an undeniable intensity to the stage. The drummer was asked to join hard rockers Filter after front man Richard Patrick saw him play behind a 10-piece acid jazz band, and the immediate result was the Chicago-based band’s sophomore effort, Title of Record. The album proceeded to go platinum on the strength of Gillis’ grooves and the radio success of the bone-crushing Welcome to the Fold and top ten hit Take a Picture. After an extensive world tour that brought his live drumming to four continents over two years, Filter returned to the studio to create The Amalgamut, where they continued to bridge the electronic and the organic elements of modern rock. Steve Gillis is the lynchpin of those efforts, as he slides between programmed tracks and thick distorted guitars without missing a beat, creating drum parts that defy today’s heavy rock stereotypes. According to Patrick, “Steve Gillis is not in the band just because he’s a great drummer; Steve Gillis is in the band because he’s an original drummer.” Those qualities have already garnered praise from both his peers and the press, who have quickly recognized that Gillis is not your ordinary rock drummer by any stretch of the imagination. The depth and style-hopping of his playing isn’t surprising once you consider Steve’s history. Born and raised just north of Chicago in Evanston, Illinois, most of Gillis’ drumming career has been spent in the Windy City. It’s been said that you can’t come through Chicago without playing the blues, and after two years at Boston’s Berklee College of Music and a European tour with Virgin recording artist Inner City, Steve did just that, with notable artists such as Sugar Blue and Dion Payton. From there, he branched out into everything from jazz to funk to rock to electronica and beyond, often working as

many as 300 nights in a year with artists such as Henry Johnson, Ken Chaney, MVP, Sumo, Bomb Pop and Eternalux. Elements of any one of these genres find their way into the others, whether it’s industrial rock intensity in a jazz context, or gospelinfluenced fills in a rock tune. Steve has also found his way onto television, with appearances on Late Night with Conan O’Brien, Last Call with Carson Daly, MTV’s The Rock Show, The Tonight Show with Jay Leno and The Late Show with David Letterman in the United States, as well as Top Of The Pops in the United Kingdom. Even now, Gillis can be found playing in clubs all over Chicago with various artists including his jazz group The Long Count Quartet and Nicholas Barron. He is equally focused on recording and producing bands and solo artists in his own studio Transient Sound.

Vijay Tellis-Nayak Vijay Tellis-Nayak is a jazz pianist, keyboardist, guitarist, producer/engineer and part owner of Transient Sound Studios in Chicago. Vijay’s work in the field of music production has been acknowledged by the New York Times in their Emerging Artists’ Series. Keyboard Magazine has praised Vijay’s piano and keyboard playing in his fusion band Kick The Cat. He received national recognition at the age of ten for winning the Young Composers Competition with fully arranged orchestral compositions three years in a row. He attained a Bachelors in Music Technology in 1997 with partial assistance from the Oak Park Arts Alliance, and his Masters Degree and Ph.D. in the field of Rhetoric and Mass-Media Economics from Northwestern University.

Appendix B

Business Cards: Emily Sorlie

Ashley J. Roth Front

Back

Bottom Lounge Show: Emails

Flyer

Venue Safety Checklist 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Exit and entrance signs should be visible at all times an located in a place where everyone in the venue can see them with NO obstructions Exits and Entrances should never be chain locked The capacity limit of the venue should be visible at all times and located in a place where everyone in the venue can see them The building capacity should never be exceeded Fire extinguishers should be available in case of emergencies, or in the event that a fire may occur Flammable materials should be kept at a minimal Flame retardant blankets should be available in the event of a fire All smoke alarms and/or detectors must be on at all times Security persons should be visible and/or easy to locate Security persons should be well aware of different techniques that insure crowd control On site maintenance should be available at all times Pyrotechnics and/or pyrotechnic devices should be kept at a minimal Pyrotechnics should not be placed near fixed venue objects or operations

14. The location of the venue should be in close proximity to an outside fire hydrant 15. Ventilation access should be available at all times (i.e.: windows, smoke vents, rooftop opening, high voltage fanning, etc.) 16. Water sprinklers should be available at all times in the event that a fire may occur 17. A sufficient amount of space should be defined between the crowd and/or audience and the stage/performance area 18. A public liability and/or handicapped ramp should be available 19. All electrical equipment (i.e.: cords, amps, outlets, etc.) should be in a secure place never interfering with the crowd/audience 20. No broken electric wires, cords, sound boards, amps, etc. should be utilized at any time 21. Fixed bars, water fountains, bathrooms, booths, tables, chairs, etc. should be placed securely; never interfering with the crowd and/or audience in the event of an evacuation 22. The stage/performance base/pit area, etc. should be firm and tested before being utilized at any event 23. All backstage entrances/exits should differ from that of basic or main entrance/exits 24. Metal detectors/metal detect devices should be presented and/or located at all entrances of the venue 25. Emergency procedures must be posted and/or announced at all events 26. All staff and/or on site employees must be WELL aware of all emergency procedures and building regulations/violations 27. The building/venue must comply with all federal, state, and local regulations and should be visible

Websites: Facebook

MySpace

Glittermouse.com

Appendix C

Research: Survey Glittermouse Fan Survey 1. Are you… ( ) Male ( ) Female 2. Which age group do you fall into? ( ) 15 – 17 ( ) 18 – 20 ( ) 21 – 23 ( ) 24 – 26 ( ) 27 - 29 ( ) 30 + 3. Which are you currently attending? ( ) High school ( ) College/University ( ) Neither 4. What is your ethnicity? ( ) African-American ( ) Latin American/Hispanic ( ) Asian/Pacific Islander ( ) Native American ( ) Caucasian 5. a. Where do you currently reside? ( ) North Region of the United States ( ) South Region of the United States ( ) East Region of the United States ( ) West Region of the United States ( ) Other: ___________________ b. If you reside in the U.S., do you live in… ( ) Rural (farmland) ( ) Suburban ( ) Urban 6. How often do you attend concerts every six months? ( ) Never ( ) 1 – 3 times a month ( ) 4 – 6 times a month ( ) 7 – 9 times a month ( ) 10 + times a month 7. a. When you attend a concert, how often are the performers local/indie label artists? ( ) Never ( ) Sometimes ( ) Always b. When you attend a concert, how often are the performers national/major label artists? ( ) Never ( ) Sometimes ( ) Always

8. Other than concerts, what kinds of events/activities do you occasionally attend? (check all that apply) ( ) Sporting ( ) School-related ( ) Stand-upComedy ( ) Museums/Art Exhibits ( ) Movies ( ) Poetry readings ( ) Dance Performances ( ) Theatrical Productions ( ) Film Festivals ( ) Bars/Clubs 9. What genres of music do you prefer? (choose top 2 favorites) ( ) Punk/Ska ( ) Pop/Top 40 ( ) Classical ( ) Blues/Jazz ( ) Rock/Hard/Indie/Classic ( ) Urban/Rap/Hip-hop ( ) Experimental ( ) Metal ( ) Pop-punk ( ) Electronic/House ( ) Reggae ( ) Soul/R&B ( ) International ( ) Folk/Country 10.

Over the past month, where do you frequently obtain your music? (check one) ( ) Major retailers (ie. Best Buy, Virgin, etc.) ( ) Independent retailers (Record Breakers, Reckless, etc.) ( ) Online retailers (ie. Amazon, CDBaby, etc.) ( ) Digitally (ie. iTunes, Amazon, etc.) ( ) Free downloading (ie. BitTorrent, Limewire, etc.) ( ) Sharing music with friends

11. On a scale from 1 â&#x20AC;&#x201C; 5 (1 being not at all, 5 being extremely), how internet savvy do you consider yourself? 1

12. On a scale from 1 â&#x20AC;&#x201C; 5 (1 being not at all, 5 being extremely), how would you rate yourself as a die-hard Glittermouse fan?

13. Other than the music, what do you enjoy about Glittermouse performances? (List 3 elements, please be detailed) 1. 2. 3. 14.

What kinds of Glittermouse merchandise would you like to see? (Give 3 examples) 1. 2. 3.

15. Other than Glittermouse, name 3 artists/bands you frequently listen to. 1. 2. 3. 16. Please indicate 3 retailers you frequently buy apparel items from. 1. 2. 3.

Survey Results

RIAA Information

Appendix D

Press Recognition:

Reflections Press Release

LASplash Review

LASplash.com: Chicago Entertainment Glittermouse Concert Review by Michael Radtke Playing The Orphanage on November 2, 2008, Illinois’ own Glittermouse took command of the stage for an energetic, albeit short, set. Sharing a bill with The Get-Rites and Rumi, Glittermouse played a “themed set” of songs they “never play.” This included old and new material playing re-workings of some older numbers and requests from the audience. As mentioned, Glittermouse, consisting of Michael Koester (Vocals/Guitar), Jeremy Mumenthaler (Bass), David Bock (Drums), Emily Sorlie (Vocals), Shauna Eng (Vocals), Rob Vignisson (Guitar), and Jon Radtke (Effected Bass), played their set with a vigor that filled the room with excitement as audience members cheered and even danced to songs such as “Bouquet” and “Wake Up and Dream.” Performing that night as a cohesive unit, Glittermouse burned through their set with a precise fury, jumping, stomping, and dancing as they poured their hearts into their music. This was most evident during the song, “Touched,” wherein lead singer Michael Koester seemed to almost feel the words he was singing, cringing and smiling at specific lines in the song as it built itself up to its cacophonous finish.

Members of Glittermouse relax before the show.

The performance of the Band was top notch, with little in the way of poor form from any of the members. However, as is from time to time at live shows, the sound mixing was somewhat off, giving too much emphasis to the guitars, and at times completely drowning out the two backup singers as well as the lead singer himself. But, despite that niggling issue, the set was a success. It showed that Glittermouse really has the chops to take their music beyond where most bands sputter and stall on their road to fame; becoming a band thatâ&#x20AC;&#x2122;s respected as artists and not just an also-ran. Now, generally, a review of a concert would not include much of anything about the venue itself aside from a brief mention. In the case of The Orphanage, however, it would be a disservice not to write about it. Founded about five years ago, The Orphanage has become what is arguably the most unique concert venue in the city of Chicago. Located in a converted auditorium at First Trinity Community Center, The Orphanage plays host to a variety of bands and performance artists every Sunday night (and occasionally on Saturdays). The space itself has a warm â&#x20AC;&#x153;coffee houseâ&#x20AC;? kind of feel to it with tables, couches, and chairs placed facing the main stage and concert floor. Around the space are numerous works of art and decorations from a variety of artists that make the venue seem to come alive in a lush forest of color and vibrant imagery. Trees made from drum stands rise from the tops of tables with ribbons and such attached to their branches, making the eclectic collection of tables themselves works of art; blending them with the scenery. One of the many aspects of The Orphanage that sets it apart from every other concert venue in the city is the food.

Included in suggested donation for admittance, The Orphanage serves up a rotating menu of hand-made food and desserts, as well as coffee and tea. Prepared fresh by Spoon (also known as Mark), the food is arguably better than what one could buy at the store.

A sample of the design of The Orphanage.

The Orphanage was built up by a collective, including Mark, the venue’s founder, booking agent, and cook. According to Mark, the idea for the venue came when -as his own band grew out of the “bar scene”- a desire for a different kind of performance space developed. Renting the room at the community center, Mark and others built the space up with “second-hand” materials creating, little by little, a comfortable, inviting, all-ages concert venue/performing arts space that is certainly one of the best the city has to offer. For a list of upcoming Glittermouse live shows and to sample some of their music, please visit www.glittermouse.com. The Orphanage is located at 643 W. 31st St., in Chicago, ILTo learn more about The Orphanage, including a schedule of upcoming shows, please visit www.theorphanagechicago.org.

Appendix E

Lyrics: Big Bent Stand back Cause they told me that I’m gonna explode Stand back Cause I’m really good at speaking in code Stand back Cause I know where you stand and Stand back Cause of what I demand and Stand back Cause I might have another episode The doctors can’t tell me the problem I’m not so sure it can be cured Because there’s no place That’s like home So there’s no place I can go And since there’s no place That’s like home Maybe I’m better off On my own Stand up Cause I really can’t do this all alone Stand up Cause I’m not the only one throwing stones Stand up Cause you do so much sitting Stand up Cause you’ve got to be kidding Stand up I’m on fire and I can’t reach the phone The doctors tell me that I’m hopeless But hope is all I’ve got for sure Because there’s no place That’s like home So there’s no place I can go

And since there’s no place That’s like home Maybe I’m better off On my own Where I’m painting pictures Of the sun Making fools of everyone Dreaming monsters In the clouds For a chance to run around Stand up Stand back Because there’s no place That’s like home So there’s no place I can go And since there’s no place That’s like home Maybe I’m better off On my own

Wake Up and Dream Dream on Let reality die What’s so good About real life? Hold stars In the palm of your hand You tell me you can’t I say you can There’s nothing wrong With turning a lie into something that you believe Even if the whole world disagrees There’s nothing wrong

Take a chance Make believe when you can Take your own life In you own hands Realize That the truth isn’t real Ignore what they say And live what you feel There’s nothing wrong There’s nothing wrong With turning your head into somewhere that you feel safe ‘Cause the world is a dangerous place There’s nothing wrong Dream on Let imagination fly Let us all see the world Through your eyes Tell me Only mountains of lies So I can climb up And see the other side There’s nothing wrong With being awake while you dream of the perfect life And then making the world get it right There’s nothing Wrong There’s nothing

Appendix F

Forms: Nielsen SoundScan

Sponsorship American Apparel

Video Production Contracts

Appendix G

Implementations: One-Page Bio

Button Website

Photo Shoots Courtesy of Jori Schmalz

Courtesy of Christopher Catterson

Appendix H

Financial:

Musicians & Singers Continuing Education Coaching & Lessons Expense Dance Training Music - Arrangements Tapes, CDs, & Recordings Training Rents - Rehearsal Hall Tickets - Performance Audit Voice Training

Auto Travel (In miles) Audition Travel

$0 $0 Business Meetings $0 Continuing Education $5,000 Job seeking $0 Out-Of-Town Business Trips $1,500 Purchasing Job Supplies &

Materials Professional Society Meetings

$0 $0 Parking Fees & Tolls ($)

Other: ______________________

Film & Processing Website Development & Hosting

Photos - Professional Resumeâ&#x20AC;&#x2122; and Portfolio Expenses Other:_______________________

Supplies & Expenses Uniforms & Formal Wear Cleaning (uniforms/formal) Recording Studio Costs Dues - Union & Professional Gifts - Business ($25.00 maximum per person per year)

Insurance - Equipment Interest - Business Loans Strings, picks, cords, reeds, etc Instrument & Musical Supplies

$0 $0

Travel - Out of Town $0 Airfare $0 Car Rental $0 Parking $10 Apartment Rent (jobs lasting less than 1 year)

Mailing Supplies - Envelopes, etc.

$0 $10.60

Other: _______________________

Promotional Expenses Audition Tapes, Videos, CDs & DVDs Business Cards

$0 $0 $0 $0

$0 Taxi, Train, Bus & Subway $0 Lodging (do not combine with $0

meals) Meals (do not combine with lodging) Laundry and Porter Bridge & Highway Tolls

$0 Telephone Calls (including home) $0 Other_________________________ $5,000 Telephone Costs Cellular Calls $0 $0 FAX Transmissions

On-Line Services Paging Service

$0 $0 Pay Phone $120 Toll Calls $120 Other: _______________________

$0 $450 $0 $0 $0 $0 $30 $0 $0 $0

$0 $0

$0 $0 $0 $0

Meals - Business (enter 100% of cost) Photocopy - Music, etc. Postage & Office Supplies Sheet Music Publications - Trade Rents - Office, Storage, etc. Rents - Equipment, etc. Repairs â&#x20AC;&#x201C; Instruments & Equipment Secretarial & Bookkeeping Commissions - Agent/Manager

$740 $0 $0 $0 $0 $0 $0 $0

Answering Machine Personal Digital Assistants (PDAs) Audio Systems & Amplifiers Musical Instruments Pager and Recorder Software Speaker Systems

$0 Computer & Printer $0 Tools & other music supplies

Other: ________________________

Total

Equipment Purchases $0 $0 $0 $120 $0 $0 $0 $0 $75

Other: _______________________ $12,490

Total Grand Total

$686 $13,176

Appendix I

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"Steven Gillis on MySpace Music - Free Streaming MP3s, Pictures & Music Downloads." MySpace | A Place for Friends. 12 May 2009 <http://www.myspace.com/stevengillis>. "Transient Sound, Recording Studio |." Chicago Artists Resource. 12 Mar. 2009 <http://www.chicagoartistsresource.org/node/17368>. "Transient Sound Studios on MySpace Music - Free Streaming MP3s, Pictures & Music Downloads." MySpace | A Place for Friends. 12 May 2009 <http://www.myspace.com/transientsound>. The Triple Rock Social Club | Home. 2 Apr. 2009 <http://www.triplerocksocialclub.com/>. "Vijay Tellis-Nayak |." Chicago Artists Resource. 5 Apr. 2009 <http://www.chicagoartistsresource.org/node/10234>. Welcome to KVSC 88.1 FM - St. Cloud, Minnesota. 03 May 2009 <http://www.kvsc.org/>. Welcome to the Cactus Club. 02 May 2009 <http://www.cactusclubmilwaukee.com/>.