Recording - November 2014 - 49

It doesn't matter whether you're talking about selling your abilities as an engineer,
your studio as a destination for clients, your songwriting talents, your playing ability, or
some combination of these. Borg strips the process down to the basics. Who are you?
Where are you now and where do you want to be? What's in your way, and how do
you get around it? How do you make sure that you're remembered by everyone you
work with, respected, and leave them wanting to do more with you? It's all here: building strategies for branding, pricing, product distribution, promotion, and analytics.
Once you get into any given topic, the musician-centric focus of the book becomes
apparent. For example, while any marketing plan could follow the general format
described here for building a successful promotion strategy, Borg breaks music promotion into four chapters covering everything from paid advertising, direct marketing, and sponsorships to DIY Internet-based paths and "street commando" guerrilla
marketing tactics.
Every chapter concludes with a Marketing Plan Template that encourages the reader
to turn the general ideas into specifics for his or her needs. The book takes its message
so seriously that there's an entire chapter at the end devoted to learning more about
marketing in general, with a 20-point plan for "strengthening your marketing muscles"
by studying successful and unsuccessful players in your market, reading blogs, and even
taking courses. The book is sparsely illustrated with real-world examples and diagrams
that help bring out the most meaning from the readable but dense language.
Borg treats the marketing of a brand or studio as serious business, and if you believe that
your best chance for success is to really dig in and create a vision for your brand that would
convince not only a potential fan at a gig but also a finance officer at a bank, then this book
is for you. It's a bit daunting when taken as a whole, but reading a few pages at a time will
let you benefit from Borg's exceptionally clear prose, and over time you'll build up marketing
chops that will make you a significant competitor in your chosen market, whatever that is...
and perhaps most importantly of all, if you follow what Borg suggests, you'll have a better idea
of your chosen market than you thought you did when you started out.

Every Idea Is A Good Idea
By Tom Sturges. 286 pages, paperback. Jeremy P.
Tarcher/Penguin, an imprint of Penguin Random House
Group, 2014. ISBN 9780399166037.
$16.95; www.penguinrandomhouse.com

"Be Creative, Anytime, Anywhere." That's the premise of
this lovely little book by Tom Sturges, a record producer and
music publishing executive with decades of experience
working with world-class talents of all kinds. Sturges has
been teaching creativity in schools around Los Angeles for
over a decade. Teaching creativity? Yes, he argues-creativity is a skill that can be learned and improved, different in character than mathematics or history but just as teachable. Furthermore, the benefits of practicing creativity
are manyfold and pervasive in our lives. So, in this book, he sets out a series of stories
and exercises, each with the intent of helping us build creativity.
The book is rich with personal anecdotes and conversations with world-famous artists
from Sturges' own storied career-like the time when, as a freshly-hired EMI staffer, he
found the courage to ask none other than Carole King to rewrite the bridge on a new
song, or when he spontaneously invented a word game to help keep Shaquille O'Neal
engaged and focused during a wearying series of radio interviews. Every story, every
interview and chunk of wisdom presented here, is all in the service of explaining what
creativity is, how to nurture it, and perhaps most important of all, how to recognize and
avoid the negative thought processes and attitudes that kill it.
There are chapters on the songwriting process, on collaboration, and a lot of fun
background on where creativity comes from, both historically (from cave paintings to
Alan Greenspan (?!)) and medically (how the brain processes thought and how that
leads to creativity). Five of the seven chapters conclude with Creative Exercises, simple
mental games that stimulate different aspects of the creative process, from forcing a
change of perspective to distilling ideas down to their essence.
Every Idea Is A Good Idea is an engaging read, full of stories ranging from hilarious
to deeply touching, stories whose heroes range from Sir George Martin and Diane
Warren to an unnamed middle school student whose spark inspired a school songwriting session. Every story has a creative takeaway that readers can connect with instantly. It's rare that I get to recommend a book that everyone who reads this magazine
should have on the shelf and reread regularly. This is one of them.
RECORDING November 2014

49


http://www.swirlygig.com http://www.swirlygig.com http://www.penguinrandomhouse.com http://www.recordingmag.com

Recording - November 2014

Table of Contents for the Digital Edition of Recording - November 2014

Contents
Recording - November 2014 - Cover1
Recording - November 2014 - Cover2
Recording - November 2014 - 1
Recording - November 2014 - 2
Recording - November 2014 - 3
Recording - November 2014 - 4
Recording - November 2014 - 5
Recording - November 2014 - Contents
Recording - November 2014 - 7
Recording - November 2014 - 8
Recording - November 2014 - 9
Recording - November 2014 - 10
Recording - November 2014 - 11
Recording - November 2014 - 12
Recording - November 2014 - 13
Recording - November 2014 - 14
Recording - November 2014 - 15
Recording - November 2014 - 16
Recording - November 2014 - 17
Recording - November 2014 - 18
Recording - November 2014 - 19
Recording - November 2014 - 20
Recording - November 2014 - 21
Recording - November 2014 - 22
Recording - November 2014 - 23
Recording - November 2014 - 24
Recording - November 2014 - 25
Recording - November 2014 - 26
Recording - November 2014 - 27
Recording - November 2014 - 28
Recording - November 2014 - 29
Recording - November 2014 - 30
Recording - November 2014 - 31
Recording - November 2014 - 32
Recording - November 2014 - 33
Recording - November 2014 - 34
Recording - November 2014 - 35
Recording - November 2014 - 36
Recording - November 2014 - 37
Recording - November 2014 - 38
Recording - November 2014 - 39
Recording - November 2014 - 40
Recording - November 2014 - 41
Recording - November 2014 - 42
Recording - November 2014 - 43
Recording - November 2014 - 44
Recording - November 2014 - 45
Recording - November 2014 - 46
Recording - November 2014 - 47
Recording - November 2014 - 48
Recording - November 2014 - 49
Recording - November 2014 - 50
Recording - November 2014 - 51
Recording - November 2014 - 52
Recording - November 2014 - 53
Recording - November 2014 - 54
Recording - November 2014 - 55
Recording - November 2014 - 56
Recording - November 2014 - 57
Recording - November 2014 - 58
Recording - November 2014 - 59
Recording - November 2014 - 60
Recording - November 2014 - 61
Recording - November 2014 - 62
Recording - November 2014 - 63
Recording - November 2014 - 64
Recording - November 2014 - 65
Recording - November 2014 - 66
Recording - November 2014 - 67
Recording - November 2014 - 68
Recording - November 2014 - 69
Recording - November 2014 - 70
Recording - November 2014 - 71
Recording - November 2014 - 72
Recording - November 2014 - Cover3
Recording - November 2014 - Cover4
https://www.nxtbook.com/musicmaker/musicmaker/recording_202404
https://www.nxtbook.com/musicmaker/musicmaker/recording_202403
https://www.nxtbook.com/musicmaker/musicmaker/recording_202402
https://www.nxtbook.com/musicmaker/musicmaker/recording_202401
https://www.nxtbook.com/musicmaker/musicmaker/recording_202312
https://www.nxtbook.com/musicmaker/musicmaker/recording-november-2023
https://www.nxtbook.com/musicmaker/musicmaker/recording_202310
https://www.nxtbook.com/musicmaker/musicmaker/recording_202309
https://www.nxtbook.com/musicmaker/musicmaker/recording_202308
https://www.nxtbook.com/musicmaker/musicmaker/recording_202307
https://www.nxtbook.com/musicmaker/musicmaker/recording_202306
https://www.nxtbook.com/musicmaker/musicmaker/recording_202305
https://www.nxtbook.com/musicmaker/musicmaker/recording_202304
https://www.nxtbook.com/musicmaker/musicmaker/recording_202303
https://www.nxtbook.com/musicmaker/musicmaker/recording_202302
https://www.nxtbook.com/musicmaker/musicmaker/recording_202301
https://www.nxtbook.com/musicmaker/musicmaker/recording_202212
https://www.nxtbook.com/musicmaker/musicmaker/recording_202211
https://www.nxtbook.com/musicmaker/musicmaker/recording_202210
https://www.nxtbook.com/musicmaker/musicmaker/recording_202209
https://www.nxtbook.com/musicmaker/musicmaker/recording_202208
https://www.nxtbook.com/musicmaker/musicmaker/recording_202207
https://www.nxtbook.com/musicmaker/musicmaker/recording_202206
https://www.nxtbook.com/musicmaker/musicmaker/recording_202205
https://www.nxtbook.com/musicmaker/musicmaker/recording_202204
https://www.nxtbook.com/musicmaker/musicmaker/recording_202203
https://www.nxtbook.com/musicmaker/musicmaker/recording_202202
https://www.nxtbook.com/musicmaker/musicmaker/recording_202201
https://www.nxtbook.com/musicmaker/musicmaker/recording_202112
https://www.nxtbook.com/musicmaker/musicmaker/recording_202111
https://www.nxtbook.com/musicmaker/musicmaker/recording_202110
https://www.nxtbook.com/musicmaker/musicmaker/recording_202109
https://www.nxtbook.com/musicmaker/musicmaker/recording_202108
https://www.nxtbook.com/musicmaker/musicmaker/recording_202107
https://www.nxtbook.com/musicmaker/musicmaker/recording_202106
https://www.nxtbook.com/musicmaker/musicmaker/recording_202105
https://www.nxtbook.com/musicmaker/musicmaker/recording_202104
https://www.nxtbook.com/musicmaker/musicmaker/recording_202103
https://www.nxtbook.com/musicmaker/musicmaker/recording_202102
https://www.nxtbook.com/musicmaker/musicmaker/recording_202101
https://www.nxtbook.com/musicmaker/musicmaker/recording_202012
https://www.nxtbook.com/musicmaker/musicmaker/recording_202011
https://www.nxtbook.com/musicmaker/musicmaker/recording_202010
https://www.nxtbook.com/musicmaker/musicmaker/recording_202009
https://www.nxtbook.com/musicmaker/musicmaker/recording_202008
https://www.nxtbook.com/musicmaker/musicmaker/recording_202007
https://www.nxtbook.com/musicmaker/musicmaker/recording_202006
https://www.nxtbook.com/musicmaker/musicmaker/recording_20205
https://www.nxtbook.com/musicmaker/musicmaker/recording_202004
https://www.nxtbook.com/musicmaker/musicmaker/recording_202003
https://www.nxtbook.com/musicmaker/musicmaker/recording_202002
https://www.nxtbook.com/musicmaker/musicmaker/recording_202001
https://www.nxtbook.com/musicmaker/musicmaker/recording_201912
https://www.nxtbook.com/musicmaker/musicmaker/recording_201911
https://www.nxtbook.com/musicmaker/musicmaker/recording_201910
https://www.nxtbook.com/musicmaker/musicmaker/recording_201909
https://www.nxtbook.com/musicmaker/musicmaker/recording_201908
https://www.nxtbook.com/musicmaker/musicmaker/recording_201907
https://www.nxtbook.com/musicmaker/musicmaker/recording_201906
https://www.nxtbook.com/musicmaker/musicmaker/recording_201905
https://www.nxtbook.com/musicmaker/musicmaker/recording_201904
https://www.nxtbook.com/musicmaker/musicmaker/recording_201903
https://www.nxtbook.com/musicmaker/musicmaker/recording_201902
https://www.nxtbook.com/musicmaker/musicmaker/recording_201901
https://www.nxtbook.com/musicmaker/musicmaker/recording_201812
https://www.nxtbook.com/musicmaker/musicmaker/recording_201811
https://www.nxtbook.com/musicmaker/musicmaker/recording_201810
https://www.nxtbook.com/musicmaker/musicmaker/recording_201809
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201808
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201807
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201806
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201805
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201804
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201803
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201802
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201801
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201712
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201711
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201710
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201709
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201708
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201707
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201706
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201705
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201704
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201703
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201702
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201701
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201612
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201611
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201610
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201609
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201608
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201607
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201606
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201605
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201604
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201603
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201602
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201601
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201512
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201511
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201510
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201509
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201508
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201507
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201506
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201505
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201504
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201503
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201502
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201501
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201412
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201411
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201410
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201409
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201408
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201407
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201406
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201405
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201404
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201403
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201402
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201401
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201312
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201311
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201310
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201309
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201308
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201307
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201306
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201305
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201304
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201303
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201302
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201301
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201212
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201211
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201210
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201209
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201208
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201207
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201206
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201205
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201204
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201203
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201202
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201201
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201112
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201111
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201110
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201109
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201108
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201107
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201106
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201105
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201104
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201103
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201102
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201101
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201012
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201011
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201010
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201009
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201008
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201007
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201006
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201005
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201004
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201003
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201002
https://www.nxtbook.com/nxtbooks/musicmaker/recording_201001
https://www.nxtbook.com/nxtbooks/musicmaker/recording_200912
https://www.nxtbook.com/nxtbooks/musicmaker/recording_200911
https://www.nxtbook.com/nxtbooks/musicmaker/recording_200910
https://www.nxtbook.com/nxtbooks/musicmaker/nxtd
https://www.nxtbookmedia.com