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Ben Miller is A&R manager for Rock Ridge Music and has signed TrashlightVision, a hard hitting mix of dirty rock, metal and punk from Brooklyn, NY and Marble Index, a straight forward indie rock band which loves chord changes from Hamilton, Ontario.
Ben's first industry experience was as an intern from Syracuse University at DAS Ventures, David Sonneberg's management company in year 2002 where he helped run the John Lennon Songwriting Contest (JLSC) and the promotion of the JLSC Bus at the 2002 Warped Tour. "For the contest itself, I was in charge of getting in touch with people who had incomplete applications and letting them know what was missing," he reminisces. "The bus was a mobile recording studio that would work with local kids from the Boys & Girls club to document a day at Warped Tour. My job was to get different bands to help the kids either to hang out or just sign off that the kids can record them."
After graduating from Syracuse, Ben worked at Special Ops Media in 2003 where he got his first taste of online marketing and some basic new media, working on Cypress Hill SmokeOut, Freaks and Geeks and assisted with projects such as Santana, Three Days Grace, Robbers on High Street and Jane’s Addiction.
He then joined Jason Spiewak at Studio E in 2004, where he got to use some of his learned tools from Special Ops to help with some viral marketing for Local H. He also did some of his own online work on the side with his own company, Ill Orange Marketing, and got hired to do some online work for TVT Records (Pitbull, Ying Tang Twins).
"Shortly after, I joined Tom Derr at Rock Ridge Music in 2004," he says. "I started as the street team coordinator and did some online work as well. Once Jason Spiewak joined the team, my online job became more viral so I was able to focus more on my street teams. Some of the teams I ran include, Ike Reilly Assassination, Domeshots, Love.45, Sinch, Legbone, Accident Experiment, and helped with the Five.Bolt.Main team. I also worked with online teams for Zack Wylde’s Black Label Society on Artemis, Danko Jones on Razor & Tie and Fall As Well on Imprint Records."
"Street teams are exactly what they sound like," he opines. "It's the fans of a band that promote on the streets, at shows, at record stores and lifestyle shops-- i.e. skate shops or tattoo parlors. They usually go in with some posters, stickers or flyers and let the people know about the band be it for a release or a show. Street teams are usually made up of a band’s most passionate fans."
After running the street teams for two years, Ben was promoted to A&R manager, "which was a personal goal that I'd always wanted to achieve," he reflects. "Since becoming A&R manager, I have signed Trashlight Vision and Marble Index and have helped out with a couple other signings that were not my deals."
Experience & Advice
The two biggest mistakes, which I don’t feel the need to get specific about, have both had to do with paying close attention to detail. Now I try and pay close attention to detail.
As an A&R manager what type of artists are you looking to sign?
We're looking for just about anything. Currently on the roster we've everything from guys who perform alone with acoustic guitars all the way to metal bands who sing about beer and everything in between. If the music's good, the band has a fan base we can work with, and they're willing to work as hard as we are, we are down for anything.
How effective are street teams?
Its hard to tell directly from sales but if done correctly, it could help with getting a bands name out there. It also has to do with the tools themselves. If you're giving a way a flyer people will look at it and read the information… cool, so Band X has a new record coming out. However, it's better to have a call to action on the flyer… go to Band X’s website to hear the new tracks from the upcoming album and download a song for free. That makes it’s a little more appealing to the perspective music fan. Again, the key to street teaming is getting the demographic that you want. It’s a lot easier to shoot fish in a barrel. Street teaming done right can be very effective.
How important is marketing to an emerging artist?
It’s pretty important in developing a band's name through branding. For example, if you're working with a hard rock/metal band, and Slipknot is in town--that would be a good place to send some street teamers to hand some things out. Clearly you don't want to send the same street teamers to a Fergie show. The key is hitting up the right musical demographic for your promotions. Even if the kids never check out the music, they may see that name again in the future and say, “wait, I’ve heard of that band.”
How effective are YouTube and MySpace sales?
I'm not totally sure how that connects directly for sales. People use them incorrectly if you want to know the truth. If you're just a band asking random kids to be your friends, they may not care to even check you out. However, MySpace can be killer for your existing fans. It's a good place to provide music, blogs and some connection between the band and their fans in a central location.
How do you feel about free downloads off the Internet?
It’s great. I personally don't do any of that downloading, not because I'm overly moral, but because I like supporting bands and don't want to mess up my computer. Rock Ridge Music is pretty positive about downloading. We have a website called RockRidgeFree.com where we give away songs. It's like and online sampler disc. What's a better way to promote your music than by letting people hear your music.
First concert attended
Jonathan Brandmeier had a show with different bands in 1990 at the World Music Theater in Tinley Park, IL.
First industry job
Answering phones and customer service for the John Lennon Songwriting Contest in 2002.
Career highlights
The first time I saw a Rock Ridge Music label on a CD in a store and receiving my first signed record deal in the mail.
Career disappointment
Luckily so far they've been light a few and far between: when I really dig a band and for one reason or another the deal falls through.
Greatest challenge
Introducing myself to the world. I became an A&R guy at 24. I didn’t know too many people so I'd to create my own network. Also making bands realize that they don’t need to shop their record and wait for a check to show up.
Best business decision
Hands down: becoming a member of Rock Ridge Music. It has given me a great opportunity to see the birth and maturation of a record company from the ground up. I was the first day to day employee so I learned a ton really quick.
Memorable industry experiences
The first RRM release date comes to mind. Of course, going to an after party in August, 2006 at the Trump Taj Mahal in Atlantic City after the VH1 Decades Live show with Incubus, Kings Of Leon, Iggy Pop and the Pretenders walking around wasn’t so bad either.
What friends would be surprised to learn about you?
I enjoy my train ride to Newark; I don’t watch scary movies because I get scared; I've seen Barry Manilow live more times--twice-- than I've seen Social Distortion--once-- unfortunately sad.
Industry pet peeve
People who don’t talk about ideas, problems, solutions or anything that has to do with the music business but drop name after name.
If I wasn’t doing this I'd be......
second baseman for the Chicago Cubs or selling peanuts at Wrigley Field-- one of the two -- either way I would be at Wrigley.
Favorite teams
Chicago Cubs, Chicago Bears, Chicago Bulls and Syracuse basketball.
Industry mentors
Jason Spiewak and Tom Derr.
Ben can be reached at (973) 596-0444x26 and by email at ben@rockridgemusic.com
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