PILOT: ACT 3

PILOT EPISODE PART 1

"Willa's Wardrobe Kick Off Meeting"

ACT 3

 

A team meeting is called at The Seapunk to discuss the latest success of Willa West's new single, City of Angels + Demons and the merchandising strategy for her sold out 2020 World Tour which begins January 20, 2020 so they won't have time to design and develop her own line but they can put their buyers out there to curate available merchandise for Willa's Wardrobe so they can refresh featured products online weekly. In attendance is Mackenzie Mitchell, Alexandra Martinqué, Jackie Lee, Heather Harvey, Staley Styles, Jake Carter, Freddy Rodriguez and CFO Cassandra Ford.

 

ALEXANDRA MARTINIQUÉ
We need to raise $25 Million in brand sponsorships for Willa's Wardrobe to operate the Tour Bus Boutique, online store and produce the television series during the tour. We can set a goal of $5 Million of the first quarter to get started. Jamie Williams will have final say on all of her costumes and wardrobe items used on her tour so I want us to work with major brands to assure that every inch of her body is a billboard while Willa West is on tour.

 

MACKENZIE MITCHELL
Get brand sponsors for cosmetics, fragrance, personal care, hair products, clothing, accessories, shoes, jewelry, and lingerie to curate her entire wardrobe and beauty routine. There are 6 wardrobe changes so we are looking at approximately 10 pieces going on her body for each look, giving you 60 potential brands to sponsor Willa's Wardrobe," Alexandra begins giving the team the merchandising strategy.

 

 

HEATHER HARVEY
Wow. Yes, yes, yes. With beauty we can feature multiple brands for makeup, skincare, fragrance and body. What's the buy in for sponsorship? Will some brands feature more products than others?" Beauty curator, Heather Harvey asks.

 

CASSANDRA FORD

Yes, we have 3 Brand Memberships for Modern Material. Headlining Brand, Opening Brand and Preview Brand. Rates are negotiable based on the marketing reach. The more a brand pays up front for marketing expenses, the less commission we will take per unit in the direct-to-consumer sales.

 

 

MACKENZIE MITCHELL

Think of our Brand Sponsors like a festival. We need several major brands to be headliners to help us fund the production and drive sales volume. Then we'll have a bunch of established brands and indie brands in the mix for an artist's complete wardrobe and personal care shop.

Cassandra pulls out a stack of papers and passes a sheet around to the team. She reminds the team on the video conference to pull up their emails.

 

CASSANDRA FORD

Our Headliner Brand Membership is $5 Million for the complete 2020 Tour. This will guarantee Willa West $1 Million and leaves us $4 Million to put in the production and operations budget for Willa's Wardrobe. We will take a 5% commission per transaction that uses a promotion code

 

Our Opening Brand Membership is $1 Million for the complete 2020 Tour, guaranteeing Willa West $100K. We will take a 10% commission per transaction. Our Preview Brand Membership is $500K which which will either be for a limited selection of merchandise or a limited time. We will take a 15% commission per transaction.

 

STALEY STYLES

What about smaller brands? Can we sell Memberships that don't cost so much?
ALEXANDRA MARTINIQUÉ

Yes however we want to make sure inventory or pre-orders can sustain high volume on such a big tour. We'll have other opportunities for smaller brands and bands. Once a brand is a member we'll be able to find the right fit with the bands once we know the fan base and the consumer demographic.

 

STALEY STYLES

So indie designers won't really get a big feature on a major artist?

 

MACKENZIE MITCHELL

Not on tour in a music video. We need items that can be produced in high volume for content created by high profile artists. You can run an Instagram promotion with indie brands. Please keep in mind that we don't have investors, we have sponsors for the artists. Brands are paying us to market their products to the artist's fans. We need to make sure our operating costs are covered with their membership fee. Since there will likely be 50 brands sponsoring Willa's Wardrobe, our production costs of $25 Million should easily be covered. 

 

Mackenzie pulls up a powerpoint on the TV screen and shows an image of the website and tour bus boutique. It features business numbers and a curated line plan example of dozens of apparel, accessories, jewelry, hair, makeup, personal care, pet, home and food and beverage products.

 

MACKENZIE MITCHELL

Also keep in mind we don't need to retain the margin for our company, we need to provide our clients with high margins for selling Direct-to-Consumer. We don't have inventory risk, the brands do. They are the ones doing all the work creating the product. Modern Material is providing a marketing + distribution channel through our entertainment clients. 

 

STALEY STYLES

I have a question. Let's say we get 10 beauty brands to be Opening Brand Members and 3 Headliners. That's $25 Million and you haven't even factored in wardrobe memberships or sales commission yet. There are probably 20 people on my team who will be traveling on tour all year so you're looking at about $2 Million if we pay them well. Where's the profit going?

 

Camera pans to the rest of the team nodding at the question. 

 

MACKENZIE MITCHELL

Staley makes a great point. We don't have major expenses outside our production costs, this executive team, e-commerce platform and our tech development. That's why I see so much potential here. Willa is going to have an endorsement deal for every inch of her body times six wardrobe changes and multiple brands being used in her beauty routine. Toss in the furniture she uses, fine jewelry and luxury brands and Modern Material will make her a fortune from her fame.

 

STALEY STYLES

Will the celebrity earn a commission for their sales or get paid an endorsement fee?

 

CASSANDRA FORD

We are still testing the structure. Since our team and the brands are doing all of the work and we are still in the start-up phase of this company, we will just be paying the artist an endorsement fee from the brand's membership. However keep in mind there should be at least 20 brands per major tour included in our production costs that will be shared among all sponsors.

 

MACKENZIE MITCHELL

Our executive team will have a profit sharing bonus and we will give bonuses to our supporting teams whenever we can. Remember...no investors are involved in this company and no corporate greed! So the harder you work, the more money you make!

 

JACKIE LEE

What about our salary? Are we considered a start-up company or can we get paid a competitive salary with a bonus structure? My role isn't measured by sales performance but I'll probably be spending most of my time in China, Vietnam or other third world countries. I hope we have a good travel budget!

 

MACKENZIE MITCHELL

You'll all get paid a salary once the marketing budget is available for production. Until then it's start-up life for all of us. No corporate jet Jackie. Not yet anyways.

Cassandra and I will begin to work out a bonus structure but our goal is to open this avenue up to more than one artist per year. We see all artists becoming a retail distribution channel but that has been a very challenging process in the Boy's Club. Jamie Williams is our friend and colleague so we don't have to convince her of the potential now that Millennial Music Global has made Willa West a pop star to go with her beauty blog followers," Mackenzie answered.

 

ALEXANDRA MARTINIQUÉ

Thomas Christian is going to be pissed when he finds out we outsmarted him. Right now he thinks we've given up. We made up an excuse about the Trade War to get out of the shitty private label deal he wanted to do. He wanted it to be "Willa West's" fashion brand label so they could pass her off as the designer of her own line. The contract gave them control because Millennial Music Global will own the rights to anything her name is printed on. That's why they are pushing private label. The thing is, Willa West would only see a fraction of that money because the label gets it.

 

JAKE CARTER

That sounds like bullshit. Why is a record label getting all of the money from a fashion or beauty deal?

 

MACKENZIE MITCHELL

That's how the music industry was set up once selling records was no longer a viable business. They are basically investors into the artist's career, which is understandable, however they control everting in a 360 deal. That means they will only produce tour merchandise with their approved screen printer. The good news is Millennial's new structure gives an artist 12 months from the day the first single is released to determine if they want to stay signed to the label. The artist still has to pay back the investment but they can leave before the long term contract is binding.

 

Jamie is free to do anything she wants until the deadline. So if she endorses Gucci, Victoria's Secret, Express, All Saints, Kate Spade, NARS, Splat, Carte and twenty other brands in Willa's Wardrobe, Millennial Global can't touch that money....unless she can't pay off her $3 Million investment," Alexandra explained. "If she fails to pay back the investment before the deadline she is bound to a 7 year contract and they will earn 75% of any revenue her fame generates.

 

FREDDY RODRIGUEZ

Wow, that's insane. So they own her then. Is that where the saying comes from? You have to sell your soul to the Devil for a record deal?

 

MACKENZIE MITCHELL

Based on my research online and watching artist interviews on YouTube, yes. That's what the artists are saying as far back as Bob Dylan and Michael Jackson. They can't even quit the business if they aren't happy with their record deal. Even once the album recoups the costs of the advance, the label still controls them. So we have to make sure Jamie can buy her soul back.

 

We can do this. We know how many of our colleagues are losing jobs because retail stores are closing. Touring artists are never going to go out of business. We will start with Willa West and build our strategy from there. We will stay on trend and find the hottest new artists that the labels don't own yet. First we need to get sponsorships from as many brands as possible for Willa's tour.

 

JAKE CARTER

Damn, good point. Has any celebrity had that many endorsement deals at one time?

 

MACKENZIE MITCHELL

Not that we are aware of. Usually there is a competition clause. No deals with brands that compete for the same market. Our business model is different. It's a wardrobe. Some Brand Members can pay a premium to be a category leader with our clients. Like Victoria's Secret is the only lingerie brand for Willa West that we will promote but if Willa wants to hang out after the show and drink a cocktail on the tour bus she can promote whatever brands we stock in her bar. The list is endless.

 

FREDDY RODRIGUEZ

No shit. This is kinda crazy to think about. We could be promoting dozens of products a day. That's a lot of photos we can add to Instagram. Won't fans get sick of it?

 

ALEXANDRA MARTINIQUÉ

Doubtfull. We will be rotating new things in each week during the tour based on the Brand Member's inventory. Do you have any idea how much girls love to shop? Especially things that aren't going to last very long. We have a lot of logistics to manage but the Tour Bus Boutique will serve as our Store Window. No inventory will be taken on the road. Staley will design stunning windows that will be mobile so fans can window shop what they can buy online.

 

JAKE CARTER

This is freaking cool as hell. Thomas is an idiot. I'm glad I don't have to work with that jack ass. He can keep his precious pop star business selling free music videos and tour t-shirts. There are going to be plenty of hot new artists we can jump on after Willa.

 

FREDDY RODRIGUEZ

That's what he said. 

Freddy nods at Jake as if he's going to get some being Mr. Popularity.

 

JAKE CARTER

No more Tinder dates for us.

Jake fist pumps Freddy.

 

 MACKENZIE MITCHELL

Well if anyone can pull this off it will be this team. Thanks for your support everyone. It's been a very tough road these last 4 years. I consider it an education that I didn't have to pay for. I'm not sure anyone from our industry has infiltrated the music industry the way we have.

 

Building a convenient consumer destination is the NUMBER ONE goal here.

 

ALEXANDRA MARTINIQUÉ

Yes, thanks for sticking with us. We know it's been hard to count on us after all of the roadblocks and dead ends. You will all receive a bonus if we meet our sales goal by the end of 2020.

 

 MACKENZIE MITCHELL

Agreed. This is something that has never been done before in the music or entertainment industry. The boys think we are crazy but we weren't stupid enough to sign contracts with them. We have been carefully planning our attack for 4 years now, keeping an eye on the shifts in music technology, social media, retail distribution and the Trade War with China. Our team is ready to graduate from the extensive R&D we've been doing so we can launch this company to disrupt the distribution of material.  It's time the Boys Club gets schooled.

 

STALEY STYLES

Amen. And we'll do it in style.

Staley stands up and takes Mackenzie's hand and gestures her to take a bow with a curtsy.