Friday 16 March 2012

CULTIVATING RELATIONSHIPS THAT HELP YOUR CAREER.


The music industry is a tough place to be in. We all know that. We also know that it can be ruthless and cold. However, everyone needs a little help now and then, and like I have always been saying, in this industry, relationship is everything. It’s good to have money to spread around and pay for services and probably attempt to buy everyone’s favors, but your money can only take you so far. The relationships you develop and cultivate with people in the industry will open doors and grant you opportunities that your money cannot buy.
As a music publicist and promoter, I have enjoyed tremendous benefits from the relationships I have built and cultivated in the industry over a period of time. And believe me, it makes my job a whole lot easier because I don’t have to struggle to promote artistes or get them the press attention they need.
How do you cultivate relationships then? Very simple, NETWORKING! But before I delve fully into the whole business of networking, let me let you know how important it is to have a good reputation and maintain it. That means you’re going to have to watch your attitude with everyone you meet.  That means that if you are someone who is likable, personable and talented, your reputation will go before you. On the other hand, if you are puffed up, highly egocentric and appear not to give a damn about anyone else, that same reputation will also go before you. So stop and think for a minute, how do you think people in the industry perceive you?
That said; let’s go into the business of networking. WHAT IS NETWORKING?
Networking is nothing more than getting to know people. Whether you realize it or not, you’re already networking every day and everywhere you go.  Networking is you striking up a conversation with a fellow artiste back stage at an event, networking is you introducing yourself to the DJ at the club, Networking is you introducing yourself to the manager of the club and asking if they organise open mic shows, etc.  so trust me, you already know how to network.  All you need to learn is maintaining those contacts and keeping them valid so you can always reach out in your time of need.
Now you also need to know that Networking is most effective when you have a set goals and a clear target. As an upcoming artiste, your major targets basically are promotion, performance opportunities and extensive publicity.  So asking for specific information,  and leads along those lines is much more focused.
So once you’ve made those contacts, here’s how to keep them relevant

1.       BE REAL: No one wants to deal with someone is not true to himself/herself. If you need help, make yourself clear. Trust me, this is not the time to show swag that you don’t have. You don’t have to grovel or lose your dignity, don’t get me wrong, but don’t put up a false impression when all you need is someone to help you. 

2.       BE POLITE: Don’t demand attention from industry people. It never works. I see too many upcoming artistes get turned down because of their terribly rude manner of approach. I see it too often especially on twitter when an artiste will actually “command” me to follow back, or send me an email demanding I do something about their career without expecting to pay for my services.  My dear artiste, hen you’re fortunate to be given the contact of an industry person, politely ask for advice and DO NOT DEMAND for attention or help.

3.       BE CONSIDERATE: You have to be respective of people’s time and not stalk them with phone calls and emails. Even if you do not get swift response, be patient and be polite in your reminders.

4.       BE SPECIFIC AND KNOW WHAT YOU WANT: get your act together and do a little homework. Be prepared to articulate what you’re looking for.  Don’t just ask a general question.  For example: “please help me blow”.  You have to be specific in your request. Is it a reference? An insider’s take on the industry? A referral? An introduction to someone in the industry?  Whatever you want, make sure you’re articulate and be specific.

LAST WORD: Networking is not something that you can rush. Be efficient, focused, but be patient. And in due time, you will begin to see the results.

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