Sunday, July 24

"How Music Industry Networking Works"

by Dalena Radabaugh
Entertainment Management
December 19, 2003

Top-network-marketing-company

The key to being successful in the music industry relies heavily on using the correct techniques to network yourself and (or) your artist with the appropriate connections. In this day and age, it's all about who you know. A website titled, "How Stuff Works" describes the proper way to go about making it in the music industry through networking. Here are the main points to consider when networking in the music industry:

The Dos and Don'ts of Networking

Be strategic
Always view situations by thinking about the other person's perspective. When meeting an important person, always ask yourself a few important questions. An example would be, "If you were this person, how would you like to be approached?" Also take into perspective how many people they hand their card out to everyday, and how to increase your chances of being noticed. Be brief in the beginning of the conversation. Let them know exactly what they need to know about yourself and the artist you are managing. After a brief introduction the conversation could last for hours, but even if it doesn't, it is better to have said the important factors instead of wasting their time and yours.

Appreciate assistants
It is very important to never underestimate the power and importance of the assistance of a lower-level person. Sometimes the best way to get a hold of the person you are wanting to reach is by developing a relationship with their assistants. They are the closest connection you have with the person you are trying to reach. The assistant can help immensely by making sure that your information is given more priority on the boss's desk than others. Assistants can be great friends to have, for today's assistants are tomorrow's executives.

Organize your information
Finding a computer program or some sort of method to keep your information organized is a very important step in networking. You will develop many different names for different people in the industry, so be able to keep track of who is a booking agent, CEO, etc. Another great idea is to have a list of people's birthdays, and when it's appropriate, send them a card. It is also a great idea to keep track of their hobbies, family information and names of their assistants.

The appropriate thank you
When someone does a favor for you, or even a nice gesture, don't forget to follow up with the appropriate thank you. In some cases just a card will suffice, but for special occasions, flowers or a bottle of wine are great ways to show your appreciation. This can solidify an excellent future relationship. Be careful when using this tactic, you don't want to look like you are trying too hard. Make sure you actually have a relationship with this person and they will recognize your name.

Communicate Effectively
When just giving information, you do not necessarily need to talk on the phone. Send an email or fax the person the information. This way you are not wasting their time. When you need an answer to a question or you are soliciting an opinion, this is a great time to use the phone. The best way to decipher which method is best is to use your own judgment, for every situation is different.

Targeted Networking
Here is a list of what the members of the music industry are looking for, and a few tips to help the process of networking in each area.  Competition is vital in being successful.  Businesses in the music industry will always be interested in knowing what other companies are interested in your artist, so always keep your options open.  It's very important to stress the word "work" in networking.

  • A&R reps
    Some important things to A&R reps are songs, presentations, appearance, musicianship, performance, vision, personality, popularity and commercial viability. They are the record label talent scouts, thus there are thousands of managers and artists trying to get their attention. When networking with an A&R rep, it is essential to handle the situation correctly. It is important not to call them all the time; being overly pushy will only decrease your chances of recognition. Use your connections within the music industry to contact an A&R rep.
  • Publishers
    Publishers mainly care about songwriting. Many of the same rules used for A&R reps apply to publishers. Your BMI, ASCAP and SESAC artist relations representatives should be informed in this area, and they might be willing to help get you connected with a great publisher.
  • Music lawyers
    The primary concern for music lawyers is your music, your future and interest from other entities in the music business. Asking other bands or managers for recommendations is a great way to go about finding a good music lawyer. If you do not succeed with the first option, always ask for recommendations, and when following up don't forget to include where you received their name.
  • Venues and promoters
    The primary concern of venues and promoters is how many people you will draw in for a show or public appearance. In booking shows, you might be turned down by certain venues, but it never hurts to ask for a reference of where it might be more appropriate to play. This shows your sincerity and interest in performing. Do not include in the conversations how great your artist is. They would rather judge for themselves, or they need to see how many paying customers show up for your artist's show.
  • Music Journalists
    Music journalists are concerned with what makes your artist's story unique. Any writer at a local papers is always approachable, you just have to go about it the right way by using all the dos and don'ts of networking.
  • Record stores and distributors
    The main concern of record stores and distributors is how many records your artist can sell. If you have been successful at selling merchandise at shows and on the Internet, demonstrate this to the people at your local record store. This will improve your chances of the store taking a risk and selling your product or supporting your artist.
  • Networking Resources
    Here are some online resources and magazines that contain information on everything from labels to radio stations to music attorneys.
    • "StarPolish"
    • The Yellow Pages of Rock
    • "Pollstar"
    • Billboard

Adapted from:
Solomon, Michael (2003) "How Music Industry Networking Works," http://entertainment.howstuffworks.com.

 

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