The music industry seems to be a spontaneous force developing according to impalpable rules of personal tastes. But is that a fact? At the Direct Media Academy, held May 28 – 30 at the Madlenianum, Bojan Muslin, Director of the digital distribution platform IDJDigital, will reveal how he created one of the best recognisable media brands in the region. How to achieve critical mass of the audience, how to create and maintain your image and how to choose content – these are just some of the questions that Bojan is going to tackle within the Media Module.
Your lecture at the Direct Media Academy covers a revolution in the music business. What were the key moments of this revolution, and what should we expect in the future?
I would say that the shift to mobile devices is a phenomenon in progress, and we are lucky to witness it. Over the last several years, all industries had to adapt their business models to accommodate mobile. We should expect hyper-personalized experiences in all segments of our increasingly online-bound lives. Concrete solutions and mass digitization will require synergy of various industries, primarily creative ones and IT.
What should the attendants of the Media Module expect from your lectures?
We will talk about how we at IDJ developed our recognizable brand, the background, and perform an analysis of the key actions instrumental to the current direction of the company. We’ll investigate the ecosystems of digital service providers such as Spotify, Apple Music, Deezer and YouTube. We’ll explain what it means to be an Artist, a Label, a Distributor of a YouTube Creator today, and how to earn money with internet content. Moreover, we will talk about creative and flexible business models accommodating continuous market changes, as well as brand scalability and diversification.
What is the focus of music consumers today? How are we going to listen to music in another ten years?
On a market as saturated as the one we have today, the ways to grab attention definitely include strong visuals, as well as authentic and original content. Context is essential for content placement. Today, music is consumed in many different ways: streaming, downloads, CDs and Vinyl, and each audience has different expectations. The future is digital, but the live music segment will always persist. I am convinced that the future is interactive, on-demand, and I would love to see the entrance of technologies like VR and on-demand into live music and interactive TV segments.
In the music industry of today, is the high-end production more important than an authentic performer?
There are different ways to grab attention, but when you have it and get your five minutes, you must offer engaging content, sincerity and emotion. If you don’t stand behind what you’re doing, the audience is going to notice. It is very important for a music performer to create a community, because these are true fans that keep coming back. Therefore, I would say that the most important factors are authenticity and communication with fans, as well as continuous creative output. There are examples of viral video clips filmed with just a mobile phone, but they hit their target audience dead center. High-end production cannot compensate for a lack of talent, but can amplify the effect if the foundation is good.
What does the term “communication” cover in the music business? Which segments and disciplines are key for a successful musical project today?
In this business, at the very beginning, it is essential to ask yourself:
Who am I addressing?
When you know whom you’re addressing, you have to research, and you have to know how to do it. Each sub-cultural group, niche or target audience has its own language, and if you master it, you have the key for success. If you can communicate with the target group in their language, success is guaranteed, because this method establishes a profound brand connection.
For me, a good project is the one where nothing gets lost from the initial idea to the final product. The original idea is the initial impulse and it carries the whole project. In that sense, it is essential that creative teams have excellent mutual understanding of various skills required for any project. In that sense, I see the cooperation between the Art Director, Copyrighting, Design and PR teams as a comprehensive whole, ticking like one heart. In the business sense, it is very important how you communicate with clients as well as other companies. Adapting your communication to social networks, e-mails or newsletters is a process of permanent fine tuning of addressing and asking questions.
Which qualities and skills should a marketing, advertising or communication professional have in this new age of communication?
Lucidity, persuasiveness and creative problem solution are key starting points. A leader must be capable of inspiring and activating each participant of the project. In advertising, the cultural component of communication is probably the most relevant. Moreover, the communication should not be one-sided, it is important to listen, establish a dialogue and have the interaction experience.
Conference passes available at www.directmediacademy.com
ABOUT BOJAN MUSULIN
Bojan Musulin is at the helm of IDJDigital, and his affinities, interests, and skills brought him to the position of director of digital distribution and digital platforms. Content and its distribution are Bojan’s great passion, and innovation in the field inspire him to increasingly open up his mind every day to new methods and technology in the industry. As of 2013, he has been with IDJVideos, working on content distribution projects, IDJDigital’s digital distribution development, launching IDJTV, as well as developing the IDJDash user dashboard for clients and a number of apps and websites oriented towards the clients and the audience. Bojan’s specialty — which he mastered at the black belt level — are digital platforms like YouTube, Spotify, Apple Music, iTunes, and content marketing platforms like Google AdWords, Facebook, and Instagram. By the way, Bojan Musulin is a graduated engineer of audio and video technology, and through his own record company he is involved in numerous music projects, which he enjoys immensely.