Marketing

[Tony Cano]

Hi Dennis -

Big fan of yours from when you first came on the scene. Always connected with your work.

I've noticed you've really polished and refined your work end to end. By this I mean you've manage to take "Dennis Ferrer" as a product and maximized the return on each and every project. For example, "Hey Hey" came on the scene in Q3, 2009, released in Feb. 2010, remixed in May 2010. Hey Hey considered by many the track of Winter Music Conf. is still growing in popularity in July 2010. Given the shelf life of music today, very few people can produce these results.

Two questions: Is this a marketing plan that is guided by the label, you, or as a result of your success? There is a big buzz growing on your next project, how do you sit on it? Is the timing for it's release dependant on when Hey Hey reaches it's maximum potential?

t

[dennis f]

.... Is this a marketing plan that is guided by the label, you, or as a result of your success? There is a big buzz growing on your next project, how do you sit on it? Is the timing for it's release dependant on when Hey Hey reaches it's maximum potential?

Everything is loosely planned for timing. You figure out what's going on in your market at the current moment, figure out what's lacking or what's not and figure out where does your track fit in. The same thing applies to one's profile.

I can sit on particular projects because i prefer the grass roots word of mouth. This is where I come from so I have no qualms with letting things simmer. When it's commercially released I get a nice boost. I also don't make the classic mistake of having 12 releases a year each project killing the next. You gotta let records breathe, build momentum. You also can't over saturate the market with your name...lest you become ho hum. Just because your dj friends, producers/peers are over your record doesn't mean the average joe/jill is. This is where the majority of people go wrong IMHO. I'm not in a rush to get anywhere. I do this because I love to but you also have to have some business sense. Release scheduling and profile scheduling is another art form one needs to learn to be successful in this business.

shelf life is another discussion entirely...but even in this market....a hot record stays hot and even when the market was great a crap record disappeared quickly. So I don't look too much into the shelf life theory.

df

[Tony Cano]

thank you for the reply. wishing you continued success.

t