Guest post by Jason Trevor Miller aka Redux Saints
As an Information Technology professional, I’ve constantly looked for ways to automate manual processes for better efficiency.
Recently, I’ve had the pleasure of becoming a label partner/owner of Krafted Music, which supports three sub-labels in the electronic music industry. As I have learned the intricacies of running a label, I’ve come upon a common label pain relating to demo submissions. Today, labels are inundated with countless demos each month, so many that they’re not able to properly sort through them. Not only is that a source of pain for labels, but the demo-submitting artist potentially can wait weeks for a response from a label.
In 2017, Rami Shalom approached me requesting help with aggregating requirements and testing for the end user experience for his SaaS [software as a service] solution, Sendemo. Sendemo is an innovative A&R ecosystem that allows record labels to effectively manage their demo submissions in a controlled environment. It provides artists with the things they desire the most: acknowledgement, feedback, and a path to grow as an artist. These opportunities, which labels previously called ‘development’, have all but been lost in the industry. Sendemo creates a feature that is missing in today’s music industry: artist development.
I had a chance to catch up with Rami Shalom recently to chat about his vision for the Sendemo platform and how it could potentially impact the music industry.
Jason: What drove you to create Sendemo? Do you see this as a game changer for the music industry?
Rami: At the end of 2014, I found myself completing my first studio album. After eight months of intensive production, I felt I had put my best foot forward for this album. Once I’d finished, I sent the album to three record labels that I really was into. After a few weeks of no replies, I continued submitting the album to another 10 labels. Then after a period of time it eventually grew to 25 labels that I had submitted my album. I ended up with almost 120 emails with no replies and various automatic responses.
At this point I felt distressed and frustrated. The lack of response made me question: Is there something wrong here? I realized that there are millions more artists in the world who experience this same frustration on a daily basis. I had to do something about it, so the inception of Sendemo was born.
Danny Koryto and I teamed up with one goal in mind: to provide more effective and more binding communication platform between record labels and artists.
Jason: What are the benefits of using Sendemo?
Rami: We’re a B2B2C [business to business to consumer] platform: our customers are musicians and our business owners are record companies or expert consultants. In this day and age, musicians sacrifice financially in the hope that the music industry will recognize their talent, but without a guiding hand, they become lost in an endless musical supply. The Sendemo system provides musicians with a new and discreet way to communicate directly with record companies while also rewarding the record companies for responding with feedback. Here is a brief explanation of how ithe process works:
– The record label registers with Sendemo and receives a unique tracking code to embed on its website.
– The record label determines the appropriate charge for writing feedback to a musician.
– A musician clicks the link on the record label’s site and is redirected to Sendemo’s registration, where he/she creates a profile.
– The musician uploads a piece of music to the system and provides additional identifying information. As soon as the music is uploaded to the system, Sendemo automatically generates and distributes a copyright document.
– The musician is automatically transferred back to the profile page of the record label. Here he confirms sending the demo and pays the feedback rate set by the record label.
– All the demos that are sent to the record label are collected on the label’s profile main page. The page is divided into columns and depicts a display of record covers with play button functionality.
– The record label must provide feedback to the artist within 7 days; otherwise the demo disappears, and the payment is fully refunded to the customer.
Jason: I’ve asked a few label owners if they would be interested in such a platform and some responses were that didn’t like losing control of the process. Can you provide the value add to mitigate this concern?
Rami: We understand that a record label’s main concern is often the contractual side of releasing music to the public. Sendemo does not deal with music contracts, but only serves as a platform for presenting demos to record labels. We do not obligate record labels to sign a piece of music; when signing an artist, record labels can use their own contracts.
Record labels do not pay any Sendemo subscription fees, and we do not require any changes to the way they choose to receive demos. In this way, their standard methods, such as email or SoundCloud, can work in parallel with Sendemo. What we do require is the record label’s engagement with every new demo that comes through the Sendemo system.
Jason: What are your current number of labels and artists subscriptions?
Rami: We initially registered 32 electronic music record companies and consultants worldwide: from Berlin, England, USA, Israel, Spain, Poland and Switzerland. On Sendemo, you can find popular names in the world music industry such as: VIni Vici, who took the Progressive Trance industry to the global mainstream and are playing this year at the main stage of the Tomorrowland festival; Robert Babicz, a Berlin artist who is seen as a guru in the techno industry; the acclaimed New York-based house techno label ‘ICONYC music’; and the Berlin-based label ‘Iono music’, which has a rich repertoire of over a decade releasing quality electronic music. Of course, there are also Israeli artists like Ido Ophir, who is one of the best mastering technicians in the field, and Ella Gotman, one of Tel Aviv’s techno pioneers. Currently, close to 500 artists from all over the world have been registered with the system and 300 new demos uploaded.
Jason: Krafted Music recently successfully signed a track through Sendemo. Can you talk a bit about the process that the artist went through to get it signed?
Rami: We first heard about Dor Danino aka ID Black through a colleague. He told us that Dor had found it difficult to get contracts from record labels due to lack of response.
Without knowing which record labels we were working with, our colleague recommended Dor check out the Sendemo.net venture. After registering, Dor saw the label Krafted, where he had always wanted to release music. He sent them his demo, and in only 4 hours, Paul Sawyer, the manager of the label Krafted, signed it. This success story makes us reel from excitement because it’s proof that Sendemo really works. We are thrilled to see the album’s release and wish Dor much success down the road.
For Inquiries concerning Sendemo;
COO at Sendemo LLC
Written by Jason Trevor Miller, 6AM Staff Writer
DJ/Music Producer/Krafted Music Label Partner