The music industry seems as if it is a spontaneous force that develops by some incomprehensible rules of taste. But is it really so? The Direct Media Academy, which will be held from May 28 to 30 in Madlenianum, Belgrade, Bojan Musulin, director of digital distribution at IDJDigital, will reveal how IDJ has built one of the most recognizable media brands in the region.
How does one create a critical mass of audience, how do you create and maintain image, and how content is selected – these are just some of the questions that Bojan will answer within the Media Module at Direct Media Academy.
Your lecture at Direct Media Academy deals with the revolution of music business. What are the key moments that have marked this revolution, and what still awaits us?
Bojan Musulin: I would say that the shift to mobile devices is a phenomenon in progress, and we are lucky to have the chance to witness it. In the last couple of years, all industries have had to adapt their business to a new model – mobile. What awaits us are hyper personalized experiences in every segment of our ever-growing online life. In terms of concrete solutions and mass digitization, a synergy of various industries will be needed, primarily creative and IT industries.
What will the attendants of the Media Module hear at your lecture?
Bojan Musulin: Let’s talk about how IDJ has built its recognizable brand, what’s behind it, and we will make an analysis of some key moves that are responsible for what we are doing today. We will go into the analysis of the digital ecosystem services such as Spotify, Apple Music, Deezer and YouTube. We will explain what it means to be an Artist, a Label, a Distributor or a YouTube creator today, and how money is made from online content. Along with this, we will also talk about creative and flexible business models that follow constant market changes as well as the scalability and diversification of a brand.
What do music consumers pay most attention to? How will music be listened in ten years?
Bojan Musulin: In such a saturated market that we have today, the way to draw attention is definitely strong and visual aesthetics, as well as authentic and original content. In terms of content placement, the context is very important. Today’s music is consumed in many ways: streaming, downloads, CDs & vinyl and each of these audiences wants a different experience. The future favours the digital, but I believe the live music segment will always survive. I am convinced that the future is interactive and on demand, and I would like to see technologies such as VR and on-demand enter live music and the interactive TV segment.
What is more successful in today’s world of music business – high quality production or authentic performer?
Bojan Musulin: There are various ways to draw attention to yourself, but when you really do it and get your 5 minutes, you have to offer interesting content, honesty and emotion. If you don’t stand behind what you do, the audience will notice it. It is very important for a musician to create a community around himself/herself, as it is the way to loyal fans who always come back. So, I would say that authenticity and communication with fans are the most important factor, as well as constant creative output. There are examples of viral clips recorded simply on a mobile phone, but they hit their target group right in the bullseye. High production value can’t replace the lack of talent, but it can definitely enhance the effect if the foundation is good.
What does the word “communication” encompass in the music business? Which of its segments and disciplines are most important today for a successful music project?
Bojan Musulin: Most important thing for this business is to ask yourself from the very beginning:
Who am I talking to?
When you know who you’re talking to, then you have to do some research and learn how to do it. Each subculture group, niche or target has its unique voice, and if you speak their language, you already have the essence for success. If we communicate with the relevant group in their own language, the success is guaranteed because a deep connection with the brand is created this way.
For me, a good project is the one in which, from the time the idea is born to the finished product, nothing is lost. The idea is the impulse that is the driver of the whole project. In this sense, it is very important for creative teams to have an excellent understanding of the various skills involved in each project. In this regard, I see the collaboration of Art Director, copywriter, designer and PR team as an unbreakable whole that has to beat as if it’s one heart. In terms of business, it is very important to communicate with clients, and with other companies. Adjusting the tone of communication on social networks, in email or newsletter communication is a process that is actually a constant fine-tuning of the way you address others and ask questions.
Which traits and skills should a marketing, advertising or communication professional have in the new era of communication?
Bojan Musulin: Lucidity, persuasiveness and creative problem solving are the basics that everything else starts from. A leader needs to be able to inspire and engage everyone involved in the project. In terms of advertising, the cultural component in communication may be the most relevant thing. Also, communication should not be one-sided. It is essential that we listen and that there is an adequate dialogue and experience of interaction.
Save your seat at the Direct Media Academy at www.directmediacademy.com
