Photography: Daniel Blake | @danielblakevisuals

Our NextGen Community event series headed to Glasgow this August. In association with Ticketmaster UK, a panel of industry experts shared their top tips on growing community and building an audience as a music creative, followed by performances from local NextGen community artists and networking.

From the importance of attending in-person events and making face-to-face connections, to getting the most out of social media platforms, these are tried-and-tested learnings from industry experts on how creatives can build a community.

Attending events 

• Regularly attending events in your area is a great way to connect with other artists and industry professionals. 
• In smaller cities or close-knit creative regions like Scotland, attending events is crucial for networking and community building.
• Set a goal to talk to at least three new people every time - this habit will lead to new collaborations and opportunities.

Promote inclusivity with an open dialogue

• If you are hosting an event or performing a gig, make your spaces more inclusive by fostering open dialogue and communication.
• Address issues that matter to your community and ensure that access is part of the conversation, so everyone can be included.
• Work with a diverse range of people to broaden your community and perspectives.

Utilise social media to tell your story

• Social media is a great way to keep people updated with your journey. Forget about the algorithm and post what feels authentic to you. Focus on engaging with your audience rather than just building a brand.
• Reach out to others creatives you admire online - so many collaborations and opportunities come from networking on social platforms.
• However, while social media is crucial, especially platforms like TikTok, be mindful of your mental health. Find a balance between content creation and self-care.

Don’t be afraid to be vulnerable

• Embrace vulnerability when reaching out to others; it’s a strength, not a weakness.
• Being honest and authentic in your interactions can create deeper connections with your audience and peers.

Leverage platforms and radio for exposure

• Use platforms like Ticketmaster Local to gain exposure, particularly if you’re an emerging, grassroots artist.
• BBC Introducing are always looking for new music - don’t miss out on this avenue for exposure and upload your tracks for the chance to be played on the airwaves.
• These channels can help you make connections and build your community by highlighting your work to a broader audience.

The power of one

• In smaller areas, one person can often be your gateway to a whole network of musicians and artists.
• Don’t underestimate the power of local networks - get to know one person, and you’ll likely meet many more.

Be persistent

• Don’t be scared to ask for favours or send follow-up emails a few times if necessary.
• Persistence is key when trying to connect with people in the industry you admire. 

Be Creative and Authentic

• Find artists whose work you admire and learn from them, but always stay true to your own style and voice.
• Use your community to collaborate and grow organically before investing in paid promotion.