Here’s a little treat! Manu Malik sat down with one of the Godfathers of this whole hip-hop in Canada thing and we’ve got the first look at the interview. Shouts to Ivan Berry for real for real…! Full interview under the hood!

IVAN BERRY INTERVIEW BY MANU MALIK

Manu: First, let me tell you that I truly appreciate everything that you’ve done for the music industry in Canada and the profound effect that being around you years ago has had on me.  Second, thanks for taking time out of your busy schedule to do this interview.

Ivan: Thanks dude, much appreciated. It was my pleasure to be working with you.

Manu: I know it’s been a minute since we’ve talked and, as is always the case, the music business continues to evolve at rapid pace.  A lot of people get left behind when there are big shifts in the way the music business functions but you’ve consistently been ahead of the curve.  What characteristics do you possess that allow you to continually stay a step ahead of the pack and how do you think these characteristics were developed at a time when starting an independent record label was not a common occurrence like it is today?

Ivan: Great question. For me, I have learned at a very early age to listen and to keep an extreme open mind towards shifting paradigms, technology, and other elements that affect our industry. It’s certainly not rocket science, I love music, I have always wanted what’s best for the artists, I listen to the consumer, I stay current with the times and most importantly, if I’m not enjoying myself, then there’s a fundamental problem.

Manu: Clearly, a large part of your success has been a function of the strategic decisions you’ve made and the partnerships that you’ve entered into.  Can you tell me what qualities you look for in the people and companies that you decide to enter into business relationships with and have the qualities you look for changed over the years?

Ivan: I have NEVER done business for the sake of making money, or I would have moved to the US already. I believe in Canadian talent and I have dedicated my life to developing Canadian talent. I do business with people that share the same vision of me and my colleagues. I do business with honest people. I do business with creative people that dedicate their lives to the cause and that push themselves to the ultimate limit, for this way success is guaranteed. I do business with people that I can learn from and people that inspire me, even if they’re less experienced than I am. I am always learning so I need people to help me keep current and who help keep the passion for Canadian world domination alive.

Manu: Let’s talk a bit about the global market for music and how critical it is for artists to understand how money is generated in the music business.  For example, an artist could put out an album (in digital and cd format) and let’s say that the sales of the album aren’t that great but one of the songs on the album gets placed in a film or tv show with an international target market where royalties are accrued in various markets around the world so that the artist as a brand gets a moderate amount of international exposure without having a smash hit single.  Do you think a music industry executive should still consider the album a success?

Ivan: In today entertainment industry, BRAND is the key to success. We are now blessed with MANY revenue streams, and selling music in any format just happens to be only one of those revenue streams. True creators of content can now enjoy the luxuries on earning money from music sales, touring, merchandising, brand partnerships, sponsorships, endorsements, TV, film, music publishing, books, movies, mobile phones and many other revenue streams. We have to embrace technology and listen to the consumer. We have to create and develop the content and the brand in various ways so accessibility and easy purchase transfer is possible. To answer your question, if an album sells 100 copies, but generated 1,000,000 free downloads and the brand earned 10,000,000 from these various revenue streams, then of course it’s a success, especially when you’re smart enough to share in all of the brand’s revenue streams (smile).

Manu: We’re in an era where there are so many revenue streams in the music industry even though cd sales are in a slump.  Once upon a time people said artists were selling out if they endorsed products but nowadays it would be naïve to not get involved with music video product placement and endorsement deals.  What do you think artists need to focus on to be in a position where companies want give them endorsement deals?

Ivan: Not every artist deserves an endorsement deal or could articulate one. However, if you can successfully help market and promote a particular brand and you have a large listening and viewing audience, then of course you should create brand partnerships and sponsorships. You have to be able to become the spokesperson of that brand, and it’s simple as that (or as hard as that).

Manu: Do you think that artists need to make brand development the focal point of their efforts in addition to making great music?  I ask this question because I believe that having great music is only the first step in turning an artist into a brand but I’ve often seen many extremely talented musicians stop once the music is made.  There almost seems to be an attitude that if an artist makes a great demo then they will instantly get signed to a record deal.  I’m at the point where I’ve realized that your brand and how much you know about how the music industry functions is your demo.  What do you think about this concept and the importance of artists focussing on turning themselves into a brand?

Ivan: In today’s industry, it is absolutely critical. Of course you should be a great artist with great songs and a great message. I still believe in the core fundamentals of the way the music business way, great songs and great music and great talents. However, because of the various revenue streams, you certainly have to understand your brand, no matter how limited it is. You have to nurture it, sell it and enforce it.

Manu: Do you think that artist development is still important or do you believe that the days of artist development are over given the decline of the market for physical product?

Ivan: For me, artists development is still a critical and fundamental part of success. I would never want to see brand marketing take over great creativity, so I still believe in great songs, great production and great talents. However, working hand in hand with brand partnership is a great thing.

Manu: What does an artist looking for management or producer looking to place their beats need to have accomplished before they approach you to get involved with their career?

Ivan: An artist has to have greatness, has to be a star that lights up the room. An artist has to have that power to lure people into their world. An artist has to be talented as a vocalist, a songwriter and have such a presence that it become a brand.

As for a producer and/or songwriter, this one is simple. A HIT IS A HIT, IS A HIT, IS A HIT.

Manu Malik is an MC and producer who lives in Ottawa, Canada.  You can contact Manu at manu_malik_2000@yahoo.ca.  Manu’s debut album “Hooks & Bars”, which features 17 beats from legendary Toronto producer LA LUV, is available on iTunes.