Stand Out Selector, aka Steffen Franz, combines the best of art and business with his eclectic background.

With major changes in the modern music industry, independent artists and labels seek new ways to get their music out. Steffen noticed these issues as he himself has faced distribution challenges, too. He launched Independent Distribution Collective in 2004 and since then has grown the company from 9 labels to over 250 labels with close to 300 releases in less than 5 years. In addition to launching a physical distribution company, which now includes both digital, film and DVD distribution, SOS has also developed services like “InstantDistro” a turnkey marketing and promotion service, and “A La Carte Management” which helps advance the independent music community and educate developing artists.

A dancehall innovator, a DJ / producer / remixer and the owner of PSM Recordings, he has been bringing his conscious reggae vibes to throngs of people from New York to the Hawaiian Islands (and San Francisco in between) for almost 2 decades. A New York City native, SOS moved to Maui in 1991 where he broke the freshest dancehall tracks to scores of locals as well as tourists from around the globe at Studio 505, a Stephen Stills’ nightclub. At that time he also managed and produced Marty Dread & Culture Shock, the most popular reggae band in the islands.

1993 brought him to San Francisco to play venues like Miss Pearl’s Jam House, Kennel Club and others. Together with former partner Stefan G. (video/multimedia specialist), a brand new concept in global sound systems was formed: Positive Sound Massive. PSM features an array of international vocalists, rappers, toasters and musicians, including rapper Wookie J., whom SOS imported from Maui.

In the late 1990s, SOS DJ-ed at hundreds of shows throughout California, Nevada, Washington, New York, Australia and New Zealand where he opened for the Beastie Boys “Hello Nasty” World Tour. He has produced dozens of multi-artist stage shows and the Nicodemus “Dancehall Giant Tour,” as well as the Rocker-T “If Yu Luv Luv, Show Ya Luv” national US tour featuring Shinehead and Sleepy Wonder. He has remixed tracks for artists such as: Barrington Levy “Work” (MCA), Capleton “Wings of the Morning” (DefJam/RAL), Beenie Man “Tear off Mi Garment” (Island JA); and produced tracks for artists Nicodemus, Shinehead, Ras Michael, Barrington Levy, Rocker-T, Jamalski, Wookie J., Karney, DJ Collage, Poetz4Peace, and SF local hip hop group New Dealers.

SOS worked as Reggae Buyer for Rough Trade Records in San Francisco, and as Reggae Editor for American Music Press, a Bay-Area music monthly. From 1994 through 1998, Steffen was the Production Manager for the Paradise Lounge and Transmission Theater in San Francisco and still found time to write and review for independent publications. He has tour managed Mix Master Mike, traveling the globe on both of Mike’s solo tours and with the Beastie Boys. SOS also fronts an alternative rock group Crocodile Tears, plays bass in a Stoner Rock band called Not For Not, and is a member of “biL” – a dancehall, surf, hip hop, who-knows-what else conglomeration of excellence.

SOS is the founder of Positive Sound Management. PSManagement represents Rocker-T, Poetz4Peace, Haji Mike, Ian Collins and Karney, exclusively, and consults a number of other established and developing artists.

Recent studio works include production for over a dozen artists and bands. Production and Engineering credits include Nuffsed, Rastrillos, Haji Mike, Jahson Ites and new releases from Essential I and a compilation which includes music from Jahson Ites, Lutan Fyah, Essential I, Chezidek, Ms Triniti, Adrian Xavier, Halfpint with Ishi Dube, Ras Attitude, Promoe, Huckleberry, Prezident Brown, Norrisman with Jah Sun, Wisdom, Oren B Scripture, Haji Mike and Rocker T for Sick Donkey Records.

Steffen teaches Music Business 101, 110, 301 and 310 @ Pyramind in San Francisco.

Kurt Kunselman, Director of Digital Distribution / Business Development, Independent Distribution Collective

Kurt Kunselman started his own San Francisco-based Internet music label in 1999. Before that, he played in several San Francisco bands under the name “Kutre”. When an Interscope A&R rep approached him about signing one of his bands and this fell through, it sparked him to start his own label: Chameleon Music. His label would reflect where he saw popular tastes going due with expanded music availability via the Internet, and encompass many genres. He was an early adopter of MP3.com and Liquid Audio technologies and services for Chameleon artists.

In 1999, Kurt completed an MBA in International Business and Consulting in Italy while maintaining Chameleon’s Web site. On his return to the U.S., Napster had taken over and people weren’t buying songs online. Chameleon survived through Kurt’s new experiences with managing the band Invisible Green and street promotion savvy. During this time, he founded a 501(c)(3) music charity called Chameleon Music Foundation to help unsigned musicians in the Bay Area. CMF has since started Unsigned Artist.org (local showcases), AMP3 (Bay Area Music Networking Organization) and Peanut Butter and Jam Music Sessions for Kids (empowering young people 6-17 with music business knowledge).

With digital music on the upswing in 2003 and 2004, Kurt got back to Internet music distribution where he helps artists get distribution through iTunes, ringtones, mobile phone downloads other technological advantages indie artists can use.

In 2006 Chameleon acquired part ownership of IDC (Independent Distribution Collective), a physical distribution company. With this partnership, principals Steffen Franz and Kurt have elevated the careers of emerging and established artists by allowing them to release, market and distribute their music on their own terms.

Kurt has worked with Steffen to develop the IDCLicensing (licensing), IDCDigital (digital distribution and digital asset management), Instant Distro (publicity, promotion and marketing), and they are working on IDCFilm (indie film distribution, digital and physical).

Arne Lucas, Director of Mobile Marketing, INgrooves

Arne has spent over half his life in the music industry. His first experience was in the early ‘90s as an artist with the San Francisco-based Soul / R&B vocal group IF. During this time he realized he felt more comfortable behind the scenes, and went on to perfect his skills as a recording engineer. By the mid ‘90s he was chief recording engineer for a full service recording studio located in San Francisco’s Mission District and was working as an executive assistant to the President of a local Bay Area label – Classified Records – which was picked up by Tommy Boy in the late ‘90s.

At the time, the Bay Area music scene was thriving but Arne felt that there was more to accomplish. By now he excelled at the label, getting his hands into everything from A&R duties, to engineering, physical retail distribution and licensing. He was soon hired on full time and thrived at the label. Arne took to the business of music, expanding his knowledge of publishing, licensing and contract negotiations. He moved on to assist in a new music venture for the New York City start-up A Media, which focused on the Asian American entertainment industry.

He was then approached a few years later by his mentor at Classified to take on a Music Supervisor position for 360 Media Group. 360 Media’s flagship product was a DVD series called 360 Video Magazine, a quarterly video magazine that specialized in the import car scene, extreme sports, music and entertainment. Its first mainstream release “Hard Drive” was certified gold and distributed at major retail chains such as Best Buy, Wal-Mart and Target as well as hundreds of smaller retail stores worldwide. After a number of years and over 20 releases under his belt at 360, the DVD market was on a decline so Arne moved into a new career.

In 2003, he accepted a Product Manager position with Hudson Entertainment Inc. who had just acquired the license to The Source Magazine. This was his first experience in the wireless entertainment industry and he hasn’t looked back since. He was integral to bringing what many say was the “Bible of Hip Hop” for over 20 years – The Source Magazine – to mobile. The Source Mobile Channel was one of the only ringtone applications on deck that strictly distributed Hip-Hop/Urban ringtones – this was during the lucrative “polyphonic” era of the ringtone and well before carrier white label mastertone stores such as the ones currently available on Verizon, Sprint, AT&T etc. He eventually moved to a more video game-centric position in mobile as an Account Manager with Namco Networks – working directly with carriers to launch the classic game catalog for mobile from the legendary video game giant. It was here where he learned the intricacies of the carrier world. After close to 2 years peddling mobile video games he decided to get back into the music business and is currently the Director of Mobile Marketing for INgrooves where he oversees a majority of the mobile business for the digital label.

Raj Singh, Mobile Consulting / Strategy / Product Planning / Definition Expert

Raj Singh is a mobile industry veteran who has worked in all aspects of mobile over the past 10 years. Currently, Raj is Vice President of Business Development for Skyfire, a mobile browser that supports the full Web including Flash 8,9, Javascript and Quicktime. Most recently, Raj consulted Dell Mobile and assisted with their global SMS and WAP strategy. Prior to Dell, Raj co-founded venture-funded Veeker, NBC’s mobile video citizen journalism service and boot-strapped ToneThis, CNET’s top ringtone creation product. Raj has also worked in product management, engineering, strategy and consulting roles for Kodak Mobile, Cellmania, MobiTV, PlayPhone, Tellme, Hungama Mobile and Antenna Software. Raj’s personal projects include GameChalk, an SMS multi-player game service and Pubwalk, an LBS bar-hopping service. Raj is a mobile advisor to a number of companies including ChuckD Mobile, Movoxx, Oomble, Klicksports, Muse, Buzzd, Yojo Mobile, Textopoly and several VCs within the valley. Raj is a regular mobile writer and speaker including formal and guest-blogging for GotoMobile, O’Reilly Emerging Telephony and VisionMobile. Raj has made contributions to a number of mobile user and expert groups including the JCP, MMA and the Bluetooth SIG. For more information, please see www.rajansingh.com. raj at rajansingh dot com