Terry Selders
SUSQUEHANNA ENTERTAINMENT – ON THE RISE!
Written by Gina Tutko-Usalis / May 2009
Catching up with Terry Selders is not an easy assignment. One bright sunshiny day at the end of March after making contact with him a month prior – I got to meet up with Terry for a little one on one. I am intrigued by the business aspect of the music scene so I decided I wanted to reach out to Terry to get some insight into the management aspect. So let’s take a little river ride into Susquehanna Entertainment with artist management and independent record company owner Terry Selders.
I must say I was experiencing that ‘girlish’ feeling of butterflies and nervousness. I was about to meet the Badlees Manager Terry Selders. OMG! Along with that notoriety, I have an array of friends in various capacities involved in the Central and Northeast music scene who hold him in the highest regard so that amplified my ambition of wanting to get acquainted with the man behind Susquehanna Entertainment.
I arrived at our meeting destination a bit early on purpose. I wanted to get myself organized and comfortable before he walked in the door. As I was sipping on my cappuccino and shuffling some papers … in walks this dapper, studious looking gentleman. He said, “Hi Gina? I’m Terry! Have you been here long? What are you drinking?” The tone of his voice and his friendliness almost instantly made me feel relaxed. He proceeded to get a drink and he joined me at our table. So let me share with you a little about Mr. Terry Selders -
Terry is a graduate of Mansfield University having majored in Music Business where he also played saxophone. After college, Terry moved to New York. He embarked on a position managing a recording studio. He was not enjoying the genre of music that the studio was involved with, learning quickly the importance of that factor and the role it plays. However, he was drawn to the business aspect and soaked in all the knowledge he was exposed to in that regard. Being fiercely independent and wanting to be his own boss, he started a production company but more experience was needed and that endeavor eventually failed. Terry credits Bassment Records for teaching him the A-Z aspects of the business. Bassment Records was involved with Latin Hip-Hop. They were a small company that hired Terry and cultivated him into becoming a right-hand man in the company. He continues to give utmost recognition to Bassment Records for all of the knowledge he gained in the music business. Being involved with artist management is a long building process that requires business prowess and organizational skills. A manager has to deep root themselves into many personal relationships. It is extensive and as the artist’s career develops the responsibilities grow.
Terry has had a few other positions of management outside of the music/entertainment business that were successful but he stated, “The victories were hollow – I felt like I was spinning my wheels because I was not doing what I wanted to do. If I am not involved with music there is no fulfillment, there is a void.
Anyone who knows anything about the local music scene can attest to being familiar with the name, “Terry Selders.” Very few bands in the area have ever achieved the level of being nationally known. Many of you will recall the “Badlees” with band members consisting of Bret Alexander (guitar), Pete Palladino (vocals), Jeff Feltenberger (guitar), Ron Simasek (drums) and Paul Smith (bass) along with hit songs from the album River Songs like “Fear of Falling” which reached #31 on US Mainstream Rock Charts and “Angeline Is Coming Home” which reached #20 on the US Mainstream Rock Chart, #28 on the US Adult Top 40 and #67 on Billboard’s Hot 100 – all while under the 10 year management of Mr. Selders –One Louder Management/Rite-Off Records. With the aid of Terry as their manager they were interviewed on numerous radio stations, local news and several local television specials all interested in this local band and their music.
The band sold approximately 12,000 albums in PA before they even got a record deal. The Badlees released 3 full length CDs on Rite-Off Records before being signed to Polydor/A&M Records. In the 1990’s the Badlees played on some of the biggest stages in the States and were also the only band from the West invited to play at the Qingdao Beer Festival in mainland China in 1994. They performed with major artists such as Bob Seger, Patty Griffin, The Allman Brothers, Robert Plant and Jimmy Page along with others. The Badlees – folk rock at its best – have to date released 6 full length albums between 1992 and 2002.
All of those achievements over that ten year period while Terry was managing (1990-2000) were a result of hard work and dedication from the members of the Badlees, Manager Terry Selders, the fans, behind the scene folks like co-writer Mike Naydock, Road Manager Scott Berger and Sound Technician Keith Barshinger, constant live shows and radio interviews. It was always a team effort! BTW- Keep an ear out for a NEW Badlees CD which looks like a 13 song record – the project is in the final stretch due out Spring/Summer 2009.
Terry also played a management role early on in the career of The Jellybricks. The group burst onto the scene in 1997 comprised of Larry Kennedy (guitar/vocals), Garrick Chow (bass guitar/vocals, Bryce Connor (guitar/vocals) and later Tom Kristich (drums/vocals). Within weeks, they found themselves sharing the stage with notable acts including Live, Goo Goo Dolls, and Fuel, and over the years have appeared with the likes of Barenaked Ladies and Fountains of Wayne. The Jellybricks continue to have a very successful career in music and Terry still plays a small role whenever there is a need that he can assist with.
At the end of the 1990’s, after a turn of events – Terry left the business for a brief amount of time to take care of family obligations but returned to launch his new label with The Central PA Christmas Compilationin 2004. The band Grantham Road grew out of that endeavor and was signed to management. The band included Flint Zeigler(vocals/guitar), Jason Shaffer(bass) and Steve Geyer(drums). Mr. Selders was living near the Susquehanna River working with many artists in Northeastern and Central Pennsylvania so naming his company Susquehanna Entertainment seemed quite appropriate. The Thursday After Work concert series was created in 2006 as a way to promote Grantham Road. Then there was a period of lapse again in 2007 due to a family emergency.
Re-emerging more solidified, Terry has invested his heart and soul into this artist management and independent record company. He re-entered management by signing the Giants Of Despair, which includes the Badlees Bret Alexander (guitar/vocals), X-Grantham Road Jason Shaffer (bass), X-Breaking Benjamin Jeremy Hummel (drums) and session player extraordinaire Nyke Van Wyk (violin) – a combined super talented group of professional musicians based in Central PA.
Along with that, Terry is also a contributing writer for Guitar Edge magazine and freelances for Cherry Lane and Hal Leonard music publishing companies.
Terry is currently managing another modern-rock band poised for national success named Pan.a.ce.a. They are an extremely talented group of musicians lead strongly by the vocals of Tim Farley, Kevin Harry (drums), Paul Young (guitar) and Matt Jaffin (bass). Having listened to their studio recordings and experienced their live show, Pan.a.ce.a is equally impressive in both settings. That is a quality that does not always hold true with all artists. I have heard Pan.a.ce.a in their electrifying full sound performance and also unplugged. I found it amazing how smooth the transition was and that Pan.a.ce.a can capture you no matter what genre you favor.
Their current CD was re-released on the Susquehanna Entertainment label February 17, 2009. All or Nothing can stand up to any current CD on the charts today with songs like “The Fool”- “The Blind Lead The Blind” – “Move On” and my personal favorite “Weigh Down.” Make it a point to grab yourself a copy or catch Pan.a.ce.a at a LIVE show – you will surely not be disappointed. Pan.a.ce.a is available for LIVE shows, interviews, in-store and in-studio performances by contacting their manager Terry Selders for arrangements. Pan.a.ce.a is currently in the recording studio at Saturation Acres with Bret Alexander who has worked with Pan.a.ce.a consistently on all of their studio recordings with their new release due out October 20th.
Terry agreed to engage me in a little Q&A to give folks some insight and/or guidance:
GINA: Is it essential to have a manager? When should a band seek one?
TERRY: At some point, yes it is essential to have a manager. Early on, if someone in the band is good with the business stuff, they can handle it. Or if they divide up the jobs, as long as it’s coordinated and everyone does their job. But this often doesn’t work well, and the band really should be concentrating on their music, so if they can find a manager early on, that’s the best thing. But it has to be the right manager!
The Badlees are a great example – as soon as they had their line-up solidified and realized they had something special, they contacted me, before they even made their first recording. I had gone to college with a couple of the guys and was working for a label/management company that was doing music I wasn’t into, so when they called, I decided to give it a shot.
Fuel is a different example. They were very focused – moved to the Harrisburg area and set their plans into motion. They hooked up with Media Five for bookings only and built a following in the local clubs. When they were ready to record an album, Media Five then took on management duties.
GINA: How does the process of committing to work for a band happen?
TERRY: I have to be excited about the music, and the band has to have something special to offer. The live show has to be there or the potential and they have their heads in the right place. They have to be truly committed to working hard, making this their career, doing whatever it takes, and are actually able to do everything they say they will do – and if they are down with my way of working and my plans, then it can work. After spending time with the music, seeing them live and talking several times on the phone, I meet with the guys (sometimes at a coffee shop, like I did with Pan.a.ce.a). If we’re all on the same page, we can get started.
GINA: The Manager duties seem a bit blurred, in particular when we are talking about booking agents, record labels, etc. – what should a band expect from a Manager? What specifically are your tasks?
TERRY: The manager oversees all aspects of the artist’s career to build the “brand identity” and achieve stated goals. There could be a label, publisher, promoters, publicists, booking agent, etc., plus all the touring aspects (merch, production, tour manager) and the image. The manager needs to see that all people involved are working together and on the same page, working toward the plans and goals.
GINA: When does obtaining an attorney come into play?
TERRY: A band, when they are serious, should have an attorney involved to help trademark their name. Sometimes that’s already been done before a manager is involved. In that case, they can often use the same attorney to represent them in the management negotiations.
GINA: Do you work with a contract?
TERRY: If it’s a full management deal, there is a contract. For a more loose arrangement, like with the Giants of Despair where I’m mostly just helping with bookings and some promotion, it’s not necessary.
GINA: Bands normally expect to find a manager available to work for around 20% of the money they make through their music related activity – is that a correct projection or are retainers a more realistic approach?
Terry: A manager who asks for a retainer sounds like bad news to me. 15% or 20% is the standard. Major bands might be able to negotiate a lower percentage.
GINA: What the biggest challenge of being an artist manager?
TERRY: Getting everything done. Dealing with the fact that when things go wrong, you get the blame whether it’s your fault or not.
GINA: How do you manage the fan base? Who oversees the websites or any other sort of media to make sure the band is represented properly and the fans are informed about events and new music?
TERRY: Again, the manager needs to see that the band is represented properly, but he can’t micro manage everything. There needs to be some people that can be counted on to handle these aspects of fan interaction. Band members usually do these themselves early on, but I like to look for fans that are willing, have the time and can do a good job to deal with some of this stuff. Website design and publicity often require hiring an outside organization.
GINA: How do you get a venue to commit to booking your clients if they are unfamiliar with the music/band?
TERRY: Give them a reason to book the band. You have to convince them that they will make money if they book you. So early on you may have to play for little or no money – opening for bigger bands and playing at smaller clubs in the area can get you started. Working the press, radio and all online options will help build awareness. The problem with trying to convince a club owner that you can build a fan base in their area is that they have been promised that a million times before by bands that don’t have any idea how to follow up on that promise. Concentrate on your local area first so that you can show clubs in other areas that you know how to build an area. What’s the point of playing a club in a new area if you can’t pull a big crowd in your home town? If you can show them that you are profitable for clubs in other areas, then they know that they will make money with you eventually.
GINA: How do you go about finding a label?
TERRY: Labels usually find you. Sending out demos will get you nowhere, except maybe if you are working a label that deals in the niche market that you are targeting. Major managers and lawyers can get you in front of the right people, but you still have to deliver and have something going on that the labels would eventually find anyway.
GINA: Do you ever try to have your client’s music appear in advertisements for radio or TV commercials?
TERRY: Yes. I am planning a trip to L.A. this summer to look for licensing opportunities in film and TV, but commercials and video games are also on my agenda. Actually, the latest issue (May/June) of Guitar Edge magazine contains an article I wrote about this subject. It’s the “Tip Jar” column entitled “Synch your Music! Getting songs placed in film, TV, advertising and video games.”
GINA: Can you tell me a little about Burnside Distribution and your affiliation? Why did you choose Burnside?
TERRY: Susquehanna Entertainment label is distributed nationwide exclusively by Burnside Distribution Corporation. Burnside is a great independent distributor. Very easy to deal with, always available to help with any issue, and they actually pay! Most distributors have a lot of stipulations, discounts and requirements to spend money on promotion through them. Burnside fits my plans better – I prefer to place CDs in just a few specific places to start with, then as a project grows, they have the ability to get the CD anywhere else in the country. Plus they have my releases available at all the Internet Outlets from the start.
GINA: What advice would you give to anyone aspiring to be a Music Manager?
TERRY: Work with a band or artist that you have a passion for. Make sure that they share your passion and goals. Work every angle. As a manager, your job is to steer the ship – making plans, timelines, budgets, setting goals, making sure everyone is doing their job, etc. – and to make sure that the artist is presented to the public properly. Always be thinking ahead – you are managing a career, not just the current album.
Outside all of his professional work, Terry is a father who loves spending time with his son, Isaac. They do all the things a 10 year old likes to do. Today it is rare to find a child without an iPod – Isaac is no different. He enjoys listening to music and usually asks Dad to help him with downloading. Of course, Terry has his own iPod so I had to ask just what would I find on his iPod?? Terry tells me he enjoys all types of music from Americana to Jazz to Hard Rock – anything that is good. The artists most played would currently include Pan.a.ce.a, the BoDeans, Cannonball Adderley, Jonny Lang, Jools Holland, Kasey Chambers, Los Lonely Boys, Marc Broussard, Patty Griffin, Shinedown, just to name a few. Terry and his son also enjoy cooking together, playing games, feeding the neighbor’s baby goats, traveling to concerts, working on model railroading, gardening and are active in their church. Dad is also very encouraging with Isaac’s education and stresses the importance for him to do well in school along with being a participant in school functions and sports activities.
Commentary on Terry Selders:
“Terry is the proto-typical grass roots style manager. Go out and PLAY, PLAY, PLAY – TAKE CARE of your FANS and WIN them over ONE AT A TIME! Not a snake oil salesman at all, which these days is pretty unique!” -Bret Alexander – Musician/Singer/Songwriter/ Saturation Acres Recording Studio.
“Terry is a trustworthy and highly competent artist manager. He brings a wealth of experience and a strong commitment to success to any project with which he is involved. He is well respected by others in and outside the music industry. Perhaps most importantly, Terry is a genuinely nice guy and I am happy to call him a friend.” -Marc T. Levin – Entertainment Attorney.
“Terry always has drive & determination for promoting good music,
I was very impressedthe 1st time I worked with him as a manager for his persistence & organization.” -Jason Shaffer – Giants Of Despair/Jason Shaffer Music.
“I have known Terry since we played together in our first frat-house band at Mansfield University. I was the drummer and Terry was the saxophonist in the infamous Leaky Sneakers Terry and I have worked together in one form or another for over 20 years. Terry is always quick with good advice, such as ‘Don’t look at your high hat when you drum’ or ‘You know – you guys would get on the radio quicker if you did a Christmas song.’
We shared a closet-sized, studio apartment in NYC for a while. As I struggled as a waiter, Terry stayed on task in the music business. He worked at various recording studios in the city and managed quite a few successful artists. When times were lean, Terry always stayed focused and on track.
I still don’t know where Terry lives. But it doesn’t really matter. Terry is always just a phone call away with good advice for any musician that seeks it.
If Terry tells you that your song ‘is worth the time it takes to listen to,’ you have just received high praise.
You cannot convince Terry that Bob Dylan has a good voice. He will not be swayed.
Terry does not suggest or imply, he ‘clearly infers.’
If you think your kick drum is loud enough, Terry will disagree. And you will adjust accordingly.” -Ron Simasek – Musician/The Badlees, The Cellarbirds, Gypsy (etc.).
“Terry and I went to college together. Terry has the perfect manager composition – having a notable music background. He understands! He is very self-motivated & oversaw a huge operation during his 10 years with the Badlees. At times not every thing is 100% positive in the business – negative things can and will be said about anyone involved but Terry is thick-skinned – NEVER the ‘reactionary’ type of guy. He would continue forward with the attitude ‘let’s do business, what can you do for the band’ type of mentality. He is a self-made man who loves music! He is the guy that if my daughter was an artist – I would trust Terry implicitly to manage her. I value his opinions. Terry is a straight shooter and a man of integrity.” -Jeff Feltenberger – Musician/Badlees/Vocal Coach & Guitar Instructor.
“Terry has taught us as much as anyone about what the music business was and is, but most notably, has been a reliably positive and trustworthy friend and source of guidance for our band since we first met him. Terry has been a savvy enough businessman to have made money in the music business, but has probably lost money helping our band – the point being that he knows how to succeed, but is truly driven by a love of music and art, so he will help anyone he can to try to develop their talents and their craft. In a world and entertainment business frequently populated by false,
opportunistic and/or soulless people, Terry is what we call one of the “good guys.” Better yet, he’s a good guy who actually knows what he’s talking about.” -Larry Kennedy – The Jellybricks.
“Before Terry signed on as our manager early in our career, we had no idea
how to deal with the business side of the music industry. Terry came in,
laid down a game plan he customized for us, and we suddenly found ourselves busier than ever, playing shows four or five nights a week, sending out postcards, emails, and newsletters to promote the band during the day. Terry was an invaluable and indispensable cornerstone of our early career and he taught us lessons about the music industry that we still apply today.” -Garrick Chow – The Jellybricks.
“Terry first off is just a genuine guy…which is hard to find in the industry today. He’s all about the music which is also hard to find today! Always good to his word & not afraid to admit when he is wrong. Terry is just an overall great guy to deal with. Very accessible – very dedicated to pushing good music. Just happy to have a guy like this in our corner pushing our music!!” -Paul Young – PAN.A.CE.A.
“Terry gets it! He truly believes in the Pan.a.ce.a project and in us as individuals. That is the most important thing to us because the only difference between an unknown/unsigned band and a major national act is BELIEF! Someone has to believe in it and put 110% into getting it out there, sometimes putting their own reputation on the line for it. We do what we do as a band, just like all the others. We work hard, write songs, play shows, and try to build a fan base. It’s the people behind the scenes that are so integral in making what we do a huge success, and TERRY is just THAT guy. The future has never looked so bright!!” -Tim Farley – PAN.A.CE.A:
To contact Susquehanna Entertainment:
http://www.susent.com
http://www.myspace.com/susent
Information on the Badlees:
http://www.badlees.com
http://www.myspace.com/thebadlees
Information on Saturation Acres Recording Studio:
http://www.saturationacres.com
http://www.myspace.com/saturationacresrecording
Information on The Jellybricks:
http://jellybricks.com
http://www.myspace.com/thejellybricks
Information on Grantham Road::
http://www.myspace.com/granthamroad
Information on Giants of Despair:
http://www.giantsofdespair.com
http://www.myspace.com/giantsofdespair
Information on Jason Shaffer Music:
http://www.jasonshaffermusic.com
http://www.myspace.com/jasonshaffermusic
Information on Pan.a.ce.a:
http://www.panacearock.com
http://www.myspace.com/panacearock
Information on Entertainment Attorney Marc T. Levin:
http://www.rhoads-sinon.com
http://www.myspace.com/rocklawyers