DIY In Music: Why It Doesn't Work Quite Well

Andrew Apanov's presentation from Berlin Music Week's WORD! 2013 conference.

Transcript

1. DIY In Music Why it doesn’t work quite well.
2. @dottedmusic @matterandrew Ask questions via #dottedmusic
3. Paul, an amateur brewer
4. Paul dreamt about running a successful brewing company
5. One day, the internet has come
6. Everything Paul needed was one click away
7. He could start selling his beer online, too.
8. And so, Paul started his own brewing company...
9. But let’s stop for a second. Just in case you didn’t get the analogy with an independent musician.
10. Mike, an indie musician
11. Mike dreamt about being a successful artist
12. One day, the internet has come...
13. Getting back to Paul, what did he do?
14. Marketing books Accountant Assistant Attorney consultation Blog about brewing beer Partnerships with pubs Bank loan Partner graphic designer Talking to the brand’s fans on social media Bottle openers New gear New beer
16. And what did Mike do?
17. Home recording Music on iTunes / Beatport Songs on Soundcloud Facebook & Twitter updates YouTube videos Music marketing blogs Local shows Website builder Collaboration with a popular local singer New gear
19. What is the difference?
20. Paul is creating a business. Mike is going DIY.
21. The problem is in perception.
22. Paul is doing it for the beer, and his dreams. He knows that achieving his goals requires running a business.
23. Mike is doing it for the music, and his dreams (and beer, probably). He hates the “business.”
24. It doesn’t stop there though...
25. DIY Do It Yourself
26. a) independence from record studios DIY Do It Yourself
27. b) independence from record labels a) independence from record studios DIY Do It Yourself
28. Yourself... seriously?
29. Business is rejected. DIY is misunderstood. And this is what we’ve got:
30. What to do then?
31. DYA Do Your Art
32. and this is the most interesting part... because it's still your very own because it's supposed to be a call to action DO - YOUR - ART -
33. ŷŔŦ©
34. Art is the act of a human being doing generous work, creating something for the first time, touching another person. — Seth Godin ” “
35. Stop separating business, marketing and networking from art (music).
36. Tommy Darker Sidesteps Think Beyond The Band
37. The essence of marketing comes down to communicating your message to people that care, and human communication is art. ” “ — Tommy Darker
38. “MUSICPRENEURSHIP”
39. Learning how the traditional systems work Breaking down their components Simplifying the process
40. Find unique voice Define brand Focus on amplifying the strengths Engage with the audience Build social proof How to stand out?
41. Create a product line (from free to premium) Build a list Once the list is substantial, focus on the experience (the hardcore-fan-only 'product') “Art without market value dies”
44. Define the responsibilities you can do (and do them with passion) Learn the tasks you can do yourself Build the team & outsource Scale up
45. A guy that books gigs. A guy that knows programing. A guy that knows designing. A hardworking guy for everything (could be a manager or intern) A media guy (photos, videos) A guy that can strategize, evangelize and brand. Tommy Darker’s list of essential team members. Who to include in the team?
46. Your turn.
47. Define Your Art.
48. Define Your Art. Do Your Art.
49. Thank you! Send a message via dottedmusic.com/contact for a bunch of free stuff.