In the
entertainment industry, it’s not uncommon for those of us who have started our
own companies, from the ground up, to wear multiple hats. The initial stages of owning and operating
any type of Production Company, whether it’s music or film, can throw someone
for a loop if they’re not versed in the art of business negotiation and how to
make the best deals for themselves and those they represent. I recently got the chance to interview the
established music producer Dennis “D.LAMAR” Martin of Atlanta, Georgia to find
out how he deals with deal making, negotiations and keeping up good
relationships in a not so friendly industry.
 |
| D.LAMAR |
D.LAMAR is
the son of June Pace-Martin, a member of one of Gospel Music’s most influential
groups, The Anointed Pace Sisters, and Pastor Dennis Martin Sr. One could
definitely say that D.LAMAR was born into the entertainment industry, cut his
teeth on many musical instruments and even earned his “acting chops” in the
2003 film “
Fighting Temptations” starring Beyoncé and Cuba Gooding Jr. He’s
produced hits with the industry megastar Teddy Riley and is currently expanding
his own production company, Madison Music Group, LLC (which is named after his
daughter Madison), to include more artists and increased artist representation.
SBE: Tell us
about your company and any type of negotiations that you've had to make in
order to get things accomplished?
D.LAMAR: My
company Madison Music Group, LLC, is a Record Label based out of Atlanta,
Georgia. I've had to negotiate distribution deals, radio airplay, artist
and producer contracts and the list goes on. It's a constant grind and
major everyday hustle! Negotiation is most important when owning any business
but especially a record label. To ensure your company, and team’s, success you
must negotiate with people that are already where you're trying to go and be
willing to take help but make sure you're benefiting in the process.
SBE: Have you
had instances where you have run into people who didn't "play fair"
or who practiced "dirty tricks"?
D.LAMAR: I've
had many relationships with Artist, Producers, and Label Executives that went
sour because of bad business. If we can't negotiate and come to a mutual
agreement, then there's no need for us to do business any longer. There comes a
time when you have to know how to separate personal from business! If you don't
make a separation between the two then your business will never be successful.
So, in my experience with these kinds of individuals and situations the outcome
has been a complete cutoff to all business endeavors with that individual
and/or company.
SBE: Have you
ever had a situation arise where you were close to the person you were
conducting business with and things didn't go as planned? If so, how did
you separate the relationship that you had with the individual from the problem
at hand in order to come to a mutual agreement and still keep the relationship
in tact?
D.LAMAR: It's
HARD doing business with people you've known for a long time because they feel
entitled to a "hook up" or "discount" or a
"freebie". I have had that problem several times and I had to wear my
CEO hat, instead of the personal role, and in some cases, the relationship
ended completely. I had to understand
that this is a business and if we can't govern ourselves accordingly then
there's no need to even have a business. So be it a family member, a friend or whoever,
if we can't do "Business" then we just need to keep it personal and
leave business alone.
SBE: Would you
say that you "drive a hard bargain" or that you are easy to deal with
in terms of negotiations?
D.LAMAR: I'm
very easy to negotiate with, just as long as the person I'm negotiating with is
fair and reasonable. After all the purpose for starting your own business is to
make a profit. So both parties have that agenda in mind when entering a
negotiation. If we can see eye to eye and come to a common ground, I'm very
easy to work with.
SBE: How do
you handle deal making to insure that all parties benefit from the outcome?
D.LAMAR: I
take a close look at what both parties have to offer. For instance, if I owned
a candy production company and I need to get my candy to the public I would find
a store that sold candy. The problem is a lot of stores sell candy, so what I
would do is find a storeowner that doesn't sell candy and make my item an
exclusive item at their store. That way if anyone wants candies at that store
then my product is the only one being sold. So I'm bringing exclusive sales to
the candy store along with a sales percentage. That's just an example of how
you can make a partnership be beneficial to both parties.
SBE: What is
it like working with Entertainment Industry greats like Teddy Riley?
 |
| Teddy Riley and D.LAMAR |
D.LAMAR: It
was an opportunity of a lifetime! Not everyone is as fortunate as I am to work
with people such as Teddy Riley and various other Major Artist and Music
Producers. I have learned so much from Teddy Riley on the business side of
music and entertainment as well as pointers and advice on my production. God
has truly favored me and I don't take any of my blessings for granted!
SBE: What is
next for MMG?
 |
| MMG Artist LeLe Patrice |
D.LAMAR: The
next thing on the agenda for Madison Music Group MMG is dropping our first
artist LeLe Patrice’s single "I Love You". We haven't set a
release date yet but be on the look out for it really soon. We're also looking
for artist and music producers that want to be apart of MMG. We are a family at
Madison Music Group and we want to see other people that have the drive and
energy like us be successful!
D.LAMAR and
the rest of the Madison Music Group are definitely on the rise! There is
currently a fundraiser on "
GoFund Me" to help support the expansion of MMG where they’re
seeking real music lovers who are willing to donate to the label to help them
keep REAL MUSIC alive! This is the legacy that D. LAMAR wants to leave behind
for his children, real music for real music lovers.
