Hi, I’m Piyapong Muenprasertdee, but people call me by my nickname, Py, which is pronounced like apple ‘pie’ (Thai people go by nicknames, and our first names are for official use only ^^’). I also go by “Py – The Friendly Drunk Thai Guy” when I introduce myself to people at music conferences, so they can easily remember me, and know that I can enjoy having a good time with a drink in-hand 😉 But I am quite the nerd, which you can find out more about me on my personal website, pypiyapong.com.
I am one of the co-founders of AXEAN Festival, and I’ve written this article/guide for artists and anyone who’s interested as I’ve found in my personal experience that most people don’t understand what it is – including artists not knowing how it works to the benefit of their career versus the investment they have to put in to participate in one effectively.
I do hope reading through makes it more clearer to you about its purpose, how to make the most out of it, and how it benefits the music landscape as a whole.
P.S. I did get help from AI in writing this piece to make it quicker, but reviewed it to make sure the content is accurate. So, if any phrase doesn’t sound like a human, a virtual robot helped me with the writing ^^’
Above: Yes, that’s me in the circle enjoying myself at South Korean band BULGOGIDISCO‘s show at AXEAN Festival 2023. And funnily, I don’t remember much about it (guess why) ^^’, but I knew I had a good time ^_^
Let’s start with this in mind…
There probably aren’t many artists who are great businessmen/women, and I believe it is true vice versa. But, I believe that artists should try to understand this business concept of “Vision, Mission & Strategy” statements and be able to write ones for themselves to help guide their musical careers.
Vision
A Vision Statement is basically an articulation of how would you look like (vision = visualizing) if you have reached your goals. For example: your normal performance would be in a stadium of tens of thousands of screaming fans or headlining festivals in Europe and North America; or touring clubs around the region every week meanwhile having 4 months out of the year to go into the studio and produce a new album annually; or have your music placed in Hollywood movies; or having millions of streams per month on Spotify, etc.
Most Vision Statements are like long-term goals; however, you can also break it down to smaller and more achievable milestones. Chasing to big a dream is really tiring, I must say ^^’
Mission
The word “mission” in dictionary terms revolves around the words tasks, duties and actions. In business terms, a Mission Statement is an action-based statement that declares the purpose of an organization and how they serve their customers.
However, my own interpretation is that a good Mission Statement for an artist is a list of actions that will help realize the Vision Statement. For example, if the artist’s vision is to tour Europe successfully and also consistently, the artist must work with a booking and touring agency; but before that they should also get noticed in a target market, which means the artist must be able to distribute their music to the targeted market and work with a local publicist to be mentioned in relevant media outlets. Another example is that if the artist wants their music be used in movies and video streaming platforms, they would have to work with a sync licensing agency, etc.
Strategy
A strategy or strategies for me is basically plans of achievable actions to realize the things listed in the mission statement that will help get closer to realizing the vision statement.
Wow, quite a mouthful! Let’s break it down.
Let’s say you want to find a booking agent. You think where could you find one. You might Google or ask for some friend’s advice, see their roster to see if the artists are similar to you, check out which territories they cover and if they match your plans. You then send them a cold-email, and then maybe get to do a video call – if they respond positively. But if you’ve figured out where they would gather, like at a booking agent convention like the International Festival Forum (IFF), or a music showcase festival like The Great Escape (TGE), then you might go there instead of trying to snipe them out one-by-one.
So, what I mentioned above are 2 strategies can help you achieve the same mission, but it totally depends on how you want to execute it. Like if you don’t have the funds to travel to do showcases, cold-calling and cold-emailing might be the way. Or if you have a friend that can help connect you to the right person somewhere, that could also be your strategy.
Adopting these methods to your careers
I always, always ask artists about their goals, how they plan to get there, what they have already achieved, etc, and I find that a lot of them don’t really know or have that vision in mind. So sometimes I’d ask which artist do you think would be able to represent whom you aim to be in the future, which is much easier because they would normally think of their favorite artist or artists whom they admire already.
So, I hope you can understand a bit about where I’m coming from before reading further. And every time you have a doubt about what to do next in your career, always come back to your Vision Statement and see if it is still what you want to be. Review if your Mission Statement is still the best methods to achieve your vision or change the list if your vision has changed. Also adjust your strategies once in a while if you think the ones your following now don’t work.
What is a Showcase Festival?
As an aspiring artist, you’ve probably heard about music showcase festivals. These events are more than just stages and spotlights; they’re gateways to opportunities, connections, and artistic growth.
Definition of “Showcase”
When you Google Image for “showcase”, the results are either storefront displays or transparent shelves displaying products or home decor.
Industry Showcase
In a business context, its definition is the display of a company’s products and/or services to attract potential buyers i.e. an exhibition, expo or trade show.
Music Showcase Festival
A “music showcase festival” is the music industry’s version of an exhibition, expo or trade show where stages replace booths and musicians would showcase their musical performances to attract talent buyers.
As an artist who is thinking of doing a showcase festival, you need to look at it from a business standpoint.
If you’re not proficient at business, get someone or some people to help. So, while you are performing your back-side off on stage, somebody’s covering your business-side (pun intended)!! 😛
The key difference between a Commercial Music Festival and a Music Showcase Festival
Commercial music festivals are for the audience’s ‘pleasure’.
A normal commercial music festival that we know of serves the audience by featuring artists that they’d want to see.
A music showcase festival is for the artist’s ‘career’.
A music showcase festival on the other hand serves the artists by featuring them in front of potential talent buyers, which is why it has conference and networking elements built into them.
What are the Benefits of a Showcase Festival?
A showcase festival is a unique blend of live performances, industry conferences, and trade events. Unlike regular music festivals that cater primarily to audiences, showcase festivals are designed to serve musicians.
1. Access to the Gatekeepers
The music showcase festival organizer plays a crucial role in facilitating connections within the music industry. Their primary objective is to attract industry professionals – collectively known as ‘delegates’ – including label executives, booking agents, and managers. By creating an environment where artists and insiders converge, the organizer sets the stage for potential collaborations and deals. Additionally, to ensure the presence of the right delegates, they may shoulder expenses such as travel, accommodations, and professional fees for industry guests.
On the other side of the stage, showcase artists participate without monetary compensation, as they exchange their performance for the invaluable business opportunities provided by the organizers.
2. Access to New Markets
While domestic music showcase festivals primarily spotlight local talent – artists striving to break out of their hometowns or elevate their music careers – there’s a broader spectrum. Here’s the breakdown:
- Domestic Focus: These events cater to artists seeking local recognition. Delegates attend to discover fresh talent for their local markets.
- Crossing Borders: On a grander scale, international showcase festivals attract artists and delegates from around the world. Their missions are to break out of their home countries and introduce new talents to their own markets, respectively.
3. Access to New Knowledge
As technology continues to reshape the music landscape, staying informed is paramount for music professionals. Showcase festivals recognize this need and often include conference tracks, which includes keynotes, panels, and workshops that help keep music professionals informed about industry trends, emerging technologies, marketing strategies, and distribution channels.
The music landscape is highly competitive, so many showcasing artists might not be able to attract the interest of any delegate at all. But even without immediate deals, artists can leverage new knowledge and tools learned at these events for marketing, PR, and distribution, etc.
Thus, showcase festivals are not for debut gigs. Artists need traction and a serious commitment to their music careers. They must be willing to invest in themselves and be well-prepared business-wise. And although not always large, the audience at these events holds significant influence to an artist’s career.
As a showcasing artist, you must treat a showcase festival like a sales conference i.e. research attendees, prepare business cards, actively engage with industry professionals, and follow up with contacts.
It’s not just about performing; it’s about working the business side as well.
Fun Facts
Coldplay
Legend has it that Coldplay whilst performing for a crowd of around 10+ people was discovered by Debs Wild, a talent scout at the In The City music conference and showcase festival in Manchester in 1998. She loved the band’s performance and also the members as people – helping them out for a couple years till they actually broke with their debut album, Parachutes. She’s still a part of the band’s team to this day.
Source: Interview: Debs Wild on discovering Coldplay, Coldplay.com, 12 DEC 2018.
Moral of story: It doesn’t matter how many people see your performance – it’s who and how they feel about you. You might only need just one person who would really care about your music, and is willing to help you get to the next step in your career!
John Mayer
Another legendary story is about John Mayer who was approached almost immediately after his showcase at SXSW Austin, TX in 2000 by Aware Records – the label that led him to sign with Columbia and helped him drop his first album.
Source: 10 Artists Who Blew Up After SXSW, Complex.com, 11 March 2014.
Moral of story: Not everyone is a super talented artist who can command attention and quickly get signed after a showcase! The lesson is you just have to be there and do your best – both in music and business!
Phum Viphurit
For a case study closer to home, we have Phum Viphurit from Thailand who showcased at the first edition of Taiwanese showcase festival LUCfest in 2017. Fortunately, I was there to witness the crowd of about 20 screaming fan-girls, maybe 20 more people in the room, and a bunch of delegates who ran up to me asking if they could book him for their festival because it just happens that Phum and I are from the same country! ^^’
The thing is that Phum never knew what a showcase festival was but was invited to come that year, so I gave him some tips and introduced him to some of my delegate friends. And with his friendly and nice personality, he was able to network like a natural pro – and you could say the rest is history!
Moral of story: Phum did have a viral hit at that time, but was still a small artist. However, apart from his musicianship and charisma on-stage, he’s also a great person, which I would say is one of his strongest traits!
Above: Phum Viphurit performing “Long gone” at LUCfest 2017.
What do you need to Prepare for a Showcase Festival?
As mentioned above, a showcase festival is not just about performing; it’s about working the business side as well.
So, what materials do you need to bring with you? What script should you prepare for your elevator pitch? What could you do to even get selected to showcase in the festival in the first place? Here are some useful tips and tricks:
1. Application Preparation
Before applying for a showcase festival, consider these crucial steps:
- Self-Assessment: Reflect on your career stage and aspirations. Where are you now, and where do you want to be? Understand the investment required – both financially and artistically.
- Event Research: Not every showcase festival is the same! There’s a difference in location and size of course, but there’s also the types of music, audience and delegates they attract.
- For example, WOMEX is catered to world music; Music Matters is more corporate mainstream music; while Zandari Festa – with an official slogan like “Listen to Music, Drink Beer and Make Friends!”, you can imagine how much of a music-focused party-vibe it is!
- So, pick the showcase festival where you’d feel comfortable being yourself whilst hustling your music business to the right type of people!
- The Cost Factor: Showcase festivals can be expensive. Traveling to an event that doesn’t pay a performance fee is a significant consideration. Weigh the costs against potential benefits.
- Not-so-fun facts: While some showcase festivals provide the venue/space, stage construction, audio-visuals, and backline equipment (AXEAN Festival does); some don’t provide anything! It’s exactly like an industry exhibition where the exhibitor (artist) pays for everything from renting the booth space (venue), the booth construction (stage production) and furniture (backline equipment rentals). So, think wisely if you have and can manage the funds, and don’t do it if you’ll go broke!
- The “Traction” Quotient: Industry professionals – delegates and organizers alike – seek artists with traction. What does this mean? It’s your track record: the number of records released, shows played, fan base size, and accolades received. Traction demonstrates your impact in a language business professionals understand
So, how can you show your traction?
Having a well-organized online presence is one way to do it. Here are some tips to make it easier for organizers and industry professionals to discover and understand the value of your talent:
- Professional Website:
- Create a professional-looking website that neatly presents your bio, discography, and other essential information.
- Include a press kit with high-resolution photos, artist statement, and any notable press coverage.
- Make sure your website is mobile-friendly for easy navigation.
- Social Media Links:
- Link your social media profiles prominently on your website. These platforms are essential for connecting with fans and industry insiders.
- Regularly update your social media accounts with engaging content related to your music.
- Popular Tracks:
- Showcase your best tracks on your website. Consider creating a dedicated section for your music.
- Provide streaming links (e.g., Spotify, SoundCloud) so that organizers can listen to your work easily.
- Linktree or Similar Platforms:
- If you prefer a more concise approach, use platforms like Linktree. They allow you to create a single link that directs visitors to multiple destinations (e.g., social media, music platforms, website).
Remember, a well-curated online presence not only impresses organizers but also makes it convenient for them to explore your artistry.
2. Showcase Preparation
Now, you’ve been selected to showcase. Congratulations! You might be fundraising to cover the costs of your trip and promoting it on your socials. But remember it’s not just about getting there, performing a great show, come back, and wait for someone to call you!
What materials do you need to prepare and what else you need to do before your trip?
1. Artistic Materials and Branding
- Personal Branding & Identity: Ensure consistency across all media and platforms. Your logo, color scheme, and overall visual branding should align with your music style and persona.
- Social Media Strategy: Ramp up your social media presence. Promote your showcase, engage with followers, and create anticipation.
- Press Kit: Assemble a comprehensive press kit with photos, a well-crafted artist bio, and any notable press coverage, and put it on your website. You can printout and bring some with you to the showcase festival, or go paperless (or less paper) by creating a QR, which you could show from your phone, print on small pieces of paper, or include in your business cards and/or flyers.
- Tip: You can put some creativity in your press kit. For example, when I went to Zandari Festa in Seoul, South Korea for the first time, a band handed me their press kit that looks like a cigarette pack – with printed bio, a thumb drive with their songs, a couple cigarettes and a lighter!
- Music Samples: Curate a playlist of your best tracks, which you can share streaming links (e.g., Spotify, SoundCloud) with organizers and delegates via email, or include it in your website, socials or Linktree, which you can also share by QR code when you’re at the event itself.
- Show Flyers: Audiences at showcase festivals will normally not know about your band – because they’re supposed to be there to discover new ones, right?! So, giving away flyers to attract more people to your show will not only make it more fun for you on stage, but you can also have the opportunity to show delegates how you can command a crowd!
- Merchandise: If it’s OK with the organizer, bring CDs, t-shirts, buttons, stickers to sell and giveaway at the show! The amount of sales can help you gauge if your show was a good one or not! In addition, present some to delegates and other artists for goodwill and entice them to come see your performance!
2. Logistics and Practicalities
- Travel Arrangements: Book flights, accommodations, and transportation well in advance. Factor in time for rehearsals and acclimatization.
- Health and Wellness: Prioritize self-care. Stay hydrated, get enough rest, and manage stress. You want to be at your best on stage.
3. Networking Tools
- Business Cards: Yes, they still matter! Design professional business cards with your contact information. Hand them out during networking sessions.
- Tip: Creative business cards can demand attention and make people remember you easily! Mine looks like an ear as we’re a music company, and that always gets more attention than plain ol’ rectangular cards!
- Elevator Pitch: Craft a concise and engaging introduction. Summarize who you are, your music style, and what makes you unique. Be ready to deliver it confidently.
- Tip: If they’ve never heard your music or know about your sub-genre, maybe try saying the main genre with a mix of famous artists you might sound like plus some adjectives, for example “Imagine if David Bowie and Kylie Minogue had a baby but plays a darker kind of pop.” I don’t know if that makes sense, but would definitely make someone interested! The trick is not to explain how you sound exactly, but grasp their interest to want to learn more about you and your music!
4. Research and Strategize
- Set Goals: What do you want to achieve? Is it signing with a label, securing bookings, or expanding your network? Define clear goals and look for the people who align with those goals.
- Know Your Audience: Research the event attendees – delegates, industry professionals, and fellow artists. Understand their backgrounds and interests so you can strike up a conversation whenever you run into them.
- Tip: Some delegates will heavily research about all the artists and actively hunt down artists that they’re interested in, but some could be more reactive and rely on their luck! However, all of them would appreciate a professional and easy to talk to artist any day of the week!
3. At the Festival
- Act On your Preparations: As mentioned above about all the preparations, just do it! I don’t think I need to elaborate much ^^’
- Be Nice – Don’t be an A**hole: This should go without saying, but I think it’s so important, I should explain a bit about what I mean ^_^
- Be friendly: Just be open to talk to new people, strike up conversations, say nice stuff about what you see, e.g. “Hey man! I love your out fit!”; “Hi! Whose show are you looking forward to see?”, etc.
- Be helpful: My personal philosophy is to give-before-take and try to be helpful. For example, “Oh, are you trying to find this venue? Just follow me!”; “Are you looking for this guy? Let me introduce you to him!”, etc.
- Tip: Asking for help is another way to strike a conversation, and you’ll now have the opportunity to offer your help in return!
- Say nice things: There’s a saying that goes “If you don’t have anything nice to say, don’t say anything.” because you can quickly put someone off with negativity.
- Giveaway presents: Offer your merch, stickers, CDs; buy drinks, etc, to fellow artists and delegates. It helps create goodwill and could help entice them to your show! One thing I like doing is bringing a bottle of Thai rum to a conference and showcase festival, and offer people a taste of Thailand. It’s a great conversation starter, and great way to represent my home country and the Thai bands showcasing there!
4. Post-Show Follow-Ups
- Debrief: Reflect on your performance e.g. What went well? What could be improved? Take notes for future shows. Review your contacts e.g. Who did you meet? What did you talk about? Who you should have met, but didn’t? Also, check your financial health – did the trip break the bank? Think about your next steps, too.
- Thank-You Notes: Send personalized thank-you emails to organizers, delegates, and anyone who supported you during the event. Also, send follow up emails whenever you have any new developments, whether a new single, a new album, an upcoming tour, etc.
- Follow-Ups: So, you might have talked with a delegate about playing at their festival – follow-up; you might have talked with another artist about collaborating on a track – follow-up; you might have told them you’ll send them additional material, FOLLOW-UP! ^_^
Managing Expectations
What is the definition of “success” participating in a showcase festival?
From the above Fun Facts case studies, they are obviously almost unrealistic for most artists, right? I mean, there are lots and lots of bands who showcased at these festivals and still have nothing to show for themselves!
So, are showcase festivals not worth it in the first place?
It’s not worth it if all you want is for some big-shot to discover your hidden potential, offer you a contract, and make you famous!
So, what’s the definition of a successful showcase participation? What are the realistic expectations for showcasing at such a festival? Here are my answers along with some case studies from AXEAN’s artist alumni!
(Remark: This section was edited and added on 22 March 2024)
1. Show Bookings & Touring
This is probably one of the most basic goals that come to mind, and definitely what most of the artists I have encountered wanted.
AXEAN invites a lot of festival owners and curators, and we have had some success cases, like:
- After a participating in 2 AXEAN festivals – a virtual and physical in 2021 and 2022 respectively, VannDa from Cambodia was invited to perform at Big Mountain Music Festival, and fellow label artist Vanthan was also included as a support artist apart from being individually booked for Maho Rasop Festival and Wonderfruit Festival – all Thailand-based music festivals in 2022.
- Jatayu from India showcased at our first physical edition in 2022 and was booked by Fuji Rock for its 2023 edition.
Why were they booked? To put it shortly – musicianship, showmanship, uniqueness, traction, and most importantly in my opinion – professionalism.
- VannDa and Vanthan were in a label that were able to provide international level business support.
- Jatayu reached out to us directly, provided their information and materials in professional formats, and always followed up in a timely and professional matter. They are a self-managed indie band, but could deliver professionally accepted quality with effective communication to backup their musical prowess on stage.
Lesser known festival bookings of AXEAN artist alumni also were for example: Masdo [MY] and motifs [SG] to Playtime Festival 2024 in Mongolia; Oh, Flamingo! [PH] to World Fest 2024 Saarang in India, I Mean Us [TW] to Baybeats 2023 in Singapore; Sunwich [ID] to F1 2023 in Singapore, etc.
And there’s also touring examples like: SOS [PH] who did a 3-show tour in Thailand plus Baybeats in Singapore and Music Lane Festival in Okinawa, Japan; The Itchyworms with a Japan, Taiwan and Australian tour; and Jatayu who did a Taiwan tour.
2. Other Showcase Invitations
Many showcase festival owners and curators will be looking for artists to showcase at their own festivals. This is another kind of show booking, but frankly – a likely unpaid gig. However, each showcase festival is unique – attracting different types of talent buyers, which some are genre- and/or territory-specific. So, artists must look at these invitations as a way to penetrate additional or even more specific markets, and must have the resources to support doing so – again going back to their career vision and long-term goals.
Here are some examples of AXEAN alumni artists being invited to other showcase festivals:
- SXSW in Austin, TX, USA include: Shelhiel [MY], Reality Club [ID], Vanthan [KH];
- Music Lane Festival (formerly Trans Asia Music Meeting & Sukurazaka Festival) in Okinawa, Japan include: August Wah [PH], Tanayu [ID], Golden Mammoth [MY], Logic Lost [ID], Alisson Shore [PH], DVY [ID], XTIE [HK];
- Canadian Music Week (CMW) in Toronto, Canada include: Coming Up Roses [SG];
- Music Bridge in Tokyo, Japan include: Taba Chake [IN], Awang Samrow [MY], Sophia Everest [MM];
- Earhub in Hong Kong include: Logic Lost [ID];
- Etc.
3. Media & PR
Apart from getting some attention from the media outlets covering the event, artists can also use the opportunity to create content and increase their credibility and getting clout back home (or wherever their fans are via the interwebz!) like the news articles by HipHopDX Asia interviewing several hip-hop artists in 2022 and Bandwagon featuring Thai rapper – Singnoy in 2023.
And one of our artist alumni – Deer Mx who are originally from Mexico and now residing in Hong Kong was featured on the cover of a Thai music magazine – BLAST! How crazy is that???
The thing is showcase festivals offer opportunities to either get featured on established media (with some reaching out and/or pulling strings), but if not – you can create your own social media content! You just need to try hustling!
4. Cross Collaborations
Artists co-writing and featuring in each other’s tracks is a tried-and-true method used by many international artists as it is a way to gain new fans as one is exposing themself to another artist’s fanbase and vice-versa.
In my personal opinion, I think this is the least kind of thing an artist should try to get out of a showcase festival! I mean you and other artists are showcasing at the same festival, why not go see each other’s shows, figure out whose music you like, and who you want to make new music with!?!
I’ve been hearing a few AXEAN alumni have been secretly working on collaboration projects that are not publicly announced yet (so I can’t say it!), but one pair who were not shy to share their work-in-progress are H 3 F from Thailand and Vũ Thanh Vân who went to work almost right after AXEAN 2023!
Some Advice
I often hear bands complain that they never got any opportunities after the showcase – no shows, no tours, no press – nothing. Some of them would say that showcase festivals are just not worth it and discourage other bands to not do one. What I would say is that everyone may and can have different opinions, which I do respect. But from my point of view, opportunities can’t just really fall out from the sky; a lot of things take time; sometimes it’s just about being at the right place at the right time meeting the right person; and most importantly – a positive and open mindset that is ready to seek, spot and seize that opportunity! (Ooh! 5 S’s!)
It takes time and a lot of effort for a festival curator to consider all the artists before making a booking; for a touring agent to plan and execute a tour; for a PR agent to properly promote an artist; and any professional who wants to do a great job.
So, going to a showcase festival really is like a sales conference as mentioned before. Just like a good salesperson who wouldn’t shove their product in people’s faces and hope they’ll buy it right then and there – getting to know people, building a relationship, and trying to work with them on the long-term should be the way to go.
Thus, you must figure out your goals, e.g. what do you want to achieve; how do you see yourself in the future – and break it down to smaller achievable steps so you can see what to do when you encounter an opportunity ^_^
Conclusion
Today is 11 March 2024, and I think I might come back to edit this page every once in awhile as I might be forgetting to mention about something, or have new case studies to add (‘coz I’m exhausted now!). But I do hope you as the reader could understand more about what a music showcase festival is and how it can benefit your music career.
(FYI, edited the next day – 12 March 2024!)
One last thing I’d like to mention coming from my own experience is that I believe a music profession is a career of passion – because I can’t think of anyone I know who didn’t love the music before they got in the business!
In addition, with the emotional relationship music has with us humans in our evolutionary path, I also believe that the music business is a “people” business, so I always approach meeting new people with positivity, openness to learn new things, and try to figure out ways to bring value to the conversation!
I wish you all good luck in your musical careers! ^_^
With love from Thailand,
Py – The Friendly Drunk Thai Guy
