Networking
opportunities – the business side of music By Andre Calilhanna
Like any other business
in the world, the music business is full of people trying to make
a living. Promoters are looking for good acts to promote, booking
agents are looking for an act that will fill their room, managers
are trying to land the next big thing, artists are trying to be heard.
And just like in any other business, the art of meeting, impressing,
befriending, and schmoozing people in the industry is part of what
it takes to get somewhere.
Networking and establishing relationships are integral to success
in music. The irony is that artists are often poorly equipped to do
this sort of work. Part of what makes some artists great is in their
being an outsider, an observer. Other people were born to perform,
and any stage is their forum. The point is, no matter what your personality,
someone from your entourage needs to do the networking.
Recognizing opportunity
There has long been an indie community made up of musicians, promoters,
publicists, managers, manufacturers, press, et. al., and for decades
there have been indie music conferences that pull these factions together
to interact, showcase, learn, and network with each other.
There are also a huge number of other events – awards programs,
showcase series, song contests – and a great many of them provide
serious opportunities and benefits beyond even the stated prize. As
an independent musician, there are a lot of possibilities waiting
outside your door.
Determining which events may be right for you involves research and
investigation. Start with the simple things. Is the event produced
by a reputable company? Are there sponsors on board who give the event
even more credibility? Is it clear what the requirements are and what
the event promises as the prize or finale? Is the entry fee reasonable?
Winning any event or landing a showcase slot can have immediate impact
on your career, and can provide credibility and caché to your
press kit.
Music conferences
Music conferences, without a doubt, are the places where you’ll
find the most opportunities at any one place and time. Traditionally,
music industry types make up the panels – A&R reps, managers,
lawyers – and these people are all out en force to interact
with and instruct anyone seeking their advice. The mood of most conferences
is such that it promotes interaction and a loose atmosphere where
many people who are usually untouchable are within your reach.
The challenge is getting their attention. Rather, the challenge is
holding their attention. If you think about it, these folks are being
bombarded with material from artists all the time. It takes something
special to illicit a response. By attending a conference or two, you
might begin to see what it takes to make an impression.
Even if you don’t leave the show with a potential record deal,
you can hopefully walk away with new insight, fresh ideas, and a renewed
interest. Watch what the buzz bands are doing. See what it is that’s
causing a stir. Try to understand what gives some artists a leg up.
There’s always something to learn.
Landing a showcase is a huge opportunity. Of course, it has as much
potential to be a flop. The only guarantee is that you won’t
be the only game in town. There will probably be 50 other acts performing
that same night, so getting fans and industry to your show is a tough
proposition.
Once again, it gives you the chance to gauge the effectiveness of
your marketing and the potency of your music and act overall. If you
can rise above the fray and get someone’s attention in a conference
atmosphere, you can bet you’ve got something going on.
The bottom line is, no matter what happens for you at a conference,
if you don’t walk away having learned something through attending
panels, watching other performers, and talking to everyone you can
get your hands on, you may not be in the right business.
John Stiernberg’s keys to trade show success Adapted from John Stiernberg’s book, Succeeding In
Music: A Business Handbook for Performers, Songwriters, Agents, Managers,
and Promoters.
Three keys to success at music conferences are planning, presentation,
and follow-up. You need to project a good appearance, have a story
to tell, and leave something behind.
Ask yourself the following questions in advance of the event:
• Who do I want to see? The answer should be both specific (actual
names) and general (profiles or categories).
• How many contacts are realistic? Five? Fifty? Set a realistic
objective in advance and plan your time accordingly.
• How do I measure success? If you’re trying to sell CDs,
set a goal. If you’re playing a showcase, set an attendance
goal. If you’re trying to make contacts or book dates, set goals
for that, too. But don’t forget, it is important to measure
the intangibles like possible long-term alliances or industry buzz
created by your presence.
Your presentation is what people remember you by in a business environment.
• Know your band’s pitch. Are you there to play a show?
Are you promoting an album? Are you scouting for a producer? Find
an interesting way to get your message out.
• Give away material. If you want someone to remember you, give
them something tangible – business cards, press kits, CDs, hats,
shirts, fly swatters, pens – with your name, web site, and logo
on them.
Follow-up is the third essential key to success. There are three time
frames for follow up.
• During the show. Some follow-up occurs before you go home.
You may have second meetings with hot prospects, both in and out of
the exhibit hall. In addition, it is beneficial to make notes on what
you will need to do when you get home, so you don’t forget key
details.
• Upon return. Immediately after you get back home, list and
prioritize your follow up activities. Do you need to make phone calls,
send emails, ship materials?
• Three months later. Trade show veterans get in the habit of
evaluating their results about three months after a show. That is
usually enough time to determine if your show activities have paid
off. Go back to your planning notes and pre-show objectives. What
came true? What didn’t? What will you do differently in the
future? This exercise is key to continuously improving business results.
Music trade shows and conferences are so much fun, it’s tempting
to forget that you are there to do business. The good news is that
you can do both. Here are some tips to help you optimize your business
results.
1. Make appointments. If you know that a key contact is going to be
at the show, try to set up a meeting in advance. If you meet someone
who seems like a worthy prospect, try to make a meeting at a time
and place where you can have a one-on-one interaction away from the
hectic show floor.
2. Be there the whole time. Many conference schedules are organized
with only minimal time conflicts between the exhibits and other activities
like seminars, showcases, open bars, etc. In other words, exhibit
hall time is precious. Plan to work the hall during its full hours
of operation. While you may be able to walk up and down all the aisles
in an hour, it’s the people you contact that keeps things lively
each day.
3. Carry materials with you. Carry your basic business material (cards,
brochures, CDs, etc.) with you at all times. You never know who you
will run into in the aisles or at the bar or concession stand.
4. List your contacts and follow-ups every day. Make a few notes of
who you meet and what follow-up is necessary. Two big advantages:
1) You capture the details while they are still fresh in your mind,
and 2) You jump-start the follow-up process so you can dig in when
you get home.
Other networking opportunities
Song contests, showcase events, band battles… they may all seem
like a one-shot try at a prize, but don’t forget that most of
the time, the people running, scoring, and judging the events are
industry folks who are actively participating in the indie music scene.
Winning or placing in a notable event means the people behind the
scenes liked what they heard, and it invariably looks good as a résumé
highlight. But don’t underestimate the networking value of these
events. Winning, as they say, isn’t everything.
Getting your name and music in events means someone listened to your
music, and there’s a chance they may have liked what they heard,
even if you didn’t end up as the winner. Who knows, you may
run into this person at a music conference, and if you’re doing
your job promoting a showcase, it might be the edge you need to get
them to your show. And people usually travel in groups, which means
other industry types might travel along with them.
It’s really not a far-fetched example. It happens all the time.
While the industry seems large and impersonal, it’s really made
up of people trying to make a living, and if you become a regular
fixture, you’re going to get yourself noticed. At that point,
it’s up to you to make an impression.
It’s up to you to make the right decisions and get your material
in the right places. You have to do your homework. Is it a legitimate
event? Do you have something to bring to the table? Does it fit your
musical style? One factor in success is making the right decisions
and taking the right chances. There’s no secret formula, you
just have to get out there and make something happen.
John Stiernberg's book, Succeeding In Music: A Business Handbook
for Performers, Songwriters, Agents, Managers, and Promoters,
is published by Backbeat Books. For details, visit www.succeedinginmusic.net or e-mail John at askjohn@succeedinginmusic.net.
