242 !!Chapter 13
Russo: My best advice is to follow your heart. However you feel
and whatever makes your soul want to be involved in the cre-
ative side, what is really the business of selling products is how
you should approach what you do. We are in a unique position
where we employ art to sell merchandise... it’s as much a busi-
ness point of view as it is creative.Conclusion
It is prudent for composers to understand the business of advertising. It is
wise to use experts, such as attorneys, accountants, and musicologists, to
counsel composers and music companies. Remember the following:
- Adhere to all union rules.
- If there is a possibility of plagiarism, request that the agency employ
the services of a musicologist. - If you do not understand all terms of an agency contract, hire an
attorney who specializes in the advertising industry.
Assignments
- You have started a new music house that specializes in commercials.
How are you going to market your new venture? Write a marketing
plan. - Construct a budget for a local commercial. Determine average fees
in the local market by calling local agencies and then proceed with
writing a budget. Your budget must include musicians, singers, stu-
dio time, engineering fees, duplication fees, and so on.