Entertainment Business Management student Ian McDonell was already leading a complex professional life in San Francisco, from promoter to magazine producer to DJ. And now that he’s at VFS, he’s taken on even more. But Ian’s finding ways to keep his ongoing projects alive while he delves into the one-year EBM program, and he’s already putting to use what he’s learning here.

We caught up with him for some background, and as you’ll see, he has strong opinions about the state of the industry and his motivations for coming to VFS…

For someone who’s pretty established, why on earth are you here?

The short answer is to broaden my horizons, raise my potential pay scale, and get that official piece of paper that the corporate world values so greatly. But how the decision came to be was developed over 8 long years of my career.

I started in the entertainment industry by producing club nights and one-off concert events, raves, hip-hop shows and the like in northern California. After 5 years of operating my production company Compression I had built a reputation that was unsurpassable, a following similar to that of a cult, and processed nearly $2,000,000 in grossed income through my hands. Now that sounds very exciting, and the value attached to it is definitely something to be proud of, but behind the scenes, my end of the year Net, around $50k, did not equal time spent and risks took.

So who was making the money? ‘Cause it sure as f*** wasn’t my partner or me. The performers were definitely making money; from UK Drum & Bass acts bringing in 3-5k for a 2-hour DJ gig, to the mainstream urban performers making 10-40k per gig. What about the outsourced services we used to run our business? Printing, Radio, Distribution, Print advertising, sound, lights, so on…

Interview continues after the jump:

After 5 years, we estimated over half a million spent with Clear Channel related advertising alone. But more than anything the clubs operating their bars were raking in the cash from my hard work and I realized that the real money in event production was selling America’s favorite legal drug, booze. With a mark-up value of 300%, 400%, or sometimes even 700% it became obvious that all this effort was really about selling another drink.

So I sold my company to a couple friends and decided to cut my losses. I would spend the next 3 years working for nightclubs, completely eliminating my personal financial risks and guaranteeing a more consistent income. But the hours were long and the job was hard. Phone is always on, and you work most nights for a possible percentage of door revenue. Once again, it wasn’t adding up. The bars were raking in the cash, while the door would break even. So the inevitable became obvious. Start selling alcohol for a living, or look into new revenue streams.

The idea of pushing legal drugs wasn’t the most exciting possibility, as I had always worked in the industry for my love of the art and culture, not for the bottom line.

And that is where VFS came into play: an outlet for me to navigate down the many streams of revenue I knew were right in front of me, but hidden beneath the surface at the same time. Time for some river rafting, baby!

I understand you’re still keeping ties to San Francisco while you’re in the program. Any challenges there?

While in Vancouver, I continue to operate certain aspects of my business in SF. I think it would actually be harder for me to completely remove those ties, and then continue the relationships I have had for years. Recently, I put together the marketing concept and designed the physical materials for San Francisco club nights Hoodies & Heels, Compression, and Look Out Weekend.

I continue to produce and design a magazine called Versus Magazine SF with my SF-based partner M.G.R. that features artists from all walks of the creative world, music, photography, clothing, design, graffiti, so on.

I also act as an advisor to various production companies and nightclubs regarding talent to book and market potential. The only challenge that continues to arise is getting paid for the work I do. When working in a very close-knit industry with friends of many years, the “favor” card can be played way too often and collecting payment can be awkward.

What drew you from California to VFS, specifically?

I came to VFS specifically because I felt that the EBM program will offer me a wider perspective of the entertainment industry and open doors to greater financial opportunities within the same field I already work in. I also hope to achieve a greater understanding of the legalities of entertainment business, and I felt that VFS presented a very hands-on approach where I would learn ground-floor techniques to better myself.

As far as coming from California to Vancouver for the entertainment industry, I felt like VFS and Vancouver would offer a more down-to-earth environment than the obvious alternative, Los Angeles. When I toured the school, the advisor assigned to me was very much a representation of that laid back West Coast vibe I was looking for, and this made the decision to attend VFS that much stronger.

What are your plans for after graduation? Back to California?

After graduation, I have two obvious options: work for “the man” or start my own business. Either way, I am going to pursue my future in San Francisco more for personal family reasons rather than business. Currently I am writing a business plan for my final project in EBM to assess the market potential to open a Bard development firm in San Francisco.

This is my goal, my intention, and my dream going back to SF, but I am not in a position in life where I can play around. So I am taking advantage of the EBM program final project to predict as best as possible if going into business for myself would be financially feasible and successful enough to support the lifestyle I would like to live.

In solidifying my final project, if it proves to be a risky venture, I will aggressively put myself into the job market, looking for a position in marketing at a Northern California based entertainment company.

What’s your read on Vancouver as a ‘scene’? Not so much compared to SF, I guess, but more – what’s the niche someone with your background and talents could potentially fill here?

I see Vancouver as an extremely young scene with amazing potential for growth. The arts and culture are almost a direct reflection of the major development in the city, ahead of itself, progressing and growing at an overwhelming rate.

The city has some of the greatest nightlife locations with beautiful interiors, great sound and lighting, and lines out the door. The artist, DJs, bands, promoters, boutique stores, and creators of entertainment and urban culture seem to have an amazing energy and talent that’s almost underappreciated. While the vibe, general crowd base, and attendees seem to be fleeting and relatively removed from the culture and arts that nightlife is built from.

I believe that North America and the world will continue to see a growing presence of talent exploding out of Vancouver in the years to come. And hopefully the attendees of the events will become more involved and contribute to the arts rather than only consume them.

Thanks, Ian! To follow Ian’s many, many projects and exploits, check out his site: djhavocsf.com.