Ask Ms. Uduak: How do I Network in the Music Industry?
Posted on October 22nd, 2009 by Ms Uduak
“Good morning ma’am, I have started the legal work on my record label, and am just independent for now but am sure I can’t do it all by myself….what I am concerned about is the aspect of networking. I have got a daytime job and I have been thinking how I can get to liase with a few businesses . . . can you help with tips on how to achieve this? ~Regards, Gbenga EW”
“Hi, [I] am an aspiring hip hop producer. I have been doing some work for quite sometime now and I am having difficulties with getting my talent across. I mean it is difficult to make it as a producer without some form of a reputation in the Nigerian Music Industry. Thus my question is how do I expose myself to the industry as a music producer? ~ Haruna D. aka Phatbouy.”
Gbenga and Haruna, you both essentially ask similar questions focused on networking so you can both be successful. Haruna you are right. It is very hard to make it in the music industry (biz), especially if you don’t have the right contacts or reputation. “Wetin man go do if ya papa no be record label owner?” Here we go with some few tips:
Know where to go to find your contacts: In the past, it would have been nearly impossible to get access to the music “shot callers,” much less “yarn” with them. Thankfully in 2009, with the advent of social media like Facebook which has over 200 million users, we can do just that. Facebook is an absolutely FANTASTIC way to get and stay connected to Naija’s music industry decision makers. Here is how to use a tool like Facebook to your benefit:
- Join several Naija music focused groups. On Facebook, for example, you can join Nigerian Music Industry Associations, DJs, and radio station groups and fan pages. These groups, for the most part, allow you to share your work and interact with your peers. Take advantage of them!
- Attend the Networking Events your Facebook groups invite you to: The beauty about joining Facebook Naija music groups is that you will receive invitations to music industry events. Attend these events and be prepared to network. Have your business cards ready. Be friendly and approachable, practice and be clear on what you want to say and how you want to project yourself.
- Attend your Facebook Friends’ Music Events: If you have not been invited to any music events, look to see which events your music friends on Facebook have been invited to. Ask your friends to allow you tag along, attend the event(s) and get to networking
Volunteer: Independent of Facebook, on the ground, Naija these days has so many music events. Many of these events are organized by producers and organizers who could use lots of help. Knock on their doors and find out how you can help. In doing so, you will most likely get a chance to meet some of the industry’s decision makers. Even if you don’t meet them, you get a chance to witness the industry from the inside out, an insight that will be extremely helpful down the line as you network and build your contacts.
Focus on Building Relationships: Be careful not to be all about trying to get to the top you forget the whole point of networking. Networking is about building relationships. Form genuine interest in the personalities you meet and their work. It will go a long way and open a lot more doors than you can imagine.
Know your value: Never underestimate your value. While the business is very much about who you know and who knows you, another important aspect of the music biz is what YOU bring to the table. As part of networking, never underestimate your value. Know your worth. If you are a strong producer, any label or artist that works with you will benefit greatly because your beats coupled with their skills will help put them in the spotlight. Without being arrogant, understand this added value that you bring to the table when you network and ultimately negotiate with industry decisionmakers.
Follow up: You met great people at the music events you attended. Now, follow up. I recommend sending a personal handwritten note or thank you card if, for example, you were introduced to a contact that helped you in a significant way. If it will take days for your recipient to get it, then send an electronic thank you card. Most people don’t think to do basic things like that anymore, so you are sure to stand out.
Finally, to you both, there is a saying to “build and they will come.” There is no excuse not to use FREE social media to get the word out about your work. Set up your Facebook, MySpace, Twitter and Blogger accounts. Upload your work and let everyone know what you are doing, stay consistent, build and the people will come. As you build, be sure to reach out to Bloggers and the Media, particularly Nigerian influential music blogger/media related sites like Not Just Ok. Once one picks it up, the rest usually follow and it creates a viral effect that has many talking about you and your work!
Now go make it happen!
Ms. Uduak Oduok is the President & CEO of Ladybrille Media Group, Inc. She is also an attorney, fashion model and journalist. She has over seventeen years combined experience in the fashion and entertainment industries and will be answering your NOT JUST OK basic Business of Music Questions. Have a question for Ms. Uduak? Send an email to uduak@ladybrille.com with the subject heading “Not Just Ok Music Question.”
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Hi how do we post our songs and video on your widely visited site
Notjustok is widely visit site even by all the artist demself even if dem dey use fake it comment..lol
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this ladybrille is the best thing dat happened to internet,may God bless ur pocket more
u know after reading this all i can say is i wish my mum wuld b as understanding as you are!!! most parents wuld never hear of it that their kids wnt to venture into music………
dat is among d greatest hurdles you can face….. cuz to b frank financially most of ‘em are stable enough to finance at least grassroot promotion and all that…..
well i guess i wuld just have to start making connections nd pray for a break through…..
nd thanks this was very soul lifting *:)*
@Ikejaboy,taking a break from court recess and here I am answering
What I do for Not Just Ok. *Sigh* We have something in common, “Ikeja” my humble beginnings as a child was in Ikeja and I definitely get you on the ground stuff. Your questions and answers below:
As an artiste,what i wanna learn is how to network on ground, to promote your song on radio,clubs.
Traditional way: You make GREAT music that the streets like and hope the streets can demand your music so that DJs will play your songs in the club and radio. Also, in a “man know man” situation, you hope to God somebody can do you a favor and you keep asking and begging for someone to pass your CD to that DJ with the big audience so you can blow up and count your “moolah.” If you have money, you make sample CDS, flyers, posters and walk around neighborhoods giving everyone.Usually, traditionally, ACCESS is the issue. You got quality music but access to the “aje butters” as you put it who truthfully run the show IS the issue. How you can get access becomes THE fundamental and most important question to answer.
NEW METHOD: Great music is still a MUST and ACCESS still an issue. Every major Naija DJ IS on the internet. DJ Mighty Mike, DJ Dee Money, Jimmy Jatt and the list goes on within Naija, Yankee and Jand, these DJs are online and very active online. So,question, how do you access them? Facebook, Myspace. You set your social media sites up, send your music (mp3s)to NotJustOK, Truspot,We run things and all these DJs. The internet and social media creates a democracy. SO, if you are trying to reach the man on the street who could care less about internet, you MUST reach the people who tell the man or woman on the street that your album or music is HOT and play it non-stop in the ears of the man and woman on the street, also known as the INFLUENCERS (DJs, radio, TV, media etc).
Where do you GO to find these people? In person, forget about it. You no go get access unless you are part of the incrowd. Online, it is INSTANT access: Facebook, Myspace, Twitter etc.
For an upcoming artiste, is it right for u to hire a publicist to help promote your song ? or network your self,talk to dj’s directly,presenters,journalists,etc (To even create awareness and let them feel the real u). I pray you understand me!!!
Answer: I understand. Unless you have money, do not hire a publicist. It is too expensive and you cna do it yourself using the same methods they do, see my article on creating media buzz. If you get access to Djs and presenters, sure, talk to them. But, you want them to take you seriously, so there is a fine art to it. Learn how to approach them and most importantly, show them they should want to to get with you by building traction with your fan base. Hope this helps and hope you understand me.
Bottom line, grassroot efforts is always great but the music business is not only about “hustling hard.” It is about hustling SMART.It is what separtes the successful from the less sucessful.
Cheers,
Uduak
My God, I’m speechless,believe or not,I’m copying this right now and saving to my notepad,Very straight forward and ***,I’ll read from time to time, I kind of feel relieved , For the first time,someone gave me an answer which pleases my heart on promotion stuff. U know, i don’t want to rush into something i don’t know about,The talent is there (Pure and real,I no fit lie to my self)I stopped recording songs abt 9 months ago just because of this promotion whala etc because no matter how your song sweet reach , if u no get correct promotional packaging,good team and advisers, your song no dey go anywhere near HIT for 9ja not to talk of africa.
Honestly im inspired and motivated with your write up (And so many other artiste who has read or will read this page,God bless you!!! Please and please , Come up with more topics on Music Business,plssssssssssssss You are on my mentor list now Ma.
Ikejaboy (Adeniyi Jones)
Thanks for this piece I know I think I am applying it ASAP…….
Thanks for the tip Ladybrille, it was quite informative, i mean i had an idea as to the advantages one had using social networks such as facebook etc, but had no idea how to maximize its utility to that effect, thanx again.
Ok oo,nice one,need more exposure,just network to my blog
@benzino and Ikejaboy, the folks who asked the questions have access to the internet so it matters for them and also since they are already in the industry and they are asking how to get their work to industry insiders, tools like Facebook is a sure and tested way within and outside the industry to do so. You should get a book called “Facebook Era” by Clara Shih to see the stats on what FB is doing to both the West and emerging markets like Africa.
Also artist like Da Grin, YQ and so many others have used the power of viral marketing both on the ground and the internet (social media) to get their work known; and so is the many “ogas” in the music biz like Storm, Kennis and so many others that aggressively and actively use social media to market their work to the media and fans and find new talents.
Finally, on the ground with all the many shows going on in Naija and for folks like Gbenga and Haruna who are already setting up shop and geting their businesses going, volunteering to work with events like Nigeria Music Video Awards, Hip Hop Awards, the Future Nigeria and many of the events that are constantly asking for volunteers can only help them. There they can network, meet music colleagues and key decision makers which ultimately is what they are looking to do, per their questions, to help take their business to the next level.
The application of knowledge is power. For those who need it, the information is there, what you do with it, is totally up to you.
Cheers,
Uduak
well said i take back my earlier comment
I really do understand u,Facebook is a lovely and strong way to get your work known out out there,But what im saying is that, the real raw audience and people to buy ur work doesn’t go online to listen to songs like we do (Most people can afford to set up internet at home,They just dont count it necessary),U see,Artiste do promote their song online BUT the break through comes while on street,U can only test your stuff online and see response’s……
As an artiste,what i wanna learn is how to network on ground, to promote your song on radio,clubs.For an upcoming artiste, is it right for u to hire a publicist to help promote your song ? or network your self,talk to dj’s directly,presenters,journalists,etc (To even create awareness and let them feel the real u). I pray you understand me!!!
Besides , You are very intelligent…
Spoken some truth again. Nobody will hold your hand through success, you would need to take risks and make sacrifices. Some tools are even free, take advantage. There are no assurances, these are just tips.
lol ! who she be sef all this 1 no matter for naija!