Whether you’re considering a career in the music industry or an emerging talent, at some point you’re going to require exposure. This can come in many forms, and while brand building is the first step towards defining who you are as an artist and creating an engaging product, building a network is another vital step towards success. Whether you’re looking to land a record contract, gig, or form a promotional partnership with the primary aim of creating a buzz around your creative output, networking in the music industry will lead to new opportunities and help you to get your foot in the door.
The phrase “It’s not what you know, but who you know” has rarely been truer. However, networking is not just about meeting lots of different people to help advance your career; it’s about creating meaningful connections with artists and industry professionals. And like every other aspect of your career, you’ll need to find the right balance between being genuine and creating a strategic approach. It’s not just about what people can offer you, but what you can offer through collaboration, turning individual effort into a shared, interconnected system that opens up new opportunities to drive growth and success.
What is networking?
Networking is a fundamental element of the music industry ecosystem and pivotal for career progression. Essentially, networking involves establishing professional or social contacts within the industry to advance your career. By expanding your network, you open yourself up to new experiences and the chance to meet people from various backgrounds with shared interests, crucial for learning and unlocking opportunities that can elevate your career.
Think of networking in the music industry as like nurturing a garden—it demands time, effort, and care, but the rewards can be abundant, significantly impacting your growth and visibility as an artist. The beauty of networking lies in its continuous nature. People are naturally drawn to those with similar interests and goals; therefore opportunity is everywhere - you just have to find it!
However, common ground is just the starting point. Networking is a two-way street that requires the right approach. Offering help or support without expecting anything in return fosters goodwill and paves the way for future music collaboration opportunities, and genuine connections are built on trust and sincerity, making authenticity in your interactions and active listening essential.
Possessing a strong network will mean that your name is mentioned in rooms you're not in, working for you when you least expect it.
How to Approach Networking
As a musician, you should have already established a brand identity as part of your promotional strategy, and having identified your target audience and goals you now have an excellent starting point for tailoring a music industry networking strategy and building relationships for success.
While your brand identity, exemplified by your website or Instagram profile, can serve as a conversation starter and offer a great visual overview, one of best networking tools you can implement before reaching out to potential collaborators, managers, labels, or journalists, is to create an Electronic Press Kit (EPK). An EPK, including your biography, music, images, and gig listings, alongside statistics highlighting your credentials and achievements, exists to present a cohesive and compelling narrative about you and your music. It also demonstrates your professionalism, organization, and readiness for opportunities.
However, while an EPK is a fantastic asset, it’s only an introduction point. Networking isn’t just about sending out information and hoping it attracts connections, it’s about building and nurturing relationships – considering what you can do for others as much as what they can do for you.
How to meet people in the industry
When it comes to networking in the music industry, it would be a mistake to randomly contact people in the hope that someone finds you interesting enough to open up a dialogue. Although this could have limited success, it’s not a proactive approach to networking. Instead, you should be precise in considering who can help you reach your goals and take time to learn the best way to contact people in order to elicit a response.
A good starting point would be to create a list of music industry figures or organizations that you feel would be valuable to connect with and do something every day to make those connections a reality. This could be as simple as sending an email or making a phone call, and although you might find this method frustrating at first, lack of an immediate response doesn’t necessarily mean lack of interest in your proposal. It could take weeks or months, but a single positive response can open up numerous opportunities.
If you don’t receive a response, it’s worth mentioning that email bombing or sending a large number of unsolicited emails to an organization or individual is a bad idea for several reasons. First, it disregards the recipient’s time and privacy and, second, it could have the self-defeating effect of being blocked from contacting them in the future. Try not to second-guess what a recipient is thinking without knowing their personal circumstances or whether they are genuinely inclined to help.
On a brighter note, suppose your approach gets a positive reaction, opening a corridor for communication. At this juncture, it's vital to be genuine and clear about how a mutually beneficial music collaboration opportunity can be formed. Always frame your conversation from the perspective of how you can assist your contact while being ready to reciprocate if they inquire about ways to support you. Authenticity is the cornerstone of any successful professional relationship.
Elevator Pitch
An elevator pitch is a brief and persuasive speech used to spark interest in what a person or organization does, and is called an "elevator pitch" because it should be short enough to deliver during a quick elevator ride, typically around 30 seconds to 2 minutes. This is something you can practice at home with the objective of explaining to a potential connection what you do and the value you offer, focusing on the benefits rather than the features.
The key to a good elevator pitch is to keep it concise, engaging, and to the point, leaving the listener wanting more. An example of an elevator pitch for a musician might be:
- Introduction: "Hi, I'm [insert name], a singer-songwriter based in [xxx]."
- Value Proposition: "I create poignant, contemporary music that resonates with listeners looking for emotional depth and storytelling."
- Unique Selling Point: "My recent release gained [xxx] streams in its first month, and I’ve performed at top venues such as [xxx]."
- Call to Action: "I'd love to connect and explore how we might collaborate in the future."
Your elevator pitch provides value by helping others to quickly grasp the essence of what you do or what you're proposing, enabling them to make an informed decision about whether to invest their time, money, or resources into your idea. If your pitch is compelling, they might be inclined to collaborate with you, but even if not, they might have the goodwill to introduce you to someone in their network, potentially opening up opportunities for other collaboration or support.
Public Speaking
In certain situations, you might have the chance to address an audience, creating multiple networking opportunities. However, many people feel uncomfortable in such environments. For example, you may feel nervous or intimidated speaking to one or more individuals face-to-face, especially in scenarios where you have a one-off opportunity to impress.
Practicing public speaking therefore offers numerous benefits that can enhance your networking abilities in the music industry. It builds self-confidence, making it easier to engage in conversations, pitch your ideas, and present yourself effectively. Additionally, it hones your ability to articulate thoughts clearly and concisely, which is crucial when conveying your message to potential collaborators, managers, or industry professionals.
Public speaking also teaches you to be mindful of body language - a significant aspect of non-verbal communication, making you appear more approachable and confident. With practice, you may find yourself becoming more persuasive over time.
Public speaking events can include workshops, seminars, conferences, panel discussions, webinars, motivational speeches, or debates, and can take place online or in various physical settings. Start small by practicing public speaking in a safe environment with friends or close associates, or take advantage of the many public speaking courses available online and in person.
Online Networking Strategies
Networking on social media is not only the easiest and most affordable way to reach out to new contacts, but the majority of music industry professionals are typically active in this space and often only a direct message away. Leveraging these tools can create valuable networking opportunities in the music industry, with each platform offering its own unique features and benefits. Let's take a closer look at your options:
- Instagram: Instagram is a powerful tool for music industry networking for several reasons. Its focus on visual identity allows artists to showcase their brand through photos and videos, offering a glimpse into their behind-the-scenes world. This type of engagement is excellent for attracting the attention of industry professionals, while Instagram's messaging and tagging capabilities enable direct interaction with fans and industry contacts alike.
- X (formerly Twitter): X can be highly effective for music industry networking. You can share real-time updates about your music, gigs, releases, and projects, and interact directly with fans, other musicians, producers, and industry figures through replies, retweets, and direct messaging. Utilizing relevant hashtags can help your posts reach a wider audience, including industry professionals, while retweeting content and participating in discussions can lead to music collaboration opportunities that expand your audience.
- LinkedIn: As a more professional networking platform, LinkedIn can be incredibly useful for connecting with music industry peers. You can create a professional profile highlighting your experience, skills, and achievements, establishing credibility and showcasing your talents to potential collaborators, employers, and industry professionals. LinkedIn is designed for professional networking, making it easy to connect with industry figures and expand your network through the sending of connection requests. You can also share music, blog posts, and articles, direct message other users, and search for job opportunities that can be applied for directly through the platform.
- SoundCloud: SoundCloud is an online audio distribution platform and music-sharing website where artists can upload tracks, mixes, and demos to showcase their talent to a global audience. Built for network discovery through the use of tags, genres, and descriptions with direct interaction via comments on tracks, SoundCloud creates constructive feedback and potential collaborations with other artists and producers. Meanwhile, industry professionals frequently use SoundCloud to scout new talent, thus having your music on display increases your chances of being noticed.
- Bandcamp: Similar to SoundCloud, Bandcamp allows artists to maintain a direct connection to fans and foster deeper relationships with listeners through comments and messaging. However, its customizable pages serve as a professional portfolio for industry professionals to explore, while the platform’s emphasis on independent music and discovery features makes it easy for industry professionals to find and connect with emerging talent. Bandcamp is known for its artist-friendly ecosystem, supporting live events and virtual concerts for artists to connect with fans and industry professionals in real-time.
The internet also hosts a swathe of online music communities designed to offer independent musicians, music creators, and industry professionals networking opportunities and support. These include the DIY Music Community, Reddit Music Community, Musician’s Friend Forum, BandLab, and SoundBetter.
However, to make social media a key part of your networking strategy, you need to do more than just sign up to the most popular channels. The more you put in, the more you get out, so it’s important to maximize your understanding of how these tools can be used to promote, engage, and connect with others. For example, instead of watching podcasts, why not make your own and invite the very people you hope to connect with to a one-to-one conversation? This is one example of an excellent online networking strategy.
Offline Networking Strategies
While social media tools are excellent for artists to get noticed and expand their networking capabilities, few methods are better than getting to know fellow artists, producers, and other influential professionals in person. This is your chance to showcase your style, personality, and authenticity while connecting with various influential figures in one place.
Industry events, especially in larger cities, offer great networking opportunities and it should be fairly easy to find out if there are any networking events in your area. Approach these events with professionalism: dress suitably for the occasion and take notes where possible, as it can be challenging to remember conversations with multiple people. Passion can be inspiring, especially to like-minded individuals, so be confident when discussing your music and inspirations, and don't be afraid to approach people.
Although red carpet events may be out of your reach for now, there are many other ways to create meaningful interactions offline through conferences, workshops, local gigs, and numerous other music-related initiatives.
If you're at the beginning of your artist journey, why not get involved in your local music scene? There is usually some type of music scene in small towns and cities, so feel free to attend open mic nights and mingle with people who share your interests. Eventually, you're guaranteed to find or be introduced to someone further down the career path that can offer invaluable advice or point you towards people at different levels of the industry.
You might also consider volunteering at music organizations such as Help Musicians - a leading UK charity dedicated to supporting musicians at all stages of their careers. Founded over 100 years ago, the organization provides a wide range of services to help musicians thrive, teaching you the inner workings of the music industry so you can build your own stable network. It's also a great way to give back to the industry you're trying to break into.
The follow-up call or email
So, you’ve been to an event and met someone you’d love to follow up with on certain topics discussed. You’ve got their number or email address, but when should you reach out? The best action is to demonstrate your interest by getting in touch within 24-48 hours of the initial contact, while the conversation is still fresh in their mind.
This is where you need to revisit our elevator pitch concept: introduction, value proposition, USP, and CTA. Maintain a respectful and professional tone, focusing on something specific from your initial interaction while clearly stating the reason for your call or email. Highlight how continuing the conversation or discussing various music collaboration opportunities can benefit them, emphasizing mutual gains, and include a clear call to action by providing further details or suggesting an appropriate medium for a follow-up call or meeting.
If you don’t receive a response, acknowledging that they may be busy and feel free to try again after a week or so. Finally, always keep track of your contacts and follow-ups - it could be embarrassing if they get back to you out of the blue only to discover you’ve discarded all of your previous correspondence.
In the meantime, stay on people’s radar by sharing relevant content, commenting on their social media posts, and congratulating them on recent achievements. You never know when your name might pop up in their feed, jogging their memory and prompting them to contact you.
Overcoming Challenges
Ideally, networking should be a positive experience rather than a source of stress. If you’re an introvert by nature, attending specific events can feel overwhelming, uncomfortable, and even exhausting. The need to present oneself in a highly professional manner may conflict with your natural behavior, while worrying about making a good impression can lead to stress and anxiety.
Constantly comparing yourself to others in the field can lead to feelings of inadequacy, causing you to doubt your abilities or feel unworthy of sharing the same space as your peers. These are all factors that can hinder your confidence in networking, which is why it's essential to prioritize your well-being by knowing your limits, managing expectations sensibly, and being kind to yourself in the face of criticism, whether from others or your own performance in networking situations.
Not all networking situations will lead to the opportunities you're looking for. Therefore, regardless of whether your networking activities have a positive or negative outcome, it's essential to stay consistent in your mental approach by not getting too excited or dejected. Meanwhile, accept that rejection is not always a bad thing - it will help you build resilience, refine your approach to building relationships, and allow you to understand which aspects of networking to avoid.
As with anything unfamiliar, it's important to take things step by step and understand that planning and preparation are key to easing anxiety. For example, when it comes to networking in public, begin with smaller, more intimate events where you might feel more comfortable, and gradually build your confidence before attending larger gatherings.
In one-to-one networking situations, be yourself, and don’t try to force interactions. Identify shared interests or experiences to break the ice and create a connection, and focus on having meaningful one-on-one conversations rather than trying to work an entire room. As the saying goes, ‘watch and learn’. It's fine to let others do most of the talking because there's plenty to discover by observing other people's approach to networking.
Maintaining Professional Relationships
Being a musician is a continuous journey of learning, progressing, adapting, and evolving. Maintaining a consistent level of creativity can be challenging, marketing tools and philosophies are constantly changing, and balancing art with commercialism can be a difficult tightrope to walk. For these reasons, networking is not something you do at the start of your career and then forget about. It’s an ongoing, long-term process that evolves as you evolve and requires continuous engagement to stay updated and gain knowledge from your connections.
When you’re ready to explore new opportunities, don’t hesitate to tap into your network. It was built to help you achieve your goals, seek opportunities, and lean on people when you need their guidance. These are the moments you’ll be most grateful for having forged genuine, mutually beneficial relationships with the people in your network.
You can maintain your network by staying active on social media, collaborating with others, supporting fellow musicians, and joining online communities to share resources and knowledge. It’s also important to stay in touch with your contacts through regular messaging, calls, or meet-ups. Even a simple "How have you been?" can go a long way in maintaining a relationship. Networking is about give and take and creating balanced relationships, therefore reciprocity is key to preventing feelings of exploitation or resentment.
To expand your network, continue to focus on the strategies we’ve previously discussed. Set a few goals for yourself, such as attending at least a couple of networking events each month while aiming to make at least three connections at each event. It may not sound like much, but by the end of the year you’ll have created a network of over 72 individuals, which could make a huge difference when it comes to opening new doors and opportunities.
The Role of Mentorship
A mentor is a trusted advisor or guide who provides support, advice, and encouragement in a specific area of expertise, and needless to say, mentorship can play a crucial role in musician networking. As mentioned earlier, while introverts often find it difficult to cope in social situations, mentors can help mentees overcome feelings of impostor syndrome by offering support and continually affirming their skills and potential.
Beyond helping musicians hone their technical skills - such as instrument proficiency, songwriting, or production - mentors are also likely to offer valuable knowledge about the industry, including trends and best practices. There’s nothing better than learning from experience, and mentors will be able to provide insights based on their own to help mentees avoid common pitfalls and make informed decisions.
Another major benefit of mentors is their ability to introduce mentees to their network of industry professionals. While the mentor-mentee relationship fosters an environment of continuous learning and development, simply being associated with a respected mentor can enhance your credibility and reputation in the music industry. By fostering a strong mentor-mentee relationship, you’ll grow personally and professionally, build valuable connections to help navigate your career more effectively, and continue to thrive.
When searching for a mentor, look for someone whose experience aligns with your career goals and read endorsements to help decide whether you’re likely to feel comfortable learning from them.
Conclusion
Networking in the music industry can be a tough nut to crack, but with dedication, strategy, and perseverance, it's totally achievable. By being persistent, putting in the hard work, and forging relationships, good things are likely to happen. Whether online or offline, keep networking and putting yourself out there, and remember to maintain an optimistic mindset. If you don’t believe in your talent, nobody else will.
