Case Study Interview
Princess Nyah is a performing and recording artist and a clothing line designer and manager. She is based in London.
http://www.binghisboutique.com/
Case Studies – interview questions
- Please give a short history of your experience / work within your sector of the music industries
I started out in the music industry late 2008 early 2009. My burst into the music forum was very unconventional and was pretty much a DIY-style go at releasing music. I wrote a song and handed it out to a few DJ’s and it was an organic tidal wave thereafter. My earliest memories were that of just touring my song up and down the country with little or no regard to the “norm” when releasing music. I had no video, no manager no label no PR company I just had a song and the unity of the club DJ which spread my sound and took me to a place that had me stand along side some of the UK’s most noted and accredited urban artists. Speeding through my career of self releasing music on my own label and shooting videos and then attacking the “norm” to keep up with the Jones is in the music forum. I have gone full circle in understanding my previous success. I was not played on every radio station because I had a radio plugger, I did not perform in every city in the United kingdom because I had a booking agent, all of these things came off the back of my initial break through into the music. Which is touring. 2014 starts, I have my own record label – on which I will be the first artist to release music. The focus is that of when I started out. Real music, touring and the belief that the organic route is the only route for an up and coming artist.
- What do you consider to be your most significant achievement and why ?
One of my most significant achievements would be performing at Wembley arena not once but twice to an audience of 12,000 people. This is very significant to me as a recording artist – everyone has their favorite bit of the process and mine is definitely being on stage. The lead up, the rehearsals, the planning my dancer’s, working with my DJ all to showcase my music to an audience of that magnitude is every artists’ dream. Mine was lived and for that it is a significant part of my life.
- Who/ what inspired you ?
I have many inspirations in my life from my grandparents to musicians and artists such as Beyonce, Lauren hill, Neneh Cherry but my biggest inspiration has to be my mum. Although she is far removed from the music business she has a belief in me that encourages me to continue my journey into the unknown. Although my biggest critic she is my biggest supporter of following my dreams. There was never an activity I wanted to do when I was growing up she wouldn’t let me try.
- Can you give an example of an entrepreneurial opportunity which you identified and were able to develop explaining key steps ?
An important part of my career that took about 24 months to develop was my insight into the world of publishing. I am probably still learning but this was a crucial part of me developing not only as an artist but as business woman. The truth is in the music but most often or not the truth can be very hidden in the world of royalties. As a creative first my passion was to create and the return on investment for me (this) was performing and being heard all over the radio. The shortfall was understanding how you would be paid across the board for everywhere your song was played. I was quite active on PRS and was signed up but the registering of my songs was simply a myth. I soon learned that being a member was important but understanding the way each society works was paramount. So I decided to make calls and find out how things work. I literally called each society and built relationships where I could to pick the brains of the professionals to ensure I had my back end tight. I am a member of every music society there is and more importantly I make sure that I extract exactly what I should be getting from each track that I write that gets played.
- What employment / experience did you have prior to working in music and how valuable was this ?
I worked at a sports shop for a number of years as a manager and this heavily influence me into becoming an artist that takes on the job of a manager too. While working in retail I was infused with music on a daily basis, people selling their own mix CDs outside the sports store every day. I was able to learn the art of team spirit, having your staff and team respect you and be motivated.
- What education / qualifications did you have prior to working in music and how valuable was this ?
I had a B-Tech in media studies and a lengthy stint as a manager at foot locker. I put myself in the circles of the “Do-ers” – people who where starting out and I learned from them.
- What does being a music entrepreneur mean to you ?
Being a music entrepreneur to me, is the ability to create a new way of communicating your craft to the masses. Long gone are the old books of how to break into the music industry. The biggest labels out there struggle to break a brand new artist, with the likes of X-factor and other huge television reality shows focused around music. It is hard to compete if you think of doing things the by the book. Having an understanding of how to extract money from the business is really important and being able to follow your gut and take risks when sharing your music with the world is all a part of being a music entrepreneur. Understanding your music is your truth that then becomes a product that is vital in communicating with your key consumer. Understand that you will have to separate your creativity from your business mind. Being two people, delving into two roles, understanding that your product is something you sell and your not selling yourself is tough but it is what makes for an entrepreneur.
- What key developments do you expect to see in your sector of music in the next five years ?
I am hoping to see that artists look at what works for them and not works for everyone else. Focusing on creating a product and then picking a particular medium to roll it out would be ideal. Using technology to stand out from the rest and forward thinking idea’s that keep the underlying truth of the music but create bigger platforms to create revenue from it. I expect some real game changers to emerge like Jamal Edwards from SBTV, Posty from GRIMEDAILY, unique platforms that stand out and change the face of music.
- If you could change / modify one aspect of your sector of music what would it be and why ?
I would change the need to be in the charts. I would like to see unique examples of success that are not measured on how many downloads you get but by how long you sustain a viable career in the industry using music in new and creative ways. It’s happening already but needs to be seen more. Jason Black creator of Crep Protect and member of Mobo Award Winning Roll Deep is someone who is definitely at the fore from of this sector. Creating a brand new product that ultimately can benefit his music but using his own audio to promote and sell his product.
- If you could change one professional decision you have made what would it be and why ?
I wouldn’t change anything, everything happens for a reason and creates a life lesson for you to learn from. The important thing in any learning curve is the lesson – do you understand it ? Have you learned from it, can you adapt to make sure this same mistake doesn’t happen again. Those are the challenges every one faces. Some ignore them and pass blame others learn from the mistake and stay on track for the result. Lets celebrate the result and put the mistakes down as learning chapters in the pursuit of success.
- What do you consider to be the most valuable attributes for a young entrepreneur wishing to enter the music industries ?
I think there are many valuable attributes a young entrepreneur must possess to stand the test of time. Self belief is the most common of the bunch but I feel having heart in your ideas and project is the most vital. If you love your business you will not stop thinking of ways to make it bigger and better. When you have a baby you love it, look after it and it’s yours for life. No matter how hard it gets with that baby / child you never quit him/her you just adapt and try and make the best for your child. It is the same with any person in business. To be an entrepreneur in the music business or any business you can never switch off the love you have for what you do. It’s in your blood and your DNA. If for a moment you forget you have a business, or other things take precedence in your life like the money, material things, etc then being an entrepreneur is not for you. Through the good times and bad you have to stick it out until you create exactly what it is you set out to create.
- What advice would you give to young entrepreneurs starting in music ?
My advice is to do a mood board of your life, get pictures write quotes magazine clippings and create a vision of exactly what you want out of your life. This will determine whether or not you’re cut out for the lows being an entrepreneur presents. Everyone talks about the success of our music moguls but people rarely discuss Simon Cowell’s bankruptcy or Richard Branson’s hustle as he stood in his pay phone starting out. These are the best times in a business – the lows – but many people are not prepared for this and it knocks (their) confidence when things don’t go as they imagine. You have to be strong willed, determined and open to critique. You have to be prepared to network and make new friends so you can find people that relate to your struggle and in turn support what you’re doing. My final bit of advice would be to seek a mentor in the industry you wish to get into. Mentors are great as most people who have been there / done that are very happy to help someone who is just starting out in business. Mentors are often found at networking events!
musicentrepreneurship.net 