Annual ReportFY 2012
WEATHERVANE MUSIC
2
More things like Weathervane need to exist. It’s clear from our culture that we value art, but it’s becoming increasingly difficult to know how to support it. Weathervane makes that possible.
“”Nick Pricipe Port St Willow
Executive Director’s Letter
About Weathervane Music
Flagship Program: Shaking Through
Mission Sucess: 2012 Stats
2012 Financials
How to Help
Staff // Board
4
6
8
14
15
16
18
4
At a Glance
In 2012 we produced 10 stunning episodes of our flagship series Shaking Through.
41,640 people visited our site and viewed
our videos 229,086 times.
We added newsletter subscriber 12,650.
Music Luminaries Sufjan Stevens, Daniel Rossen
(Grizzly Bear) and Adam Granduciel (The War on Drugs) lent their time and talent to further our mission.
We were featured by Pitchfork.com, NPR music,
Stereogum, Spin and other major online publications.
Weathervane Music raised $69,789.94, a 69% increase from 2011.
Executive Director’s Letter
We have completed another incredible year. In 2012, Deputy Director Peter English and I were uplifted, despite the inevitable difficulties that can come with being a new organization in difficult times. But make no doubt about it: in every way, this was our biggest year yet.
Much of 2012 was about refining Weathervane’s organizational structure for greater mission
success. Once a company of all volunteers, we can now pay our small staff. In addition, we’ve
expanded our grant writing efforts, motivated by successes with The Philadelphia Cultural Fund, The Pennsylvania Council on the Arts, The Patriarch Foundation, The Muse Educa-tional Foundation and The Samuel S. Fels Fund.
For our flagship program, Shaking Through, we were able to collaborate with amazing curators
and guest performers. The participation of people like Grizzly Bear’s Daniel Rossen, The War
on Drugs’ Adam Granduciel and legendary singer-songwriter Sufjan Stevens was monumen-
tal in spreading the word about the series. Our newsletter readership alone has expanded by
120%! In 2012 we also wrapped up our partnership with local radio station WXPN. It was an
excellent partnership, and we are truly grateful. But now is our time. We are ready and energized
to produce this acclaimed series on our own in 2013.
The ability to create these community enhancing projects comes from you, the Weathervane
Community. You are a special brand who not only love music, but wishes to play a greater role in
its creation. You eagerly seek progressive approaches to the future of music, and will be there in
the front row as it unfolds. The pieces are there, and I personally want to thank you all for help-
ing us pull them together. Thanks for a remarkable year, and here’s to 2013!
Yours,
Brian McTear
Executive Director
& Co-Founder
Weathervane Music
To the Weathervane Music Community,
Working with Weathervane is going to help us dramatically. It brought something out of us that I feel is going to be exclusive. We arrived as amateurs and left as professionals.
“”Luke Jones Dreamers of the Ghetto
7
Weathervane Music was founded to fill a widening
gap in music left by disappearing revenue streams in a
failing music industry. Our approach clarifies the inter-
connection of artists and audiences, while our projects
strengthen the independent music community, which
despite the challenges of today is still thriving. Ideally,
the work we do today will yield new models for music
and all arts and culture.
Weathervane’s greatest strengths are its mission, the
quality of its programming and curation, our location
in the Philadelphia region, and our developing business
model that reflects our unique position in the new
music ecosystem. We have a fresh and innovative
perspective on the role that nonprofits can play in new
music, one that continues to garner praise from both
local and national media outlets.
mission is to create projects that
advance independent music and
the community that surrounds it.
We believe a healthy music ecosystem is one where audience and artists are equally committed and equally important to bringing music to our culture.
Weathervane Music’s
Shaking Through is a documentary series about the Birth of a Song. Each year we give 10 emerging musicians a challenge:
From first take to final mix. No extentions. No safety net.
One song in two days
The Problem: For decades, society relied on the re-
cord industry to invest in and launch new careers. But
since 1999, expectations have reversed: labels EXPECT
bands to pay for recording and every other detail in
their development. This creates enormous hardship
for musicians, risking their personal and financial well-
being, with little chance it will pay off. Result: our
culture loses much of tomorrow’s best music.
Our Solution: Shaking Through is a burst of opportu-
nity in the form of one song, professionally recorded
with exceptional producers, and included in a beauti-
fully shot video series that shares the artists, their vision
and these incredible studio experiences with thousands
of viewers. Widely credited with the breakthrough
success of indie star Sharon Van Etten, this visionary,
community-supported project, has proven to produce
remarkable music and a rare insider’s view on tomor-
row’s great artists.
Opposite Page Top: Tim Showalter from Strand of Oaks lays down the vocals for ‘Spacestations.’ Bottom: Mike Sneeringer from Purling Hiss tracks drums for ‘Lolita.’
9
10
Shaking Through
Shaking Through treats every song like a cross between sanctuaries and stories. For [the Shaking Through crew], this music and the chance to make it seems sacred, each three or four minutes of audio a new chance to put something perfect and daring into the world.
“”
Top: Sufjan Stevens collaborates with artist Cat Martino for her song “I Promise.”
Bottom: Engineer Jonathan Low sits at the console at Miner Street Studios.
This past year we saw some of the biggest names in independent music rally to
our cause. Luminaries such as Sufjan Stevens, Daniel Rossen (Grizzly Bear), Adam Granduciel
(The War on Drugs), Chris Powell (Man Man) and Marissa Nadler all participated as either curators or
guest musicians in episodes of Shaking Through.
Involving these artists produced remarkable
work, provided amazing opportunity for the
musicians they were supporting, and allowed
us to tap into large and unique communities of
fans for each episode. The proof is in the pud-
ding: In the 18 months since January of 2011,
the Weathervane Community grew 312%.
Music community is far more than just musi-
cians. Some of our greatest supporters have
been people who make the instruments
these musicians play - and we’ve found many
of them truly love what Shaking Through is
all about. Individuals at Eastwood Guitars, Electronaut, Telefunken-Elektroakustik,
and ZVex provided exceptional instruments
in 2012 for musicians to use in Shaking
Through. Ecstatic Electric and Studio Logic Sound, both small companies that help
musicians build home studios, each loaned
extremely valuable recording equipment as
well.
12
Top: Shai Halperin of Sweet Lights tracks piano. Middle Row (Left to Right): Daniel Rossen of Grizzly Bear
tracks drums. Mike Polizze of Purling Hiss talks with Adam Granduciel of The War on Drugs. The AEA R44.
Bottom: The lighting set up we used for Faces on Film, dubbed “The Circle of Purity.”
A Perfect Circle
Today music has a supply and demand
problem: there’s way too much music, and
listening alone no longer inspires audiences
to support artists like it used to. The result:
even the best musicians spin their wheels,
and many quit, never to be heard.
But would things change if listeners could
also take part in the creative process? In
2011 we started to share the files from
songs we record for Shaking Through
with fans everywhere - raw guitars,
unprocessed vocals, and drum samples ga-
lore! They scramble them up, make remixes,
some even make their own impressive new
works of art.
In 2012 we created an off-shoot of Shaking Through called “A Perfect Circle” where we release the raw audio from Shaking Through for our audience to remix. The goal is to engage our growing community in new ways through the music we create. If participation is any indication (4,375 people from 93 countries) then we’re on to something....
This cross-cultural and truly educational
project has enlisted 4375 users / support-ers in 93 countries via an unexpected
pathway: their imagination. Young listeners
everywhere can have new views on music,
new incentives to interact with and support
artists, even a sense of “ownership” of the
music they love. That’s what happens when
the listener becomes the creator: It’s “A
Perfect Circle.”
Christopher Neal Instructor, South Plains College
I have the students in my Remixing class working on Shaking Through songs. I
think what you are doing is a great way to get artists the exposure they need,
while producing insight and educational resources that increase the public’s under-
standing and appreciation of music. Keep up the good work!
“
”
Engagement
Tech Crowd
21,137
51
75,053
3,867
1,096
511Raw Audio Downloads
Countries
Forum Thread Views
Tech Subscribers
Forum Thread Comments
Remixes submitted
12,650Newsletter Subscribers
2011: 5,765Growth: 119%
Tech (30%)
General (70%)
Web Traffic
2012
229,086
198,383
41,640
Video Views
Page Views
Unique Visitors
2010 2011 2012
60k
120k
180k
240k
Video Views
Page Views
Unique Visitors
1,765 Likes 1,467 Followers
15
$13,807.00Grants
2011: $5,000Growth: 176%
$24,172.07
2011: $15,770.32
Private Donors: 253
Growth: 53%
Growth: 124%
Donations
Grants Recieved
Patriarch Foundation
Philadelphia Cultural Fund
Pennsylvania Council on the Arts
Donation Sources
Paypal
Kickstarter
Check
25
2208
15%
36%
49%
$69,789.94
2012 Income
69%Growth from 2011
Sources of Income
Corporate Donations
$2,080.00
Donations$24,172.07
Partner/Sponsor$26,000.00
Grants$13,807.00
Licensing$3,730.871,467 Followers
Finances
How to Get Involved
An Executive Producer is the person we have to thank most for the song, the video and the huge artist career opportunity Shaking Through creates. As Executive Producer you experience unparalleled access to a Shaking Through recording session: Meet the artists, engineers and producers who make the music and video. See the re-cording and mixing process in real time PLUS be credited alongside the artist and production staff.
Be an Executive Producer
A Session Replay is a 90 minute recreation of the studio experi-ence from one of our favorite Shaking Through sessions. Hosted by record producer and series creator Brian McTear, Session Replays bring you into the control room--the heart of the recording studio--to rebuild the session right before your eyes. From basic tracks through overdubs we guide you through the recording of a song in a fresh and original way. Short of being there when we hit ‘record,’ there’s nothing like it.
Attend a Session Replay
Become a Member of Weathervane Music
Details to be Announced, October 2012
For any donation, please feel free to contact Brian McTear
WORKPLACE GIVING
Did you know that the company you work for might partici-
pate in a matching gifts program? What this means is that if
you decide to make a gift to Weathervane Music, your
employer will also make a gift, either matching a portion or
the whole thing! This is one of the greatest ways to pack a
punch with your donations.
Help sustain Weathervane Music through the Combined
Federal Campaign, your local United Way, and other work-
place campaigns. If you have any questions about your
employer making a Matching Gift, please call Brian McTear at
267-235-2710, or email [email protected]
MAKE A GIFT IN A LOVED ONE’S NAME
Who in your life do you think of first when it comes to music? Is
your son or daughter a musician? Is he or she aspiring to make
a career of music? Teach them the importance of contributing
to causes they believe in by making a gift in his or her name. All
donor benefits will be extended to your loved one.
WEATHERVANE MUSIC FOUNDERS CIRCLE
The Weathervane Music Founders Circle is a select group of
our most committed supporters, united by their vision and
their investment in the future of Weathervane Music.
This group functions as a donor advisory circle for Brian
McTear, president and executive director of Weathervane
Music, and the Weathervane Board of Directors. One annual
meeting, regular phone briefings, and other communications
allow Founders Circle members to get to know Brian McTear,
Peter English, and Bill Robertson and one another. Found-
ers Circle members commit to a minimum charitable gift of
$7,500 per year.
MAKE AN HONORARY OR MEMORIAL GIFT
Celebrate the lives and achievements of extraordinary individuals
by making gifts in their honor or memory. Simply include infor-
mation on the person you would like to honor or memorialize
when you make your gift and any individuals or organizations that
should be notified of your generous action.
DONATE ONLINE
http://weathervanemusic.org/donate.html
DONATE BY CHECK
Make Check Payable to
“Weathervane Music / Positive Space”
PO BOX 29498
Philadelphia PA, 19125
How to Contribute
Weathervane Music is a project of PositiveSpace, a registered 501(c)(3) non-profit organization, located in Philadelphia, Pennsylvania. Gifts made to Weathervane / PositiveSpace are tax-deductible to the full extent of the law.
McTear is a musician, engineer and record producer from Philadelphia, PA. In 1994, he started
Miner Street Recordings, the recording studio where he does the majority of his work to this
day. In 2002, he was named “Best Producer” by the Philadelphia CityPaper. In 2008, McTear
co-founded the non-profit Weathervane Music to support and advance the work of deserv-
ing independent artists, while creating a healthier, more sustainable music ecosystem. He has
been featured by The Philadelphia Inquirer, NPR News, Independent Film Channel, and count-
less independent music magazines and blogs. He has worked with luminary artists such as
Joan Osborne and Dr. Dog. McTear is a 1991 graduate of The Hill School and attended West
Chester University in Pennsylvania.
Brian McTearExecutive Director & Co-Founder
Bill Robertson is the Secretary and Treasurer
of Weathervane’s Board of Directors, and
co-founder of Weathervane Music. He is
a drummer and non-profit fundraiser from
the Lehigh Valley in Pennsylvania. Currently
Bill is the Director of Alumni Relations at
The Hill School, the private boarding school
where Bill graduate in 1992 and met Brian.
He is also a 1996 graduate of Duke Univer-
sity.
Bill RobertsonCo-Founder
English is a Philadelphia-based film maker, musician, artist, and graphic designer. He has been
serving as the Deputy Director of Weathervane Music since June 2010. As Co-Producer and
Director of Shaking Through, English has focused the series’ stated purpose and messaging,
while raising the quality of video production, site presentation, and online user experience.
This year he received the great distinction of having Shaking Through nominated for Best
Video Series at the 2012 Vimeo Awards. English is a 2006 graduate of Haverford College in
Pennsylvania where he majored in Political Science.
Peter EnglishDeputy Director
Donaruma has worked for Weathervane
Music since April 2011 and has been pivotal
in establishing effective PR and marketing
for Shaking Through. In addition, Donaruma
is an account supervisor at Garfield Group.
He has nine years of experience developing,
managing, and executing public relations
and digital marketing campaigns, and has
led accounts for clients in a variety of fields,
including entertainment technology, rich
media and video delivery, social market
research, and interactive design. His previ-
ous clients include Comcast, Motorola, and
Aweber. Donaruma is a graduate of The
College of New Jersey where he majored in
Public Communication and Marketing.
Matt DonarumaDirector of Marketing & PR
Paul Brown - Drexel University
Allyson Coff - Lehigh University
Erinn Fortson - Full Sail University
Sean Huber - Drexel University
Lynne Krohn - Drexel University
Sean Legnini - Northeastern University
Lauren McAloon - University of Delaware
Nick McCall - Springside Chestnut Hill
Academy
Maren McGlashan - University of North
Carolina, Greensboro
Valerie Rodden - The Hill School
Brooks Ryan - Santa Clara University
InternsSince 2009
Key Staff
Board of Directors
Brian McTear - Founder, Owner at Miner Street Recordings
Bill Robertson - Founder, Director of Alumni Relations at The Hill School
Kristin Thomson - Founder of The Future of Music Coalition, Washington DC
Advisory Council
Ty Burrowbridge - Owner, Faculty Creative
Paul Dickman - Dickman Entertainment Associates / Dickman, Wagman, Hurwitz and Assoc.
Geoff DiMasi - Owner, P’unk Avenue
Gavin Potts - Owner, Faculty Creative
Bruce Warren - Program Director, WXPN, Philadelphia
Andy Weissman - Partner, Union Square Ventures
Andy Williams - Executive Producer, Shooters Post and Transfer
Board
19
Jonny Ollsin of Family Band tracks guitar on “Again.”
Weathervane Music is a project of PositiveSpace, a registered 501(c)(3) non-profit organization, located in Philadelphia, Pennsylvania. Gifts made to Weathervane / PositiveSpace are tax-deductible to the full extent of the law.
Watch episodes of Shaking Through
at shakingthrough.com
Learn more about us at weathervanemusic.org