The Ronan Levy Podcast: The Wonderful Business of Music with Brandon Reed

Release Date: December 2, 2024

In this engaging episode of The Ronan Levy Podcast, host Ronan Levy sits down with Brandon Reed, a seasoned music manager with an extensive background in sound engineering, touring, and artist management. Their conversation delves deep into the intricacies of the music industry, exploring both its challenges and opportunities in the modern landscape.

1. Introduction and Background

Ronan opens the episode with a candid and humorous anecdote from Brandon, highlighting the unpredictable nature of the music business.

Brandon Reed [00:00]: "I got a call yesterday from a freight forwarding company saying we have a crate to deliver to Aaron Dessner. … I’m like, oh, man. This is Ed Sheeran sending Aaron a giant stuffed animal in a wooden crate."

Ronan then provides a comprehensive introduction to Brandon's career, emphasizing their shared ambition to revolutionize the music industry through Aurora Music Group and Brandon’s notable clients, including the co-writer of Taylor Swift’s album "Folklore," Aaron Dessner.

2. Aurora Music Group and Its Challenges

The discussion shifts to Aurora Music Group, an ambitious project initiated in 2018 to create a music label within Aurora Cannabis, Inc. The goal was to synergize music releases with cannabis products, leveraging Aurora’s financial strength to support the label without the pressure of music sales revenue.

Ronan Levy [10:28]: "Contrary to what you may have been taught, money, success and fame don’t make you happy… that’s why I started the Ronan Levy Podcast."

However, external factors such as unfavorable stock markets and internal company challenges led to the project's downfall. Despite the setbacks, Ronan highlights a silver lining: the strong friendship developed between him and Brandon.

Brandon Reed [12:45]: "It continues to be an amazing idea and I really hope that if regulations evolve, someone else takes this idea and runs with it."

3. The Evolving Music Industry: Streaming and Economics

Brandon provides a critical analysis of the shift from physical media to streaming platforms, outlining how this transition has fundamentally altered the economic landscape for artists and labels.

Brandon Reed [17:03]: "Users can now have access to human’s recorded history of music for between $10 and $15 a month… that’s obviously really shrunk the monies going into the pool for artists and labels, publishers, et cetera."

He discusses the creation of SoundExchange, an organization that compensates artists for music played on platforms like SiriusXM and Pandora, but notes that this often provides insufficient revenue for working and middle-class artists.

Brandon Reed [23:08]: "The only way that working class and middle class artists get compensated in a meaningful way from the digital consumption of their music is through SoundExchange."

4. Artist Management and Tour Logistics

The conversation delves into the complexities of managing touring artists, highlighting the logistical and financial challenges involved. Brandon emphasizes the importance of treating management as a coaching role, akin to NFL or MLB coaches guiding their players.

Brandon Reed [06:04]: "I look at management in the music business, like coaching. We’re coaching musicians and artists just like NFL, MLB coaches are coaching their players."

They touch upon the impact of large promoters like Live Nation and AEG, discussing how these corporations influence touring schedules and the financial arrangements that often place artists at a disadvantage.

Brandon Reed [42:27]: "Because they own venues, promoters like Live Nation have massive control, making it difficult for local promoters to compete."

5. Mental Health and Well-being in the Music Industry

Ronan and Brandon address the mental and emotional toll that touring and the music business can take on artists. They discuss strategies for maintaining mental health, such as establishing healthy routines and balancing life on the road with personal well-being.

Brandon Reed [65:45]: "Establishing healthy habits is a huge part of it… keep focused on what the meat and potatoes are of their work."

Brandon shares insights on how managing relationships, both personal and professional, is crucial for sustaining mental health in the high-pressure environment of the music industry.

6. Media Consumption and Its Impact on Artists

The conversation shifts to the role of media consumption in shaping public perception and the mental health of individuals, including those within the music industry. Brandon criticizes the current state of media as being more about entertainment than information, leading to increased anxiety and misinformation.

Brandon Reed [97:11]: "Media has taken this drastic transformation from information to entertainment… it has to be a conscious choice to avoid it."

7. Running a Record Store and Music Retail

Brandon discusses his venture into the vinyl record business, highlighting the challenges faced by independent record stores in the current economic climate. He emphasizes the importance of supporting indie retailers over giants like Amazon to sustain the local music ecosystem.

Brandon Reed [99:15]: "At the indie level, record stores are hand-to-mouth, month-to-month existences. Buy vinyl from an indie retail store because every indie store will sell their inventory online as well."

8. The Future of the Music Industry and Inspirational Figures

The episode concludes with Brandon reflecting on perseverance and the qualities that lead to success in the music industry. He cites Taylor Swift as a contemporary artist embodying the influential spirit of legends like the Beatles, praising her philanthropic efforts and strategic career moves.

Brandon Reed [93:14]: "I feel like Taylor is the Michael Jackson of our times… her decision to endorse Kamala Harris will have an epic impact."

Brandon also shares personal anecdotes about maintaining strong professional relationships and the importance of adaptability in an ever-changing industry.

Key Takeaways

• Economic Shifts: The move from physical media to streaming has significantly reduced revenue pools for artists, necessitating new models for compensation and sustainability.

• Artist Management: Effective management requires a coaching mindset, focusing on maximizing artist potential while navigating corporate influences.

• Mental Health: Establishing healthy routines and maintaining a balance between professional demands and personal well-being are crucial for artists' longevity.

• Support Indie Retail: Supporting independent record stores is vital for sustaining local music scenes and providing artists with necessary exposure.

• Perseverance and Influence: Success in the music industry is often driven by perseverance, strategic action, and the ability to influence and inspire audiences.

Notable Quotes

• Brandon Reed [00:00]: "I’m going to tell you later on when the property manager opens the crate, which we’re then going to probably have to cut up and burn."

• Ronan Levy [10:28]: "Contrary to what you may have been taught, money, success and fame don’t make you happy… that’s why I started the Ronan Levy Podcast."

• Brandon Reed [17:03]: "Users can now have access to human’s recorded history of music for between $10 and $15 a month… that’s obviously really shrunk the monies going into the pool for artists and labels, publishers, et cetera."

• Brandon Reed [23:08]: "The only way that working class and middle class artists get compensated in a meaningful way from the digital consumption of their music is through SoundExchange."

• Brandon Reed [42:27]: "Because they own venues, promoters like Live Nation have massive control, making it difficult for local promoters to compete."

• Brandon Reed [65:45]: "Establishing healthy habits is a huge part of it… keep focused on what the meat and potatoes are of their work."

• Brandon Reed [93:14]: "I feel like Taylor is the Michael Jackson of our times… her decision to endorse Kamala Harris will have an epic impact."

This episode provides a comprehensive look into the modern music industry's challenges and opportunities, offering valuable insights for artists, managers, and enthusiasts alike. Brandon Reed's candid discussions and shared experiences illuminate the complexities of sustaining a successful career in music today.