When Nightclub & Bar asked, “Rob, what is cutting edge and innovative? What is going to put our readers ahead of the competition?”, only the truth could set me free.
    I could only hold out for so long, keeping to myself what I believe is the Holy Grail of marketing and promotion. You see, all this time I have been using it, but I have just been plain stingy with it. Well, it’s not a secret; certainly bars and clubs nationwide have begun to tap into it, but too many are passing up — perhaps unknowingly — a totally free and uniquely beneficial marketing tool.
    It’s MySpace.com, and it’s something I ignored for too long, refusing to listen to non-operators who recommended I use it. I could spend pages explaining exactly how it works, but when you get there it will explain itself. Imagine being able to choose your demographic of customer and get them all of the information about your nightclub, bar, promotion or event. Imagine choosing only people who are 21 and older from your part of town or city. Imagine having them at your fingertips every day and them seeing what you are doing for events and promotion at all times. Imagine seeing them and knowing who their friends are and what they like and look like. Imagine being friends with hundreds and thousands of customers? Welcome to MySpace.
    It’s a Web site that is for making friends, business networking, and, if you so choose, dating. MySpace began in September of 2003 and presently has more than 73 million users today, and in the United States alone, MySpace is growing by 270,000 new members daily — yes, daily.
    For those of you who have heard of MySpace or who are actual MySpacers, this gets better. And for those of you who are wise and who will visit MySpace but just don’t get what MySpace is yet, this is an unrealized treat. I spoke with MySpace’s marketing, promotion and events guru, Ted Skillet, who has been with MySpace since the beginning, and if we are comparing MySpace to Microsoft, Ted is equivalent to Bill Gates’ right-hand man.

NCB: Is your name really Ted Skillet?
Ted Skillet: No, when I was younger my friends said that the back of my head was flat, so they would say it was flat as a skillet. It just stuck.

NCB: Where do you see MySpace in three years?
TS: Honestly? I’m scared to see where MySpace will be in three years. It’s unimaginable.

NCB: What do you do for MySpace?
TS: I handle all the events and parties for MySpace.

NCB: Your events are sold out and have a huge following and incredible demand. Can anyone just request a MySpace party/event?
TS: Not really. We are very selective and almost have to choose you, but readers can see what we’re doing if they check out my profile at myspace.com/Tedskillet.

NCB: If you could tell our readers anything about promotions or events, what would you advise them?
TS: You must have a hook to your promotion — not necessarily something different, but quality. Give them a good product (with) good show presentation and personality, something they would come into their own establishment for. But have something good to give them for their money. 

NCB: What would you tell one of our old school readers that do not believe in the Internet for promotion?
TS: Do not be afraid of change. Embrace it! Ask yourself if traditional radio and television are really working, and for that matter, are flyers really working? The market is saturated with that. MySpace is direct to the person in a personal way. Don’t try to avoid.You’re surrounded by it.

NCB: What do you feel is the biggest mistake that promoters, nightclub and bar owners and management make in the promotions business? 
TS: They forget to ask the people. Promoters fail to simply ask the people that they promote to. What bands/DJs do they listen to? Who do they want to hear? What venue do you like? What drinks are popular or do they like? It’s not what you think; it’s what they think. What part of town do you like? Ask them what works; they’ll tell you. They are the eyes and ears of what is going on, and we simply don’t ask. With MySpace, you can actually do that, and see who you are talking to, but most importantly, get feedback. NCB