Alright – so today we’ve got the honor of introducing you to Randy Sadd. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Randy , thanks for joining us today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?
I have always had an entrepreneurial mindset, so it seemed like a natural progression when I started my own company, Protocol Entertainment. My first client was Atlanta artist Shawn Mullins, who at the time was a local favorite at smaller venues and clubs. Shawn and I were friends so we decided to grab lunch one afternoon. I had just recently left the record label I was working at and had decided to start my own Promotion and Marketing company. And as it turns out Shawn had just finished recording his album and was in need of a promoter to push it out there.
After lunch, we went to my car so Shawn could play me his new song. He pushed in the CD and “Lullaby” came on, and I couldn’t believe what I was listening to. I kept looking straight ahead and after the first chorus I slightly turned toward Shawn, who was just casually hanging out in the passenger seat with his hat on backwards and sunglasses on. I remember thinking here’s a guy that’s been playing coffee houses for most of his career, and he has no idea the impact this song is about to have!
A short time after that, 99X’s Leslie Fram and Steve Craig in Atlanta led the way as the first radio station to start playing the single. Soon there were other stations from around the country that followed with airplay as the reaction was immediate. Shawn began receiving offers right away from every major Record Label in the Industry, soon signing with Columbia Records. “Lullaby” went on to became one of the most requested chart-topping songs in the country.
That experience set Protocol Entertainment in motion and I soon had the privilege of working with other unsigned artists who went on to success, such as Jennifer Nettles, The Marvelous 3, Fozzy, Rehab, Parmalee, and more.
Randy , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I grew up in East Cobb and attended Walton High School in the early 80s. During that time, it was a booming era for music with the launch of MTV and Live Aid, and great local area bands like The B52s, REM, and The Producers. My career in music soon got its first glimpse when I attended the University of Georgia in Athens. On a whim, a friend and I started booking bands for local Parties and Events. We had ZERO idea what we were doing, but Athens was an iconic music town, and we wanted to be part of it. We created a list of Atlanta and Athens artists, which happened to include the bands Mr. Crowes Garden and Marching Two Step. Little did we ever think those two bands would go on to hit it big – The Black Crowes and Collective Soul.
After watching that happen, I was hooked. Upon graduating, I eventually landed at a small Indie Label in Kennesaw, GA, called Ichiban Records. I began in the warehouse, where I was shipping out packages for the first half of the day, and the other half, I was making calls to college radio stations, pitching our blues artists for airplay. The label quickly began to grow, and I was fortunate to work my way up to Vice President, spearheading a wide range of radio campaigns for such platinum artists as 95 South “Whoot There It Is,” Deadeye Dick “New Age Girl,” and MC Breed & 2 Pac “Gotta Get Mine”. Overall, Ichiban had a terrific staff and a wide-ranging roster of amazing artists, including Curtis Mayfield, Lil Jon, Ben E King, Drivin n Cryin, Ashford & Simpson, The Fleshtones, Francine Reed, Chuck D, Five Eight, Clarence Carter, Phunk Junkeez, Dash Rip Rock, and more.
After leaving Ichiban and starting Protocol Entertainment, I eventually spearheaded the first radio campaign for Fozzy which features Chris Jericho and Rich Ward. Back then, it was just myself, along with manager Mark Willis, doing the heavy lifting. Mark eventually asked me to join the management team, and the band now has a full staff, achieving Seven Top 10 singles as well as a Gold Single for “Judas.” I ventured further into the Management arena, taking on clients such as The Outfield singer Tony Lewis, PYLETRIBE featuring Hall of Fame Lynyrd Skynyrd drummer Artimus Pyle and son Chris, Keni Thomas (‘Sweet Home Alabama’ Movie), Hero The Band, and most recently The Guardians of the Jukebox featuring guitarist Rich Ward, which have become one of the hottest live bands around.
Another area I’m very excited about is as the Promotion Director for Atlanta’s Madison Records. Madison is the home to one of the top Recording Studios in Atlanta, which features the world-famous Mixing Console used by Brendon O’Brien for such artists as Bruce Springsteen, Pearl Jam, Train, Stone Temple Pilots, Incubus, Rage Against The Machine, etc. Along with Madison Producers Tanner Hendon and Wyatt Oates, the label has been able to create a special roster of Up & Coming artists in addition to high-profile established artists.
Can you share a story from your journey that illustrates your resilience?
Having been involved with numerous artists and songs over the years, you develop an instinct for effective and creative decision making, along with a tough resiliency. If you don’t, you will not survive in this industry. Yes, overnight successes can happen, but they are typically years in the making. So you have to be resilient, you have to be passionate, and get in the trenches and create your opportunities to be successful.
No band defines this work ethic and resiliency more than Fozzy, who just celebrated their 25th year Anniversary. What started out as a simple side project between frontman superstar Chris Jericho and renowned guitar genius Rich Ward, steadily became one of the most successful bands today on current Rock Radio. Having the privilege of being part of the management team, I saw first-hand how the band paid their dues with years of endless touring and recording, always pushing the boundaries both sonically and artistically. From performing three shows across America in one day, to filming a music video on one of the fastest hair raising roller coasters in the world, Fozzy’s innovation and persistence resulted in achieving Six Top 10 Radio singles including a Gold single, over 150 Million digital streams, and performing at London’s Wembley Stadium, twice.
What’s been the most effective strategy for growing your clientele?
Like any business, clients are attracted to reputation and proven success. I remember going on my first industry job interview and was asked “Who do you know and what have you done?”. The answer was zero to both questions. I knew right then that I had to build a strong network of contacts and create a successful track record in order to grow a client base. Or I wasn’t going to make it in this business.
At first glance, the music industry seems easy to navigate, but you quickly learn how extremely tough and competitive it is with no clearly defined road map. It’s an ever-changing landscape with varied trajectories, which means a successful strategy may work for one artist but not work for the next. You quickly learn that you have to peel back the layers to truly comprehend the overall picture and customize your strategy for each artist. So, the hard work and trust with your client will result in a reputation that will create opportunities for future clients.
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