Music Nomad -- a philanthropist to Indie artists

September 15, 5:34 PMSalt Lake City Entertainment Industry ExaminerChristopher Harding

Usually when we think of a philanthropist, we imagine someone who ships money or supplies off to a far away nation.  But Rand Rognlien is a different kind of philanthropist.  After creating and selling a successful business, Rand decided to create a website dedicated to providing resources and advocacy for independent bands and artists.

The result? 

MusicNomad.com—a virtual treasure chest of information and resources for Indie artists.  Its tag line, "Where Musicians Go to Find a Home," says it all. 

When I asked Rand what the revenue model was for his site, he said (as only a philanthropist might), “There isn’t one.” 

My response, “What?” 

His answer, “The main reason this site came about is not to make money and sell out.  I want to help musicians.  That’s the bottom line.  I played in bands from the time I was 15 until I was 25.  Then I had to get a ‘real job.’  I ended up creating a company that made cleaning products for cars and it did very well.  I sold it and along the line, also got my MBA.  Don’t get me wrong,” Rand said.  “We do generate some revenue from ads and affiliate fees, but we donate most of that money to different communities for instruments and musical instruction. And we probably could have been profitable by now, but I’ve also been pouring any extra revenue I get back into the site to build out a social networking aspect.”

 “Wow!,” I’m thinking to myself.  “This guy is unreal.  Where we can we find more people like this?” 

“Most musicians don’t have a head for business,” Rand goes on to say, stating the painfully obvious.  “But I’ve been a successful business owner and I have my own history with music.  So I built a site that helps musicians navigate the business side of the industry.  If a band needs T-shirts, for example,” Rand says enthusiastically.  “Well I’ve scoured the resources out there and found the best companies for doing that—the ones that have established reputations and fair prices.  You come to our site and we’ve done that homework for you so you can spend your time doing music, instead of researching T-shirt companies.” 

“After we find good companies for CDs, T-shirts, you name it, we test them out.  If they work well, we go back and see if we can negotiate better deals for our members.  And often we can,” he tells me. “Basically, we’re doing collective bargaining for artists. It’s like an insurance group for purchases.” 

“So you’re like a Lending Tree, but for band resources?” I ask him. 

“Yeah, but that’s only part of it,” he replies.  “Here’s another reason why artists should come to our site and sign up.  It’s free,” he laughs.  “But beyond that and the discounts we can sometimes negotiate,” he goes on.  “We’re like a virtual band manager without the fees.  Even band managers and Indie labels come to us because of the huge compendium of resources we provide.” 

If you check out Music Nomad (and I can’t imagine why you wouldn’t), you’ll also find he provides email updates on festivals and their submission dates, new features on the site, and general industry updates.  It’s like having someone scour all of the news and information and deliver only what’s relevant for you.

There are three main categogies on the site: Produce Your Music (resources to help you play and be heard); Sell Your Music (resources to help you make money); Support Your Music (resources to keep you playing). Under each category there's a list of links that take you deeper into the site where you'll find a gold mine of information.

Rand is also looking to create a licensing aspect on the site that will help musicians license their music and he also envisions creating industry conferences and showcases as a further resource for artists. 

When I ask him about the state of the music business, Rand tells me that because he’s been out of the industry up until last year when he began to build the site, he’s not stuck in past models or jaded by what’s happened.  Instead he’s looking to help invent the new music business model that’s built on the power of the independent artist. 

As I examine Rand’s site, it’s clear that what Music Nomad truly provides is a vetted knowledge base that show a band how to run their own music business.

“Services are evolving like CD Baby, Reverb Nation, Sonic Biz and Music Nomad that help artists do all of that more easily.  But let’s get real,” Rand adds.  “For many bands their goals are, let’s get drunk, find girls, and spend what little cash we have.  But for serious bands, getting down to business is critical.  Well-planned, well-executed touring is more important than ever.”

“This new music business will require a new level of business sophistication,” Rand says.  “The artists who have management will likely be fewer, because the risks are higher for managers.  So the artists who learn the business and have a good business head will be the ones who survive and thrive.” 

“That true, even if a band does have a manager,” I add. 

“Exactly,” he agrees.  “Bands need to learn to create a plan, set goals, create roles within the band where everyone takes ownership of part of the process and has a job description,” he says almost laughing at the notion.  “Seriously, if that’s what it takes to be successful, why not?’ 

He then tells me of his recent experience at the Fruit Bats concert.  “As soon as the show was over, the band had merch tables set up right at the front of the state and they sat there meeting fans, signing albums.  They get out there and shake hands with their people.  They use Facebook, Twitter and all of the tools to their optimum. And what we try to do is provide artists with best practices of what’s working.  We look for examples of band who are selling a 1000 songs a week on iTunes and invite them to share their process, to provide a guide for others.” 

When I ask him what would be his advice to bands, he pauses for a moment.  “Really approach your band as a business and realize that music is just one component of that business.  In that business you fans are your customers and you have to figure out what they really want and are willing to pay for.  Become a student of the business,” he says. 

“Write a plan that everyone’s aligned with in your band,” Rand continues.  Create a goal that everyone’s focused on.  Use myspace, your website, Facebook.  Dig in and socially network and create cool merch that people want. Generate contests and other opportunities and avenues for fans to interact with you.  Regularly update your fans on where you’re playing and give those on your list 10% off on your merchandise you’re your CDs.  They want a relationship with you, so create ways for that to happen.  There are so many opportunities if you know what you’re doing.” 

“Look,” Rand tells me as we conclude.  “My passion is to help people philanthropically.  I succeeded with my previous business and now I have the chance to give back to something I love – independent musicians.  It was such an important avenue for me.  Why not help them grow, shine, and succeed?” 

It’s a great question that Rand Rognlien is answering every single day as he continues to update, develop, and evolve MusicNomad.com. 

Want to follow MusicNomad on Twitter and get some great tips each day?  You'll find them at: http://twitter.com/Music_Nomad

If you enjoyed this article, here are three more you might like “20 questions every band should answer,” “What you need to know about do it yourself music: part 1?” and “Before you record your music: part 1.”