Editor's Note: Brian Penick of local music promotions company The Counter Rhythm Group is guest blogging for CityBeat monthly to provide a behind-the-scenes look at his journey to release his interactive industry guidebook, Musicians’ Desk Reference.It has been killing me to remain so broad and vague this entire time about what exactly me and my staff have been working on, and while I will attempt to be slightly more specific this time around, I am afraid that you will inevitably be strung along for yet another 30-day span, inching closer to the release this Fall. If you have been reading these entries (or know me personally), you know I am a musician, and that I have experience touring and working in the music industry for about half of my life. While I do not necessarily claim to be an expert (I believe it requires an extreme longevity with multiple facets of success and even some failure to be given that label), I can tell you that I have an understanding of how the working elements of this business function, and that I have been able to make a career as both a performer and a servicing agent. That being said, my passion (and I do consider myself a passionate person), has become helping others to succeed in this industry through sharing my experiences and knowledge. While competition certainly has its place and can keep you sharp, ultimately we are all in this together, trying to reach a common goal of finding success. The more we work together the better the potential is for any one of us to achieve these goals. I truly believe Musicians’ Desk Reference is the next step in the evolutionary process to bind us together as a musical community. My overall intention with this project is to level the playing field as much as possible, everywhere from general theories of advancement to the specified documentation that an artist will actually work with. At the end of the day, we hope to unveil the unknown variables that musicians will face and provide the tools and the understanding and put the focus on what matters most: your music. How do you know if Musisicans’ Desk Reference is something for you? The eBook encompasses several distinct areas of the music business, ranging from the inner workings of just starting out as a musician, down the necessary paths of recording, promoting, touring and eventually building a team of industry professionals to work for you. These topics are based on my own personal experiences as a musician and with operating The Counter Rhythm Group (my music industry promotions company), in addition to many conversations with musicians over time about what topics they are most curious about. Not surprisingly, many of the requests were in the same categories, so in the end the subject matter was not too difficult to choose from. It is an exciting time for sure, as we are literally in the last two weeks of content creation, working right along schedule with our team of professionals we have amassed to help make the dream a become a reality.  Looking ahead into the near future, I am excited to announce that we will be conducting some closed focus groups for the content, eventually leading into beta testing a full working version. All preparation is leading up to the release of the final product this Fall, and while I cannot give out too many specifics (sorry!), I can say that it will be a series of events not to be missed.  I apologize if the bulk of these blogs seem to relate more to the backstory and the generalities of the book rather than the specific content and the process behind the final product, but that is unfortunately the direction that it must take for now. While I have been hit with a wave of positivity from musicians familiar with the project, it is very clear that more explanation is required as to offer insight as to what we are actually doing over here. The process, as that of many servicing professionals, can often feel like a variety of desk jobs that exist in the world, with the obvious exception of working with fantastic clients and the ability to go to shows, travel and be among others with similar interests that are typically awesome. In all honesty, I sit at a desk and work on several computers, monitors and devices, working with my team to create, verify and edit content, hour after hour. It is nothing but work, work, work around here (especially lately), and I would not have it any other way.

Editor's Note: Brian Penick of local music promotions company The Counter Rhythm Group is guest blogging for CityBeat monthly to provide a behind-the-scenes look at his journey to release his interactive industry guidebook, Musicians’ Desk Reference. Read Penick's first three blogs here.I am not sure where I originally heard it, but the statement about how an idea "is the most contagious thing in the world” has really been resonating with me this past month. It is amazing to take a step back from most things in the world and realize that they all started with an initial concept that grew through some evolutionary process. Probably not the way you would expect me to start a blog entry, but you have to understand this to know where this entire microcosm of Musicians’ Desk Reference has come from to consider where we are hoping to take it.All of this started with an idea, something that had been bubbling up in my sub-conscience for over a decade, since I first started touring in bands. The business side of the music industry had always fascinated me, if only to simply question “why” and “how” the process worked for artists finding success. I knew that there had to be a great deal of factors behind this and that there isn’t really one true answer, but it was still enough to start me on a quest to find out whatever I could. Quite a task for someone barely old enough to drive, but, still, I knew that it was something worth investigating.I have no shame in seeking the truth. I would ask anyone that I had met along the way, from bands to promoters and bar staff to industry professionals … if I could steal someone for a 30-second conversation, they would be hit with as many questions as I could get in. This always comes to a peak at any sort of festival/conference event when I am on the hunt for individuals that I know will be in attendance. The fangs come out and the hunt is on. I’ve been able to leverage some tours and significant milestones out for some of my projects, most notably at this year’s South by Southwest conference. This soon turned to me attempting to give back to the music community, offering advice to anyone that asked for it. Casual conversations at shows over drinks eventually led to me wonder if I could do something similar for a living. Several months and numerous drafts of a business plan later, I was on my way, always intending on helping the greatest number of artists as I possibly could. Here we are now, several years into the (initial phase of the) process, and the idea has certainly become infectious. What started as me wishfully thinking in the back of vans and busses that were buzzing across the land has started to take shape in a way that I would have never imagined. While there are many things that are happening behind closed doors and cannot be disclosed (this document would have more redacted text than not were I to reveal many of the details), I can tell you that this idea has grown into more than a book and more than a batch of information. Our team has now tripled in size and the partnerships with third parties are growing by the month. The end result is going to be something that will even impress me, which is important to note because I am probably the harshest critic of them all.I have had a vision for this project throughout the course of all of this. While I have been flexible at times, the integrity of Musicians’ Desk Reference is one thing that I am not willing to compromise. I am treating this as if it were a band trying to advance on its own through the music industry, gaining organic support along the way through due diligence and hard work. I am so proud of how far we have come. As we prepare to build the final version with a team of engineers over these next couple weeks, the anticipation builds like a child’s on Christmas morning — except we want to give rather than receive.It has been slightly unnerving while building Musicians’ Desk Reference, knowing that it will inevitably be released to the world and run through the gauntlet of reviewers and critics, but in the end it should be known that we are here to help. Others may be creating a process, but we are trying to set a standard; a precedent that the industry can work from to give everyone an equal opportunity. Call us crazy, but this is a mantra that we use on a daily basis.I know this may not all make sense and seem broad from an outside perspective, but, trust us, it will make sense as we delve further into the specifics. More clear details will emerge as our release date at this year’s Midpoint Music Festival (Sept. 26-28) approaches. Just know we are working hard with good intentions.

I feel like an entire calendar year has passed since my last blog entry. The thought of "how much time has passed this year" is instantly canceled out by the perplexing conclusion of that it's really only April. This year has been one long workweek for me and I honestly would not have it any other way. The main focus of these past few weeks has been the preparation and actual duration of South by Southwest (SXSW), the largest music festival/conference in the USA. This event is best described as organized chaos, with almost 2,000 bands performing showcases on 80 or so stages with about 500,000 running around a small downtown setting in the evening. This does not include the 2,000 or so “unofficial” artists that come to play free events during the day, basically creating a microcosm for a week that involves live music, networking, workshops, cheap beer and even cheaper tacos. Most people have a love hate relationship with it, yet still return each year for the spectacle. This year was very unique experience for myself, not only because I was not preforming (I did for 3-years in a row and last year came down just with The Counter Rhythm Group), but for the fact that my main focus was not necessarily on music/artists (crazy, right?). This year, rather, I was down to unveil Musicians’ Desk Reference to a select few individuals that are considered important in the music industry (and rightfully so, I might add). These meetings were strategically in place for equal parts discussion, pre-endorsement and even some initial shock value. I cannot describe to you the feeling of anxiety and pride you have when presenting something to the world that almost no one has seen. A blogger that is way more full of themselves may describe it as close to bringing a new life into the world, but I'm definitely not that guy. Still, it is pretty amazing indeed. For any music fans out there, Haim and Alpine were definitely my highlights this year. While I cannot technically say whom/what companies I met with down at the festival (legal blah blah blah), I can say that they are significant entities designed to help musicians in this ever-changing industry and all of the meetings went extremely well, even vastly exceeding my expectations at times. The overall week went better than I had hoped and there are definitely some tricks up my sleeve for the release of Musicians’ Desk Reference this fall. The actual informal networking at SXSW is what absolutely amazes me. My job (in addition to Izzi Krombholz’s, employee extraordinaire) was to literally go hang out with other people in the music business, dip in and see a few songs of a set and then find a quiet corner to have a drink and talk shop about what both parties do and how they could potentially help each other in the industry. Maybe my next written venture should be titled, “How to Network at SXSW: Drink, Talk, Drink, Talk, Drink, Drink, 15-minute Nap, Tacos, Talk and Drink.” I see a fruitful career move here. By now you’re asking, “Why has he spent the entire duration of this blog yapping about SXSW?” Because this single week has such a large impact on the music industry, if you are a fan that has the slightest interest in music culture you should be paying attention. This organized chaos dictates what you are going to read about in music magazines and blogs for months to come, what videos you’ll see go viral, the secondary headliners that you’ll pay hundreds to see at music festivals, the fashion trends for the summer and fall, the soundtracks to the latest electronic commercials featuring artists that win all of the awards and your annoying “mainstream/generic” friends are going to be bugging you about next year. My favorite part of SXSW is not the festival itself, but its sound waves that echo year-round in music venues like The Comet and Mayday and mid-sized festivals such as Midpoint and Bunbury. If you are not one of the individuals willing to pay hundreds (or thousands) of dollars to make the musical exodus, I strongly encourage you to exhaust the minimal amount of research required to see if the bands playing in venues around town have made the trek to perform at such an elite event. If so, consider it a stamp of approval by the music industry and, most importantly, give these bands a chance when they come to you. I often hear chatter from people wishing that they could go be a part of the festivities and see these “unforgettable performances” from “groundbreaking artists” in “intimate venues,” yet they have no clue that their chances of seeing that same scenario in a city like ours (often times for FREE) is extremely high and is tirelessly being written about week after week by poor Mr. Breen and Mr. Baker. Open your eyes and ears people; you’ll probably be glad you did. Sorry for the rant, but I do feel it was necessary. Next month I promise to write more about the book, as we have some major updates taking place, in addition to having what we hope to be 99% completed prototype in our hands. Exciting times for sure! But for now, go appreciate some awesome live music (April is the busiest touring month of the year due to post-SXSW tours) and have some fun for me … I will not see the light day for several weeks to come. Send help and some Thai Express if I don’t turn in my next blog on time next month.Brian Penick of local music promotions company The Counter Rhythm Group is guest blogging for CityBeat monthly to provide a behind-the-scenes look at his journey to release his interactive industry guidebook, Musicians' Desk Reference