Essay About Early Age Darren Skanson And Darrens Career

Darren Skanson
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Overview
From a very early age Darren Skanson had a burning passion for music. His
passion grew deeper when realized how much excitement a crowd has when
watching a musical performer. In 1989, Darren graduated from Moorhead State
University with a BA in music.
Darrens career first began by being a lead guitarist in a heavy metal band.
The band, Mata Hari, split up in 1993. Darren then joined Malcolm Watson, who
was a classical violinist, at Watson and Company. Darren and Malcolm
produced the third CD for Watson and Company. Shortly after the success of
producing this CD the duo traveled nationwide performing. Within a year the
sales had increased from $100,000 to $250,000. Malcolm wanted to move a little
more slowly than Darren in expanding their business to greater heights. Since
Darren was ready to move on, he left Watson and Company to form his own
company.
Darren had a vision to record, produce and sell his own music, as well as the
music of other artists. Jennifer, a long time friend of Darrens was the booking
agent for his tour. Jennifer did not share the same vision with Darren so they
parted ways and moved on.
Trying to perform, handle CEO duties and handling the promotional marketing
aspect of his business was getting to be too much for Darren. Business was
getting to be complicated. He decided to hire a guy named Andy Harling, who
was a classical guitarist to help with the office duties of the company and to
suggest/implement ways to make CCM function more efficiently.
Darren turned down two performances offered by Jennifer since he was
already booked. However, he did not want to lose the business and the chance
to get his name out there. Darren sent Andy to perform at the two shows. Andy
was very successful and gained the knowledge of how the performances
operate. Darren became a little nervous when he realized that Andy could leave
him and become his competition. Darren then signed Andy to a contract and
launched Andys first CD.
Over time, Andys responsibilities grew with his performances that Darren
hired an assistant for him.
Recording and productions costs were high for musicians to produce their
records/CDs. Digital then came into existence and cut the costs of production.
Music is sorted by labels. Because of the low costs in digital recordings it was
possible for smaller companies to exist. CCM was one of the smaller companies.
Darren decided that he needed to somehow market and promote his music
that would increase profits for CCM and promote his product line.
Issues
Darren doesnt have enough knowledge of the business piece of operating a
business. It seems as though he also lacks knowledge of costs that it takes for
promotion, marketing and distribution.
Darren wants to expand his company and profits yet he seems a bit uncomfortable
about competing with other classical guitarist.
Since Darrens music was a micro label band he had to rely on himself to find the
means of which his music could be heard. Higher label artists could rely on
radio stations to promote their music.
It seems as though Jennifer is holding him back from exploring other performance
venues.
S.W.O.T Analysis
Strengths
Both direct and website sales have increased. Website sales increased from
$760.50 in 1999 to $6,419.35 in 2000. Mail and phone orders have more than
tripled going from $2928.72 in 1999 to $11,442.24 in 2000.
2. Cost of Goods sold has decreased from $36,468.62 in 1998 to $22,034.33.
My analysis would show that digital recordings have cut the costs of production
distribution which has allowed this decrease in COGS.
Darren has determination and is very motivated. He has been successful with his
product line.