OK, a slight play on words there I’ll admit but the creation of a professional development resource by Martine Cotton is named just that- Music Industry Inside Out, the purpose of the site being to bridge the gap between aspiration and success in the music industry.
Cotton, a long-time music industry professional, has created a brilliant member-based resource which will inevitably help the scores of emerging artists trying to make it with practical and useful information such as how to book gigs, self-management techniques, tips on technology and preparing to tour. Since the site’s launch on October 7, Cotton says that the response has been amazing and is already drawing positive responses. “We’ve had interest from some of the bigger organizations, Music Tasmania and some universities for example are already members, and we’re constantly receiving enquiries, “ says Cotton.
Driven to recognise a need for a collaborative development community, Music Industry Inside Out was created out of Cotton’s travels throughout regional and remote Queensland where she identified gaps in the information and knowledge exchange. “A lot of people have fallen into music because they love it, but there’s little training or apprenticeships so it’s mainly been trial and error from my own observations. If you live in the city surrounds you’re more likely to do OK, but if you’re regional, remote, or inexperienced then it becomes harder to tap into those networks, so it’s really important to have that support.”
Cotton’s own music industry experience is extensive, with 25 years of experience ranging from band management, music events, national tours and running her own booking agency. She’s also hooked up with almost 30 different speakers who have put together more than 350 online videos that will, at different levels of experience, guide musicians through a range of issues and advice in a series of courses. “Members will have access to all course content, guest articles, forums, mentoring and will receive a monthly newsletter chock full of music news, opportunities, events, and a round up of what’s new on the site.”
Cotton enlisted the support of her contemporaries firstly by starting with friends involved in the industry and then the momentum just kept rolling. “ I think people in the music industry understand how hard it is and how important it is as a whole to have everyone as well-informed as possible. There’s a saying that ‘A rising tide lifts all boats’, and that’s a pretty strong ideology of the music industry. This is the approach we are taking,” Cotton says. “We’re aiming to raise the tide so to speak, so we can lift all those boats (laughs). It’s so important that people are informed. When I first started in my 20’s the mistakes I made were catastrophic, I would love people to avoid those mistakes and learn from the experiences of those who’ve made them- it will make the industry stronger.”
From experience, Cotton has a depth of understanding what needs to be covered in terms of knowledge sharing and what stymies people the most. “Band Management is one key area, you’re essentially managing a business and some get into it thinking it’s glamorous but the reality is that they aren’t actually in the band, maybe don’t understand strategy, and what it means to grow slowly. It’s probably the weakest point in the industry and there’s a shortfall in solid managers at the moment. There’s much more to managing than schmoozing and hanging out at gigs.”
Some sage advice offered by the late, great Bon Scott-It’s a long way to the top if you want to rock and roll! Fortunately, Cotton has assembled a splendid array of resources and talent that will maximize the likelihood of success.
Membership options start from $25 for individual monthly memberships ($250 per year) along with a variety of tiers for small music communities (5-9 members) up to major organizations and universities (70-plus members)
For more information or to sign up for membership, please go to http://www.musicindustryinsideout.com.au
Interviewed by Darren Hassan
Twitter: @DazzHassan
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