“Un Lago de Conciertos” . . . or the final ReAdaptation !

We finally made it! Even though the showcase we had in mind at the beginning of the semester was of a different nature, we managed to have a lovely stage on the water and two great performances by two artists of Disrupción RecordsThe official presentation the Marketing Team discussed some time ago, was definitely gonna take place in a venue far less attractive than the outdoors of the Museo de Ciencias Naturales Príncipe Felipe. Obviously, not everything were advantages, but the overall experience was a big success.

Un lago de conciertos

Berklee College of Music’s Valencia Campus has reached an agreement with the Ciudad de las Artes y las Ciencias to produce Un Lago de Conciertos: a cycle of eight free performances by Berklee students taking place almost every Friday during May and June, closing up on the 4th of July. Jazz, folk, electronic music and many other different styles will make the outdoors of the Museum even more attractive, combining the sites of the pools, good weather and music. Brilliant initiative which had to happen, being Berklee located where it is!

The first concert was to take place on the same day our event was scheduled, so it seamed as a great opportunity to join forces and take advantage of the situation. Obviously, a show being promoted by an entity such as CAC would reach many more people than if we were promoting it. So – even though we were limited in several ways, marketing wise – it was a huge opportunity as everything was planned by locals who actually know the audience’s habits and the best time to program it.

Un Lago de Conciertos

Miranda Inzunza was able to catch everyones attention with her sweet voice during the sunset, and Avila Santo made the beginning of the weekend perfect while everyone enjoyed there first drink on a Friday afternoon.

Avila

I believe we’re all looking forward to continue this experience, as yesterday we began to see the results of the previous weeks.

On the other hand, Instagram gave me a nice surprise the other day! A friend from school posted a photo on Instagram of our artist Stephen McHale performing with Andrea Fraenzel. I think last time I saw Pablo was around 2005… So it’s nice to see lost friends enjoy the amazing creativity of new friends like Stephen or Andrea.

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“Community Managing”

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And I’m back with more definitions. This week, the chosen word Community will be starring our blog! We’re constantly being bombarded by ideas and business models that pursue to establish a community or maybe make two different ones interact. Communities communicating and communities being community managed. We definitely live in a crazy world.

Community-tree

Lovely and 100% reliable Wikipedia says the word  is derived from the Old French communité, derived from the Latin communitas (com, “with/together” + munus, “gift”), and it can refer to a usually small, social unit of any size that shares common values; or – probably more appropriate –  in biology, a group of interacting living organisms sharing a populated environment. It also reminds us that, in human communities, there are certain factors such as intent, resources, preferences, needs, risks, and a number of other conditions may affect the identity of the participants and their degree of cohesiveness. Scary, isn’t it? The two definitions below can also be applied to the present scenario.

Captura de pantalla 2014-04-10 a la(s) 19.15.45So our special disrupted community has been up to a lot lately. Apparently the website is nearly ready to be up, still dealing with the hosting and last minute design changes. Once it’s up, we’ll be able to start uploading content, testing and learning more about SEO and different online marketing aspects. I’m trying to convince Tyler so that we can launch it also in spanish.. but properly done! Although it’s pretty frustrating when you stop to think how in no time, we’ll no longer be in this project 😦

foolOn the other hand it seems that I’m still back in the oldies, for I’ve been spending time translating content into spanish and spending time with my old colleague Photoshop. Although my main task has been dealing with Facebook and social media in general. Even though we probably don’t have yet many spaniards following us, we intend to grow at a local and national level. My location when that time comes, is obviously unpredictable! :S This means that all our communications must be both in spanish and english, and despite living in Valencia we’ve all been absorbed by the Berklee bubble… or community! 

It seams like someone strongly wants me to follow the Marketing path, for I’m starting to get confused between different projects. Once again, I forgot how slow things can go when a groups communication system isn’t well structured.. or simply when too many (good intentioned) people are involved in a project with no head, just an uncontrollable tail.

To close this weeks blog, I’ll recommend everyone the TV series Community. You might actually understand some of the moments we’re experiencing right now! 🙂

Mercaaadoooona, Mercadoona !!!

 

Falla

While Fallas were starting to leave their first marks around the city, I got sick and had to drive back home for a couple of weeks. At first – having already gone through the once in a lifetime Fallas experience – it seemed like a good idea. But after dealing with the 293648327461 million photos shared by the whole school, I would have really enjoyed the experience surrounded by non spanish students!

Once arrived in Valencia, I had loads of catching up to do, which again seemed ok after boring Madrid (being sick!). So even though I wasn’t fully recovered, I decided to offer myself and buy what Disrupción Records needed for our name reveal event. We didn’t want it to be huge, as we still have other ideas coming, but we were all excited and – many of us – in need of tangible progress. So up I went to see Nerea and ask for the budget that Student Affairs had kindly given us, and after a really intense couple of days, speeded into a Mercadona at peak-hour and sale time. And there it was: Mercadooooona, Mercadoo-oh-na! I was back in Valencia.

 

I spent half of the budget we had on some tortillas and different drinks and snacks, so Disrupción Records could offer something to everyone who was interested enough to come and spend some time with us. We tried to create some expectation by printing posters with the logo, date and time of the reveal, but no other information. DJ KTunes kindly played and helped create a good atmosphere while everyone surrounded the table with food, as it was 13,30. The name of the new born label was revealed and the event was a good way to start engaging with the Berklee College of Music’s Valencia Campus students. The music went on for a while, although I didn’t get to see the end of it, for I got dizzy and had to be walked home! 😦

This is a good video that summarises how the small event went.

The next weeks are going to be really important for the Marketing Team, as we need to gather a lot of information from the artists and through the A&R team, meaning communication must be efficient for everyone to be able to deliver results on time. Electronic Press Kits have to be arrange for every artist, as well as a strong social media strategy to build an audience not only inside our Berklee bubble, but also at a local level.

 

Back to the “oldies*” !

newspapers

And so it seams I’m back to the oldies, my not-so-fan-of old Journalism!!! 🙂

So after readapting to our new structure at Disrupción Records, I was somehow back into trying to write interesting stuff, information worth reading but having in mind possible keywords in the content, as well as our beloved links.

LoisLaneI spent 5 years in Madrid -fortunately one of them back in Rome!- studying a double degree in Journalism and Audiovisual Communication. Five years. I do like journalism and on top of it, good journalists. People like Ryszard Kapuscinski have definitely been an inspiration at many different levels, but the degree -at least at my University- was a bit disappointing.

I’m sure that this fact influenced my decision to try and head for a slightly different path and walk away from my journalist days, but many years later it seams like I’m back to the 5 W’s and the inverted pyramid.

At Disrupción Records, we’ve started to dig into the communication strategy we’re going to follow, and the first steps are writing one short press release about the launch of the label, another one about the launch / showcase event, and a longer one with information about our four artists. As well as this, we’re planning and gathering all the information in order to have electronic press kits ready for every artist, including photos and videos.

So I was in charge of drafting possible press releases, which will be shaped further on as more details – such as our website – are ready. My first move was to grab a piece of paper and a pencil, to start brainstorming… And the first thing that came to my head was obviously the inverted pyramid and the 5 W’s:

  • Who is it about?
  • What happened?
  • Where did it take place?
  • When did it take place?
  • Why did it happen?

The only problem I had was actually finding the words in spanish, for I don’t frequently write in spanish anymore… which hasJournalism is

motivated me to start carrying my little notebook around once again! After dealing with the headline (remember: <10 words / <70 characters), the well known lead or opening paragraph, and the body, I did some research on potential communication agencies that might be a good solution to distribute all our content to the media, and reach a broader audience. This was also useful as I was able to update myself on the situation of these platforms nowadays.

The marketing team at Disrupción Records has also been working on finding and starting negotiations with potential venues for the launch event / gala we would like to do at the end of the semester.

brandjournalismThe website is still in the oven.. whereas the social media is already growing step by step! And regarding our estimated expenses, these are still being “estimated” in a very responsible way 😉

 

 

 

 

 

 

As always in Berklee College of Music’s Valencia Campus, weeks go by too quickly. This means we’ve got plenty of work to do and not that much time left. But it is always nice to go back in time, it helps you not forget what you’ve already learnt!

As always, I’ll close up with a related song ! ! !

Bob Ruzicka “Golden Oldie”

*Oldies: Radio format that concentrates on music from a period of about 15 to 55 years before the present day.