Career Development Workshop: Marketing, Promotion and Branding
Facilitated by Chelsea Wilson (MAPA, Brunswick Music Festival, Stonnington Jazz Festival), the panel will feature Lydia Dobbin (Play On), Jack Mussett (Motherbird), Sarah Guppy (This Much Talent) and Dean Worthington (Melbourne International Jazz Festival).
This 60-minute session explored the all-important, ever-changing world of marketing, promotions and brand management. All artists need to be aware of and in control of their image and communications. What are basic marketing skills all artists should be aware of? How do you establish your brand? What is a brand? How are you going to communicate your offering in an authentic and professional way? How do you communicate your point of difference? How do you create a suite of assets for use by presenters, promoters, festivals, record labels etc? How to conquer the world of social media? How do you create a marketing plan? What’s the role of a publicist/designer/photographer/marketing agency?
The session included a Q&A with the audience, so here’s your opportunity to learn from some of the best in the business.
Chelsea Wilson is a Melbourne based vocalist, songwriter, broadcaster and DJ. Her debut album I Hope You’ll Be Very Unhappy Without Me was lauded #2 Album of the Year on ABC Radio National and nominated for Best Soul album at The Age Music Victoria Awards. She recently made her UK debut at Glastonbury Festival 2015, performed sell-out club shows at London’s Jazz Cafe and Bizz ‘Art Club Paris and supported Macy Gray on her Australasian tour. Her weekly radio show Jazz Got Soul airs every Thursday at 11 am on Melbourne’s PBS 106.7 FM. She also curates the Women of Soul series featuring artists such as Kylie Auldist and Stella Angelico and is on Music Victoria’s ‘Women in Music’ advisory panel. Currently, Chelsea is Artistic Director of Stonnington Jazz Festival.
At home in Melbourne, Lydia Dobbin relishes various academic and musical pursuits. Amongst teaching piano, working as assistant to Anna Goldsworthy (respected pianist and author), and managing the Seraphim Trio, Lydia is also playing a part in organising the Port Fairy Spring Festival. Lydia’s diverse engagements are backed by a hectic study schedule. Her double degree in Arts and Music from the University of Melbourne culminated in an exciting ancient history research trip to Greece, Rome, and Turkey. On the music front, Lydia’s Honours thesis probed a controversial topic: Dmitri Shostakovich’s reception in the Soviet Union.
Lydia’s interest in music criticism led to her meeting the eminent music critic for The New Yorker, Alex Ross. As well as reading about music, Lydia enjoys feminist literature, and especially works like Ariel Levy’s Female Chauvinist Pigs. When asked about long-term career aspirations, Lydia reflects positively on her current pursuits and looks forward to a career straddling arts administration and academia. With talk of a PhD on the horizon, there is no sign of Lydia’s spirits flagging!
Jack Mussett is Partner and Creative Director at Australian design studio Motherbird. The studio works with a diverse set of clients from all around the world including; MTV, Nickelodeon, Qantas, ABC, Warner Music, the Australian Government and Netball Victoria. Motherbird was named a Top 10 Design Force in Australia by Design Quarterly magazine, as well as taking out the SOYA Award for best young creative in the country.
With a passion for the industry, Jack has been the Victorian Chairman for the Australian Graphic Design Association (AGDA). Amongst giving regular lectures at Australia’s leading universities, Jack’s public speaking engagements include; Semi-Permanent, Vivid Sydney, Creative Mornings, Sex, Drugs & Helvetica and Analogue Digital. He’s had the honour of being an emcee at the internationally renowned agIdeas design conference as well as recently being on the judging panel for the Create Awards. Jack has a love of brutalist architecture and cheeky wordplay and concedes that this is a ridiculous juxtaposition.
Sarah Guppy is a publicist and marketing professional. Sarah’s global perspective has gained from years of working both in Australia and the UK. Working in the London office This Much Talent led to setting up and becoming the Director of their base here in Melbourne.
Since settling back in Australia, Sarah has worked worked as the booker and publicist for venues Revolver, Shadow Electric and books the live acts for VAMFF (formally L’Oreal Fashion Festival).
Sarah’s clients for publicity and marketing include Besser Space, Gig Life Asia, Leaps and Bounds Music Festival 2017, Collarts, Music Victoria (The Age Music Victoria Awards and Membership Drive) and Marysville Jazz and Blues Weekend and more.