Down Under every fri

Linwood Johnson November 18, 2008 Hip hop and the urban marketplace were plentiful in terms of marketing and a promotion in the mid-90's when the musical genre and its cultural influence were at its peak. John "Say" Gillard and his brother T. Gillard took full advantage of their connections in the industry and a piece of a market that was vital but sometimes overlooked by the artist and their record label. In 1992 the brothers started Street Ratt promotions in Virginia. After years of working their way up the ladder in New York City from working on street teams for various record labels they now were the people to come to if you wanted your record played on the radio, in the club or your album worked in the streets of Virginia. They introduced street promotions to Virginia, John Gillard works in Richmond, VA and has had a stronghold on urban marketing since he arrived.Street Ratt promotions provides a service to record labels, fashion companies, local clubs and other businesses that want their products to reach the urban market in Virginia. Street Ratt promotions also host weekly club nights and artist that come into the market give live performances at venues in the market. Street Ratt promotions has established itself as the go to company for marketing and promoting concerts in the area. When people from record labels or outside promoters come into their market they make a stop at the Street Ratt office. When artist come into town on promotional events Street Ratt is responsible for escorting them around to various radio stations and hosting events for the artist to get their projects to the urban marketplace.Street Ratt promotions employ various street team members who get the word out about events and record promotions in the area. Their job is to be at all major events and various nightclubs in the market where they work promoting the project designated. Street Ratt host numerous events throughout the year including Freedom Classic weekend annual after parties in commeration of Dr. Martin Luther King, jr., annual Diamonds and Denim charity event. In the past they have been the host to Roc a fella weekend with artist such as Jay z and Kanye West and annual events such as the Af'ram festival in Norfolk, VA and the 2nd St. festival in Richmond, Va. Annual radio summer events have become a staple for the company most recently radio personality Russ Parr's back to school bus tour. The company is currently responsible for artist on Def Jam, Atlantic, Motown, Universal and other record labels.I had the chance to talk with John "Say" Gillard about somethings that his business encompasses. The first question I asked was "How is the industry of marketing and promotion in the record industry going?" He answered slow and less accounts with major record labels than 10 years ago because of the rise of the internet. "Their simply not able to spend the money they were spending then, it's just not there". I then asked "what's some of the most memorable moments since the inception of the business?" Listing so many he finally came to two of the most significant Puffy's "No Way Out" tour and Jay Z's "Hard Knock Life" tour. He said "being on the road was some of the best times but it means late nights and early mornings". When asked what are some thing's he misses about how the "game" used to be, he answered the extra money from things like record pools and wrapped vehicles with artist on them, he adds "record labels never advanced to what's current after CD's now their trying to keep up and recoup money from artist that are not selling albums like they used too". The last question I asked is "where do you see street Ratt in 5 years?", he answered "hopefully still relevant moving on to other record label promotions, doing more work on artist projects such as mixing and editing, getting more corporate sponsors and keeping the clubs on lock in Richmond."I feel that a Street Ratt promotions is a vital part to record labels, radio, and clubs in their market. They are still a bridge that people in hip hop or club promoting have to cross if they want to be looked at as official in Virginia. As an entrepreneur John "Say" Gillard has given the blueprint and the answer to questions that many attempting to break into the industry need. He has been a silent force in creating a viable market for artist, club owners, and promoters in a place that was foreign to the industry of street promotions. As an entrepreneur I can only advise him to continue to keep young, fresh and creative people in his circle to keep a hand on the ever changing pulse of what's happening in the street.As far as the business itself it needs to continue to work on new accounts that target the urban marketplace. If the business creates new partnerships with companies that want to be exposed to the urban market they will stay afloat. If they continue to try to make money off a fledgling record industry they will ultimately become a follower. Even with that Street Ratt has to continue to have great relationships with these record labels because that's where they came from. They have to do things that are unconventional for less money to make it known that they are still a force in urban marketing and promotion.I learned a lot from this interview on how a market can change and how a company has to adapt to stay afloat. From John "Say" Gillard I learned that this industry is the survival of the fittest and to stay relevant there are no days off and no days to be complacent. There is always a new project to promote and a new promoter to take your spot. The only way to keep the accounts that you already have is to handle every project like that artist is the next big thing. The most valuable lesson I picked up is you have to be an asset and stay current if not you will be left behind. Most of the things provided in this interview I can take to stay successful in marketing and promotions. I understand now that the work is hard and in the urban market there are no hours and you have to be in the streets with the people to stay successful.[LOVEMYFLASH][/LOVEMYFLASH]