Audio Blood Celebrates Their First Birthday
Sari Delmar can consider herself both a music know-it-all and a seasoned journalist, two relatively difficult accomplishments before the age of 30. So, it is no surprise the driven and charismatic Delmar would end up founding Audio Blood: a marketing and publicity company aimed at providing coverage for independent (indie) musicians.
The young, tenacious, and passionate music junkie began her career while in her teens. With a passion for writing and the gift of networking, Delmar says Audio Blood was a project she had been focused on for many years – without even knowing it! “It’s been a long time coming,” she says. “I’ve always been the type of person to make opportunities for myself.”
Delmar isn’t exaggerating when she says she opened a lot of her own doors. While working as a freelance music journalist for Exclaim! and Clash Magazine UK, she was able to create contacts in the entertainment “biz” which included a variety of artists, labels, and other entertainment driven journalists. 
During this same period she created Audio Blood, an online media magazine. Soon the web-based zine began circulation as a small print periodical and quickly grew into a production company (throwing shows in cities like Barrie and Toronto).
But then Delmar started to feel that she had reached her limits as a journalist and recognized a greater passion for public relations putting more emphasis on the publicity aspect of Audio Blood. With her plate full she continued to hold down a number of other positions like Marketing Assistant at Wind-Up Records Canada, Marketing and Sales Representative at Third Estate Merchandise, and Publicity and Promotions Coordinator at Rebel Music. All while keeping Audio Blood going.
By the beginning of 2009, she had left her jobs as a writer and began working full-time as the General Manager for Audio Blood where she is dedicated to building and fostering artists. Delmar says her career swap was not a conscious decision at first, but all fingers pointed her in that direction. “I love music, I love being a part of it all. I like being productive, and if I can help someone then it is the best thing I can do,” she explains.
Getting Audio Blood off the ground was going to be no easy task though. Delmar says it was really intimidating to break away from her journalistic roots and to begin concentrating solely on her marketing skills. Making new contacts, reconnecting with old ones, and finding help at a low cost were the initial priorities on her “To Do” list.
Delmar reached out to smaller media outlets first – outlets like local bloggers, independently owned magazines, and the writers and producers of local radio and TV stations. “Publicity is changing a lot. This day and age any publication can do anything,” Delmar says. “This market is oversaturated…so, bloggers can be a lot more effective.”
Fast-forward 365 days later and now Audio Blood is celebrating their first anniversary. Today, Audio Blood Incorporated includes Audio Blood Booking, Audio Blood Media (PR, marketing, and radio promotion) and Audio Blood management. The company has also managed to create long-lasting relationships with music labels like Wax Records, Wind-Up Records and Nevado Records. “It’s cool and it is scary because I feel like I am in the same place. I am still broke,” laughs Delmar. “But on the other hand I have to think outside of the day to day…the relationships we have built have been worth it. It just feels really cool!”
Artists Audi Blood has marketed have been featured in magazines, appeared on shows like City TV’s “Breakfast Television,” and their faces have been plastered all over the web. Audio Blood has worked alongside indie artists like iTunes top downloaded singer/songwriter Jesse Labelle, Hannah Montana’s Emily Osment, and Corduroy - the band that helped launch the 2009 Toronto International Film Festival.
To officially mark their first year celebration, Audio Blood will be partnering with Third Estate Merchandise, Exclaim!, and AUX TV to host their annual Jingle Bell Rock at the Horseshoe Tavern. Set to hit the stage and headline for the holiday jam includes CBC 3 Radio favourite Oh No Forest Fires, Toronto’s Make Your Exit and Clothes Make the Man (who have also been featured at Edgefest), along with Ottawa-based threesome The Balconies. Delmar says it is going to be a crazy night and she is expecting more than double the crowd that attended last year’s bash. “We’ve really grown and it is going to be the same headlining bands [as last year]!”
Delmar says it has been long hours and a lot of hard relentless work but she has seen progress – progress she is planning on seeing in the years to come. And even though she says she has made a few mistakes along the way, she proudly explains she would not have it any other way. “It’s a learning curve all the time…and I learn by f***ing up,” jokes Delmar.
Check out the Lucid Forge home page for more information about the Audio Blood Inc. Holiday Giveaway. The winner will receive a special Christmas bundle package containing a screen-printed show poster, , tickets to the Jingle Bell Rock show, and a copy of the Balconies’ CDs.
The Horseshoe Tavern (368 Queen St. W, Toronto) is hosting Audio Blood’s Annual Jingle Bell Rock on December12th. The doors open at 9 pm. Cover is $7.
For more information about the bands that will be headlining at this year’s show check out their official Myspace pages:
Oh No Forest Fires: http://www.myspace.com/ohnoforestfires
Make Your Exit: http://www.myspace.com/makeyourexit
The Balconies: http://www.myspace.com/thebalconies
For more information on Audio Blood Incorporated log onto their official site at: www.audioblood.com.
You can also keep up-to-date with AB at:
http://twitter.com/audiobloodmedia
http://www.myspace.com/audiobloodmagazine
Congratulations Audio Blood. Lucid Forge salutes you on your first year anniversary. We look forward to many more years of great success with you!
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