We've all heard that networking is a critical tool for those wanting to get ahead in the music business. But what exactly does it mean, and how do you do it effectively? Networking is an essential reality in any business environment.
We can define it as "Creating mutually advantageous relationships that will further careers."
When I asked one of my music business professional manager friends to contribute tips for this article, he stated, "While networking might have some immediate benefits, more realistically you are networking for the future. To that end, the most valuable contacts you make are not with those who are above you in their careers, but those who are around you. If you create substantial, real relationships, careers can rise at complementary levels."
Below are some of my top networking tips.
Authenticity is key. It is not necessary to create an alternate persona; to be effective, you have to be yourself. That said, note what parts of your personality people respond most favorably to and emphasize these qualities when in social mode.
When attending music industry events, if you arrive on the early side you can more favourably align your energy with the energy of the event. It's fine to move around a room, but it is often a more effective use of your energy to find a spot where everyone has to walk past you. (In proximity to the bar, perhaps…)
In networking, the person who initiates conversation is in the power seat. In conversations, start by asking general questions about whatever reality you are both experiencing. Open ended questions encourage conversations; closed ended questions that can be answered "yes" or "no" do not. "So, what brings you here tonight," is always preferable to "…so what do you do?"
However, if someone asks what you do, be prepared to offer a 20- to 30-second sound bite encapsulating your endeavors and playing these forwards. "I'm a producer-songwriter from Tehran, Iran, who moved to Singapore four years ago. I am primarily a wordsmith who writes narrative story songs and compose a lot of solo piano and orchestral music. And you?" Be sure to hit the ball back across the net, so to speak.
In a social environment, if you have first made eye contact with one person in a group, it is acceptable to join that group in conversation. Avoid interrupting two people who might be discussing something private.
If you encounter someone you've previously met, reintroduce yourself using your name. "Hi David, I'm Hangi – we met last fall during a mentor session at the Taxi Road Rally." You diminish yourself with phrases like, "You probably don't remember me but…" and you challenge others with "Do you remember me?" If you reintroduce yourself by name, the person you are reencountering now has a context and a better chance for recall.
Practice presentation and engagement techniques. Initiate conversations with those you encounter in real life — cashiers, parking lot attendants and security guards — and gauge how they respond to you. You might be surprised about what you learn.
Networking might not come naturally or easily for you, but it is an important part of doing business. Indiscriminately handing out business cards is not enough. Your cards are likely to wind up in a trash bin unless you have broken the ice and made a real connection. Just as there are steps we can take to hone our creative and business skills, with practice, we can learn to master—and even enjoy—the networking process.