#182 - The Music Business is a 10 Part Process


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By Tom Sabella/Bob Bender and Bob Bender. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

The music business is a 10 part process. 9/10th of it is exposing what you have, the 1/10th is the actual product, and that is probably the most important part. But in order for that to be the most important part, you have to find, expose, and promote to that audience. Keep in mind that so much of it today is an “instant gratification” business. An overnight success typically won’t stand the test of time, like a legacy act that took time to develop. It’s not only about the song, but how it (and you) are promoted properly.

On this episode of the Business Side of Music, Joel Wertman who is the CEO of Heartland Network joins us. Born in Toronto, Canada, Joel’s career began in 1977 as a young music artist when he wrote and produced a song that reached the top five in Canada and Europe. After this success, Wertman made the move to Los Angeles where he joined Mushroom Records as a staff producer and writer and went on to record and remix for artists including Heart, Ian Matthews and others.

Under the tutelage of the legendary Mushroom Records’ co-founder Shelly Siegel, Wertman developed his style and passion for music and the recording and producing process. Sadly Joel’s career nearly derailed when Siegel passed away suddenly at the age of 32.

Despite his strong attachment to Siegel, the then 20-something Wertman decided to soldier on and continue to work with top acts before landing executive roles with several record labels including as president of Eureka/EMI, Eureka/BMG, Eureka Records and Sire/Discovery Records. During the 1980s, 90s and 2000s, Wertman was instrumental in the careers of many artists including The Goo Goo Dolls, Heart, KISS, No Doubt, Bush, Young MC and Tiffany, among others.

While continuing his work with music artists under his WhattaGuy Music label, Wertman began developing and producing programming for children, then going on to produce music for Lifetime’s hit reality series “Dance Moms.”

By 2017 Wertman expanded his interests by becoming CEO of The Heartland Network and its sister television networks, Retro TV, Rev’n, The Action Channel and The Family Channel.

The Business Side of Music ™

© 2021 Lotta Dogs Productions LLC

  • Showrunner and Executive Producer Emeritus: Tom Sabella
  • Producer and Host (the guy who has a face for podcasting): Bob Bender
  • Co-Producer - Audio/Video Editor (the man behind the curtain): Mark Sabella
  • Director of Video and Continuity (the brains of the entire operation): Deborah Halle
  • Marketing and Social Media (all knowing): Sarah Fleshner for 362 Entertainment
  • All Around Problem Solver (and Mental Health Therapist for us): Connie Ribas
  • Recorded inside an old beat up Airstream Trailer located somewhere on what’s left of Music Row in Nashville TN (except during the Covid 19 pandemic, then it's pretty much been accomplished VIA Zoom or over the phone, with the exception for those fearless enough to come to Bob Bender's dining room… and there have been a few that have survived).
  • Mixed and Mastered at Music Dog Studios in Nashville, TN
  • Editing and Post at Midnight Express Studio located in Olian, NY
  • Production Sound Design: Keith Stark
  • Voice Over and Promo: Lisa Fuson

Special Thanks to the creator and founder of the podcast, Tom Sabella, along with Traci Snow for producing and hosting over 100 episodes of the original "Business Side of Music" podcast and trusting us to carry on their legacy.


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222 episodes