I’m sure you’ve heard someone emphasizing the importance of networking in the music industry. Well, it’s true – most opportunities come from personal connections that you cultivate. So before you bulk email the A&R reps at every major label, try to put the importance of networking into perspective. The big labels and publishing companies may have the resources to promote you, but they probably won’t even see your email among the thousands of others they receive. Instead, start local and personal and work up from there.
As an indie musician, networking is your ladder to success. At the top of the ladder are the big-shot sponsors and music business professionals that work at major labels, large management firms, and publishing companies. At the bottom of the ladder is you and your local club owner, a small business in your city looking to run a TV or radio ad with music, and the producer who works in the local studio. You cannot reach the big connections up top unless you first develop your local connections. And many time these seemingly small connections can end up being far more valuable than you would think!
No matter how many times the word networking is driven into our heads, we sometimes get overwhelmed with internal tasks like posting to social media or playing a great gig that we forget to take the time and introduce ourselves. It doesn’t have to be a big ordeal. You don’t need a big speech or a prepared pitch. Just get into the habit of introducing yourself to one person at every show you play or at every studio you record in. Talk to the guy in charge of the soundboard, maybe he loved your show and wants to produce your next album. You can introduce yourself to a filmmaker or photographer at a local film festival or convention. In the future you might go to them for help with a music video or a band photo shoot or even work with them on a film score.
Download my most popular ebook, Hack the Music Business, for free and get more indie musician strategies and case studies.
Your networking also shouldn’t be reserved for industry professionals like managers and agents. Take every opportunity to introduce yourself to other bands and other people and begin what could become a long-term connection. Remember, networking is a two-way relationship, and collaboration is usually the best way to promote this win-win situation. If you collaborate on a show, a song, or a recording, both of you will be exposed to the other’s fanbase!
Always remember to give before you ask. Do something for someone and they will remember you. If you want people to care about you, start by helping them in some way to get a relationship started.
To see some real networking in action, let’s look at Nashville-based indie rock group, Vinyl Thief. The band released their first EP, Control, in 2010 but were disappointed in the results. They called on a former high school classmate, now music marketing graduate, Wes Davenport, who reconnected with the band and offered his assistance. Davenport was brought on to the team and started working on improving their marketing efforts. Davenport helped the band set trackable goals and helped them grow their fanbase through the digital releases of single, White Light, and second EP, Rebel Hill.
Valuable connections in the music industry can come from places you least expect. More times than not, the connections that will really progress your career are the ones you don’t even notice at first – the friend from high school who majored in business, the local club owner, or the soundboard guy at your local venue. These people are the people who may be passionate about you and your music – and you never know how their careers are going to progress.
Want to know the other 9 musician mistakes?
- You Don’t Have a Plan
- You Aren’t Leveraging Copyright
- You Skip Time Management
- You Don’t Have a Team
- You Don’t Focus on a Niche
- You Don’t Let Your Fans Market
- You Don’t Have a Brand Strategy
- You Overuse Free Music
- You Don’t React to Opportunity
Don’t disregard the seemingly little connections! People you meet may work their way up the ladder and you may run into them in the future without expecting it. In the New Artist Model online course we show you the power of networking and teach you ways to get yourself out there. You will learn how to use collaboration in gigging, songwriting, and recording to grow your fanbase and your career.