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Regionalization and the AFM Southwest Region

Paul Sharpe AFM Southwest Region Chairperson; Member of the ITF (Used By Permission)

Regionalization / District Councils

The ITF spent a considerable amount of time studying the idea of Regionalization and the establishment of District Councils to administer these regions.

The concept of AFM Regionalization has roots that date back much earlier than the most recent discussions on AFM restructuring. In 1993, the AFM established a Regionalization Committee in response to a request from the Small Locals Committee. The original idea was for Locals in a particular area to voluntarily create a centralized office from which a professional administrator would perform the administrative tasks common to all Locals. The 1994 AFM Annual Report contained a report of the Regionalization Committee. It concluded that “While many Local Officers were convinced that this approach had merit, no Locals have as yet adopted this concept." More recently; the 1997 AFM Restructuring Committee adopted the following statement: “It is imperative that the International Executive Board create the mechanisms through bylaw revisions that will allow regionalization to happen while respecting the integrity of the local structure.”

The ITF studied materials produced by the AFM Restructuring Committee as well as the vast experiences of the AFM Southwest Region in its deliberation of this concept.

AFM Southwest Region (SWR) Background

The AFM Southwest Regional office (SWR) is located in London, Ontario and serves Local 279 (London), Local 467 (Brantford) and Local 418 (Stratford). It evolved from valuable experience gained by Local 279’s participation in the AFM Organizing and Recruitment program launched in 1995. The following summarizes the Region’s mandate and what has been accomplished to date:

• Support the need for the continuing existence of Locals throughout the Region: The SWR started with a very honest evaluation of each Local's ability to provide the necessary "basic" membership services and offered direct assistance in meeting those needs. Much of the early resistance to Regional participation came from the belief that the concept was developed to “take away their Locals.” The Region further identified that previous attempts at mergers and assignments in the geographical area had not been successful. Former AFM members attending "Open Informational Meetings" told committees time and time again that they felt a loss of identity when their home Local ceased to exist. The current Regional Board concedes that professionally staffed Regional AFM Locals may be the required norm in the future. They feel the establishment of Regional Offices in support of the Locals is the required "first step" in this possible evolutionary process.

• Organize musicians in the Concert/Club/Miscellaneous fields as well as Symphonic, Theatre and Recording: The Region has identified possible targets of organizing campaigns in each Local and in each area mentioned above. It continues to gather and maintain data on these targets for use in the future. The Region desperately requires a fully trained organizer to proceed any further with this project.

• Assist in the negotiation and servicing of Regional Locals’ Collective Bargaining Agreements: Information and data is exchanged and discussed at monthly Regional Executive Board meetings. Any new areas identified for organizing that present an opportunity for the Local to negotiate an agreement are assisted by the Region.

• Develop programs that will assist in AFM membership retention and expansion: The following programs are held in each Local’s geographical area on a rotational basis.

(i) Regional "Open Informational Meetings" are targeted at former AFM members in an attempt to identify the reasons why they left. Participants are invited to attend from a data list maintained by the Region. They are updated on current AFM/Local programs and policies and are encouraged to re-enter the Federation. If applicable, the Locals openly admit the faults of our past and reinforce the positive changes that are being realized. The Region has been very encouraged with the results of their efforts. It has contributed to a much lower degree of "bad mouthing" by former members and has resulted in many returns to membership.

(ii) Regional “Town Hall” style meetings have been primarily targeted at possible new and current members. They are designed as a street level opportunity to discuss any issues of concern to musicians. They also present the idea of empowering the musicians to find their own solutions to problems with assistance of the AFM. Regular Local membership meetings do not always provide the proper amount of time to explain current Federation and Local programs in detail. These meetings have been instrumental in producing a much more active membership and has contributed positively toward membership retention and expansion.

(iii) Regional “Groundfloor Information Series” seminars were held that featured specific information on popular music industry topics. The first seminars, “Producing Your Own Indie Recordings” were extremely well attended. Panel members included leading professionals from a wide area of the recording industry. They offered their advise and guidance and fielded questions from an enthusiastic audience. Topics included “The Art of Songwriting," “The Recording Session," “AFM Recording Agreements and Contracts," “Manufacturing," “Promotion” and “Distribution." As a direct result of these seminars, the Region has been invited to represent the AFM at other industry sponsored events. It has raised the profile of the AFM considerably among members, non-members and the general music industry.

• The standardization of services available to all AFM members within the region: The Region has developed a long term policy of Local’s standardization of initiation fees, annual dues and work dues. Increased revenues in the smaller Locals will be returned to its members in increased services. Progress has been encouraging. The Region is currently funded by an annual $5.00 per-capita payment from participating Locals and Federation co-funding from its “Club/Casual” budget allocation.

• The establishment and standardization of Regional Booking Referral scales and work dues: All participating Locals have adopted a leader scale of $150.00 and a sideperson scale of $100.00 for all Local or Regional referrals. A uniform 10% work dues is collected on all referrals.

• Develop employment opportunities for AFM members: The Region promotes its Local’s Referral Services through Bell yellow page listings and advertisements in bride/wedding books, event guides, entertainment guides and business/corporate publications. Flyers are sent to associations, service clubs, small businesses and corporations contained in a large data base. The Region targets other trade union organizations with direct mailings on a regular basis. The Region offers Canada wide toll free access to all potential employers. An AFM Regional Website has been established on the “World Wide Web.” This site informs cyberspace visitors about our Booking Referral Programs and how they can take advantage of these services. Local Officers and AFM members can enter information directly into the Regional data base after connecting to the web site. Although every possible style of music is routinely requested and placed, smaller symphonic ensembles have greatly benefited from this service.

• Engage in public relations efforts that will further the best interests of the AFM and its members: The Region maintains a media database that is used to promote a greater awareness of the AFM and attendance at our meetings and seminars. The recent "Groundfloor Information Series" (Making Indie Recordings) focused attention on the AFM's overall role within the music industry. A recent commercial talent directory publication featured over 60% AFM Regional member content. Opportunities are being explored for higher profile public MPTF performances within the Region. A total of five high quality web sites (a sixth is being developed) are maintained by participating Locals and the Region. The Region recently hosted a highly successful 1998 AFM Canadian Conference which enjoyed positive local and national media coverage from newsprint, magazine, radio and television sources.

• Provide ongoing Local Officer training and education: The Region may have achieved its highest degree of success in this area. The Regional Executive Board is comprised of two voting members from each of the participating Locals (elected by their members) and a non-voting Chairperson appointed by the Regional Board. Each month, a full day is dedicated to program development within the Region. A commitment to these ongoing monthly meetings has forced the officers involved to examine some extremely diversified subject matter. A regular part of the meetings has always involved discussions of AFM bylaws, procedures and current events. This regular dialogue has undoubtedly produced more informed and educated officers who return to their Locals better prepared to serve their members. The AFM’s area field representative has been a valuable contributor at these meetings. Locals are also encouraged to invite other members of their organizations to the meetings as observers. The value of these meetings cannot be overstated.

• Support and promote music education within our schools: The Region maintains data on area music educators and helps to organize and promote MPTF co-sponsored concerts in schools.

• Develop stronger relationships with other labour related unions and organizations: Two of the three participating Locals have renewed their affiliation and strong participation in local labour councils. An expanding labour based mailing list maintained by the Region is used to promote the AFM's existence and purpose.

Regionalization / District Council Summary

The ITF developed and thoroughly discussed possible models for AFM mandated regionalization and the establishment of Regional Councils. It did not reach a practical consensus on this issue. The ITF concluded that the concept of a voluntary regionalization structure has the potential for providing cost effective solutions to common problems faced by Locals that are geographically close to one another. It felt that much could be accomplished by the sharing of resources throughout a region that might otherwise be very difficult and costly for any single Local to initiate. The ITF could not identify any current AFM Bylaw that would prohibit Locals from establishing voluntary regional structures. The ITF recommends that the Federation should more actively promote and encourage the formation of this type of structure.

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