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Networking in the Music Biz (part one)
It’s Not Only Who You Know...
It is a widely acknowledged truth that networking, the life-blood of any industry is predicated on the clichéd and worn out phrase “It’s who you know”. Clichéd or not, this has
never been more true than how things tend to play out in the music biz.
As an indie artist, while attempting to unleash your talent to an unsuspecting world, it may become clearer that the who you know aspect becomes all the more crucial. According
to acclaimed networking expert Susan Roan, it’s not only who you know, but rather, WHO KNOWS YOU that makes all the difference. This is akin to understanding both sides of
the music industry coin.
Naturally, the progression of thinking is that if you know someone, then naturally they would know about you. One does not necessarily follow the other.
Ask yourself: How many people know about my music outside of family and friends. Of those, how many know you and your music well enough for them to be considered a fan?
I ask you: Have you been playing live anywhere/everywhere you can for maximum exposure in venues such as open mics/jams, charity events, entering contests, showcases and
award shows? (This is assuming you have a great live show oozing with amazing music mixed with undeniable charisma.) Doing these will consistently garner you more people who
want to know and keep knowing you. Remember, just getting people out to a show once does not guarantee a repeat performance on the part of the audience. When you do
those career-building, exposure-rich gigs are you gathering those names as people come in the door for your list, and in turn rewarding these people with preferred fan status?
Having a monthly newsletter keeps you in constant contact with everyone. Even a small tidbit of news to say – “Hey –we’re in the studio and working on some new hot tracks and
working with this amazing producer!” Or, “we’re being interviewed on this station at this time.” It’s always good to see the progression that some of the artists on my list are getting
airplay, songs in T.V. shows or are being interviewed on community and main stream radio , and/or have showcases lined up or are serious contenders at indie awards.
Relationships are built over time. Over time your audience will feel that they do know you.
How many of your fans are forwarding your music links to everyone they know that will direct them to your website or Myspace/Facebook page?
Are you willing to share a venue with other bands who share a similar genre? Their fans may become your fans. Alternate every other set so that there is equal exposure and no
one has to end up with going on at midnight. Here’s a practical equation: one gig divided by 2 bands, multiplied by double the fans = one capacity filled venue (as well as one
happy venue owner.) The buzz will start growing...
Ask yourself: How many industry reps (management, agents, labels etc.) have you contacted to let them know you exist to your now numerous fans flocking to your shows - the
result of all the consistent performing, building and networking? If you’re not making serious coin at least you may be having the priceless experience of putting on a kick-ass
show and having your fan base outgrow the venue capacity. Nothing attracts industry people like a crowd that can’t stay home owing to the irresistible pull of your performances.
It may be prudent to mention here that a lot of the buzz you generate from legions of fans may percolate upward to some industry ears.
Once you’ve established your fan base – the people who know you may end up being the people on the other side of the industry coin. Serious coin at that.
Ellen Drake, Producer of the acclaimed music industry educational forum and networking event The Big Schmooze! can be reached at
www.bigschmooze.ca
It’s Not Only Who You Know...
It is a widely acknowledged truth that networking, the life-blood of any industry is predicated on the clichéd and worn out phrase “It’s who you know”. Clichéd or not, this has
never been more true than how things tend to play out in the music biz.
As an indie artist, while attempting to unleash your talent to an unsuspecting world, it may become clearer that the who you know aspect becomes all the more crucial. According
to acclaimed networking expert Susan Roan, it’s not only who you know, but rather, WHO KNOWS YOU that makes all the difference. This is akin to understanding both sides of
the music industry coin.
Naturally, the progression of thinking is that if you know someone, then naturally they would know about you. One does not necessarily follow the other.
Ask yourself: How many people know about my music outside of family and friends. Of those, how many know you and your music well enough for them to be considered a fan?
I ask you: Have you been playing live anywhere/everywhere you can for maximum exposure in venues such as open mics/jams, charity events, entering contests, showcases and
award shows? (This is assuming you have a great live show oozing with amazing music mixed with undeniable charisma.) Doing these will consistently garner you more people who
want to know and keep knowing you. Remember, just getting people out to a show once does not guarantee a repeat performance on the part of the audience. When you do
those career-building, exposure-rich gigs are you gathering those names as people come in the door for your list, and in turn rewarding these people with preferred fan status?
Having a monthly newsletter keeps you in constant contact with everyone. Even a small tidbit of news to say – “Hey –we’re in the studio and working on some new hot tracks and
working with this amazing producer!” Or, “we’re being interviewed on this station at this time.” It’s always good to see the progression that some of the artists on my list are getting
airplay, songs in T.V. shows or are being interviewed on community and main stream radio , and/or have showcases lined up or are serious contenders at indie awards.
Relationships are built over time. Over time your audience will feel that they do know you.
How many of your fans are forwarding your music links to everyone they know that will direct them to your website or Myspace/Facebook page?
Are you willing to share a venue with other bands who share a similar genre? Their fans may become your fans. Alternate every other set so that there is equal exposure and no
one has to end up with going on at midnight. Here’s a practical equation: one gig divided by 2 bands, multiplied by double the fans = one capacity filled venue (as well as one
happy venue owner.) The buzz will start growing...
Ask yourself: How many industry reps (management, agents, labels etc.) have you contacted to let them know you exist to your now numerous fans flocking to your shows - the
result of all the consistent performing, building and networking? If you’re not making serious coin at least you may be having the priceless experience of putting on a kick-ass
show and having your fan base outgrow the venue capacity. Nothing attracts industry people like a crowd that can’t stay home owing to the irresistible pull of your performances.
It may be prudent to mention here that a lot of the buzz you generate from legions of fans may percolate upward to some industry ears.
Once you’ve established your fan base – the people who know you may end up being the people on the other side of the industry coin. Serious coin at that.
Ellen Drake, Producer of the acclaimed music industry educational forum and networking event The Big Schmooze! can be reached at
www.bigschmooze.ca
