Chicago’s Hidden Treasure: Mary Datcher

Chicago’s Hidden Treasure:

Mary Datcher

On the Street Promotions

And

Marketing

Last Thursday, I had the esteemed pleasure of acquiescing an honorary liaison position at Music Industry Workshop (MIW). I am a Grammy Nominated and Award-Winning Producer, Engineer, and Songwriter. MIW sponsored a workshop about street promotions and event planning. The guest speaker of the night was Chicago’s very own, Mary Datcher.

Mary has been crowned the “Queen of Hip Hop Promotions”. Datcher’s speech was exceptionally special to me, because she has sat in promotional meetings with one of my favorite mentors, Russell Simmons. So she had my full attention. The following words best describe her character and abilities.

Principal and founder of On the Street Promotions & Marketing and has 23+ years of experience in the music & entertainment industry.  After holding positions at WGCI FM (Chicago), BMG Distribution, UNI Distribution (Universal Music), Def Jam Music, and Georges Music Room. In 1992 she formed On the Street Promotions and Marketing.  OTSP specializes in executing field and event marketing programs with its primary focus on the music industry.  Within 17 years of the company duration, Ms. Datcher has worked with over 200+ companies, consulting and developing strong street marketing campaigns, producing national and local events, branding lifestyle concepts and music artist development.

In 2000, On the Street Promotions  & Marketing created and executed the Chicago DJ Summit conference that targeted over 500 DJs throughout the Midwest.  In 2004 she launched the successful Core DJ Retreat thus launching the successful Global Mixx Music Retreat every year in Chicago.  Ms. Datcher and her staff has produced several music driven events in the past that have including celebrated industry leaders such as Kanye West, Jaheim, Eve, Chingy, Faith Evans, DJ Tony Touch, KRS-One, Grammy-Award winning artists, Luther Vandross, Common, Naughty By Nature, NBA star Antoine Walker and the list goes on.  With the success of working with incredible talent, Ms. Datcher formed a management agency, Renegade Music Management which developed and assisted the careers of up & coming talent from which included popular on-air personality, DJ Pharris of Power 92 Radio, Frayne and Bobby Lewis (sons of Jazz legend, Ramsey Lewis), Bear Who? And R&B entertainer, Terisa Griffin.

Mary Datcher continues to raise the bar of urban marketing concepts to the next level through her unique & diverse knowledge on various campaigns which includes current clients, Roundtable Records, Author Winkk, Byron Stingily, Bear Who?, Cold City Music, My Naked Soul Productions and Better Love Yourself (NFP). Past clients have included, American Family Insurance, Tanqeray, Baileys, Nike, KBA Marketing/Draft Worldwide, Salem (RJ Reynolds), Seagram Americas, K Cider, Target, Cingular Wireless, UBO, Effen Vodka, Frontline Marketing, ICEE Inspirational and DreamWorks. On the Street Promotions & Marketing, Inc. is currently headquartered in Chicago, Illinois. (On the Street).

Datcher has a no nonsense approach in conducting business. The faint of heart may view her as a strict businesswoman. I have the upmost respect and admiration to her delivery.

Datcher enlightened the crowd with topics and tips:

·      On branding and promoting a company’s logo via various social network sites such as Facebook, Twitter, Myspace, Imeem, and Reverbnation.

·      The importance for an artist and its company to stay current with industry trends.

·      The importance of preparation and research.

·      Learn how to cross-market the brands (How to produce events and structure the event).

·      Learn how to deal with the promoters.

·      Understand your base and what your talents are.

·      Don’t waste money on someone else’s talent.

·      First thing is the date. It should not conflict with any other event or venue. It may work against with you

·      Consider the budget.  Venue rental fee, what’s included in that fee (whatever their overhead to cover their staff. Need sound. May have to do a la carte. How many people does venue hold? Start negotiating. (Roughly $1000-$1800). What time does venue close? How much is promo, graphic designers, flyers, and posters, stream team (map out a plan on what area to cover). Sponsor will give me $1000. What is the capacity when will you break even or will you catch a lost? Then what kind of event. That is how your marketing strategy will take place. What the market is looking like? Who is doing what? How do you reel in people with something new and fresh? How do you get in people? This is a dog eat dog world. Concert events are a lot bigger than smaller event. You have to know how to do smaller venues.

·      Know who your target audience is going to be. (DJ Host, Comedian) Then market to that particular crowd. (Secrets-removed-proprietary information). Don’t shoot your credibility. Have the right market team with similar tactics. You have to know your demographics. If you only did radio, you will go broke. Give incentives to your hottest places (hair salon, barber shops, boutique shops)

·      Set aside promos within your budget. Tickets/passes

·      There are 4 mistakes that can be made:   

       a. Timing is very important. (Know the weakest day-Dec 25th or Jan 2nd. Dec 31st is the hottest party day)

       b. Inexperience: not your demographic

       c. Overpaying for talent (the contract stipulates who is going to paid)

       d. Find out if that artist is burnt out in that market.

·      You may need to hire an actual consultant who does this for a living. This business is made up on whom you know. Hire for what you only need. Have budget in place before you bring anyone on.

These are just a few topics discussed. It’s one thing to get the information. Another is to actually organize and put into effect. She gave about a week’s worth of information in just a few hours. If you need additional services or information, please procure Ms. Datcher’s services at chicagocollabo@gmail.com.

References:

Music Industry Workshop. (August, 2011). Retrieved from http://www.miworkshop.com/home.html

On the Street Promotions & Marketing. (August, 2011). Retrieved from http://www.onthestreetpromo.com/principal#!__principal 


www.platworldprojx.com

Look, Before You Make Money in the Music Business

Rhymefest and Vet Boi™:

Grammy Award Winning Artist/Songwriter

Making Money in the Music Business

                           

This past weekend was chocked full of musical activities. Lollapalooza happened, and there was a showcase at the Hard Rock Cafe. However, I had the honor to sit in another music business seminar. This time I was not on the panel as the Grammy Award-Winning Producer, Engineer, or Songwriter, but I was sitting in the crowd listening to perspective. I love to listen to other people’s perspective about the music business. Everyone’s journey is different. A master is always a student of life.

Rhymefest, CHE SMITH, is a Grammy Award Winning Artist and Songwriter. He co-wrote the song “Jesus Walks” by Kanye West. In October 2010, he ran for the Chicago’s 20th ward alderman position but lost to incumbent Willie Cochran by placing 45.4 to Cochran’s 54.6 margin (Glanton). Smith has also made a few television appearances, such as MTV’s Wild Out Wednesdays, Punk’d, TRL, PBS, and Last Call with Carson Daly.  Smith blessed the attendees at Music Industry WORKSHOP With his talents and his knowledge.

Rhymefest kept it completely real with his delivery. He held no punches. One of the topics he discussed was the difference of being a major recording artist on J Records to being an independent artist. Smith said, “I was signed as a major recording artist, and I seen how that worked. Then I was also on an independent label and seen how that worked. Neither worked, but now I am doing it my way to make it work.” He took a decent amount of artist and publishing advances when he signed, but knew upfront he was part of a machine, which had other intentions than his album release. In other words, J Records was primarily known for being successful with pop records not rap. Therefore, he capitalized on his opportunity without worrying about recoupment. Additionally, when he was released from his contract he received another advance. FYI: this is not the norm. I’d advise to have an excellent attorney and great relationships in tact in order to accomplish a feat such as this.

When an artist is looking to get signed, they want to get a huge upfront advance. However, one must be conscious before executing that deal, because it could potentially be a 360 deal. Under a 360 deal, the label will make money from all sources of income and can acquire all rights of the songs. 

Another crucial point made by Smith was regarding making money in the industry. It can be generated from multiple sources such as merchandising, tours and live performances, synchronization licenses, digital downloads, publishing, and songwriting. Smith is currently working on a full package of distribution, which entails a television show, book, and album.

Glanton, Dahleen (April, 2011). Alderman claims victory against rapper "Rhymefest" Smith. Retrieved  from http://newsblogs.chicagotribune.com/clout_st/2011/04/rapper-rhymefest-smith-losing-in-bid-for-alderman.html

Music Industry Workshop. (August, 2011). Retrieved from http://www.miworkshop.com/home.html

Plat'Num World ProjeX. (August, 2011). Retrieved from http://platworldprojx.com/