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

267-235-2710brian@weathervanemusic.org

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 brian@weathervanemusic.org

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