Going For It...Heart & Soul . . . By Director Wayne Hall

November 3, 2009

Wherever we can here at SBA, we look to support independent and up-and-coming artists. Inclusion of their tracks, whenever possible, within our various audio and video programs, and the “artist of the month” initiative (part of our monthly newsletter) are the more obvious areas, while general advice on business matters and part-time employment also come with the territory.

There’s no doubt, though, that what an artist really wants to do – what drives them -  is the opportunity to perform…

Earlier this year I was discussing the challenges and “philosophy” of Business Music with a Sydney based artist – in particular the nature of how a great business music program should create a “condition” or follow a “theme” -  when we got talking about Christmas music.

ARTIST: “Bloody Christmas music… if it’s not the same ol’ traditional stuff that we’ve heard a hundred times before, it’s Mariah Carey singing so high that only dogs can hear her… or a contemporary artist who’s vibe is “this was someone else’s idea….”

ME: “Don’t get me started…. and what happens when we do put a great Christmas program together ? (that’s every year here at SBA, by the way). We get a load of requests from our clients wishing to on-sell the music to their customers, something which is  virtually impossible given the clearance procedures we have to go through with the labels…. all too hard, and very frustrating....”

And the discussion went.

A few month’s ago the same artist called by….

ARTIST: “I’ve thought about what you said…. about the need for a collection of Christmas Songs that have been interpreted and arranged in such a way that they can be enjoyed while sitting in a café and reading the paper… or in a loungeroom while opening presents…. one’s that would create a positive, happy vibe in a retail environment  (had I said all that?)…. and I’ve selected a bunch of songs that I’m going to record that will deliver this condition. What’s more, I don’t see this as any sort of artistic compromise. I know that if I do this in a way that follows a “brief” it will challenge me artistically as much as anything else I’ve done. Perhaps more so….”

ME: Fantastic… when did you start thinking about “briefs” ….?

ARTIST: “Plus, I took on board what you said about being able to offer your clients the capacity to package up a collection of instore songs in a way that adds value to their business - as a sampler, premium giveaway with loyalty program… or an outright counter-top sale – so I’ll be setting up the rights so this can be done.. I’m also going to design some supporting promotional packaging that will make it nice and simple for the retailer to make the offer to their customers.

ME: Rights ? Counter tops…?..When did you start looking into rights..?

ARTIST: Like you said, there are really effective, low cost ways to work through business to business channels to get exposure for your songs… you just have to think it through in terms of making sure you are appealing to the right audience and adding value to everyone in the supply chain…

ME: Supply chain ..?

ARTIST: Well, I've got to go… I’ve got some great artists lined up for the recording, and they are really excited about the whole concept. We’re even forming a band to do some special gigs – I’ve already had some offers to open a few Chrissy shows on the back of the project. Plus we’ve got some great ideas for the album cover…Did I tell you about my contacts in the press … they’re keen to review the album….

ME: No, but I’m sure you…

ARTIST: Like you said, this is as much a business story in terms of the way songs can be taken to market as much as it is an artistic story. Wish me luck…

I don’t think you’ll need it….

And so it is that Cass Eager hasn’t needed any luck. She has finished recording and mastering her songs, designed her images for both physical and electronic release, determined her promotional and distribution strategy (a creative mix of grass roots “discovery” and mass exposure approaches), and confirmed a series of upcoming performances, including the album launch and headliner gigs.

Critically, the quality of the songs is fabulous – a fresh take on Christmas. According to our music programmer’s review of the collection, Santa really has got soul, so no doubt the songs will feature prominently in many of our Christmas programs for many years to come. With the added advantage being, of course, that our clients can cross-promote in imaginative ways (should they see fit) to their customers.

Cass has demonstrated that she is up to the challenge of implementing “new” ways to connect with her market and generate business….which inevitably means finding opportunities to perform. All made possible through a blend of raw enthusiasm, creativity and commercial acumen.

To quote her the last time we spoke “I’m bloody excited!”

So she should be….



"Santa’s Got Soul!" – a collection of cool, funky Christmas songs by Cass Eager and the Mo' Debleys.

For purchasing, distribution and media enquiries, contact:
Cass Eager
cass@casseager.com
0418 459 360

To listen to the tracks, and for more info, please go to:
www.myspace.com/santasgotsoul

For the tracklistings click here.

Wayne Hall
Director

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