Attending a music biz conference? Here's the REAL way to do it....
2008-12-12
Being the cheap music-biz conference slut that I am, I'm often asked my advice for attending a conference. Here it is:
The Tao of promotion: it's about them, not you
You know the way to be interesting to others is to be interested in them. (Why is this so hard for self-promoters to understand?)
So, the week before the conference, read “How to Talk to Anyone” or any book about how to be a great listener.
Then use the conference as your testing ground for your new listening skills. Get extremely interested in those around you. Think like an investigative reporter.
For each person you meet: how can you help them?
Turn to a stranger and say, “Hi. What do you do?”
Ask follow-up questions about how they got into that. What they love and hate about it. Ask why they came to the conference. Talk about non-work-stuff, too!
Notice your similarities. Appreciate your differences. Be very curious about their unique perspective. Learn from it.
Think of how you can help them. If you don't know yet, keep asking questions.
(Sometimes the way to help someone is not what you'd expect! If they are painfully shy, maybe the best way you can help them is by introducing them to the next person you meet, or inviting them to dinner. If they are painfully popular, maybe they need your help to escape the crowd for a little peace and quiet.)
Get their business card. Take notes on the back of it as soon as the conversation is done.
Each night, before bed, enter everyone's info into your computer, including your notes. (Trust me: it only takes 15 minutes, but it's crucial to do it that night before you meet more people the next day!)
Send them one tiny email immediately, connecting the digital you to the physical you. (“Hi John. Nice to meet you today. I'm the one in red who also hates Björk. You were right about the burritos! I still want to see your Malaysia photos. Maybe see you at the wrap-up party tomorrow.”) Your email signature should have your full contact info.
By being sincerely interested in them, and actively trying to help them, they will likely be interested in you, and try to help you.
What about me?
Notice I said nothing about promoting your gig, your band, your service. You have to trust the Tao of promotion. This is about them, not you. Your promotion will come later.
When they do ask about you, have a very (VERY!) short but impressive summary of what you do, with one question-inducing curiosity. (“Songwriter of the Crunchy Frogs - the worst punk bluegrass band ever. We're headlining the showcase tonight. Our singer milks horses.”)
Then seriously, I can't emphasize this enough : SHUT UP after 3 sentences. Please. Stop there. Don't pull out your CD. Don't hand them a flyer. Wait for them to ask, or change the subject back to them if they don't!
DO NOT push your crap on someone who isn't asking for it. It's the biggest turn-off of all. Because it shows you don't understand the real point, which is...
REAL business is done in the follow-up, NOT the conference itself!
The conference itself is a mad blitz of distractions. Only use it for these initial connections, as described above.
Assume that anything you hand someone at a conference will be thrown out. So don't do it, unless they ask.
Instead, if you want them to have something of yours, send it to them separately, afterwards.
The best time to get down to business is when they're alone, back at their desk, a week or two after the conference, undistracted, and can give you their full one-on-one attention.
That's when you want someone checking out what you have to offer: when they're focused on you - looking at your site.
They'll remember you as incredibly nice and a fascinating conversationalist. When they find out you're also incredibly talented, they'll feel they found you - not bombarded by you. (See “Leave 'em Wanting More”.)
It's ALL about the follow-up
After 15 years of 100-or-so conferences, I can tell you from experience that only about 1% of the people ever follow up. Therefore, 99% of them wasted their time. Please don't be in that 99%.
It's ALL about the follow-up. It's ONLY about the follow-up. Remember this, and you'll do well.
WONDERFUL advice! Derek, high praise for being able to just say it the way it is.
Any VIP at a conference gets his/her arm pulled out of socket by writers and artists tugging on the sleeve for attention and forcing CDs into their hands. How very refreshing it is to have someone make a comment relating to the VIP's last project, or policies, or demonstrate an understanding of what their company ACTUALLY does.
And yes, end-of-day notes are an untapped treasure. Brilliant.
JF
Brilliant! I'm stealing this, lol
This is great advice.
I can definitely see how some of these tips have worked for me in the past and will try some of them I haven't done like the note taking at my next conference.
These can also be applied to any sort of industry social setting like happy hours, mixers and such.
I haven't been to a conference yet but this sounds like such an excellent strategy, and I bet a lot of it applies to just meeting people in general everywhere!
Awesome advice! I wish I had been armed with this information at the last conference we played.
Well put, Derek.
As a panelist at the Taxi Road Rally this year I had plain ol' business cards thrust at me while leaving the stage... I just didn't understand what the point was. Was it my responsibility to follow up with them?!
So many hopeful artists and aspiring writers think they are owed success, that they've just keep being passed over... when people reach out and try to simply be decent, good, genuine human beings they'll be surprised at how quickly calls and emails get returned.
That reminds me... I have a few in my inbox that I haven't gotten back to yet. Argh. Back to it...
I've built my business on many of these principles of which you speak oh wise one
I believe that is why I've been so successful ;)
That and knowing you Derek
And overusing smiley faces
Jennifer Yeko
True Talent Management
www.truetalentmgmt.com
Thanks Derek! Every time I read one of your articles I'm reminded why I keep reading your writing. You know what you're talking about and you reframe things and make me think.
You're right, the last thing these folks need is something else to carry around with them. Or someone else who's expecting them to do all the work.
Thanks again and have a great non-denominational potential holiday period of no specific length.
I finally started using a contact management software (http://highrisehq.com). Now following up is a breeze. ;-)
ari
Excellent read~
I'm thinking about attending an ASCAP Expo. I really need to turn things up~
peace~
Rosendo
Peace Fam. Derek you offered great insight to conversations. Listening is difficult for most b/c we are always ready to share something about ourselves. Its actually easy b/c people love talking about themselves. So ask & get out of the way. Great
I never think about it that way, and then you make it make so much sense. Damn... you rock sir.
great advice & insight, as always, Derek!!!!!!!!! thank you!
Great Advice Derek, every aspect is so right on track-- Thanks for sharing this with artists and labels.
I couldn't agree more. This is a wonderful resource that every musician should read!
Hey Derek -
You are right on the money. You truly have a great talent for promotion. Thank you for sharing again and again your insights and experience in musical promotion with the rest of us who are learning through trial and error.
Course you must have a book in the works called the Sivers Guide to Musical Promotion,right? You should!
Derek-
You've done it again, sir!
Very well said... it's hard to think about all that sometimes....
Kudos, sir!
~Joel
You speak the truth!
I was amazed at the last conference I was at to see the sheer number of people who were doing nothing but handing out CDs without asking what someone did. They would walk up, hand off the CD and keep going.
Whats even more amazing is had they just taken the time to network properly, they probably would have left with great opportunities for media reviews and mixtape placements because all of those people were there.
Music is a business so networking should still involve "Whats In It For Me".
-Eric
Amen brotha! I'm definately in the 1%... and the notes on the back of cards is SO true.. even if it's just a one word memo to yourself!
Nice!really brings it home.I think annother key point is that people have a flexible, organized database for their contacts where they continually take notes.
Derek,
Again, you have hit the nail on the head. I attended the Taxi Road Rally this year, and it was a great conference full of opportunities.
However, I always felt weird when thrusting my CD and card at someone, as if I was doing it all wrong but didn't know why. This is the perfect explanation!
I left the responsibility on the other person to chase me down, rather than leaving them wanting more and then following up and creating a conversation.
The only person who contacted me after the conference was a very nice recording engineer who asked for my card and immediately contacted me like you recommend in this article. And guess what? He has earned my goodwill and loyalty as a result.
Thanks for laying this wisdom on us..
Damian
I used to literally hate the term "marketing." Until I realized that good marketing can actually make me a more interesting, thoughtful, loving person.
(I have a theory that good marketing is actually just becoming who we were meant to be in the first place - someone who cares more about someone else than ourselves!)
Great information for Conference attendees. You are a marketing master!
I remember volunteering for the organization I now run. My volunteer duties included driving the Guests to and from the event. After days of not pitching my material the guests asked me why they hadn't heard anything of mine. They all asked me to give them songs to listen to. I still have a great relationship with many of these people.
By the way, volunteering is a great way to connect with people on a different level. You get back what you give.
ian
I wasted an expensive trip to Memphis Folk Alliance by not keeping good notes and following up. Next conference I'll work a little smarter.
Well you've done it again D. Great advice! (Btw I only go to conferences where I see a white horse parked outside...that's how I know you're there.)
Thanks for confirming what I always knew! "I" was responsible for getting my first major recording deal. "I" invested my funds as part of the initial production prior to being signed to a major deal. "I" have always had to do everything myself...if you want it done right, you'd better! Seasons Greetings Derek!
Silky Waters
Sage Wisdom, Derek. I will try & memorise every word ready for SXSW next March. It will cost us a small fortune to get there from the U.K. so anything that saves us wasting time & energy is welcome.
this is great advice derek for a regular conference. I would love to get your advice on the naca conferences and how you handled your follow up with those. Specifically when you didn't showcase. It definitely helps to make those connections about something other than I am an artist you are a booker... (lots of noise)
But what do you do when you have a list of potential places to perform and you didn't necessarily meet them or give them your music at the conference. I find it really hard to get a dialogue going with any of the student advisors or student bookers - they always have an excuse.
I've talked to other self-represented artists and agents and gotten great (yet conflicting) advice about not leaving messages just calling every day till you reach someone. Or leave a message and an email and call till you reach someone and then be fairly specific and demanding and what you want and when you want it - which is also difficult being the artist to flip that business switch on and talk details.
I feel like I'm ranting here (sorry!) - I would just love to read your specific advice about how to handle the naca/college follow up.
Thanks!
This is great advice not just for conferences. Generally in life aswell
Great advice, Derek! Thank you.
You get back what you give...
Kind greetings from Bosnia.
S.
Derek, couldn't agree more with your strategy - it definitely works!! Thanks for sharing
ah, so we're both Taoists
Great advice for the next Taxi Road Rally ! I've got a year to prepare.
Peace - D
Well, I probably talk too much.
I'm attending the ASCAP I Create Music Expo in the spring in LA, so I'll keep this in mind.
Thanks! Great advice!
It definitely pays to have direction!!! Your advice is appreciated.
You are sooo... smart!
I'm going to be taking in the Junos in Vancouver in March 2009...so this info is going to come in, real handy!
Thanks Derek. :0)
Reassuring to read! I'm not a great self-promoter, so it's much easier for me to get to know someone before ever bringing myself up. Some people around me say "promote yourself! Give that guy in the elevator a CD!" But it always feels wrong for me. I'd rather casually come across him a few times in a friendly manner and then have the subject of my music come up naturally. Good to hear I might be doing it right and not being too shy!
You are an amazing gift. Thank you for the articles!
You are an amazing gift. Thank you for the articles.
Gee I've been doing it right all along. I'm too shy to do it any other way. I will improve the nightly follow up cuase I absolutely lost contacts by waiting to get home. Anyone out there have any recomendations for Royalty accounting software.
Thanks,
John
I had a friend who taught me two important things that I really took to heart. The first thing is that there is such a thing as open mics, for people starting out that don't have a demo, but want to get live experience,-----and the second, which is probably 'as' if not even more important, that listening to the music, before trying to play it is as important as playing it. It's the same thing with anything. Listening is the most important part of any kind of communication. In general your common sense advice like this, for me personally has been invaluable.
Listening to them... I mean, instead of just trying to get them to hear what you're looking for.
Great information and especially the follow up email connection, it really works!
I am attending MIDEM now. The first time I attended was 10 years ago when I ran a very high profile indie label in NYC called Eightball Records (dance/jazz). This is the best advice I've heard so 10 years later I am 100X more productive. Thanks for the tips.
hi Derek,
thanks for responding to my e-mail a few months back and thanks for your helpful attitude. Things are going along well with the new project. By the way our mutual friend Danya River has been creating art(painting)last i heard.
keeping in touch,
-per
This was really one of THE best pieces of advice I have ever received.
Thanks, Derek.
brilliant advice. thanks!
Yup ! It makes perfect sense. Conferences are madly buzzing bees,
hyped up vibes and perhaps even
hyperventilating. Cool,calm receptive souls are greatly appreciated in all the "madness".
Non verbal contact very often goes
a long way....farther than a lot
of bla bla bla.
The follow up in a relaxed vibe
as you say, is the best way to go.
Thanks, Derek for keeping our feet
on the ground.
Spot on Advice Derek as usual. This served me well at my very first NAMM show bacvk in 1996. This sage advice was given to me by my drum teacher at the time who was endorsed by several of the same companies I wanted to endorse and he told me to just meet and greet. Don't bring any packages and just listen, learn and gather information.
Then and only then if I struck a conncetion to follow-up with them 2-3 weeks later via phone and then go from there. Lo and behold it worked and has been working ever since. When you help others it always comes back to you ten fold, but you have to do it with the premise of expecting nothing in return, only to help someone else. It's truly a win win.
Thank you for this. Even though I don't go to conferences, it helps in all facets. All of us have noticed the "It's all about me" syndrome, and how refreshing it is to meet someone who is not (consumed with themselves -- especially artists!(: Since I do notice a little in myself, I've got some work to do!! Thanks again, O man of wisdom!!!
Tom N Tierney
www.myspace.com/tomntierney
Dereck,hello again..I never been to a music conference but it does sound interesting.Maybe someday.The only kind of conference that i was in lasted for three days.I was the only whiteman among them.No it wasnt a black panther party.We were camped next to all the great american chiefs from all the nations.It was amazing what one can learn from listening,small talk,asking questions and just being real.Good people react to honesty no matter what the situation and if one has a product that another can profit from reguarding the music biz conference it could happen or they wouldnt be there.Your quoted percentages seem awful low and being an artist all my life patience isnt my best virtue but maybe some of the reps there possibly feel the same in a positive way.Yes ill try to remember the real way to do this if i ever attend a music biz pow wow.
Great advice and timing, I will be sure to keep this in mind in a couple weeks at NAMM. Happy Holidays!!!
Well, I have to say, this reminds me very well of my experience at Midem in Jan 2008. Excellent advice for newbies!
Well, Derek,
I admit I regularly have behaved in another way to win a greater public (what I have done nevertheless very successfully up till now although my career as an artist indeed isn't very old!) I'm just one of those disagreeable "bombardment"-folks(lol!)- who's always following the motto: 5 % of the bombs will reach their goal so the war is won in the end! I daily write to journalists, possible fans, radios, magazines, newspapers, tv stations and leave behind notes about my music at blogs and social networks in the web! (And I try to make the acquaintance of as many other musicians and artists in the web as possible!) This works indeed, too, as my experiences with it daily show! But you need a relatively big amount of time for this method and a readiness to cope with a more or less big share of frustration, too,- to say it with some other words you must be some relatively relaxed and stable person inwardly or work hard at yourself to become one by and by (what I have done!) - so indeed I would recommend most people the methods you use rather! (If they've got to care for another job in their normal life for example, too!) On the other hand the risk to end up as some pensioner who never has seen the big success as a musician in his life generally is somewhat higher with your method in my eyes! -lol! (Please, don't be angry at me because of this last remark of mine, Derek, which was meant more as a joke but surely has got some truth in it, too!) Yet there is another fact that is speaking in favor of my own method again: I made the acquaintance of many true villains indeed but also of many nice new friends who have grown absolutely dear to me by now!(like you, too, Derek! Remember that I have thrown daily bombs at CD Baby in former times, too!)
Very good blog, although sometimes and only sometimes, to be slightly pushy does no harm as it's the game people coming at conferences are willing to do. But great piece of advice! thanks
www.myspace.com/alixland electro-rock
Perfect!
I love it!
I AM going to read this blog again closer to the conference.
Fabulous.
And...I'm one of those 1%!
My grandfather used to say, "Watch how people treat folks they think can't do them any good. That's shows their true spirit."
I haven't been to a lot of music conferences, but have been to a lot of conferences. It is a great place to observe my grandpa's wisdom, while putting Derek's tips to work.
Thanks brother.
I do agree with it 100%.
Again my experience as a lawyer leads, as it is much broader then the experience I made in producing and promoting music so far.
I made the best lasting clients never speaking about myself and my firm, but speaking about everything else and especially being interested in them.
I guess in music is the very same.
Thank you so much Derek, for awesome advise.
Happy Holidays ;)
"DO NOT push your crap on someone who isn’t asking for it. It’s the biggest turn-off of all"
GMTA
Derek, I've seriously learned more about life, living and the music biz in the past week or so of reading your blog than I have in years.
THANK YOU. Keep it comin'...
Great advice, Derek.
The only point I would add is:
“Get a booth and/or showcase, so you can talk to people at a moment WHEN THEY have CHOSEN to come and ask about what you are offering.”
Thank you very much for the advice Derek.
Here here!
Great advice Derek!
You are so full of it!
Great advice... I mean.
www.BrianAshleyJones.com
Honest, refreshing, inspiring, & down to earth, as usual!
Happy New Years Derek!
Here's a DON'T!
Never write on the business card if it was given to you by a Japanese person.
Their culture places huge emphasis on reputation and identity - and the card is a symbol of this.
Younger people may not be offended but often someone from an older generation may be.
So take a notebook for this purpose.
Otherwise this is all excellent advice. Thanks!
One more thing: say Thank You!
I try to write a little thank you note to the booker/ owner after each gig. Especially if they hadn't attended themselves. Just to let them know one special thing that happened, or if their staff was really on the ball. If the sound person did a great job, making you sound good, say Thank You, and let the boss know. And don't forget to leave a good tip for the wait staff.
Hello Derek, I love your kind of talk Always positive and helpfuland kind Proves you are realy O.K.Enjoy All You Do ---Flo
Tanks.Grazie come sempre dei preziosi insegnamenti e consigli che ci regali.
Thanks Derek! That just laid out my strategy perfectly!
Thanks, awesome knowlege!
Thanks for this article--forwarded to me by a friend on the first day of the Chamber Music America conference. It was great to have a mental framework as I went about meeting so many new people. Thank you!
Agreed on this too -- I get way more gigs/CD sales on following up after I get to know someone, than on shoving a CD in someone's face 30 seconds after meeting them.
Sounds awesome and matches perfectly what I have read about how to treat people, from other sources.
I just read this through again, before going to a 3-day fair - it's not really about music but travel: event organizers, community centers and such, galore, so I should try it.
Thanks Derek!
Thank you Derek for this blog. I too recommend similar approaches for artists when in the conference environment. It irks me that artists constantly give me their Cds, with no background, or relationship with me. They feel I can make them a star or something. I'm not sure. They don't show their intentions. And they don't even ask if i want it. Then sometimes they say "well just take it as a gift". ah thank you. Perhaps you can send it to me back in L.A so I don't have to buy an extra suitcase to lug them all?!!!