The market share for “pop” music has been developing for decades through the use of smart marketing involving television exposure, creative public relations strategies, targeted online campaigns and touring, all driving sales online and of CD’s and DVD’s into the millions of units, both online and at traditional record retail (and mass merchandisers).

However, the road to success is much more complicated today due to the increased downloading of digital music and the downturn in the traditional record business spending to break new artists. This means that record deals are harder to come by without the proper tools, that record labels spend less on artist development and artists need help in crafting their business strategy either to obtain those recording contracts with the major record companies or aid in designing a more independent route to getting exposure for their music.

Why 12to20?

Richard Ellis, President of 12to20 has extensive music industry experience as an executive at RCA, BMG, Sony, and Warner Music Group, and along with his years of helping develop young artists for virtually every record company, has unparalleled expertise in creating and “quarterbacking” the right opportunities for tomorrow’s music stars. He also brings a deep understanding of marketing, new media, public relations, production and sponsorship development to his clients.

Many artists come to us after being involved with other promoters, managers, or labels with some questions about what can actually be done with their talent. 12to20 will only get involved when we can move the process forward.

Artist Business Plan Development

12to20 is the “quarterback” that will help the artist and management with creative and business strategy development, can aid in obtaining recording contracts with traditional and digital record companies; as well as create the financial modeling for self-release of music – from production through digital and physical product release and marketing.

12to20 can also aid in goal setting, planning, and budgeting, press kit and press release preparation, tour planning, song and video production, creating grass roots marketing and promotion ideas, finding sponsorships & endorsements, merchandise development, online marketing and finding a booking agent.

Artist Development

It all starts with the songs and the performance. 12to20 works with each and every client to develop relationships with the top producers. publishers and songwriters in the business to help craft the proper material and image for success.

Marketing Plan Development

12to20 will oversee marketing and marketplace/brand development for the artist.