DUBAI: While up-and-coming musicians in the Middle East may have no shortage of talent or inspiration, promotional campaigns can be a challenge.
Pierre Carnet, the managing director of MassiveMusic’s regional outpost, spoke to Arab News about how to raise the profile and oeuvre of musicians.
Pierre Carnet. (Supplied)
The global music and sonic branding agency has headquarters in both the Netherlands and the UAE. Carnet started out as a hip-hop DJ and producer in Paris before he worked with Chanel, Netflix, Yves Saint Laurent, Amazon, Cartier and others to create music for advertising, films, TV and fashion shows.
Licensing your music for content
Carnet said: “Putting your music up for sync in advertising, television and film is an under-exploited way to reap the benefits of your hard work.
“Not only will you get paid, but the content will help bring your music to a wider audience, leveraging the reach of the brand or film it is used by to promote your track.”
He added that the “best way to access these opportunities is to reach out to music supervisors and music agencies that can pitch your music directly, or ask your label to push your songs for sync.”
Brand partnerships
Similarly, Carnet noted that brands in the region are often looking for culturally relevant, up-and-coming artists to collaborate with for activations and advertising campaigns.
“Brand collaborations can be generated by your music or profile being spotted by agencies looking for trends and undiscovered artists, but also proactively by pitching yourself to advertising agencies, music partnership companies, and labels that will push your name for projects,” he said.
Selling your music on direct-to-consumer platforms
While streaming platforms like Anghami and Spotify are the go-to for many independent musicians, it is difficult to get playlisted and exposed on these mediums.
“Direct music platforms like Bandcamp are designed for independent artists and independent music fans, offering niche music from all around the world, and actively curating discovery playlists.”
In addition, “they enable for direct revenue generation by selling your music instead of collecting streaming revenue, and allow for the sale of merch and branded products as well,” he said.
Network with industry professionals
Industry events like XP Music Futures in Saudi Arabia and the International Music Summit in Dubai, “bring together all industry professionals from the region, from labels and publishers to artist managers to music tech companies ... these are the people who can help get your music heard and promoted,” Carnet said.
Many events also offer showcase stages for smaller artists to spotlight their work, he added.
Participate in the local live scene
“Venues like Cairo Jazz Club in Cairo, The Warehouse in Riyadh, or The Fridge in Dubai put local talent front and center, giving musicians an opportunity to test their music with a live audience, practice their art live on stage, and pick up new fans in person.”
