At the 2024 It’s Your Time Conference, the Major Moves panel discussion provided exploration and discussion into the art and science of how to transform talent into chart-topping success. With industry heavyweights like Juliette Jones (COO, Alamo Records), Ezekiel Lewis (President, Epic Records), and Benny Pough (Founder & CEO, It’s Your Time Conference) on stage, the discussion was rich with insights for entrepreneurs, creatives, and musicians alike. Azim Rashid and Ivy Rivera guided the discussion and added their professional insights.
Key Takeaways for Aspiring Artists and Industry Professionals
Scouting Talent in a Competitive Landscape:
Juliette Jones emphasized that finding talent in today’s saturated market requires more than recognizing a good voice or strong social media presence. You can’t just look like a start. You also have to act like a star and showcase your music. It’s about identifying unique artists who possess authenticity and a distinct identity that goes deeper than the look. Labels like Alamo Records prioritize potential, looking for those rare individuals who can grow into marketable stars. She mentioned that understanding an artist’s background, influences, and inherent strengths helps assess whether they have the “it” factor.
How to Transform Talent into Performers:
Ezekiel Lewis shed light on the transformation process at Epic Records, where artists undergo rigorous development. This involves refining their image, and enhancing stage presence. Lewis noted that an artist’s journey from raw talent to polished performer is complex, requiring consistent effort from both the artist and the label. The key is in creating an artist who is not only musically talented but who possesses a strong work ethic and passion for what they do and create. There is nothing worse than a super-talented person who is lazy!
Innovative Marketing Strategies:
Benny Pough discussed how to transform talent through the use of storytelling, as the backbone of successful marketing. He explained that audiences connect with artists who have compelling narratives. Benny highlighted the shift from traditional marketing to a more digital-centric approach, where social media platforms and streaming services play crucial roles. He also touched on the importance of adaptability, as trends in the music industry are constantly changing, necessitating innovative and flexible strategies to keep artists relevant. As a star, you have to be willing and able to pivot when needed.
Adapting to Industry Trends:
The panel addressed the necessity for labels to remain agile and forward-thinking. As Juliette Jones and Ezekiel Lewis pointed out, staying ahead in the music industry means continuously embracing new technologies and platforms. They discussed how labels are now leveraging data analytics to predict trends. Data now serves as a way to make informed decisions about artist development and marketing. The rise of AI in music production and the growing influence of TikTok were also mentioned. These factors are reshaping how music is created and consumed.
The Role of Lifestyle and Culture in Branding:
Ivy Rivera provided her thoughts on how lifestyle and cultural trends influence an artist’s branding. She explained that in today’s music landscape, it’s not just about the music. It’s about the artist’s entire persona while remaining authentic. From fashion choices to public appearances, every aspect of an artist’s life contributes to their brand.
Now, apply what you learned!
Insights from the Major Moves panel are applicable in the music industry but also offer valuable lessons for anyone looking to build a brand. Authenticity, strategic development, and innovative marketing are universal principles that can help you stand out in any competitive field.
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