Tony Ward is the founder of Person On The Floor – a Hong Kong-based audio and enjoyment consultancy organization. Just before launching Guy On The Ground, Tony invested about 15 many years in New York in executive advertising and marketing positions at Sony Tunes, BMG, Arista Documents, EMI Documents and Sanctuary Management. Tony managed advertising and marketing campaigns for lots of profitable artists, including, Santana, Sarah McLachlan, Patti Smith, Eurythmics, Beth Orton and Spiritualized. For the previous a few a long time, he is served as the Program Director for Tunes Matters, Asia Pacific’s yearly premiere tunes marketplace event. Tony shared with us his useful insight on the future of audio and the breaking of acts.
RL: How did you get began in the music business enterprise?
TW: I’ve been a tunes fanatic my total everyday living and failed to think of substantially else escalating up. Then, in the 80s, I labored at my higher education radio station in the US. I constantly cherished the music from the British isles – specially from the then indie label, Virgin Documents. So when I graduated, I resolved to transfer to London and was identified to get a career in the audio organization. I in fact managed to land a task at Virgin Documents in London and worked there for a couple of decades.
RL: What led to the generation of Male On The Floor?
TW: When shifting to Asia, I right away recognized that lots of western artists or amusement organizations now see Asia as an chance current market for growth and expansion, and are in will need of an individual to assist them navigate the nuances of the industry here. Numerous from the west see Asia as a significant problem mark and require support earning connections, launching a merchandise or support, or aid with occupation assistance.
RL: Tell us about your part in New music Matters? What led you to take the place as Application Director?
TW: Quite a few weeks immediately after going to Hong Kong, I was launched to Jasper Donat, who is President of New music Matters. He was on the lookout for someone with marketplace working experience to design the conference system and safe visitor speakers. We hit it off. The convention has grown to be the premiere business event for Asia. My part at New music Matters is to create the panel topics, find appropriate panel and keynote speakers and generate the program. I also work on the festival aspect of the meeting – Music Issues Reside.
RL: What was your most profitable marketing marketing campaign for an artist?
TW: In the mid-90s, I was in New York at EMI Documents and labored with a band termed the Fun Lovin’ Criminals. They were an astounding stay band with outstanding personalities and charisma. We felt they were best for the British isles and European marketplaces, so we focused on breaking the band in that region and committed to this by having the band there yet again and again. In excess of the training course of a 12 months, they went from participating in little clubs to massive festivals across Europe and nonetheless have a huge following in the Uk right now. So the philosophy of possessing a band return repeatedly to a industry labored and I continue to feel in it to this day. I also labored on Santana’s Supernatural album, which bought 25 million albums close to the earth – so that was pretty amazing as effectively.
RL: Who has been your favourite artist to perform with? Why?
TW: Devoid of a question it was Patti Smith and we worked on quite a few albums alongside one another. It appears like a cliche, but she is a true artist – musician, painter, poet, writer, and photographer. In 2007, she was inducted into the Rock and Roll Corridor of Fame and in 2010, she received the National Book Award for her guide Just Young ones. Not numerous artists can say that.
RL: How do you think social media has impacted the breaking of acts?
TW: It has of course turn into crucial in breaking an artist from numerous angles – for instance, lots of artists are now found on YouTube and labels troll the internet seeking for expertise – so there is an additional avenue for discovery. When utilised proficiently, artists can open a incredibly handy line of conversation and commerce with their supporters by means of social media. But in the end, it can be nevertheless about the new music and taking part in are living. If you you should not have that knowledge, it isn’t going to make any difference how numerous Fb followers you have in the very long operate.
RL: In which do you see the future of music heading?
TW: I believe it really is hunting up from where by it is been going about the past 10 years, especially for the independent, self-enough artist – but in distinct strategies from how we have gauged accomplishment in the past. As an artist, it will be additional about producing your personal network of fans and advertising and marketing and providing instantly to them. And it will keep on to be about the reside facet of the organization and owning a world-wide standpoint.
RL: What is your advice for indie artists everywhere you go who are hoping to just take their occupations to the next stage?
TW: Do the job really tricky on getting an amazing dwell act and always get the job done to hone your reside craft. Take your time and do not try to skip any actions. Also, consider to travel to the several music market conventions and functions about the environment. It’s not low-cost, but you will discover a terrific offer, possibly make new and vital connections, and have an understanding of how the business operates from a world-wide standpoint. Glance for every opportunity out there for intercontinental pageant efficiency slots- there are options for indie artists. You can even attempt to use the crowd-funding possibilities that exist these days to assist fund the trip. There are also so lots of on-line tools that indie artists can use to expand their fanbase – from providing and streaming music, researching analytics, producing and providing merch, elevating funds, and obtaining your music dispersed digitally about the entire world. Analyze the applications that are at your disposal.
Tony Ward lives in Hong Kong and continues to dispense good advertising and marketing tips.
Guy On The Ground Formal Web-site: www.manontheground.asia