Tuesday, May 16th

I knew I was in the wrong conference room five minutes into the panel. Of course, I would get these spaces confused. Afterall, there’s too many to keep up with. Whoops! but off I went to the room over.. where I initially intended to go in the first place.

10:00A - Don’t Panic: Breakthrough Music Moments & Moving Forward

The first session of the day was moderated by Kristin Robinson (Billboard), whom seemed to be very much in tune with the audience by asking the next question. During this conversation, Harrison Golding (EMPIRE) shed light on how fans are galvanized by music and the types of content being created around it. He highlighted the popularity of Twitch among underground artists, providing a platform where they can thrive and connect with dedicated fan bases. In contrast, Snapchat caters to a younger demographic, allowing artists to engage with a specific target audience. Understanding the nuances of different platforms can help artists tailor their content and reach their desired fanbase effectively.

When an artist experiences a viral moment on TikTok, Jessica Messier (TikTok) discussed the importance of leaning in and acknowledging the momentum. By embracing the use of their sound and encouraging fans to create content, artists can amplify their reach and show appreciation. Duetting with fans is a simple and effective way to engage with the community and build a stronger connection.

The TikTok community has shown a remarkable inclination towards nostalgia. Messier recommended that older bands and artists tap into their archives, utilizing old interviews such as footage from MTV/BET, to create content that resonates with the TikTok audience. By pulling from the past and reimagining it in a modern context, artists can tap into a sense of familiarity and captivate their fans.

Another big question on our minds was regarding to determining the proper timeline for teasing a new song can be a subjective matter. Harrison emphasized the importance of storytelling and promotion, suggesting that artists focus on building anticipation while considering how they will promote the upcoming release. Messier agreed, noting that while there is no strict timeline, prolonged teasing may lead to fan annoyance. Engaging fans in the creative process can be a successful approach, potentially resulting in fans creating their own viral moments.

In situations where an artist's music is used in a way they don't necessarily love, Blair Miller (Chaos Creators) advised artists to decide how they want to handle it. Repurposing the song with new content ideas can be an effective way to reclaim control and shape the narrative. Jess suggested that artists don't have to address every instance, but it's okay to acknowledge one or two user-generated content (UGC) creations to maintain a connection with their audience.

The speakers collectively stressed that staying active on social media platforms is crucial for artists. Leveraging the algorithm of platforms like TikTok can help artists tell their story effectively. It was also suggested to look to the comment section to gather insights and understand what content resonates most with fans. Additionally, artists can tap into archived content, such as old photos, letters, and videos, to create a captivating narrative, especially for artists who may no longer be alive or have limited content available.

11:00A - Music Biz Brunch

Music Business Association (Music Biz) President Portia Sabin began her annual President's Address acknowledging the event's partners and welcoming the attendees. Sabin addressed the concerning climate of anti-trans laws in Tennessee, expressing her disappointment in the state's regressive stance. Her speech also touched on the 50th anniversary of Hip-Hop, and the Association's 65th anniversary.

Sabin shared with those in attendance the Association's mission to connect, educate, and empower the global music business community. Emphasizing the importance of diversity, equity, and inclusion, Music Biz aims to reflect the industry's global nature and promote collaboration for overall growth and well-being. The organization has made strides in DEI efforts, with over 50% of the staff and Board of Directors being people of color.

Sabin closed out her speech by welcoming to the stage Nashville’s very own Reba impersonator, obSINity. There is nothing like food with a show!

Following the performance, Andrea Gleeson, the CEO of TuneCore, spoke about the diversity of women in executive roles and the issues of discrimination and pay gaps that persist in the industry. This highlighted the need for greater equality and representation.

TuneCore artist, Tanerélle, performing at the Music Biz Brunch 2023

As the luncheon came to a close, the talented TuneCore artist, Tanerélle, blessed us with her ethereal presence. Her vulnerability, authenticity, on top of her angelic voice.. I couldn’t imagine a better way to gear up for a busy day ahead.

1:00P - Allyship for Women & POC in Music Tech Roundtables & Networking

The intimate setting for these conversations made for the most authentic discussions yet. Although I would love to share all that we talked about during this session, I believe it's one of those experiences that you simply had to be there to fully appreciate. Just know that the thought leaders who generously volunteered their time approached the discussions with an open mind and an open heart. It was truly refreshing to hear from them. A special shout-out goes to Jessie Vaughn (Head Bitch Music/Venice Music) for keeping it real, vulnerable, and empowering the women at our roundtable. We all left with a valuable piece of advice from her.

2:20P - Money Left on the Table: Live Performance Rights and Royalties

As you can imagine, the conversation started with the context of the dollars.

The moderator, Colin Rushing (Duck Road), kicked off the session touching upon the complexities of licensing live performances for award shows.

Tobi Parks (xBk/NIVA) discussed the blanket license model held by venues and the promoter license, which typically accounts for 1.6-2% of gross ticket sales. However, despite the significant revenue generated through live performances, it was discovered that 90% of local singer-songwriters are not receiving their fair share of this money.

While this is not due to a lack of effort from performance rights organizations (PROs), but rather the difficulty of tracking and submitting setlists, which falls on the artists themselves. These dollars can make or break a tour, and for many artists, it can be the difference between being able to fund their career.

To ensure that artists receive their rightful earnings, they need to go to their PRO, confirm that establishment has an active license, and submit a set list. However, this task can be daunting for independent artists that don’t have a team behind them.

This leads to the question: Should the process be simplified in order to change this outdated way of tracking live music? I guess that’s something we must ask ourselves collectively and do better to see a change.

The second day of the conference provided panels that shed light on critical aspects of the music industry.

From leveraging platforms like TikTok to engaging with fans and maximizing live performance revenue, artists and industry professionals can adapt and thrive in an ever-changing landscape. By embracing new opportunities, staying connected with their audience, and being proactive in claiming what they're owed, musicians can pave the way for breakthrough moments and continued success in their musical journeys.

Surely, Day 3 of the festivities will continue bearing the wealth of knowledge that the past two days have given those in attendance. Can’t wait!