The 5 types of people you meet at every music conference
From aspiring superstars to industry veterans, music conferences provide unique opportunities to network with your peers.
A guest post by James Shotwell of Haulix.
[ALSO READ: 7 worthwhile music conferences]
Music conferences are making a comeback in 2022. After two years of postponements and digital reimagining, several conference organizers are eyeing the spring and later months as a perfect time to gather again. COVID-19 may have other plans, of course, but only time will tell.
Many readers have asked us about the usefulness of music conferences in the past. We answer that conferences—like every industry networking event, party, or similar happening—give back what you put into them. If you go with goals in mind and a plan to achieve them, the sky is your limit. You won’t get far if you go with no plan and emphasize watching sets over meeting people. You may have fun, but your career won’t budge.
With that in mind, we felt it might be helpful to illustrate the types of people you’re most likely to meet at a music conference. Some are helpful, others are fun, and a few might ruin your life.
We plan to bring you more coverage of conferences and how to navigate them in the months ahead. Follow Haulix on Twitter and Facebook, so you never miss another update.
The Up And Comer
Most music conferences cater to up-and-coming artists and aspiring professionals looking to take the next step in their careers. What that step is and how the conference helps them attain it will vary, but these artists will comprise most of those in attendance. Be sure to wear something with pockets because these individuals will give you everything from business cards to USB drives, sampler CDs, postcards, and anything in between to (hopefully) forge a connection with you.
Should you talk to them?
Yes! These people make up your peer group, and you never know when someone will become a connection that changes your life. Even if they can’t help your career, they might make great music, or maybe they’re decent people. The point is—these people are there to make friends. Be someone who befriends them.
The Industry “Big Shots” (AKA Headliners)
Every music conference looks to its big-name guest speakers as a way to prove its effectiveness. Organizers know that more people will attend a panel featuring an employee from Spotify than one featuring a guy who knows a lot about Spotify. It doesn’t matter if that employee’s job doesn’t directly involve artists; the brand association still sells.
You’ll see the industry big shots arriving shortly before their panel and sipping whatever free refreshments are offered to VIPs. They will speak as much as they need to at their panel and will be flooded with “quick chat” requests as soon as the event ends. Do they possess the ability to change your career trajectory? Probably not! Will that matter to most up-and-comers? Nope!
Should you talk to them?
Don’t wait twenty minutes for thirty seconds of head-nodding while you pass off a business card, but if you see an opportunity for real conversation—Yes! But keep your expectations low. These individuals are highly sought after at these events, but their influence and knowledge may not be what you expect.
The Industry Pros (AKA Lifers)
The industry pros, otherwise known as lifers, fill out most panels and serve as one-on-one advisers at any music conference. These individuals work in behind-the-scenes roles at companies with varying levels of brand recognition. They make a good living working with talented artists and have perhaps the best work-life balance of anyone in attendance. They more than make up for what they lack in mainstream influence with kindness, knowledge, and experience, so give them a chance.
Should you talk to them?
Absolutely. Industry pros are full of usable, honest information. They are also the most likely professionals at the event to give you their time and attention, which you would be wise not to waste.
The Brand Ambassador (AKA Swag God)
Though participating companies vary between events, every music conference has a marketplace area where vendors can display their latest products. Most conferences have a variety of music stores, gear manufacturers, music schools, and recording studios on hand, and almost all of them will be regional. These companies pay to be on-site, and they are always easy to find.
Should you talk to them?
Yes! They’re good people. Whether or not you ask them for anything depends on your goals. Are you interested in a music school, or are you in the market for new gear? If so, then, by all means, support these individuals. If you are looking for a job, you might also engage these participants. However, if your goal is to land a deal or bring major attention to your career, these individuals are not the answer.
The ‘Guru’ (Scammers)
Music conferences rely on inexperienced independent artists with disposable income to survive, which is the same target market as every scammer in music. Whether they’re promising inclusion on Spotify editorial playlists or guaranteeing exposure to major label A&R in exchange for a small discovery fee, so-called industry ‘gurus’ are everywhere at conferences. These individuals rarely appear on panels, but you will find them holding court in every networking space with artists unaware they are being talked into a scam.
Should you talk to them?
No. While a guru will boost your confidence and inflate your ego to make you more susceptible to their con, these individuals have nothing to offer you as a career or peer. These are bottom feeders searching for easy targets to make a quick buck off of before moving on to the next conference in the next mid-sized city. Avoid them at all costs.
ALSO READ: 7 worthwhile music conferences
James Shotwell is the Director of Customer Engagement at Haulix and host of the company’s podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.
