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Salvatore (Tootie) DeBenedetto is the CEO
and head of Sweetheart Records, an independent record label and White
Glove recording studio located in Bridgeport, Connecticut. Sweetheart
Records each year signs a handful of recording artists who are discovered
at talent conventions throughout the U.S. The label also promotes new
acts from Canada, South Africa, and Hong Kong. Sweetheart Records offers
the same service that major record companies do, including recording,
promotion and distribution, for a small stable of artists. At the invitation
of Pageantry magazine, Mr. DeBenedetto shares his many years of
experience in the recording business.
A
record industry veteran explains what it takes to get your music professionally
produced and distributed.
Q.
Most people think there is some great mystery to the recording business.
Is it all about talent or luck, or are there other factors that determine
success?
A.
Well, yes and no. If you've ever had the good fortune to be given a contract
from a record company, consider yourself very lucky because very few people
are chosen. But, having said that, a lot of it is just common sense and
following some basic rules.
Q.
What are some of the attributes you look for in up-and-coming musical
acts?
A.
For the new artist wanting to go into a recording studio for the first
time, you need to know some of the basic rules of this business. I look
for creativity, how much musicianship the artist can put into his or her
creation, which keeps the cost of recording down. I also scrutinize the
artist, weeding out all the non-ready people. We look for good personality,
attitude, sincerity and dependability, and good looks if we can get it.
In this business there is what you would call "hip." Studios are looking
for hip acts, because without hip, there is no marketing advantage. Here's
a no-no: Remember, most companies do not deal with any artists that are
doing drugs or any substance abuse. We are squeaky clean, no exceptions.
Most companies are. I'm not in this business to waste anyone's time.
"Please
do yourself a favor: Go in with new material, a song that no one
has ever heard, because at that point there is no right way or wrong
way to sing that song..."
—
Salvatore DeBenedetto
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Q.What
else can give a pop group or singer an advantage in getting a recording
contract?
A.
Please do yourself a favor: Go in the studio with new material, a song
that no one has ever heard, because at that point there is no right way
or wrong way to sing that song because no one has ever heard it before.
Plus, you are not in competition with any major artist. I judge talent
conventions three to four times a year, and time and time again I hear
young people singing other people's material. Do you realize how hard
it is to compete with major artists such as Celine Dion or Barbra Streisand?
Also, by putting your own song into a publishing company, if some major
artist decides to use it, you get the royalties and the benefits of your
creations.
Q. How
should an artist go about contacting a record company?
A.
Remember, you will never get a second chance to make a first impression.
Call record companies before sending them anything to make sure they are
accepting unsolicited demo packages and to check for their correct address.
Also, try to address your demo package to a particular Artist & Repertoire
(A&R) representative. This is the person who screens the demos and
helps decide who the company will put under contract. Usually, the companies
that will accept unsolicited material are the independent labels ("indies")
such as Sweetheart Records. Indies are ideal for younger singers and bands
because they are smaller and can provide artists with undivided attention.
Also, the indie labels often are willing to give an act more time to develop.
Q.
What should the act send to the label?
A.
Include a cover letter, a demo CD, a photo of the artist(s), some biographical
material and copies of any news reports covering your music. You don't
have to be long-winded. A one-page cover letter is enough. You should
tell the company what you can do, not only show them that you can sing
— although that is important. Record companies want to hear that you can
do more —that you can play an instrument, that you write songs or
lyrics, that you can produce music. Whatever you can do to better the
product, make it cost less to produce, are the things that will help you
land a deal.
Q. What
should the demo recording be like?
A.
At one time you could send in a cassette tape of a song using just a piano
and a vocal. Today the record companies are looking for finished products
from the artist. Again, submit original songs that you perform. Many acts
invest in the making of a professional demo recording. CDs are the way
to go today with their higher sound quality and the recent spread of inexpensive
CD burners.
Q.
Any tips on going into the recording studio to record a demo?
A.
Be well rehearsed. You don't want to spend your money rehearsing in the
studio. Know what you want, and don't let anyone change your mind about
your music or your lyrics. Another item to watch for, if your charges
include tapes or other recording media, be sure when the session is over
that you take all the recorded material you used with you. If the studio
is using a computerized recording software, be sure to ask for the disk
with all the takes, and have the studio remove your session from their
hard drive. Why all this caution? Because studios have been known to keep
all the tapes and reuse or exploit an unsigned artist's voice without
permission.
Q. What
other precautions should artists take before sending out demo packages?
A.
Before you send in a package to a major record company, exposing your
material to the world, all your material should be copyright protected.
Also you should be represented by a manager, entertainment attorney or
an indie record company. If you don't have a manager or legal counsel,
you should seek one out. Be sure you check him or her out; you don't want
to be stuck with someone who can't help you. That's as bad as having no
one in your corner.
Q.
Should the artist contact the record company after mailing the demo package
to an A&R rep there?
A.
You should give the A&R rep or indie executive two to three weeks
to a month to review your package. If you still haven't heard back by
then, call and make sure they have received it and that they have heard
your demo. If you don't come up with a positive result, move on to another
company who could find favor with your work. When talking to someone in
a record company, take notes so you can refer back.
Q.
What happens if you impress a label and they want to sign you?
A.
Usually, we will want to hear an artist perform live before signing them
to a contract. We also try and get the band or singer's recordings radio
air time and wait for feedback, which helps us decide if we want to take
on that artist. Once signed, we will look for a major distribution company
to bring out the artist's work.
Q.
So, if a band or singer gets a contract offer, can they expect to get
rich overnight?
A.
Not any more, but it's not impossible. When I started in this business,
major record companies were giving huge amounts money for signing bonuses.
That soon changed, not only because of the economy but mainly because
of abuse of the money by the artists, management and producers. The bonuses
have gotten smaller, and for the unknown artist they are given a small
budget. The music business is great, but you must learn patience and how
to accept rejections.
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