A street team is a term used in marketing to describe a group of people who 'hit the streets' promoting an event or a product. 'Street Teams' are promotional tools that have been adopted industry-wide as a standard line item in marketing budgets by entertainment companies, record labels, the tech industry, corporate brand marketers, new media companies and direct marketers worldwide. The music industry is now seeing a boom in the use of large street teams to reach out to fans and improve sales among the fewer, harder-to-reach fans internationally.
The now ubiquitous "street team" model was originally developed by urban record labels, such as: Loud Records, Jive, Bad Boy Records, Roc-A-Fella Records, Priority Records, and Ruthless Records. Rap labels found it affordable and highly effective bridge to their target audience that did not require the traditional outlets found in print, radio, television mediums and elusive large scale record distribution deals. One of the first independent rock bands to introduce a version of the street team was Chicago folk-rockers the Drovers, who launched a "campus rep" initiative in 1991 for the college rock club circuit, copying practices used by the Mondale presidential campaign to activate registration and turnout at universities.
This grassroots tactic was partly born in the mid-1990s from the larger monopolistic record distributors trying to shut out rap and smaller music labels of the day from radio and mass distribution due to the early stigma of gangsta rap and "punk" on those genres as a whole.
Street Teams were used by smaller independent record labels as a tool to circumvent the larger out-of-reach distributors and corporate owned record labels. Other independent label owners used street teams as a way to build equity in their stable of artists for the benefit of gaining a courtship by a larger music label or record distributor to merge or sell part or all of the company. (see Loud Records sale late 1990s)
For the smaller labels trying to get in the door of the music business, the thinking was in part to build a loyal fan base in key markets first, getting a strong street hype and "street-cred," getting on the local radio stations through the hype/word-of-mouth, and moving on to the larger record distributors with a much stronger negotiating hand and a solid "sellable" commodity.
Through this method of building a solid fan base with disposable income first, the smaller label could wield greater power in their initial distribution negotiations for the benefit of their recording artists and their profit margins. Often, distribution deals for an "unproven" new artist(s) who comes with a built-in fan base, generally receive better upfront money deals than music artists had previously received without street teams sharing the music and spreading the word, (viral marketing) nationwide.
The position of street team representative was often filled by fans of an artist or young people looking for an introductory position in the music industry. In many cases, an influential teen referred to as a neighborhood "tastemaker" was sought out or pinpointed by a record label to be used as a conduit to their respective neighborhood, due to their stronger influence over other teens that looked to them for "what's hot" or "what's the next hot thing". The tastemaker was directed to create a team on the streets to make an unsigned music artist more popular through word-of-mouth and hype.
The concept for organized promotion teams in the music business can also be traced back to mid-1970s, when Starkey and Evans, two teenage Kiss fans from Terre Haute, Indiana created the Kiss Army as a group of fans determined to promote the Kiss name. Although this could be more attributed to fan clubs, fans worked together outside of their homes, to promote Kiss to other kids at school or while hanging out. This Kiss army was quickly taken over by the band Kiss itself and army recruits were offered limited edition merchandise and seating.
Usually unpaid, street teams for bands and artists are still often composed of teenagers who are rewarded with free band merchandise or show access in exchange for a variety of actions:
In some cases, points are assigned to an individual for a particular action, and those points can be exchanged for tickets to shows, or for band merchandise. Some bands even produce special items just for street team members.
Virgin Records is a British record label owned by Universal Music Group. It was originally founded as a British independent record label in 1972 by entrepreneurs Richard Branson, Simon Draper, Nik Powell, and musician Tom Newman. It grew to be a worldwide success over time, with the success of platinum performers Paula Abdul, Janet Jackson, Devo, Tangerine Dream, Genesis, Phil Collins, OMD, the Human League, Culture Club, Simple Minds, Lenny Kravitz, the Sex Pistols, and Mike Oldfield among others, meaning that by the time it was sold, it was regarded as a major label, alongside other large international independents such as A&M and Island Records.
A record label, or record company, or simply records, is a brand or trademark of music recordings and music videos, or the company that owns it. Sometimes, a record label is also a publishing company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing, promotion, and enforcement of copyright for sound recordings and music videos, while also conducting talent scouting and development of new artists, and maintaining contracts with recording artists and their managers. The term "record label" derives from the circular label in the center of a vinyl record which prominently displays the manufacturer's name, along with other information.
American Recordings is an American record label headed by producer Rick Rubin. The label has featured artists such as Slayer, the Black Crowes, ZZ Top, Danzig, Trouble, Tom Petty, Johnny Cash, The Mother Hips, and System of a Down.
Urban contemporary music, also known as urban music, hip hop, urban pop, or just simply urban, is a music radio format. The term was coined by New York radio DJ Frankie Crocker in the early to mid-1970s as a synonym for Black music. Urban contemporary radio stations feature a playlist made up entirely of Black genres such as R&B, pop-rap, quiet storm, urban adult contemporary, hip hop, Latin music such as Latin pop, Chicano R&B and Chicano rap, and Caribbean music such as reggae and soca. Urban contemporary was developed through the characteristics of genres such as R&B and soul.
Priority Records is an American distribution company and record label known for artists including N.W.A, Ice Cube, MC Ren, Eazy-E, Master P, Snoop Dogg, Silkk the Shocker, Jay-Z, Paris, Mack 10, 504 Boyz, Brotha Lynch Hung, C-Murder, Mia X, Westside Connection, and Ice-T. It also distributed hip hop record labels including Death Row Records, Hoo-Bangin' Records, No Limit Records, Posthuman Records, Rap-A-Lot Records, Rawkus Records, Roc-A-Fella Records, Ruthless Records Duck Down Records, and Wu-Tang Records. According to Billboard, "few record labels were as important to the rise of West Coast hip hop as Priority Records."
Independent music is music produced independently from commercial record labels or their subsidiaries; this may include an autonomous, do-it-yourself approach to recording and publishing.
The music industry consists of the individuals and organizations that earn money by writing songs and musical compositions, creating and selling recorded music and sheet music, presenting concerts, as well as the organizations that aid, train, represent and supply music creators. Among the many individuals and organizations that operate in the industry are: the songwriters and composers who write songs and musical compositions; the singers, musicians, conductors, and bandleaders who perform the music; the record labels, music publishers, recording studios, music producers, audio engineers, retail and digital music stores, and performance rights organizations who create and sell recorded music and sheet music; and the booking agents, promoters, music venues, road crew, and audio engineers who help organize and sell concerts.
The Zomba Group of Companies was a music group and division owned by and operated under Sony Music Entertainment. The division was renamed to Jive Label Group in 2009 and was placed under the RCA/Jive Label Group umbrella. In 2011, the RCA/Jive Label Group was split in half. Multiple Jive Label Group artists were moved to Epic Records while others stayed with Jive as it moved under the RCA Music Group. In October 2011 Jive Records was shut down and their artists were moved to RCA Records.
A promotional recording, promo, or plug copy is an audio or video recording distributed free, usually in order to promote a recording that is or soon will be commercially available. Promos are normally sent directly to broadcasters, such as music radio and television stations, and to tastemakers, such as DJs, music journalists, and critics, in advance of the release of commercial editions, in the hope that airplay, reviews, and other forms of exposure will result and stimulate the public's interest in the commercial release.
We Put Out Records is a record company that started as a vehicle for The Syndicate to release music from friends' bands that were without a record label.
An unsigned artist, unsigned band or independent artist is a musician or musical group not under a contract with a record label. The terms are used in the music industry as a marketing technique. Bands that release their own material on self-published CDs can also be considered unsigned bands. Often unsigned bands primarily exist to perform at concerts.
Alternative Distribution Alliance (ADA) is a music distribution company owned by Warner Music Group, which represents the rights to various independent record labels. ADA provides "independent artist and label partners with access to the resources, relationships and experience required to share their creative vision with a global audience."
Sied Chahrour, better known by his stage names Pittsburgh Slim and later as Slimmie and Slimmie Hendrix is an American rapper from Pittsburgh, Pennsylvania, United States, of mixed Algerian and Mexican origins. Previously signed to Def Jam Recordings as Pittsburgh Slim, he is now signed to Snowballers Entertainment with his new adopted name Slimmie Hendrix.
New Music Economy is a term describing the emergent social, technical, political and economic context of the creative industries. This shift in context has been fueled by concurrent evolution within an ecosystem of interdependent technologies, institutions, and individuals; the result of which impacts the nature of creative property, identity, production, distribution and imagination.
Fan-funded music is crowdfunding for music. Often, fan-funded music occurs in conjunction with direct-to-fan marketing. Fans of music have the option to donate and collectively raise money with the goal of jump-starting the career of a given musical artist. The fan-funding of music occurs primarily through web-based services using a business model for crowdfunding. Fans are typically given rewards based on their monetary contributions.
Direct-to-fan is a business model used by independent musicians, independent music labels, music marketing professionals, promoters, and others in the music industry. Direct-to-fan is also becoming a model used by the broad definition of artists, including comedians, visual artists, and other entertainers looking to build and leverage a fan community throughout their career.
Drew "Dru Ha" Friedman is an American music and marketing executive based in New York City. Friedman is Co-Founder and CEO of Duck Down Music Inc., 3D Consulting & Distribution, General Manager for Cinematic Music Group, and former Director of Urban Music at Cornerstone Promotion. Born and raised in White Plains, New York, he is a graduate of Syracuse University's S.I. Newhouse School of Public Communications where he studied advertising.
Cadence Music Group, formerly MapleCore Ltd., is a music company founded in 1999 and located in Toronto, Canada. Cadence Music Group has multiple divisions, five record labels Cadence Recordings, Open Road Recordings, Pheromone Recordings, Physical Presents, and Known Accomplice. They also jointly own distribution arm Fontana North with Universal Music Group, a live ticket services TicketBreak and Fan Experience, and their licensing division called Cadence Songs.
An independent record label is a record label that operates without the funding or distribution of major record labels; they are a type of small- to medium-sized enterprise, or SME. The labels and artists are often represented by trade associations in their country or region, which in turn are represented by the international trade body, the Worldwide Independent Network (WIN).
MNRK Music Group is a New York City-based independent record label and music management company. It was formed in 2009 from the music assets of Koch Entertainment, which had been acquired by the present-day Entertainment One (eOne) in 2004. In April 2021, after the acquisition of eOne by Hasbro, the company announced that it would sell eOne Music to The Blackstone Group.