KARESSA LANG, BRIDGING THE GAP BETWEEN INDEPENDENT ARTISTS AND RECORD EXECUTIVES By Tiffany Jackson
Karessa Lang
While others are sleeping, Karessa Lang, a Dallas native is up typing, making phone calls across America and planning her day all before 8 a.m. The founder of TRAKO Consultants & Entertainment Marketing understands the importance of staying ahead of the game, which can be contributed to over 20 years of experience in marketing and selling faith-based products. Since developing the company in 2003, Lang remains as a woman who never misses a beat.
“TRAKO was a vision from God 10 years before creation and since then He has made sure that I and TRAKO Consultants remain as an entity with a plan for His people to receive more premise and gain exposure through ministry,” said Lang when asked why she started TRAKO Entertainment. “These artists are placed in front of the right people who can be instrumental in their ministry careers.”
TRAKO Entertainment is a premiere agency specializing in marketing and branding for entertainment properties and consumer products designed to reach the faith-based consumers. Through the company, Lang delivers new and innovative strategies. Combined with seasoned professionals, TRAKO Entertainment provides strategic planning, project management, creations/designs, advertising/copywriting, direct and viral marketing, grassroots, promotions and radio to reach consumers in the gospel and mainstream markets.
A few notable artists and companies that she has worked with include DFW Mass Choir, Darryl Yancey, Gaye Arbuckle, Johnathan Dawson, Witness, Tyscot Record/Broadux Music, Axiom Records and Comin Atcha Music. In addition to the people and companies Lang has worked with, she has also given birth to a new project designed to help independent artists. It is Gospel Search of America (GSA), which made its national debut in 2007. Gospel Search of America is an industry lead national event combined with seminars and a National Talent Search. According to Lang, GSA has become international with support from top record labels and distributors such as EMI/CMG, Zomba/Sony BMG, Tyscot Record, Comin Atcha Distribution, Chez Musique, GMWA/GAG, Bro.Steve Enterprises and Billboard Magazine.
Last October, the two-day event brought thousands under one roof here inside Dallas’s Friendship West Baptist Church with Dr. Frederick D. Haynes III, host pastor. One day consisted of a concert, which featured well-known artists like Byron Cage, Myron Butler & Levi, and Papa San. The seminar held included some of the most influential industry executives like Larry Blackwell, EMI Gospel; Tracey Artis, Zomba/Sony-BMG; producer Sanchez Harley, Chez Musique; Richard Picart, Gospelcity.com; Gordon Ely, Billboard Music Critic; Joe Langham, Comin Atcha Distribution; Bryant Scott of Tyscot Records; Bishop Sam Williams, GMWA/GAG and Steve Harris, Bro.Steve Enterprises.
All of the executives volunteered their service to help the independent artists that attended.
“I was one of the presenters doing the Gospel Search of America 2007 and I talked about National Distribution during two sessions at the workshop and they were well attended,” said Joe Langham, CEO of Comin Atcha Distribution. “Karessa and I have been friends for a while and she had a great vision. I wanted to help her in any way I could without any hesitation. This year I see GSA being even greater. The people really supported it last year.”
Bryant Scott, President of Tyscot Records also shared his joy and support for Gospel Search of America 2007.
“I saw Karessa’s vision and I wanted to give God service,” said Scott. “What Karessa is doing is great and I am happy to be a part of what she is doing.”
GSA was a success. “It is very unusual to be able to get a group of people of that caliber in one place at one time with the same mission, same goals; it was priceless for independent artists to have the opportunity to get up close and personal with these highly sought after industry leaders and executives, the participants were amazed at the opportunity” said Lang. “We had the best of the best and I feel like my life has been expanded because of such kind-hearted people that volunteered their time. I appreciate and, thank God for them.”
Of the 3,000 who inquired, 36 semi-finalists and seven finalists were chosen; Mona Moore of Houston, Texas was crowned as the Gospel Search of America 2007 winner. She exhibited everything that the industry judges were looking for, which included a positive stage presence and notable vocal prowess. Notable Multi-Award Winning Producer Sanchez Harley who was one of the judges stated, “Mona Moore is a seasoned artist with a vocal ID of most producers dream.”
Mona Moore, winner of Gospel Search America.
When asked how she felt after winning, Moore responded, “I felt really great, it was a learning experience. “ It took a lot of preparation mentally and spiritually to get up there but anytime I step on the stage it is to uplift and enlighten people through my ministry.”
Moore says she will continue pursuing gospel music, her duties as a play writer as well as her love for the prison ministry and charities. Lang is working on Moore’s next move, all while preparing for Gospel Search of America 2008, which will be back in Dallas on October 16th-17th.
Moore is one among many independent artists who has release a CD but have been taken advantage of by others in the industry. Lang and her staff are working towards establishing Moore all over again. This is the purpose of TRAKO Entertainment and Gospel Search of America. Other issues that plague independent artist are finance and lack of industry knowledge.
“Many of the artists don’t have a lot of finance and that is why I am glad that God has sent me to people and places where I can make necessary connections,” said Lang.
The seminars help to enrich, encourage and enhance those attending. Artists are taught the importance of an effective Marketing/Promotional Strategy, which are essential to their success. They are also able to get up close and personal with some of the largest record executives throughout the country. So as Lang holds down the fort as that bridge that connects independent artists to understanding the business, learning from label executives, and creating effective Marketing Strategies, TRAKO Entertainment continues to grow.
“I thank God for using TRAKO Entertainment and I to help so many of His people who have a true ministry, but just need a little direction. He has placed the right people in my life and has shown TRAKO Entertainment, Gospel Search of America and I so much favor. It is great watching and being a part of God’s amazing work coming into fruition”, said Lang.
At present, TRAKO Entertainment is vigorously preparing for Gospel Search of America 2008 with even more key industry leaders and executives teaching seminars and sharing experiences. Pre-registration for the Industry Lead Seminars and National Talent Search for aspiring and independent artist begins April 14, 2008. For more information visit www.myspace.com/trakoentertainment ; email: trakolang@yahoo.com or call TRAKO Entertainment @ 214-295-5531.
