NATD brings in panel of experts with straight talk
By Preshias Harris
Being ‘good’ is not good enough. Aspiring artists heard that sobering statement from the platform as they met with members of Nashville’s music community at an NATD seminar on Tuesday, July 06.
The event was part of the NATD Speaker Series on the subject of ‘Breaking Artists.’ The series, presented by the National Association of Talent Directors (NATD) focuses on the various pathways available to artists in the country music space, both signed and independent.
The meeting was preceded by a pop-up two-song showcase by Avenue Beat. See note, below.
There were words of encouragement as well as some home truths from members of the panel about the do’s and don’ts of developing a successful career in music.
The featured speakers were:
- Leslie Fram, Senior Vice President of Music Strategy and Talent, Country Music Television (CMT)
- Phil Guerini, Vice President Music Strategy, Disney Channels Worldwide, and General Manager, Radio Disney Networks
- Jordan Pettit, Director of Artist Relations and Programming Strategy, Grand Ole Opry
The event was moderated by Todd Cassetty of Cassetty Entertainment.
Artists “must be ready”
It was apparent that all three organizations represented by the panelists make a point of recognizing and developing new talent. But they all agreed that, too often, emerging artists come to them before they are ready.
Fram said that they frequently set up meetings at CMT where a new artist can come in to meet with decision makers and maybe perform a song in a conference room. “So many artists come in who are not ready,” Fram noted. “If you can’t ‘deliver’ in meetings, you’re not ready.”
Pettit agreed. Many of the young artists he sees have developed their skills just in their bedrooms. “They may have recorded and re-recorded the video of one song hundreds of times in their bedroom, but they fall apart when they get in front of an audience,” he said. “If we build momentum, you’d better be ready. I need a body of work that’s ready to go. I need to see that you have a plan that goes beyond that song.”
“For listeners there are only two genres: ‘I like it’ and ‘I don’t like it.’ Just focus on writing or performing a great song.” – Phil Guerini
Find your own voice
Echoing the need for development, Guerini advises young artists: “Find your own voice. Instead of imitating artists you see on TV or online, take the time to develop as an artist. You’re not Taylor Swift!”
Pettit added that he sees a lot of wasted time. An artist records a four-song EP then wastes three or four years trying to do something with those four songs. Instead, he advises, “Get a bulk of work. Write, perform, find your sound.”
But the panelists made it clear that they see it as part of their job to seek out and discover new talent. Fram said that, in addition to seeing artists that come in to the CMT offices, she and her colleagues go to showcases or publishers’ meetings. Guerini agreed, saying that he personally scans digital platforms and reviews material sent to him by labels or artists’ management.
Pettit said that they had booked more than 400 acts last year at Ole Red venues, and this often exposes his team to new talent. (Ole Red is owned and operated by Ryman Hospitality Properties, Inc, as part of its Opry Entertainment Division.) “I’ve found artists just by surfing YouTube,” he added.
Good news for female artists
There were encouraging words for female artists. “It’s just not true that women won’t listen to women,” stipulated Guerini. “We can reach an audience [at Disney Radio] that’s really engaged with the music they hear.”
Pettit talked about the OpryNext program, a year-long artist development project. Of the four artists in this year’s OpryNext, two are female: Tegan Marie and Tenille Townes. (The two male artists are Riley Green and Travis Denning.)
CMT has a year-long Artist Discovery initiative. CMT brings 12 unsigned developing country artists in its CMT Studio in Nashville over one year to record demos with country’s leading producers in effort to launch their careers.
Fram added that CMT has been actively running their Next Women of Country since 2013 to support and expose developing female talent, both signed and unsigned, in a male-dominated format. The program has been expanded to include five CMT Women of Country Tours and a CMT.com digital series. alumnae of the franchise who have achieved both commercial and critical acclaim include Kelsea Ballerini, Maren Morris, Lauren Alaina, RaeLynn and Lindsay Ell.
Reaching decision makers
The panel was asked how aspiring artists can reach out to industry people such as them. Lam said that, in addition to proactively seeking out new talent, CMT receives emails directly from music publishers and artists. “We’ll listen to it. If we think it’s okay, we bring it into meetings for my colleagues to listen to,” said Fram.
Petit said that his company has a ‘no solicitation’ policy. “But we don’t always abide by it,” he added with a smile. “People email us with songs. We gather weekly to listen to new songs. If we like a song it might go into a queue, if we think it might work for us, based on tempo or whatever.”
Speaking of different musical genres, Guerini said that for listeners there are only two genres: “I like it” and “I don’t like it.” Just focus on writing or performing a great song. Lam agreed, saying, “Just go for great music. The good song always wins.”
Avenue Beat “Delight” room with showcase
At the beginning of the NATD meeting BMLG’s Valory Music and Tape Room Records presented a two-song showcase by their newly signed artists, Avenue Beat. The trio of teenage girls, Sami Bearden, Savana Santos and Sam Backoff that comprise Avenue Beat went from teaching one another how to harmonize to playing local talent shows and festivals to making trips to Nashville for writing sessions.
Their self-titled EP, produced by Ashley Gorley and David Garcia with lead singer Savana, dropped July 26. Catch the music video to “Delight,” one of the tracks from the EP, at YouTube here and check out their website for more info about the trio. They’re a freakin’ delight.
About NATD
For more than 60 years, NATD has been a vital part of the Nashville Music Business Community by professionally representing, directing and promoting the entertainment industry through its members. NATD is a 501(c)6 trade membership organization with a charitable arm. To find out more about NATD and their upcoming events or to become a member, visit their website or follow them at Facebook.
Preshias Harris is a music journalist and music career development consultant with the emphasis on new and aspiring artists and songwriters. Her book, ‘The College of Songology 101: The Singer/Songwriter’s Need to Know Reference Handbook’ is available at www.collegeofsongology.com Follow her blog at www.nashvillemusicline.com