I can forgive myself for wanting people to be better than they are – to make good on their promises, show up on time and behave honestly – despite many experiences to the contrary. I’ve certainly let myself down, so why shouldn’t other people? But there have been a few instances that stand out.
I’ve learned major lessons from each CD we’ve released; the first one (in 1993) taught me that expenses will run over – there will be tracks that need to be “fixed” and some that will need major reworking, so count on needing more time and money than you’d originally planned. The second one (in 2004) taught me that radio promotion is not enough – you’ll need publicity to make any kind of a splash, no matter how awesome you know your recording to be. The third CD (in 2006) taught me “Caveat Emptor” – in bold relief. And that Maya Angelou was a very wise woman.
We’d been shopping for a publicist for a while, asking our jazz friends about their experiences. No one we knew would recommend anyone (which may tell you something about the nature of the publicity industry!?) So when a collaborator began to sing the praises of one couple he was working with to promote his jazz career, we were excited to meet them!
When she said, “I don’t know what we can do for you”, that should have been the first clue to heed, since:But we were impressed with their big fancy house in a fashionable part of town and their list of successful clients in all media and we were tired and time was growing short for our release date and we desperately wanted to work with someone (anyone???) who was connected in the biz, to get the word out about the new CD!! And yet:
And then there were their adorable dogs, and the photos on the walls of their past triumphs and we could see how wonderful it was going to be when they promoted our wonderful CD and got us reviews in all the trades and even a mention in People magazine andwe joined those triumphant success stories on the wall, and… and… and…
Even though she had told us that she didn’t know what she could do for us (and she was right – she did not know and wound up doing virtually nothing!!), she was more than happy to take our sizable check. And great was our ultimate disappointment.
If only we’d believed her the first time.