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ROCKSTAR 101 is a series of workshops designed to help artists develop a stronger sense of the business dynamics needed to help them achieve new levels of success in a continually changing industry. Whether you're an aspiring rockstar, pop-star, hiphop/rapper, country singer, a solo artists, in a band or are even looking at potentially taking on other roles within the music industry, these workshops are for you.

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Goal Setting

Building An Engaged Fan Base

Effective Communication

Lets Talk About Radio/Radio Reality

The Marketing Plan

Building A Brand

So You Recorded A CD...Now What?

Metrix

Performance Factors

Price, Product, Psychology

Is Anyone Listening

Sponsorships, Endorsements, Investors and more

Building A Team (COMING SOON)

UPCOMING WORKSHOPS
Feb 29th - Building An Engaged Fan Base


MORE INFORMATION:
CONTACT US

THE FACILITATOR...

Danny Fournier is a marketing expert and professional music industry consultant with major record label experience. The founder of the Edmonton Music Awards, and community producer and music supervisor for the TV show Edmonton Unplugged, Danny has worn a variety of hats within the music industry but his main focus has always been introducing people to new music and helping artists build success.


Goal Setting
How focused are your goals? Are they achievable? Are they realistic? Are you setting the right goals for yourself? In our "Goal Setting" workshop we take an analytical approach to your goals as an artists and help strategically develop a focus and direction, while at the same time helping to define the artists role within the goal.
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Building An Engaged Fan Base
Building a fan base is more than increase the number of likes you get on your Facebook page. Building a fan base is about engaging individuals and creating champions who will engage others. When you engage your fans, you are creating the opportunity to ignite your own word of mouth movement. "Likes" are just numbers...Fans are living breathing forces of nature that once unleashed can draw in even more fans.

In our "Building An Engaged Fanbase" workshop we take an in-depth look at how engagement can be used to build a strong dedicated fan base. We will share some examples and look at ways you can start engaging your fans today.
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Effective Communication
Communication is a key component to building a dedicated and supportive fan base, but do you find that no matter what you do, how many times you tell someone something or post something on Facebook the message is not being received? Your message can be clear, direct and concise but the intended audience still did not receive the message.

In our "Effective Communication" workshop we address this and provide you with some tools and advice to help you become a more effective communicator. We will be looking at communication as a whole, a variety of ways to communicate and we will take the time to identify and discuss the various individual communication styles. This workshop will provide you will tools to help ensure your message is being received.
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Lets Talk About Radio/Radio Reality
Is radio still relevant in today's music industry? Some believe it is less important than it used to be, particularly for niche artists, who can thrive solely on online success. However, how different is streaming and other online options from traditional radio play? Radio is still a primary tool for breaking music to the mainstream audience. What impact can it have? Who should we be giving our music to? Why won't they play our music?

In our "Lets Talk About Radio/Radio Reality" workshop we will take an in-depth look at radio in its many forms. We will spend some time looking at the different formats, their impact, what they are looking for, some do's and don'ts and we will even address some myths we often hear about radio.
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The Marketing Plan
Doing business without a marketing plan is like driving without a map. You may get to your destination - eventually - but you risk making time-consuming and costly errors along the way. A business might assume there is demand for their product when there isn't, for example. Their services might be priced too low. Or they could be venturing into a market that is impenetrable because of regulatory restrictions. With out a proper marketing plan in place an artist could end up facing similar challenges. Marketing is a key component in the music industry. Knowing how to build a strategically focused marketing plan and successfully implementing the plan can help an artist make strides towards reaching their goals.

Our next ROCKSTAR 101 workshop "The Marketing Plan" focuses on building a strategic focused music-marketing plan. We will look at the various components of a marketing plan, what information needs to be included in each component and how they tie together. We will discuss some common mistakes and share some examples of marketing plans used by major record labels for some of their artists.
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Building A Brand
Branding is more than just a cool logo or an updated webpage. Branding should tie into every association and experience, both functional and emotional. In the music industry branding plays a major role, more so than most artists realize. It defines who you are to the audience and if done properly, engages them. As an artist, your brand is your story that people are telling.

In our "Building A Brand" will take an in-depth look at what a brand is and what it isn't. We will spend some time looking at the historical impact of branding in the music industry, look at the ongoing development of brands, how they’re positioned and how they align.
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So You Recorded A CD...Now What?
You have poured your heart, soul and literally every penny into recording a CD/EP. You have the Mixed and Mastered copies in your hands, and are thinking "GREAT! It's done!" But in reality its not. So what do you do next?

In our "So You Recorded A CD...Now What?" workshop we walk through an extensive checklist of a variety of next steps, need to have, need to dos and even tackle some don'ts. What is an ISRC Code and why do we need it? How do we get our music on iTunes? Should we send our CD to radio? Reviewers? Labels? Do we need a publisher? Manager? Radio Tracker? We tackle all of these and share some costs and potential budgets to consider when it comes to releasing your product.
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Metrix
How do you measure success? How do you know if your promotional activities are having an impact, are reaching your target audience? Are you seeing a return on your investments and time?

In our "Metrix" workshop we look how we as artists can measure success. What should we be measuring, what can the results we see represent and how can we build on the results we are seeing. We will look at the difference between goals and SMART Goals, we will discuss what other business measure and why musicians should track similar statistics, we will share how using measured success has helped various aspects of the music industry and we will introduce a model to track and the importance of Life Time Customers.
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Performance Factors
When opportunity comes knocking at your door, how do you know it is the right opportunity for you? Are the risks worth the results? The music industry is full of a wide variety of opportunities, but just because one opportunity opened doors for one artist, it does not mean the same opportunity will for another artist.

In our "Performance Factors" workshop we take a look at Langevin's The 7 Performance Factors Model which can help you identify factors to mitigate risks and help you make take a more strategic approach to planning activities like shows, tours, CD releases, other marketing initiatives and more.
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Price, Product, Psychology
What is the best way to determine how much you should be charging to perform? How much should we be charging for our CD?Merch? In our "Price, Product, Psychology" workshop we will explore the psychology behind pricing, the benefit of bundling (this applies to you as a performer too) and we will even spend some time on merch booth management.
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Is Anyone Listening
How do you really know if what you are communicating is really reaching the intended audience? There are a variety of tools, models and articles with advice on how to best reach your audience. Most of which focus on what you should be communicating, when you should be and to who, but the one topic you rarely see covered is how your target audience receives your message.

In our "Is The Audience Listening?" workshop we take a look at how people receive information and react to it. We will introduce some models that explain how people react to and what they take away from new information and apply these models to some of the more common 'advice' articles and guides floating around the internet.
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Sponsorships, Endorsements, Investors and more
Ford, Trojan, and The US Army Reserve were all sponsors for the 2015 Vans Warp Tour. Comcast Xfinity and Subway sponsored Taylor Swift's 1989 North American Tour. Colgate, Nabisco and Pepsi have endorsement deals with One Direction. Motley Crue's first album was financed by their first manager Allan Coffman. A local band was given clothing to wear on stage by a local skate board shop. In all of these instances major corporations, investors or other business have provided something to the artist to help them achieve success, reach the next level or new audiences.

As an independent artist looking for support, how can you go about getting sponsored or endorsed? How do you go about finding someone willing to invest money into what you are trying to do? Do you simply just ask?

In our "Sponsorships, Endorsements, Investors and more" workshop we take a look at each of these options, breaking down the differences between them and spending some time on how to go about securing potential sponsorship or endorsement deals for yourself, tour, project or event.
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Building A Team (IN DEVELOPMENT)
When the right people are working together to reach a common goal that they all share, there is a greater chance for success. How do you know who are the right people to work with and what roles should they be taking on?
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