Next week, Indie-Con Australia will convene virtually (4-6 August) for three days of panels and discussion covering a broad range of topics and issues related to the independent music scene.
From panels discussing NFTs, other notable presentations include Deconstructing A&R, Composing Music for Gaming and Sync, Livestreaming Platforms and Licensing, The Journey of a Release, Tech And How It Can Work With Indies, and Music Start Ups And Funding For Labels.Throughout the conference, you can expect to hear from Jaddan Comerford (UNIFIED Music Group), Anthony Zaccaria (Linktree, Bolster) Alison Wenham (Music Credit Fund, AIM, UK), Joshua Simons (Vampr, US), Sarah Guppy (This Much Talent, Gig Life Pro), Luke Burrowes (Guest House, UK) Abel Farre (BMAT), Mark Jowett (Nettwerk Music Group, CA) Jessica Ducrou (Dew Process, Secret Sounds), Clare Smith (Serenade), Linda Bosidis (Mushroom Group) and many more.
Of the other panelists, we had a quick chat with Gemma Colbran (dARTbase.net), Vivienne Mellish (Director of Marketing and Promotions at GYROstream and DistroDirect), Mike Warner (Director of Artist, Label and DSP Relations at Chartmetric) and Jessica Iuliano (Media Arts Lawyers).
Gemma Colbran (dARTbase.net)
The name of the panel you are speaking on: Technology for Indies.Notwithstanding all the challenges brought on by the pandemic, what are some things artists can do to help them build engaged audiences?
Know your audience and be where your audience is. Stay true to things that matter to you and focus on creating.
What have you done differently in the past 12 months to try and find alternative ways to do business given the limitations brought on by the pandemic?
COVID has shone a light on why having digital services for artists to propel and run their careers from is essential. Not only during but beyond this pandemic.
The industry needs a revamp, and Australia is leading the way. There are digital services that are coming out of Australia that will change the way independent artists are seen globally, that will allow artists to remain independent longer and help them keep the focus on the creation.
What words of encouragement would you like to share with artists and labels during this difficult time?
COVID has given us a chance to rebuild an industry the way it should have been built.
Vivienne Mellish (Director of Marketing and Promotions at GYROstream and DistroDirect)
The name of the panel you are speaking on: Different Options for Distribution.Notwithstanding all the challenges brought on by the pandemic, what are some things artists can do to help them build engaged audiences?
Two things that I'm seeing really work well for artists are: 1. Consistency. Talking regularly to your fans. If you post every week, that's fine. If you post every day, that's also fine. If you post multiple times a day, that's also fine. As long as you are consistent, your fans will know what to expect and they will continue to engage.
2. Be authentic. In the pandemic, if your content isn't super polished, people don't care as much as they used to. People want someone to relate to and identify with. Show your true self and be raw. Show both your low points and your high points. People respond to authenticity now, more than ever.
What have you done differently in the past 12 months to try and find alternative ways to do business given the limitations brought on by the pandemic?
With the decimation of the live sector during the pandemic, streaming has been one of the only ways many artists have been able to earn money in the last year and a half. At GYROstream, our focus has really been to boost our support services for AU and NZ-based artists.
With a real focus on artist and independent label support, release cycle education and an expansion of our digital marketing services, we were able to assist hundreds more independent artists with their DIY efforts to get their music heard in more places and increase their revenue in other ways.
We've also boosted our operating system by adding split payments for collaborators and improved artist analytics for improved transparency.
What words of encouragement would you like to share with artists and labels during this difficult time?
It's extremely hard right now. Just know that you are not alone and there's thousands of artists and industry people going through something similar.
There's always someone to talk to whether it be Support Act or your friends, other bands or even our team. Our industry is full of some of the most kind-hearted people and we are all doing what we can to hold each other up and be resilient. We'll come back from this stronger than ever and we can't wait to see you all in the front row soon.
Mike Warner (Director of Artist, Label and DSP Relations at Chartmetric)
The name of the panel you are speaking on: The Journey of a Release.Notwithstanding all the challenges brought on by the pandemic, what are some things artists can do to help them build engaged audiences?
Go live – it allows you to connect with your audience on a much deeper level. You can see messages from them in the chat, call them out by name, share stories and show more of yourself beyond just your music.
Artists have seen significant growth by going live and hanging out with their fans, whether it's chatting, playing video games, painting or performing their own music.
What have you done differently in the past 12 months to try and find alternative ways to do business given the limitations brought on by the pandemic?
Everything moved online, from meetings to performances, conferences and even 'happy hours'.
I made every effort to make myself available for others and made sure I was considerate that despite being at home we all have different schedules, other commitments, challenges to work through.
What words of encouragement would you like to share with artists and labels during this difficult time: Keep releasing music?
I've seen too many artists say that it doesn't feel like the right time to place music right now or they feel like it's not going to reach any ears.
Now, more than ever the world needs music. Music can heal, music can reduce stress and anxiety, music can literally save lives. Whatever you've created, share it with the world and don't sit on it any longer. We are waiting to hear it.
Jessica Iuliano (Media Arts Lawyers)
The name of the panel you are speaking on: Copyright and Neighbouring Rights.Notwithstanding all the challenges brought on by the pandemic, what are some things artists can do to help them build engaged audiences?
Engagement on social media is becoming an increasingly important strategy for artists to reach fans. The lack of live performances/ appearances due to the pandemic means artists are having to get more creative with their content on social media. I've observed artists who have taken lockdown as an opportunity to give fans a more intimate insight into their day-to-day lives as recording artists, and post content which educates and brings attention to the 'behind the scenes' work that goes into pursuing a career in the music industry.
I think it's a great trend to demystify the music industry and highlight the hard work behind each release/ show, and strongly encourage all artists to use the down-time to inspire and engage audiences by authentically communicating their craft and what they love.
What have you done differently in the past 12 months to try and find alternative ways to do business given the limitations brought on by the pandemic?
I think an unintended but welcome consequence of the pandemic is seeing the music industry adapt to embrace new technologies when conducting business.
I don't think technology will ever replace the feeling of live music, but I'm definitely a supporter of a 'hybrid' approach to use technology to enhance music products. As a lawyer, I'm very interested to see how the law develops to navigate the increasing popularity of artists using livestreams, NFTs, and more to get their music into the world.
What words of encouragement would you like to share with artists and labels during this difficult time?
We're all in this together. A silver lining of the pandemic has been the unified response from the industry to support artists and find new ways to reach audiences during this difficult period.
There are still challenges ahead, but I hope the spirit of being one industry that helps and supports each other continues post-COVID.
Indie-Con Australia Conference takes place virtually 4-6 August.
