I began my musical experience when I was a young tyke. My mother always sang me Beatles songs, always encouraged me to listen to new music and opened my eyes to the absolute joy of live music. I attended my first concert, The Beach Boys, at a baseball stadium in Tulsa, OK. And that was the beginning. My parents let me go to alternative rock concerts when I was in the 7th grade. They even ventured to let me attend EdgeFest, where I got to see hardcore bands like Slipknot, Disturbed, Korn, Kid Rock, etc. Wow. I won't post photos from that time in my life - let's just say that I had dinosaur teeth, round glasses, JNCO jeans, polyester shirts and chain necklaces. Classy.
I have attended many shows since my younger years, and the more I see the harder I fall in love with the whole shebang: the instruments, the lights, the atmosphere, the venue, the bands, the posters, the fans, the merch and the rat-tailed roadies. It's an experience to see someone live and I fully believe that at least 93 percent of bands are much better live. Therefore I have decided that a career somewhere in this industry is my true destiny. (The "I wanna grow up to be a mermaid" thing didn't really work out.)
While I was at Oklahoma State University working on my undergrad degree I got involved in a great organization called Orange Peel. Orange Peel is a student-run concert/pep rally that happens at the beginning of football season to get fans ready for the big year ahead. We bring in huge names and sell tickets at a VERY reasonable price, ensuring the student body can afford to attend the show. In 2005 I was the assistant marketing director for the show and we brought in Jason Mraz, LIT and comedian Pablo Francisco.
The show sold around 5,600 tickets - the lowest number in OP's 10 year history. I can give details on that in person. In 2006 I got to take the roll of marketing director, and it was a make-or-break year for us. The Student Union (OP's funding house) let us know that we couldn't continue the tradition if we didn't break even this year. Lots of pressure, right? Well, we signed the glorious Alan Jackson, comedian Bill Engvall and a Tulsa-based band, The Hero Factor. We were very, very happy with the lineup and apparently so was the rest of Oklahoma. We sold about 17,900 tickets - a 400 percent increase from the year before! Needless to say, I was very proud of the turnout and the way the executive committee saved the OP tradition. And thus, I fell in love with the whole experience. This photo is me with Alan Jackson on stage right behind. Very cool. 
I am now, as mentioned above, at the University of Texas in Austin working toward my master's degree in advertising. While I'm thoroughly enjoying the courses I'm taking, I feel this independent study will add more depth to my love and understanding of the music promotions industry. I've also gained an incredible learning experience from my summer internship with C3 Presents - the group who produces Lollapalooza and the Austin City Limits Festival, books many venues in Austin and manages an amazing lineup of artists. I'm getting to work with one of the best in the business and I plan to use lots of folks there to help me with my research.
Well, I'm ready if you are. Let's explore the ins and outs of music promotion, and in the wise words of the great Axl Rose, "welcome to the jungle."
6 comments:
It's good to see the blog officially up and running, this should be an interesting semester.
Reading this, I have to ask what you did differently when you were in charge of OP to pull off that 400% increase. Was it just the different lineup that did the trick? Or did your communication strategy and tactics change, too?
Here we go...!
First off, the talent change was a huge part in the success of the show. We're an ag school, so we love us some country music! Alan was a darn good fit.
Secondly, the marketing plan was much more pared down from the previous year. The 2005 marketing director, while doing a great job, was a little scattered on where to focus the message. There were a lot of random, unconnected activities that had no common thread. While I was marketing director in 2006 I tried to make sure everything was tied to a basic strategy. All the promotional items served a purpose, had the same color scheme and used the same fonts. The marketing plan was tight, concise and easy to execute.
Thirdly, the executive team from 2006 (made up of 11 members) was bonded like no other. The 2005 OP was quite disruptive in the board room - lots of disagreement, immaturity and passive agressives. Not a great team. However, once the 2006 executive team was formed, we immediately decided that we would work with each other, back everyone up and always be honest. It was much more comfortable, I must say!
That's interesting, particularly that was a combination of a better band and a better marketing plan. That's something to keep in mind with all of the things you'll be looking at this semester, especially the need for a coherent, focused message.
I have to think that listening to sports on radio while traveling in the family car had something to do with your appreciation and desire to be involved in the music business, or not?
I like to think she chose this path of study while still being rocked as a baby. No lullabies from this momma. She dozed off to sleep hearing "Blackbird", "Michelle","Here Comes the Sun" and my other Beatles favs.
Thus the title of my blog - it comes from the Beatles' Across the Universe, my favorite song of theirs. Thanks, momma!
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