Local music production company marching to a different beat
Big Brother Music wants to teach artists how to turn a profit
By Darleen Principe darleen@theacorn.com

IRIS SMOOT/Acorn Newspapers THE SOUND OF THE PEOPLE- Martin Shum, president and CEO of Big Brother Music, looks over the equipment inside one of the company's recording studios in Simi Valley. Shum says Big Brother is using a new approach to put power back into the hands of individual artists.

The music industry just isn't what it used to be.

With the enormous growth of Internet file sharing, digital downloading and online marketing, the former bigwigs of major record labels are being forced to overcome new hurdles each day in order to keep their businesses profitable.

And while it may now be easier for musicians to make their art public, industry changes make it more difficult for musicians to set themselves apart from the rest.

But Martin Shum, president and CEO of Big Brother Music in Simi Valley, has a plan for making the most out of these shifts in the industry.

"I think (the changes) create an opportunity for artists to do things differently from what they've done in the past," Shum said. "We are helping recording artists figure out a way to turn their talents into a business. They can control their own destiny- not just sit there and wait for a record label to tell them what to sing."

Last month, the Big Brother entrepreneurs, including Big Brother Studios founder Doug Young, launched the newly expanded Big Brother Music- an artist development program that not only includes access to stateof-the-art recording equipment and an in-house performance venue but also offers a music business school and showmanship workshop designed to teach musicians how to fend for themselves in a highly competitive market.

"If you look at how the industry is structured right now, it's like a developing country," Shum said. "You have a few that are very rich and some that are very poor. There's no middle class. You might be a really talented artist, but you have to have hit songs in order to make any money."

Shum said the company doesn't promise to turn every recording artist into a superstar, but rather offers struggling musicians the tools to turn their talents into a financially rewarding enterprise.

The company's primary mission is to help musicians make a comfortable living- to create the "middle class" of the music industry, he said.

The artist development process at Big Brother Music comprises five distinct steps, Shum said.

The first step- the academy- is a five-week business class and sevenweek showmanship workshop taught by music industry professionals that focus on industry basics and market strategy.

The objective of this step is to help students create an actual business plan and formulate a strategy suitable to the type of music they want to sell. The showmanship portion also serves as live performance training, similar to the lab practice of a science class.

"(Artists) shouldn't have to go into the industry blind," Shum said. "They should know the dynamics of the industry- how to spot the low-hanging fruits of the business."

After graduating from the academy, select program participants will be helped by Big Brother Music to find their niche, record and refine their music, and create a distinctive presence on the Internet through an artist website and blog, YouTube and MySpace.

The final three steps include test marketing, tweaking the individual market strategy and becoming a part of Big Brother Records, the company's Internet-based record label.

Shum said they hope to begin the first academy session in May and will accept no more than 10 students per session.

Those interested in applying must take a personality survey and submit a demo. Big Brother Music offers financial assistance to those with need who've been accepted into the program.

Elan Menkin, 24-year-old synthesizer player for local band The Tears, said he thinks Big Brother's artist development program could benefit his band by keeping them abreast of the current music industry infrastructure.

"As a band, we're interested in learning everything we can," Menkin said. "When we went (to the studios), they told us about the academy, and it immediately drew us all in."

Big Brother Music is located at 2251 Ward Ave. in Simi Valley.

For more information about the artist development program or to apply to the academy, visit www.bbromusic.com or call (805) 581-9708.