How To Make It In The New Music Business Book Tony Ward – The Music Marketer

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Tony Ward – The Music Marketer

Tony Ward is the founder of Man On The Ground, a Hong Kong-based music and entertainment consulting firm. Prior to launching Man On The Ground, Tony spent more than 15 years in New York City in executive marketing positions at Sony Music, BMG, Arista Records, EMI Records and Sanctuary Management. Tony has managed marketing campaigns for many successful artists including Santana, Sarah McLachlan, Patti Smith, Eurythmics, Beth Orton and Spiritualized. For three years he served as program director for Music Issues, Asia Pacific’s first annual music industry event. Tony shared with us his valuable insights into the future of music and the breakup of action.

RL: How did you start your music business?

TW: I have been a music lover all my life and have not thought much about growing up. Then in the 1980s I worked on a radio station at my college in the United States. I have always loved music from the UK – especially from the indie label then Virgin Records. So when I graduated, I decided to move to London and get a job in the music business. I actually managed the job at Virgin Records in London and worked there for a few years.

RL: What led to the creation of Man On The Ground?

TW: When moving to Asia, I immediately recognized that many Western artists or entertainment companies see Asia as an opportunity market for expansion and growth, and need someone to help them explore the diversity of the industry. This. Many people in the West see Asia as a big question mark and need help connecting, launching a product or service, or helping with career guidance.

RL: Tell us about your role in Music Matters? What led to you holding the position of Program Director?

TW: A few weeks after moving to Hong Kong, I was introduced to Jasper Donat, Music Matters Chief. He is looking for someone with industry experience to design conference programs and ensure speaker safety. We beat it. The conference has grown to become a leading industry event for Asia. My role at Music Matters is to create panel themes, locate appropriate panels and keynote speakers, and write programs. I also work in the festival section of the conference – Music Matters Live.

RL: Which artist was your most successful marketing campaign for?

TW: In the mid-90s, I was in New York City at EMI Records and worked with a band called Fun Lovin ‘Criminals. They are a great live band with an incredible personality and charm. We feel they are perfect for the UK and European markets, so we are focused on breaking up the band in the region and committed to that by bringing the band there again and again. Within a year they went from playing small clubs to big festivals across Europe and still have a huge following in the UK today. So the philosophy of having bands back and forth to the market worked, and I still believe in it to this day. I also worked on Santana’s Supernatural album, which sold 25 million albums around the world, so it’s really good.

RL: Who are your favorite artists to work with? Why?

TW: Without a doubt it was Patti Smith and we worked on several albums together. It sounds like a cliche, but she is a real artist – musician, artist, poet, writer and photographer. In 2007 she was inducted into the Rock and Roll Hall of Fame, and in 2010 she won the National Book Award for her book Just Kids. Many artists can say this.

RL: How do you think social media has affected the abuse?

TW: Obviously, it has become important to separate artists from all angles – for example, many artists are now found on YouTube and online troll labels looking for talent, so there are additional avenues for discovery. . When used effectively, artists can open useful communication and commercial channels with their fans through social media. But in the end, it’s still about music and live play. If you do not have the skills, it does not matter how many Facebook users you have in the long run.

RL: Where do you see the future of music titles?

TW: I think it’s looking at where it has been over the past 10 years, especially for independent and self-sufficient artists, but in a different way from how we have evaluated past successes. As an artist, it will be more about building your own fan network and marketing and selling directly to them. And it will continue to talk about the personal side of the business and have a global perspective.

RL: What is your advice for Indonesian artists everywhere hoping to take their careers to the next level?

TW: Work hard on being an incredible live action and always work to make your own craft. Take your time and do not try to skip any steps. Also, try to travel to various music industry conferences and events around the world. It’s not cheap, but you will learn a lot, perhaps build new and important relationships and understand how the industry operates from a global perspective. Look for all the opportunities out there for international festival venues – opportunities for indie artists. You could even try using the crowdfunding options available today to help fund your trip. There are also many online tools that Indonesian artists can use to increase their fan base – from selling and broadcasting music, studying, analyzing, creating and selling goods, raising money and getting music from distributors. Digital around the world. Study the equipment at your disposal.

Tony Ward lives in Hong Kong and continues to provide great marketing advice.

Man On The Ground Official Website: www.manontheground.asia

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