Five Minutes with David Greenberg

Having recently just joined the AAPPAC Family, David Greenberg, Director of Marketing and Development at Music Works International took some time to share about his work and some fun facts about his life!

Image Courtesy of David Greenberg

A very warm welcome to the AAPPAC family! Could you tell us a little more about Music Works International and the work that you guys do?

Music Works International was founded by Katherine McVicker 2014, after 3 decades in the music industry as an agent developing the touring careers for dozens of artists such as Michael Brecker, Esperanza Spalding, Wayne Shorter, Dianne Reeves, and noted world music artists such as Ladysmith Black MambazoKatherine also launched the European touring career of Norah Jones in 2000 and worked with her until 2007 to develop her profile in Europe. MWI initially was created to be a boutique agency with an eye toward expanding opportunities for established artists on the roster as well as fostering the live performance careers of the next generation of jazz icons.

I started in the film industry and swerved through the music business with assorted jobs marketing music through my own production company, then a label, Rykodisc, a music website, iCAST.com, and finally at another booking and management agency based in Boston before Katherine pulled me into MWI. 

In a few months, MWI will be producing the first conference in Johannesburg, South Africa for a new initiative spearheaded by Katherine McVicker and our Development Minister, Alice Feldman, called Cultural Connections: Africa. CCA is an inter-African network of music, dance, and cultural arts professionals focused on collaboration and cultural exchange across the African continent and with other international partners. Katherine has seen a need for a network in Africa since she started booking shows there. We have also been told that it cannot be done, which is why it is exciting that we now have a group of over 30 professionals across the African continent.

What do you look for in the artistes you choose to represent?

We look for virtuosity, uniqueness, artists that complement our current roster. We prefer to work with artists who have a team in place – a manager, a publicist, a social media person, road manager. Because we work in a strategic manner, we favour artists who are focused on developing their careers, not just doing gigs.  We are best suited for artists who are already somewhat established or are building an audience compared to those who are just starting out.  We can do our best work for artists when we get them to collaborate on an action plan with us for career development.

Artists  have to also choose us. We’re not an agency for everyone. Katherine likes to create a plan for growth — not just have artists play a lot of concerts year after year. We discuss a strategy for management and the artist before they sign with us  and try to stick to it. What market makes the most sense, which venue in that market, and on.

What do you consider the most challenging part about putting together a tour for one of your artistes?

One of the most challenging issues is getting the artists and managers to accept our advice and knowledge of the markets and to accept the present financial realities of touring. The competition for shows is fierce as many artists derive most of their income from touring. Fees have gone down in a buyers market and tours are shorter. Artists have to accept fewer dates and/or lower fees if they want to continue to tour.  We also struggle to get managers and artists to understand that they need to partner with promoters to help support their concert dates with marketing and promotional activities if they want full venues. 

In your opinion, how has the music industry changed in the past 5 years?

The industry has changed dramatically in the last years since the record industry collapsed. Artists and managers have to take on more of the day-to-day minutiae that the labels did for them

On the other hand, there has never been a better time for getting your music heard by millions with just the push of a button. However, audiences are flooded with entertainment choices and . artists have to step up and be more responsible for doing their own self-promotion and nurturing audiences through social media. Audiences now expect and demand more personal content or connection to an artist.

The tiny paychecks handed out for millions of streams, on Spotify, Tidal, Apple Music, etc. do not pay the bills — at least not to the artists who are writing and performing the tracks. This has made it even more important for artists to get out there on the road and playing gigs for real money.

 What age do you wish you could permanently be and why?

I have been thinking about this recently, ever since I went to a high school reunion this fall. Every decade since has been filled with highs, lows, and disasters avoided. So I am guessing right now is a good age, which is more than 60 and less than the age of retirement. I am having too much fun. I am still in the music business while my high school friends who wished for musical stardom are surely nowhere close.

What game or movie universe would you most like to live in?

The first video I created for Rubber Rodeo was called How The West Was Won (HTWW) and we shot it in 1981 I believeThe band told me that the HTWW captured the Rubber Rodeo punk cowboy cartoony aesthetic.I would love to live there. Even in the trailer park, as well as the laundromat with the singing housewives. Especially the bar where we pulled in all our friends and my parents to populate the shined up and stylized cowboy bar of my imagination. As well, since my parents are gone, I would hope if I go back there I can hang with them for a few moments more.

Image Courtesy of David Greenberg

If you could choose any animal to be your permanent sidekick, what animal would it be?

Our dog Sadie. She is so loving and thoughtful — especially at 2 am in the morning when she has to go out to the bathroom. Instead of wetting the bed, she goes downstairs and barks. Also, I know if we go anywhere, she will make sure we are safe.