ONLINE CASE Rock On
A small coastal New England town is home to a group of dedicated musicians who practice hard and play regularly to enthusiastic audiences. The band Rock On has been together for more than 10 years, has completed three successful tours around the United States, and has produced and distributed three CDs.
The group wants to become famous. They want to get on MTV and other shows with high visibility. They want to enter into a lucrative big-name recording contract. They want to be heard regularly on radio shows nationwide. They also want to tour again, but this time before large audiences with big name groups.
The band members are all pushing 30 and feel as though their time is running out. They are discouraged to constantly see bands of obviously lesser talent achieving the goals that they are after.
The group consists of Dave on vocals and rhythm guitar, Big Nate on lead guitar, Nomar on bass, and The Animal on drums. Most of the songs they play are originals. Unlike many other bands, they offer a wide range of music that greatly enhances audience appeal. With the exception of Big Nate, a full-time musician who performs solo and with another smaller group, all other band members hold full-time jobs on the outside.
Historically, the band has reinvested almost all of the money it has earned back into recording fees, CD production, equipment upgrades, radio, and benefit performances and travel.
The group recently used college interns as marketing/consulting agents. Those students made phone connections with radio station people nationwide and followed up on those calls with the mailing of press kits that included sample CD’s, posters of the band, biographical information, and a sample stack of press clippings. The student team also researched different aspects of the music business in search of ways to help the band achieve it goals.
The band plays in many venues between Portland, Maine, and New York City, including both the small towns and the larger cities such as Boston, Hartford, and New Haven. They are well known in Boston and well-networked throughout the entire region. They are often part of a show that includes two or three other bands. They use a combination of booking agents and direct selling to club owners to get gigs.
Most agree that they are a great band of great people who play great music. All of their press releases and reviews are excellent.
They seem to be doing all of the right things but have yet to achieve their goals.
QUESTIONS
1. What specific communication techniques from the text should this group begin to incorporate into their activities, both on and off stage?
2. Effective communication with the right people could lead this group to the achievement of its goals. Once these meetings and opportunities are established, how would you recommend that the group proceed?
3. What forms of nonverbal communication should this group incorporate into its efforts to achieve success