This week I took some time out to attend the NZMC “warrant of fitness” seminars. There were 6 seminars covering topics ranging from international touring and the future of the independent labels. All in all I thought it was pretty good and some of the speakers managed to give some practical insight in to some of topics discussed.
I’ve been to a few of these things and they’re usually pretty similar in what they’re trying to achieve and the actual outcome. Most kiwi bands want to find out how to get their music in to overseas markets, they’re looking for specific answers and advice on how to do it and although there are always a few stories about the speakers experiences there aren’t any “answers” for these bands. Why is that?
It seems that one of the most used phrases through all the seminars was “it depends!”. Depends on the band, the country, the music, whether the stars are aligned in Jupiter!! Now this may seem a little vague but I think it is actually an honest answer to very specific questions.
We’d all like to buy the book titled “this is exactly how to make it in the music industry” but as we should all know, it doesn’t exist. There used to be a system by which major labels would attempt to break a band in a country, processes and plans which, if you threw enough money at it could mean that you got enough exposure to sell some records but I think that those days are quickly coming to an end. What I mean is those processes and plans are changing and developing in to something quite specific to the individual band, not just the related genre or country.
You still need a plan but it doesn’t have to be as rigid and cash dependent as it used to be, especially for the indie artist and especially in New Zealand. For most bands this isn’t anything new, you already know this, it was just surprising that the seminars didn’t really get in to any new and innovative ideas about strategies and specifically digital strategies. There were countless questions about this topic with little or no discussion and certainly no answers.
I took note of some of the questions related to the “future of the industry” and “how to get on to hype machine” and I’ll be writing a few posts on those topics. I certainly don’t have all the answers because, well, I’m still working with sites like last.fm and hype machine to see how to get the best from them so I’ll be giving some of my experience, pointing to some really great online articles and generally helping you to work it out for yourself.
I want to thank the NZMC for putting these seminars on as they are really important and always inspire a response from the people attending. Some walk away with some good ideas and others walk away realising that they really have to get out and talk to people and work it out for themselves.
I just wanted to quote Mike Holdsworth when asked about the future of the music industry and independent labels. “It’s currently in a state of flux but it’s a really exciting time!” Mike actually gave out some good information over the last 2 days but this little gem was a classic, thanks for the insight Mike!
I’d love to here what you thought about the seminars and what you got out of it, what topics do you think should be covered by future seminars?
Tags: Industry, labels, music
{ 3 comments… read them below or add one }
Yeah I think it is hard for anyone to grasp how different the types of opportunities that could possibly exist in the future could be BUT no one disagrees that there is more opportunity for artists now then there was.
That doesn’t mean it’s going to be less hard work, and realistically, the toll bar, the payday, the reward, is sitting farther down the line now than it was.
In regards to digital strategies I’m of the belief that those of the traditional music industry mould still have not fully embraced the role of the nerd in the future music industry - most probably because in the future nerds will doing their jobs!
As for hype machine, last.fm etc. the common theme to recognise from what I’ve noticed is that more and more people are using the internet every day, and more and more consumers are coming to grips with these digital tools and thats not a trend that will reverse.
What I’m saying is that it’s going to be so much easier to build an audience and a fanbase when theres 2 billion online as it was when I started and there was only 200 million online, and thats the change I’ve noticed in the last year.
I think the issue thats being skirted around and should be addressed is how to “break” an act, and topics covering everything from basic digital existance for a band all the way to understanding how new - most likely online/digital - revenue models are functioning now and how they will develop.
oh PS bro you got a Google PR3 thats not too shabby.
Thanks for the input Matt, breaking an act is the big topic which most labels and bands want some insight in to. Specifically the online strategies, thinking back on the seminars now Julian Carwell (CSS tour manager) did offer some good old skool advice which carries across in to the digital realm.
Julian really focused on the attitude of your band and making sure that you build contacts and networks where ever you go. He talked about working with people and bands who you admire, respect, have something in common with. This is quite an old skool attitude and really should be applied to anybodies online presence. I know one amazing artists from Wellington who has just got signed to a label in the UK not only because of her music but because she puts herself out there and is always a joy to deal with online.
ps. PR3 after 2 months, buildin and growin!