Tees Music Alliance and The Georgian Theatre collaborated on another inspiring music conference. On Point Conference took place on the last Friday of January and inspired me once again as well as connected me to those that inspire me within the northern music industry. The term ‘conference’ might sound intimidating but with a bunch of fantastic professionals and official wingman David Saunders, there’s nothing to be intimidated by.
On the panel about Dual Dynamism several northern industry professionals spoke, Supercat PR’s Matty talked about how it’s important for artists to utilise all social media platforms and to support those that support you in relation to PR specifically. “There’s no right or wrong way, focus on what excites you as a musician.” Radio DJ Shell added to that; “Have a strategy and a plan, block out periods of time for content creation and schedule posts, use the power of a mailing list, and be your authentic self on and offline.” Head of EMI North Scott Lewis highlighted an individual and different approach, “Take a different approach, support each other, and stay true to yourself.” No matter what your social media reach, just having a following most often doesn’t pay the bills, for performing artists live performances, merchandise, and syncs are where the money’s at. Scott continued, “Build a community around you and utilise your friends and family to help you with for example design, photo- and videography. Lean on the fear of missing out and make sure that those who pay for a ticket get a show they won’t soon forget. Make your gigs a social event, an event people want to be at.”
Wipe Out Publishing Marketing Manager Pippa Morgan mentioned the usage of a platform called Archive which pulls footage from social media, as well as a tool to automate direct messages sent to fans. To that, Matty added the data we can pull from streaming platforms, “to have an idea where your fans are based, and your most popular platform will give you an idea of the demographic that enjoys your music and art.” The consensus of this panel came down to how plans can give you a focus, and help you to look back on what you’ve already achieved, making sure you’re not drowning in big hopes and dreams that feel unattainable. On plans, Matty added that they shouldn’t feel like something that could not possibly move or change, but that they give you direction and help you make the most out of for example a new release. “Make sure to have more than one single recorded, so that you’re not stopping and starting continuously. Play as many shows and supports so that you’ll be rehearsed and ready when opportunities come in.”
On the next panel subjects include maintaining momentum, gaining financial stability and taking care of ones well being. A new organisation in the form of BAPAM is introduced to me, next to manager and sync specialist Chelsea Wood, PRS Foundation’s Lloyd Francis, and local artist Nadedja. Nadedja is a great example of an artist who’s been open about managing a work-life-social media balance, “I do what makes me feel good, and focus on a clear goal while trying not to compare myself to others. I choose opportunities that make sense for me and my career.” Chelsea makes sure to know her artists on a personal level when working as an artist manager, “the rat race never stops, so it’s important to zoom out and take time off, even though that might make you miss out on opportunities.” Dan added to that that people, and artists in particular, should act before things get to their worst, if you’re unwell, act, don’t simply push through, because the problem will only get worse.
On maintaining financial stability a common theme was to diversify and multiply income streams, options you have as an artist are to sell merchandise, this could be print on demand to minimise costs, and look at sync opportunities. Chelsea mentioned; “Don’t rely on funding, and think about getting a music lawyer.” Some music lawyers would be happy to work pro bono, and they are well connected within the industry which gives you the opportunity to extend your network. On collaborating with other professionals, audience-member Helen mentioned; “work with people you like and make sure that there is a need for what you’d like to do.” Dan added; “Communicate openly and set boundaries when you’re collaborating. To protect your mental and physical health, reach out to organisations such as Music Minds Matter, and make sure to stretch and warm up before a gig.” To add a last note on maintaining financial stability, Chelsea mentioned to not be afraid of change and to do what works for you as an artist, Lloyd added that PRS supports “risky pivots”, and Nadedja highlighted that not everything has to be for you, and that you have to do what feels comfortable and at the same time excites you.
Conferences might feel overwhelming, but when you take notes, be present, and introduce yourself to new connections, they can make a great deal of difference within your musical, or creative career. On Point Conference, organised by Tees Music Alliance, has always been a favourite, not just because it’s local, but also because of its caliber of speakers. With people that have just graduated, entered the scene, to those having worked within the creative industries for years, they all offer their own experience and perspective, and it’s always exciting and inspiring for me to connect with those that are like-minded and just as passionate as me about working in music.
LLIVELY Music 