BUSINESS PLAN
esmarhythm.com/epk
TABLE OF CONTENTS
EXECUTIVE SUMMARY
MISSION STATEMENT
VISION STATEMENT
BIOGRAPHY
MARKETING PLAN
Marketing & Artist Development Company
Entertainment Lawyer
Radio Promotion
Public Relations
Marketing Demographic
Digital Marketing & Fan Base Development
Website
Music Video
Online Distribution
Travel & Events
Merch
Electronic Press Kit
CONCLUSION
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EXECUTIVE SUMMARY
ESMA is a singer-songwriter-dancer whose infusion of urban and pop with a touch
of Eastern music elements makes her innovative and unique in today’s music
market. Driven and goal oriented with a sound and image that allows for
international marketability and appeal, ESMA requires the backing of a professional
team. Her music goals are to gain management in order to work under a label,
distribute music across Canada, with future long-term goals of United States and
overseas distribution.
There are many obvious reasons an artist is successful in captivating an audience
such as raw talent, image, drive and songwriting. However, sustainable legendary
artists are those who provide their audience with something no one else does.
The music industry has a major untapped market in North America and
internationally, individuals of Arabic descent. Shakira’s immense popularity comes
from the infusion of her Columbian Heritage, singing in Spanish & English while
dancing Arabic. The music industry is missing a mainstream singer with true Arabic
origins.
The music infusion that is being offered to the public through ESMA music is not
only for people of Arabic heritage. The combination has a proven track record of
success with pop artists, such as Aaliyah with “More Than a Woman,” “Don’t Know
What To Tell Ya,” and “We Need a Resolution.” As well as Beyonce’s “Naughty Girl”
and “Baby Boy” which topped Billboard’s Hot 100 for 9 weeks [1]. The infusion was
also made in “Beautiful Liar” with Beyonce and Shakira, Jay-Z’s “Big Pimpin,” and
Nelly Furtado’s “Wait for You.”
Karl Wolf, Belly, and Massari are examples of Middle Eastern Canadian artists that
have made an impact on the music industry in Canada and internationally with this
infusion, however they are all males. A female artist in this genre would demand
more fans, due to the appeal to both men and women. With the numerous genres of
pop, R&B, reggae, and Arabic, ESMA’s music provides a large variety to the public
and therefore has immense potential for a large market.
ESMA has taken many steps to reach this market through her work with reputable
companies such as: artist development & marketing company A&R Worldwide,
radio promotion company Antiskeptic Entertainment, publicity company Skylar
Entertainment, international producer Fingazz and entertainment lawyer Eb
Reinbergs.
ESMA also has a fully fan friendly website, has traveled internationally for music
conferences and performances, opened for international artists and created music
videos.
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ESMA’s current release is “Fall Back” based anti-bullying and was released in
association with the Amanda Todd Legacy Fund, combining a cause that ESMA is
passionate about along with her music. “Fall Back” has received radio support and
national press.
ESMA’s marketability and sound coupled with her passion, drive and ambition;
result in the makeup of a truly innovative artist.
MISSION STATEMENT
Singer-songwriter-dancer ESMA’s unique fusion of urban and pop with a touch of
Eastern sound provides for a diverse fan base with international marketability; no
female artist offers this in today's music market.
VISION STATEMENT
ESMA’s primary goal is to obtain the right team and management in order to work
under a label to gain future international recognition.
BIOGRAPHY
Canadian singer-songwriter-dancer ESMA is shaking up urban pop music by
creating a new sound through the infusion of her exotic roots. The music is catchy
and upbeat, yet refreshingly different. ESMA works with LA based marketing
company A&R Worldwide who have helped with the careers of artists such as
LMFAO, Coldplay, Avril Lavigne and Adele. Her producer, Fingazz, has worked
with artists like Snoop Dogg and Karl Wolf.
ESMA landed a sync deal with Emmy Award winning company Bunim Murray. Her
music has been placed in episodes of Bad Girls Club, an American reality show on
the Oxygen Network, which brings in over a million views per episode. ESMA won
last year’s Top 40 radio station Hot 107’s Hot Factor competition, receiving 10K,
radio promotion and studio time.
ESMA has performed internationally and opened for artists such as Jadakiss, Karl
Wolf, Jay Sean, LMFAO party rock crew, Danny Fernandes, JRDN, Kos and Dirty
Radio. ESMA has also trained with Ron Anderson, who has coached the voices of
Alicia Keys, Adele, Janet Jackson and Usher to name a few.
ESMA’s current single “Fall Back” and music video are based on Anti-bullying,
specifically Cyber-bullying. The video concept was inspired by the Amanda Todd
story, the teen whose YouTube video about her bullying struggles went viral
receiving millions of hits after she committed suicide. Press from “Fall Back” got to
Amanda Todd’s mother, Carol Todd, and she reached out to ESMA. Proceeds
from iTunes sales will be donated to the Amanda Todd Legacy Fund. “Fall Back” has
begun to receive Top 40 radio support.
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ESMA’s charity work is extensive and recently began working with “We Day”, an
organization with the concept of youth helping youth. With the most Facebook likes
for a charity (3.8M) artists such as Demi Lovato, Justin Beiber and Nelly Furtado
have been involved.
"The true reason I am an artist is to inspire so it only makes sense to team up with
organizations that inspire me. I also feel like having an inspirational message as a
female pop artist is really needed in the music scene right now."
ESMA’s message is also based on female empowerment through freedom of
expression, while withholding a positive representation of what women stand for all
over the world.
MARKETING PLAN
Marketing & Artist Development Company
ESMA’s work with artist development and marketing company, A&R Worldwide,
based out of Beverly Hills, CA who have helped with the careers of artists such as
Coldplay, Dido, Adele, Avril Lavigne, and LMFAO. A&R have greatly benefited and
advanced ESMA’s career in a short period of time. A cohesive brand for marketing
was initially created, which included traveling to Los Angeles for a photo shoot and
the creation of new music in Hollywood with producer Fingazz. Fingazz has worked
with the likes of Snoop Dogg and Karl Wolf, as well as having international radio
success with Lil Rob’s “Summer Nights” and Kilo’s “Lean like a Cholo.”
To begin to familiarize the market A&R Worldwide distributed ESMA’s music to
broadcast media outlets and platforms such as radio tracking to
mainstream/online/satellite/college radios, DJ pools, managers and labels in the
United States, United Kingdom and the United Arab Emirates. A&R has made Sony
Music Middle East familiar with ESMA’s music, as Sony recently launched Lion Heart
Records, which focuses on infused Arabic music, bridging the East and West.
A&R has targeted U.S. Film/TV Supervisors for possible sync opportunities. A&R
landed ESMA a sync deal with Bunim Murray, which produce many popular reality
shows such as Keeping Up With The Kardashians, The Real World and Project
Runway. ESMA’s songs “Force of Nature” and “Fall Back” have been placed in
episodes 7,8 & 13 of the tenth season of the Bad Girls Club, on the Oxygen Network,
receiving millions of views per episode.
The founder, Sat Bisla, has been praised by label heads, like the Chairman and CEO
of Atlantic Records Craig Kallman, for being able to “unearth the next great talent.”
Sat Bisla and his SVP Monte Malone came from an extensive radio background, and
Sat has a radio show called Passport Approved on KCSN 88.5 FM in Los Angeles. The
span of their success with the famous artists’ careers proves work with the company
has a guaranteed track record of success.
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Entertainment Lawyer
The hiring of entertainment lawyer Eb Reinbergs ensures all proper business
decisions and investments are made, as consultation was done with him about the
initial A&R Worldwide contract. Eb has worked with The Fugees, Karl Wolf, Melanie
Fiona and the A&R of Universal Music Canada, Mark Spicolok. Believing in the music,
Eb will be arranging collaborations and meetings with his contacts for further
marketing.
Radio Promotions
A&R has serviced to Rhythmic (urban) and college radio stations across USA for
promotion to get ESMA’s name out there. Canadian promotion for “Force of Nature”
and “Fall Back” has been done by Toronto based company, Antiskeptic
Entertainment, owned by Demetrius Nath, former general manager of Dale
Speaking, a nationally known radio promotions company. Demetrius Nath has
helped in getting play for artist such as Fiest, Aleesia, Alexisonfire, City and Color,
etc. Thus far, Demetrius has been successful in landing features/spins on Hot 107
FM, Mix 103.7 and 101.3 The Bounce.
Public Relations
ESMA works with Skylar Entertainment, a Public Relations company located in
Toronto, ON that has been in operation for 10 years. Skylar Entertainment has
established itself as one of the most trusted entertainment public relations agencies
in Canada. From international celebrities to local indie projects, Skylar
Entertainment’s initiatives have increased media, industry and public awareness of
ESMA. Skylar Entertainment has succeeded by building solid relationships and
having a relentless tenacity to achieve goals.
ESMA has been featured on the front cover of the Edmonton Journal, City TV, CTV,
HiphopCanada.com, Soultrain.com and many other online and print publications.
For a full list of Press please visit: esmarhythm.com/news-press
Marketing Demographic
The demographic that ESMA caters to is not only those within the Arabic speaking
community, but anyone who is interested in pop, dance, R&B, hip hop and reggae
music genres. This infusion speaks to two main age demographics, 12 to 24 and 25
to 35. The younger generations enjoy the upbeat music, while the mature listener
enjoys the songwriting and the soulful element that training in jazz and blues brings
to the music. This wide demographic provides the opportunity for greater fan base
development through sales in music, concert tickets and merchandise.
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In regards to gender, ESMA appeals to the female listener with her songwriting,
which is geared towards the empowerment of women through freedom of
expression. Male fans are also very receptive, due to ESMA’s confidence expressed
through her music, dance and image.
On an international level, ESMA’s secondary market is people of Arabic decent. The
Canadian Arab population is approximately 470 000 [2] which is mostly a young
population. The largest Arab community in Canada resides in Ontario, where ESMA
has travelled and performed at Toronto’s Seventh annual Lebanese convention.
Also, ESMA attends Canadian Music Week in order to build relationships to launch
in Eastern Canada. In North America there are over 4 million people of Arab
ethnicity, [3] [4] over half a million in the UK [5] and 6 million people of Arabic descent
residing in Brazil. [6] [7] ESMA’s cultural background is Lebanese and Syrian, and
there are over another 40 million in those countries alone. [8] [9] Many of ESMA’s
Facebook fans are from Turkey, which has a population of over 74 million. [10] In
total there are 20 Arab states with a population of over 349 million, [11] which
illustrates the scope of this secondary market available to potential investors.
Digital Marketing and Fan Base Development
Website
To cater to all the demographic of ESMA’s fans esmarhythm.com is comprehensive
and geared towards fan base development. The site’s home page features ESMA’s
latest single, video, tweet, news/press, event and newspaper subscription so ESMA
fans have all the latest updates. The site also has dedicated pages to News & Press,
Events, Music, Videos, Photos, Biography, Contact Page, Giving Back (charities ESMA
works with) and Supporters (companies that have sponsored ESMA).
The site also has links to ESMA’s Twitter, Facebook, Instagram, Soundcloud and
Youtube. ESMA and her team use social media daily in order to interact with fans
and continue to build on her growing fan base. The times are targeted according to
her fans location and what drives the most traffic. ESMA’s YouTube channel views
are organically over 22 600, which indicates the potential when an advertising
investment is allotted to her channel.
Music Video
ESMA’s current music video “Fall Back” is based on anti-bullying. The Amanda Todd
story inspired the subject of the video; a teen who's YouTube video about her
bullying struggles went viral receiving millions of hits after she committed suicide.
When Amanda’s mother heard of the video she reached out to ESMA and proceeds
from the sales of the single go to the Amanda Todd Legacy Fund. From a marketing
stand point, the combination of a message with the music not only allows fans to get
to know ESMA further by illustrating what she cares about, but it links supporters of
that cause with ESMA’s music, building on her fan base.
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Online distribution
ESMA’s music is for sale on iTunes and CD Baby and serviced to Amazon MP3,
MP3.com, Rhapsody, MySpace Music, Google Music, and eMusic.
Travel & Events
In order to continue to build ESMA’s presence in the national and international
scene conference attendance, opening for international artists and performing
internationally has been established.
ESMA will be in attendance of the largest music festival in Canada, Canadian Music
Week in May 2014, with past attendances to MUSEXPO Festival & Conference in
Hollywood, CA put on by A&R Worldwide that brings in top music executives and
speakers from all over the world. It has been running for ten years and has had past
performers such as Katy Perry, LMFAO, Jessie J and Robyn; all of who went on
getting major label deals after their involvement in the conference.
ESMA has also performed internationally at Canada Fest at the Palm Springs
Convention Centre, famous for being the venue for the Palm Springs International
Film Festival that brings in such names as Angelina Jolie.
Lastly, being the opening act for artists such as Jadakiss, Karl Wolf, Jay Sean, LMFAO
Party Rock Crew, Danny Fernandes, JRDN, Kos and Dirty Radio definitely helps
market ESMA.
esmarhythm.com/events
Merch
ESMA promotional items and merchandise consist of download cards, posters, Tshirts, digital CD’s and physical CD’s. An online store is being created to be added to
the website in the summer of 2014.
Electronic Press Kit
Esmarhythm.com/epk is only accessible via link for music industry executives. It is a
fast and easy way for executives to have access to ESMA’s latest video, music, press,
bio and business plan all on one page.
CONCLUSION
As an artist exploring a highly untapped market in regards to her unique fusion of
sound and imagery, ESMA provides management, investors and other prospective
team members with the opportunity to help grow a brand with the potential of
worldwide appeal. As outlined above this appeal spans a vast age demographic,
various nationalities, languages and music genres. The need for management and
label representation will provide ESMA music with the necessary resources to
achieve the goals set in place.
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