So here is another Sonicbids how to video. For those of you who don’t know about it, we have an advanced search tool that you can use for drilling down in our listings to pull even more relevant gig listings. Narrated by our very own Tess, and in the background is the song “Montañas” by Taken By Name.

So here is a nice little tour that will give you the rundown on what happens to a submission after you hit the submit button on Sonicbids. You get a good look at the inside of a promoter account, and get a rundown of the different status types.

Also last but not least enjoy the grooving upbeat sweet tones of Joe Cameron and the band with their song “lovely” check em out at sonicbids.com/JoeCameronMusic

Many songwriters have asked me what makes a winning song. As VP of development of USA Songwriting Competition for the past 14 years, I have heard winning songs years through the years, and I think a winning song should be creative in both music composition as well as the lyric composition. A good example is the top winning song of 2008 competition “Home” written by Jordan Zevon, Jordan Summers and Morty Coyle. Musically, it displays surprises in Chord changes and the lyrics about coming home are not the clichés of what you hear on radio. It didn’t hurt the song that chorus was catchy.

Another example is the winning song of the country category in 2007 “I Can Live Without You,” written by Mary Danna and Troy Verges. One would think the song is about someone who doesn’t want to live with another. However, there is a twist at the end of the sentence in the chorus “But I just don’t want to.” They have taken a love and heartache song and given a “surprising twist” in the end. Also, the bridge was short, surprising and also emotionally high (with the melody hitting a high note at the end) and yet sad. That song still remains a favorite at the USA Songwriting Competition.

I have heard submissions where songwriters try to write the derivative songs that were number one on the charts at one time and end up being awkward. One case was a songwriter who took the entire track of Jennifer Lopez’s song “If You Had My Love” and wrote a similar melody to the background music, even the melodic line’s rhythm was similar. The chorus even copied the melody of the original song. Our judges thought the song had been plagiarized, let alone not being creative as the judges left the room singing to the Jennifer Lopez song instead. Needless to say, that song didn’t win.

I realized an interesting fact that the top winning songs of the past two years have been a three-way collaboration. The winning song last year was written by three songwriters and so was the year before (”Where the Music Takes You,” written by Ari Gold, Joe Hogue “JOJOHO” and Sean Petersen). That song also hit top 10 on the Billboard Charts after winning the competition. “Where the Music Takes You” was unique, it had no intro, the vocals start as soon as the music plays. The chorus was so catchy that the judges left the song singing to it.

Speaking of catchy, the winning song in 2004 was written by five songwriters (”My Three Wishes,” written by Patrice Pike, Wayne Sutton, Sean Phillips and Darrell Phillips). The opening hook in the chorus of the Alternative song “My Three Wishes” was accented in an off beat way that would draw the listener to want to hear more. You can tell that the song took extra effort and creativity.

A song may sound nice to listen to but please note that a lot of work is being done to the song: musically, lyrically, artistically and more. Cher’s biggest hit “Believe” was written not by one but six songwriters! Paul Barry, Matt Gray, Brian Higgins, Stuart McLellan, Timothy Powell, and Steven Torch wrote that hit number one in 23 different countries. Where would Cher be without this great hit song like this?

Also note the incredibly funky background music by the Chicago based Spare Parts with their song “Disco”. Which you can check out here : http://www.sonicbids.com/SpareParts

Complementing the live music scene at SXSW are panels held throughout the week at the convention center. From Jim Griffin talking about his Choruss idea, to Ian Rogers moderating a panel on “Making a 360 Deal with Yourself,” the overall theme of the panels I attended this year revolved around the ways that artists and music business companies can identify and optimize alternative revenue models as the music business shifts away from traditional record sales. Music licensing, while nothing new, is a hot topic right now among content owners (songwriters, labels), managers, and artists. Licensing offers the possibility of incredible visibility to artists, and depending on usage, it could also provide a fairly solid revenue stream.

Here is my takeaway from the “Placing Your Music in Film and TV” panel with Jennifer Czeisler (VP Licensing, Sub Pop Records), Marianne Goode (VP Music, Lifetime Networks), Season Kent (Music Supervisor, Relativity Media LLC) Alexandra Patsavas (Owner, Chop Shop Music), Alicen Schneider (VP Music Creative Svcs, NBC Universal TV Music), and Madonna Wade-Reed (Music Supervisor, Whoopsie Daisy):

It’s a Good Time to License Independent Music

The panelists all agreed that it was a fantastic time for independent artists to look for licensing deals, simply because of economics. Producers are more open to indie music, as A) indie music is typically cheaper to license, and B) many producers consider themselves tastemakers, and want to be known for breaking bands. Alicen Schneider spoke about the fact that 75% of the music used by NBC is now independent music.

How Much Can Artists Expect to Get Paid?

There is a wide range in the amount of money artists can expect to get paid from a licensed track, much of which depends on usage. Variables include the length of the use, the thematic placement (is the song in the credits or in the background of a scene?), the budget of the production, if the song is for a one-time use or used as a recurring part of the promo for the production, and more. The more that is requested of the song, the more the song will be worth. It’s important to also note that when a song is used in TV or film, two licenses are needed: a synchronization license from the copyright owner of the music, as well as master recording license from the copyright owner of the sound recording. These are two separate agreements, and typically, artists that control both their master rights as well as their publishing will do “All in” deals that cover both “sides” of the composition. According to Jennifer from SubPop, artists can expect to receive anywhere from $1,500 to $15,000 for the master rights alone for one-time placements.

Dos and Don’t: Rules for Submissions

Similar to traditional press, blog, or radio outreach, there are specific rules that artists should follow when pitching supervisors. Once you find the name of a specific supervisor that you want to target (the Music Business Registry is a good option for finding contact info), your package should follow these guidelines:

1) Although they take Mp3 files in emails, supervisors still primarily work with full art CDs. They prefer their music in proper jewel cases with a spine that lists the artists name and title. Madonna from Whoopsie Daisy (who has worked on “Smallville,” “One Tree Hill,” “Alias,” and “Felicity,” and others) said that she receives upwards of 150 submissions a week, many of which she files away. Artists have to make it as easy as possible for them to file your music, and find it later.
2) If you are burning a CD, be sure you have added all the track info to the individual songs (particularly artist and song names). If a supervisor burns your music into iTunes, you don’t want to be in their library as “Track 2.”
3) Clearance problems are always an issue. Make the publishing and master info as prominent as possible, especially if you control both.
4) Be sure you are targeting the right show. Supervisors hate emails that ask: “What are you looking for?” Know your show’s demo, and send them appropriate music.
5) Do Not Call. Supervisors have no time to spend on the phone. Quick email reminders are appropriate. Successful pitches are those that do not expect anything, and do not put too much pressure on the supervisor. Keeping in front of them is great; stalking them is not.
6) Do not ask them for opinions on your music. Supervisors are not A&R reps. Good music will stand out and get placed at some point.

Use Songpluggers

All supervisors have a trusted stable of songpluggers that they can go to in a pinch. Songpluggers (or independent licensing companies) have relationships with all the supervisors in LA, know what their taste is in music, and can provide cleared music to them, which they can run with immediately. Indie artists should look into building a relationship with licensing companies that have these direct connections with the supervisors. However – do your homework on them. Like any promo area in the industry, there tends to be some false claims and embellishments. Learn more about songpluggers here.

Music Licensing is Insanely Competitive

The labels are keenly aware of the importance of music licensing. Alicen Schneider related a story about Dave Matthews’ label sending Dave himself to play a one-on-one concert for her to showcase some of his new license-friendly music. But the bottom line is that if artists can find fans of their music in the supervisor, (or sometimes even a key actor, as was the situation with Death Cab for Cutie and their placements in the O.C.), indie bands have as much of a chance as a major label artist (if not more, with the smaller budgets) with success in music licensing.

Check out Mike’s online course in Music Marketing: Press, Promotion, Distribution, and Retail

Mike King is the associate director of marketing at Berkleemusic, and author/instructor of Music Marketing 201. Prior to working at Berklee, Mike was the marketing/product manager at Rykodisc, where he oversaw all marketing efforts for label artists, including Mickey Hart, Jeb Loy Nichols, Morphine, Jess Klein, Voices On The Verge, Bill Hicks, The Slip, Pork Tornado (Phish), Kelly Joe Phelps, and Frank Zappa’s estate. He also handled copyright administration for a number of active and catalog artists at Rounder Records. Mike consults as the Marketing Director and Managing Editor for the Herb Alpert Foundation’s online musicians resource, www.ArtistsHouseMusic.org

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How Leap Music Works
Leap Music is brought on board by their clients (advertising agencies & brands) to help find music for their TV commercials. Leap Music uses Sonicbids to source the best unsigned music out there, which are then put forward for the client’s consideration. Leap does not make the final decision on what gets placed in the ad, but if the client chooses to go ahead and use your music Leap Music will let you know right away. Also important to note is that Leap Music’s client’s projects often have a short turn-around time. So submissions are open for a short period of time, Leap Music works quickly to review bands’ submissions, and will often notify bands of their status within days, if not hours.