‘My Electronic Music’, or as it’s more affectionately nicknamed, ‘MEM’, is a one day workshop that travels around Australia, hosting a large number of talented and varied music industry professionals, such as producers, artist managers, touring agents and club owners, that offer insight into how to kick start or better your career in the electronic music industry.
The session runs over one day, and with Brisbane’s workshop fast approaching on the 13th of February, I chatted with MEM director Pia Del Mastro about what MEM has to offer.
Stoney Roads: MEM has travelled to Melbourne and to Sydney, how has the reception been thus far?
Pia Del Mastro: We have had such an amazing response across the east coast, with attendees ranging from 13 and up, attending on their own, with friends and even their parents. Those interested in making electronic music their career choice are really excited by MEM because it offers a real, workshop style and non formal approach to learning that eliminates intimidation and fear that can often come with being surrounded by industry professionals in a daunting industry.
SR: What type of person would benefit from attending MEM?
PDM: Anyone who has their heart set on pursuing a career in electronic music will benefit. Or even those who want to learn more to decide if it really is for them.That meaning anyone interested in production, being booked as a DJ, getting into the promoter & festival game to those interested in working on the back end of the scene as a budding manager, agent or PR consultant. All areas that are covered in the day workshops give a real insight into the industry in their state and around Australia, because the speakers involved are normally well involved in their area too, making it so appropriate to each city.
SR: How does MEM assist individuals that want to be in the industry?
PDM: Being a workshop style event, MEM brings together people who are in similar circles to each other in terms of place in the industry. Regardless of what each person wants to achieve, they are in a room with like minded people who they can learn from and from their questions. Our attendees are encouraged to ask questions of panelists in each subject matter that they have prepared that will allow them to gain the real hands on knowledge that often is not communicated or missed in other conference like events or on the internet. There is so much on social media that communicates facets of the electronic industry however social media can often blur perspective too- we bring it back to the ground roots of the industry by professionals like artists, managers and promoters sharing their experiences, answering those nitty gritty questions etc. Think of it as a career day for music.
SR: How does MEM differ from other workshops that are similar?
PDM: We offer what is wanted and ideally what is needed in our industry for emerging talent and music professionals. In a saturated market we all know there is a new producer or DJ, agent or manager popping up daily, however we want to educate those passionate by providing the raw information that they can take away and prepare for their futures and make it the best they possibly can. We provide a constant Q&A style approach throughout the whole session so the attendees and fellow attendees are constantly learning and gaining the info they need, rather than a panel arranged just for those panelists to talk amongst themselves. We also want to ensure this workshop is provided at a very reasonable cost, so we keep it minimal and to the point. We are a hands on approach to learning about electronic music, what the industry has to offer and how attendees can be empowered without the egos and blah blah.
SR: What inspired you to create MEM?
PDM: I have been working in dance music for over 15 years in one way or another. Now as a business owner, touring agent and artist manager, i have more than ever discovered in our local market what is missing and that is access to real info. I was getting many emerging artists and those passionate for a career in electronic music contacting me picking my brain and just wanting to “know things” which often i would also talk to my music colleagues about too. This is where i realised as a niche community we need to embrace the youth coming through the cracks and really assist those willing to put the hard yards in from a very raw stage in their career. Bringing industry professionals together not only broadens the horizons of the youth attending but also opens their eyes to what is happening, what is actually perceived and what is needed on their side- which often we forget about or lose touch with being so in deep in our roles in music. Overall, nothing is more rewarding that hearing from attendees after the workshops thanking us for such an amazing day and noting how much they took away with them- mission accomplished.
SR: What is the layout of the workshop? (Are the classes intimate, is there room for discussion etc.)
PDM: We keep numbers below 80 so it isn’t too intimidating or corporate style per-say. There are 5 discussion panels after one another- Studio & Production, Promoters, Clubs & Getting That Gig, PR & Social Media for Artists, Records & Labels and finally Managers, Agents & Putting Together Your Artist Team. Each session runs for 45 mins with meet & greet after each to allow attendees to speak one on one or perhaps arrange a mentoring opportunity after the workshop.
SR: With Brisbane’s workshop fast approaching, which industry professional’s talks are not to be missed?
PDM: If you are a studio junkie- definitely Tom Piper and Nick Galea are ones to catch, Hugh Foster & Joey Lamattina as venue owners & promoters have been in the game a long time and can give great insight into different facets of the business plus we have some special extra speakers announced shortly that you need to keep your eye on for the day!
SR: Which speakers have enlightened you in previous workshops?
PDM:
Frank Cotela – Onelove
Thomas Knight- Genesis Ent.
Guy Lewis – Vicious
A-Tonez- Artist
Jeff Drake- Ministry of Sound
Sam Korotkov- Manager
Ivan Gough- Artist
Anand Krishnaswamy- BBE
Gabby & Anthony Colombi – Global PR
SR: What are your goals for future workshops?
PDM: We really want to take the workshops internationally as the enquiries from UK & USA has been fantastic and something we could all learn from, with other territories involved. Artists are always really well received at all the workshops so we are planning a bigger alliance with Australian artists primarily and obviously internationals when we set up offshore.
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