Music Exchange 2009 fires up

I for one felt very enlightened by lunch time after listening to the first keynote address delivered by Stuart Rubin, former senior vice president International - Commercial Marketing Group for Sony/BMG Music Entertainment (New York) as well as the first panel discussion which addressed the future of music distribution and markets.

Gavin Rajah, one of South Africa's top designers whose works have graced the catwalks of Paris and Milan opened proceedings describing the Music Exchange as a follow-on event of last year's Fashion Exchange conference. He believes that both creative industries - fashion and music - in South Africa face the same issues. Collaboration he says is the key if either industry is to succeed. Creative commercial sense is required to deliver a package that makes selling sustainable. He used a farming anecdote to express the need for the creative industries to be self-sustainable, saying that the industry needs to go back to a space of knowing your land or terrain and adapting to it.

He emphasised the importance of having a presence on the net. If you aren't, you don't really exist in this day and age when just about everything is obtainable through digital means.

In his closing sentiments he encouraged artists to be less precious about their work and explore various means of collaboration. Tunnel vision has never been a route to success.

Stuart Rubin then made his way to the podium to emphasis to those present, including the likes of Nic Laud (7th Son), Sarah Pope (Ragdolls), Antonio (Reburn manager) and Josh Grierson that "It's all about the music". Rubin sees the industry failing to develop new leaders as it's downfall leading to its failure to succeed. However the key to the process and those involved is the music. He maintained that there is no shortage of music in the world and that music is involved in almost every aspect of daily living - "Each of our lives is touched by music". He too believes that collaboration is key in the music industry, but especially between those involved in the production process using Santana's "Supernatural" album as an example of successful collaboration from all departments.

He believes that when it comes down to entertainment spend, it's all about the music which stems from creative talent along with each departments involvement in the process. At the dawn of the digital age the industry failed to adopt new technology and now it is playing catch-up citing the Napster case as an example of the industry not looking for new approaches to understanding the evolving consumer. The industry is therefore hit hard by digital piracy.

Rubin concluded with a few pointers for the industry to monetise digital growth and show return on investment:

Make great music

• Know your customer
  
• Invite fans into the experience
  
• Look for nices and consolidate
  
• Look for competitive advantage
  
• Keep It Simple Stupid

  Make great music

• Shape your artist or let them shape themselves
  
• Make great music

"The industry must have great leaders to change the status quo...The rules are that there are no rules...people love great music and will spread the word," he said.

He concluded his address saying, "Go buy an album or two and stimulate the South African industry!"

For more information on the Music Exchange visit www.musicexchange.co.za.