Great Music, Great People, Great Events Publicity Pulls Them Together

By Joe Ross

only really makes it when they also put considerable effort into their image, packaging, publicity and promotion. These industry buzz words represent key concepts in the business of bluegrass. Most bands don't initially realize that it's a full-time job taking care of business. Once you have your goals and priorities straight, much behind-the-scenes work is done by publicists—folks who generate or enhance a band's image. The publicist is an integral part of an artist's team who is responsible for getting the artist placed in Karen Byrd media (print, radio, television, internet), telling their story, and helping to fashion wide array of country, Americana, their public image. While it's possible for bluegrass, and Texas musicians. Martha Martha Moore a musician to do their own publicity, it can earned the nickname "Skates" at the be a full-time job. Publicity and promo• conclusion of an Oak Ridge Boys tour in any bluegrass bands know exactly tion help you get your music heard, the late-'70s. To efficiently coordinate Mwhat they're saying with their establish credibility, gain recognition, PR in large arenas, Moore donned roller music. They convey coherent, emotive and build a professional image. Publicity skates to work the room. "I still skate a statements directly. Like good chefs, they is a very powerful tool because it not only little," she chuckles. Her current blue- deliver perfect portions of melody, lyrics, gets a band's name out to the public, but it grass clients are , Ricky and phrasing so we're fully satiated communicates what you do to all the right Skaggs, and The Roys. without feeling stuffed or underserved. people. Publicists are the people who Cash Edwards started listening to the So, are these talented bands destined to connect you. bluegrass of Robert Earl Keen's first stardom? Have they mastered the art of To further understand this pivotal band, the Front Porch Boys, when she was successful communication from artist to aspect of the music business, I contacted in graduate school at Texas A&M working listener? Far from it. Even with an four professional publicists: Martha on a master's in economics. Running excellent product, a great-sounding band Moore, Cash Edwards, Karen Byrd, and around with that group took her to Erin Scholze. While education, experi• ence, and training have all played key roles in their careers, they all agree that it's been the great music, people and events that drew them to their work and continue to excite them. While attending the University of Tennessee to study communications. Martha Moore initially landed in radio as a commercial writer, then got hired in 1977 as a publicity coordinator for ABC Dot Records (Nashville) which later became MCA Records. From 1981-'88, she headed up Mercury/PolyGram's Press & Artist Development Department which saw her working with pop, rock and R&B artists, as well as country artists. In 1988, she launched her own boutique PR Cash Edwards company and continues to work with a Erin Scholze

4S www.bhiegrnssmusic.com festivals large and small. Edwards got into tion to stay on the same path and achieve the music business when she moved to those goals. "A publicist heightens California and started as a volunteer awareness of a group and their music Allegheny publicist at the Freight & Salvage Coffee through media to the general public," House. She learned a lot from Diane emphasizes Edwards. Whether you're Rapaport's book How To Make And Sell touring far and wide or just playing at the Your Own Recording. She's done local barbecue joint once a month, publicity for , Alan Munde, publicity is essential. It helps your career. Kathy Kallick, . "I have personal relationships with all and Front Range. At present, Edwards is of my clients, and we talk often," says being hired by many Austin artists who Scholze. "I often talk with the booking play a variety of styles. agent to get a clear itinerary of shows. I Karen Byrd majored in music busi• work with management and the label or ness at Nashville's Belmont University. In band rep to organize album release details. Echoes 1982, Byrd began working as a Pennsylva• Sharing updates among the team and 16th Annual nia rep for Leon Everette's fan club. After reworking the bio are very important .to Allegheny Echoes working in Garth Brooks' management keep things fresh." office from 1991-'98 and then as vice Publicity is one aspect of the Summer Workshops president of publicity at Capitol Nashville marketing strategy tailored to fit the Marlinton. WV from 1998-2000, she started her own PR artist's strengths, music, and audience. June 24-29, 2012 firm in 2000, with Brooks as her first Typically, it's the artists with management Traditional Music client. Current clients include Dailey & (as well as record labels) that have more Vincent and Steve Wariner. Besides extensive marketing plans. "In a perfect Instruction In: Brooks, former clients include the world, an artist is surrounded with experts : Chance McCoy, Danny Arthur, Grascals, , Steep Canyon in many areas — booking, public Jim Mullins, Jake Krack. Bobby Taylor Rangers, Jimmy Fortune, Buddy Jewell, relations, management, social media and : Ben Tovvnsend, Tim Bing, MerleFest. IBMA World of Bluegrass, marketing," explains Moore. "Each team Andrew Dunlap : Judy Hudnall, CMA, and Nashville Star. member keeps ideas fresh and makes the Doug Hepler. Pat Shields, Robin Kessinger, Robert Shafer : Alan Erin Scholze calls her career path a machine work." Dutchess Hammered Dulcimer: Bob "serendipitous build up." Erin grew up in Byrd has created the publicity compo• Shank Lap Dulcimer: David O'Dell Pennsylvania and Ohio and was always nent for several marketing plans. "They're Bass: Tim Corbett Bluegrass Banjo: known for a good party. At Ohio State essential because they put goals and Dan Wilson Bluegrass Guitar: TBA University, she studied cultural anthro• strategies in writing. Plans provide a road : Charlie Walden pology, as well as the "way that people map for what you're trying to achieve." : Brandon Shuping celebrate and form bonds." After college, They also allow you to monitor accom• Vocals: Pat Plunkett and Val Mindel plishments and track progress. Cash Scholze moved to Asheville, N.C., and Creative Writing: Sherrell Wigal traveled to any festival that had her Edwards says that all of her artists have Appalachian Masters: Richard Hefner. favorite acts. Who knew that she would marketing plans. Mike Bing. John Blisard, Pam Lund, later work with some of them! Besides Scholze admits that some younger Charlie Loudermilk, Junior Spencer, Jim roots music "from the mountains or the bands don't have such plans, but they work Minick swamp," she's also still into the newgrassy together to find creative ways to get their festivals that have a "bit of a mix and are name out, stay focused, and accomplish smaller and more intimate with the goals. "Finding a good story angle, and backstage pickin." After working several relating the facts without fluff are some of m POCAHONTAS jobs, Erin decided to focus solely on the best PR techniques," declares Scholze. publicity and events as her career. Besides The primary responsibility still falls West Virginia education, she credits her friends, upon the artist's shoulders. Edwards Nature's Mountain Playground mentors, street credentials, and on-the- reminds us that all successful publicity is Class size limited to 10 students. job training for her success. Some clients still totally dependent on the artist to For a free catalog and info: include Donna the Buffalo, & create and maintain a career. "I don't Natural Bridge, Acoustic Syndicate, Tara create. The artist creates. I network. I let email: [email protected] Nevins, Galen Kipar Project, Dehlia Low, the world know about it. If the artist is not [email protected] Big Daddy Bluegrass Band, Mad Tea creating. I have nothing to talk about. To be [email protected] Party, Sanders-Cardine-Pond. and successful, artists simply need beautiful write: Allegheny Echoes Jonathan Scales Fourchestra. music and a dynamic stage performance." Rt. 2 Box 128M Publicists play an important role on A publicity campaign doesn't need to Marlinton. WV 24954 the team with artists, agents, and be elaborate to be effective, but the managers. Goals and strategies are consensus is that any and all media phone: (304)799-7121 developed collaboratively, and then team available should be used to spread website: www.alleghenyechoes.com members maintain constant communica• information. "That includes print, online. radio and TV," says Moore who ap• in an e-mail. I also use MyEmma for pref s media, but I can't say that I rely on any proaches each differently, according to release distribution, which makes it eas;. specific research," says Moore. It's her relationship with the outlet. "It's to update and monitor my contacts. crea:e helpful to read several LISTSERVs, essential for a band to have a web groups that appropriately segment my magazines, social media sites, and attend presence. My clients utilize all the social audience, and disseminate information workshops, conferences and use google media they can. They are on interactive quickly and accurately." For a web>::e. alerts. Publicists gauge interest in what websites, Twitter, Facebook, Reverbnation, Scholze suggests that an artist can make i people seem to like by monitoring YouTube and AirPlay Direct." Some wordpress blog for free if they cannot Facebook and Twitter, as well as talking artists hire someone to help, but that can afford something fancy. She also suggests with others about their experiences. be expensive. Doing it yourself can be offering free downloads through sites like The four professional publicists have time consuming. "A flip cam and good SoundCloud or CD Baby, as well as good advice for artists who contemplate digital camera are good investments," getting on ArtistData or a similar Internet becoming their own publicists. "Develop suggests Moore. "Their own website is the location to sync up tour dates across the relationships with local media," suggests place to go for correct and approved various sites. Moore. "It's the best way to get their press facts," says Edwards. "Facebook is fun and Every good carpenter or mechimc kits started. But the two investments I user friendly with dynamics that let you must have a good set of tools. The same is highly recommend are: the bio needs to be invite and share. A YouTube channel of true for the publicist whose tools include written by a professional bio writer or your own with clips of live shows is band name, logo, photo, product, promo• journalist, and photos need to shot by a easy...Twitter if you're into that." tional material, talking points, press kit, good photographer. Artists can certainly New technology has certainly changed news releases, and reviews. What specific develop media relationships if they take the way that publicists do their jobs and products do publicists need from a band or the time, but it takes years to cultivate a has transformed the world of public label to succeed? Karen Byrd empr.is:zes solid media list. I still work at it every relations. Isn't it great that we're not the most important ingredients in the day." stuffing envelopes anymore, and phone recipe for success: talent and drive! "In the Karen Byrd agrees. "Publicity is a time has decreased considerably? We're band, I must have a product I believe in." full-time job that belongs to someone now seeing a more level playing field for she stresses. with experience, contacts, and the time to developing acts. Moore adds, "The speed Basic public relations assets are a do it. As an artist, if you try to handle all of of information and artwork delivery is a well-written bio, several high resolution the business aspects of your career by real plus. Just in the past year, newspaper interesting JPEG photos, a personal fact yourself, you won't have time to focus on deadlines have shortened to as little as and career highlight sheet and a song-by- creating great music!" Cash Edwards one-two days before print date which song for any CD being promoted. Clearly submits that artists could handle their own often allows me to get more coverage. defined budgets for marketing, advertis• publicity if they set aside two four-hour Many online editors will post videos and ing and promotion are appreciated. Byrd periods each week to do publicity, even electronic press kits (EPKs). They adds. "It's crucial for me to have booking and office work. Scholze says need content, and if you have a compelling promotional video, too. I need access to you'll need to plan on spending a lot of story, it's a win-win." tour schedules and a calendar for the artist time on the computer and doing research. For that reason, Scholze continually where I can directly place the interviews "You need to be thorough," she explains. uses social networks to meet new people, I've arranged. An open line of communi• "But, the main number one is to be nice and as well as spread the word about artists and cation is essential. From the label. I need make friends. You just never know who shows. "Gmail documents are also very an ample number of promotional CDs." you are talking to." useful," she says. "They format things New album releases and tours present Martha Moore loves her job. "I've had easier for plugging text into an e-mail. their own unique challenges. "Each CD the pleasure of working every day with You can make copies and then just change project I work is unique." reflects Moore. truly talented and creative artists for over necessary details. I also like to get on the "The strategy is to find the best way to three decades. It's the best job in the audio archives after shows and post to new maximize exposure while working within world!" Karen Byrd enjoys being a part of ones shortly after they're up. I check media deadlines. A combination of e-mail a team and seeing the results of hard work. YouTube a lot for new fan videos to post blasts, press releases. EPKs. advance She reflects, "I like the fact that no two on social networks." mail-outs to long-'.eii publications, days are ever the same." interviews, special promotions, postcards Byrd submits. "Obviously, the Internet As all the elements of marketing and compilations r.r.e all worked." has become a dynamic, immediate way of music fall into place, you'll observe a Edwards approach is to figure out the sharing information. It"s also an arena common denominator that drives all music and area being :; -red. write a press where more doors open with fewer success. It's the publicity that comes from release, send it out widely by e-mail blast gatekeepers. Often the information posted having good time management, organiza• (and MyEmma.com i. written to a targeted is exactly that which you have provided. tion, creativity, communication, and market with the CD. Then she stans For me, having a current online press kit is business acumen (all without over-the- contacting the media. an excellent tool for the media. The use of top "shameless self-promotion"). By e-mail and the Internet has made life as a To varying degrees, music publicists wisely using all available resources and publicist much easier! I can save tons on track and analyze market research. "I try to staying within budget, a successful postage by either uploading information stay knowledgei^e on trends in the m_i.; publicity campaign results in much to be for media or sending necessary materials industry, particularly changing social gained. Moore adds that a successful

www. bluegrass m usic. com BLUEGRASS UNLIMITED JANUARY 2012 publicist also needs "energy, persistence, can't take things personally. Introduce Edwards also loves bluegrass in its patience and an honest belief in the clients yourself and talk to a lot of people. Keep many forms. "I was so lucky to see Bill and projects you work with," while Byrd track of who they are and what they do. Monroe, Jimmy Martin, Mac Wiseman, emphasizes the need for "people skills, Write with brevity without being super Chubby Wise, and so many who created organization, a sense of humor, and a thick fluffy. Find good story angles. Keep dates this American music. I love the West skin!" Edwards adds, "Persistence and a and clients organized. Keep up with Coasters that started a new 'grass of music happy frame of mind seem to be helpful interviews and shows." based on one culture in America that attributes." Scholze summarizes, "You Because we expect bluegrass artists journeyed to another. Lines have become to be somewhat humble, modest and self- rather blurred." www.bluegrassploneteorth.com effacing, the topic of "shameless self- Scholze recommends we get outside promotion" is worth mention. "Part of of the box with how people think of Bluegrass W&JMm country 24/7 jj 24/7 social networking is being social," states . "It doesn't always have to Scholze. "Please don't always talk about have a certain traditional sound. Some chatroom available National & International Host yourself. Show interest in others." artists have gotten really progressive. TOP 30 BGU PLAYED DAILY "And at some point," opines Edwards, Expect to see it all over the place and fused "the artist has to realize that more practice into other styles." If you'd like to become GRANGER PUBLICATIONS will serve them better than anything else. a working publicist, Scholze proposes that Publishers of tint pick guitar materials One of my mottos is 'If you have time to you work with people whose music you for over 30 years, including: complain, then you have time to prac• genuinely love. Work with an artist • Granger's Fiddle Tunes for Guitar tice.'" because you like them. • The 7-CD companion set for GFTFG • Twin Picking, the 1978 classic flat pick album Each of the publicists have their own Byrd recommends you take a look at recorded with Dudley Murphy personal optimistic visions for the future the artists you respect and admire, and find • Solo Plectrum, a new solo Hat pick album and productive growth of bluegrass. "I out who's doing their publicity. Then, try by Adam Granger love the way the genre embraces so many to work out an arrangement where you can • The Powdermilk Biscuit Band, reissue of a 1977 album by the first Prairie Home 'colors of blue,' from the new progressive intern or work for that person. There's no Companion house band acts to the tried and true traditionalists," substitute for experience. Go into each • Mr and Mrs Jones, original songs offers Moore. "If it continues down this job situation with a great attitude and a by Adam Granger path, it will continue to grow. Using the willingness to work and learn. Work with Call for a product flyer and prices. Internet, cross-genre recording and tour• integrity. 1-800-575-4402 ing will also play a big part in its future." From my own seat as a journalist, publicity assistance is also a great way to help others out. If you're a decent communicator who enjoys music, why not adopt a few bands, take them under your wing, and heighten awareness about them? You can be part of their extended team by telling their story, enhancing their image, building hype through social networks, and creating some buzz about their music. Mark Twain once said, "Eighty percent of life is showing up." With that other twenty percent, you can make a difference helping others. And if you're a musician, don't overlook the importance of public• ity! A professional publicist is certainly a great way to go, and they can do immediate things for your music career that you can't. With that essential person on your team, you can concentrate on your music while also staying focused on your marketing goals. Great music, great people, and great events will be the result. Visit our site for new lower prices and specials! www.blinddogstudios.com Joe Ross, music journalist, folklorist, musician from 800-970-2364 Roseburg, Oreg.. has publicized and reviewed Blind Dog Studios others' work for decades. He created and moderates www.blinddogstudios.com 6211 Perrin Drive NWBluegrass on Yahoo! to publicize events in that [email protected] Crestwood, Ky. 40014 region.

52 www. bluegrassm usic. com BLUEGRASS UNLIMITED