EMC Connect Melbourne

June 30, 2019

While Sydney is the Electronic Music Conference’s home, the event has also been hosting EMC Connect mini events in Brisbane and Melbourne. I’ve never been to EMC proper before but have heard incredible things. When they asked me to be involved with EMC Connect Melbourne, my answer was absolutely said hell yes.

The Growth Guides: Prioritising Community panel looked at how to build strong online and offline music communities, and what is key for generating support, real engagement and fandom (not just stats). The panel was facilitated by the excellent Arlo Enemark from Xelon Entertainment and Medium Rare Recordings. Joining me on the panel was Jerry Poon from The Operatives (actually a Bolster client), Xander Malual from The Listening Co and Juñor Ondaatje from AUDollars/R.E.A.L Music. Here are some of the conversations we had:

  • What’s your approach when Bolster clients want stats over prioritising a community or real fans? We actually get asked this fairly often. Some clients are hellbent on numbers like post reactions and Facebook fans, but we call these vanity metrics. We’ll always try to uncover the real life business outcomes behind these and focus on these for clients instead and find these vanity metrics follow anyway. (Real business outcomes might include people engaging with website content, clicking out of a Linkfire or purchasing a ticket.)
  • How do you find networks when you know no one? Go out to events, be nice, get to know people, offer to help and ask for help.
  • How do you keep your existing audience but find new people? We all had slightly different answers but my thoughts here… Look at it through two lenses: 1) what will existing fans like, and 2) what will appeal to new audiences? Put that in a Venn diagram. Aim for the middle so you aren’t alienating your current audience for the sake of growth.
  • What to do if you’re an artist and about to possibly get kicked out of Australia due to visa issues? If you’re a bedroom producer (especially if you’re a bedroom producer) you can literally create music from anywhere in the world.

Thanks to EMC Connect for the great conversation. Next panel appearance will be in Adelaide next month!

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