Incendia Insights @ Black Heart, London (UK) – 16 July 2016

Instead of enjoying the sunshine in a London park, during probably the hottest weekend of the summer in the UK, we decided to stay inside the darkness of the Black Heart in Camden for the first ever music industry conference organised by Incendia Music Management & PR. The event was hosted by Lulu Davis (Incendia owner) and inspired by the larger scale conferences which she has attended over the years. The event was mainly aimed at young rock or metal bands, but anyone who is part of or has an interest in the music industry would have found it insightful and informative.


I will not go into detail of all the talks but will rather go over the main points which were raised during each panel.

  1. The first panel focused on management and artist development. The speakers were:

Wally van Middendorp – Indegoot (Black Stone Cherry, Shinedown, Halestorm etc.), Napalm Records UK A&R

Liam Spencer – The Daily Dischord Agency

Daniel Andrews – Metropolis Publishing A&R

The main points raised were:

  • What booking agents look for in bands: gig attendance, social media and general band proactivity.
  • Social media and how important it is.
  • Importance of building personal relationships with other artists on tour and in your network. Don’t be an asshole to others. Anyone you meet might be useful in the long run. Emails are not personal, relationships are. Talk to people, get involved.
  1. The second panel focused on PR and media. The speakers were:

Eleanor Goodman – Features Editor, Metal Hammer

Mark Adams – Music Director at The Box Plus Network (Kerrang TV)

Hannah Gillicker – Hold Tight! PR  

The main points raised were:

  • Submission process and requirements (when approaching media – press, TV, radio – and PR):
    – At least 3 months in advance
    – Good quality pictures
    – Biography with a unique/attractive story (what makes you special?!)
  • Why is a PR needed for bands?
  • Keep the media up-to-date with regular news so that they are aware of your activities. Otherwise the media won’t be interested. New stories are vital, don’t send the same story every time.
  • TV video submission process (Fast Track, Promo Stream, YouTube).
  • When you get a PR, communication is vital. Keep your PR in the loop all the time.
  1. The third panel focused on distribution. The speakers were:

Tye Hunter – Digital Operations, Sony Music
Alex Berry – Label Manager, Red Essential

The main points raised were:

  • “Featured” releases on digital platforms (Spotify/iTunes) and physical retailers (HMV etc.).
  • YouTube monetisation.
  • Chart eligibility/registration (streams, downloads & physical).
  1. The fourth panel focused on production. The speakers were:

Tom Lynam – Production- Kontraband Merch (Bring Me The Horizon, Enter Shikari, Pvris)

Mark Leary – Asylum Seventy7 (graphic designer for Earache Records)

Paul Matthews – I Am Giant and Producer/Engineer at Paul Matthews Music Production

The main points raised were:

  • T-shirts & merchandise designs. Use of colours vs. prices vs. what actually sells.
  • Digital designs (used across various platforms including social media, websites and promotional material).

Overall, it was a well-organised event with goodie bags, drinks and snacks for all attendees. It was pleasant to meet people who you normally communicate with via email or social media. When Incendia organise the next music industry event you should definitely be there. Especially if you are starting out in the music industry but also if you already have got the experience and want to add your two cents… or just to network and meet new people!


About Dom (1284 Articles)
I started this website in 2011 because I always had a burning passion of sharing music and keeping people informed about what's going on in the metal and rock worlds. If I am not sitting in a dark room in front of a computer, listening to some obscure music (or Whitesnake), then I am usually found at a concert or a festival interviewing bands (or drinking beer).

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