The Blackboard Spotlight: Jay Sloan
EMGWORLD CHATS WITH INDUSTRY VETERAN JAY SLOAN ON THE BASICS OF EXCELLING IN THE MUSIC BIZ
The music industry is considered to be one of the most glorified divisions in entertainment. At some point in life everyone wanted to be a musician, singer or rapper. For every successful artist or composer, there’s a team of individuals in the background working hard to keep that person successful. EMGWorld chats with industry veteran Jay Sloan on the basics to succeeding in the music business.
Background: Sr. Director of ASCAP’s Rhythm and Soul division
EMGWorld: For those who may not know exactly how did you get started in the industry?
Jay Sloan: Like most people, I got my start in the industry through an internship. I was majoring in Criminal Justice at Cal State LA and decided to accept an internship at Motown Records under Steve McKever in the A&R department. After my internship with Motown I ended up working in Talent Management.
EMGWorld: What made you switch from pursuing a career in Criminal Justic to pursuing your passion in the music industry?
JS: You could say I grew up around music thanks to my mother. As a kid, my mother would take me to the studio where the Daz Band recorded. My friend's godfather is Lionel Richie and sometimes we'd see him at the studio. I always had a desire for music. I just wasn't exactly sure what I wanted to do. I knew I didn't want to be an artist, but I knew I had a love for music.
EMGWorld: What would you recommend to those students who have a passion to work in the business but don't know how to go about it?
JS: Students should do their research first. Find out the types of areas in the music business that interest you. There's so many different areas and positions in this business than just A&R. You have sales, marketing, legal, etc. You have to do the research and figure out what's best for you. I definitely recommend internships as well.
EMGWorld: Would you say that attending college is necessary for someone who desires to work in the entertainment business?
JS: It's funny you ask that because I asked Steve McKever that question when I was an intern at Motown. I told Steve I wanted to be an A&R. He looked at me and said, "I could hire you right now, but I think you should finish school first." I told him I was tired of school and ready to start working as an A&R. While we we're talking he got a call from someone at MCA Records saying they just laid off some of their staff. Most of those people may have not had a college degree. Personally, I think you should go to school and get a Bachelor's degree. I'd say you should also get your Master's or even go to law school. The more education you have the more it'll help your career because it gives you opportunities.
EMGWorld: Why should students jump through all those hoops if opportunity is sitting right in front of them?
JS: It's such a different day and age now if you think about it. A lot of lawyers run [record] labels. Your education gives you something to fall back on. Most people don't retire in this business. At some point, someone will knock on your door and tell you "your contract is up or we don't need you anymore." If you're an attorney you can go out and work for a firm or start your own. You can perform legal work or write contracts on the side. You have to think about tomorrow, not just today.
EMGWorld: Exactly how critical is networking within the industry?
JS: It's extremely important. At the end of the day we all get paid based off of relationships. People say, "it's who you know," but it's really about "who knows you." You have to offer something that people need or want.
“There's so many different areas in the music business than just A&R. You have to do the research and figure out what's best for you.” – Jay Sloan, Blackboard Spotlight
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EMGWorld: What would you say is the best way for someone to network when just a small fish in a big pond?
JS: It's going to be difficult because you're entering an arena where people already have established relationships. You just have to figure it out on your own. There's different places you can go, but it really depends on you. I could tell someone to go to this particular event and they just stand in a corner. It really depends on your desire and hustle.
EMGWorld: What would you say is the biggest mistake someone can make when pursuing a career in the music business?
JS: I’d say not doing your research. You don't jump into anything without taking the time to do your HOMEWORK. You have to remember this is an [evolving] business. If you go to medical school you'll still have to learn about the different medicines that come out. You have to continue to educate yourself on new music and executives that work in the business. The more you know the better off you are.
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“Your education gives you something to fall back on. Most people don't retire in this business.” – Jay Sloan, Blackboard Spotlight
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EMGWorld: What’s the most effective way for an indie artist to promote their music?
JS: Just focus on the location you're in. For example, Drake was in Toronto and he just built a buzz. If you build a buzz people will find out about you. If I go to a club in Atlanta and ask who's the hottest artist here and no one's saying you then you're not doing your job. How do you expect to make a buzz in LA when you're not even building a buzz where you're at? Just focus on the hometown and the buzz will expand from there. Remember that quality will always find quantity.
EMGWorld: What’s the biggest benefit someone can take away from attending ASCAP's ‘I Create Music Expo?’
JS: [Knowledge] The Expo is really good because it covers everything from musical theater to film and television, children's theater, urban, children's music, gospel, pop, rock, etc. Every year we get amazing people to contribute to it. It's pretty informative.
EMGWorld: What’s the biggest benefit of being a member of ASCAP?
JS: [Unity] ASCAP is a member society ran by members. BMI (Broadcast Music Incorporated) has a Board of Directors only filled with broadcasters. How can you sit across a table and negotiate for a competitive rate against your own peers? ASCAP's board is made up of songwriters and publishers. So when our board sits across the table from a broadcaster they're trying to negotiate the best rate for themselves, as well as the writers that are signed here.
EMGWorld: What does it take for a songwriter to join ASCAP?
JS: Nothing. Songwriters can go online to ascap.com and apply there for membership. We have an office here in LA, Miami and Nashville. The phone numbers are all located online at ascap.com.
EMGWorld: What’s the last piece of advice you would give to someone who wants to excel within the entertainment business?
JS: You must have a CLEAR understanding of what you want to do. If you're undecided then you're going to go in different directions. You have to do the research in order to figure out how you plan to get where you want to go. You have to research the different paths within where you want to go in this business.
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