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business for music

5 business for music lovers

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The music industry is one of the most transformative aspects of entertainment in the last two decades. The Internet has been the determining factor for all those involved to implement new strategies and thus, remain in force within this dynamic sector. And is that due to the boom of piracy in the 1990s and the popularity of the Internet in the 2000, the distribution of music had to adapt to a new form of consumption that broke with traditional methods of work, used since the emergence of Record houses in Mexico in the 1950s, which is why the majority disappeared – they only continue to work three.

This wave of change represented a range of opportunities that musicians, producers, managers and other professionals in the industry have been able to take advantage of. One trend that is on the rise is e-commerce. Figures from the Mexican Association of Producers of Phonograms and Ideograms indicate that in 2013 the digital download grew by 21.95% compared to 2012, which resulted in a digital sale of 48% versus a physical sale of 52%. For this year the figure will reach more than 50%.

Another trend is musical independence, which although it represents a greater workload for creators, gives them greater freedom to form alliances with other professionals and choose the form of work that best suits their tastes and needs. Take note of these five business models with broad possibilities to remain despite the changes in this rapidly evolving industry. Think about the following: each year, the Music Training Institute and the Free Music School of the Single Union of Music Workers enroll 400 interested in becoming professional. Will there be musicians waiting for a job opportunity? You could be their answer.

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Five component of business for music lovers

  • Marketing and promotion
  • Organization of concerts
  • Audio equipment rental
  • Recording studio
  • Art and photography design

Marketing and promotion

The emergence of social networks has put many of those involved in the music industry from producers and managers to musicians. At first, not everyone understood the strength and importance of these new platforms, even to date there are many traditional music groups that do not use them.

“Any band today can become famous on the other side of the world if it has a good social media strategy, ” adds Sergio Pastrana, editor in chief of Indie Rocks magazine. However, not all bands have the expertise that is required to identify the sites where you can position your songs.

business for music

image source: google image

Érick Juárez, general director of projects of the company Musical Marketing, believes that “it is a monster that must be learned to face since it can become a great barrier if you are not updated.” In Mexico, most musicians do not have a well-designed strategy to make themselves known or know where to turn. Juárez considers that the main mistake is to try to sell a rock band just like a counting office, that is, without a clear strategy based on the age, the type of music and the popularity of which they count. This is a very common thing, especially in the independent bands, the target market of Musical Marketing.

An online platform designed for the dissemination of music and promoting the connection between bands around the world is Bandolier, which was born in Spain and expanded to Latin America. It consists of entering through Facebook or Twitter to have access to backstage, a site where the bands recorded to exchange music, contacts, promotion or the possibility of touring together. The countries with the most interrelation are Spain, Mexico, Chile, Argentina, and Colombia.

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Organization of concerts

“The organization of concerts is the sector of the industry that has the most money and where there are more opportunities to start,” says Hugo García Michel, music critic and founder of the magazine La Mosca. Only in 2013, the National Auditorium sold more than 1.35 million tickets for the 265 functions it offered throughout the year.

Organization of concerts

image source: google image

As a result of the lack of record sales, the live performances are nowadays the main source of income for bands and soloists. Mario Torres, Managing Director of Kaman Entertainment, says that the popularity of social networks has been beneficial to this business model, because “now you can promote both artists and concerts without making a major investment; But rather being creative to reach many more people. ” And this is how he has successfully maintained his line of business: the positioning of Latin American artists in Mexico.

Within this niche exists a tendency that many organizers have taken advantage of by the monetary security and the publicity reaches that it represents. It is the alliance of artists with brands of beer, telephony, footwear, airlines and even potato chips to produce tours or festivals. “The brands spend millions of dollars in advertising and although it is curious to see your face in a packaging, if you want to be in force you must join the big ones,” says Lino Nava, guitarist, and producer of the rock group La Lupita.

The director of Kaiman Entertainment advises that if you want to undertake the organization of concerts, the first thing to do is look for possible allies, even before you think of the artists you would like to work with. In the musical issue look around you and take note of what is happening. An upward trend is the fusion of artists of different musical genres in the same festival, that is, to join rockers with grupero and to operate under the model of festival Woodstock style, Corona Capital or Vive Latino.

Audio equipment rental

“In all concerts and in any forum, teams are always needed,” says Lino Nava, who in his capacity as musician and composer who regularly gives concerts has observed the potential of this model throughout his career, especially when it comes to Technicians. Remember that they supported you during your presentations and now have invested in offering backline rental PA and lighting.

A case of success is the company named Generic Backline. Celso Moreno, CEO of the company started in this niche by chance and with no experience in the market. He is currently one of the leaders thanks to the extensive client portfolio that he has formalized throughout his 20 years of experience, among them CIE, Ocean and a large number of independent artists, venues, and festivals.

With the rise of the Internet, more and more foreign bands come to Mexico to showcase their music at festivals like Vive Latino or Corona Capital, which bring together up to 80,000 fans in a day and in which demand for audio equipment has grown notably. This is because most of the musicians who perform come from other cities and do not travel with their own equipment and instruments.

Audio equipment

image source: google image

“The industry has grown exponentially. Every day there are shows all over the country and all are full, “says Celso, who attends 12 to 15 events per week. To distinguish itself from its competition, Backline offers a personalized team for each artist, with precise brands and models, as well as with color or texture applications. The company has its headquarters in the Federal District and has two branches in Cancun and Guadalajara; Although it offers its services throughout Mexico, which ranges from renting amplifiers and instruments to a complete stage.

Recording studio

“The first time I worked in a studio was when I opened one,” recalls Tonka Gama, founding partner of Ruido Blanco Estudio, who fell into this industry by chance, according to him. The truth is that it did have something fundamental to get caught up in the business of sound art: the passion for music. Tired of working in an office for eight hours a day, Tonka saved money for four years without knowing where to invest it. When he was encouraged to resign, an acquaintance introduced him to the idea of the recording studio. And he decided to undertake without knowing what he was facing: “a closed circle where the new or the young are not worth”, clarifies.

Recording studio

image source: google image

While others surrendered, he turned this weakness into strength and focused on serving new bands with pre-production, recording and post-production services at a low cost, compared to other studios.

For White Noise, strategic alliances have been the key to its growth. The most important with the government of Guanajuato (as sponsors for the contest of composition of Don Quixote). Another resource that has worked for them is the diversification of their offer. In addition to the recording services, they have rehearsal rooms with professional equipment, a low-cost rental, and transportation service from the hotel to the studio. As a value added, Ruido Blanco Estudio teaches music classes, courses and Music Business graduates to guide new bands to create their own distribution strategies.

Thanks to the recommendations, the rock band Los Bunkers rented the rehearsal room for a year so that a third recording room could be built. And such was his pleasure that the members decided to record in White Ruido the song for the tribute disc to José José. Among its plans, Tonka Gama plans to open a branch in another state of the country, continue to create alliances and continue through the line of independent music recording.

Art and photography design

With the drop in physical sales of records, musicians have chosen to offer unique material and albums with designs of a collection. Sergio Pastrana, an editor in chief of Indie Rocks magazine, explains that the immediacy of the Internet will lead to the physical disc becoming an art object and to remain only among those fans of the palpable.

Deals Olan, director of the independent label Out of Control Records, adds that another upward trend is the sale of colorful merchandise with the name of the band as photographs, posters, calendars or clothing.

Art and photography

image source: google image

On the other hand, Lino Nava emphasizes certain requirements that for the artists are basic to make known his work. For example the design of press kits, advertising of their concerts and Web pages. This has allowed designers, programmers, illustrators or photographers to offer their services within the industry. So if you have experience in any of these areas, take note.

Toni Francois is a Mexican photographer who began her career in the middle designing websites for bands like Lost Acapulco and Phobia. But needing enough graphic material to create the content, he started his own photography adventure.

The entrepreneur specialized in a niche little exploited in the mid-2000s, which was, curiously, the photography of concerts. Today he markets his photographs to musicians for the art of his albums, to record labels forth

Another company that has managed to get the juice to the trend is Dirty Riot, who specializes in screen printing and artwork design for the art of discs and clothing, either under the own label or at the request of artists, mainly of the genres punk, surf, And ska. It has five distributors located in the DF, Pachuca, Monterrey; Los Angeles and San Francisco

Finally, the emergence of social networks has put many of those involved in the music industry from producers and managers to musicians. At first, not everyone understood the strength and importance of these new platforms, even to date there are many traditional music groups that do not use them.

“Any band today can become famous on the other side of the world if it has a good social media strategy, ” adds Sergio Pastrana, editor in chief of Indie Rocks magazine. However, not all bands have the expertise that is required to identify the sites where you can position your songs.

Érick Juárez, general director of projects of the company Musical Marketing, believes that “it is a monster that must be learned to face since it can become a great barrier if you are not updated.” In Mexico, most musicians do not have a well-designed strategy to make themselves known or know where to turn. Juárez considers that the main mistake is to try to sell a rock band just like a counting office, that is, without a clear strategy based on the age, the type of music and the popularity of which they count. This is a very common thing, especially in the independent bands, the target market of Musical Marketing.

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Author: Jack726

Freelancer

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