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TheStreet Open House

Another Startup Transforming the Music Industry

Consider some excerpts from the above-mentioned GDP-Curb PR:

"Music has long played an integral role in entertaining fans within sporting events. Working with GDP has allowed us to take a clever approach to exposing our music across a wide array of sports audiences," says Jeff Tuerff, Vice President of Marketing for Curb Records. The independent label used GDP to service the hit single "Parking Lot Party" by Lee Brice to sports venue DJs at the start of the 2013 football season.

I have to think GDP deserves at least a sliver of the credit for some of the success Brice had with the single over the summer and continues to have.

Back to the press release:

Sports venue DJs use music in a variety of ways: pre-game, during player introductions, during timeouts and other stoppages in play, in support of promotions and as fans leave following a game. Music is also used in response to a call by an official (Call Response Use) or to excite the crowd prior to game-deciding plays (Situational Use). Music videos and movie clips are also used to entertain fans ...
"If a lyric speaks to something that just happened in a game, it will likely find its way through the multi-million dollar sound systems. Sports venue DJs are creative. They'll find countless ways to use music. They read the crowd. They move fast and based on what is happening on the field, court or ice, have fractions of a second to decide on the right song. It's full songs and snippets. In some cases fans will hear music from more than 75 different songs during a game. We should be proactive. Servicing music to sports venue DJs provides endless opportunities for labels to cost effectively put a song and artist in front of millions of music consumers," says Murphy [bold emphasis added] .

And Murphy has plans to work local radio stations into the promotion of this music.

The labels pay GDP to get songs placed. The venue receives and uses the music free of charge (though they pay licensing rights under blanket agreements with organizations such as ASCAP and BMI).

Murphy hopes to reach distribution agreements with the major record labels over the course of the next several months to a year.

It's important to note that GDP isn't the only music-related startup to marry the power of music with sports. Earlier this year, Pandora cut a deal with the Oakland Raiders to create Raider Nation Station.

You can make logical connections between GDP, Pandora and teams sun as the Raiders. GDP brings music from indie labels that might not be part of Pandora's catalog, gets it included not only on Pandora, but in-stadium during a Raiders game.

That's just a thought, but it illustrates something the astute players from a relative behemoth like Pandora to upstarts like GDP and Concert Window intimately understand. There's infinite power in music. And there's opportunity that extends way beyond royalty to monetize this opportunity for the benefit of the artist creator.

--Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is a columnist for TheStreet. Pendola makes frequent appearances on national television networks such as CNN and CNBC as well as TheStreet TV. Whenever possible, Pendola uses hockey, Springsteen or Southern California references in his work. He lives in Santa Monica.
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