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Andy Lykens

Innovating and operating through growth

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music industry

Being a standout music industry candidate.

February 11, 2012 by Andy

The music industry is an interesting landscape to navigate. In the last 8 months I have met with a great many companies in the industry from EMI to Warner, from Amazon to some well-reputed independent shops large and small. I’ve met with ad agency contacts who need music, have done music marketing consulting, and interviewed for jobs. To top it off I have started my own independent music publisher and began producing my first artists this month. There are flaws everywhere in the music industry – some companies are aware of them and some are not. Some actively work to try to right their course, while others live it up in the old ways. The flaws are usually how they approach business development.

Many companies are greatly focused on themselves. How much value they have, what they’re worth, how cool they are. Others are starting to realize that their ways are the old ways. I have been writing for years about how the industry needs to change and needs a different approach. Most of the adjustments have to do with a loss of focus on their clients. Sooner or later, the client gets what they want. Someone supplies that demand. Simple.

Right now, the majors are STILL in a state of flux. Some are hiring more MBAs (which I think is a good first step because MBAs better understand the value of the client relationship) and ousting their old leadership. But knowing how the majors function, there’s a long way to go and it will take a long time to get there. And even when they arrive, will their relationships be salvageable?

Independents are all over the place. While they may definitely have a client focus, some may still be operating in the old music industry. Some are lead by stereo-typical creative personalities who may not understand how effective great business development and client relationship skills can be. Their hiring processes may be less defined and therefore makes it hard to attract top talent or find the right fit for their company.

For all these reasons if you find yourself applying for a job in the music industry it is important to be highly diligent in ANY meeting preparations. Whether it’s an interview, a freelance opportunity, or a gig. Have an idea of what problems the company is looking to solve BEFORE you show up. Prepare material that’s relevant to their needs and request to meet with heads of departments at companies BEFORE there are job openings (digging up a CEO or VP’s email is very easy).

If you really are a cut above the rest, show up with the ammunition to blow them away. There are a TON of problems to solve in the industry and the well-prepared can capitalize on the all of the great opportunities.

Filed Under: freelance, interview, music business, music business development, music industry Tagged With: interviews, music business, music business development, music industry

A quick brainstorm on the current music industry vs. Apple.

October 19, 2010 by Andy

Comparing and contrasting these two industries is an interesting exercise. One continues to fail in most all areas, while one continues to grow in most all areas. One focuses mainly on lawsuits and legislature. One focuses on perfectionist design.

Subscription content continues to make meager headway into the mass market. Music publishing (licensing) continues to generate growth. RIAA continues to try using the law to restrict access to copyright. Major labels are still run mostly by lawyers and boards of trustees who have little to no knowledge of music licensing, how it works, and why its successful. Steve Jobs and Apple have ALWAYS put design first and will continue to do so. Apple has just had it’s first $50-billion quarter. Streaming is inconvenient when no wireless connection is available. Apple products go out of their way to make things convenient – not free – but convenient. Apple just passed RIM in their market share. Apple sells copyrighted content and devices that access, and utilize that content seamlessly. The music industry has access to loads of copyrighted content and executes its exploitation poorly. The music industry consecutively sees revenues fall.

What can the music industry learn from a company like Apple? What can Apple learn from companies like WMG and EMI? If you had to rate Pandora as a music provider, what would you give it on a scale of 1 to 10? How would you rate Apple as a music provider? If you had to rate your iPod as a music player and content purchasing device, what would you rate it? How would you rate Pandora as a music retailer? How do you rate a major label as a music retailer? Post your thoughts to the comments!

Filed Under: Music, music business, music business development, music industry Tagged With: Apple, lawyers, music industry, Pandora

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