Industry Profile: Tod Elmore

Tod Elmore is a partner and co-founder of Sixthman, an Atlanta based events marketing company founded in 2001 that focuses on creating, marketing and developing music-driven lifestyle events with an emphasis on themed cruises. Partnering with fan-oriented artists, high quality resorts and cruise lines and top-rated sponsors, Sixthman has created destination cruise events such as The Rock Boat, Lynyrd Skynyrd's Gimme Three Days Cruise, Barenaked Ladies' Ships and Dip Cruise, and land-based events like Earl Klugh’s A Weekend Of Jazz at The Broadmoor in Colorado Springs, Colo., The Rock Slope, and The First Tee of Augusta (GA) concert during Master’s week.

Tod entered the music industry while at Georgia State University in Atlanta where he worked at its radio station, WRAS-FM, as promotions manager, as well as an assistant store manager for Turtle’s Records. Following graduation in 1989, Tod joined Atlantic Records where he already had an existing relationship through his work with WRAS-FM. The label was in the process of creating a new alternative music division just as Tod was graduating college. He went to work for them right after graduation and was based in Atlanta. He then moved to New York in 1990.

During a seven-year run with Atlantic, five as head of their Alternative Music division, Tod had a hand in breaking Stone Temple Pilots, Collective Soul, Tori Amos, Jewel, Hootie & The Blowfish and others. However, in 1996, Tod became a casualty of the label downsizing. He relocated to Atlanta as head of promotion for Restless Records before founding Wiley Marketing and Promotion in 1998, a music consulting company for independent artists and labels. Wiley helped to break Sixpence None the Richer and Everlast and guided the bands Dexter Freebish, Ingram Hill and Brand New Immortals to record contracts.

In 2000 Tod partnered with Front Row Management founder Andy Levine to form Wiley Music, a street marketing company. Clients included Gavin DeGraw (J Records), Natalie Merchant (Elektra), Butch Walker (Arista), Leann Rimes (Curb) and dozens of independent artists including Will Hoge, Matt Sorum, Flickerstick, Wil Seabrook and Mimi Holland.

“Andy had moved to Atlanta at the same time I was moving back,” explains Tod. “We were introduced by Leslie Fram at 99X and became fast friends and collaborated on a variety of projects before partnering.”

During their Wiley Music partnership, Tod and Levine also partnered in the management efforts of Sister Hazel, who Levine had managed since their formation, as well as Dexter Freebish, Chuck Carrier, Angela Todd and Bain Mattox. In 2001, Tod and Levine officially merged their companies to create Sixthman and shuttered Wiley Music.

That same year saw the first of what has become The Rock Boat, now in its sixth year. Created from the concept of a once-in-a-lifetime experience for a community of fans, The Rock Boat has grown from 400 fans its first year to a full-ship charter that sells out months in advance and has spawned the music/ski festival, The Rock Slope in Steamboat Springs, Colo. Sixthman has also created the annual A Weekend Of Jazz hosted by Earl Klugh at The Broadmoor, and Rock Fore! Dough, a charity concert for The First Tee of Augusta, the charitable organization of the Professional Golf Association (PGA).

With the success of The Rock Boat, Sixthman has added two new cruises to its menu: Barenaked Ladies' Ships and Dip and Lynyrd Skynyrd’s Gimme Three Days. Music themed cruises setting sail to the Caribbean in 2007 include:

With the success of these cruises, Sixthman continues to attract corporate sponsorships from companies such as AirTran, Blue Whale, Rush! Energy Drink, Hertz, Southern Comfort and Hawk Bros. Coffee.

Land-based events include Weekend of Jazz, The Rock Slope, and Rock Fore! Dough.

In 2003, Klugh and Sixthman partnered in “A Weekend of Jazz” at the Broadmoor Resort. The 2003-2005 events sold out and featured artists Chris Botti, Bob James, Joe Sample, Patti Austin, Keiko Matsui, Roberta Flack, Jane Monheit, Chuck Mangione, Michael Franks, Nelson Rangell, and Klugh. Next year’s event is March 8-10, and “promises to be even bigger with an extended weekend of music and some top artists on tap to perform,” Tod notes enthusiastically.

“The Rock Slope” features spring skiing during the day at the Steamboat Ski Resort in Steamboat Springs, Colo., outdoor concerts in the afternoon and evening concerts at the Steamboat Grand Theater. Founded in 2004 by Sixthman and Sister Hazel, artists have included Better Than Ezra, Edwin McCain, Tonic and Pat McGee Band.

Launched in 2005, Sixthman teamed with the PGA’s charity organization, The First Tee. Sixthman worked hand in hand with The First Tee of Augusta, a leading chapter, in its “First Annual Drive for Show, Rock Fore! Dough” benefit. The golf practice facility was turned into a concert venue by bringing in a stage, tents, fencing and of course, great bands. Embraced by the Augusta community, more than 7,000 attended the sold out concert that featured Hootie & the Blowfish, Collective Soul, Better Than Ezra & Emerson Hart. "The 2007 event is guaranteed to be the biggest yet," Tod assures and will take place on Tuesday, April 3.

Tod lives in Atlanta with his wife and young daughter.

How did you come with up with the Sixthman moniker?
It's loosely based on the basketball reference of the sixth man, and how itrelated to our then artist management business. Not a starter but crucial to the success of the team.

How competitive is the music cruise event marketing industry?
There are a handful of other companies providing music themed cruises, but our true competition is with any other fan-based, disposable-income option out there.

What was your reaction when Live Nation entered the themed music cruise ship market?
It validated that we were on to something great. Their model is entirely different than ours, and there's plenty of room for both of us. Sixthman cruise events are all built around being on the ship--the artists with their fans for the entire cruise -- while Live Nation takes fans on a cruise ship to see a superstar artist at a port destination.

Are some of the bands partners in the different cruises, like Sister Hazel and Earl Klugh?
Sister Hazel is a partner in The Rock Boat, and Earl Klugh is a partner in A Weekend Of Jazz, but our other relationships are based on a traditional promoter model. That being said, we do partner with the host artist in the sense that they participate in the marketing and promotion of the event, and they play a significant host role on the cruise.

Why did you decide to do some land-based festivals?
All of our land-based events were created from different paths, but they started with The Rock Slope which came to life because one of our guests on The Rock Boat said, “Hey, you should take this concept to a ski resort.” So we did. Rock Fore! Dough in Augusta is more of a standard one-day concert. We're in conversation with other charities to help them produce stand alone events.

What makes a good music cruise?
What makes our events so special is that it’s all about the bands and their fans. There is no middle man so to speak. The truly unique artist collaborations that happen on the ship will probably never happen anywhere else. And lastly, it’s the community of people. No where else will you find the family of people that get together to share an experience like one of our cruises.

Are you looking to do more music cruises?
We're currently working on our January 2008 programs which, if we pull if off, will be five full-ship charters, including one that while still based on a “community of fans” concept, will not be a music cruise. The best bands for our events are those that have a personal relationship with their fans, and who want to reward them with a unique, up-close experience.

Are band generally accepting the concept of being holed up on a boat?
Some are and some aren’t. If the band doesn’t buy in to the concept, then we simply move on. Our model is such that the artist has to be on the boat.

Do some of your cruises contain a land based concert in a port city or isolated beach environment?
We haven’t done that in the past, and have no plans to do that with our 2007 or tentative 2008 programs, but that’s not to say that we never would. We do host beach parties at some of our port destinations which are built more around the guests having a common activity than they're a land-based concert.

Where do you see Sixthman five years from now?
As the premier community-based, themed cruise/experience company in America.

First concert attended
Kiss/Uriah Heep at Macon Coliseum, Macon, Ga. in 1976.

First concert worked
Promoter (WRAS-FM) for The Smiths at Fox Theatre in Atlanta, 1987.

First industry job
Clerk at Turtle’s Records in Atlanta.

Career highlights
I had several Top 10 records while head of alternative promotion at Atlantic Records; breaking Jewel after a year-and-a-half (1995-1996); helping independent labels Tommy Boy and Squint break Everlast and Sixpence None The Richer; creating Sixthman; helping to raise more than $60,000 for Hurricane Relief after Katrina cancelled The Rock Boat 2005.

Career disappointments
Many, many songs during my promotion career that I thought were hits that never made it and having to cancel The Rock Boat 2005 after Katrina wiped out New Orleans.

Greatest challenge
Convincing sponsors to look beyond CPMs (Cost Per Thousand) -- a traditional way for brands to place value on a sponsorship) as it relates to our events.

Best business decision
Buying our office building.

Best advice you received
Be your own boss.

Best advice to offer
Call your mother.

Most memorable industry experience
Teaching Sinead O’Connor how to bowl. In 1992 there was a club in New Jersey called The Fast Lane in Asbury Park, NJ that had a music venue attached to a bowling alley. Sinead sang vocals on a Jah Wobble album I was promoting, and she made a guest appearance at his show.

Favorite team
Atlanta Braves. I’m a lifetime fan through thick and thin including a pretty thin 2006.

Favorite restaurant
Ruth’s Chris Steak House, Atlanta--or anywhere there is one.

Favorite hotel
Steamboat Grand in Steamboat Springs, Colo.

What friends would be surprised to learn about you
That my father-in-law is an Army two-star general.

Industry pet peeve
People who pass the buck.

Office paraphernalia
Original artwork by my 4-year-old daughter, Olivia.

If I wasn't doing this, I would be...
… a computer geek.

Industry mentor
Steve Jones.

Tod can be reached at: 404-525-0222; e-mail: todelmore@sixthman.net