Get an estimate before you manufacture a CD

Music Biz 101

Page 6

Assuming the basic tracks have been laid and you are at the CD manufacturing stage, there are a number of considerations to take. When budgeting for the final output it is wise to get a few estimates on production costs for illustrations, photography, typesetting, camera work and other related costs.

Your artwork or graphics, mastering and CD pressing will determine the professional standard that is expected by radio programmers and the industry.

Graphic designers train professionally to do the work that creates attention. A future article will deal with promotional kits and the significance of hiring a professional to render artwork on your CD, adding to your image as an artist. The CD is your only opportunity to grab visual attention.

Your choices from the manufacturing company will determine how much you are able to budget. The choice between basic black and white to four-color art, extra pages, typeset copy and photos all add to the cost. The standard format for the budget-conscious is a color cover with a one-color back.

Camera-ready artwork for the printer must be prepared since there are specifications that are unique to CD printing. Organizing the hard copy by labeling each section, i.e. cover, back page, side A or B for cassettes, on separate sheets will save headaches when dealing with last minute changes.

Prepare copy for the typesetter by designating which copy will be in what type. The designer will use a computer graphic program to design type, line art and do the layout. The copy is to be returned from the typesetter in the form of galleys for the final assembly of photographs, copy and graphics. This is your final chance to check for any mistakes such as, spelling, numbers, addresses, punctuation, grammar and consistency of style.

Before it goes to print, camera-ready film will include all completed typeset copy, illustrations, photography, line art and borders. It is then assembled for paste-up onto boards, also called flats, correctly sized and positioned for each piece ordered: front cover, spine, back cover, label side A, label side B, letterhead and any inserts. Photographs are marked and cropped with the size and positioning shown on the flats. Color photos will be either 4 x 5 inches or two-and-a-quarter inch square transparencies (35mm is unacceptable) with size and positioning indicated on the flats.

For two or three-color design, prepare overlays for overlapping areas. Registration marks must be provided to show the outer edges of the design and centre marks.

A cassette manufacturer will provide the exact graphic requirements, including size specifications, or specs for short and color selections for the labels. The flats must be checked for errors or omissions and written instructions on color separations, special screens, reverses or other special information must be prepared for the printer.

The timeframe for camera-ready mechanical is about up to eight weeks. Time allowance is made from four to six weeks on design and production and another two weeks or more spent preparing the final mechanical. Another six to eight weeks after the mechanical is delivered to the printer before the covers are printed, which can be shortened to four weeks but seldom less depending on the printer's workload.

If you don't have a graphic artist to work with, some manufacturing companies offer in-house design services. Discuss the average cost of their design services with the designer and then get a written estimate before agreeing on a final design.

The professional fees for cover design can be around $700-plus, which includes concept, rough drawings, lettering and paste-up. Naturally, fees increase based on the complexity of the graphic design process, other promotion materials that may be ordered, such as posters or postcards, and the experience of the graphic designer.

Fees for logo design and lettering styles will not be included as part of the cover design. Logo design is a specialty.Additional fees include photography for promotion using 8 x 10 inches black and white and for illustrations.

Know the lingo of the CD manufacturing and printing business and be familiar with the process so you don't get duped into paying more than what your budget will allow.

Always ask for an estimate of the work and how changes will affect the final billing. You can't afford to be in for a shock when you see the invoice. Manufacturing companies expect to be paid in full if the customer does not have a business account with them when orders are picked up. You don't have a second chance at a first impression.

This column is for reference and education only and is not intended to be a substitute for legal advice. The author assumes no responsibility or liability arising from any outdated information This column is for reference and education only and is not intended to be a substitute for legal advice, errors, omissions, claims, demands, damages, actions, or causes of actions from the use of any of the above.

Ann Brascoupe owns What's Up Promotions, a company specializing in promoting booking, and managing Aboriginal artists across Canada. She may be reached at abrascoupe@hotmail.com.