Saturday, September 27, 2014

Productive Professional Progression!

In the last 2 years, so much has changed, yet so little. My surroundings haven't changed, it's my personality that has, in a way that I enjoy, and it has evolved specially quickly ever since I left Black Sunset a couple of months ago. I am now fully focused on concert promotions with Kultured, and I am proud to say that I have been productive in terms of developing my popularity as a promoter in this city. I am starting to know plenty of people in the Toronto EDM scene, and vice-versa, and it's quite an invigorating feeling. I am now the head promoter for Kultured. Nothing trumps hard work and playing your cards right. Maybe I overthink a lot of things, but it is natural for me to find myself being very critical of my flaws.

I am right now coming from a show that I promoted. I spent the entire day today promoting the show and responding to patrons looking for Safe in Sound tickets (I thought that my phone was going to explode at one point, since I was literally getting a text every 2 minutes. My room mate is a witness.) Safe in Sound is the current Flux Pavillion tour, also featuring Destroid. It was a good show, the crowd was friendly and the music was energetic, as expected.

I love my job, sometimes I think to myself that this is the job that any 22 year-old guy would dream of having. You gotta be very organized and, of course, like to socialize. It certainly has unearthed the social Luiz in me. Overall, I am doing what I like and I feel happy that things are finally stabilizing. Do what you like and money will always follow. I like doing this, but I don't consider it a powerful role in terms of impacting the Music industry. That's what I aspire to do, and I think that artist management will put me in that position.

Speaking of artist management, I have accepted having to have left Black Sunset Music, where I was managing Mixail. On the day I told my boss that I was calling it quits, I felt like I could be taking a dangerously big step back, given how I saw potential in the label and how I had put time and effort into Creative Artistic Direction (a fancy term for "branding") for the Mixail Project. I was passionate about what I had created for Mixail, and I knew that if I were to leave, the project would be left unattended. So, naturally, having to leave made me deeply upset, furious even, it was a feeling that I had never experienced before. It's like beginning a personally special project and stopping halfway because of certain unalterable circumstances. But now, it's done, I have come to terms with it, and... what else can I do other than move on to new, bigger things? And that's where Kultured comes in. I have good feelings about Kultured, the team is growing nicely and the ideas are strong.

What else is new? Well, I'm still at the Harris Institute taking Audio Engineering, I will graduate in early November. It's very hands-on; I've been working on some fun and interesting assignments such as audio post-production (specifically, foley and sound effects) for a video game trailer (I will upload the finished project soon!). The program is overall very comprehensive, and I enjoy learning the material, but I can't wait to finish school and get to focus on my own work. I consider myself an artist first, but my goal is to work in the business side of the music industry until I can make a comfortable living with the creative side, which would have been until then solely a hobby. Harris is an excellent school, but due to the nature of this industry, many of my current colleagues will unfortunately end up working unrelated jobs to sustain themselves until they can find a good employer or develop their own businesses to a self-sufficient level, which takes time. This is a difficult industry to make a living off of, but I feel like my strategy will work well. It was a good move to have taken the school's Music Business program first.

However, all that being said, there is only one thing making me nervous: my Canadian visa. It expires in a few months, and it is complicated. I want to stay here, especially since I have grown well as a promoter, which of course is a very local job. If my fate is to go back to Brazil, so be it, but all of this work that I have put into building a reputation as event promoter among club goers in Toronto will, sadly, fade quickly once I leave. However, going back will have its positive sides too - Brazil's music industry is strong and there is a big company looking to interview me, which I will not name yet.

Overall, life is good. It's quite a thrill, really, to be working in the Music Industry nowadays. I see it as the Entertainment format that is evolving the quickest. No surprise there, since there are so many people able to make music now. Also... fuck genres, the true gatekeepers are becoming the fans now, not radio working alongside labels. Radio is less and less powerful now, and direct-to-fan interaction methods are more.

Sometimes I feel like I focus too much on my professional life. But what are my other priorities right now? Maybe... it's time for me to find a girl. If only I lived alone, though... Yes, I should make that be my next goal, if I remain in Canada: finally get a place for myself where special guests can feel comfortable at.

I haven't been in touch with my older colleagues with whom I studied the business of Music, nor have I heard anything about them. I occasionally wonder how they're holding up.

- LM

Friday, July 25, 2014

A New Chapter: Leaving Black Sunset Music

Yep, I left Black Sunset Music. Wait... what!?

I worked there for exactly one year, and now it's time to move on. Working as manager for Mixail was way more exciting than I had anticipated when I was first brought in (creating the story line was tons of fun), and I've learned quite a great deal about how to operate a record label from this experience. But things developed in such a way that I couldn't continue. Mind you, I wasn't fired; it was my decision. It's complicated and I don't feel like getting into details.

I have tons on my mind and if it weren't for my status in Canada, I'd open up my own artist management agency. Since I can't, I'm now in search of a job and, with the knowledge I got from Harris Institute and the experience from Black Sunset Music and Kultured, it shouldn't be hard to find one. I have an interview coming up next week, and I have my eyes on other options too. A Russian record label that releases Trance has also invited me, it's a big gig and I'm considering.

Overall, it's a mixture of feelings. On one hand, I like the label, I think it has potential given the team, the talent, and the ideas. I hate to leave and I would have stayed if I could, but I had no other choice. On the other, I can now focus on college and event promotions, and use my spare time to learn and experience new things I couldn't before since it was a pretty busy time for me. Hopefully the Mixail Project will continue strongly without my help. When I left, he had a pending release on one of the biggest record labels, which leaves me more comfortable with leaving.

This also means that I can post here more often!

In the meantime, my final term at Harris Institute has recommenced and this means that I'm four months away from attaining my second diploma at this college (the first being my Music Business one), Audio Engineering. It's interesting, and my favourite course, not to my surprise, is Game Audio, where we, uhm... learn how to sync audio to games. My instructor does audio for Ubisoft, which is very cool. I should have graduated this month, but I decided to stretch out my last term into two so I could juggle work. It worked perfectly.

So many changes ever since I began writing this blog, no?

- May 2012: Moved from Waterloo to Toronto after dropping out of my first year of Wilfrid Laurier University, where I was studying Music Performance. (Very interesting material and the uni was offering me to study for free for all years - VERY difficult decision there, but I made the right choice.)
- June 2012: Passed the selection process to attend Harris Institute in Toronto, the #1 college in Toronto for Music Business and Audio Engineering, two separate programs, and began the Artist Management Program (my first of what I didn't think would develop to be two programs, since I ended up liking my first year so much).
- September 2013: After working at a shitty promotions company for a few months, I left for Kultured, another event promotions company while I was studying the Artist Management Program and, after finishing AMP, started my 3-month trial with Black Sunset Music as artist manager which later in November turned into a job.

And now we here. I've gotten used to big changes, they have all been given good thought and I'm happy with everything that's happened to me so far. And the lack of monotony in this industry is thrilling.

I have to tend to my Kraft Dinner now. It may actually serve as a hint as to why I had to leave, and why this situation with the label may be temporary.

Wednesday, June 04, 2014

Mixail 005 - Art vs. Deadlines

Can you guess what this is?

It's Mixail's first album, being administered for release. ohsnap.jpg

Of course it's biased to say, as his manager, but I personally like the music in this album very much. He on the other hand doesn't feel it the same way as I do. And I wasn't surprised when he told me this. When he did, I wrote to him Ira Glass's famous quote:

“Nobody tells this to people who are beginners, I wish someone told me. All of us who do creative work, we get into it because we have good taste. But there is this gap. For the first couple years you make stuff, it’s just not that good. It’s trying to be good, it has potential, but it’s not. But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you. A lot of people never get past this phase, they quit. Most people I know who do interesting, creative work went through years of this. We know our work doesn’t have this special thing that we want it to have. We all go through this. And if you are just starting out or you are still in this phase, you gotta know its normal and the most important thing you can do is do a lot of work. Put yourself on a deadline so that every week you will finish one story. It is only by going through a volume of work that you will close that gap, and your work will be as good as your ambitions. And I took longer to figure out how to do this than anyone I’ve ever met. It’s gonna take awhile. It’s normal to take awhile. You’ve just gotta fight your way through.”

An artist who makes Art his profession needs to understand that there is no right or wrong in what they make, perfection does not exist. You are working with creativity, which is completely intangible and comes from within, and when it's not perfect to your standards, which is just like what Glass explains, you don't want to publicize it.

This is why deadlines are the curse of the professional artist. It is my job to enforce them so that they can make Music become a profession in the first place (who wouldn't love to make music for a living?) but I bring out the patient psychologist in me whenever an artist says "I have writer's block". It's not easy, and adding stress (deadlines) to the creative process makes it worse. 

However, there's gotta be a limit, of which the both of us have to be consciously or subconsciously aware. Here's where the psychology gets interesting: if you're an artist, you totally get what I'm saying. So, you understand that I understand. When I know that you understand that I understand, it forms the perfect relationship, one with mutual understanding of our individual responsibilities in relation to one another. Business and art are two very different animals. But if you want to make it in the music industry, it can't be a Tom & Jerry relationship.

I'm saying all this, but, with Mixail, it's not been stressful. He gets things on time - the important ones at least :) (Explorator and Among Stars were made in 5 hours... once he's in his element, he works quick!)

Keep an eye out - June 30 is the release date for Prologue ;) 
I'd love to continue writing but I have to buffer tweets. 

Tuesday, May 06, 2014

Currently in the Life of an Artist Manager

Life is awesome. Seriously, I love my job. I think it matches me perfectly.

Sure, I spent 4 hours today doing "Label Recorded Repertoire Registration" which is data administration for Black Sunset Music's released music, it's robotic, it's the epitome of monotony... but I don't mind.

Notice how I went on to talk about work after saying that life is awesome? Bluntly put, pretty much my life is revolving around that. My boss tells me to take more breaks and not overwork... I refuse... I'm happy to get work done, and we are seeing results. Out of the plenty of good news, here's one that I'm allowed to write about: Richard Durand, who took over the yearly In Search of Sunrise compilation from Tiesto some years ago, chose to sign a track by two of our most talented producers, Assaf and Jeremy Vancaulart, and... wait for it... place it as the third track in the compilation.

Continuing on the subject of producers, as of Mixail, we've hired a designer to work on his debut album artwork. The idea should look great on a vinyl cover, but we're not printing vinyl of it... In the future? That would be cool. This album actually has an interesting storyline, and I have it all in my head for a music video ala Interstella 5555. Did it really take Daft Punk $4 million to create that? ...this will have to wait. When the time comes to publicize the Mixail storyline, it will actually be perfect timing to do it, it will be some time from now but it will be a good way to introduce new fans to his (at that point in time) earlier work. Indie game developers are springing up all over the place, could it be cheaper to make a video game out of it? This excitement drives me nuts.

I'm also at school for audio engineering which is extremely interesting, and there's plenty of work to do there too. Learning about recording consoles and recording techniques, designing sound for movie trailers, audio post-production, learning about audio electronics... the list is pretty deep. There's even a web development course which I want to learn to make websites for the artists at the label.  For startup labels, multitasking is key. (I also want to do a redesign for this blog which looks like shit.)

So yeah, just a quick update on what's been going on. I wish I had some more time off to really focus on writing more profound opinions of mine about the music industry, but I can quickly say this: I think a lot of what's being put out is straight up monotonous. The gatekeepers are afraid of creativity, taking risks, and so in turn are the labels and managers. Too much focus on sex, partying... which is fine, but ALL the time? I understand that sex sells, but it gets irritating/annoying. I won't mention any examples. How about something more profound and innovative in the mainstream?

Sunday, April 20, 2014

Mixail 004 - "Saw" Track List

#5am post. For those who are reading this as it's being posted: hello Eastern World!

I'm becoming nocturnal on weekends because I like this time so much. I slept a bit through the day and now I've been choosing the tracks for Mixail's debut album which we're titling "Saw". It literally took me a few hours to get it perfect.

Why so long? Track list is important and there are many things to consider. Not only do the tracks need to be organized based on quality, their names should be taken into consideration too. Remember Daft Punk's Interstella 5555? A music video animation for the entire LP was developed that synced well with the names of some tracks. Some, not all. I think I've hit the nail on the head with this one though. Oh how we'd love to have an Interstella-type video for this album, but this will have to wait. At least Extraction is getting its own video, which should serve to introduce the storyline in very subtle way. It's under development still, and this needs to be done asap because we will be using a screenshot of the video as the artwork for the album.

I'm listening to A New Love now, it's the closer of the album. What a great track. Call me biased, but they are all so good. Emotional, melodic, certainly musically unique. Some have called it a new genre.

Wednesday, April 16, 2014


Have I unintentionally created a trend when I find the time to write? I think my last three posts were all written at abnormal hours like 4:00 in the morning. EST, Toronto CA time. Like right now.

Not surprisingly, I love this time. I would say it's my favourite time of the 24hrs. For some reason to me, daytime carries a characteristic hasty feel to it when compared to this time. It's a time that I can focus on planning for the next day, reading, studying... It's a time that I feel like everyone around me is on pause (because I consciously know they are so - my local friends are all asleep!), and I am being given the chance to stay and be with myself. Although, the switch of a tab here brings me to connection with the eastern side of the global map... providing a world that never sleeps for everyone in this planet connected to the Internet:

And that's the internet of 2014, strong as ever. Notice the word "trend"? I feel like writing a bit about Twitter today.

One reason why I love Twitter: the world never stops there. One side of the globe is always awake, and sure thing... they're on Twitter!

As an artist manager, this sure does play a role in getting results for the artist. I want to schedule a gig in India? Ok, but I'll have to be calling in the middle of my night. I want to reach out to more people in Europe when I Tweet? Ok, but better tweet at a time of the day in which they are using the internet at its daily peak time. The internet, and its ability to provide worldwide (potentially massive), instant communication and, most importantly, interaction (unlike television or radio) is the revolutionizing aspect of the 21st century.

The other reason I like Twitter is that you get to communicate with all of your followers, unlike Facebook.

But I don't get why people criticize Facebook. Advertising costs have always been calculated per person reached (or per mil, same math), so why doesn't it make sense for Facebook to charge the advertiser per interaction? The advertisers even have the advantage of reaching more people than what they pay for if people see their ad but don't interact with it (but this may already be accounted for in the pricing... I'm not sure but I bet it is!). So how can companies really get pissed off about the fact that Facebook demands money in exchange for the Marketing utility? Making advertisers pay is a logical business move when it comes to making $$ out of your huge user base's expense, the expense coming from the fact that Facebook had turned into an obsession, first from the personal users (as a social media website) and then, as a result of this massive user base in addition to Facebook's attractively accurate statistics used for advertisers to reach their target audience, company profiles.

Since last year I keep hearing about Twitter and their "Native" advertising method but I've never been prompted with the option of advertising my tweets. I'm sure it will get here (if it hasn't already in a way I'm oblivious to).

But yeah, that's what I've been thinking about lately... the never dormant area for mass communication that the internet has become with Twitter and other sites like Reddit and 4Chan (Facebook to a lesser extent, I find). Microvlogging (Vine) was an expected idea to follow Twitter. It was fun with MSN way back when I was in Middle School, but Twitter is like MSN on steroids.

Funny, I initially felt like writing about Music when I came here but I totally changed my attention to Marketing as I began thinking about how the Internet has played a role in my upbringing. Regarding Music, I have great news that I'm itching to blurt out to you guys but it's too early. :/ Overall I've been doing well, tons to do and tons of time management efforts daily, but things are progressing in a way that I'm satisfied with. I'll make a better effort to write here more often.

I need to get some sleep now, I'm working on Mixail's website when I wake up. Wordpress is pretty awesome... Just thinking about the future of web development makes me want to continue writing. But, that's enough for one sitting, I'll write again when I'm not so tired.

Tuesday, March 25, 2014

Mixail 003 - Extraction / Among Stars

The double-track Extraction / Among Stars single got released today, March 24. It is one of Mixail's strongest tracks to date and it got good results, especially now that the fan base is growing and getting to know him better.

A few of the first fan comments :)

The music video for Extraction is developing nicely. Sean Mitchell, my room mate and founder of Axon Parallax Visual Art Design, is hungry to get into the music industry and, being the perfectionist that he is, it may take us a month to finish it. Which, even though it's a long time after the single has been released, is fine by me. I prefer to upload quality content to the fans instead of uploading some shitty thing just because of the track's release date.

In the Mixail Fan Community, we are uploading pictures of the video's development process every Friday. I think it's fun for the fans to check out and immerse themselves further into the Mixail project. Last Friday's picture is the following:

Monday, March 17, 2014

Quickly Catching Up

The post frequency here bothers me. I have thought of a way to start posting more often and I came to this conclusion: I need to change things here a bit on this site. I'm not talking about layout (which I realize sucks for now) but actual content - there are some subjects in the tabs that I haven't written about in the longest of times. I'm not saying I'll erase those ideas, but remodel things a bit so that I can manage to post more frequently here without having to write a lot every time (for example, I don't have time to do a proper Album Review, which is one of the tabs). Plus, Management and Career Journal have become quite the same thing lately. I have some ideas going and it should make this a bit more enjoyable, at least for me. (I don't care who reads this stuff... as explained in my very first post, I don't do it for you anyways. But having said that, the curious are welcome to follow along.)

Things have been going well. Lots to think about and sometimes I feel like adulthood punched me in the gut. It's been a quick change. It is not Brazilian tradition to have a job while in High School (not where I studied at least), and now that I consider myself heavily involved as a student, concert promoter, and artist manager (with a record label & a talented producer to manage), it's quite different from when I was at Laurier for university study, for classical composition and performance. It's not just studying and learning anymore, it's actually making things happen... it's more real. I like it. I feel like I have matured much more in the past year - hell, in the past months. I think I am taking the punch well.