THE IMPORTANCE OF NETWORKING

In this post I will explain the concept and importance of networking in the music industry. Its a trendy word which basically means getting to know all the right people by various means - and hanging on to the most useful contacts you make.

What is Networking
In principle a network is a group of people who provide the framework within which to carry out your interests. Networking refers to making contacts within that framework. In the music business your networking contacts will include producers, musicians, music store retailers, video producers, record and publishing company personnel, talent spotters, club owners, members of the press, fellow songwriters, musicians and technicians. It's through networking that all business is done - this is true in most walks of life.

Who You Know
If you already know someone who runs a record company (who likes you!) you've already got someone to listen to your tape. Most people don't so they have to seek out and meet those who can help out. And if possible we have to be able to help them get where they want to go as well.

What You Know
You wouldn't be studying this subject unless you had a desire to succeed in the music business, so already you have an advantage, not only by being here, but by having a quest for knowledge and the desire to learn about the music industry. The course you are studying and this website will suggest ways to educate yourself about the business. Most of the tactics are cheap. You don't need a ton of money to be successful in the music business, because knowledge is power.

Who Knows You?
Unless you have contacts, your music will never be heard by anyone. You can't hide if you want to succeed. You have to make the effort to meet people; hence a network. I'd played bass and sang in bands, as well as writing loads of songs, for years but it wasn't until I decided to release a record myself that I met people with the contacts to get decent gigs and tours and to enable my songs and performances to generate income.

Its not necessarily your best songs or your wickedest mix that get you started, it's meeting the most connected people. It helps to have the songs or the skills relevant to you but its no use having the skills if no-one knows. So get networking!!!

Building a Network

Acquiring and Building Contacts
To develop your music career it is inevitable that you will need other people - both for their help and guidance and as colleagues in bands, etc. They don't just come knocking at your door (they don't mine anyway!). Getting to know people and the things they do is of vital importance to your career - it is not possible to know it all yourself, both in terms of skills or people.

What you need to do
Understand the relevance and importance of building contact in pursuit of your career objectives;

Recognize and understand situations where networking is of value;
Use networks to get work or find the people you need.

The industry has a vast amount of different roles, many which can earn a decent if not very good living. It is useful to know which are which and what chances you have of getting into them. You need to be aware of who plays those roles in your area of the business and try to get them to know who you are.

Where are the contacts to be found?
Everywhere you go there may be someone who is a potential contact. Some situations, however, are obviously more likely to yield contacts; conferences, festivals, award shows, gigs, record shops, music instrument shops, music college, etc.

If you meet someone with potential as a contact you need to consider whether:

they have a role in the music scene;

their role is useful to you;

they know other people who could be of benefit to you.

This kind of 'sussing out' is common, make sure its subtle enough to not be a nuisance to them.

Having something ready to give people is always useful, in fact I'd go as far as to say that business cards are very useful in these circumstances. They are easy to make and may end up in the wallets of the people you meet - they could of course end up on the floor covered in beer. In other circumstance a CV may be useful. At least have some way of leaving a contact number/email address, etc with people without having to resort to using a pen, although this has its uses.

Make sure you log these contacts in some organised and retrievable manner, such as an address book or on a computer.

The city has lots of small networks in its music scene, some of which you may well need to become part of to enable your career to take off. As a basic rule you will need to get to know as many people as possible, but give some thought to the quality of the contacts aswell.

Take some time to list the people you already know. Something like the table below will be useful:

NAME OF CONTACT

WHAT ROLE THEY PLAY

Depending on how many boxes you can fill in, you can see more or less how much building work needs to be done - only a few (4 or 5) and you need to do some networking if you want your career to take off. What you need to remember is that a good network can be tens if not hundreds of people.
Your list will have people missing from it, especially if you are at the very beginning of your career.

Don't worry - the contacts will come if you put the work in.

Ask Yourself These Questions

Are there any managers or agents in the list?

Are there any promoters?

Musicians tend to form networks around specific genres or types of music. Sometimes they can be really big, for example across Europe and America. But if you aren't part of them you won't even realise they exist.

To try to find out about the networks operating in your area try out some of these techniques;

Talking to staff in the local music store, eg Academy of Sound.

Check out the live scene in the local papers and gig guides.

Try the 'jam sessions' which occur at many venues around the town.

Things that could happen if you do your networking well
People stay in touch with you even if unprompted by you.

People ring up about opportunities even if its months since you last were in touch.

Making an Action Plan for Networking

TYPE OF CONTACT

HOW TO GET IT

I need a manager

Ask other musicians about their managers.

Look in the contact directories (white book, MW Directory, etc) I need a venue Look in the gig guide.

Ask around in the music/record shops. I need a drummer for my band. Read the musicians available columns in the trade and mainstream papers (Melody Maker, etc)
Look on the notice boards at music shops and rehearsal studios