Music Marketing Plan: Feinberg, Boughton, Franz in SF

Music Marketing Plan: Feinberg, Boughton, Franz in SF


Get a music marketing plan started in one session. Boost the effectiveness of the plan you already have. A great marketing plan doesn't have to be complicated.


A good plan can be just one page long. Spreadsheets, graphs and numbers are not necessary.

But you NEED a plan. Lack of a good plan destroys more careers than lack of talent. Good marketing is simply getting your work to the largest number of people at the lowest possible cost.

Three music marketing experts give you the facts you need to take your artist to the top in this special NARIP session.

Artist Managers, Producers & Artist Reps
Record & Music Publishing Executives
Concert Promoters, Agents, Tour Managers
Anyone seeking to create or enhance a music marketing plan or campaign.

  • Most important parts of music marketing strategy
  • An easy way to begin your marketing campaign
  • Your complete digital toolbox: what you need… and what you don’t
  • Branding made simple… and effective
  • How to use social networks, blog, MySpace & YouTube
  • 5 ways to boost your presence on the Internet
  • How to get press features
  • Sites seeking content – excellent marketing opportunities for you
  • How to build a brand and get more fans

Jason Feinberg, President & Founder, On Target Media Group (from Los Angeles)
Steffen Franz, Founder, Independent Distribution Collective
Bryn Boughton, Chief Marketing Officer, IRIS Distribution & BlinkerActive
Tamra Engle, Senior Director, NARIP San Francisco (moderator)

PROGRAM DATE: January 13, 2010
PROGRAM TIME: 2 hours, 34 minutes, 42 seconds (2:34:42)
HANDOUTS (26 pages total):

1. Most Important Elements of a Marketing Plan by Tess Taylor
2. 8 Points To Consider When Marketing A Record by Jason Spiewak
3. Ariel’s Top 6 Facebook Apps by Ariel Hyatt
4. Top 5 Behaviors by Rick Goetz
5. Must Dos and Sample Plan by Bryn Boughton
6. Sample Marketing Plan
7. Recommended Reading
8. Executive Profiles
9. Sample One-Sheet (Owsley)
10. Sample One-Sheet (Prince)
11. Sample Fact Sheet (Aunt Kizzy’z Boyz)
12. Developing a Positive Music Marketing Mindset by Peter Spellman

QUESTIONS? Call 818-769-7007 or contact NARIP



Bryn Boughton, Chief Marketing Officer, IRIS Distribution & BlinkerActive

Bryn has spent over ten years in the music industry and has experience in implementing comprehensive music marketing campaigns for both independent and major labels. Most recently, Bryn launched IRIS’s dedicated marketing agency arm, BlinkerActive, which specializes in bleeding-edge branded entertainment and music promotion. Prior to starting IRIS Distribution, Bryn worked for The Late Show with David Letterman, Valley Media, Inc., and APG, an independent label group. Bryn frequently participates as a panelist and speaker and recently won NARIP’s 2009 Best of the Biz Award as Top New Media Executive.

Jason Feinberg, President & Founder, On Target Media Group

Jason Feinberg is the president and founder of On Target Media Group, a music industry digital marketing agency. He is responsible for business development, formulation and management of online marketing campaigns, and Topspin campaign administration. The company has served clients including Warner Bros. Records, Universal Music Enterprises, EMI, Concord Music Group, Roadrunner Records and others. OTMG has marketed artists such as The Pixies, Har Mar Superstar, Flipper, George Thorogood, Steve Vai, Neil Young, John Coltrane, Ringo Starr and many more. You can follow Jason on Twitter @otmg.

Steffen Franz aka Stand Out Selector

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.

Tamra Engle, Senior Director of Marketing and Programs, NARIP San Francisco Chapter

Tamra Engle is a social entrepreneur and founder of GuitarTam Music that offers business and promotional consultation for artists and bands to help them succeed in the evolving music and entertainment industries. She helps clients to develop strategic marketing and promotion plans, and offers performance coaching. Blending 25 years of business development expertise in organizations of all sizes and sectors from start-ups to Fortune 15 organizations, Tamra is developing community programs to provide music education programs for school-aged children and a national program to end violence against women. She is also a performing singer-songwriter whose recent album was on the final nominating ballot for the 2008 Grammys in the Best Contemporary Folk Album category. Tamra began her entertainment career as a studio musician In Los Angeles, has toured the country tirelessly and enjoyed placement of her songs on television and nationally aired commercials. Contact her at tamra AT narip DOT com.

Program music courtesy of Sparks & Silhouettes


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career advancement, education and good will among record executives.

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