Its absolutely crazy how time flies. I remember growing up, being the only kid staying at home with mom before I started primary school. I refused to go to kinder garden because the man who worked there had long hair. It scared me. Instead I would watch TV, walk around in the empty streets talking to myself, draw lousy pictures or set up theatre plays on my doorstep and invite neighbors where I would be serving lemonade and cupcakes. As you can imagine I had a very good imagination because I had to entertain myself most of the time. Turning four I was pretty much the managing director of the street. I mean, I was the one looking after the playground when the kids went to kinder garden during the day, so no wonder they trusted me. I look back and it makes me both happy and sad. It was a wonderful time and a reminder that time is pouring out my hands like sand. There is nothing I can do about it. I look into the mirror and I very much look the same. Even friends and family say that I haven’t really changed in appearance since I was five. My imagination is also still intact. I guess the only thing that has changed is that I’m 27 soon to be, and that I have tons of grey hair, which is really not fair considering how well I look after myself. And well, if I have to be a 100% honest I must admit I feel older, not because of the grey hair or because of a number; after all 27 is still young, but I don’t get too excited about things and I feel calmer. It’s sort of boring, but its more comfortable. I have also discovered that I have gone from being very impatient, probably used to be my weakest link to having plenty of ice inside, however, sadly I sold my last company, and it had nothing to do with not enough ice inside. After being sued a million times I decided to sell it to my partner. A friend of mine whom produces computer games in London told me that if you are being sued you must have done something right. I guess so, because we were getting plenty of clients, but I just couldn’t deal with all the paperwork even if we won all lawsuits (it’s the nature of the business: private investigation), but the reason why I left was really just because I had a inner conversation about what I really wanted to do in life. I could probably do well in a number of fields, but I wanted to be true to myself and do something I’m genuinely interested in. The conclusion was the same I ended up with before choosing subject at University 5 years ago. I wanted to study something I understood and something I was really good at, so it would feel like playing and not working; that’s why I chose Music and Media Management, because I’m good in business and sales and I have a very creative head particularly when it comes to music. I have written and composed songs since I was a ten, however business and art do not go very well together, simply because art “should” be priceless, unique…its an emotion. The music industry for instance is a business that makes money by selling emotions – emotional sales, and money doesn’t have any feelings. Are you with me?
Have you ever tried to talk money to a “true” artist? Its like they are disgusted by the word “money”, which is kind of funny as the music industry in particular is multi billion industry. My friend Raykay, one of the world’s biggest music video directors knows all about this, that’s why he is so successful. He knows the value of commerciality and how necessary it is. He has another advantage; Mr. Raykay is a true entrepreneur, which allows him to see opportunities where most people see nothing, also outside the music industry. A few people in the Norwegian music industry thinks his music videos looks easy and superficial (I have to say that I feel that some of the Norwegian music industry is slightly weird and envious), just because its commercial, but I can tell you and so can he; its not. Its like he said earlier today; Its the worlds toughest business, or the worst.
Sooner or later the artist is forced to look at himself as a product. That would be my best advice to any artist trying to break it today, because artists don’t earn money on music anymore, but on every other activity such as gigs or advertising. Reason: Internet and downloads. That’s why the record companies tries to make the artist sign the “360” deal which is spreading risk, investing in all activities that the artist does and then earn from it, which could be good and could be bad. Really, you don’t need a record company today. You would need a PR company, a manager and really good producers and musicians and tons of discipline. Talent is nothing without persistence.
The media landscape in general has changed dramatically forcing the music, film and TV industry to look for other ways to earn money. A great deal of them is seeking revenue in social media, which is a fantastic place to start because there is so much potential. I now work for a company called VMS (http://www.vmsplay.se/) which stands for Video Messaging Service, the natural step after sms and mms. VMS allows you to make money and market efficiently in both pull and push strategies. Our business model looks very much like a TV-channels business model when it comes to pull strategy, earning money from pre-rolls, product placement and subscriptions. VMS as pull looks very much like Twitter, just in video. Then we also offer VMS to cooperate as an internal communication tool and as a marketing tool; it is cheap and effective. Instead of boring sms we allow Mercedes to send video clips of their latest car to clients and potential clients.
I’m very excited of VMS future and the whole change in the media world. Even though I did sell my private investigation company I will be back. Its still an industry that amazes me, and I enjoyed combining journalism with private investigation during my studies, so I guess when I have accomplished some results in what I’m truly good at, which is media, I will go back and invest in business that I’m next to best interested in. Remember that people who are successful are also those who have failed the most; fail, fail better.
