Overview
From a very early age Darren Skanson had a burning passion for music. His
passion grew deeper when realized how much excitement a crowd has when
watching a musical performer. In 1989, Darren graduated from Moorhead State
University with a BA in music.
Darren’s career first began by being a lead guitarist in a heavy metal band.
The band, Mata Hari, split up in 1993. Darren then joined Malcolm Watson, who
was a classical violinist, at Watson and Company. Darren and Malcolm
produced the third CD for Watson and Company. Shortly after the success of
producing this CD the duo traveled nationwide performing. Within a year the
sales had increased from $100,000 to $250,000. Malcolm wanted to move a little
more slowly than Darren in expanding their business to greater heights. Since
Darren was ready to move on, he left Watson and Company to form his own
company.
Darren had a vision to record, produce and sell his own music, as well as the
music of other artists. Jennifer, a long time friend of Darren’s was the booking
agent for his tour. Jennifer did not share the same vision with Darren so they
parted ways and moved on.
Trying to perform, handle CEO duties and handling the promotional marketing
aspect of his business was getting to be too much for Darren. Business was
getting to be complicated. He decided to hire a guy named Andy Harling, who
was a classical guitarist to help with the office duties of the company and to
suggest/implement ways to make CCM function more efficiently.
Darren turned down two performances offered by Jennifer since he was
already booked. However, he did not want to lose the business and the chance
to get his name out there. Darren sent Andy to perform at the two shows. Andy
was very successful and gained the knowledge of how the performances
operate. Darren became a little nervous when he realized that Andy could leave
him and become his competition. Darren then signed Andy to a contract and
launched Andy’s first CD.
Over time, Andy’s responsibilities grew with his performances that Darren
hired an assistant for him.
Recording and productions costs were high for musicians to produce their
records/CD’s. Digital then came into existence and cut the costs of production.
Music is sorted by labels. Because of the low costs in digital recordings it was
possible for sma...
... middle of paper ...
...erent marketing segment and would need to establish their resources and overall marketing clientele.
Buyers
• Darren’s buyers are mostly between the ages 40 and 60 years old.
Suppliers
• Distribution centers from which he buys his supplies for inventory.
• One-stop centers
Substitute Products
• Acoustitherapy
• Andrew Thomas Harling
• Music for candles
Recommendations
• Darren should get rid of Jennifer and find someone who is more compatible in helping him reach his goal of expanding nationally.
• Increase product lines.
• Hire someone to operate his marketing, promotion, inventory and production costs and issues so that he can devote his time to tours and concerts.
• Try signing a contract with an artist of the Independent Label level in order to help increase his branding label.
• Hire an agent to sign on new artists rather than doing it himself.
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