Tech N9ne makes $11 million a year from touring?
- Thread starter swagg
- Start date
T
trumindz
Guest
I certainly hope so for him, he deserves it. The guy's a beast.
J
Jersey8five6
Guest
he made something like that last year, but i'm pretty sure that's not every year
J
Jersey8five6
Guest
^yea that's the number i heard. not 11
Life’s up and downs provide windows of opportunity to determine your values and goals. Think of using all obstacles as stepping stones to build the life you want. - Marsha Sinetar
*****************************************************************
By the way, take this one to heart, not only can it make you a lot of money (thats not a guarantee), but it can show you ways to get what it is that you want (and deserve in this business of music)
O.K., now onto the post
I’ll admit it– being caught up in the NY music business game, it’s a little bit surprising to find out that the industry is being reinvented somewhere in Kansas City.
Luckily, I have those of you who regularly read this blog, one of whom was able to clue me into the Tech N9ne phenomenon, which frankly, I had completely missed. In a response to one of the blogs, Arthur Fischer had cited TechN9ne as an example of a massively successful independent artist who had escaped the need for radio play and expensive promotion. Interestingly, only a month or two later, I opened Billboard to find a full article about TechN9ne’s groundbreaking business model. It’s worthwhile reading for any independent musician in any style…
Check out the Billboard , July 4, 2009 issue.
The interesting thing is that there’s really nothing that groundbreaking at all in Tech N9ne’s operation. It’s Business 101. Only in the fantasy land that is the entertainment industry could the ideas of “every dollar invested needs to make two dollars” and “everything is driven from the fan’s point of view” be considered innovative. In fact, the beauty of TechN9ne’s operation is that it’s rooted in the basic ethos of hard work and common sense. And most importantly, they actually execute it.
In general, Strange Music, which is the company controlled by Tech N9ne and his business partner Travis O’Guin, is the model of a 360 entertainment venture, which is housed in a 18,000 square foot facility in Kansas City, and includes a label, publishing, merchandising, booking and touring business. All of it is built upon the music and touring that have made Tech N9ne one of the least exposed, but most profitable rappers. The Billboard article revealed that in 2008, Strange Music earned more than $11 million dollars.
How does he do it? Touring is certainly the cornerstone– he does more than 200 dates a year. Just the way the textbook outline says it should, the touring drives the record sales– which are significant, with over 1 million sold on 2008’s “Killer”. Then there’s the merch, the licensing, and the publishing on top of all that. Sure– it’s impressive. But not exactly something that’s never been done before. By now, most of the independent artists out there are probably asking themselves “What has he got that I don’t?” Here are four things that Tech N9ne has learned, that many artist/entrepreneurs have not:
1. Patience
This is not a fast road to success. The journey of a successful independent artist is a very long and winding one. Tech N9ne survived two major label deals, numerous failed independent ventures and abandoned business partners. Not many businesses get their plan right on the first try. You have to be willing to come back again and again, learn from failure, reinvent the model and keep moving forward. Tech N9ne is 37 years old, and just hitting the prime of his career. Pretty unusual for a rapper.
2. The Ability to Get Reactions
As a self-described “weird rock alternative warlock with crazy hair, a painted face, who raps backwards”, Tech N9ne makes a strong impression– and that’s something you can build a business on. You can not build an independent business on music, performances or artist identities that are passive– to which audiences have no great emotional reaction, either positive or negative. There are thousands of bands that play 200 anonymous dates a year, and have for twenty years. And every night, the audience applauds politely, and immediately forgets about them. The only way the indie model works is when the music and imaging are so dynamic, or at least so perfectly in tune with a very particular audience (”jam bands” being a good example), that they inspire a passionate response. If you’re playing 200 dates a year, but your myspace site has 200 friends and you’re selling 1000 records, you’re not reactive.
3. A Place To Call Home
Tech N9ne’s success is strongly rooted in his core market within the Midwest. Very wisely, he built his following in a place where the competition was less challenging, and where he could get a foothold in the larger marketplace. His strength in one part of the country allowed him to bring a success story to other, more difficult markets. Too many artists think that being outside of a major market means they need to relocate. In fact, that small local market may be the best asset they have, provided that they are able to build a strong core audience there. Likewise, too many major labels spend a fortune in promotion costs trying to take an unknown artist and break him or her nationally, in every territory at once. Find one region that works, and then spread it out slowly.
4. An Ability to Control Costs
The other advantage to basing a business in a place like Kansas City is that the costs are a fraction of what they would be in a major market. Eleven million dollars a year in earnings is very impressive, but it doesn’t pay for the Universal Music office in midtown Manhattan. One of the major problems of the music industry is not that lack of earnings, but the fact that the costs are outrageously, and unnecessarily high. There is no inherent need for major labels to be housed in the center of the most expensive cities in the world. But that’s where they are, and consequently, they find it almost impossible to make money.
In the same way, many independent artists are seduced by the idea of trying to give the impression of power and success, and wind up wasting alot of money on unnecessary offices, too many employees, or inflated production costs. Tech N9ne’s business runs on inexpensive office space, interns, street team promotion, and careful control of the finances. If the music is reactive and you’re building on a solid local following, there shouldn’t be a need for huge expenditures. All it takes is patience and follow-through.
The growing DYI approach to the music industry is not for everyone. Many artists try it, only to find that it’s more work than they ever thought or that they simply don’t have any of the skills they need to run their own business. Without a doubt, it is extremely labor intensive, challenging, slow and decidedly lacking in show biz glamor.
But it’s not a mystery. There’s no secret method that Tech N9ne used to build a successful business. It all comes down to making smart decisions instead of self-indulgent ones, caring for the customer rather than the corporation, and pulling in fans, one by one, show by show, every time you play. “We’re Wal-Mart”, Tech N9ne has been quoted as saying. “There’s no Warner Bros., Def Jam or Sony in the Midwest, so we had to build our own.” Good thing he did.
Now let me leave you with somethig that I recently shared with a few cliets of mine…
“The biggest obstacle that comes in your way of achieving your dreams is your habit of procrastination. This is one of the biggest enemies to your way of success. The quicker you get over to it, the quicker you will realize your dreams” - Ty Cohen
http://www.musicbizcenter.com/blog/?p=858
he sold 30k
this week on hiphopgame
[FONT=Verdana, Arial, Helvetica, sans-serif]Tech N9ne made a pretty strong debut at #14, selling 30,000 copies of 'K.O.D.'
Rick Ross' Triple C's debuts at 44 with 12,000 copies.
Z-Ro's 'Cocaine' album also had a disappointing debut, only 3,494 units sold.[/FONT]
*****************************************************************
I shared a link to this to a small group of people in the “industry” before posting it here and every single one of them agreed that this post was single handly some of the best, if not the absolute best information that they have heard in a long time, by anyone…. So what I want you to do is read it, and then leave your comment…. I enjoy hearing what your thoughts are.
By the way, take this one to heart, not only can it make you a lot of money (thats not a guarantee), but it can show you ways to get what it is that you want (and deserve in this business of music)
O.K., now onto the post
I’ll admit it– being caught up in the NY music business game, it’s a little bit surprising to find out that the industry is being reinvented somewhere in Kansas City.
Luckily, I have those of you who regularly read this blog, one of whom was able to clue me into the Tech N9ne phenomenon, which frankly, I had completely missed. In a response to one of the blogs, Arthur Fischer had cited TechN9ne as an example of a massively successful independent artist who had escaped the need for radio play and expensive promotion. Interestingly, only a month or two later, I opened Billboard to find a full article about TechN9ne’s groundbreaking business model. It’s worthwhile reading for any independent musician in any style…
Check out the Billboard , July 4, 2009 issue.
The interesting thing is that there’s really nothing that groundbreaking at all in Tech N9ne’s operation. It’s Business 101. Only in the fantasy land that is the entertainment industry could the ideas of “every dollar invested needs to make two dollars” and “everything is driven from the fan’s point of view” be considered innovative. In fact, the beauty of TechN9ne’s operation is that it’s rooted in the basic ethos of hard work and common sense. And most importantly, they actually execute it.
In general, Strange Music, which is the company controlled by Tech N9ne and his business partner Travis O’Guin, is the model of a 360 entertainment venture, which is housed in a 18,000 square foot facility in Kansas City, and includes a label, publishing, merchandising, booking and touring business. All of it is built upon the music and touring that have made Tech N9ne one of the least exposed, but most profitable rappers. The Billboard article revealed that in 2008, Strange Music earned more than $11 million dollars.
How does he do it? Touring is certainly the cornerstone– he does more than 200 dates a year. Just the way the textbook outline says it should, the touring drives the record sales– which are significant, with over 1 million sold on 2008’s “Killer”. Then there’s the merch, the licensing, and the publishing on top of all that. Sure– it’s impressive. But not exactly something that’s never been done before. By now, most of the independent artists out there are probably asking themselves “What has he got that I don’t?” Here are four things that Tech N9ne has learned, that many artist/entrepreneurs have not:
1. Patience
This is not a fast road to success. The journey of a successful independent artist is a very long and winding one. Tech N9ne survived two major label deals, numerous failed independent ventures and abandoned business partners. Not many businesses get their plan right on the first try. You have to be willing to come back again and again, learn from failure, reinvent the model and keep moving forward. Tech N9ne is 37 years old, and just hitting the prime of his career. Pretty unusual for a rapper.
2. The Ability to Get Reactions
As a self-described “weird rock alternative warlock with crazy hair, a painted face, who raps backwards”, Tech N9ne makes a strong impression– and that’s something you can build a business on. You can not build an independent business on music, performances or artist identities that are passive– to which audiences have no great emotional reaction, either positive or negative. There are thousands of bands that play 200 anonymous dates a year, and have for twenty years. And every night, the audience applauds politely, and immediately forgets about them. The only way the indie model works is when the music and imaging are so dynamic, or at least so perfectly in tune with a very particular audience (”jam bands” being a good example), that they inspire a passionate response. If you’re playing 200 dates a year, but your myspace site has 200 friends and you’re selling 1000 records, you’re not reactive.
3. A Place To Call Home
Tech N9ne’s success is strongly rooted in his core market within the Midwest. Very wisely, he built his following in a place where the competition was less challenging, and where he could get a foothold in the larger marketplace. His strength in one part of the country allowed him to bring a success story to other, more difficult markets. Too many artists think that being outside of a major market means they need to relocate. In fact, that small local market may be the best asset they have, provided that they are able to build a strong core audience there. Likewise, too many major labels spend a fortune in promotion costs trying to take an unknown artist and break him or her nationally, in every territory at once. Find one region that works, and then spread it out slowly.
4. An Ability to Control Costs
The other advantage to basing a business in a place like Kansas City is that the costs are a fraction of what they would be in a major market. Eleven million dollars a year in earnings is very impressive, but it doesn’t pay for the Universal Music office in midtown Manhattan. One of the major problems of the music industry is not that lack of earnings, but the fact that the costs are outrageously, and unnecessarily high. There is no inherent need for major labels to be housed in the center of the most expensive cities in the world. But that’s where they are, and consequently, they find it almost impossible to make money.
In the same way, many independent artists are seduced by the idea of trying to give the impression of power and success, and wind up wasting alot of money on unnecessary offices, too many employees, or inflated production costs. Tech N9ne’s business runs on inexpensive office space, interns, street team promotion, and careful control of the finances. If the music is reactive and you’re building on a solid local following, there shouldn’t be a need for huge expenditures. All it takes is patience and follow-through.
The growing DYI approach to the music industry is not for everyone. Many artists try it, only to find that it’s more work than they ever thought or that they simply don’t have any of the skills they need to run their own business. Without a doubt, it is extremely labor intensive, challenging, slow and decidedly lacking in show biz glamor.
But it’s not a mystery. There’s no secret method that Tech N9ne used to build a successful business. It all comes down to making smart decisions instead of self-indulgent ones, caring for the customer rather than the corporation, and pulling in fans, one by one, show by show, every time you play. “We’re Wal-Mart”, Tech N9ne has been quoted as saying. “There’s no Warner Bros., Def Jam or Sony in the Midwest, so we had to build our own.” Good thing he did.
Now let me leave you with somethig that I recently shared with a few cliets of mine…
“The biggest obstacle that comes in your way of achieving your dreams is your habit of procrastination. This is one of the biggest enemies to your way of success. The quicker you get over to it, the quicker you will realize your dreams” - Ty Cohen
http://www.musicbizcenter.com/blog/?p=858
he sold 30k
this week on hiphopgame
[FONT=Verdana, Arial, Helvetica, sans-serif]Tech N9ne made a pretty strong debut at #14, selling 30,000 copies of 'K.O.D.'
Rick Ross' Triple C's debuts at 44 with 12,000 copies.
Z-Ro's 'Cocaine' album also had a disappointing debut, only 3,494 units sold.[/FONT]
F00T
New member
Hmmm...off-topic...but I listened to Z-Ro's album....and most of it was good and he had some dope ish to say....but it sounded so dated!! The beats, the flow, everythign just sounded straight out of 1998...now that's not a bad thing if you're an old fan...but I don't see any new people rushing out to buy his songs. Tech 9 has realized how to stay current sounding but still keep to his niche sound.....::applause::
Kelsomatic
New member
dude somebody anybody please write me and tell me how to start recording baets because i have NO IDEA what i am doing and i cant figure anything out
PLEASE HELP
PLEASE HELP
V
Voss25
Guest
I'd be interested to see the breakdown of how he runs his business. Obviously that's not public information, but it'd be interesting if it did come out.
J
Jersey8five6
Guest
FP Member TheRealAxis gave us a tour of the offices
wow. touring is not the future,it always has been a main source of income for musicians.
ThugPoet510
New member
we talking about somebody who been in the game for about 20 years!!! in an area where there wasn't no rappers at all. I remember first hearing Tech 9 back in 1995!!!
He's not a new jack!! A new artist isn't going to do his numbers and build an empire like him over night. That guy been in the game for years!!!!!!!!! So of course he's going to make that cake, I'm not suprized, who don't know about tech 9?
He's not a new jack!! A new artist isn't going to do his numbers and build an empire like him over night. That guy been in the game for years!!!!!!!!! So of course he's going to make that cake, I'm not suprized, who don't know about tech 9?
cane_63106
Member
from what i've seen in the last few years, most niggas on this forum. i've seen niggas on here and youtube say he's tryin to sound like kanye or luda or some other shyt. Many cats have even admitted that they have only heard like 2 or very lil more of his songs. This artist that i've been working with since i started put me onto his music and I've been a huge fan every since. As of now, he's the only artist I can even see myself buyin an album from.
deRaNged 4 Phuk'dup
Moderator
Tech N9ne has a cult following the equivalent of an underground rock act. He packs shows, sells CDs and merchandise, and stays relevant in his followers eyes. 8 mill is the number I heard, and while shocking, it is beleivable. I know guys who make 3 mill a year without leaving the west coast with nothing close to Tech's following that I'm sure most of FP hasn't heard of as well.
Da Youngsta
Member
Please inform me of those artist because that sounds rather amazing...
B
biggrome
Guest
Hell, I'd take $800,000 from doing what I love...
I'm lying... I'd take $80,000 (even though $80,000 is kinda broke now)
I'm lying... I'd take $80,000 (even though $80,000 is kinda broke now)
Last edited by a moderator: