The biz's brightest new talents tell their stories. This week it's the turn of Dan Lee, digital marketing manager at Deviate Digital.
What made you choose the music industry?
I played in a load of bands growing up and I’ve been obsessed with the music industry ever since (that old chestnut). Music is genuinely my lifeblood and I couldn’t see myself working in any other industry. I find it so rewarding to be a part of an artist’s journey and add value to something that I not only respect, but am extremely passionate about. No other job would give me such fulfilment! And let’s face it, it’s pretty cool when you’re introduced by your Nan as, “Dan who works in the music industry” to the new neighbours.
What’s been the biggest challenge?
Getting the industry to keep up with the times. It’s hard to manage people’s expectations if they don’t fully understand how or why we want to do something. We spend a lot of time educating at Deviate, as much as we do actively running campaigns, but once they understand it’s great for us all!
What’s the best part of your job?
I get to work with such a diverse range of artists and we have the freedom to try new and out-there ideas! Thinking outside the box and bridging the gap between the ever-changing tech/data whirlwind and regular music campaigns isn’t an easy task, but it’s so rewarding when you get it right. In digital, you’re across pretty much everything on a campaign and are in contact with great people in different areas of the industry. No campaign is ever the same and there’s constantly new challenges to overcome, which I love!
What’s the biggest lesson you’ve learned?
That the business is constantly evolving and it’s impossible for anyone to know everything and be a clairvoyant. However, knowledge is power! Keeping on top of trends, following successful campaigns and generally being aware of technical developments in both the music industry and marketing are key to maintaining a sharp mindset.
What’s the biggest myth about the music business?
That you need playlist support from streaming services and radio to break an artist! Focus on writing truly great songs and building a legitimate, loyal fanbase and the rest should follow naturally. With Spotify’s playlist submission feature, any artist can submit a track to be considered by editors (without plugging) and I’ve seen that work first hand. You need to make sure that track is the best it can be and support it with social presence and a live plot. Getting your chosen playlist addition is a great feat, but it’s not make or break. Pay attention to your monthly listeners over general streaming numbers!
DAN’S RECOMMENDED TRACK:
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