ARTISTS HAVE TO ADAPT TO NEW TECHNOLOGICAL CHANGES BROUGHT BY MUSIC INDUSTRY

Picture above: New device for djing
www.derektarpey.com

Artists that adapt to the new changes brought by the music industry usually survive. Technology is amazingly changing in the music industry,thus artists have to adapt to those changes. Music tools that were used in the early 90s are no longer used these days. People won`t be interested in going to the clubs where the old devices for DJing are still used. People always want to be surprised with some deferent things,things that are not familiar to them. Last week Friday I was watching the new SABC 1 show which replaced Live, Live AMP. They were interviewing a DJ who goes by the name of Incredible (DJ Incredible),who brought a new djing device design on the show. When I was looking at that device I was like ``wow this is amazing''. He is no longer using the old deck that you used to mix with in 2008. This one is a touch screen,it looks like an ipad but it`s big and it`s been available for two years now.

Picture above: old device for djing
www.musicradar.com

This device consists of the following features:

• A transparent screen which allows the audience to watch as you swipe,twist and tap to keep the beats bumping
• Trobbing neon buttons
• Sliders
• knobs

This is a kind of device that needs more practice. I mean you can`t go to the night club to DJ with something you are not perfect in. This one is kind of complicated but it`s got the ability to make you a famous and a dope dj. Public Relations Practitioners for the music companies need to figure out,what technological changes have been brought in the music industry so that the producers and artists can adapt to those changes. Public Relations made me believe that organisations and people who adapt to the new changes usually survive and succeed.

CSI DOES FIT IN THE MUSIC INDUSTRY!

Picture above:Cup made to show love for PR

Have you ever thought of helping people who are doing music in your community without expecting any benefits from them? Helping people without expecting any benefits is termed altruism. How many people are doing that in your community? Public Relations is a very broad field that fits everywhere, even in the music industry. Corporate Social Investment  is one of the most important programmes in Public Relations,which is based on pure altruism. I`m proud of my community,they did a very good thing. They have established a recording company which will help all the community musicians record their music for free. It doesn`t matter what kind of music you are doing,they just help you record the song and then you take your disk to one of the radio stations around there. I think their objetive for doing that is trying to promote the level of music in that community. One of the things that make me happy is that they get more support from the community which will keeps them motivated. They say ``together we can devided we fall'', which means if the community keeps on supporting them,they will move to another level. It then came to my mind that Public Relations Practice is of much more importance when it comes to building communities.



Picture above:CID Entertainment logo



If other communities can do that as well,I assure you, South African music as a whole would be taken to another level. Another important thing that artists have to consider is trying to promote each other. Featuring an undergroung artist when you are a commercial artist is one of the things that can promote South African music. If you are on top of the mountain,try to lift those who are still strugling in climbing it. People from America work together to promote their music,I think that`s one of the reasons why they have a good music production quality. For instance there`s a CSI music company which is called CID Entertainment there. That company provides services to the music festivals or any other music related events. If we can have companies like that,our music would be lifted,so what`s your say on this?

PROMOTING MUSIC WITH SOCIAL MEDIA

Picture above:Nathan Hoy,former VP and COO in the
 Artist Services Division at Live Nation

Before we go any further,let me ask you this,how many times did you see musicians` posts about their upcoming albums,singles,perfomances etc? May be you don`t even count,well let me get into business. It`s very amazing the way technology grows in this world we`re living in. Here I`ve got a list of social networks which artists rely on mostly or which Public Relations Practitioners rely on mostly to promote the music of the artists that they are working for. Remember it is usually the job of a Public Relations Practitioner to post all the activities that the company wishes to post on social networks. Just imagine how would the music business go if there was no social media,this all comes together with social networks. The following is the list of the social networks that are mostly used by Public Relations Practitioners in their music companies: 

• Facebook
• Twitter
• Youtube
• Blogs

Allow me to say the above are the top 4 social networks which  artists rely on for publicity. Artists also take advantage of social networks like Youtube to upload their videos because that is an amazing social network which allows the sharing of videos. A Public Relations Practitioner has to familiarise him or herself with the social media to make sure that their artists get as much publicity as they wish. I`d love and be proud to see people who develop and execute strategic and creative marketing plans for top clients,emerging musicians and award winning artists in South Africa. I`m talking about people like Nathan Hoy,former Vice President and Chief Operating Officer in the Artist Services Division at Live Nation. Hoy helped artists create,manage and monetize their relationship with their fans through marketing,merchandise,creative services,fan clubs,digital products and digital distribution during touring and album cycles.If you take a closer look at these activities,it`s the activities that a Public Relations Practitioner is responsible for.