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Equipos de comunicación, ¿aliados necesarios para los músicos?

Since the creation of the Gutenberg printing press - and with it the possibility that a score would cease to be a unique work, to become something reproducible - a network of support and amplification of music was built.

Esta red creció y creció (conformada por editores musicales o publishers, emisoras de radio, compañías de discos y managers, productores musicales, distribuidores y tiendas de música, escuelas, entidades de gestión de derechos de autor, agentes de booking, locales, festivales y eventos en los que la música juega un rol principal, periodistas y críticos, revistas especializadas y, más recientemente, canales de distribución digital, plataformas de streaming o escucha on-line y un largo etcétera) hasta conformar lo que hoy entendemos como industria musical.

Hay músicos que no experimentan nunca  grandes distancias —o las acortan a conciencia— entre su trabajo y sus públicos: los que tocan en los bares y restaurantes, los que puedes encontrar en las grandes ciudades a la salida del metro o en los propios vagones, animando el paso de los transeúntes con interpretaciones mejor o peor logradas y contando generalmente con un mínimo de herramientas básicas para hacer la música.

There are also many musicians who greatly enjoy doing their work collectively, not deciding for themselves what they play, but following a score and a program created by others, under the direction of a conductor, sometimes with a fixed salary. Of these, some complete their income by teaching or doing other tasks.

But if your idea is to try a successful solo career or lead a musical group that conquers crowds, you have a lot of challenges to deal with, but also tools that you can count on in that endeavor. In other words: unfortunately, it is most likely not enough that you are a tremendous musician for your work to find its way and find its natural audience.

If all that potential audience you think you have doesn't know you exist, if they don't have a way to listen to you, if they've never heard of your music, how is it supposed to find you? Not even the Internet with its almost universal reach and the enormous possibilities of dissemination that it makes possible, guarantees that you will safely reach all your potential listeners. On the contrary, in the era of unlimited availability, the great challenge is to get hold of a part of the possible audience, that will choose and prefer you among so many and so diverse musical offerings.

And it is here that can be very useful a figure from the industry or the music ecosystem that —although emerged in the 20th century— has acquired enormous potential in the last 20 years: the agent or the agencies of communication (or public relations, or digital marketing, depending on the degree of specialization, the type of services they provide and the name, in short, they decide to use).

These people or organizations - which may be tiny or huge - are dedicated to enhancing the career of artists by providing a series of services associated with communication. The moment of your musical career when you are in relation to the goals that you set, how happy or frustrated you are with what you have achieved, the observation of the careers of your colleagues or idols and your own intuition, should be the basic points to make a decision about the best time to ask for help to take your career to a higher level from a communicational point of view. It will also depend, logically, that you find knowledgeable professionals in your work environment and that the prices they charge for their services are within your reach.

Existe toda una especialización en materia de comunicación y marketing de artistas; desde finales de los noventa del siglo XX han ido creciendo en número e importancia y hoy en día está francamente aceptado que esta actividad forma parte de las labores sine qua non del equipo que acompaña la carrera de un artista “de éxito”.

En Cuba comenzaron a surgir tímidamente; primero —como es habitual— como actividades que realizaba una persona en nombre de un artista, en coordinación con los departamentos de comunicación de las instituciones culturales y los medios de prensa. Pero en la medida en que los músicos han adquirido conciencia de que la diversidad de canales de comunicación (a los medios tradicionales de prensa se han añadido todos los que Internet facilita, más los alternativos como el Paquete Semanal  y las redes locales) y la cantidad de emisores de mensajes musicales, solo hace crecer y complicarles la vida, ya en los últimos años han ido tomando forma algunos proyectos creativos que intentan realizar una labor más profesional, sistemática y sostenida en el contexto de los servicios de comunicación para artistas.

With totally Cuban talent and effort, that I know of, several have appeared (and in some cases disappeared).

El Megáfono, un pequeño colectivo que salió del extinto periódico cultural La Calle del Medio, fue una de las pioneras y se autodescribió como un equipo de comunicación para eventos musicales. Cumplió un rol bastante interesante en la promoción y difusión del programa musical La Banda Gigante más allá de la propia televisión, que era el entorno natural de este proyecto. Tras la final del evento se ha desarticulado algo, pero es probable que solamente esté hibernando para reactivarse en el momento adecuado.

D´Boutic Music (specialized in reggaeton and urban music) is the result of the efforts of Michel D´Boutic, a young man with natural abilities for the organization who, when he realized that he was a better promoter than a singer, put his batteries to create a basic infrastructure that would serve the emerging talents of urban music. D´Boutic launched from El Cerro towards the Malecón of Havana dozens of teenagers —wireless speakers in hand— to put the popular songs of his “clients”. He learned to use social networks and he identifies itself as an advertising and marketing service that encompasses promotion in the Weekly Package, on radio, social networks and web pages.

Not especially focus into musicians, but with the capacity to have them as clients, as demonstrated its work with Rodrigo Sosa for the La Quenística project, there is JYD Solutions, a digital marketing agency specialized in advertising campaigns and Search Engine Optimization (SEO), image design, as well as the development of digital platforms. They have a fairly large work team made up of designers, programmers, journalists and communicators.

In May 2019, MSK was launched as a project, a platform for the promotion of Cuban musicians in the new settings of the Internet and social networks. According to its founders, it would manage "a set of tools to make the work of Cuban artists visible", which would allow it to "bring them closer to their audiences through the new canons of communication and digital marketing." In principle, they began to work with a group of artists such as Manolito Simonet, Alejandro Falcón and Golpe Seko. They announced their basic rates and a website that has not been activated today yet. The talented team of people that formed its nucleus made us predict an interesting future that we hope to see come true very soon.

Con un trabajo sostenido en los últimos tres años y que solo parece mejorar, está el colectivo Bonus Track. Si bien tiene clientes de otras áreas de la cultura, se especializa en varios aspectos de la comunicación para músicos y eventos musicales. Su equipo de trabajo, conformado por productoras, periodistas, informáticas y comunicadoras sociales está casi totalmente constituido por mujeres súper creativas que son las responsables de la comunicación de artistas como Daymé Arocena y Yissy García y de campañas como la asociada al álbum Inside, para el músico cubano X Alfonso.

In general, a person or group or communication agency or PR, as they are also known, can be an excellent ally to perform many tasks that artists are not always willing to carry out on their own. Depending on your budget and what you really need at any given time, they can help you to:

-profile or define your potential audience;

-Create or manage campaigns for specific events (music releases, concerts or others) or campaigns on certain phases of your career, which will probably include commissioning and producing the conceptual and graphic design of each action;

-design your visuality, which can range from creating a logo, to coordinating and producing photo sessions;

-redactar notas de prensa, elaborar listados de medios, realizar mailings organizados, preparar conferencias de prensa, organizar entrevistas, crear un EPK, dosieres y kits de prensa;

-design appropriate content strategies and eventually create them;

-build, improve or refocus your narrative as an artist, as well as the message to the audience;

-Create, optimize or manage your social networks, defining which ones, creating groups or proposing to participate in others already created, inventing raffles or contests, defining the labels to use;

-Create, design, program and manage an artist or project web page;

-evaluar periódicamente el éxito de tus campañas y acciones offline y/o en las redes sociales y dar informes pormenorizados;

Nada sustituye el talento de un artista. Y, por supuesto, mientras mejor sea su propuesta musical y más claro y sincero su mensaje, más posibilidades tiene de llegar a su público y de que este crezca de manera natural. Sin embargo, en el mundo hiperconectado de hoy, con una  disponibilidad casi infinita de contenidos, herramientas y ventanas de comunicación, la colaboración de profesionales competentes de la comunicación y las relaciones públicas es un plus que puede amplificar y acortar el camino hacia tus audiencias.

Darsi Fernández Hyperlink con figura humana. Tiene mala memoria solo para lo que le conviene. Sueña con jubilarse a leer. More posts

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  1. Abdón says:

    Preciso artículo Darsi, enhorabuena. Y gracias por destacar la importancia de los «agentes» dedicados a la comunicación y el marketing digital aplicado al sector musical.

    Considero que cuando la industria musical cubana aproveche y obtenga el máximo rendimiento de las herramientas del marketing digital podrá situar la música cubana en un lugar acorde a su incalculable valor cultural, tanto en Cuba como más allá de sus fronteras.

    Con los mejores deseos, saludos desde Madrid.

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