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10 Questions with ... Cheri Lynn Martin
May 11, 2009
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NAME:Cheri Lynn MartinTITLE:Online Branding SpecialistCOMPANY:ZOOPPABORN:Saugus, CA (September 18th)RAISED:Aquadulce, CA and then near Grants Pass, OR.
Please outline your radio career so far:
William Morris - Telex Operator
Moress Nanas Entertainment - Go-fer/receptionist
Kevin Scott Management - Management Assistant
RCA Records/Los Angeles - Assistant/Coordinator (NE Region)
RCA/New York - NW Region (Seattle)
RCA Records - Sales
Enso Audio Imaging - Record Label Liason
JoeAverage.com - Promotions
Pop! Multimedia - Producer
RCA Label Group - Dir. National/Independent Promotion
Zooppa.com - Branding Manager1) How can Zooppa help record labels promote their new artists?
At Zooppa, we can helping labels promote their artist's music by creating an engaged relationship with the consumer through our world wide community of "Zooppers."
We have 40,000+ members of our creative social network and it is growing daily. Our Zooppers actually create videos, print, audio and rich banners to be used all over social networks such as YouTube, FaceBook, MySpace, Twitter and go viral with them!
We can do this for specific releases and songs, and we can tie-in artists with brands that are working with us.
There are so many great ideas and ways for us to help labels and artists promote their music in this way. I'd love to hear from anyone out there who wants to share their ideas and music!
2) The music field is very competitive. It seems as if every artist needs a gimmick just to get noticed. How can Zoopa help labels position new music to get today's artists the shot they need?
At Zooppa, we hope to give artists and their labels an avenue directly to the fans online and take it virally across the networks. No gimmicks needed! Just good music and the willingness to promote it in an exciting new way by connecting directly with fans who want to create art for their favorite artists!
3) If you were not in the music industry, what could you see yourself doing?
That's an interesting question since I am now back in the Internet start-up world.
I love promotion. I already miss my good friends in radio! However, right now the opportunity for me is here at Zooppa! I would very much hope to continue to build on the amazing brand client list we have (Nike, Mini Cooper, Nestle, Hasbro, Jones Soda, etc.) and to include music and artists in our online campaigns.
4) With tighter budgets these days, what creative ideas have you used to bring visibility to your new artists?
- Using the internet and networks to create a direct relationship with the fans.
- Using word-of-mouth between fans to promote for you.
- Let the fans build the creative for you, and promote for you and they will love you for letting them get engaged w/ the artist.
This is already happening and there are some exciting things coming in the music industry. I want to be a part of it at Zooppa.
5) What do you feel is the most valuable research tool that radio should be paying more attention to?
Social Networks. I'm not saying that just because I recently took a job at an advertising social network site. I took the job because of the massive growth in this area! The direct connection with the consumer isn't just at remotes and shows anymore! It can be in your laptop with a double-tall soy latte at your side.
6) How is the relationship between programmer and record label changing? For better or worse?
Both record executives and radio execs are wearing multiple hats now. I feel it is more important to bring real value and get to the point faster and more efficiently these days.
Better or worse? I don't know? But what I do know is that things will always change. We can either sit around complaining about the changes, or adapt to them.
At Zooppa, I get to be on the cutting edge of utilizing "User-Generated Advertising." And the social networks can be in a position to work with brands, artists, and radio to find new ways of promoting them.
7) Has the consolidation of radio made the job of promotion harder or easier?
It has become more difficult, and to my ears more bland. It feels as if no one can take a shot on an original sounding song without clearing it from above.
That some chains are so risk adverse that it makes beige radio. Music is art and expression. Art should be exciting and a little risky! Isn't that why we love it?
My personal feeling is that radio should be working to sound more interesting, more market specific and unique. Not more like their sister station 3,000 miles away.
8) Do you think that showcases, artist visits and conference room concerts are all viable in getting new acts introduced to radio? Are they worth the investment?
Yes! Of course programmers need to see the artists perform! I'm concerned when a PD doesn't want to see an act and be a part of a new artist's career! How can they know what the project is, if they don't experience the artist? Also the relationship between artists and programmers is important. The Promoter is the facilitator of giving that relationship a chance to bloom.
I'd like to see what the ROI would be on a regular promo tour vs. a virtual one. I have no idea if a label has tried doing a live web broadcast of a new show for PDs only. but, its an interesting thought.
All the stuff that we are doing at Zooppa direct to consumer could be adapted to be direct to programmer. Hmnnnn..... interesting.... send your ideas to: cmartin@zooppa.com
9) What was the most embarrassing thing that ever happened to you at a radio station or artist meet & greet?
The artist refusing to sing.
10) What advice would you have for younger, less experienced music promoters?
Be your genuine self. Listen. Be respectful by listening and you will learn a lot, and the respect will be appreciated. Do your best work and then let go and enjoy. Persistence is good, pushy not so much. Build real relationships and they will be with you for a lifetime.
Always, ALWAYS follow through on your promises. If you broke it, admit it and fix it immediately.
Bonus Questions
1) As you look back over your career ... any regrets? Missed opportunities?
Of course! And I would do it all again. But, I would worry less and enjoy it more.
2) What made you want to get into the music business? Who were your early mentors?
I just thought it would be really kool! And I was right. :)
Butch Waugh and Bonnie Goldner have been amazing to me both personally and professionally.
Bonnie believed in me early on, and took the time to teach me. Something she did not have to do and I continue to be grateful.
I thank Butch Waugh for encouraging me and always expecting the best work from me (which I can never thank him enough for). I have spent years doing my best to live up to Butch Waugh's expectations of me and it has made me a better person, and a better promotion person. I still do my best to live up to those standards on a daily basis.
3) What's been your most rewarding project to work?
Lonestar's "Amazed"
4) Who is your best friend in the business?
There are so many people I love that there isn't enough space on the page to write their names. I truly love working w/ so many of the artists, label folks and my fav radio programmers!!! If I had to name someone...I'd have to say Alisa Hashimoto at KPLZ/Seattle. Is there a nicer person around?
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