Revenge Productions

Daylle's Music Resource Newsletter - Issue #8

Hello to you all!

Hope you're staying cool in this hot summer. When it's REALLY hot, I'm motivated to stay in and get lots of writing done. Just finished the final edits for the new edition of Start & Run Your Own Record Label, which will be out in the fall. There was a 2 page interview with me in last month's Insomniac Magazine - the terrific hip-hop trade magazine click here to read the interview.
Things are revving up on the relationship book side of my schizo career. I was quoted in the April edition of Men's Fitness and the June edition of Men's Health click here to read the article.
I was recently on the Montel Williams show for the 11th time and #12 will be on July 31st, towards the end of the show, for my book All Men Are Jerks until Proven Otherwise.

Please forward this newsletter to your mailing list or anyone you'd like. If this was forwarded to you and you'd like to subscribe, send me an email that says "subscribe" in the subject header with your name and city/state. If you'd like to post it on your site, please ask for permission and I'll give it. Read past issues by clicking here. If you prefer to be taken off my list, please say unsubscribe in the subject header of an email.

I've been seeing some of you at the FilmMusic Network's wonderful monthly panels. I'm glad to be able to clue you in on this great resource for songwriters. I go every month. I don't have the date for the next one yet but it will probably be the second week of August, jointly with the Songwriters Guild. I highly recommend this worthwhile panel to all songwriters.

Thanks for all your great letters! It helps me know people are reading this. : ) There's some great stuff in this issue, including samples of more interviews that I did for my next book, the new edition of Start & Run Your Own Record Label. One is with Dan Zanes, who had an illustrious career with the Del Fuegos and now does children's music for his label, Festival 5 Records. I've also included some of the input from Suzanne Glass, founder of, a fantastic site with resources for indie musicians. Suzanne talks about the best uses for the Internet right now and where she thinks it's going. Feel free to give me feedback on what you'd like to see me cover in future issues.

Revenge Productions

1. Marketing your music with confidence
2. Interview with Dan Zanes (Del Fuegos and Festival 5 Records)
3. My next seminars
4. Must-have directories
5. Minding your music biz - good cheap/free services
6. Interview with Suzanne Glass (
7. Packaging with care
8. Email headers

1. Marketing your music with confidence
Confidence sells! And it doesn't cost anything. I hear musicians all the time speaking about their music without conviction - which makes a difference. They often have slumped shoulders and low energy. That's not going to impress anyone and in this biz, we need to impress. Why should someone take you seriously if you're not confident about your music? Confidence is contagious. When people people feel yours, their image of you gets more positive and they're more likely to check out your music or make time for you. Confidence shows you're taking yourself seriously. I can hear some of you thinking "I don't have a confident personality and can't manufacture it. What can I do?" I'll tell you.

Nobody starts with confidence. It's developed and learned over time. I was terrified on my first few TV appearances. And it took a while to develop real confidence to speak to a group during a seminar. When I first talked to Billboard, I was nervous about writing my first book. But nobody (except my good friends) knew. I fake confidence till it's real. If you do something over and over, it becomes a habit. The more you act confident, the more you'll feel it. I live by Decarte's quote, "I think, therefore I am." It's in all my books and I live it. Fake it until it's real, because it does become real if you keep it up. "I think, there I am." Here are some of my confidence boosters. If you practice developing yours, you'll attract a lot more for you and your music.

*Talk to yourself. I do and I'm not crazy (no arguments from friends, please!). I do it to encourage myself. In scary situations, I go to a mirror and say versions of "I'm Daylle Deanna Schwartz and I know I can do it." Or "I'm good enough to handle this situation." Sometimes I repeat it like an affirmation until I feel the power of my words. You CAN do it. *Take deep breaths before speaking. Trying to sound confident when you're not is stressful. Taking some slow, deep breaths keeps your demeanor calmer.

*Keep a positive attitude. If you sound positive, people will think you are. This is part of faking till you make it. Speaking in a positive tone makes you sound confident. Develop some energy if you have none. The more energetic you sound, the more people will think you're confident. *Smile. Nervous people don't smile. They may giggle at inappropriate times but don't have a confident smile. Smiling triggers confidence by stimulating good body chemicals. The act of smiling feels good. Polish your teeth and show them!

*Develop a confident stance. Work on your posture. People judge you by how you carry yourself. And good posture can be faked easily. Stand straight, and arch your shoulders back, with your head held high. People will buy the image of confidence and take you more seriously. It sets a tone for their immediate perception of you. Good posture makes YOU feel more powerful.

*Develop a firm handshake. Wet noodle grips don't cut it! In my seminars I shake hands with as many people as possible. I tell about 50% of them to develop a firmer grip. This is something you all can do!!! A firm handshake communicates confidence, whether you have it or not.

*Polish your balls! In situations where someone is challenging your ability and you don't feel sure of yourself, challenge them back. Ask questions to buy time to think. For example, if someone questions your ability to do a job, ask if there's an aspect you don't know about that elicits concern. Put the other person on the spot to prove themselves to you. Don't get defensive when someone tries to put you on the spot or show you up. Make them own up to what they say. Being defensive doesn't impress. Asking questions back shows confidence.

These tips come from one of the tapes I sell for $10 called "Confidence Boosters: Be the Self-Assured Person You Want to Be!"

2. Interview with Dan Zanes
Dan Zanes began his career as a member of the Del Fuegos, signed to several majors throughout the 80's. When his daughter was born, he began Festival Five Records in 1999 to create children's music. Dan puts out a CD every fall.

Why did you decide to do kids music? "My daughter was born and I went to the record stores expecting to find updated versions of the music I grew up with - the homemade folk sound that would reflect the times we're living in now. Seemed like 80 or 90% of what there was very corporate and tied into movies or TV. That was pretty discouraging. I wanted to make an alternative. I made a cassette tape to give out to kids in the neighborhood. People were more excited by this cassette than they were by the solo record I had put out."

How did your label get started? "I got a call from Ryko Disc. Someone had passed them a cassette and they asked if I wanted to put it out. At that point I'd made 5 records for other labels and didn't own the masters for a single thing. At the end of the day I was left holding very little. I knew I had something good. I felt protective of it. Someone said, 'Why don't you start a label.'"

Why did you create special packaging? "I knew from my daughter that when she got a record, she wanted to have something to look at. I had an environmental issue with the jewel boxes. . .We came up with a design for a board book. It's full color, 16 pages and recycled paper. A lot of stores looked at the packaging and would buy it without even listening to it. I feel so proud of it!"

How did you get started? "I read a bunch of business books. I found mentors. In the beginning, I did everything myself from the trunk of my car. Now we go through MRI, which takes us into the Ryko/WEA system."

Where did you market your music when you started? "I went to places that sell things that have to do with kids - clothing, books, toys, kids' furniture stores. My CD looks different - it's a little more handmade so it can fit into places. I've found that for a lot of people, children's music can have a bad reputation. This is something that looks different. I put on a clean shirt and carried a messenger bag. I'd get in the subway and go from store to store. Word of mouth started getting it outside of town."

How did you promote your music? "I really believe in playing live to spread the word. I've done a lot of performing since this came out. In the beginning, if I knew someone at a school, I would offer to do it for free if we could sell CDs. That was the starting point. I performed for families at fundraisers on weekends. The school charged what they wanted and kept the door. We'd sell CDs. I was giving them away as fast as I could, which was good at the beginning. I had total faith in what I was going out there with. My idea was to get it into as many people's hands as possible and trust it would create some momentum for me. The first sold over 20,000."

How do you feel about being independent? "Very, very happy. I've spoken to all the kids' labels by now. The minute I say I'd like to license and retain ownership of my masters, the conversations come to a screeching halt. I got a call from someone I know at a major. We talked about licensing my label through their machinery. It seemed like an exciting possibility. But as soon as it got into business affairs, my stomach started hurting and I was having trouble sleeping. All those things that had been clear in conversations were suddenly retracted. I couldn't have been happier to walk away from the business machinery. I had a renewed appreciation for my situation. Slow and steady is right for me. As it grows, I learn about it. I heard Richard Foos from Rhino Records said because he did it all himself, he was able to understand how the business really worked. And he was able to understand every aspect of it. That's been my case. I never ever wanted to know anything about the business part of the music business."

Dan Zanes is happily recording children's music and running his Festival Five Records.

3. My next seminars
My next Start & Run Your Own Record Label seminar is on Saturday, October 4, 2003. Right now I have 2 of my regular speakers confirmed for this one - Wallace Collins, Music Attorney, who's way of making complex legal issues simple is always a hit and Jeff Epstein, Sales & Marketing Manager, Disc Makers and president of nationally acclaimed Cropduster Records. There will be at least 2 more speakers but it's too early for others to commit. Stay tuned to the next issue! click here for details

Artist Development 101: How to Get a Record Deal - or Do It Yourself is on Saturday, November 22, 2003.

I'll let you know more details as they get closer. For now, save the dates! : )

4. Must-have directories
There are many directories that can help you reach the people and places you need to reach. I have a round-up of some that I believe are very valuable. Invest in the ones that help your needs. Most of them are reasonably priced.

The Indie Bible click here to visit their website
The Indie Bible is the ultimate web resource. It contains thousands of e-zines that will REVIEW your music, radio stations that will PLAY your music and online vendors that will SELL your music. ALL genres are covered! If you want to cover every avenue for marketing your music on the internet, this book will take you there. It's reasonably priced and updated regularly.
David Wimble, who publishes this Bible, is a good friend of mine and I know how hard he works to make this a quality publication. I highly recommend it!

Music Business Registry click here to visit their website
Check out the A & R Registry for up to date contact info on most A & R people in the majors as well as many indie labels. I've know its creator, Ritch Esra, since he began this registry. His dedication to offering quality and current contacts is thorough. Plus, he's a great guy! Ritch updates these every two months and includes direct contact phone and fax numbers whenever possible, as well as the names of assistants. If you're a songwriter, his Publisher's Registry is just as hot. There's also a book of contacts for Film and TV Music and a Music Attorney, Legal and Business Affairs Guide.

Musician's Atlas click here to visit their website
This resource is a must have for any artist who wants to tour or get exposure in cities around the country. It lists numerous resources - clubs, radio stations, press, record stores, and contact info to book into specific colleges. It also includes conferences & festivals, organizations, record labels, publishers and much more. Get a 20% discount at this link.

ALL ACCESS® click here to visit their website
This music database on CD-rom is not cheap. But, if you're ready to take your career to the next level, it's a worthwhile investment. ALL ACCESS contains contact info for over 10,000 music industry pros, including A & R people, music supervisors, radio stations, music publications, distribution and licensing companies, and much more. It also makes available valuable resources, including "My Virtual Attorney," with templates for contracts and budgets.

Pollstar puts out a wonderful series of Contact Directories, published bi-annually. You can get a full listing of everything they have available by calling (800) 344-7383 or in California (209) 271-7900. click here to visit their website

Record Company Rosters: This directory contains a complete artist roster and list of executive contacts for every major and almost every independent label in the business. It includes all A&R, Artist Relations, Public Relations, legal, promotion staff & other key personnel.

Agency Rosters: This booking contact directory contains over 6,750 artists. It has a separate UK and European booking agency rosters and index.

Talent Buyers & Clubs: This directory lists every major concert promoter, nightclub, fair, festival, and theme park booking touring artists. It includes college buyers as well.


Music Directory Canada, Eighth Edition by Norris-Whitney CommunicationsThe Eighth Edition of this guide to the Canadian Music Industry features over 60 categories, each listing includes: Company, Contact, Address, Phone, FAX, E-mail, Web Address and Description. and more. click here to visit their website

SHOWCASE offers a book for about $80US with many international contacts. But their site has many free listings, including venues by country. click here to visit their website

White Book lists the leading businesses in every sector of the music industry, including agents for the here to visit their website

Branchenhandbuch is the German book of contacts click here to visit their website

AustralAsian Music Industry Directory: Published by Immedia, it's updated regularly with over 8000 listings in 20 AustralAsian music markets. You can get a free copy of the 1997 edition by registering on their site. click here to visit their website

5. Minding your music biz - good cheap/free services
I've been discovering some great inexpensive or free services that can help you with the biz end of your music. Here are some of the best:
If you make a lot of long distant calls like I do, One Suite has a rate of 2.5 cents a minute with no monthly fees. And their rates to foreign countries are very low too. You have to call their access number first and then put in your code, like for a phone card. I've gotten used to it as it's saved me hundreds of dollars off my phone bill. lists cheap or free ISPs for the Internet. They have many affordable ones listed for under $10/mo.
My fax machine had a problem recently and someone had to fax me something important. That's when I discovered efax. You can get up to 20 free faxes a month. It's fantastic if you don't get many faxes and don't want to buy a machine. It's also good for people who travel and may want to retrieve faxes in their laptop. The *downside* is you get a fax number in a state out west and some people feel funny with an area code no one knows. Not me! I have my own fax number that I can give people and it's FREE!

6. Interview with Suzanne Glass (
While the internet is helpful, it hasn't replaced record stores and most of the industry pros I interviewed say it's been a big let-down. I first spoke to Suzanne Glass when I was researching for the first edition of Start & Run Your Own Record Label. Most of those I spoke to at that time are gone. Suzanne's site remains strong. So for the new edition of this book I turned to this Internet music industry veteran for insight and I'll share some of the interview here.

What changes/growth have you seen for the internet as a resource for musicians? "The internet, as it relates to musicians, has changed considerably over the few short years of its existence. It used to be, there were far too many websites trying to "help" musicians. Some were good, some were bad, and some were doomed to failure because few had workable business models. While the "gold rush" period was heady, it also led many people, musicians included, to assume simply being "on the internet" was enough to make money. Now that this concept has been dis-proven, some people feel there is no value in being online. Neither extreme is true. The internet has always been just another tool in the quest for success. It allows musicians to reach their fans and industry contacts, with greater ease and less cost. It allows musicians to expand from their hometown base through research and online networking. It also offers many opportunities for reviews/airplay/sales of artists' music. But it's not a panacea. Just another tool. But a tool which allows us to do more, with less money and energy."

What are some tips for an indie label to make the most of the internet? "Use search engines, and links from favorite sites, to locate additional sites which might review your music, or additional internet radio stations which might play indie CDs. Use the internet for research.... you can locate contacts online which would have been nearly impossible to find offline. You can also email people who you would never get through to with a telephone call or regular mail. Everyone should have a website, and musicians (as well as indie businesses) should be using email to contact their customers regularly. It's much cheaper than using snail mail. Networking (with fans, other bands, labels, radio, etc) is the single most important thing you can do on the internet."

Any advice on attracting people to a website? "The most important part of increasing website traffic is OFFLINE. Make sure your URL and email address are on everything you print. When you write your mailing address, your URL should always be right next to it. Put the URL on your bio, press kit, mailing labels, CD covers, and everything else. Offer some kind of unique content or contest on your site. Some people put Guitar Lessons on their site to attract players, others give away prizes. While these things will help, including bringing back past visitors, don't expect a huge influx of people. Get listed on sites like, IUMA,, etc. While each site will only bring you a few visitors, it does add up. Make sure you include a signature with each email you send, with a clickable link to your website. Mention your website from stage during performances."

Where do you see the internet going in the next 10 years? "I personally think it will take awhile to see significant changes online. The reason is, to see big changes in online sales of downloadable music, we will need a large increase in infrastructure, so most internet users have access to broadband connections. This is happening very slowly, and the current economic conditions have delayed it even further. Until then, people will for sure continue to buy CDs. However, more and more of those CDs will be sold online, as people relax even more with e-commerce.
The bottom line is, just think of the internet like you would your telephone or the Post Office. It has become an item most everyone has and relies on, but it is not a be-all, end-all method to success. The same old rules of "work hard" and "get lucky" still apply."

Suzanne Glass, is the Founder of, one of the best music websites on the Internet. Many sites have come and gone but has sustained and improved over the years. The site offers you an exclusive subscription to its huge contact directory (7,200 venues, 2000 radio stations, 1000's of labels, media, agents, more) plus a complete online set of organizational tools. It's for musicians andindustry professionals. Check out the benefits of joining by clicking here.

7. Packaging with care
While interviewing industry pros for my new book, I learned just how important packaging has become if you press your own CD. When I wrote my first books, CDs weren't as prevalent. It was still expensive to make them so just having your own CD was more of a calling card. Nowadays, CDs are cheap and industry pros get swamped with them. They consistently told me that often the packaging can make the crucial difference. Ultimately press, radio play, and other exposure hinges on having good music. But if no one hears your CD, the music won't count. A nice package entices people to hear what's inside.
Packaging provides the first impression of your music. If it doesn't show you take your music seriously enough to dress it nicely, it might not get heard. Ramona De'Breaux, MD of Hot 1079, a top commercial urban station in Atlanta, told me, "If your package looks good, then they'll read the one-sheet. If it looks like crap, no one cares." You're competing with majors who have very attractive packages. Nicer packages are opened quicker. Editors at music publications, radio MDs and other industry pros say packaging can set one artist apart from others. The goal is to get heard. Get them to listen to it by making sure your packaging is competitive. Then your music can convince them. De'Breaux advises: "The main thing is to get them to listen to it. 75 new CDs come in a day. No one has time to listen to everything. Look at your CD and compare to others in retail stores. Then get real!"

8. Email headers
As spam increases, people are getting less patient with emails they don't recognize. I've been getting 20+ weird emails a day. I've also been hearing from people who say they accidentally deleted one I sent them because they were in such a hurry to delete spam. THEREFORE, I implore you to be very careful about your subject headers when you send something to an industry person who doesn't know you. I've become more careful about which ones I open. I often ponder if the strange heading is spam or from a musician. Sorry, but it's true. I may miss some real letters because I deleted them with others I identify as spam. So put thought into how you label an email to a professional who you hope will read it and respond. Try to be clear and direct. Don't be cutesy. Just like with packaging, you want your header to establish what's inside so the receiver will open it.

I sometimes recommend products that I say are put out by friends, like David Wimble and Ritch Esra. Some of you may be wondering if this is a form of nepotism - pushing things so my friends make money. On the contrary, I've become friends with many people because I fall in love with their products. : ) While people in this biz have a bad rep, the individuals are mostly terrific. I've heard from people recently who talk about what a lousy biz this is and that people take advantage. This rarely happens to me. I expect people to be nice and they are. That doesn't mean everyone will give you what you want. But just because they don't, doesn't mean they're bad. I continue to say, we get what we put out. People like David and Ritch are wonderful guys with wonderful directories. So I support them completely. And people support me. That's how my world works, and yours can be like that too. It's in your hands. Reach out to people with support and you'll find yourself in a supportive world.

Enjoy the rest of your summer! If you have anything to share, please send it. Until the next issue.....

Keep your passion strong,

Revenge Productions

Music Seminars || Biography || Music Books || Personal Growth || Music Resources || Questionaire for Next Book

Daylle's News & Resources free music industry newsletter


this site is produced by outersound 2002