Avalon started in the business 15 years ago as a studio engineer and went on to produce records. He has also composed soundtracks for several independent films and now consults for artist managers, record labels, and investors.
Avalon examines the various stages of the record deal. He explains the role of each person involved and suggests what that person's self-interest is. He also contrasts the differences among deals at the major labels, independents, and vanity labels, and he discusses "baby" deals between artists and production companies. Avalon's final cut is a medley of stories, rumors, and myths about ways people can be or have been "ripped-off." Though sometimes too blunt, Avalon provides a caveat that novices could miss out on elsewhere.