[Applause]
from the streets to the industry the
scene industry and business audience
versus influence exploring the
importance of understanding each area
and the differences between the sizes of
an audience and how that may impact
their synergy and influence
traditionally in the music industry
which is where my background comes from
we will operate under a hierarchical
structure you may be able to relate
depending on what situation or industry
you participate in the scene the scene
is comprised of the influences these are
the people at the cutting edge of
breaking news and information the
cutting trends they know what’s
happening but the problem with being in
the scene is you are not monetized and
you’re not making any money where your
influence is optimal your reach
it’s minimal this feeds into the
industry but I’ll start with in 2001 a
tower on a tower block in Tottenham me
in a group of friends of mine – much
like most young Londoners at that time
what an entire atreya station broadcast
in a music that we now know as ground
fast forward a few years and in 2003
Dizzee Rascal signed to XL Recordings
on a major label and that for me was the
birth of the Graham industry
after seven years of success we saw a
group of individuals have solo success
in the mainstream industry these are the
lakhs of Kano
chick monk who’s also from Tottenham
skepta and Wiley the problem with the
hierarchical structure is right at the
pinnacle of the hierarchical structure
you have the business the traditional
music business just didn’t meet the
needs of the Graham scene there wasn’t
any synergy between the business and the
scene so the industry collapsed through
the advancements of social media and
technology and music technology the
entire hierarchical structure has been
shattered and it’s left the music
industry in a really precarious position
weave spotify itunes and i’m pretty sure
you’ve seen celebrated celebrities
talking about streaming and revenues
drop in I believe that this Venn diagram
system is the future of the music
industry and industry this is synergy
with synergy each area is considered
equal no one area person or organization
should take the lion’s share of the
profits or proceeds or lead the
conversation I always say if you leave a
table that you’ve gone to negotiate at
with your hands full you’ve been duped
something’s happened understand in
social media now this leads to me about
social media and the importance of how
to use it I’ll start with understanding
the difference between different social
medias with my artists with my
background being arts management
traditionally I’m meeting artists at the
start of their careers and the first
thing I need to do is figure out how to
monetize an audience they have this
starts with identifying their audience
now statistically artists or creatives
that work in the literary literary areas
whether it’s singer songwriting or music
production or something like that they
tend to do really well on platforms like
Twitter where as artists are
performance-based tend to do a lot
better on Instagram and snapchat where
short sharp visual based content
looking at that IQR is this advice you
are better off having five fateful
followers and 50 unfaithful followers
because at the end of the day the
optimal currency you’re going to have in
that synergy where your voice will be
heard and respected is if you’re able to
monetize your content in the optimal
position this takes me to personal
branding personal perspectives and
characteristics and this is an engineer
as an engineer I’m gonna tell you a
story about me and my friend Jerome so
as I was progressing through the music
industry I built a studio and my friend
Jerome wanted to get involved in 2009 I
signed a multi-tier distribution deal
with a major record label and quickly
looked about hiring staff I couldn’t
look into the main employment pool
because I just didn’t have the money to
pay 30 40 thousand pounds a year so I
said Jerome what you need to do is you
need to come and work with me but as it
was a failing student unemployed we
needed to innovate our way out of that
situation we decided to look on the
internet and see what opportunities were
available now know in Jerome we went
school together I knew that he didn’t
like interacting with large groups very
isolated individual and he liked to work
alone so I said to him
British Gas are offering 215 pounds a
week for an apprenticeship it’s not the
engineering that we’ve been talking
about but it’s enough money for you to
pay for your studio time what do you
think lasts an engineer being an
engineer this goes to FOMO versus Palmer
now for more you may have heard this one
fear of missing out and pomo is the
position of maximum opportunity now with
Jerome’s story I feel like he’s fear of
missing out put him in a position to go
out and secure that apprenticeship for
the 215 pounds a week which Dylan was
able to fund his passion artists do this
all at a time there’s some of us that
are in jobs that we don’t want to do and
we have passions outside of it and
sometimes in completely different
industries and it’s important to me I
think that we take the understanding and
the synergy of how being in
miss feeling like you’re missing out has
an impact on putting yourself in the
right position
I’ll rebuttal this by using Lady Gaga
Lady Gaga we all know her as a featured
artist at the forefront of what she’s
doing but in the beginning she started
out writing songs for other people
that’s putting herself in the position
of maximum opportunity so when the
opportunity arise for her to take the
charts it was all there for back to the
sing industry and business as a Venn
diagram
growing up in Tottenham I grew up with a
corporate parent and a I guess
terrestrial parent on normal parent and
what I’m basically trying to say there
is I grew up in social care foster care
which means I was raised by the state I
also had a guardian in the home and I
believe that through synergy the public
sector the private sector and us as
resident have an equal voice and the way
that we can build this community and
have all equal representation is if we
all come together under more of a Venn
diagram type community rather than a
hierarchy one to remove the
us-versus-them conversation a lot of my
friends to me are unsung entrepreneurs
unfortunately the means that they have
to go through in order to escape some of
the obvious temptations that are out
here and their legacy issues we have put
them in a very precarious situation but
ultimately if they could skills
transferring that those skills and
processes into what they were doing into
something legal they’ll be perfect
there’s a graham artist called J to K
he’s from a group called row deep row
deep the members of that include Wylie
skepta Jamie from Boy Burton oh and a
wealth of other artists
they’ve had number one albums and toured
the UK
in 2014 j2k left road deep and started a
company called CREP protect now Crips is
local slang for trainers he moved from
the music industry to the product
industry using hydroponic technology he
designed and painted a product that
would protect your trainers from dirt
and scuffie in in an interview or not
for the radio which is a platform where
artists : and speak on grm daily he
expressed that in the product in design
world where now krepo tech is one of the
market leaders globally for hydroponic
technology for keeping shoe care clean
he said that the principles that he used
to position his company in the place it
was today were no different to the
skills that he used as an MC to rise to
the top ranks and general deep so in
that there comes the synergy by bringing
all facets of his interest he was able
to unlock potential in an area that he
didn’t even know he would find himself
in and I believe if we take a leaf out
of that and put that in our community as
we’re in Tottenham which is the eighth
most diverse place in the world we will
have the exact same thing that’s me
[Applause]
from the streets to the industry the
scene industry and business audience
versus influence exploring the
importance of understanding each area
and the differences between the sizes of
an audience and how that may impact
their synergy and influence
traditionally in the music industry
which is where my background comes from
we will operate under a hierarchical
structure you may be able to relate
depending on what situation or industry
you participate in the scene the scene
is comprised of the influences these are
the people at the cutting edge of
breaking news and information the
cutting trends they know what’s
happening but the problem with being in
the scene is you are not monetized and
you’re not making any money where your
influence is optimal your reach
it’s minimal this feeds into the
industry but I’ll start with in 2001 a
tower on a tower block in Tottenham me
in a group of friends of mine – much
like most young Londoners at that time
what an entire atreya station broadcast
in a music that we now know as ground
fast forward a few years and in 2003
Dizzee Rascal signed to XL Recordings
on a major label and that for me was the
birth of the Graham industry
after seven years of success we saw a
group of individuals have solo success
in the mainstream industry these are the
lakhs of Kano
chick monk who’s also from Tottenham
skepta and Wiley the problem with the
hierarchical structure is right at the
pinnacle of the hierarchical structure
you have the business the traditional
music business just didn’t meet the
needs of the Graham scene there wasn’t
any synergy between the business and the
scene so the industry collapsed through
the advancements of social media and
technology and music technology the
entire hierarchical structure has been
shattered and it’s left the music
industry in a really precarious position
weave spotify itunes and i’m pretty sure
you’ve seen celebrated celebrities
talking about streaming and revenues
drop in I believe that this Venn diagram
system is the future of the music
industry and industry this is synergy
with synergy each area is considered
equal no one area person or organization
should take the lion’s share of the
profits or proceeds or lead the
conversation I always say if you leave a
table that you’ve gone to negotiate at
with your hands full you’ve been duped
something’s happened understand in
social media now this leads to me about
social media and the importance of how
to use it I’ll start with understanding
the difference between different social
medias with my artists with my
background being arts management
traditionally I’m meeting artists at the
start of their careers and the first
thing I need to do is figure out how to
monetize an audience they have this
starts with identifying their audience
now statistically artists or creatives
that work in the literary literary areas
whether it’s singer songwriting or music
production or something like that they
tend to do really well on platforms like
Twitter where as artists are
performance-based tend to do a lot
better on Instagram and snapchat where
short sharp visual based content
looking at that IQR is this advice you
are better off having five fateful
followers and 50 unfaithful followers
because at the end of the day the
optimal currency you’re going to have in
that synergy where your voice will be
heard and respected is if you’re able to
monetize your content in the optimal
position this takes me to personal
branding personal perspectives and
characteristics and this is an engineer
as an engineer I’m gonna tell you a
story about me and my friend Jerome so
as I was progressing through the music
industry I built a studio and my friend
Jerome wanted to get involved in 2009 I
signed a multi-tier distribution deal
with a major record label and quickly
looked about hiring staff I couldn’t
look into the main employment pool
because I just didn’t have the money to
pay 30 40 thousand pounds a year so I
said Jerome what you need to do is you
need to come and work with me but as it
was a failing student unemployed we
needed to innovate our way out of that
situation we decided to look on the
internet and see what opportunities were
available now know in Jerome we went
school together I knew that he didn’t
like interacting with large groups very
isolated individual and he liked to work
alone so I said to him
British Gas are offering 215 pounds a
week for an apprenticeship it’s not the
engineering that we’ve been talking
about but it’s enough money for you to
pay for your studio time what do you
think lasts an engineer being an
engineer this goes to FOMO versus Palmer
now for more you may have heard this one
fear of missing out and pomo is the
position of maximum opportunity now with
Jerome’s story I feel like he’s fear of
missing out put him in a position to go
out and secure that apprenticeship for
the 215 pounds a week which Dylan was
able to fund his passion artists do this
all at a time there’s some of us that
are in jobs that we don’t want to do and
we have passions outside of it and
sometimes in completely different
industries and it’s important to me I
think that we take the understanding and
the synergy of how being in
miss feeling like you’re missing out has
an impact on putting yourself in the
right position
I’ll rebuttal this by using Lady Gaga
Lady Gaga we all know her as a featured
artist at the forefront of what she’s
doing but in the beginning she started
out writing songs for other people
that’s putting herself in the position
of maximum opportunity so when the
opportunity arise for her to take the
charts it was all there for back to the
sing industry and business as a Venn
diagram
growing up in Tottenham I grew up with a
corporate parent and a I guess
terrestrial parent on normal parent and
what I’m basically trying to say there
is I grew up in social care foster care
which means I was raised by the state I
also had a guardian in the home and I
believe that through synergy the public
sector the private sector and us as
resident have an equal voice and the way
that we can build this community and
have all equal representation is if we
all come together under more of a Venn
diagram type community rather than a
hierarchy one to remove the
us-versus-them conversation a lot of my
friends to me are unsung entrepreneurs
unfortunately the means that they have
to go through in order to escape some of
the obvious temptations that are out
here and their legacy issues we have put
them in a very precarious situation but
ultimately if they could skills
transferring that those skills and
processes into what they were doing into
something legal they’ll be perfect
there’s a graham artist called J to K
he’s from a group called row deep row
deep the members of that include Wylie
skepta Jamie from Boy Burton oh and a
wealth of other artists
they’ve had number one albums and toured
the UK
in 2014 j2k left road deep and started a
company called CREP protect now Crips is
local slang for trainers he moved from
the music industry to the product
industry using hydroponic technology he
designed and painted a product that
would protect your trainers from dirt
and scuffie in in an interview or not
for the radio which is a platform where
artists : and speak on grm daily he
expressed that in the product in design
world where now krepo tech is one of the
market leaders globally for hydroponic
technology for keeping shoe care clean
he said that the principles that he used
to position his company in the place it
was today were no different to the
skills that he used as an MC to rise to
the top ranks and general deep so in
that there comes the synergy by bringing
all facets of his interest he was able
to unlock potential in an area that he
didn’t even know he would find himself
in and I believe if we take a leaf out
of that and put that in our community as
we’re in Tottenham which is the eighth
most diverse place in the world we will
have the exact same thing that’s me
[Applause]
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