Game on Talent Agents: More Than a Bargain
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September 19 2016, Issue 517 Talent Agents: More Than A Bargain Tom Cruise immortalized sports agents – if not talent agents of all kinds – when he garishly repeated his client’s demand to “Show me the money!” in Jerry Maguire 20 years ago. Securing premium compensation is a big part of the job for radio’s talent agents, though today there’s much more at play than money. Pulling back the curtain on one of the more mysterious aspects of the industry, Country Aircheck caught up with three leading agents to find out exactly what they do, how their profession has changed in recent years and Paul Anderson who should consider their services. Minding Your Business: Talent agents, simply, are in the business of you. “We manage our clients’ radio careers, find employment opportunities, negotiate their contracts and help build their brands,” The Weiss Agency’s Eric Weiss summarizes. Show Into The Big D: Cumulus’ America’s Morning Show visit “We make sure our clients are known by Detroit to take in the Lions vs. Titans game and hang with decision-makers throughout the industry, Glenn WDRQ staffers. Pictured are (l-r) AMS’ Ty Bentli and Kelly increase their overall exposure and help Goldstein Ford, the station’s Robby Bridges, AMS’ Chuck Wicks and ‘DRQ’s Renee Vitale. them navigate the business side of radio so they can concentrate on the creative.” “What people sometimes forget is that it is a business,” adds Game On No. 1 songs, multi-platinum albums, sold-out tours ... Workhouse Media’s Paul Anderson. “If the talent is the CEO, and video game placement? Electronic Arts (EA) Worldwide we’re the chief operating officers. It’s not just an employer hiring Executive/Pres. Of Music Steve Schnur discusses how video the talent to do a job. And if you run your business that way, that’s games are widening artist exposure, breaking new artists and likely how you’re going to be treated. (continued on page 9) even breaking down genre walls. ©2016 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] September 19, 2016 Page 3 Schnur has been with EA for 15 years (and is also a Sea Gayle his band play it. He hears those songs every day. The second Madden Music writer), but before that he worked in programming in the early 17 came out, I got a call from Jason Aldean’s manager saying, ‘Hey, days of MTV and held promotion and A&R posts at labels including can you please send games for the guys on the bus? They all want to Elektra, Chrysalis, Capitol and Arista/Nashville. hear the song in the game.’ What a huge compliment, that it means so While gaming soundtracks have typically been much to an artist to be in it. Artists are the closest connection to their own rock and hip hop-heavy, Schnur has wanted to fans. They know that’s what their fans do – they play video games.” give country a bigger placement for years. The reach goes beyond sports. Schnur recounts a story about “I love country music,” he says. “It’s in my Lady Antebellum being featured in The Sims, a game in which the blood, so it’s a personal thing for me. Many characters have their own language. “When ‘Need You Now’ first people outside of country think of it as being a came out, Lady Antebellum re-recorded it in Simlish,” he says. female 35+ format, when in fact, it’s absolutely “They’ve come up to me several times since over the years, saying opposite. I find it to be young, hip and edgy – people still request, ‘Can you sing it in Simlish this time?’” and that parallels the gaming audience. It’s very Steve Schnur Schnur starts programming songs for his games well over a different than when Pam Tillis and Alan Jackson ruled the airwaves. year in advance, looking at a thousands songs before narrowing The last time I went to a Brantley Gilbert or Florida Georgia Line down to the final 40 or 50. “We really want something that ends show, I guarantee you the large majority of that audience have up on the radio,” he says, “something that ends up winning picked up an Xbox or PS4 in their recent past.” awards, something mainstream.” Among EA’s titles are Madden NFL, Fifa and The Sims. Madden And many times, something country. “I don’t program country for NFL 17 launched Aug. 23 and its soundtrack included Blake the sake of it being country,” he says. “I program the songs I think are Shelton’s “Straight Outta Cold Beer,” Brantley Gilbert’s “It’s About going to matter in the year ahead. Or at the very least, can matter if To Get Dirty,” Jason Aldean’s “Lights Come On,” High Valley’s we give them the right avenue of exposure. We have to feel in our gut “Young Forever” and Cale Dodds’ “Acting Our Age” – alongside that it’s a song that will stick with that gamer for a long time. titles by Lil Wayne, Fitz and the Tantrums and Flo Rida. [Listen here.] “If you mention the genre of country to people who like rock Joy Stick: “I’m going to tell you what I’m not looking for,” says and hip hop, they turn their nose up,” he adds. “But if you put a Schnur of potential pitches. “I’m not looking for songs about gaming. Brantley Gilbert song next to a hip hop song in Madden, all of a If I had a dime for every major hip hop or rock or sometimes country sudden it becomes cool. And they forget there’s a genre attached artist who has pitched me songs about PS4 buttons, I’d have a lot to it. That’s what I hope to do here. I hope to break a few artists of dimes. [And] it’s not necessarily fast tempo. It can be mid-tempo, and pull down more of those barriers.” –Wendy Newcomer but has to deliver an emotional feeling. You’re getting ready to go on the field and take on the Rams and Patriots. So it has to feel like it’s something that could end up in an NFL trailer or a film about football. Chart Chat “I’m also looking for songs that are new and fresh,” he adds. “And Congrats to Dierks Bentley, Royce with the audience we can deliver – which is estimated to be over a Risser, Bobby Young, David Friedman billion impressions for every song in a Fifa or Madden game – that and the whole Capitol crew on scoring certainly helps build a significant familiarity.” this week’s No. 1 with “Different For Girls.” Schnur says many times he’s witnessed the effects of including a The song, which also features Elle King, has rock or hip hop song in Madden six months before its radio add date. recently been certified Gold by theRIAA . And “By the time KROQ/Los Angeles got it, the PD would call me and say, kudos to Young and the team on notching 51 ‘It’s testing 90% familiar and we haven’t even played it yet.’ So we adds for Jon Pardi’s “Dirt On My Boots,” Dierks Bentley can be great partners with radio in that regard, because like it or not, topping this week’s board. people who listen to the radio are also playing video games.” Electronics Express: In the country realm, Schnur says former Clemson University footballer Lee Brice and Brantley Gilbert are perfect News & Notes examples of artists who dream of Madden stardom. “Lee’s played R&J Broadcasting has agreed to buy eight stations from Red Madden forever,” he says. “That was one of his goals. And Brantley and Rock, including Classic Country KKIN/Aitkin, MN and KSDM/ International Falls, MN. The deal is pending FCC approval. ©2016 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] September 19, 2016 Page 5 Songwriter JT Harding has signed a worldwide co-publishing MY TUNES: MUSIC THAT SHAPED MY LIFE deal with Warner/Chappell and This Music. Warner Bros./WAR’s The Last The inaugural Ray Stevens Charity Golf Tournament will be Bandoleros discuss their most held Oct. 7-8 at Temple Hills Country Club in Franklin, TN. GIFT influential music: (Giving In Faith Together), Augie’s Quest and the ClubCorp 1. Texas Tornados: (Jerry Employee Partners Care Foundation will benefit. Fuentes) Their accordion player, Blake Shelton will headline the 2017 Carolina Kickoff Concert Flaco Jiménez, played on our at East Carolina University in Greenville, NC. Details here. album and played with Diego’s The Country Music Hall of Fame And Museum will celebrate dad (Emilio) for years. They are the opening of Charlie Daniels: Million Mile Reflections with a The Last the root of what we’re doing. performance by Daniels Oct. 29. Watch it live here. Bandoleros 2. Tom Petty: (Diego Navaira) Gary Morris has signed with Webster Public Relations. Petty’s production inspired how Jerry produced “Where Do CMA presented Gord Bamford with the Jeff Walker Global You Go.” (Derek James) And his songwriting is gorgeous. Artist Award and Paul McGuire with the International Country 3. The Beatles: (DJ) We’re all lead singers and love vocal Broadcaster Award at last week’s CCMA Gala Dinner and Awards harmonies. They’re a huge inspiration. (DN) You don’t even in London, Ontario. need a description for this one.