On Oct. 26 a group of 15 GRAMMY U members gathered at Park West for a GRAMMY SoundChecks with Ingrid Michaelson and a chance to discuss the current state of the music industry with the indie singer/songwriter. Together with manager Lynn Grossman, Michaelson discussed a wide range of topics affecting the music industry today as well as her rapid ascent to stardom.
Cara Carriveau of Chicago's 101.9 FM The Mix:moderated the question-and-answer session with Michaelson. As Michaelson explained the importance of a television commercial in propelling her single "The Way I Am" to the Top 40, the students formulated questions regarding other promotional strategies used by independent artists seeking exposure. Michaelson quickly related to this thirst for knowledge by answering each question, and Grossman joined the conversation by giving examples of techniques that have been successful in her management career as well as in her role as music supervisor for the popular television drama "House M.D."
Throughout the conversation, Michaelson and Grossman each emphasized the importance of retaining control over one's career and using music as a tool to take full advantage of any opportunities that may be presented. Although new innovations in promotion including YouTube, Facebook and Twitter were the focus of much of the discussion, traditional strategies were not overlooked. When Carriveau asked Michaelson about the importance of radio promotion in launching her career, she agreed with Grossman about the need to "create a story behind the song" when pitching a single to a radio station for the first time, and noted the importance of building meaningful relationships with each station's music director. Both also discussed the strategies they used to build Michaelson's fan base slowly and carefully, revealing how they had once turned down the opportunity to promote a song on top 40 radio in favor of extended play on other formats.
When asked for career advice from the group, Michaelson and Grossman each agreed that industry internships are often the perfect starting point. Michaelson used her current tour crew as an example of this path to success and urged students to get as much early experience as possible. Michaelson and Grossman also convinced the students to "stop thinking about what's next, and do what's next," a motto the pair often refer to when making important career decisions.
After a photo with the group, the students followed Michaelson to the stage to watch her soundcheck. Joined by her entire band for the rehearsal, Michaelson showcased the musical skills that have led her to success in the industry. She raced across the stage, continuously switching instruments with bandmates and entertaining the room with her sense of humor, while giving the group a taste of what was to come during that evening's sold-out concert. As the venue doors opened to the public and Michaelson quickly left the stage, each student left Park West with a wealth of new knowledge that will surely be applied in helping them "do what's next" in the developing field of music promotion.