The panel made good, if not obvious suggestions such as “Have a profile before you cross the pond. Have a strategy when you get there. London is expensive.”
Some other not so obvious suggestions were “Don’t play on the weekend in London because there are so many other things for people to do” and “Play early (7-7:30) in the night and more people will come to see you.”
The panelists stressed the costs involved of mounting a UK tour and how critical it is to have buzz before you enter London town.
Speaking of buzz, who creates buzz in the UK? People like The NME, BBC’s Huw Stevens, and The Great Escape Festival all play an important part. America can also dictate a large part of the buzz in the UK. So if musicians were looking for a silver bullet in UK audiences then they may be out of luck.
Still the UK market is always interested in new great music…. but it takes a little more than that.
If you have your music together then get your look, get an image, get a feel that is all your own, because being different is an important part of what the UK audiences are looking for. If you can present a cohesive and original musical package then you stand a good chance of using the UK as a spring board for a international success.
Category: SXSW 2011