Show biz lessons dished out for free

With the voice and attitude of a how-to video host and the knowledge that comes with 10 years in the industry, record producer and Hill House Senior Fellow Lawrence Gelburd presented the "ins and outs" of breaking into the entertainment industry Thursday to a half-dozen students in the Hill House library. In his 13-point discussion, Gelburd provided the wannabe rock stars and producers with a basic overview of what it takes to succeed in one of the most notoriously cutthroat fields. For one, he said he adheres to the age-old adage of, "It's who you know, not what you know." He repeatedly emphasized the importance of making contacts. "Your skills are of no value to you unless people know you have them," Gelburd said. "You need the skills but you also need the networking." He went on to describe in detail how to use publications, internships and industry conferences to gain the knowledge and lingo used in the field, to meet important people and to build the credibility needed to be successful. "If you don't tell everyone you meet you want to be in the entertainment business they can't help you," the record producer said. "Desire is much more important than experience." Tying into this point, Gelburd told students to utilize the huge network of Penn alumni in entertainment. He instructed students to contact them, ask for their help and help them in return. "Always ask yourself the question, 'What can I do for this person?'" Gelburd said. "Just the fact that you cared to think about it and ask will be better for you." Gelburd also stressed the need for persistence. He gave an example of a time, as a student, when he and a group of friends who were writing a paper about a SONY acquisition repeatedly called the company for an interview, and eventually were able to meet the president of SONY USA. By being "bullheaded and persistent," he said he was able to start a personal relationship with an important industry figure. While the tone of the talk was mostly positive, Gelburd did spend some time on difficulties one might face -- not the least of which is the rejection that inevitably occurs. "If repeated rejection is tough for you, either figure out how to face it and deal with it, or find another business," he said. Presenting with Gelburd was Greg Dubrow, another Hill fellow and former member of the "Idle Wilds," a band that was signed to a major record label. Interjecting occasionally with his anecdotes from his own experience, Dubrow said that only 10 percent of all bands get signed, and that on top of that, less than 10 percent of those make any money. At one point, Dubrow described the road to a major label. "What that entailed was playing clubs to nobody for four or five years, putting together singles on our own... basically just working our butts off constantly," he said. After the talk, College freshman Evan Grove, whose band, Tyus, recently signed with an independent label, asked what courses the two presenters thought would be most beneficial. In response, they recommended finding work with the radio station or the Social Planning and Events Committee, or taking any courses involving the legal aspects of entertainment.