What are musicians looking for today?

For those who are serious about a career in music, they may tell you they would like to have some sort of security. But if asked what that might look like, they will probably tell you they have no idea. Why? Maybe because there has never been “security” in the music industry! It has always been a dog-eat-dog world. If they are honest with you, musicians may confess that in order to be successful it may require them to be creative, to diversify their income and be proactive. If they wait for something to happen, for that big break in their career, most likely they will be waiting for a very long time.

In an interview with Jeremy Gantz, contributing editor with In These Times magazine, Makaya McCraven was asked if the record industry’s collapse had an impacted on his career.

“I've never had a livelihood that was based off of record sales — the only people who made lots of money off of records were selling huge numbers. But one of the things I see in the music industry now is the gap between the haves and the have-nots, and the disappearing middle class of musicians. These days, big labels put a lot of money into promoting big-name artists whom they know will sell. In doing so, they've taken more and more money out of artist development. So you have fewer mid-level artists who are signed and making a living. 

We've seen a lot of industries for working musicians disappear. The advertising industry once provided a lot of work for musicians. Now ad songs can be easily done by one person at a computer.

And then you see, with regular local gigs, that the pay scale hasn't changed in 30 years. These older guys, they used to make good money playing a jingle in the studio before going to play a club gig that night. They got paid the same rate that I’m getting paid to play. So you can see how tough it can be — the cost of living has changed.

Probably the most significant observation McCraven shared was his belief of what he needs to do in order to be successful — words of wisdom which perhaps should become “The Musician’s Mantra” by which all artists acknowledge and adopt: “…if you’re constantly trying to create opportunities for yourself, it’s very possible to have a career in music.”

McCraven went on to say “You don’t even necessarily have to be that great, unfortunately, if you’ve got good business skills. There are two sides to it, for me. One is: what am I doing as an artist? Am I creating my own product to sell, to become known and draw people to my shows? The other important side is becoming known by other musicians as someone who’s reliable, as someone who can play the music well and show up on time — you want to be professional and to not cause any rifts.”

If I may, there just might be a third side which is being overlooked by many artists which could make all the difference in the world… especially in today’s economy and that is, “how do I make a difference for my fans, my audience, everyone I with whom I am associated with?” We know there have been many success stories of entrepreneurs becoming successful by their providing something no one else has… by making one’s life better either in a product or service. This after all is Capitalism, or Free Enterprise is all about. Could this also be applied to music? Well, that is what the dedicated team behind Conquer Entertainment believe. Could this be the wave of the future? Could others see it as well? Then I met Jermaine Purifory.

When I was first introduced to Jermaine and began listening to his music, I was profoundly moved by the quality of his sound. Now I am no music aficionado by any stretch of the imagination, but I know what my ears like… and they were keenly focusing on the quality of this young artist sound. I am actually blessed in being associated with two very talented artists. Melion has a quality that is actually quite unique along with having what I would like to call stage charisma, the ability to really move his audience and boy does he ever move them. It was during my interview with Jermaine that he confirmed what I was hoping would become the wave of the future. Jermaine had actually sought out Conquer Entertainment because he saw the opportunity from the eyes of an entrepreneur as well as an artist for he was implementing “The Musicians Mantra” if you’re constantly trying to create opportunities for yourself, it’s very possible to have a career in music.

During the interview he said he had been searching for ways in which to “expand far beyond what we have available to us now”. Come to find out, Jermaine was referring to finding opportunities where musicians could monetize their craft, their love of music, and to afford creating a profitable and long lasting career. It was a memorable interview, one I only wish I would have recorded so I could listen over and over.

Here was an artist who was very proactive in moving his career forward, but just how proactive I could not have known until he was to join us at the 2015 ma World Conference in Miami, Florida. He was all set and ready to go when he receive an unbelievable surprise in that Jermaine had won the first Hilton Rock Star Contest in which contestants submitted a video of themselves performing an original vocal or instrumental song. Jermaine was notified that he was the recipient of a four-day, all-expenses-paid trip to the Grammy Awards for two, including airfare and hotel, plus seats at the Grammy Awards on Feb. 8 and access to the official after-party. You just can’t make this up folks... Jermaine would miss out on the greatest Event in Market America history, but he would not be missing out on a once in a lifetime opportunity — an all expense paid VIP trip to the Grammys.

Susan Pierce from In Life Entertainment posted Jermaine’s story “Cleveland resident's original song wins him trip to Grammys”, sharing a very impressive element of Jermaine’s character which helps us in understanding what exactly contributes to his success…

“Jermaine Purifory has spent the last decade building a name for himself. Local audiences first heard him sing when he was a student at Lee University and a soloist with Voices of Lee, the a cappella group featured on NBC's "Sing-Off." His voice and stage presence made him a favorite with audiences at the Chattanooga Theatre Center, where he won Miss Annie Awards, which honor the best in the center's performances.”

It is a great story, one which everyone should have a chance to read. Talent comes from so many different forms, and it is really a great story just how he happen to learn about the contest (the very last day to enter) and what he had to do in order to submit for the contest. Nothing fancy, no studio, no expensive equipment, no manager, no producer, nothing but “true grit” in order to get er done as Larry the Cable Guy would say. I mean really, playing a track of your music and singing into a cell phone… and win? Now that is awesome talent!

So what’s next with Jermaine? Jermaine has got some great ideas and plans ahead with Conquer Entertainment — helping artists is only one small part of his strategic planning in moving not just his career forward, but creating a better experience for fans and consumers alike.

Again, I just cannot over emphasize just how much of a pleasure it is in working with such a stellar and dedicated group of professionals behind the scenes at Conquer Entertainment — for their talent, vision, and Amanda Ridinger's belief in her dream to help change an industry that has been screaming for help. It is their hard work and dedication that talent like Jermaine can find and partner with in order to make a huge difference in their lives. What a pleasure it is going to be working with Jermaine Purifory and artists like him Keep your eyes open for Jermaine certainly has all the makings of becoming another legend in music industry. You just never know what will happen when a musician finds what he or she is looking for.

Conquering Miami - Bringing The Right Tools to maWC2015

For years experts in the Music Industry have been discussing changes that are needed in their industry, expressing how the music industry is dying, nobody buys music anymore, and how something needs to be done – all agreeing the industry needs to be saved. There has been ample discussion on the problem and many have come up with ideas however all they have been are ideas… it appears not much in actual action has been taking place. It truly has been a difficult challenge to say the least, and one which appears to be problematical even for experts to think outside the box. In an article by Brad Haugen, CMO of SB Projects and chairman of Pencils of Promise, entitled Data Will Save Music, he just may have come close in peeking outside the box from a very accurate perspective “… we are in the business of music, and it’s time to turn around and look at what other industries thrive on: science (more specifically, data).” And where have you heard that before? Brad certainly brings up another excellent point:

Great artistry thrives on innovation, and innovation is often built on the back of information. In the landscape today, so many of the parties at the table don’t share information often enough. You have agents, labels, managers, artists, retailers and distributors, merchandise companies, promoters, licensees and the list goes on. That doesn't even include social platforms that only give us a small percentage of the data they have.

His article was quite interesting but the message continues to always focus on one point, music. OK, so he makes a great point: “collaboration and opening the floodgates of information would change everything”, but change what? How does that increase an artist’s income? Brad never touches on that, his only point was in using data to make informed decisions which hits the target dead center. The question is, make informed decisions to do what? His final though was

The music industry gets a bad rep because people think it lacks sophistication. I think it just lacks tools. Some of the smartest and most creative people in the world work in music. If we gave them the right weapons, I’d head to the frontier with them any day of the week.

Think what Brad might say should he hear about what happened in Miami earlier this month.

Wow… I was on the right track, but in the wrong station.

Which brings us to, as Brad would say, “The right weapon”. Yep, Conquer Entertainment did it. It was the best ever appearance at any of Market America’s major events after coming onto the stage (pardon the pun) just a few short years ago. It has been an amazing story of foresight, dedication, and “staying the course”. So what's so different? What Changed? There is a new paradigm shift taking place in the Music Industry – and it is not actually being spearheaded by those with whom one might think would be well equipped to make that shift. Rather it is the results of Conquer Entertainment, a division of Market America, which created and implemented the paradigm shift that is changing the music industry into a profitable and honorable profession. Conquer Entertainment has proven just how to think outside the box and bring an arsenal of great weapons to rejuvenate the music industry, and all who are in it. And that’s exciting... JR Ridinger certainly thinks it's exciting!

Artists + Fans + Shopping Annuity = Financial Success
Lifestyle Marketing = Residual Income - "It's a New Wave"

So how does it rejuvenate the entire industry? Well to start with, all the stars and planets have lined up perfectly, creating an explosion of unparalleled magnitude. An eruption of creativity, application, and implementation at a level never before experienced in any industry – all at the same time! What is impressive is how little attention this new division received by the industry. Why? Well first of all, Market America built their success on integrity and reliability with no hype – how else can one explain consecutive quarters of growth since opening their doors in 1992. Market America is a humble and reserved company which has made it the best kept secret for years, but that is about to come to an end. More importantly Market America has always believed it best to put concepts and ideas through the acid test, ensure the product or theory actually performs to the level of expectations, and since Conquer Entertainment was being built upon a brand new platform with a revolutionary concept and an idea whose time has come, they had to make sure it was going to perform. However, Conquer Entertainment was never part of the original plan. For such an incredible change to occur, from any company’s perspective, there has to be an incredible set of dynamics in place. One thing can certainly be said about Market America, they provide the perfect environment for growing ideas.

Over the years, JR Ridinger, founder of Market America, has focused on bringing his vision to fruition and this year it all finally came together which started a few years ago with the implementation of the Shopping Annuity. What was not expected was JR’s daughter Amanda would come up with a brilliant idea that would bring even more value to the Shopping Annuity concept, not only for UnFranchise owners and Customers, but to Musicians, their Fans and even their Service Providers such a Studios, Producers, Managers, Labels and the list goes on and on. And it was the combination of Amanda’s vision and JR’s business acumen that a team of stellar designers and developers were pulled together by Mr. Jorgen Bailey, an artist himself with over 15 years of hardcore experience in the music industry as well as a background in providing solutions, to build the new GetConquer.com Platform. In less than a year, Jorgen put together the first of its kind social and streaming technology allowing Design Agility and Lifestyle Merchandizing to be seamlessly integrated - that is what will create financial stability and growth in the music industry which, after all, is actually comprised of MUSICIANS. The focus has been, and will always be, on the musician. That's the paradigm shift!

From the moment Amanda Ridinger and her Conquer Team Marched onto the stage at 2015 World Conference in Miami, we all saw there was something different, something new was about to happen. But it wasn't just those of us in the Conquer Entertainment that saw it, every UnFranchise Owner present saw it as well. We Came, We Saw, and We Conquered - We Are Conquer Entertainment!

Brad Haugen was correct when he said “Music is still among the most consumed and in-demand content.” and “Numbers – data – can help make informed decisions… The music industry gets a bad rep because people think it lacks sophistication. I think it just lacks tools.” So what do you think? Did Market America and Conquer Entertainment create the best set of tools for the Music Industry, and for all UnFranchise owners? I believe that was proven @ #ConquerMiami - a hit at #mawc2015. #GetConuqer. 

BELIEF - The Strongest Emotion We Have!

It was a special and memorable 30 minutes with an icon! Fat Joe’s story about why - why he decided to become part of an incredible forward thinking business. He was already successful as a "gangster rapper" so why... why change? Could it be he saw his future had to change? It is often said we are who we surround ourselves with. Surround yourself with successful entrepreneurs, successful and positive people, moral and supportive role models - what else could we possibly expect!

It was just a little over a year ago that Fat Joe was sitting in a jail literally across from where we were this past weekend at the American Airline Arena in Miami, Florida. Every night he would read the same book over, and over, and over again, and when asked by Chef Jr. who was also in jail why read the same book so much, Fat Joe responded with a very interesting answer, including this statement which everyone should heed:

“It’s my understanding, if you do the same thing over and over again, you can’t expect a different outcome.”

Fat Joe changed his life… and it was all as a result of one word…”Believe”.

“…from a kid from the Bronx, from the projects, to make something out of nothing, I gotta believe in myself. Nobody believes in me, more than me!”

Probably the best part of his talk was about addiction. Not addiction of food, not the addiction of drugs, not the addiction of alcohol, but the addiction of doubt. This was without question one of the most powerful and moving presentation in front of over 20,000 people this past weekend.

But his Belief came from a story that is sure to tug at your heart... and it was about his mother.

I am sharing this story from our 2015 World Conference in Miami because of the enormous impact it had on so many. It was inspirational to say the least. Belief is the most powerful emotion we have without it we could never make positive changes to our lives.

Listen to Fat Joe’s full story… it will be the best thing you can do for yourself… regardless what business you are in, regardless what venture you've started… “Especially” if you are a musician. Joseph Antonio Cartagena's story will put new life into whatever you do... so long as you BELIEVE in yourself, BELIEVE in what you are doing and just as important, BELIEVE in others with whom you surround yourself with.

Conquer Entertainment is proud to have this very inspirational team member supporting, building, and developing artists and entrepreneurs. Fat Joe has become an exceptional Role Model which everyone can be proud to know, and to learn from. Thanks Joe!

When Everything Goes Wrong! What do you do?

I do not know of a single person who can “honestly” say they have never suffered defeat or setbacks… struggled at some time or have had one of those days when they just wanted to give up. Ever had one of those days?

I remember working with a group of fellow entrepreneurs in a workshop designed to help each other stay focused and on point in our business and to meet timelines and tasks each week for a period of 6 weeks.

On the 5th week I got sidetracked and lost not only focus, but momentum. I don’t believe I am the only one who has ever had this challenge. As hard as it may be sometimes, I refuse to succumb to the use of the word “Problem”.  Problems are often seen as “difficult situations” which many people struggle with in finding solutions for where as a “Challenge” can be seen as an “invitation to compete” - a contest or a dare to do something regardless to the level of difficulty however, it takes the “DESIRE” to change. A problem can, and often does, create stagnation where a challenge stirs imagination. However, it doesn't happen instantaneously or overnight, and it requires us to identify his or her desire to make the change. It takes an honest evaluation of one’s self and their “WHY”.

It is amazing just how one thing can lead to another, how a road block can often times create new excuses. As I was struggling to get back on track I happened across an excellent post written by Marc Chernoff, “8 Things to Remember When Everything Goes Wrong” and a simple quote:

The best way out is always through.  ―Robert Frost. 

In his post, Marc writes about something his grandmother wrote in her journal which spawned an epiphany: “Truth be told, happiness is not the absence of problems, but the ability to deal with them.  Imagine all the wondrous things your mind might embrace if it weren't wrapped so tightly around your struggles.  Always look at what you have, instead of what you have lost.  Because it’s not what the world takes away from you that counts; it’s what you do with what you have left.”

With that, he posted 8 ideas or reminders as he puts it that may help motivate us when we need it the most. You can read his entire post yourself, but here were my takeaways:

1. Pain is part of Growing: Two kinds of pain… Pain that Hurts and Pain that Changes You. Often times in our business we have to dig deep to find our reason Why... why are we doing this business. We must have a STRONG WHY otherwise the pain may bring us to a halt… but “Sometimes life closes doors because it’s time to move forward. And that’s a good thing because we often won’t move unless circumstances force us to.” How many people are simply comfortable in their everyday routine, with their “WHY” never that strong. I know mine wasn't… but now with the economy the way it is, the why has gotten stronger. You just have to do what you have to do!

2. Everything in Life is Temporary: “Just because life isn't easy at the moment, doesn't mean you can’t laugh.  Just because something is bothering you, doesn't mean you can’t smile.  Every moment gives you a new beginning and a new ending.  You get a second chance, every second.” Oh how I love that saying about “The Gift” - “Yesterday is History, Tomorrow is a Mystery, but today… Today is a Gift, That’s why it’s called the Present.”

3. Worrying and Complaining Changes Nothing: Oh how I loved this one… Great words of wisdom here… simply put “… regardless of what happens in the long run, remember that true happiness begins to arrive only when you stop complaining about your problems and you start being grateful for all the problems you don’t have.” Like Marc writes, “Don’t let the shadows of the past darken the doorstep of your future.” How easy it is to complain? Very! How often have you been brought down by being around someone who constantly complains or is always moaning and crying - ever been in that situation? It drains every bit of energy out of us which often makes us want to simply get up and walk away. You just have to do what you have to do!

4. Your Scars are Symbols of Your Strength: Each of us have battled it out in our lives… yes, even those who may have had everything given to them… don’t look down upon them for having a safe and secure life because they too have scars from their own personal battles. But as we struggle in life we can endure the pain. That pain will go away and it will leave scars… Marc’s point is spot on… “YES! I MADE IT!” Those scars are there to prove you did it, above all odd, and as a result you are even stronger. Yep you got it, Marc did what he had to do!

5. Every little struggle is a step forward: Now this was an interesting twist… “…patience is not about waiting; it’s the ability to keep a good attitude while working hard on your dreams, knowing that the work is worth it.” How often do we stop short of reaching our goals, our dreams? The problem is we will never know if we stop short. Look up Three Feet from Gold. 

But it is more than that according to Marc “…if you’re going to try, put in the time and go all the way.  Otherwise, there’s no point in starting.  This could mean losing stability and comfort for a while, and maybe even your mind on occasion… And if you want it, you’ll do it, despite failure and rejection and the odds.  And every step will feel better than anything else you can imagine.” Just buck up... and do what you have to do! 

6. Other people’s negativity is not your problem: Remember #3 above? Well not only do you not want to be the worrier or the complainer, you certainly don’t want to be around others who are; but if you are forced to be around them, be the positive one. “When other people treat you poorly, keep being you.  Don’t ever let someone else’s bitterness change the person you are.  You can’t take things too personally, even if it seems personal. Rarely do people do things because of you.  They do things because of them.” I know it can be difficult at times, but there is nothing we can do to help others when they are negative… and we certainly can’t change the fact that these same people will do whatever they can to bring you down with them. “… your life only comes around once.  This is IT. So do what makes you happy and be with whoever makes you smile, often.”

7. What’s meant to be will eventually, BE: Marc should have included “if you stay the course”, which in a way goes back to #5, but with a twist; “You can’t force things to happen.  You can only drive yourself crazy trying.  At some point you have to let go and let what’s meant to be, BE.” If you follow that advice honestly, and be true to your core values, it is amazing as to what will, and what CAN happen.

Some years ago, I had accepted a temporary position working on a project which had taken me over 3,000 miles from my home and family who were in Sacramento, California. I would often sit out on the front steps during the evening, facing the west and looking up at the moon, high and bright in the sky thinking how could I possibly get myself out of the situation I was in. How was I going to find a way to move my entire family 3,000 miles across country to be with me... I saw great potential in Maryland but I did not have a job... not yet anyway. How can I afford it… what job opportunities were there and where could we live?


This was back in 1989 and I had a choice to make… did I want to go back to a business in California where I was unhappy working in a negative and dirty environment, or start fresh doing what I love, using my analytic skills that I had gained and honed in the Navy with organizations and companies appreciating this gift I had? It certainly hadn't been appreciated back home. There I was, every night sitting outside, looking up at the moon and focusing my thoughts on the situation and thinking about potential solutions. I would talk to Cheryl (my wife), not physically but while looking up talking out loud saying the same thing over and over:
This is what I want… this is what I will do… this is what is going to happen. Guess what? It came to be. Without knowing it... I just did what I had to do. 

Without going into details, what was meant to be, came to be. The power of thought and focus is nothing short of amazing. I can’t explain it nor can I bottle it… if I could wow, how rich could I be. Marc's final point may be the most important.

8. The best thing you can do is to keep going: The 10 years in an environment that was difficult for me and my family turned out to be the best thing that happened to us… but it was devastating to my Mother and especially my Father. Why? No matter how hard I tried to help my father understand just how the company was disintegrating all around him, I could no stay while deteriorating conditions continued dragging the company down... I had to take action... I had to keep going to protect my family, I had to keep going to ensure and achieve success. Yea, I often felt I had failed my Father, my Mother, even my Brother and Sister. But there was nothing I could do when they did not believe or see. Those were tough times. I just wish my father had survived... but it was too much for him in the end.

Marc was spot on “Don’t be afraid to get back up – to try again, to love again, to live again, and to dream again.  Don’t let a hard lesson harden your heart.  Life’s best lessons are often learned at the worst times and from the worst mistakes.” I never realized it until years later, but that is exactly what I had done. But it wasn't without a great amount of faith and confidence I had in myself which was strengthened by people I surrounded myself with. I had to do what  I had to do. 

In the end, we all have choices. We can learn to be proactive and in command of our own destiny, or we can choose to be enslaved by the will of others who are in command of their own destiny and have the desire to both leverage off of what many of us don't understand is our “neediness”, and they have the power over your entire existence. Which do we want? Which do you want? What do you do?

And speaking of neediness, in a communication class I took years ago, we would conduct different exercises in human conditions and conditioning. One such exercise was in how people reacted with people who are needy. Our class wasn't huge, but we had more than 30 if I recall. The instructor put on our forehead a sticker with a number between 0 to 10 where 0 was unattractive and 10 very attractive. We could not know what our number was nor was the other person to tell you what your number was. At the time the outcome was not known or understood, but after the exercise it became invaluable. Learn for yourself, check out "Why Neediness in Unattractive" for the answer to what we learned, it will certainly make a difference in not only how you act and interact with people, but how you will be able to know who you want to associate with.

Everything we do, the people we work with, associate with, live and play with impacts our daily lives and are the key to our success or failure. But how and what we do to adjust to challenges is what makes up our character and how well others associate with us. I am often asked what I see in the people I associate with. It is simple, they are the most "giving" of any group of people next to my brothers and sisters in armed forces. They are inspiring as well as supportive even if we are not financially connected. What other company can you show me that does that? And no where is that more apparent than within the Conquer Entertainment Division. This is truly the first company that has successfully removed the dog-eat-dog mentality out of what has been a very aggressive, competitive and harsh industry. They have literally LEVELED THE PLAYING FIELD!

So let me ask this question… when everything goes wrong, and it will ― What Will You Do?

Lifestyle Campaigns: Aligning & Leveraging Great Brands

So why is it so important for musicians to align themselves with powerful brands, styles, and great merchandise? Well there are several reasons, but probably the best is it just makes good business sense! If a musician is serious about developing a successful music career, in other words, actually make money within the music industry, it will not be by playing gigs alone. The musician must become an enterprise with a smart marketing campaign, and be able to identify, and create a strong and trustworthy relationship with the right people and companies. They must be able to identify trends including product trends, be able to identify the best brands that are beneficial for everyone, then be able to position themselves to leverage... NOT BE LEVERAGED!

Let’s look at a post from a very talented singer who shared a great sale which was sponsored by Ray-Ban, a global leader in the premium eyewear market which clearly is one of the best-selling eyewear brands in the world.

So why was this sale posted on the artist's Facebook (FB) page for friends and fans to see? Well, it could be that it was a great deal and the artist wanted to give back to fans by sharing what appears to have been of value. But of value to who? The fans? Yep! Ray-Ban? Probably, but what about the artist? You bet there was! Other than feeling good by sharing a great deal with fans, friends, and family who may be looking for a great pair of eyewear, there certainly was a financial reason for this artist to share or endorse Ray-Ban.

Because the artist is established as a popular singer having a well established fanbase, and a rather large following, Ray-Ban no doubt could have established an endorsement deal with the artist. So the question is, can any artist do the same thing? Not unless the artist or band has developed their career to the same level.

So does that mean there is no hope? Well, within the conventional music industry the answer could very well be yes, there is no hope.

So, there is no chance an unknown artist would ever have a shot getting an endorsement deal with Ray-Ban, or any major brand? Probably not!

So what chance is there for the new kid on the block... and we are not talking about the group. 

Let's look at a platform that has been evolving for the past couple of years with a dynamic and very forward thinking marketing strategy and model. The platform is GetConquer, and is the brainchild of Amanda Ridinger, CEO of Conquer Entertainment. Musicians who qualify, and are accepted to the GetConquer platform as Unlabeled Owners (ULO), are able to leverage all of the resources and tools available. How you might ask? Each ULO has access to literally millions of brands which they can "choose" to endorse whenever they want, and for as long as they want. There are no requirements levied upon them and what's more, they have a dedicated team of marketeers and entrepreneurs to help with their success without a financial burden being levied upon the artist. Artists can elect to change endorsements as often as every day, week, month and for any length of time because it is "their" business. Now that's a powerful leveraging tool!

Each ULO not only has their own customizable GetConquer.com site, but also their own SHOP.COM site consisting of millions of branded products. The GetConquer site allows the artist to not only share their music, videos, events and their own "personalized" merch items via Social Media outlets (all in one single and convenient location), but the artist can also merge products from their SHOP.COM site onto their GetConquer site.

No other company has ever created such dynamic & powerful marketing tools for musicians! 

Any brand an artist believes in or finds to be the best product or service for fans can be endorsed by the artist. Now that's Leveraging!

It just so happens that Ray-Ban is only one of thousands of SHOP.COM affiliates which the ULO artist can endorse and via their GetConquer platform send messages out to their fanbase via Facebook and other media outlets.

There is also one other huge benefit and advantage for the UnLabel Owner. In the example above, only the singer receives financial reward if they have an endorsement deal - fans, friends, family or anyone receiving the message only benefits when purchasing the eyewear if there was an associated discount. Not much of an incentive for anyone to purchase the eyewear is it? Now compare that with the leveraging power of SHOP.COM, GetConquer, fans and all of the entrepreneurs associated with Conquer and SHOP.COM. For example, with Ray-Ban there is a 6% Cashback Incentive for anyone purchasing they eyewear and when you begin adding up the millions of products available with similar cashback incentives, there is unlimited potential for the artist to begin monetizing their brand. And it goes even further for anyone sending out referrals also receives Cashback incentives when purchases are made. That is true leveraging!

Conquer Entertainment has put the power in the hands of the average artist who is passionate and actively pursuing a successful career in the music industry with massive support by the platform and UnFranchise owners having a vested interest in the Conquer Entertainment division - everyone benefits including the artist. Because of relationships developed with thousands affiliates and partner stores, everyone is able to take advantage of the many incentives including available 2 - 50% cashback. And in this particular example, purchase of any Ray-Ban product comes with a 6% cashback on top of any sale price or coupon. That creates an much greater incentive for fans and/or UnFranchise SHOP.COM customers to purchase than simply linking a popular artist's name to the brand.

Aligning and Leveraging known brands and household names by artists on the GetConquer platform makes total sense, especially if musicians are serious about their career in this industry. And for managers and promoters... it is the GOLDEN GOOSE. You have to learn why you will be hearing more of the mantra, "You got to #GetConquer!" 

Turning the Industry Around for Musicians

Earlier this year, David Byrne released an article titled “How Will the Wolf Survive: Can Musicians Make a Living in the Streaming Era?” We are seeing more and more pieces like David’s where musicians are getting a taste of reality. But it sometimes seem to land on deaf ears, I wonder if loud music is taking its toll? It is a rather long piece, but he sure does hit the nail squarely on the head. Right off the bat, he makes a profound observation and not from a gut feeling, but from actual facts:

… it looks doubtful that musicians will be able to make much of a living from their recordings given the kind of pittance that trickles down from streaming services after record labels and others have taken their pieces of the pie. It appears that it will be harder and harder for musicians to even get to the level of audience where they can make a living based on income from live shows… Music consumption through streaming grew 32% from 2012 to 2013 in the U.S., while overall music sales fell 6.3%. (Source) At present these services are, in some countries, a small ancillary revenue stream for musicians, and in those cases they’re viewed as another welcome revenue stream. But I’m curious as to what happens to musicians when these services become more ubiquitous—when streaming becomes the new download (just as the download took over physical CD sales)…

Musicians – Working Hard for the Money!

So how will musicians in the future make a living in the music industry? Good question which I am often perplexed as to answers I get from musicians when asked. Those who are serious about their music career are focused on doing whatever it takes to get the attention of label scouts. But what exactly are scouts looking for in a musician? Another good question.

If a musician or band wants to improve their chances in getting noticed and a shot with a Record Label, then there are a few things musicians should be aware of. In an article found in Music Clout, there is a huge emphasis on being consistent in selling CD’s as well as merchandise. Artists also need to stay up to date with technology and be “forward-thinking” in ways to develop, maintain and engage their fans. It is rather ironic that record companies “want to see that you can move units without their help... if you can’t sell records on your own, labels no longer have the interest nor the resources to sign and develop you.” That one statement should make all artists stand up and take notice. Who actually benefits the most from the artist’s hard work should they get signed onto a label? And speaking of an artist’s hard work, think about this – what does it really take to even get noticed in order to be signed by a label, or even to have a shot at an endorsement or a sponsorship deal?

Here is an example of what may go into the process of becoming successful in the music industry:
 - When a musician or band works hard in perfecting their craft, their fanbase grows
 - When a band’s fanbase grows, they become more popular
 - When a band becomes more popular, they start to get noticed
 - When a band starts to get noticed, major corporations and/or label scouts knock on their door
 - When a band’s door gets a knockin’, the band gets label deals, sponsorship and/or endorsement -deals
 - When a band gets deals, they get asked to perform at concerts
 - When a band performs at concerts, they get more fans and make more money
 - When a band makes more money, they have more options
 - When a band has more options, what do they do with those options and where do they go from there?

Isn’t this what any musician would love to accomplish, get to the point where they have unlimited options? The question is, how long will/does it take, and who actually pulls most of the weight… who works the hardest and who actually benefits the least? It will always be the musician or band. Who benefits the most? Not the artist.

But of course corporations and labels do work hard, but in a different way. Once they find the dedicated artist, they go into gear to further promote the artist… but there is an expense involved and it is the artist that is liable for that cost. Ironically, musicians seek out labels so they can become successful however, not always is there money to be made by signing a label deal. Here is the other challenge… there are now fewer labels available for a larger number of musicians. The deck is stacked against the average artist. The problem lies in the fact that musicians are looking for that one chance to be discovered however there are only a “handful” of these industry moguls available – on the other hand, these movers and shakers have an enormous and endless pool of musicians by which to choose from – other artists who are also looking for their one chance. These artist are the competition and the competition is fierce!

So in the meantime, artists have to begin putting into action all those things the labels and scouts are looking for to even have a chance of becoming discovered. In the meantime however, like everyone else in the world, artist have to make money which most do by working full- or part-time jobs. Either in addition to, or in lieu of, there are other ways which musicians can make money. According to one source, The DIY Musician from cdbaby, there are 101 ways with which musicians can make money which tells me the sky is the limit – but can they do it on their own? Now that is another challenge. How many musicians have the experience? How many are willing to take a chance knowing there are only so many times one can fail before becoming frustrated and giving up on their dreams altogether. And if we are honest with ourselves, this may be the main reason why so many artist simply don’t even bother to begin with - they’ll keep their full- or part-time job and simply accept doing what they love as a hobby, attending a few gigs here and there every month or so. Why? Probably due to a lack of business skills, especially skills they believe they need within the music industry. And all too often, musicians have been told by friends and family about the horrors of the industry. Can’t deny the fact that the music industry has a reputation for being a dog-eat-dog world, and who wants that?

Making the Sale – What? I have to sell?

I found there are several good ideas for making money as publicized in the DIY Musician article. Some of the 101 ways are presented below however CAUTION, the list does contain the dreaded 4 letter word “SELL”. Music is a business, and like all businesses there is either a product or service which when rendered money is exchanged… aka a sale is made. Like it or not, everyone sells! If you ever got a job, you obviously sold yourself to your boss. If you are married, there is no doubt you sold yourself to your partner. We all sell so as Kool & The Gang would say “Get Down on It.” Here are 16 ways found in the 101 ways for making money, but believe it or not there are more reliable, and far more effective ways to cash in on one’s musical talent:

1. Sell video recording

2. Sell CD’s at a local store

3. Record backing tracks and sell them online

4. Join various digital download sites or channels and sell your music there

5. Build your own website and sell your music there

6. Sell Merch

7. Sell your old instruments online

8. Sell sheet music

9. Start a blog and package up information and sell them online

10. Sell vinyl (seems it is making a comeback)

11. Record lessons and sell them online

12. Sell instruments after a live performance

13. Create a premium fan club and sell premium or annual subscriptions

14. Sell Merch online through your own website

15. Go on tours and sell albums and other items

16. Perform in someone’s living room and sell tickets to the event

Another consideration musicians must keep in mind is it all comes down to the same old challenge… do I have the skills or determination to accomplish this by myself, and can I make a substantial living. For the average person, that question just might turn them away, convincing themselves they don’t have what it takes for up till now, only a few have been successful compared to the thousands of musicians in America. 

So back to David’s article – the idea of making money from recorded music is as he puts it, “… is so 20th century. Suck it up and move on.” Oh? And where do we move on to? David makes a great point… if no one can make money from recordings, then why spend the money on making them? Why are so many artists living in what could only be defined as a mad, mad, mad, mad world – where artists spend most of their “hard earned money” hoping for a miracle in being discovered. It’s like purchasing a lottery ticket – what are the odds of winning? What are the odds of being discovered? And if the musician has limited resources by which to get themselves out there to begin with, then the odds are really stacked against them. Once again this comes right back around to what was stated above, “can they do it on their own?” Of course not! No one can do it on their own. But we know many will try.

Loss Leader. What’s that?

Music basically has become a loss leader. What is that? When you see a store advertise a ridiculously cheap price on an item, that price usually draws or “leads” people into that store. That item is what’s known as a “loss leader”. The store knows they will be losing money when people purchase that one item but they are banking on the odds that people will purchase other items while in the store. Well, if musicians are no longer able to make a living off just their music, but their music is what draws people to them giving them exposure, popularity and often times “credibility”, then how else will musicians make money off their music? They have the draw, what else can they do to capitalize on their talent? Their music has successfully drawn people to them, but there is no real money to be made in selling music so therefore their music has become a loss leader. So how then can the artist capitalize on their talent and obvious popularity? 

In this new world of digital recordings, music is now being used to draw or lead people into purchasing services and/or products at many different levels. But who benefits? According to David, the world of streaming services is taking its toll on the music industry and musicians. No matter how many different ways people talk about the music industry, it has remained a dog-eat-dog world… but what if there was a way musicians could use this dog-fighting mentality to their advantage? Well it all has to do with Leveraging.

Leverage – How to make money and increase odds for getting noticed

So there are two “basic” areas which bands or artists are focusing:

1. Making enough money so they can concentrate on those areas to increase their chances of getting discovered 

2. Becoming successful in the Music Industry

Up to this point we have pointed out the good, the bad and the ugly surrounding the music industry but these challenges are certainly not unique to this industry alone. All industries have very similar issues but don’t we all work hard at whatever endeavor we elect to overcome challenges? Challenges can be overcome by working smarter, not necessarily harder. And when it comes to working smarter, that includes learning how to leverage.

The point is, we either leverage, or we are leveraged. If we work for someone they are actually leveraging us hence we are being leveraged – we have far less control over our life and too often work hard when leveraged. If on the other hand we take control by working for ourselves, we then put ourselves into the power to leverage. So how does that work and where can musicians go to take advantage of leveraging? Don’t they have to have a large network and resources at their fingertips in order to leverage? The answer is yes, networking is probably the most important feature or asset which is enjoyed mostly by successful businesses, agencies, and yes, even record labels. At the beginning, small businesses, startup businesses, entrepreneurs will not normally have those assets, but eventually they will have to cultivate and build those resources if they too want to become successful. But what if… what if for the very first time musicians are able to tap into and leverage those very same resources normally found within the traditional business world? Resources were musicians are able to operate on a level playing field, capable in taking advantage of and leverage networks, resources and even advanced technology?

That is precisely what Conquer Entertainment, a division of Market America and SHOP.COM, has accomplished by creating a paradigm shift within the music industry, and to be honest all industries. This shift allows artists to maximize their potential to select who they wish to become a spokesman for, what products they wish to endorse while leveraging technology in a laser effective landing zone for fans to meet, interact, socialize, and share their experiences with music, events, videos, products and services. People love to share, and rather than musicians vying for an extremely limited piece of the pie in music sales, they can bask in a sea of fans who will talk about their own lives, experiences, and challenges and share solutions. More often than not, those solutions can and are available through the artist’s platform, and with proper training, support, and guidance musicians are able to provide their fanbase with unequaled solutions which will pay dividends above and beyond artist’s expectations. Not by trying to sell people, but through the art of leveraging technology, along with an environment of networks and consumers thirsty for great deals, great music, and a wide selection of “valuable” solutions.

At a recent event in Atlanta, Ga, a Conquer Entertainment artist, Walter Finley, showed us just how it’s done… not by trying to sell anyone anything, but simply telling a true story about challenges and costs, and the solutions he found and what he personally got out of it. It was a brilliant example in just how musicians can turn their lives around.

The BIG TAKEAWAY – Equal Opportunity for Everyone!

The biggest takeaway from all of this? What do labels, managers, publicists, or any of the many service providers within the music industry do as business owners? What is their main focus? Isn’t it about making money? They provide services to musicians, to fans, and even to businesses who pay endorsement deals. So if these heavy hitters in the industry can do it, what’s wrong with musicians having an opportunity in becoming an “equal” partner? Nothing! But here is the real payoff from the brilliance of what Conquer Entertainment did within the business world; there are no losers – the opportunity is equal for everyone. Service providers can leverage the exact same way as artists and vice versa. Now that is brilliant marketing which is what Market America is, a product brokerage company that specializes in “matching” products to people, and people to products. A company that, through their genius marketing strategy has enjoyed over 22 years of continual growth, and by their actions and forward thinking there is no reason to believe that will change anytime soon. They continue to make it profitable for everyone who takes advantage and leverage their networks, their enormous buying power, their resources, their technology, their services, their training, and the list goes on and on. In other words, everyone wins, and in the entertainment industry, the sound of making money, (caching, caching) is music to their ears.

Isn't What We All Want in Life is a Shot?

How often do we see stories about musicians struggling to make it in music industry. Many are working hard in jobs and professions just to make ends meet, spinning their wheels and all to often giving up before making it. If that isn't enough of a challenge, they are bombarded daily by negativity and people putting them down with notions they are never going to make it in the music industry. Yet, with all that they continue to produce amazingly beautiful music. It's in their genes, their DNA, that makes them special... but aren't we all special? I often marvel at one artist just outside Atlanta, Ga., Sharetta Nicole, who has an amazing voice, spirit and writing talent. Her music is uplifting, inspirational and reminds me the importance in never giving up. She is determined to get her shot!

Another person who's story is inspirational is that of Jason MCElwain. Below is the video of this amazing boy who doesn't believe in giving up... but that was never in his DNA. Born with Autism, Jason McElwain, nicknamed J-Mac, refused to ever let his condition pull him down. As a result, at the last game of the season in 2006, Coach Jim Johnson of the Greece Athena High School basketball team gave J-Mac a shot of a lifetime. You have to watch the video to get the full impact of this incredible once-in-a-lifetime opportunity many wish they could have in life. Why bring up this incredible story? All too often in life people are told what they cannot do even when they have no disability to start with. And for musicians, they seem to get it even more given the state of the industry.

When negatives are injected into our lives, paralysis, negativity, and doubt takes hold – disabling us from ever taking that shot in life, or from becoming a functional member of society. Look around and see how many people are telling others they are insignificant, victims, have no chance in life, or that they can never make it for one reason or another – why is that? Is it so people will become dependent on those spewing forth such deceitful falsehoods and fabrications? 

But this is not the intent or focus of this article, rather it is just the opposite because as Jason proved to the world, we all want a shot in life and can have it, but we have to work at it before it can become a reality. There “must” be a desire, a passion – our reason why must be strong. Jason’s passion was in basketball, and nothing was going to take his focus off of what he loved. But there was also another ingredient to J-Mac’s successful story, one that was never mentioned and is probably even more important. Jason never expected he would ever get a shot on the court, but he did because he made himself “invaluable” to the team, his coach, his school. The key word here is “invaluable”!

As I look back over my 40+ years in the work force, I often think about how fortunate I was in never having to actually search for a job. My mother-in-law would always comment on how “lucky” I was. As I discovered later in life, luck would have never been there had I not always strived to be the best at whatever I did. Someone once told me to ensure I made myself “invaluable”, for whomever I worked for or whatever I did. That valuable piece of wisdom never left me and became my focus with every assignment, mission, and job tasked, group or company I worked with or for. The other key ingredient for my success was I always kept my eyes and ears opened. I was always keen on finding solutions to challenges whether it be for companies or individuals. People sought me out because I constantly sought solutions for problems, an extremely invaluable asset to have around. 

So what’s the point? Actually there are two… 

Having Passion and Being Invaluable are Two Key Ingredients for Success!

Putting all of this into perspective within the context of the entertainment community may seem difficult if not impossible - or does it. We see many singers and bands displaying a “true” passion for their art, and they do sincerely want to have a successful music career – but what’s holding them back?  Could it be that passion is just not enough? If that’s the case then what’s missing? And how does being invaluable play into the musicians successful career?

Let’s look at the definition of Invaluable:

• Valuable beyond estimation as in Priceless (providing invaluable assistance)
• Having Value too great to measure.

J-Mac certainly displayed that very important ingredient of being the “invaluable” member of his basketball team. He became their manager, brought the team whatever was needed, and was the team’s and fan’s inspiration. His part was anything but insignificant and no one was going to convince him he was never going to be successful at anything. But for whatever reason, the coach decided to have J-Mac suit up for the final game of the season… and what happened next not only was unexpected, but astonished everyone (again, watch the video below).

Musicians bring music to our ears… and depending on the beat, and/or song’s message, it can be uplifting, soothing, depressing, stimulating, joyful, and so on. Until the advent of the internet and digital downloads, musicians never had to really think about or focus on their music career so long as they had a good label supporting them. Their music was enjoyed by fans everywhere. Back then labels were everywhere. The artist was able to concentrate on their music letting their manager, publicists, label and other service providers do all the work because there was plenty of money to go around from the sale and distribution of “physical” records, albums, and in later years CD’s. These “resources” were invaluable to the musician and their fans – how else would the world have known about the Beatles, the Rolling Stone, the Beach Boys, etc. But things changed with the advent of the internet, social media outlets, and digital downloads. All of a sudden, these resources were no longer invaluable to the artist, rather they became a liability. Their value was lost because the artist now had to pay “out of pocket” for the same services but without “physical” sales. Musicians were having to go out and find other means in generating income to pay for these once "invaluable" services and resources, and in recent years it seems musicians began believing their chances for that shot in life had vanished. But has it?

Keeping an open mind and looking for solutions to challenges should be a natural practice each of us strive for. Human beings have, over all other species of life, the ability of thinking and acting to overcome challenges with solutions. Having the ability to seek out answers and solutions when faced with challenges adversity is what propels people to success. Contrary to popular belief, there has never been a more exciting time in history not only for musicians, but everyone associated within the music industry including fans. Where one door closes others open. Yes, we may have seen the end of an era of records and tape recordings, but there is a beautiful new era of unparalleled opportunities available at every artist’s finger tips… INVALUABLE opportunities.

When it comes to identifying solutions, it is important in identifying the right solution for the right problem. Albert Einstein once said

“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it,” 

Musicians can probably be placed into two categories, Hobbyist or Pro… so which are you? This actually brings up a great article I read by Kevin Breuner in Music Marketing and Online Promotion. He quoted Katie Taylor

"The core challenge we are facing right now (as artists) is the need to get people to see art as WORK that should be compensated."

It is after all OK to make money as a musician, even if you are a hobbyist - but for a Pro it is absolutely imperative. Probably the first challenge an artist has to deal with therefore is with their own identity – do they see themselves as only part-time musicians, working at their craft only when it’s convenient, or as pros putting in the effort necessary to become a success? What is their level of commitment – do they have the real passion it takes to hurdle over all the obstacles that can come between success and failure? Do they keep their eyes and ears open for solutions, and what about that oh so important invaluable asset? If the artist is able to identify the problem, which is in making money, then what is the solution? We’re getting closer!

The right solution has become clearer as a result of understanding, appreciating, and leveraging technology. Consumers want what they want and they want it when they want it which is often now. It’s called instant gratification. It is the consumer and commerce that has moved forward in leveraging technology, so why not musicians and the entertainment industry? Advantages by consumers and commerce on the internet can be equally applied by musicians and the music industry.

Why not learn from fans? Brilliant! And that is exactly what is happening. Consumers who are also music fans, are “leading” the way for musicians and the industry in learning how to take control of their musical career. Recently, one company picked up on this brilliant concept and is turning the entire industry around. It does take time, but doing anything the right way cannot happen overnight.

Conquer Entertainment became the very first organization providing a conduit stretching across all platforms and mediums, leveling the playing field when it comes to providing resources, support, and assets necessary for success within the music industry, whether for the musician or anyone involved in the world of entertainment. And although it could be said that Conquer is the “invaluable” asset, their main goal is in “empowering” each person so they become the invaluable asset, independent and in total control. Conquer has given back to musicians the ability for ongoing residual income even bigger and more profitable than royalty income once possible so many years ago. Yes, earning substantial royalties is still possible, but at what expense? And for everyone else providing support for musicians, they have an exceptional opportunity in providing resources without over burdening artists.

The most important takeaway about Conquer Entertainment is how each person participating in the UnLabel Owner program, be it a musician, producer, manager publicist, label or anyone involved in the world of music, by default becomes indispensable. When passion collides with unequaled support, resources and solutions, having a shot in life has become a real possibility.

After all, Isn't What We All Want in Life is a Shot?
GetConquer - Get a Shot!