Resources for Musicians

MUSIC CONFERENCES; and how to take full advantage of all the opportunities that are available!
By Carolyn Ballen, The Indie Music Forum
Preface by Ariel Hyatt, Ariel Publicity

The week after I founded Ariel Publicity, I boarded a plane and headed to my very first Music Conference - the mighty SXSW in Austin Texas. It was an unforgettable experience and I have since attended and spoken at a slew of music conferences. They are great resources for anyone in any job within this industry looking to make contacts and learn about the music business. Music conferences pose unparrelled opportunities to meet people in person who you may never be able to get on the telephone and have candid and frank discussions with them about your career (and about them and their careers). I have met many of my closest allies out at clubs and in panels at music conferences and I highly recommend that you try one out. They range in size, duration and price and with effort you can make any conference you attend a million dollar experience. This article by Carolyn Ballen discusses how to get the most out of a music conference . I have had the privledge of speaking on many panels with Carolyn who is one of the brightest and most knowledgeable people I know in this industry. She has since become a close friend of mine and an incredible resource to countless musicians who have attended her Indie Music Forums from coast to coast and who still use her as a sounding board when making career choices. She is currently co-managing Town Hall a fabulous band from Philadelphia where she lives and works.

And now...Carolyn's article:

I think that there's something to be gained from any music conference that you attend, especially if you decide what your goals are in advance and plan accordingly. Some conferences offer you a large concentration of record labels and other music industry professionals, while others offer stronger regional and community support. Many offer showcasing opportunities and still others, like The Indie Music Forum are strictly educational.
While you're at an event, things can often be overwhelming, especially if you're trying to prepare for your showcase in addition to balancing the educational and networking opportunities that are available.
To make things easier on yourself, don't forget the things you need to do before and after every music conference to ensure you get the most out of the event.

Deciding Where to Go:
At the end of this article is a list of conferences that I am familiar with. While you're going through the list and visiting each Web site, you should consider the following:

Is there something local that I can attend, rather than having to incur additional travel expenses.
See what works with your schedule. Don't forget to keep CD release dates in mind, expect delays and plan accordingly.
Find out when showcase submission deadlines are.
Find out when advance registration deadlines are. No sense paying more later when you can pay less now.
Are you trying to break into any specific markets?
See whether you can combine your trip with something else that needs to get done in the same city.
If you're going to travel, can you arrange a tour on the way to and back from your desired destination?

IMPORTANT! Don't forget your budget. If a conference involves travel and hotel, you must decide whether it's worth it. I've seen way too many bands shell out a ton of cash to go to a conference and end up getting nothing out of it. To ensure that this doesn't happen, keep the following in mind:

Decide what your goals are:

Do you want to showcase for Major Record Labels?
Do you want to showcase for Indie Record Labels?
Do you want to showcase for club promoters?
Do you want to make industry connections?
Do you want to make radio contacts?
Are you there to find a manager? A lawyer? A publisher?

Each goal carries with it a different set of preparation tactics. Decide what your goals are and do advance planning accordingly. You should be able to get an advance list of panelists to find out who will be at the show.
Keep all this in mind as you look through the list of music conferences at the end of this article.

Submitting for showcases:

Make a note of submission deadlines so you don't forget. Or, better yet, send submissions in immediately if you can.

Organizational Hint: It you use Microsoft Outlook, you should consider using the "Tasks" function to help you keep track of submission deadlines as well as other things you have to do. I've found it to be a great help.
If you send a CD, mark which tracks you'd like the conference to listen to first and as a courtesy, you could take the poly wrap off before you send in your submission.
If you send a tape, make sure you put your best songs first.
If you accepted to showcase, make sure you will be able to sound check. You're investing a lot into this show, and you want to do everything you can to ensure that you sound your best!

After you've decided on a conference, there are certain things that you have to make sure you have a GREAT event.

Before you go:

Get Flyers made. - You can buy reams of paper from a local paper shop and get copies made quite inexpensively. Consider an odd size flyer so it will stand out from the rest. You could cut an 8 1/2 x 11 sheet in half for your flyer. You should print the flyers and cut them after they've been printed.
Get Posters made. - You can get 300 posters for $99 is you order from Disc Makers, or another extremely cost-effective way to make posters is to buy 11x17 colored paper from your local paper store (approx. $7 per ream of 500) and run off copies at the copy shop (approx. 7 cents each). For higher quality posters, I recommend a copy process called docutech. These cost a penny or so more apiece, but they are computer-generated and look better than regular copies.
Business Cards - Kinko's makes some that are quick and pretty cheap, but you can also print your name and info on board paper, and cut cards up your self. I've gotten cards like this and it makes no difference to me. As long as there is contact information, it's great.

Note: If you don't have access or funds for a designer, remember, simpler is better. It helps make your materials look more professional. Also, try to think of ways to do traditional things with a little creative flair. Always be thinking, "How can I stand out from the crowd?"
Bring a CD Walkman with split headphone jack This way you can play your music for people that are interested in hearing it. Having to dual headphone jack allows you listen along and see what parts of the song that people are reacting to.
Ask around, find out who else you know that is going to be at the conference and get their contact info during the show. (cell phone, hotel, booth #)
Arrange meetings if you need to. Remember that if you call a meeting, you need to go in prepared. Figure our what you are going to discuss, bring a list a questions. If you're trying to sell someone something or pitch someone on an idea, know the benefits that you can provide inside and out. This will be the key to convincing them.
Consider a promotional gimmick of some kind. At one conference, a band got balloons with the date and time of their showcase as well as the band contact information and filled them with helium and put them everywhere. With a little imagination, you can come up with something that won't be too expensive.
Promote your show to anyone you know who will be at the conference.

When you get there:

Go pick up your badge and goody bag. Go through the bag and take a look at everything. Get rid of the stuff that you don't need.
Go through the program and decide on the things that are must-dos.
Pick the panels that you don't want to miss.
Keep a schedule with you. Write down the things that you really want to do so you don't miss anything. Keep the schedule with you at all times so that you can check it and change it as you met and greet with folks at the show.

Business Cards:

VERY IMPORTANT! Make sure that you keep business cards and contact information for people that you meet in one place. This is valuable information! It will also make follow-up much easier.

Spend some time in the exhibit hall:

Talk to everyone at every booth, you'll really learn a lot.
Try to get business cards from everyone you talk to enter into your database when you get home.

Handing out CDs:

There are a couple schools of thought on this one, but my feeling is that you should get a card and send the CD out after you get home - UNLESS SPECIFICALLY ASKED
What would really be great is if you sent your CD with something distinctive so you could say, "I'll send you my CD when I get back home. You'll know it when it comes, there will be a peacock feather in the package", or, "you'll know it, it will be wrapped in a brown paper bag and tied with green string."
Also, don't forget to take the shrink-wrap off the CD. If you think of it, you might want to tell your CD manufacturer to leave a box or two unwrapped.

At your showcase:

Arrive early for your sound check, this gig is important!
Be nice to the sound guy, give him a T-shirt, or event tip him if your able.
Some non-conference things you can do while your there to take full advantage of your time.
Check out venues other than the one you're playing to see where you might like to play if you come back to the city. Stop in say hello, and drop off a CD. Get a business card or contact information. Make a note to follow up.
You can do the same at local record stores…arrange consignment, discuss in-stores.
Try to set up a visit at the local college radio station. Even if you can't arrange something in advance, you can stop by. I known college radio stations to do impromptu interviews and live performances.
While you're on campus, stop by the college paper and see if they do music reviews.
Your there, you might as well stop by the activities center and see who's responsible for booking music for the school.

When you get home:

Enter all your contact names into your database. Also, don't forget, there's usually a registrant list in the directory which can also provide you with valuable contact information.
Send follow up email to all the people you met.
Send CDs to the folks you said you'd send your CDs to.
Go through your goody bag if you didn't do it at the show. File the things that look interesting and get rid of the things that you'll never need again. Try to eliminate clutter as much as possible.
Consider sending a thank-you note to the panelists that you particularly enjoyed. It's a great way to stand out among all the people they've met.

Remember, there's no such thing as a bad conference. There will always be people that you can learn from and connections to be made. Keep a positive outlook, plan ahead and stay organized and you'll ensure that any music conference will be a success!
Music Conferences:

This is my list of Music Conferences, there might be some that are missing, but this is a good start...

A2A Music Conference - Amsterdam, Holland - September - http://www.a2amusic.com

Atlantis Music Conference - Atlanta, GA - August - http://www.atlantismusic.com

The Caribbean Music Expo - CME - March - http://www.cme.com

CMJ - New York, NY - September - http://www.cmj.com

CMW - Canadian Music Week - Toronto, Canada - February - http://www.cmw.net

Eat-M - Emerging Artists and Talent in Music - Las Vegas, May - http://www.eat-m.com

KanawhaPalooza - West Virginia - January - http://www.kanawhapalooza.com

Millenium Music Conference - Harrisburg, PA - February - http://www.musicconference.net

Music Busines Conference - Nashville, TN - October - http://www.2nmc.com

NEMO - Boston,MA - April - http://www.nemoboston.com

NXNW - Portland, OR - September - http://www.nxnw.com

NXNE - Toronto, Canada - June - http://www.nxne.com

SXSW - Austin, TX - March - http://www.sxsw.com

The Winter Music Conference - Miami, FL - March - http://www.wmcon.com

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