Burbank is sometimes characterized as the “media capital of the
world”. Some might argue that point,
but without a doubt, the city is home to a wide range of people and companies
that create and support music, film and other media.
In our printing business, we are fortunate to get the chance to
meet and work with many people in these fields. Recently, we met Beth Ann Hilton, who owns
and manages the B Company, a PR and marketing firm with a niche specialty in promoting New Age,
World and Contemporary Instrumental music.
We sat down
with Beth to learn more about her company and the connections to the music
world. Here are some highlights of
what we learned and answers to some of the interview questions we posed –
Prior to
founding The B Company, Beth headed the Strategic Promotions department for
Warner Music Group, Inc., where she created and managed partnerships and
integrated promotions for the company’s Atlantic, Elektra, Lava, Maverick,
Warner Bros./Reprise, Warner Nashville, WEA Latina, Nonesuch and Rhino Record
labels with major corporations as well as WMG’s sister companies within AOL/TimeWarner.
That
experience -- preceded by earlier editing and public relations positions --
provided a wealth of knowledge and understanding that led her to developing her
own company.
Here are a
few questions we posed and things we discussed -
Since you founded the company, about how many
different artists have you supported and represented?
Oooh, I
haven’t kept count, but I’m a digital packrat, so if I glance at my client
folders, I see about 72 clients there since 2002. Some were simple
consultations, others were content creation, but most are new music or film
releases or events; I’m pleased that about 95% of my clients are recurring
customers - that creates a family feeling.
Is there any specific professional experience that
stands out as the most challenging, unusual, or interesting chapter in your
company’s history?
Of
course...navigating childbirth! I had been traveling quite a bit for tour
sponsorships and pitches, but didn’t want to do that as a new mom. But who
could I trust to take over the business for a while without “taking over” the
business?! I had an associate with
complementary skills who was a big help during my son’s first six months.
During that time, I realized I didn’t want to travel as much, so I decided to
refocus the business on traditional PR services versus sponsorships, which
allowed me to work at home. That just felt right, and I learned to do a lot in
20 minute increments...that still comes in handy! The business was just fine in the end,
despite my concerns.
You have represented artists who have been nominated
for GRAMMY(R) Awards. What comes with
that territory?
Well,
getting them to that point of nomination is an art in itself; we set the stage
a year in advance, sometimes longer.
There are two rounds of balloting, so when a nomination is earned, it is
a win in and of itself...from November to February, there are many bases to be
touched, artwork to update, press releases to issue, ads to run, peer
campaigning, and appearance opportunities, just to name just a few. Having helped multiple artists in this area,
we can help the artist work out the right plan, avoid the land mines, and
maximize the incredible opportunity that comes with a nomination.
 |
| Grammy 2014 Red Carpet Closer |
What are the services you offer to your musical
artist clients?
I enjoy
working with indie and emerging artists, so their needs vary quite a bit. We
have worked out a way to provide intensive, ongoing support, as well as basic
hourly consultations. If we feel that
their art or content is a good fit for us, then we evaluate their Marketing/Communications
universe, and make recommendations on their future direction. We have clients on retainer, and others who
we coach along, providing consultative advice to guide them in their careers
and music marketing.
There are
many avenues that contribute to artist exposure and opening up the important
communication lines that lead to new opportunities. We of course work with the full range of
communication tools, including traditional press releases, various social media
tools, and (very important) content creation like videos, etc.
While they
are sometimes placed in the shadow of social media, we have found that an
effective website, newsletter, and blog are essential components to building a
career. I emphasize this to every new
client: keep your own contacts, and create a community...even if you begin with
just a few, it will grow; everyone begins somewhere!
How do you see The B Company evolving and expanding
from here?
The most
logical step is to hire a Junior Publicist so that I can accept the new
business inquiries that we’ve had to turn away; we’re looking for new offices,
too. Our content creation service is
growing very nicely, including everything from creative writing to videos to
podcasts, and I’m always looking for new partner/vendors in those fields. Dreaming big, I would love to get into
Virtual Reality, filming special “destination events” for musicians...to offer
viewers a whole new way to experience their music. Producing in a whole new space would be
exciting...I didn’t have the nerves for it when I was younger, but I think I’d
enjoy the challenge now.
You located your family and company here in
Burbank. How did that come about?
Having
worked in the area with Warner Music Group and other organizations, I had
settled in the area and very much like the climate here, contrasted with the
harsh winters I experienced growing up near Lancaster, PA. We lived in Studio
City when my son attended Carpenter Community Charter, but, I found it to be
too busy and began looking to relocate in Burbank. We’d also heard wonderful
things about the music programs at Burbank USD, so voila, here we are enjoying
the choir program with Ms. DeMore!
I am here
now with the business and my family, and find it a great community for kids,
access to everything, great restaurants (I’m a foodie!) and very people
friendly. We are very happy to be
here!
We
appreciate Beth taking the time to meet with us and share sample CDs of a number
of the artists she represents. The
variety of talent she supports is extensive, and to say the least, the scope of
New Age, World, and Contemporary Instrumental music is quite vast!
 |
| Not your parents' new age music...the new sound is FLOW, an anagram for Fiona Joy, Lawrence Blatt, Jeff Oster & Will Ackerman |
The B
Company website is:
TheBCompany.com
Check it out
and you will find multiple links to the wide range of talent she supports, and
likely find some great listening along the way.
