Building a career in music isn’t just about making a lot of fans and selling a lot of product, but also means business networking to make connections with professional people who can be influential in your developing career, whether it be a manager, booking agent, attorney, etc…. There’s a lot of people and places that say if you are good enough the right people will find you. I find that to be grossly wrong. After all, I can go on Youtube and watch videos of guitarists far more skilled than many that are making millions a year. Talent and skill will only take you so far. In the end, you still have to deal with the aspect of music business networking. Here are ten quick tips on how to improve your networking skills.
1. Be Like ABC. ABC is a sales term for Always Be Closing. Essentially it pushes the idea that you should always be working towards closing that sale. Musicians looking to network and build connections should be applying a similar idea of Always Be Networking. Basically you never really know who you might bump into while grabbing coffee or a burger. You should always be paying attention to any contact you make that could help in your career at some point.
2. Business cards. Even if you are a solo artist you should have business cards if for nothing else than the professional networking aspect of them. These tie in with the Always Be Networking idea I just mentioned. Having professional looking business cards on hand is a lifesaver when you meet someone who can be instrumental in your career. Instead of them having to remember a website or email, you can hand them your card. It makes you look like a professional and makes it easier for them to find you again.
3. Make appearances. Sure there are stars being made via Youtube and other sites nowadays, but those are a drop in a very large bucket. Make use of those tools, but don’t neglect the fact that you need to physically get out there. Go see other bands, check out showcases, industry events, etc…. Get out there and be involved in what is happening musically in your area.
4. Focus On Your Niche. Depending on where you live, you may have more available events to attend than you possibly can. So narrow your focus. If you are focusing on being an acoustic songwriter, then target events that are more in line with that. Are you a rock band? Don’t worry about attending that jazz band festival instead of seeing another rock band perform. Stay within your niche and you will get better connections.
5. Never Hang Around Solo. No I don’t mean take a date, nor do I mean Han Solo! When you are out at an event, don’t stand around or sit by yourself. Go and introduce yourself to people. Find out who they are and tell them about yourself. Be friendly and focus on getting to know them. Later you can work the business angle.
6. Offer Help First. How would you feel if someone you had just met asked you for help? Now how would you feel if that happened on a regular basis? People who are active in the music industry are busy and use their time wisely. Before asking someone to help you, offer to help them in some way first. Not only does this improve your existing relationship with them, but it also plays on the psychological aspect of reciprocity. People are more likely to help those who have helped them.
7. Give Them A Reason To Help You. This can be tied in with the Offer Help First idea. Don’t just expect someone to help you simply because you asked. Give them a valid reason to help you. This can be an offer of your own services to help them as we discussed, or simply giving them a reason why helping you would benefit them. By creating a valid reason they should help you, you will more likely receive the help you ask for, or at least help of some kind.
8. Don’t Harass Them. Think about how you would feel if people you didn’t know were coming to you all the time asking for a handout. Even if you wanted to help them, you only have 24 hours in a day. Make sure you are polite and respectful during your conversations with industry professionals. Avoid become a gherm, which is the term for a person who thinks they can skip normal channels buy getting in front of the right person. Remember, these people don’t know you yet. Take time to let them get to know you and have a reason to help you.
9. Ask For Referrals and Give Them As Well. This goes back to the central idea that all this is to build a network. Sometimes people will simply offer a referral, but that doesn’t mean it is not okay to just ask. This doesn’t mean asking for a referral to a specific person necessarily. Instead you can ask someone if they know anyone you could speak with about promoting your new album, or if they have any connections to WXYZ radio station for example. To quote the Bible, “ask and you shall receive.” Music industry professionals are just that; professionals. They have a lot on their minds sometimes, so a quick request for useful connections can help a lot. But don’t be stingy and just ask for connections. Some of the best contacts you will make will be those you give referrals to and those you refer to others.
10. Follow Up. Finally make that useful connection you needed? Well don’t just wait around for something to happen. Follow up with that person. If you said you’d email them, then make sure you do just that. Going to send them a promo pack? Go and do it. Anything you promise to do for a new connection is something you need to make sure you do. Didn’t promise anything? Asked them to check out your music, website, blog, etc…? Get in touch with them after a few days to follow up on if they did that. What is their opinion about it?