I met Chuck Whiting a few years back. I needed a publicist to help me
develop my media presence. As he began working with me, he also began to point
me in the direction of a much broader understanding of my craft. To be honest,
he is the very reason for these weekly blogs I write. He helped me get involved
in some of the “writers rounds” that he hosts in Nashville. And in the end, he
has become one of those treasured friends we all hope to meet at some point in
our lives. His honesty and integrity have been invaluable to me. From my own
perspective, if you happen to be a songwriter or a novelist, you should know
Chuck.
Originally, I was going
to write a self -penned blog about Chuck. But as I began putting the thing
together in my mind, I decided that he would be the better man to explain
himself. I have provided the questions. Chuck has provided the answers. Once
again, if you happen to be an artist that needs someone honest and talented,
this is your guy. However, if you prefer to take a chance on a squirrel in a
fine suit and a fancy car, I believe I have that guy’s number as well,
unfortunately.
Chuck Whiting Chuck (right) with hit songwriters Pete and Pat Luboff
1. What brought you to Nashville?
I visited Nashville as an 11-year-old with a keen interest in music
and newspapers. We were on vacation, and my sister, Sharri, worked for The
Tennessean as a lifestyles reporter. Later, as my journalism/PR and songwriting
careers developed, I began to dream of moving to Music City. My dream came true
when Opryland hired me as a PR Representative for the Opryland Hotel.
2. Expound on your past experience.
I've been reading newspapers since childhood, even starting my own
neighborhood newspaper and writing letters to the editor for my hometown
newspaper, The Mobile Press Register. Other times, I was banging out original
songs and instrumentals on the family's upright piano (competing with my
brother, who was five years older).
Slowly, I began to migrate toward Nashville. I spent five years
earning bachelor's and master's degrees in Communication at the University of
Alabama in Tuscaloosa, then another year earning a bachelor's in music at UAB
in Birmingham. In between, I had the opportunity to write for The Birmingham
News and The Mobile Press Register, and run a songwriters night called the
Upper Room. When I was offered a job at Opryland, I was ecstatic. I spent seven
years there, working with Grand Ole Opry stars, tourists, conventioneers, and
broadcasters from around the world. I founded Music City Arts Network (formerly
Whiting Publicity and Promotions) on Music Row in 1993. Over the years, I've
had the opportunity to work with a wide range of musicians, songwriters,
authors, playwrights, actors, speakers, and visual artists. I've also been able
to publish "The Littlest Star" book and CD, create an online
newspaper called Music City Arts Update, and run a monthly songwriters night
called "Tunesmithing." During my career, I've done just about
everything you can do in PR and music.
3. What does a publicist do or offer for an artist?
The definition of a publicist has changed substantially during the
past 10 to 15 years because of the Digital Revolution. Our role is to garner
local, regional, national and international exposure for artists. In the early
days of my business, that included developing a game plan, writing and
distributing press releases, creating press kits, and setting up radio and
television appearances. Today, a publicist does those things and much more. Our
24/7 work routine has grown to include the writing, development, and posting of
press releases, blog articles, e-newsletters, videos, still photos, and
"tweets" on a host of online media platforms. The digital age has
allowed us to become publishers. Now we can share creative information with
mass audiences around the world instantaneously. But to be successful and well
managed, we have to be multi-taskers who can write copy for a host of online
media platforms (in all lengths), edit what we write, speak at events, create
podcasts, produce and write scripts for videos, "Tweet",
develop/manage websites, publish books, publish music, produce audio
recordings, develop events, and handle digital ad campaigns. A PR professional
has to keep up with and master the latest tools and platforms in the
fast-changing digital world.
4. You not only work with musicians and songwriters. You also work
with authors as well as businesses is this correct?
I'm an "arts" publicist, which makes me a little different
than the publicists on Music Row. Like them, I handle publicity for recording
artists, songwriters, and musicians. But I also help build exposure for other
kinds of artists, including authors, playwrights, actors, and visual artists.
I've also had the opportunity to work with entrepreneurs in entertainment,
tourism, real estate, and media. I have a passionate interest in all aspects of
the arts, and I love helping people succeed from every creative walk of life.
My own personal involvement in all of those things helps me understand the
challenges that other professionals face. Launching a career or new business isn't
easy. It takes creativity, determination, know-how, and a positive attitude.
It's also important to point out that there are a lot of artists out there who
are similar to me. Look at some of the wonderful artists I've had the privilege
to work with. Laura Powers is a successful songwriter, recording artist, visual
artist, and jewelry designer. Rand Bishop is an award-winning songwriter and
author. Valerie Connelly is a recording artist, songwriter, author, and visual
artist who recently staged a Broadway-style musical. Scott Coner is a brilliant
singer, songwriter, writer, and author. For many of us, our creativity and
career goals aren't limited to one talent area, although that's just fine. We
have a number of talents that need to be shared to help change lives. There's
also community cross-pollination -- a really wonderful thing. Artists are able
to collaborate with each other to help change the world.
Chuck with visual artists (L-R) Gail McDaniel, Alan LeQuire, and artist manager Ken McDaniel
Chuck with The Saucy Sisters
5. Where do you see the market headed in the near future?
This is hard to answer because a new invention could come out of
nowhere at any moment. As I mentioned before, the way we communicate has
dramatically changed because of the Digital Revolution. Those changes go far
beyond the process of communication itself. Many music listeners, especially in
the Y and Z generations, download music tracks from the Internet. Although the
CD is still holding its own (for now), reduced sales have had a marked impact
on the recording industry. Add file sharing or piracy to the equation, and you
begin to understand why we now have only three major record labels. Online
retailers have been reluctant to pay sufficient royalties for music downloads,
which has led to numerous lawsuits. Still, there are many positive signs that
the recording industry will survive. It's important to study sales and
marketing trends to determine what people want. As a songwriter/composer, I've
come to realize that following the traditional route to land hit songs isn't
always practical. It's easy to waste a lot of time and money. In some cases,
larger companies are hiring songwriters on a work-for-hire basis (a development
that's left some highly successful songwriters in tears). One has to think
outside the box these days. Build exposure for your career, songs or art by
using all of the major digital platforms available. This will increase your
chances to be seen or heard. Keep in mind that social media platforms like
Facebook, Twitter, Linked In and Instagram attract different audiences, but the
major media have embraced all four. Don't put all of your eggs into one basket.
I'd encourage songwriters and artists to include film, television, and
advertising in their career strategies. Also, think of ways to collaborate with
other artists of all kinds for products and events such as exhibitions and
fundraisers.
6. What would you like most to share with others that are entering
into the business of music as well as other forms of expression/art?
Thousands of artists have come to Nashville, but only a select few are
able to make a living on their talents. Only 1 percent of songwriters have ever
made a penny on their songs. I know this sounds a bit depressing, but it's
reality. Not all of us are meant to be stars, but all of us can change lives
with our talents. Some of us are meant to be big fishes in small ponds, while
others take on much bigger national or international roles. Still others of us
have the opportunity to help artists succeed.
First, you need to discover what your talents are. I've met a lot of
artists who thought they had a great singing voice, but their real talent was
the writing, or perhaps a music-related trade such as managing, producing,
engineering or training. Don't just depend on members of your family who tell
you again and again that you have the goods to be a big star. They love you, so
they are going to say those things. It might be true, but consult with the pros
to be sure.
Second, you need to get your chops up. That might mean moving to
Nashville, or it might not. In Nashville, we have access to a vibrant arts
community, performance opportunities, recording studios, organizations, and
major media, but you need to be ready before you move here. Visit first to
learn the lay of the land. Then let your initial feedback resonate. Study the
craft of whatever it is you want to pursue. Join organizations, attend
festivals, and take online courses and/or a few classes in a school or college.
Observe the pros, and take advantage of performance opportunities. It's good to
have another career option to fall back on or to help fund your efforts.
Third, develop a thick skin and say thanks (even when you're hurting).
If you truly believe in your talents (and truly have them), then nothing is
going to stop you from succeeding at some level. Weigh a healthy ego with
confidence and a good attitude. Be willing to listen and learn. Don't let
initial failures get you down, although that's human. Build a group of fellow
artists around you for friendship and support. Always thank the person who offered
advice, even when you disagree with his or her evaluation, direction and tone.
Fourth, don't allow your emotions to lead you into bad decisions. I
learned a hard lesson when I signed a book distribution deal without reading
the fine print (or letting an attorney do that for me). I ended up paying
through the nose, with most of my profits going to the other company. I know an
artist who signed away the publishing to his entire catalog of songs without a
reversion clause. There are a lot of horror stories, and you don't want to be
in one. There are great, professional, honest people in the music industry. But
there are also unscrupulous imposters who will smile broadly while taking your
last dime.
Fifth, have a great time. If your main goal is to make money, then you
may not want to do this. The odds are already stacked against you. We write and
play music (or create art) because we have to. It's part of who we are... our
heart and soul is expressing art. We are drawn to others like ourselves. Build
community, laugh loudly, help others, write passionately, and play often. Only
a few people get this opportunity.
7. Any truly bright points in your career thus far that you would like
to share?
This answer is probably more general, but one of the greatest rewards
for me is seeing artists' dreams come true. I've also established strong
friendships with many of the clients I've worked for. I sum all this up to say
that I love what I do and appreciate fellow artists putting their trust in me
over the years. As a publicist, author, songwriter, and educator, I'm always
learning something new, while playing creative roles that have an impact on the
lives of others. It's always an adventure... sometimes good and sometimes
disappointing (when we don't get the results we expected). But that's life. I
have less hair these days, but I also have a few laugh lines.
8. How can an artist contact
you?
Artists are always welcome to touch base. Please visit my arts blog
(Music City Arts Update) to see what my clients are doing and what's happening
arts-wise in Nashville. They also can follow/like Music City Arts Network at
Twitter (@MusicCityArts) and Facebook (MusicCityArts).
