On April 30, The Recording Academy in Philadelphia presented the first of a monthly speaker series entitled, “Your Online Brand.”  As part of the initiative to aid the arts and music scene in the Philadelphia region, this panel focused specifically on identity creation and online branding for emerging artists.

With social media’s increasing importance and popularity, artists depend heavily on the internet to showcase their talents and distinct personalities, thus creating an online brand.  “Our goal is to give emerging artists and music professionals the tools they need to succeed in today’s ever changing music environment,” says Dawn Frisby-Beyers, Executive Director of the Recording Academy’s Philadelphia Chapter.

Using a variety of social media platforms including MySpace, Twitter, and Facebook, musicians are exploring various networks to release music and attract a wide audience. Additionally, panelists discussed the benefits of blogging to promote new songs and albums.

April’s Speaker Series featured six established music professionals who spoke about their experiences in the industry; from launching their music careers, to managing their public relations. Glenda Garcia, an established public relations professional, spoke about branding and promotion of artists in the industry.  Having worked with students during Grammy Career Day, Garcia discussed effective branding techniques for nascent musicians.  Amir Khan, creator of DreamStream.tv, offered artists avenues in which to explore possible collaborations with established artists and music professionals.  DreamStream.tv is a social networking site dedicated to establishing and fostering an online community of like-minded music professionals.  In his remarks, Khan explained the importance of having a social network for collaboration and feedback, allowing artists to gain experience and grow within the industry.  Another featured speaker was Andrew Lipke, an established artist with Mad Dragon Records, Drexel University’s record label.  Andrew shared his experiences entering the music recording industry and the challenges faced in overcoming each obstacle. He also offered an artist perspective on promoting an album and artist name through online tools. 

Other panelists included Mark Schoneveld, Walt Ribeiro, and Anne Heckenberger.  Schoneveld spoke about his involvement as head blogger and Senior Community Manager for Poptent, a social network for creative professionals looking to connect with companies in need of branded content.  Ribeiro, “The Internet’s Music Teacher,” touched upon his unique approach to music education, sharing and collaborating with his internet music community.  Media guru, Anne Heckenberger, provided insight into using social media for PR campaigns by speaking about her experiences at the interactive agency, Red Tettemer.

The Philadelphia Chapter of the Recording Academy plans to hold a Speaker Series the last Thursday of every month.  The next Speaker Series, entitled “Music and Money: Managing Your Finances,” will be held on May 28.  Featured panelists will focus on the effective management of finances for emerging artists and music professionals. The event is open to members of the Recording Academy who may each bring a guest. The general public is encouraged to apply for a membership online in advance of the event. To RSVP to the speakers series, email rsvp_philadelphia@grammy.com or call the Recording Academy at 215-985-5411. 

For more details on The Recording Academy in Philadelphia, visit http://www.grammy.com/Recording_Academy/Chapters/Philadelphia/.