Christian Herriot is the founder of Deadly Viper Recordings
based out of Madison, WI and Miami, FL. He has been behind the decks for many
years and played to many venues in the Madison and surrounding areas. He is the
one that I have looked up to regarding anything with the label. He helped me
get my foot in the door to the entertainment industry on levels I will always
be thankful for. I asked him some questions about negotiation and deal making.
This is what he had to say:
What have you done in
the entertainment industry?
“I've been a host of nightclub events, been a support DJ and
a headlining DJ for clubs of many different types, been an editor of a music
blog and released free music via social network sites under the moniker Deadly
Viper Recordings with the goal of exposing new and underground music.”
How have you used
negotiation and deal making for your business?
“It's been said you aren't paid what you are worth, you are
paid what you negotiate. Negotiations are being made all the time in the
entertainment industry; of course, they come out lopsided when one of the
parties doesn't understand that there is negotiating going on in the first
place. Much like in a pawn store, the first offer a nightclub owner or record
buyer makes is not their final offer. React accordingly.”
What objective
criteria aka statistics have you used to help negotiation?
“Objective criteria in the music and nightclub business
really come down to sales and visibility.
Some bands are visible and worth booking because of that. Some bands
hold a crowd and are able to generate bar sales. Being aware of how you
generate money for a business or a record label is important and identifying
the numbers that help each act express they are worth money is key. Some bands or acts have 200,000 followers but
that may or may not be as important to a club owner as what the bar ring was at
the last performance. Ask questions, give answers.”
What have you used to
reach a mutual benefit or agreement during negotiation?
“Mutual agreements come from a mutually good business
relationship. You will not make money on every business deal. Trusting that
your partner had every interest in doing their best to prevent losing money
makes it easier to create and continue a business relationship.”
What advice can you
give against dirty tricks that people have used during deal making?
“Dirty tricks you say? The history of the music industry is
one of people who were ripped off by the "powers that be". You need to own your own work. Period. If you
do not have any interest in learning and taking the time to understand the ins
and outs of copyright law, trademarks, creative commons licensing, sampling and
many key areas of the music business, than be prepared to lose your hard earned
work. When preparing to perform, a signed contract and money in hand prior to
performance is the only way.”
Do you have any
future advice for anyone trying to gain entry into the entertainment industry?
“The key to entering the music industry is to make
music. If you do not make music,
consider how many support careers there are including makeup, stylist, A&R,
music lawyer, bodyguard, roadie, sound and light technician, session musician.
There are only so many "sexy" jobs in the industry but there are an
awful lot of careers.”
