Video: http://www.tommydarker.com/music-talks/archive/ian-titchener-nobody-cares-about-your-music/

1. Nobody!
Cares!
About!
Your!
Music
Ian Titchener
@ITitchener #DarkerMusicTalks

2. A Brief Background
•
Straight into the Music Business on leaving School!
•
Bocu Music Publishing - Abba etc.!
•
St Pierre PR. Marvin Gaye/Jerry Lewis/Toni Basil!
•
Rush Release Limited. Promotion/Marketing!
•
Brothers Records & Publishing!
•
Attitude Music JV with Universal

3. A Brief Background
•
Boom Management. Artist Management !
•
Death Row/RWP. Director of Music Operations!
•
All Terrain Entertainment. The Brit Bus Tour. Managing Director!
•
The Music Consultancy!
•
IKB Media. Artist Management/Publishing etc!
•
Voting member for the Brit Awards

4. The Reality:

5. No one gives a shit

6. Audience & Demographic
Who do you appeal to?

7. Audience & Demographic
•
Putting tracks out without identifying your potential market first is wasting your time
and energy!
•
Determine the appeal of your music, whatever the genre, look at artist’s within that
arena and try and ascertain the sites that are working best for them Then work those
areas, start interacting, start building up your fan base and developing this alongside
fans from any gigs you’re doing.

8. Audience & Demographic
•
If you’re a jazz artist don’t waste time trying to appeal to rock/pop etc fans, concentrate
on building genuine fans who will have an immediate interest in what you are doing.
Once this has built nicely, then start trying to integrate into other areas. !
•
The demographic is important to ascertain as they will respond differently across the
different platforms. You may find, for example, that similar artists are not connecting on
Instagram but are getting lots of traction on say Facebook and Google+ or etc.!
•
It’s obvious but is often something not considered and can result in a scattergun
approach of just throwing out your music/information to people who…..don’t give a shit.

9. Brand = Business
A subtitle here?

10. Brand = Business
•
If you are serious about moving your music career forward as far as you possibly can,
you need to take care of the business side as well as the music side. The two things go
hand in hand, nowadays more than ever; you need a brand and the brand is YOU. If you
don't take it seriously why expect anyone else to.!
•
A good starting point is to ensure your artwork, design, logo etc. Is as good as
anything else out there, you cannot underestimate the power of presentation.
It's no good trying to compete in the marketplace if your image and artwork looks like it
was thrown together as an after thought. I would always recommend finding a
professional who can take your ideas and turn them into something that truly works.

11. Social Networks
Just a select few of the many outlets available

12. Information Overload
•
Too many ignore the basics and get bogged down in the constant deluge of
information being delivered on Twitter/Facebook etc. !
•
Articles such as; 10 best ways to engage your fans / 8 ways to sell your CD's
Twenty ways to reach your audience / How to reach a smartphone audience
How to reach your goals / How to communicate values etc.

13. Information Overload
•
In a two week trial I ran off over 60 ‘help’ pieces just from Twitter links. !
•
Many regurgitate the same information and unfortunately much of it just leads to
confusion, misinterpretation and diverts from the important issues. !
•
Just because it's online. does not guarantee it's going to be successful.

14. Statistics

16. Bullshit

17. The Internet
A double edged sword

18. The Internet
•
For the one part brilliant as it can give you direct access to fans, online press, radio.
TV, sales etc BUT you are competing against millions of others to try and build a fan
base, generate traction and maintain interest in you and your brand.!
•
The accumulation of followers by legitimate means (NEVER buy numbers) does not
equate to action outside of the online space. You can have 100,000+ followers but
this does not mean they will buy a ticket to a gig, pay for a track or interact at all.

19. The Internet
•
When starting an account on any of the online sites (Twitter/Facebook etc) remember
you have to maintain them and make them engaging and places fans will want to
revisit. Try and let your personality come through and ensure you regularly update
any site that you choose to engage in. The same applies to your website, which you
should have, make sure it's always updated, there's nothing worse than checking out
a website to see its a year out of date.!
•
Always use a consistent ‘handle’ or ‘username’ across your networks for continuity
and to make it easier for the audience to find your other social media outlets.

20. The Traditional Model
The old way is still essential.

21. The Traditional Model
•
Alongside the ‘new’ model, (the numerous online sites that can be accessed to
engage fans and hopefully online media), it is still vitally important that the more
“Traditional’ model is a major part of any release plans. This includes radio, National,
Regional & Community stations, TV including the numerous satellite channels and
later in a campaign the print press.

22. The Traditional Model
•
The exposure that can be gained by developing coverage at radio and TV can prove
far more effective than being purely reliant on the internet sites. Despite the often
quoted ‘acts’ that have succeeded in becoming hit artists solely from internet
exposure, the reality tends be be somewhat different and somewhere there’s usually
a clever PR campaign involved. One of the few 100% real hits developed initially from
the online exposure was the Rage Against The Machine vs X Factor xmas No1 but
even this ‘movement’ was furthered by Jon Morter by cleverly utilising the traditional
print press, radio and TV.

23. The Traditional Model
•
Obviously if you are planning on releasing a track/s, album, video etc, you can
attempt to do everything yourself but in reality you’d be better placed talking to and
utilising the services of a Promoter(Plugger) who will be able to determine the best
route to market. As with the artwork/design professional, the plugger can become part
of your ‘team’ moving forward. The important thing to remember though is to be
realistic. You are not going to put out a debut single on an indie label and get
playlisted at Radio 1, (also remember their demographic is 15-29). What is more
important is to start with the smaller stations, specialist shows etc. and start putting
down the ‘building blocks’ that you can build your career on.

24. Build a Team

25. Build a Team
Ideally, you should gradually build a team around you and your ‘brand’. This could
consist of;
•
Management!
•
Press Agent!
•
Booking Agent!
•
Distributor!
•
Lawyer !
•
•
Designer!
Publisher (either a straight publishing
deal or an administration deal) and
Social Media.
•
Plugger!

26. Build a Team
•
These areas will have cost implications either in cash terms or percentages, some
would prefer to attempt to do everything themselves and this is a personal choice. !
•
Personally I feel you have a far greater chance to build a career by being prepared to
involve professionals and being prepared to pay for the services received. Obviously if
you are building your brand and being creative about doing so, the monetary aspect
should start taking care of itself. !
•
Management should not be charging you a fee/retainer, only sign a deal based on a
percentage.

27. In Conclusion

28. No one gives a shit

29. Make them give a shit

30. In Conclusion
•
Get your product right!
•
Identify your audience!
•
Build a professional brand that appeals to your target audience!
•
Be realistic in your initial aims!
•
Blend the new model with the traditional!
•
Engage your audience!
•
Worry about the NOW!
•
Perseverance is key

31. Ian Titchener
@ITitchener!
!
#DarkerMusicTalks