Mailing Address: The Music Factory 937 Ormewood Avenue SE Studio 100 Atlanta Georgia USA 30316-2436

Voice: 404 688 1667

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brian prestonBio: Brian's passion for music first found expression on a toy piano and continued on a journey that carried him from the Alabama School of Fine Arts to the prestigious Berklee College of Music. Currently based in Atlanta, Georgia, he creates original soundtracks for commercial projects, films, tv, radio, albums, and mixed media.

His studio, The Music Factory, is a playground of instruments and computers integrated to form a nearly infinite palette of sounds and textures - a technical complement to Brian's stylistic versatility. In addition to his strengths as a composer, arranger and multi-instrumentalist, his skills as an engineer come to life in mixing sessions, where he paints vivid audio landscapes.

Source: Official Website

Website: http://themusicfactory.com

Videos: http://themusicfactory.com/site/gallery.html


Berklee Today: Entrepreneurial Spirit
By Mary Hurley, Adam Olenn, and Mark Small
Five alumni share stories of how vision - coupled with talent, ambition, and endurance - has yielded satisfying music-based careers.

Rolling with the Changes

The recipient of many industry awards and accolades, Brian has worked on more than one thousand projects.

In the mid-1990s when music technology became widely accessible and affordable, Brian Preston '93 seized the opportunity to start his production company the Music Factory. It was a year after his graduation from Berklee, and "1994 was the beginning of the one-man show," Preston recalls. "You didn't need a separate engineer, a separate producer. Nowadays, that's not so unusual. But then, it was an edge for me."

Ever since, Preston's multimedia production facility in Atlanta, Georgia, has been providing original music, jingles, and creative soundtrack design services for scores of clients ranging from AT&T to the Yellow Pages to the Georgia Lottery. Working as composer, arranger, engineer, and salesman, Preston-with help from his business partner Marc Battaglia, '90-has logged more than 1,100 gigs.

Preston has learned that in today's advertising industry, business acumen, adaptability, a thick skin, and the ability to communicate with and relate to all kinds of people are necessary attributes. Oh, and always remember: it's about the client.

"My sole interest is keeping the client happy," he says. "Brian Preston has no identity. I have to be quite a chameleon. If they want opera, it better sound like opera. If they want disco, it better sound like a Bee Gees record." The challenge to keep coming up with "ear worms"-catchy tunes that you can't get out of your head-keeps the business creative and exciting for Preston.

Over the years, he's been able to roll with changes that technological advances have brought to the production and interpersonal sides of his business. Formerly Preston made pitches to ad agencies in person. The option to transfer demos via the Internet has afforded him access to clients in major and minor markets everywhere. The downside is that his competitors are everywhere, too.

It's also more challenging to build relationships with clients on the Internet. Preston makes it a priority to build and maintain relationships through networking sites such as Facebook. Even the recent birth of his son Maxwell offers him an advantage. Being a new father "makes me a human in their eyes," he says. "They will remember that."

While technological advances have been a huge boon to his business, they also foster information overload and short attention spans that plague all in the creative industries. "It's hard to get somebody's attention," he says. The typical client is now overwhelmed and distracted and ends up listening to a demo on an iPhone, for a total of say, five seconds. "It's horribly depressing, actually," he says.

While the Internet age has somewhat diminished the significance of proximity to the customer, Preston believes geography and the right facility are important factors in entrepreneurial success. He chose to launch his business in Atlanta because of its affordability and its openness, especially in comparison to Nashville, with its more established old-boy network. He also ruled out New York and Los Angeles because the competition there "would have chewed me up and spit me out."

He started out in a loft studio facility in an old factory building in Atlanta rehabbed to his specs. But five years ago, facing increasing overhead, he decided to set up shop in the one-car garage attached to his house. Working from home helps the creative process, he contends. "I'm very comfortable here. I don't have to commute, and I can work as many hours as I want." He fully appreciates that the situation wouldn't be an option without the Internet.

Preston estimates that 60 percent to 70 percent of clients have been adversely affected by the severe recession. "I have to be able to weather the storms," he says. Another serious economic challenge for his profession has involved convincing the younger generation accustomed to "free" music that music has value and is worth paying for.

He maintains that his success would also not be possible without Marc Battaglia, his "silent" partner, in that Battaglia doesn't interact with clients. Their partnership works well because they are "polar opposites," Preston says. Preston first connected with his partner when Battaglia called Preston asking for advice about the industry. Preston is grateful to those who helped him when he started out, and invites alumni to contact him through his website at www.themusicfactory.com or via e-mail at This email address is being protected from spambots. You need JavaScript enabled to view it. " mce_' + path + '\'' + prefix + ':' + addy22027 + '\'>'); document.write(addy_text22027); document.write('<\/a>'); //-->\n This email address is being protected from spambots. You need JavaScript enabled to view it. .

Source: http://www.berklee.edu/bt/212/entrepreneurial_spirit.html


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