Blog Interview for Negotiation & Deal Making: Founder of Deadly Viper Recordings, Christian Herriot

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.”