July 30 music publishing company “Zvuk-M” celebrated its 18-th birthday!

Since the founding of the company for the protection of rights and the promotion of artists, authors and performers, it has earned undisputed authority in the music market and is currently leading in the South of Russia.

During this time, a long way has passed from the publication of audio tapes first, then CDs and DVDs with a selection of clips and concert performances by local artists, to an extensive digital production release.

It seems that quite recently the audience was looking forward to the release of the collections “New Year Light”, “Stars of the Caucasus” and other concerts for which the Sound-M team collected the most popular performers to record and subsequently replicate their songs and videos. These clips then turned all the local channels, these songs sounded from all the cars passing by.

Much time has passed since then, the list of artists has grown significantly, and the volume of products produced by the publishing house is increasing every day. “Zvuk-M” is currently working with performers throughout Russia and the CIS. The quality of music and video products has improved, the range of publishing services has increased significantly.

Thanks to the work of a professional team assembled from experts in various fields, the entire publishing catalog is accessible to listeners in the digital market.

None of the current trends has passed the company, but, nevertheless, there is still a lot of work ahead, because the world is changing rapidly, technologies are improving, and the market, as before, “requires spectacles.”

The head of "Zvuk-M" Mikhail Yugov spoke about how the company was created, what difficulties it had to face, as well as about the work of the publishing house and its plans for the future ...

— Mikhail Yuryevich, tell us how it all began?

— We started with regular production, as contractors. We had production facilities that worked according to orders. But later an idea came to mind, I wondered if national music would enter the market? Will it be in demand? So, in fact, at first everything was intended more as an experiment. We tried it and it was a success!

— 18 years have passed since then. To date, what do you consider the greatest achievement of Zvuk-M?

— The most important thing that the company managed to do was create a market for Caucasian music. Perhaps the concept of “Caucasian music” itself has been used in everyday life before, but we have opened a separate segment under it in show business.
There was a market in which the work of creative people became popular. Now arrangers, clipmakers, authors, performers and musicians could realize their abilities and at the same time receive money for it. Because there was a platform on which all these products were sold. Zvuk-M organized new business opportunities for these profiles.
So the biggest merit of the company is that we have created, promoted and are still promoting the Caucasian music market.

“But there are no success stories without difficulties. What problems did you have to face?

“They arose when we decided to engage in digital sales ourselves. From 2006 to 2011 we worked through Russian intermediaries. In our region there were no specialists who even roughly understood the structure of the digital market. Therefore, watching the work of our Moscow partners, we learned, drew conclusions, took the good and removed the bad.
From 2012 to 2013, active negotiations were held with directors of digital platforms with directors. They were successful, and we began to post our tracks ourselves, began to independently promote our content, and over time, through trial and error, we gained experience and mastered this aspect of publishing.

“Digital sales have certainly opened up new opportunities. Which of the Zvuk-M projects turned out to be the most successful in this regard?

— I can highlight the track and video “To the disco!” What are its advantages? Firstly, we promoted this track and video very persistently and methodically and achieved some success in this. Secondly, the most top Caucasian performers were involved in the project. Thirdly, Sultan Khazhiroko created a very interesting thing - the track itself. And in conclusion, the One Light Studio company, under the leadership of Bisher Yeroko, shot an excellent video, which immediately won the love of the audience. So the success of this project is the result of the work of a huge team, which we still focus on today.

— This is the case with popular artists, but you also promote hundreds of young performers who are just taking their first steps in show business. Tell us, by what criteria do you select musicians?

— For us, all artists are of equal and important importance as people, as creative individuals. We highlight those who highlight us. This means that a lot depends on the person himself: how loyal he is to the company, how willing he is to work on himself, to promote himself with us, to listen to our opinion, to try to make a successful product. Therefore, the main criterion is the desire to become an artist, perseverance and hard work in working on yourself, and we will help with the rest!

— In order to do this kind of work fully, you plan to open your own production center in the future. Please tell us about this and the publishing house’s plans for the future.

— We have big plans: to create a production department that will promote individual projects. This is a slightly different direction. Now Zvuk-M is engaged in digital distribution, but soon there will be even greater opportunities to promote performers from top to bottom.
In addition, we plan to develop a concert activity. Today the company is looking for experienced organizers, directors, distributors in different regions of Russia and the CIS countries throughout the country. Slowly, we carefully study this market and plan to launch such a project in the future.

— We wish you success in these endeavors and once again congratulate you on the company’s birthday! Thank you for the interview.

Artists of the music publishing house congratulated the staff of the company on their birthday. Watch the video!