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New Music Release: Sarra “Kerosene” CCVM Case Study, Part 1

New Music Release: Sarra “Kerosene” CCVM Case Study, Part 1

by Cari Cole

For the previous three years, we’ve been quietly working behind the scenes creating artists and their data at CCVM with A & R periods, cultivating a killer songwriting staff and refining our course of. Whereas we’ve been working with rising artists voices and report tasks for over three many years, I took a stronger flip into spearheading a division at our firm that targeted on creating main label degree artists, with out the constraints and management of a serious label. As a lady within the business, I’m not a fan of the male-dominated, typically too oppressive and controlling nature of massive document labels, and like to work in a extra intuitive, extremely artistic, collaborative, outside-the-box sort of method. Simply as I began that division at CCVM, and acquired certainly one of our songwriters on board, I met SARRA.

SARRA was at that crucial level in her life and artistry the place she had already had some success however was able to take the large plunge into full time. She additionally had a narrative, from her life, some actual issues to say and the braveness to say it (though she didn’t really feel brave then ;)) – together with the fortitude, endurance, and significant considering – all attributes that make an artist open to a radical type of evolution. It takes an unbelievable quantity of power, endurance, and dedication to do it proper. You guys, studying this, know precisely what I’m speaking about! It might take years, typically many years to seek out your sound.

We at the moment are full circle within the course of, releasing her first single from her full-length album popping out this Fall and I needed to take the chance to introduce her to you now, so you’ll be able to comply with alongside in actual time – in addition to speak concerning the course of we used. Because it’s a bit totally different than the standard strategy in creating an artist, I assumed it will maybe shed some mild in your subsequent challenge, plus offer you a behind-the-scenes blow-by-blow as we go.

SARRA was the primary artist to go right through our CCVM A & R / Songwriting Program that began within the Spring of 2015. Whereas we have now over 20 artists on this program, SARRA is the primary product of this course of – the primary one to go all the best way from inception to launch. I’ve been writing with artists over the previous 15-20 years, however she was the primary artist to write down with our new A & R course of and the newly signed CCVM Songwriting Group.

She got here to us with years of expertise as a vocalist and performer however wanted higher songs and business information.  SARRA (Sarah Sellers then), had been an lively a part of our packages and circles for a couple of years (since 2014) when she determined to return work privately with me in my Artist Improvement Program. She was able to get a stronger technique and plan for her profession and take that deep dive into rebranding and hitting refresh on her music.


The primary few months working in personal periods have been about deepening SARRA’s songwriting and educating her methods to write from her genuine self. The great thing about our work collectively is how open SARRA was to the method. She let me in absolutely, properly, a bit of resistant right here and there – however who wouldn’t be? – this isn’t as straightforward because it sounds. 

The great thing about SARRA is that she is acutely conscious and perceptive. She actually allowed me in to assist her within the strategy of refining her sound, her message, and course.  It’s not all the time straightforward to get somebody to open up about their internal world, and write from actual life experiences, particularly the harder ones. I imply who needs to speak about THAT. Nevertheless, it’s important to tug from all the items of your life to get to that “human component” that resonates with the world at giant. Up till then, nobody had proven SARRA the right way to get her deeper message in her music. It’s commonplace, as most songwriting instruction focuses on craft (tremendous essential too), however not likely on methods to write as an “artist.” Fact is, you’ll be able to’t actually stand on that world stage in case you don’t completely know who you’re and are prepared to be weak as an artist. However the factor is, there’s an evolutionary course of that an artist could be led by means of, in variety, considerate, trustworthy and professional setting the place they’re inspired, and challenged as properly, that leads to 10x higher music. The objective being to make one thing higher than both of you can have achieved by yourself, and to provide the artist roots and depth, probably even skipping over a few data value of fabric to get to the great things faster ;).

Over these first few months, we talked for hours about her life – the place she’d been, her challenges, hopes, and regrets. She (and I too) shed some fairly life-altering tears alongside the best way – an important a part of the method of getting actual. You kinda can’t get round it in the event you’re going to put in writing one thing that basically touches individuals. Then we talked about the place she was now in her life, what she needed this report to be about in addition to what sort of music she envisioned making.

As these A & R periods continued we received to the deeper layers, mentioned plenty of music, and expanded her listening expertise defining manufacturing parts and preparations on the data she was listening to. This directive is related for 2 causes. One is for label or A & R director to get inside the top and musical imaginative and prescient of the artist (relatively than commonest A & R which slaps a sound on the artist)- and two, to get the artist listening extra, increasing their musical vocabulary, palate and aesthetic. Finally that is for us to assist refine and evolve their sound further- and to provide the artist extra management over their sound and course on the subsequent document. No nice report was ever created from a rudderless inventive course or an unclear perspective from the artist. Our objective is to assist the artist construct an actual sound, whereas radically enhancing the standard of their songs and musical course and of the music itself.

The subsequent step was to get her arrange writing with our songwriting group. Now, only a word about our workforce. My staff isn’t just your typical co-writer that’s discovered within the routine business co-write on the market – and I’m speaking at a excessive degree. Matter of reality, many songwriters through the years, have begged to hitch my workforce, however I held out for the writers which have a better degree of introspection, listening experience, and the power to determine and pull out an inventive imaginative and prescient. Notably, these artists already possess a excessive degree of talent, craft, and achievement (all of them have hundreds of thousands of views on Spotify and have written with an extended listing of massive artists and producers).

So I despatched her to put in writing with our head songwriter, Stolar (Jay) whose track “Brooklyn within the Summer time” was co-written with Aloe Blacc (at present climbing the charts steadily, now at over 16 million streams on Spotify). Jay has additionally co-written with Practice, Corridor & Oates, Caroline Pennell (The Voice) with over 1000 songs in his catalog. SARRA and Jay hit it off and began a co-writing relationship that may span over a few years as collectively we carved and refined SARRA’s sound, message, and course. SARRA and I continued to satisfy in personal periods, engaged on A & R whereas I directed the co-writes, arising with music ideas and songwriting and persevering with to peel the layers of the onion on SARRA’s life and experiences. In these periods, we additionally labored on her voice, branding, persona, message, and profession improvement and technique. After we had about 22 songs in demo levels, we compiled a personal Soundcloud and had the staff give it a pay attention.

At that time, all of us collectively selected 2 singles to document (all the time good to have various ears listening in for some “check advertising.” I had a connection to a stellar manufacturing staff that was making nice data that I assumed can be good for SARRA’s sound. SARRA fell in love with their tracks, so I hooked her up with Chris Petrosino and Rob McCurdy of Noiseclub. They agreed to supply SARRA’s two songs amidst their busy schedule. It wasn’t straightforward, we needed to wait longer than standard to get the mixes due to their calendar was so jammed, however the guys have been laying down a killer sound for her, so we waited patiently. Shortly after SARRA’s tracks got here out, Noiseclub struck gold with a co-written manufacturing that went huge for Hailee Steinfeld, “Ravenous.” After the mixes got here again SARRA and I deliberate a technique to launch 2 singles, F**okay It, It’s Alright adopted up by Gone By way of Hell. Now it’s essential to level out that on the time, SARRA’s artist identify was Sarah Sellers and the songs have been launched beneath that identify. We since advanced her model to “SARRA.” These two tracks have been the primary batch of songs from our two yr collaboration collectively up to now – and the primary time she had music that basically spoke from her genuine voice in her profession. The end result was evident inside her tribe because the accolades poured in of parents loving the music. SARRA has an unimaginable voice, and all the time will get an ideal response to her music and at her reside exhibits. However for the primary time, she had full strangers coming as much as her in tears at her exhibits telling her that her songs have been reflecting their ideas and experiences. That’s the results of writing from actual life. It has extra resonance and impression. And performances are all of the extra highly effective because the artist/singer steps into that territory.

On day one of many first single (F**okay It It’s Alright), SARRA had a licensing cope with a personal firm who licenses songs for HBO, Netflix, Showtime and different main networks + a report deal supply on the desk – on DAY ONE. She ended up signing the licensing deal, however we each felt that the document label was not the correct match on the time and turned it down.

Whereas these two singles have been being launched, we stored constructing the model and writing for the complete album. Writing, digging, attending to truths, displaying songs to the Workforce till the remainder of the songs for the document arrived.

And now, in an exhilarating second – after three years of carving and digging and perfecting –— we’re rolling out the primary single off of the full-length album releasing this Fall. As thrilling as it’s for SARRA, it’s simply as a lot for us. As the primary huge launch of our firm since our inception of our CCVM A & R and Songwriting Program, we’re tremendous proud to observe the fruits of our labor take type.

Women and gents, we convey you SARRA and the primary #single off her new album “Kerosene”:

CLICK HERE TO LISTEN TO SARRA and her single “Kerosene” on Spotify.

Should you don’t have Spotify, then select your platform to pay attention right here: music.hyperlink/kerosene

We’re additionally proud to formally announce this course of as a “new business mannequin.” This course of is a part of our new business mannequin (extra on that in upcoming articles).

Subsequent up we’ll be masking SARRA’s revamped model + picture as a part of her artist improvement course of in Half 2 of the: CCVM New Music Launch: Sarra “Kerosene.”

Thanks at the start to artist SARRA. Your braveness and dedication to your evolution and the elevation of your music are spectacular. Your tireless dedication to dig for the reality, face your deepest fears and switch it into one thing lovely for the world to listen to. We’re so pleased with you!!! 🙌Thanks for letting us be part of that🏻. We’re so excited to observe this roll out!

Everybody on the Group has poured their greatest into this. Because of our head #ccvmmusic songwriter Jay Stolar for his dedication and distinctive writing; songwriting, A&R + model/profession improvement by yours really; songwriting and excellent document manufacturing by Josh Goode. And a particular because of the remainder of my songwriting staff and Group Cole who work tirelessly to help our efforts.

To the group of artists in our tribe, whose fierce artistry and help of one another, is constructing a palpable #motion within the business. We will’t wait to deliver your music to the world.

By no means hand over ~ all the time dig deeper than you assume and BELIEVE you are able to do it – and discover a group of people that consider in you and can make it easier to rise.

We rise collectively!

For these of you interested by following alongside on SARRA’s platforms:

  1. Share SARRA’s new launch on Spotify or Track Hyperlink and use hashtags: #lightmeup #kerosene #SARRA.
  2. Comply with SARRA on Spotify to assist get their consideration so as to add Kerosene to a Spotify Playlist! Lets blow up her streams!
  3. Comply with SARRA on Instagram, Twitter & Fb.
  4. For up to date information comply with

For a blow by blow chronology of SARRA’s evolution at CCVM ~ right here’s the historical past: 

SARRA began following our publication within the Fall of 2013 and listened in to her first teleclass/webinar on Might sixth, 2014.

In 2014 following the webinar, she joined our Quick Ahead Program & Blueprint which lays out the branding & music advertising items, and the right way to make a dwelling making music full time. She had simply give up her advertising job and was able to dive in and make one thing of her music. I keep in mind her being on the webinar and I had listened to her music, and needed to work together with her, so I referred to as out to her telling her to “get her butt on this program.” She registered ;).

In January of 2015, she got here to work with me in my personal 1-on-1 Artist Improvement Program.

In June of 2015, she began writing with Stolar, our head songwriter of the CCVM Songwriting Staff. We don’t have a web page up about this program as it’s presently, personal to our Inside Circle and group of artists we work inside our packages. We shall be saying it quickly. And for many who are fascinated by it, begin by becoming a member of our Signature Songwriting Circle which is step one within the course of.

Fall of 2015, she joined our Artist Success Circle Mastermind, which she stayed in for 3 rounds. It’s a 6-month music advertising & enterprise mastermind that helps artists strategize for his or her careers in a group of devoted artists, business specialists and intensive mentoring.

Within the Fall of 2016, she joined our Signature Songwriting Circle, diving deeper into her songwriting and co-writing course of. We now have since upgraded that circle to incorporate writing with our CCVM Songwriting Group.

Within the Spring of 2017, she took our Your Distinctive Document Program the place we element the A & R course of and find out how to make a report that may make a extra vital influence. This course is the insides of methods to write and select the appropriate materials, develop your message, uplevel your manufacturing parts and the right way to discover the correct producer.

For extra details about our three Step Systemclick on right here to observe our video collection that walks you thru every step!

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