Go big, or just stay home - Music Exchange 2010

Yoel Kenan

As attendees frantically made notes, I did the same. Here's a rundown of what any ambitious artist needs to do:

1. Identity: Most important on the list is that you need to understand what your identity is as an artist or a band and that can be very separate from your individual personality. Don't try to mimic others, but if you do, try and do it better than the original artist. It is important to understand who you are first before you impart that to others.

2. Create a story: build one - don't fabricate one - everyone has a story to tell.

3. Create opportunities every day: Every day should be treated as a new opportunity to do something new or different. Don't accept the blasé.

4. Make your music available: Whether it's free or not, make sure it is accessible to your fans and to those curious to hear what you sound like.

5. Be committed: It goes without saying - success doesn't fall into your lap while you're attention is diverted.

6. Living in a visual world; get your tools ready: This is also another very important point on Kenan's list. Today's world is loaded with imagery and images sometimes possess more power than words. Visuals should be used as much as possible.

7. Focus on the home market: Kenan says this used to be the rule, but the industry has evolved somewhat. It is still necessary, though, to connect with your fans at home - if only because it's much easier and probably cheaper. You should leverage all these connections at home in your favour.

8. Synch: Songs are easier to export than a band. The ad industry is a great platform to use.

9. Play to your strengths: You first need to establish what those strengths are and exploit them to your advantage - focus on what you're good at and avoid what you're unsure about.

10. Connect with fans: There are many tools and means to connect with fans, be it online or physically - interaction is important to maintain good relationships.

11. Creativity knows no consensus: Never limit your possibilities; always push your boundaries - don't let others dictate your capabilities. Always push the artistry - making music is an art.

Whether your aim is to explore the foreign scene or to entertain your fans at home, passion and perseverance has resonated throughout the conference - your success depends entirely on you and how committed you are to chasing your goals.

For more information, go to www.musicexchange.co.za.

View pics from day two of the conference