Music entrepreneur, producer, and coach – 30 years in the Russian music market, constantly mastering and applying the most up-to-date promotion tools and technologies. The first and only IRONMAN of Russian show business.
@proninanton
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How did you enter the music industry? Why music specifically?
I found myself in the music industry by chance 30 years ago. In my youth, I dreamed of becoming the president of the country. As a student at the Moscow State University Law Faculty, I, a guy from the provinces, needed to earn a decent living in the capital, and I stopped asking for money from my parents at the age of 12 when I learned to earn pocket money and personal expenses independently. In the early 90s, entrepreneurship was actively developing. A friend suggested getting into the sale of blank audio cassettes to recording studios. We found a supplier and started selling. Very quickly, we realized that the main value of music carriers for listeners is not the carrier itself, but the musical content recorded on it. We quickly reoriented our growing business to wholesale trade in recorded audio cassettes, and later – compact discs. By the time I finished my studies, we already had a full-fledged company with staff, we were earning more than decently, and there were no questions about what to do next. In the early 2000s, our music holding «Monolith Studio» (a production company, record label, multimedia distribution, multimedia production) became one of the flagships of the music market. Over time, working in the music business revealed my purpose to me: to help people unleash, manifest, and develop their inner potential through creativity and personal development.
What personal qualities are necessary for success in the music industry, and what factors influence this?
Two years ago, I obtained a second higher education and became a master of psychology. For my final research project, I chose a topic relevant to my field: «Professional self-realization of vocalists», and conducted a study based on 60 artists, 15 of whom were popular and successful, while 45 were beginners or not sufficiently established. To my deep surprise, the research did not reveal any fundamental differences in the personal characteristics between the first and second groups!
So what made the first group of artists successful? Several qualities were identified that successful artists possess:
Determination;
Discipline;
Organization.
Creative abilities ranked only 7th in this rating. After this, the phenomenon of popularity and success, for example, of Olga Buzova, became clear to me.
Warren Buffett claimed that anyone could succeed in business and become a millionaire. I sincerely believe that the same applies to music. To achieve success in the music (essentially in any creative) sphere, it is necessary to systematically focus on three directions:
Creating content (music, videos, photos, texts);
Developing personal qualities (physiological data and health, worldview, values, intellect, psycho-emotional foundation);
Visibility in the external environment (promotion and personal brand).
Why is the traditional working model between a producer and an artist becoming outdated, and what alternatives can be proposed?
The music market is rapidly changing, and so is the role of the producer in their interaction with the artist. 10-20 years ago, launching an artist or project into the market required significant investments (sometimes in the hundreds of thousands or millions of dollars), and the producer provided these investments. Today, as I mentioned earlier, such large investments are not required. If in the past, radio and TV played a decisive role in a successful artist’s career, and effective communication with them was maintained through the producer’s connections, today the internet is unequivocally ruling, and on the internet, the artist communicates with their audience without the intermediary of a producer.
Today, in my opinion, the role of the producer as a mentor, guide, and coach is increasing; their main task becomes not directive management of the artist, but partnership and supportive position. This is exactly the direction in which I am currently building my relationships with artists, teams, and projects. On the one hand, I act as an expert and mentor in monetizing the artist’s creativity, and on the other hand, I perform the functions of their coach and psychologist.
What role do the internet and social media play in promoting artists, and how does your agency TRUE MUSIC assist with this?
The internet and social media are currently the main and defining environment for promoting musical content and the personal brand of an artist. No one is surprised anymore by artists who successfully tour and monetize their content on streaming platforms without using radio and TV resources. Moreover, it’s on the internet where radio and TV find new names for collaboration. I deeply believe that today the path of a successful artist is the path of a musical blogger.
Given the current high level of competition and the amount of content released on the music market, it’s necessary to effectively utilize online promotion tools and technologies. This requires competence, experience, and a high degree of trust. There are quite a few unscrupulous marketers and targetologists in the market whose main goal is not the quality of the services provided, but the size of their own profit. That’s why about ten years ago, I started assembling my own team of specialists, primarily for promoting my artists’ content and their concerts. A couple of years ago, we decided that we were ready to provide these services qualitatively and transparently for third-party clients within our agency TRUE MUSIC. We promote releases and ticketed concerts for artists, concert venues, and organizers just as effectively, attentively, and qualitatively as our own, using cutting-edge technologies, including artificial intelligence. And I am personally ready to take responsibility and guarantee the quality of the services we provide.
What advice would you give to young artists and entrepreneurs aspiring to succeed in the music industry?
Engage in music and develop in it if you cannot live without it. It’s never too late to start, there are no age restrictions. Prepare for the long haul – a successful music career is not a sprint but a marathon. Today’s music market is highly competitive, so be prepared for it and take off your rose-colored glasses. Success lies where your energy is, and your energy is where the focus of your attention is. Surround yourself with supportive people who motivate you to grow. Seek out individuals who will help shorten your path to your goal, and don’t hesitate to ask them for help.
