In our fast paced world it’s becoming too easy to get caught up in the seemingly ‘instant’ success of others, especially through what is shown on social media. There are a very (very) small number of individuals who may find themselves in the right place at the right time and be pushed straight into the spotlight. However, this is not normal. The normalization of this immediate success online gives a false impression of the real workload, much of which is hidden, that goes into boosting your career in music.
Genuine, authentic connections are key. Connect with fellow musicians, fans and industry professionals. These relationships take time, they must be built on genuine foundations and involve both elements of give and take. Consider how you can help lift others up, as well as growing your own network. Furthermore, maintaining these relationships is an ongoing process. Don’t expect to send a few DMs and have that be the end of it.
The likelihood is that you are already networking to some extent. Social media platforms are useful tools as they enable you to reach (potential) fans across continents and connect with industry professionals you might not otherwise have opportunities to meet. This is where some caution must be exercised. There is an appropriate etiquette to follow.
Be polite and professional in your tone. An unprofessional tone can be off putting and may put a stop to any potential working relationships before they have even started. Consider a reversal of roles – think about the type of tone and attitude displayed through an email that would dissuade you from working with a band. This is not to say that there’s anything wrong with wanting to come across with a friendly manner, but be mindful of appearing overly familiar, for example, with a new contact.
Be respectful of any boundaries, both in person and online. For example, if a person’s or company’s social media clearly states “no DMs” respect this. The preferred contact methods for different individuals and companies will vary, some are open to social media messages while others are strictly emails only. Do check before contacting to avoid appearing disrespectful.
Be clear with your reason for connecting with an individual, especially with industry professionals. This is particularly important regarding service enquiries or when sending pitches. Many industry workers are inundated with requests and by being clear and concise up front about who you are and what your pitch proposition is, will greatly assist.
Note: Following up with any additional messages or chasers also needs to be carried out with caution. Refrain from sending multiple chasers in quick succession. if a week or two go by with no response to an initial inquiry then a polite chaser is not usually an issue.
Remember your branding as an artist and your understanding of *who* your target audience is – this all feeds into any and all networking activities. Online, use search tools, relevant search terms and hashtags to find those who are within your target demographic, especially when seeking to find and interact with new fans. If you’ve just joined us for this article, take a look at the first blog post in this series, “Taking Your Music To The Next Level”, or if you need a refresher, on how best to find *your* audience.
To reiterate the introduction of this piece, be mindful of deceiving appearances in the online space. Most of the ground work for cultivating a dedicated audience, and building meaningful working relationships, is hidden. It takes time. Instant success is unrealistic, but with consistency, authenticity and dedication, these relationships will grow and will bring real positive impacts.
Read the previous articles in this series:
i. “Taking Your Music To The Next Level”
ii. “Putting Your Best Foot Forward”
If you are interested in our hybrid marketing and PR services, find more information available HERE. For any C Squared inquiries please get in touch with Cori (corinne@csquared.info) or Curtis (curtis@csquared.info) to discuss how we can help.