Every once in a while an Urban Rap Artist comes along that just has that "IT" factor. Even more rare, would be to find an entire Independent HipHop Record Label with that special "IT" factor. Millinium Records not only has an Artist with the "IT" factor, It has an entire team of folks with the "IT" factor.

Millinum Records came to Jon Hutcherson looking for information. They wanted to take their new Artist "Tazz" and make him a household name. They had been doing shows, sending out demo tapes, and doing what they thought would get them the attention of National Record Labels. Millinum Records soon found out that the information they were basing their business model on was flawed.

The Independent Urban Record Label Industry is full of mis-information.

Millinium Records found out after spending tens of thousands of dollars that their idea of what it takes to break an Artist was horribly flawed. Most, if not all, their efforts, time, and money were being wasted on Industy Hype or  folks that just didn't really know what they were doing. Millinum Records could tell you exactly were their money was spent. However, they could not tell you the results of their efforts and money spent. This is not an uncommen story. In fact, Millinium Records story is the standard story of the Independent HipHop Industry.

Money does not = success

Millinum Records has plenty of money. They have a team built of Marketing Grads, Business Grads, and A strong Street Team leader and motivator. Basically, Millinium Records had everything in place to succeed except information. Millinium Records depended on rummors or concepts/ideas from folks that have never seen the inside of a recording studio let alone sit infront of the actual folks responsible for inking National Recording Deals. But, Millinium Records only had these avenue available to them. They did what they thought was good. They worked what folks told them to work.  And Millinium Records kept hitting the street to promote theirRecord Label and Artists. They were dedicated. They had the "IT" factor that is so important in the Industry.

Jon Hutcherson has the information, Contacts, Tips, and Tricks to make an Industry Buzz 

While working on another project, Jon meet Millinium Records at The Mix Studio  in Dallas, Texas.  CEO "E" and Jon hit it off from the get-go. "E" needed information and Jon needed a new client as his schedule was begining to clear as he put the final touches on the project he was working on when he met "E" and Millinium Records. The two had a long meeting over lunch and a deal was struck. Jon was to be Millinium Records HipHop Consultant.

Jon quickly assesed Millinium Records. He interviewed each member of the team to get his/her take on their current situation and to see if all were on the "Same Page" as far as direction and goals. At the same time, Jon was made aware of all the team members knowledge on the subject of promoting an Independent HipHop Record Label.  Not toJon's suprise,he assessed that the team had the motivation, the money, and the resourses to actually "make it" in the Industry. However, what he also found out is that the "Team" was very mis-informed and got most there information from BET or MTV. Again, not an uncommon accurance in the Independent HipHop Industry fo Record Labels.

BET, MTV, and VH1 are not sources of information. They are entertainment television. Period.

 With Jon's consultaion, Millinium Records started seeing results immediatly. Jon helped build a winning marketing plan based on experience not assumtions. Jon then taught the entire team of Millinium Records how to read, understand, and implement the entire plan. And the biggest thing.... Jon taught Millinium Records how to adjust their marketing plan as events/circumstanses changed. He tought them that a marketing plan is a living, breathing, entity of a business. He taught them that a Marketing Plan has to be cultivated just like an emplyee. And most important, Jon taught them that they had to actually use the plan as a roadmap to their success. You see, Millinium Records had a previous Marketing plan. The problem is it sat in a filing cabinet from the day they finished it. It never saw the light of day after it was developed. Again, Not an uncommon accurrance.

Jon then taught Millinum Records how to book an Urban Radio Promo Tour, how to contact nationals for opening slots on National Tours, and how to cultivate fans into actual Fan Clubs that work for the label out of love for the Artists. Basically, Jon taught Millinium Records how to be a HipHop Record Label in todays feirce Independent Market. Note: None of this would be possible without the desire, drive, and dedication of Millinium Staff and Artists. In this case study Jon does not want to take anything away from his client. Millinum Records was the driving Force behind their own success. They only needed information and direction.

The Proof is in the Sales and Tracking

Here are the highlights of Milliniums Records Success Under Jon's Direction:

• Sold 10,000 units in less than 6 months
• Artist "Tazz" recognized as FYe "Independent Artist of the Year" - gaining front of store display, CD feature in all advertising FYe did for the year
• First Video Produced and shoot and added to rotation on video shows Nationwide
• Opening Slot invitations for National Tours - Slim Thug/8ball/Bone Crusher
• 30 city Promotional Radio Tour - Single Added on Most Stations to Regular rotation
• International Tour with dates in Mexicao
• Invitation to Perform on MTV Stage - South Padre Island
• Cappa Beach Festival Invite - Largest Black Spring Break Destination 
• Two offers for Production Deals with Major Labels