Nowadays, fairs and markets play a crucial role in the growth of artists. We share below some keys to understand its importance and know the necessary skills to participate in its exhibitions, meetings and business opportunities.
Musicians, both solo artists and bands, dedicate time, effort, financial resources and creativity to develop their style, tools and formats that allow them to promote themselves and be recognized in the local market.
However, when it comes to making the leap to other markets, important questions arise: How to move forward? How to grow? What are the steps to follow?
Undoubtedly, accessing music fairs and markets is one of the most demanding challenges that require additional effort, the development of new skills and a deep understanding of one’s own limits and potential. Therefore, in this informative capsule, we will offer some recommendations, guidelines and tools that you should consider in order to make the most of these professional development opportunities.
To understand the position of our project in the vast “ecosystem” of the music market, it is essential to address one of the fundamental concepts: the distinction between the sale and the development of an artist or musical group.
When we are looking to “sell” dates, concerts and performances, we are considering that our project, which we will call “product” from now on, has the potential to attract a certain audience. The continuous expansion of our product in the market facilitates the sales process, and those responsible for carrying out these “sales” are in charge of meeting the demand and satisfying the expectations of buyers and stakeholders.
On the other hand, focusing on “project development” implies going beyond simple sales. It requires exhaustive market research and the identification of the ideal circuit for our music, with the objective of securing more concerts and presentations. Unlike the previous sales task, in this instance, it is the artist himself who must collaborate with those in charge of leading the growth of our group or band, whether a member of it or not.
This second “product development” option is mainly associated with groups or solo artists that identify with “niche” music genres, i.e. those that have distinctive features that separate them from the rest of the market. Recognizing that our product may have “niche” characteristics allows us to be more creative in its promotion and to better understand the relationship with its audience. In this way, we will be able to approach our proposal effectively and communicate the singularities of the project clearly and convincingly to the press.
In order to successfully participate in these events, it is essential to have a series of strategic elements and details:
Preparing these elements properly is crucial to maximize opportunities at these events and stand out in the music industry.
