She Got Signed: A Tale Of Today’s New Fangled Deals

by Cari Cole

It’s true that artists still get signed – certainly not every day, but some days. Yes, the record business is on its knees – just like many other industries in the world today. “The times, they are a-changin’.” So it’s not the same playing field it used to be. Artists now have to have the full package coming to a label, the days of artist development are over (from labels – but it’s there to be had – you just have to pay for it upfront now). It’s not all bad news though – maybe artists will stay truer to their music, before they get messed with by a label – and that’s a good thing. No one knows what’s really coming next but it’s got to be better than what it was.

I see the future as co-collaborative across the board – and in the music business that means – artists will share more of the risks AND more of the rewards. They will have to invest more on the front end (time, faith and actual money in developing their craft and music – and building a fan based business), but they will also share in more of the profits as a result – i.e., the new 50-50 deal (after expenses of course). More about that coming up.

Gone are the days of bankrolling an artist that ends up getting shelved – and I think that’s a really good thing. That always freaked me out. What a waste – tragic for artists really. Can you imagine all of your sweat and blood – precious years spent writing only to be tied up and bound by contracts – what? I know some of you have had that experience, and it’s grueling. Katy Perry went through several record deals and shelved songs before her final break. She talks about sitting in her VW waiting to hear her songs on the radio only to find out her record was never coming out – ever. Right down to the end of the line, ready to be released and it still got pulled. Not pretty.

New deals are sprouting up like weeds – the traditional “deal” is falling by the wayside – for good reason – it’s a rip off. In the old model, everyone but the artist makes money first – until the long tail trails off and the artist makes their pennies, comparatively speaking. And then there’s the schemes and scams, the loopholes… the new deals? – some of the same (schemes and scams) but promises something for everyone, and potentially more for the artist. In any changing business there is thievery and scams – so it’s prudent to be careful and look over everything with a fine-tooth comb (that’s what your lawyer is there for – don’t EVER think of signing anything without their approval).

The good news – There are new ventures and new ideas surfacing to replace the old worn out shoes. It may not be perfect yet, but it’s moving forward…

One of my students (my Artist-in-Residence 2009-2011) just signed a deal. It was the direct result of the work we did together. Before I met her she had never written a song in her life and had a dream of singing on a big stage and being a famous singer but had never set foot on stage as a performer. Together, we rolled up our sleeves and went to work. I taught her how to write songs, find her style and become an artist. Over 22 months we created a catalog of 20 songs, got 2 songs in 2 films (one that won its category at Sundance in 2011 where we performed at the party for the film “to.get.her” in Park City at Sundance in Jan this year) and we got the attention of Cutting Edge Music Group (the LA/London based company who did the music supervision for Kings Speech) – the ones who just signed her to the dotted line. Yeah, it’s a new fangled kind of deal – the one I was talking about that is replacing the old dinosaurs. It’s new, exciting and cutting edge – apropos.

But – let me be clear, it wasn’t overnight. I spent almost 2 years of my work life – a lot of sweat and constant vigilance – guiding, shaping, molding, sculpting, carving, mentoring, navigating, strategizing and planning. And on her end – she wasn’t a stark beginner – she had graduated from music school/college and was a trained actress with a pretty terrific voice to start with. She committed herself to our work together – she did-the-work, surrendered to my coaching completely, and dove in head-first with no holds barred. She followed instructions, took every incentive, and was open to every idea we discussed. She took the risk, invested in her self big time and between her determination and my expertise – and the extra bonus that we struck a chord as songwriters, we were able to make her dream come true. And… because we set the right foundation, she is now poised to become very successful. I’m thrilled, excited, proud – you name it – to watch the making of a beautiful new star in the world. Nothing brings me more joy in my work as an Artist Developer.

Congratulations Rainsford. I believe in you.

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