Looking to the future at Indie-Con 2019

Monday, 19 Aug 2019

(Credit: Daniel Marks Photography)

If you missed out on Indie-Con this year, don’t stress. Our Writer Services Reps Kellie Lloyd and Alana Jagt were there to catch all of the best insights and knowledge from the keynotes, panels and talks.

Recurring and related themes that emerged to our attentive reporters were:

  • Globalisation: Artists and record labels and creators are becoming increasingly accessible. Artists are able to export with more ease due to the continuing rise of digital platforms/social media.
  • Stories: Telling a story to your audience is extremely important, the better the story the more successful you’ll be. The audience is hungry for content.
  • Fandom: Growing your fan base (telling stories!) and offering fans product in order for them to feel like a fan-family. Using social media to grow a fandom, big examples for context: BeyHive – Beyonce, Swifties – Taylor Swift, etc. 

Here are their key takeaways and thoughts to further ponder. 

Helen Smith, Chief Executive Impala (keynote)

“Leaders are forward thinking, they debate, they figure out what they want to do and how to get there. Leaders create and share positive stories in the industry.”

“It’s important to value diversity. You should always value diversity anyway, but it will also open new opportunities for you.”

On the role of Impala in a global digital marketplace:

"Impala works collaboratively in the industry, there’s a shared interest in the growing digital market. There’s also a shared interest in working together to combat streaming manipulation, a precedent to work together, as it’s everyone’s shared problem, and it’s a global problem."

Sync outside the Box (panel)
MODERATOR: Philip Mortlock (ORiGiN Music) PANEL: Jen Taunton (Level Two Music), Graham Donald (Seven Network), Rachel Kelly (Downtown Music Publishing) Matthew Donlevy (Cooking Vinyl)

“The number one question that we hear is; how do I get a sync? Find a sync agent, make sure you have a polished product to pitch, be organised – keep a mix/edit specifically for syncs and also an instrumental version, work with a publisher. And most importantly, it’s all about timing - syncs have short deadlines. If you’re organised you will have more success.”

"Syncs in film and TV have a knock-on effect for artist discovery in other markets. They can lead to other opportunities like increases in streams, touring and festivals."

Emotive quality is key:
"That’s why finding the right song, even if the emotional content of the lyrics isn’t descriptive of the scene, it can capture the emotion of the moment."  

What a Label Will Look Like in 5 Years (panel)
MODERATOR: Chris Maund (Mushroom Group) PANEL: Lorrae McKenna (Our Golden Friend), Justin Cosby (Inertia Music), Jaddan Comerford (UNIFIED Music Group), Sweetie Zamora (Remote Control Records), Tim Janes (Caroline Australia)

“We don’t think a record label will ever be irrelevant in the industry. Labels continue to evolve and artists will always need a team around them, as we move more to a digital world record labels have had to find more flexibility and accessibility for artists. Successful labels need to adapt to provide what the artist’s need, and those needs are always changing.”

Will artists be signing direct to digital services and bypass labels?
The difference that labels need to offer is both the services and quality (Sweetie Zamora), and the artist development support that is unique to labels (Tim Janes).

Will AI be writing hit singles? A big resounding no from the panel, although using AI for helping to select singles, where to tour, and other data is where it is useful.

Thaddeus Rudd, Co-Founder Mom + Pop Music (keynote)

“The value of the artist and their story are both important to the success of the label, and the artist. The better the story the better the company is as a storyteller. Success in America is tied to how good the story we tell is and how good the music is.”

“Relationships with an audience are a very important thing, it’s a delicate relationship that needs to be enhanced and preserved.”

On the 'global' digital landscape: "After being in music for 10 years, the industry can now say it is borderless." (Thaddeus Rudd, Mom + Pop Music)

Artists, record labels and creators are becoming increasingly accessible. Artists are able to export with more ease due to the continuing rise of digital platforms/social media.

Artists are Entrepreneurs (panel)

“Break the rules and make it up as you go along.”

Alexander Cameron - Bad//Dreems:

“As an artist, you don’t always know everything. You’re not always in the right. Remember this and think about your team and how they are trying to work for you, not against you.”

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