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10.27.08 – ZAC BROWN BAND
This newsletter is called New MUSIC Tipsheet, so hey, let's focus on music for a second! The artist I am about to spotlight is not what you would expect from me, but is an excellent example of artist development.
If you have not yet heard of ZAC BROWN BAND, prepare yourself -- the culmination of a dozen years of artist development is about to hit full-force in mid-November, when the Zac Brown Band's second studio album, The Foundation, is released.
Now, y'all know me as not one to hype bands, but I find myself compelled to tell the story of Zac, since we can all count on one hand the number of self-released artists that have developed into a full-blown phenomenon in recent years.
Nearly 12 years ago, Zac and his dog Pete traveled around the south, mostly playing covers at bars for 3-4 hours a night. In time, he developed a following by doing certain gig routes, like a continuous loop of suburban bars within a 2-hour radius of Atlanta 4 or 5 times a week.
Eventually, Zac started writing his own material, and formed an actual band about 5 years ago, releasing their first studio CD, Homegrown, in 2005, which was later followed by a live disc. Over time, he developed a large enough following that he caught the attention of CAA, who helped the Zac Brown Band further build their following by attaching them to shows with Etta James, the Allman Brothers, ZZ Top, Sugarland, and Alan Jackson. Zac also began working with ROAR Management in 2007.
Along the way, Zac kept building his mailing list, and made sure all of his web & email properties were regularly updated. By keeping a light crew and a heavy booking schedule, the band collected enough money to record The Foundation in Nashville with Keith Stegall.
In addition to staying on the road in order to build crowds in new & established markets, the band hired a bare-bones promo & publicity team to work the first single, "Chicken Fried." ROAR got the track added to iTunes & Amazon last month via TuneCore, and the results have been phenomenal - the single has already sold 150,000 units, including 30,000 units the first week. "Chicken Fried" currently sits at #33 on the iTunes chart.
Zac Brown Band is in the final stages of signing to a major, and will be releasing The Foundation in mid-November. "Chicken Fried" has been burning up the country radio charts, CMT already has an "Unplugged at Studio 330" session on their site, and will be supporting him as he grows far beyond country circles.
So, what are the lessons we learn from this? Play live often, whenever and wherever you can -- it helps you grow as an artist, it helps you grow a following. Be real, have some charisma. Stay tiny, build a tight team to help you achieve your goals. Success is not one "a-ha!" moment, but a series of progressive actions over a long period of time. Keep your audience actively engaged, build a good team around you, and above all else, write good material that your audience can relate to!
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