ARTIST MANAGEMENT PLAN DECEMBER 2016
TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. INTRODUCTION 3. MISSION & VISION 4. BAND BIO & HISTORY 5. MANAGEMENT BIOS 6. PRESS KIT 7. GRAPHICS & BRANDING 8. GOALS 9. SWOT ANALYSIS 10. BOOKING 11. SOCIAL MEDIA 12. INDUSTRY & AUDIENCE 13. MEDIA STRATEGY & FAN BASE DEVELOPMENT 14. TOURING PLANS 15. FINANCIALS 16. MERCHANDISE 17. VIDEO PRODUCTION 18. SONGWRITING & RECORDING 19. RELEASE PROMOTIONS 20. PARTNERS, SPONSORS & INVESTORS 21. CONCLUSION 22. MANAGEMENT REMARKS 23. APPENDIX
1 Executive Summary Kullers is Chicago’s newest three-piece alternative pop outfit, consisting of Jordan Tyler, Alex Yant and Aidan Kranz. With sounds ranging from 80’s pop to modern indie rock, Kullers’ hooks, quirks and grooves are enticing and bound to make you dance. Since the release of their self-titled debut album in May 2016, the band has been on a tireless mission to expand their fanbase and gain exposure. Kullers immediately began cultivating a following in Chicago and Milwaukee, and they have continued to broaden their circle across the US and into the UK. They have played five shows to date in the Chicago area, and are looking to begin booking gigs in other markets. Kullers’ management team is comprised of Casey Caruso, who handles management and booking, and Marley Hatfield, who is responsible for press and public relations. They decided to join forces with Kullers due to the band’s fierce passion for their craft and their dedication to its success. Since the band was in its infancy during the initial meeting period with management, it was clear that the mutual goal of both parties was to catalyze Kullers’ career. The primary objective in the first three months was to build the foundations for success, and create meaningful relationships both with those in the industry and fans of the music. Management fabricated the following management plan, which is a hybrid of a marketing and business plan. They also established and executed the following goals in the three months since working with Kullers •
Created Official Band Biography
•
Hired Photographer
•
Produced EPK & Physical One-Sheet
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Hired Videographer
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Arranged Band Interview on 88.1 WRCX Radio
•
Established Relations With Nearly 200 College Radio Stations & Music Blogs
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Coordinated Booking of Four Shows In Chicago
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Won Chicago Deli Magazine’s “Artist to Watch” Poll for the Month of October
•
Interviewed on SoundDigest.com (Appendix O)
Both management and the band hope to make 2017 a big year, by reaching more individuals, playing more gigs and generating buzz around the name “Kullers”.
2 Introduction Kullers is an alternative-pop band from Chicago with sounds ranging from 80’s pop to modern indie rock, similar to The 1975. Their debut album is out now on Spotify and iTunes. Kullers’ music, catchy hooks and live performances are engaging and very high energy. They are highly marketable to the 15-25 year old female demographic, especially in the suburban Midwest. Kullers has played Subterranean, Reggies and Beat Kitchen, among other and won October’s edition of Chicago Deli Magazine’s “Artist to Watch” poll. This management plan is meant to serve as a detailed breakdown of the band, the collective accomplishments since working with management, and a catalyst in Kullers’ career. The plan will be presented to labels in hopes of obtaining a deal. It will also be used as a tool to gather much-needed investment capital. This management plan can also be viewed by talent buyers and bands interested in touring with Kullers. Working with Kullers has already proven to be an excellent learning experience. Management has gotten more in-depth knowledge of booking, artist management, and promotion since beginning the relationship. They hope to continue building upon this understanding of the industry while enjoying the success Kullers achieves.
See Appendix A: Artist Interview Questions
3 Mission & Vision Statements Mission Kullers’ mission is to connect deeply with their audience through their music, lyrics, and live performances by engaging with fans, spreading love, and creating a positive, enjoyable experience for every individual who listens to them. Kullers aims to not only be a source of entertainment, but of inspiration due to their passion for the content they create. Despite the stresses and often-times exhausting obligations of life, Kullers continues to produce music they are passionate about. In doing this, they hope to share that enthusiasm through their music. No matter how daunting work, school, or life’s mundane responsibilities become, they hope their music can serve as a beacon for their listeners as it is for them as artists. Vision Kullers is on a quest to continue engaging listeners with their catchy hooks, unique sound, and alluring stage presence. Their enticing sound ranges from 80’s pop to modern indie rock and is bound to get you dancing. The purpose of Kullers’ music is pure enjoyment for all who listen. They plan to perpetually expand their fanbase and cultivate a genuine relationship with each member of their devoted audience. Kullers’ overall goal is to capitalize on their passion for their music by playing gigs throughout the United States and overseas. Though all three band members have established means of accumulating finances, their true passion lies in their roles as musicians. They are working towards the day when their career paths are solely driven by music, and it not only serves as a creative outlet, but as their primary means of income.
4 Band Bio & History Kullers did not have a bio prior to their initial meeting with management. They worked together to create one that is streamlined and effectively communicates their accomplishments, goals, and sound. This bio will be used primarily by talent buyers looking to book them. It will also serve the current and potential fans viewing their website and social media profiles, as well as radio stations interested in playing their music. Band Biography Kullers is Chicago’s newest three-piece alternative pop outfit, consisting of Jordan Tyler, Alex Yant and Aidan Kranz. With sounds ranging from 80’s pop to modern indie rock, Kullers’ hooks, quirks and grooves are enticing and bound to make you dance. Since the release of their self-titled debut album in May 2016, the band has been on a tireless mission to expand their fanbase and gain exposure. Kullers immediately began cultivating a following in Chicago and Milwaukee, and they have continued to broaden their circle across the US and into the UK. They have played three shows to date, but Kullers are always seeking new opportunities to perform in front of new faces and in new venues. They also just won Chicago Deli Magazine’s “Next Big Thing” Poll. History Jordan Tyler and Alex Yant have been friends since high school, and musically involved with one another for years. After studying for 2 years at Berklee College of Music in Boston, Tyler left school to focus primarily on music and Yant (University of Wisconsin at Madison alumni) soon followed. With each performance throughout the Chicagoland area, their chemistry continued to grow. Aidan Kranz, an Ohio native studying at DePaul University, found Tyler and Yant and Kullers took its full formation. Debuting their name, album and existence on May 22nd, 2016, Kullers has continued to grow and has already reached global audiences.
5 Management Bios Personal Manager & Booking Coordinator Casey Caruso has been on a lifelong pursuit of a career in the entertainment industry. She has led a national marketing campaign for a box office film, and served as the personal assistant to world-renowed actor/producer Eduardo Verastegui in Los Angeles. She then transitioned to handling artist relations and production management for a range of talent, from Taylor Swift to Metallica and beyond. Casey is currently an event operations coordinator for StubHub, a career that allowed her to move from Las Vegas to handling the Midwestern region. She is also responsible for marketing and strategy for singer/actress, Jewel. Casey is currently managing Kullers, a Chicago-based alternative pop band. To get in touch with Casey or learn more, please contact her by phone (702-427-4271) or email (CaseyCarusoMGMT@gmail.com). Press & Public Relations Marley Hatfield grew up in Kenya and has since lived in five different countries in both Europe and Southern/Eastern Africa. Living in and experiencing the various cultures of each country exposed her to a vast array of musical genres and expressions, all of which have lead to her pursue a degree in vocal performance and music business. Through GrammyU, she has volunteered at the official Chicago Grammy viewing party and had the opportunity to interview established managers, artists and producers. Her previous management experience is based off of managing her own musical career. She is currently managing Chicago based alt-pop band Kullers. For management inquires, she can be reached at marleyhatfieldmgmt@gmail.com. See Appendix B: Business Cards
6 Press Kit Kullers did not have an Electronic Press Kit or One-Sheet prior to working with management, so it was created for them. Their EPK is the go-to place for all band information. It details their biography, sound, look, booking history and contact information. It is intended to be the top resource for talent buyers interested in booking Kullers, so that they are able to easily find the information they need to make the determination. It is simple, yet effective at displaying their accomplishments and goals. Their physical one-sheet is a quick reference that outlines who they are, the music they have released, and how to get in contact with them.
EPK: www.artistecard.com/kullers See Appendix D: EPK
7 Graphics & Branding Graphics are an extremely important aspect of a bands image and become part of their identity. Logos, album covers and show posters are usually the first impressions people get of a band, so its vital that they accurately represent the music and image that the band wants to showcase. Kullers currently has a logo that they integrated into their first studio album. The logo is black and white, and features a rainbow above the band name. Although management is not one hundred percent behind the current logo, we feel that as of right now keeping the logo is not harming the bands look but we want to eventually talk about transitioning to a new design. Management felt that Kullers’ social media needed updated graphics to create a more cohesive image of the band across all their platforms, as well as album artwork for their upcoming second studio album. Graphic designer Samantha Conrad created both a banner for Kullers’ Facebook and Twitter pages, as well as the new album cover. With her previous experience designing all aspects of band graphics, she was able to work with the existing logo and create a social media banner that was simple, showcased Kullers’ first album information, and worked with their image. She created the album cover by listening to both Kullers’ old album and new material from their upcoming album, and by taking the general aesthetics of existing graphics. See Appendix C: Logo
8
Goals Below is an outline of Kullers’ 3 month, 6 month, 1 year, 3 year, and 5 year goals since working with management. Those falling under the 3 month category have since been accomplished. 3 months • • • •
•
Update promo photos (Done with Ryan Mahoney) Record single for album #2 (“Love You, Love You”) Increase social media presence by 75 (Facebook: 54 - Twitter: 31 - Instagram: 48) Book at least 1 show in a 300+ capacity venue in the Midwest (Reggies Rock Club: 400) Shoot and release first music video (Begun process- shooting delayed)
6 months • • • • • •
Be an opener on a 5-city tour Have second album finished and being released Hit 5,000 Spotify listens on “Tongue Kissing” Have radio play of “Oh Boy” and “Tongue Kissing” on college radio Single from album 2 released with air play Have 1,000 followers on Instagram
1 year • • • •
Book a run of festival dates Co-headline a 10 city tour Have airplay of singles from both albums 10,000 followers on social media (likely Instagram)
3 year goals • • • • •
Headline full length US tour Release at least one more full length record among promoting albums 1 & 2 Determine alternative release and performance ideas to keep Kullers compelling and interesting Book a run of international festivals Have at least one single playing on national radio
5 year goals • • • • •
Enhancing the 3 year goals Another album and tour More air play Extremely solid fanbase (hard to put “numbers” on it due to the constant changes in social media platforms) Be playing to crowds exceeding 5,000 people
9 SWOT Analysis
Strengths
Weaknesses
Good look Veteran musicians Good communication between band members - established relationships Social media reach is strong Core fan-base 2 potential singles from first album Relationships with other bands/venues in Chicago Band is their first priority
Limited connections with local bands Limited connections with local venues Online presence is lacking - need to be more active on Facebook and Twitter (Instagram is their strongest social media platform but still needs to be improved) Have been a band for a little less than a year Have a look/sound similar to ‘The 1975’ —> Need to develop unique image
Opportunities
Threats
Have ‘next big thing’ appeal Jordan (‘front man’) has distinct look that parallels Matty Healy from The 1975 Many small venues around the city looking for bands Have bands with similar sounds to tour/play shows with Able to reach large numbers of potential fans in their demographic
Various similar style bands in Chicago Very similar to The 1975 - extremely successful band with more exposure Chicago winters - difficult to tour Newly formed - possibility of a break up Only one album - unsure about future sound
10 Booking Kullers had played one show prior to working with management. It was a release party for their album, opening for Karma Wears White Ties and Capital Soiree at Subterranean on August 28th. Entry was $10 and it was an all-ages show. The band was still in its very early stages at that point, but they draw about 60 patrons. That was their largest show to date. Management has pitched Kullers to various industry professionals and contacted talent buyers throughout the city of Chicago in hopes of booking a show at their venue. Many responses indicated that the venue would keep Kullers’ information on file and contact management if any suitable booking opportunities arose. Four bookings, to date, have come of those contacts. The first was at Reggies Rocktober Fest on October 2, which was all ages and $10 advanced/$12 day-of. The band was contacted by the promoter, Ashley from GTS, via Facebook. Management then coordinated booking and secured Kullers on the lineup. Two weeks later on October 15, they played a 21+ show at North Bar with a $5 cover. Again, this booking opportunity arose through Facebook. After pitching to Columbia’s Booking and Presenting class, Kullers was chosen to perform at their free, end-of-semester event, Holiday Hangout on December 5th. Management was contacted via email and coordinated logistics for this event. It was an acoustic/unplugged set, which received a great crowd response. “Tongue Kissing’s” Spotify streams also increased by about 30 after that event. Most recently, Kullers played at Beat Kitchen on December 12th. They were support for Spirit Animal, and entry was $10 in advance and $12 day-of-show. This booking came of an email management sent to the venue’s talent buyer, who relayed the information to Peggy from Kickstand Productions. Management was also contacted by Brendan Joyce, the talent buyer at Reggies, in hopes of booking Kullers at one of their Mr. Blotto shows that take place on Tuesday nights. They are also interested in creating a lineup with two other bands in 2017. See Appendix G: Booking Confirmation
11 Social Media All of Kullers’ social media profiles were established prior to working with management. Upon meeting with management, the band had a Facebook page (580 likes), Twitter (467 followers), and Instagram (458 followers). All three have the @wearekullers handle. Jordan, the lead singer, has a strong following on Instagram of 8,580 followers, which drives traffic to the band profiles. The band also owns the domain wearekullers.com, which is in the process of being built. Kullers’ music gets streamed primarily through Spotify, but their YouTube channel, Soundcloud, and iTunes also receive listens. The band currently has 634 likes on Facebook, 499 followers on Twitter, and 506 on Instagram.
Kullers’ objective is to continue building their social media presence, especially the band Instagram and Facebook page. Since their demographic’s preferred platform is Instagram, that is where the focus needs to be directed. Management has been working on marketing Kullers to the individuals who are listening to similar bands by messaging them directly and asking them to check out the album. So far there has been a 40% response rate. Increasing Kullers’ Spotify streams is also crucial, especially in the eyes of radio stations and talent buyers, so management is working diligently to drive traffic there by continuously posting the album link and encouraging fans to share it. See Appendix H: Social Media Sites
12 Industry & Audience Music Industry Overview Chicago has been a major music hub in the United States for much of its history. Some of its most famous contributions to music include its innovative forms of blues that greatly influenced the future of rock and roll, and the development of house music in the city. Gospel, ’Dixieland’ jazz, punk and hip hop are also genres that have been extremely prominent in the cities musical development. Although Chicago’s music scene has not predominately centered around pop or indie music, there is a growing popularity in the city and more venues are willing to cater to that demographic. Kullers is in that small but growing scene here in Chicago and around the Midwest. There are not as many venues available to pop/indie bands and artists but there are enough that it is not difficult to find places that are willing to take them on. Much of this has to do with the popularity of all things pop-culture. There are more established alt-pop bands touring in the Midwest, which opens up more opportunities for local bands. Audience Kullers’ target demographic is the fifteen to twenty-five year old female population. This group is comprised of students/newly graduated young women who are still supported financially by their parents or are just entering the workforce. They listen to indie rock and alternative artists, like LANY, The 1975, Halsey, and Catfish and the Bottlemen. This group still purchases physical CDs and vinyl records, as well as maintaining a strong presence on online streaming sites like Spotify. They are very social media savvy, which is how they engage with Kullers. Instagram is the preferred platform, but they also use Facebook and Twitter. These girls shop at Forever 21, Urban Outfitters, H&M, Topshop, Hot Topic, NastyGal, and similar in-store and online retailers.
Though Kullers’ goal is to expand throughout the country and into the international market, their current fanbase is primarily caucasian and from the suburban Midwest. Based on their Facebook page’s analytics, the group is 70% female and 46% of them are between eighteen and twenty-four years old. Nearly all of them are from the US, particularly the Chicago suburbs or a neighboring state in the Midwest (Wisconsin, OH, etc.). There is currently a small margin from the UK, so Kullers plans to expand by targeting that fanbase overseas.
These statistics also prove true when examining the crowd at Kullers’ shows. Since they have only played shows in Chicago to date, nearly every attendee is a young female around twenty-two who traveled from the suburbs. As the band grows, we plan to conduct surveys that will allow us to properly assess the fan demographics on a deeper level. After each show, we will generate a brief online survey and ask the attendees to complete it via social media. It will take them just a few minutes, but will be extremely helpful in allowing us to gauge our market and how it is changing.
13 Media Strategy & Fan Base Development Strategy Before working with management, Kullers did not have a media strategy that had any substantial plan or action. Management reached out to multiple college radio stations around the country, mainly colleges and universities in the Midwest and with large music scenes. Some of these include Radio DePaul at DePaul University in Chicago and KRUI 89.7 FM at the University of Iowa. Reaching out to small radio stations gives Kullers music more of a chance to be played and their demographic is largely college aged students. Kullers haven’t contacted radio stations before but will be promoting their second studio album more that way. Kullers have also been featured on The Deli Magazines ‘Next Big Thing’ poll, as well as being the October featured local artist of the month. Fan Base Development Between Kullers’ target demographic and the undeniable power of social media, there is no better place to promote new music, post content and interact with fans than through Instagram, Twitter and Instagram. Management is in the process of establishing an email list, but social media has proven to be the most effective medium for fan base development thus far. One of Kullers’ main goals is to continue growing their social media presence on all platforms. The current majority of their followers/listeners are from the Midwest. This has been determined via Facebook and Spotify Analytics, which are regularly monitored for reach and expansion (Appendix L). Marketing efforts continue to be focused primarily on social media. It is an undeniably powerful medium for promotional tactics, but proves especially so with Kullers’ demographic. Their current and potential fans spend the vast majority of their time online on at least one platform. Kullers has prided themselves on connecting one-onone with all of their fans and continues to do so as their fanbase grows. They have done a significant amount of direct message marketing, which quite literally entails them contacting a potential fan, asking them to check out the album. This method has had a 40% response rate, so it will continue to be a promotional tactic so long as it
remains successful. Word of mouth has been very effective in marketing Kullers. The band has also done promotion at multiple shows within the genre that draw a similar crowd. Kullers has sold nearly 370 hard-copy CDs this way, which proves its power. Kullers prides themselves on being fully transparent with their fans. They want each of their listeners to know their crucial role in the band’s success so it is important that they always have lines of communication. Once the website is built, it will contain a message forum where fans know they can effectively voice their opinions and they be heard. Kullers also encourages interaction via social media, both publicly and privately. All profiles contain the option to either privately message the band, or publish a publicly-visible comment. As outlined in the pre-release promotion plan, Kullers looks forward to delivering not only quality content to their fans, but also exclusive giveaways. Whether it be a free pair of tickets or a merch discount promotion, Kullers aims to use these methods to encourage fans to remain involved with the band. For larger shows and releases, management would like to develop street teams in certain markets, likely beginning with Chicago and Milwaukee. These teams would be responsible for helping promote upcoming shows by postering and distributing handbills. As the fanbase grows, management will continue to implement feedback mechanisms (surveys, etc.) to determine the most lucrative markets.
14 Touring As of right now, Kullers is not prepared to go on a tour as they are focusing on establishing themselves and growing their following in Chicago. After their spring release of the second album, there is potential for a summer Midwest tour. Management felt as though a small Midwest tour could be a realistic possibility and has planned a potential tour route. The tour would be on a low budget, with the band most likely traveling in two vehicles in order to accommodate all their equipment, and staying in small motels rather than hotels. Kullers would be playing at small venues in each city and self promoting for all the shows. Show promotion would include posters and social media outreach and in person promotion around the area.
15 Financial Because Kullers was conceived less than one year ago, they have yet to incur many expenses. Jordan, the lead singer, produced the entire album and coordinated logistics on behalf of the group. This allowed them to save money by refraining from outsourcing any work. The initial purchase of CDs, pins, and stickers was funded by the band members, with the intention of making the money back on sales. Kullers purchased 1000 CDs for $675, and have been selling them for $5 each. They have sold 370 thus far, making $1,850 ($1,175 profit). The first batch of t-shirts was given to the band as a gift, but the estimated cost is $125 for production (selling at $20/each potential profit is $500). 250 pins were purchased for $100, which they sell for $1 ($250 profit if sold out). Kullers also purchased 100 stickers for $185 to distribute as a promotional material. Kullers did not document their band expenses prior to working with management. They had a rough estimate of how much they had spent, but no exact numbers. The band has traveled to Milwaukee to promote themselves at a Halsey concert, which cost them about $75 for gas. All other concert promotion to date has been in Chicago, so the CTA was the mode of transportation.
Management hiring a photographer/videographer cost the band $200. They have now implemented a system for documenting band expenses so that next year, they can be written off for taxes. An expense projection for 2017 is included in Appendix M. To summarize, the band estimates spending $2,400 on travel meals, $6,000 on hotels/lodging, $9,600 on airfare/transportation, $4,400 on auto mileage, $350 on tolls/parking, $1,100 on CDs, and $300 on social media promotion/website. All merchrelated expenses are displayed in section 12.
16 Merchandise Kullers have a variety of merchandise that they sell and advertise at shows aside from their current album. These items include t-shirts, pins and stickers. All of their merchandise was designed by them and features the bands logo, created by a friend of the band. The different merchandise items were all bought from various companies, most of them owned by friends or family of the band. The 25 t-shirts were given to the band by a friend and the price/company are unknown. Because of this, management decided to find low cost options for future merchandise. The company ‘Bands on A Budget’ is a good high quality, low cost option for t-shirts and stickers. A good option for pins would be the site ‘Make Pins’. In the future, Kullers want to branch out of the usual merchandise and make dog tags, as well as dad caps. Dog tags are practical for fans to wear and they make the band stand out a little bit because it is a unique merchandise item that has a good possibility of catching on. These would also be low cost because they would be produced by a friend of the band. The other item that Kullers hopes to have when they release their next album is a dad cap. These are extremely popular in the bands demographic so they have a high chance of selling. Logo Soft-Wear is a company they could use when they are ready to add to their current merchandise. Killers would only invest in more/new merchandise if it was in demand and may switch out their old merchandise when they release their next recording project. Cost Per Unit T-Shirts (25)
Current - free Future - $5.01
Expense
Selling Price
Potential profit
Free $125.25
$20
$500
CDs (1000)
$1.49
$675
$5
$5,000
Pins (250)
$2.50
$100
$1
$250
Stickers (100)
$0.55
$185 free promotional
N/A
Distribution & Retail Strategy Kullers currently only has one album out and is in the middle of producing their next recording project. At this point, they are not looking for any distribution companies to negotiate a deal because we want the band to focus on in-person sales in order to build a relationship with their following. Their music is currently on Spotify and iTunes, which gives them some extra exposure. Their single, “Tongue Kissing� currently has the most plays on Spotify, at just under 4,000 (See Appendix L). We plan on having their second album available for digital download and also on Spotify and iTunes. The main focus will be selling CDs at their shows. Another way Kullers promotes their music is by attending concerts of more established, similar bands, and talking to fans outside the venues.
17 Video Production Kullers is in the process of completing their first music video for their single “Love You, Love You”. Management has been working with videographer and producer Ryan Mahoney in all stages of the process. Ryan is an aspiring Talent Manager and Creative Producer. He has produced, directed, and shot a short film, wedding video, and music video. His vision and expertise have been an ideal fit for Kullers and the video will certainly reflect that. Ryan also shot the band’s latest press photos. Filming was scheduled to begin December 12th, but has been delayed one week due to the snowstorm. The basic summary of the video is that all three band members are on dates with respective females. The viewer sees each of them, giddy on their dates. You see two of the three girls, but never Jordan’s. It is then revealed that his “date” is a doll. Throughout the course of the video, the viewer sees him treating her as if she is a real woman, making his bandmates uncomfortable. The video concludes with “her” falling into a fountain and emerging as a real woman, shocking everyone. The video is being funded with revenue generated from CD sales. The projected completion of filming and editing is by January 1, 2017, with the release occurring the following week. Promotional plans focus most heavily on social media. Management plans to make the experience as personal as possible between the band and viewers, especially since this is Kullers’ first music video. Taking the time to send direct messages asking individuals to watch the video will be a key factor in increasing views. The marketing plan also relies on paid posts via Instagram and Facebook to generate traffic. Music blogs will also pay a key role in creating buzz around the video, which is why management has organized a spreadsheet containing relevant blogs and their contact information (Included in Appendix K).
18 Songwriting & Recording Writing Lead singer Jordan Tyler, is the main songwriter for Kullers. The band is composed of veteran musicians who care about the authenticity of their music. All of their music is written, recorded and produced by them. Jordan Tyler takes control of most of these processes. Kullers does not intend to write music for other artists, as they are focused on their own development right now. Their music is not officially copyrighted, but management feels it is important to do so as soon as possible and is working on getting all the material registered. Recording Project Kullers released their first album in May of this year and is currently recording and producing their second. The band is very clear on their need to be involved in every aspect of their music and lead singer Jordan Tyler has invested a lot into the equipment used to record Kullers music. Because of this, Kullers has chosen to self produce their second album as well. They are open to working with an engineer and possibly a producer in the future but are very clear about wanting to be heavily involved in every process. When it does reach the point where they need to work with a professional, which would most likely be a possibility for their third album, management feels that keeping it small and local when it comes to recording studios, engineers and producers. This is could change as Kullers success grows. Kullers hope to release their second album in the spring, with a single release early next year and like their first album, it will be full-length.
19 Release Promotions Pre-Release Promotions Since Kullers is still promoting their first, self-titled album, the focus has been gaining fans for future releases. Their promotion as of right now is mostly in person sales at their shows, bigger concerts in the city and through their social media. Once social media following increases and the official website is live, management plans to implement a subscription-based email list that grants individuals first access to new content, primarily music. Those fans will be deemed the most “loyal” to the band, so it is only suitable that they get exclusive offers as a “thank you”. Kullers will also be running pre-release promotions like entry to win complimentary tickets to a show with album pre-order, free merch with album purchase, etc. Because of Kullers’ primary demographic, college radio stations and music blogs are the top media outlets for promotion. Once the album’s first single is released, it will be sent to the database that management has established thus far (See Appendix K). It will also be updated with new prospective stations and blogs. Kullers’ live performances are a great display of not only their musical talent but their energy and passion as a group. Since most of their fans are currently based in the Midwest, management feels that it is only fitting to host a pre-release show in Chicago. This will allow the already dedicated fans to get a first glimpse at Kullers’ next venture, as well as prospective listeners. CD Release Party Once Kullers set a release date for their second album, management can start organizing a release show for the week of its release. Although the release date is not set in stone right now, we were able to plan what the show could potentially look like. There are two potential venues for the Kullers release show. Subterranean in Chicago would be a good option because Kullers have performed there before and another show would only help to grow that relationship. Another option is The Wire in Berwyn, IL. This venue is in a close suburb and could potentially draw more of the bands following because a large portion of their following and demographic is teens
from the suburbs. Tickets at both of these venues are usually around $12 for smaller bands and they provide printed tickets to all bands to sell, door sales and online ticket sale for shows. Kullers could book the show with two to three other bands, with them being the headliners. Two potential bands are Karma Wears White Ties and Friday Pilots Club, both of whom they have relationships with. They recently played at Karma Wears White Ties album release show at subterranean in August. Kullers release show would be a good opportunity to strengthen those existing relationships. At the show, Kullers would sell their CDs as well as their merchandise. Promotion for the show would be mostly through their multiple social media platforms.
20 Partners, Sponsors & Investors Partnerships with Other Artists Kullers have relationships with two similar indie-pop/indie-rock bands in Chicago, Karma Wears White Ties and Friday Pilots Club (See Appendix Q). They have played shows with both these bands and have coordinated specific shows with Karma Wears White Ties. These two relationships are extremely important to Kullers, as the benefit from working with other bands can be helpful when booking shows. These partnerships can sometimes help bands cut costs and help with show promotion. Kullers hopes to maintain these existing relationships, with ideas to potentially tour with either one of these bands. Creating new relationships and partnerships with other bands is also extremely important and is something management is trying to accomplish. Philanthropy Kullers has expressed serious interest in partnering with the Juvenile Diabetes Research Fund (website included in Appendix I). It is a cause that has affected them personally, and they would like to increase awareness and raise funds for the organization by being advocates. Management plan to pen a contract with the organization that allows them to work together in the future. Sponsorship & Investment Kullers do not currently have sponsors or investors, but are interested in finding options. As of right now, the band is not established enough to be able to commit to most sponsors requirements. This is a goal that management has for them and hopefully by the time the bands next album is out, they will be able to look more seriously at negotiating a deal. When the band feels they are ready to focus on sponsors, they are open to a variety of different sponsors ranging from clothing to liquor. Some potential partners include Journey Shoes, Urban Outfitters, AKIRA, and New Amsterdam vodka. Although they are open to different markets, they ultimately want their sponsors to have reputation that Kullers could showcase without sacrificing any part of their fan base or image.
21 Conclusion Kullers is not only comprised of three fiercely hard-working members, but they are highly marketable to the highlighted demographic. Their target market of fifteen to twenty-five year old suburban females is not only the most active on social media, including music streaming platforms like Spotify, but they are extremely loyal relating to promotion. Attending live shows and interacting with their favorite band members both online and in-person are among their top priorities. They also still purchase physical CDs and merchandise, which generates much-needed revenue for the band. The music they create and the content they distribute is lively and enticing. Whether someone is listening for the first or hundredth time, they are sure to jam along and enjoy every second of it. Kullers’ live performances bring the music to life in a fun and energetic setting, which is why touring is such a large portion of the plan. Radio play will be another key factor in the rise of Kullers and an increase in their popularity. Many of their songs are suitable for use in commercials, TV, etc., which is why management is working on getting their music licensed. The primary goal for 2017 is exposure. Kullers’ status as a “new band” grants them the freedom to expand how they see fit. For them, that means, building relationships with similar bands, booking more shows, and growing their current following in the Midwest. Then, they will spread nationwide to give themselves the ability to draw as support on a US tour, have their music, beginning with “Tongue Kissing”, played on national radio, and play festivals during the summer. The means to accomplishing these goals is through relentless promotion and unceasing passion for the work. There is no doubt that Kullers possesses the necessary qualities; it is now a matter of connecting with the right individuals who share the passion for propelling their success.
22 Management Remarks Casey Working with Kullers has helped me determine that artist management is not only a responsibility I enjoy, but a job I would pursue in the future. I’ve learned so many managerial skills that are applicable not only to jobs in the entertainment industry, but in other fields. This experience has emphasized the importance of communication and how crucial it is that everyone is on the same page. Similarly, it has stressed the undeniable importance of relationships. Whether it is with talent buyers, radio stations, or fans, the relationships you build as a manager and band will carry your success. Throughout this process I have also learned the challenges associated with growing a fanbase and gaining exposure for the band. The music industry is so heavily, if not over, saturated with talent. It is key to determine what make your band unique and makes people want to take the time to listen to their music and follow them on social media. Marley From this experience, I know that I definitely want to continue to pursue new opportunities within management as well as continuing to pursue my career as an artist. This class has given me the opportunity to experience managing an artist, other than myself, hands on while learning about the industry and although the transition from artist to manager was a tough, I enjoyed figuring out how to balance the two. I think one of the most important things I learned through managing Kullers, is that being passionate about the artist you are managing is so important. This includes not only their music but their performance, personality, work ethic and their overall vision of their art. I also realized that being new in this industry can be tough because I have yet to form relationships with people in the industry, and this is going to be a big priority for me moving forward.
23 Appendix Appendix A: Artist Interview Questions 1.
Do they belong to any unions, organizations, associations or guilds? Do they have any contracts that affect your involvement with them? They have no contracts and do not belong to any other organizations that affect our involvement with them.
2.
What assets do they have (copyrights, trademarks, ect)? They do not have to give you personal details like account numbers, serial numbers, etc. You just want to get a general sense of their assets. What debts (business/band) have they incurred? They do not have to give you personal details, just general debt facts. They do not have any assets and have not incurred any debt on behalf of the band.
3.
What do they believe are their strengths and their weaknesses as an artist? “We're fortunate enough to have many strengths. We're all friends and are very comfortable around each other, so that makes decision making very easy and everyone will always have a say. We always stay on top of each others schedules and stay in good communication. To name a weakness, sometimes our many creative influences won't exactly coincide with someone else’s while working on a song, but we're always able to move past those differences and find ways to make everyone comfortable with and stoked about what we create” - Jordan
4.
Do they have lots of friends or enemies in business? It is better to know soon than later since you may bump into some of these people (good or bad) along the way. You do not want out hear things about your client’ through the grapevine’. What other artist have they worked with? As a new band, they’re still working on building connections to industry people. Up to this point, they’ve made good connections with local promoters, venues and other bands. They do not have any “enemies”, but there are people they choose not to associate with.
5.
Have they had a manager previously? If so, what is the status of that relationship? They have never had a manager.
6.
Have they put out any records or been on tour before? Find out their past booking schedule within the last 1-3 months. Where would they like to see you book them? Their debut album is on iTunes and Spotify. Their first show was August 28th at Subterranean. Two of the three members then played an acoustic show at Evolution music. They would like to book more local shows and tour this winter with a larger band.
7.
Do they currently have: bio, photos, website, social media sites, logo, and merchandise? What are(s) do they feel would be a great advancement to furthering their career. They don't have an official bio but they can quickly put one together. They have photos and social media, as well as the domain name wearekullers.com, but they have not published anything there yet. They have a logo and physical CD's, pins and stickers. They plan to make two t-shirt designs, dog tags, and posters for now.
8.
From the artist point of view, what do they believe is their mission statement? (What does the artist offer to their audience? what is the essence of why the band/signer exist? What makes them different from any other actor or dancer out there?) “Our current mission is to gain a massive following, perform on sold out tours, and sell millions of records. We're aiming high with this band, and we believe that we have the potential to get where we want to be. Plus the music speaks for itself.� -Jordan
Appendix B: Business Cards
Appendix C: Logos & Graphics
Appendix D: EPK & Physical One Sheet
Appendix E: Booking Log
Appendix F: Talent Buyer Letter Hello ____(NAME)_____, My name is Casey Caruso and I represent Chicago-based alternative pop band, Kullers. Their sound ranges from 80’s pop to modern indie rock, similar to The 1975. Their debut, self-titled album is out now on Spotify and iTunes, but they are a relatively new band working tirelessly to expand their fanbase. Kullers’ music, quirks, catchy hooks and live performances are engaging and very high energy. They have played Subterranean, Reggies and North Bar and recently won Chicago Deli Magazine’s “Next Big Thing - Artist to Watch” poll. We are interested in being booked as a support act for any suitable shows between now and ____(DATE)____ . However, after researching, we feel that ___(SHOW)____ on __(DATE)___ is an appropriate fit for Kullers. Attached is Kullers' EPK and physical one-sheet for you to browse at your convenience.
Thank you for your consideration and I look forward to hearing from you!
Best, Casey Caruso
Kullers Management Facebook Twitter Instagram Youtube Spotify Soundcloud 702-427-4271 CaseyCarusoMGMT@gmail.com
Appendix G: Booking Confirmation
Appendix H: Social Media Sites
Appendix I: JDRF Organization
Appendix K: Music Blogs for Promotion
Appendix L: Website Analytics
Appendix M: Expense Projection – 2017
Appendix N: Merchandise Estimate (Stickers)
Appendix O: Press Chicago Deli Magazine- Local Artist of the Month
Interview on SoundDigest
Appendix P: Samantha Conrad (Graphic Designer) Resume
Appendix Q: Partnerships With Other Bands Karma Wears White Ties
Capital Soiree
Friday Pilots Club