Building trust and professional relationships in the music industry

Building trust and professional relationships in the music industry

“You should think of yourself as a soap opera in the sense that you have existing followers and need to provide them with something new, but it must remain simple enough for new audiences to connect with. The key is finding a balance—introducing fresh elements while staying accessible to both those familiar with your story and those just discovering it.” (Mika Karhumaa)

In part 2 of my YouTube series, "Professional networking in the music industry: Building genuine connections that last," I speak with Mika Karhumaa about how to optimise your online presence and use digital networking tools effectively. We discuss how platforms like LinkedIn help build trust, why consistency matters in shaping your professional identity, and how AI influences visibility. This conversation explores how a well-structured online presence can open doors, reinforce credibility, and support long-term networking success.

Key takeaways from this episode...

Your online presence should tell a story. Keep existing followers engaged while making it easy for new connections to understand who you are.

LinkedIn is a key platform for the music industry. Unlike film, the music business thrives on LinkedIn. A strong, well-maintained profile increases visibility and opportunities.

Networking takes time. Building connections is a gradual process. Mandy initially overlooked LinkedIn’s power, but she saw its value in growing her professional network over time.

Knowledge builds credibility. Understanding industry trends like metadata, blockchain, and web3 can help newcomers stand out, even without prior experience.

A clear and authentic profile is essential. Professionals can assess credibility in seconds. Present yourself accurately and concisely without overcomplicating your bio.

Consistency helps the algorithm work for you. AI influences what content is seen. Engaging regularly with relevant topics increases visibility and strengthens connections.

Intentional networking is more effective. Blindly sending connection requests isn’t as impactful as engaging meaningfully with mutual contacts or shared interests.

Strong relationships pay off in the long run. Trust built today may lead to opportunities years down the line. Networking isn’t just about immediate gains.

Networking should be a win-win. The best connections are mutually beneficial. Think beyond personal gain and focus on how both parties can support each other.

The music industry is a business. It’s not just about music but the business behind it. Understanding this distinction helps professionals build lasting careers.

🎥  Watch the full episode: Building trust and professional relationships in the music industry.

This episode is part of the four-part series "Professional networking in the music industry: Building genuine connections that last."

Guide to episodes 1, 3 & 4:

Part 1: Building your profile for networking in the music industry

Your professional profile is the foundation of effective networking. Mandy and Mika explain how to craft an online presence that reflects your values and ambitions while highlighting the importance of adaptability in this dynamic field.

Key takeaways from this episode...

Networking is a skill that requires strategy. It is about learning, adapting, and positioning yourself for opportunities.

Relationships have longevity. A strong professional connection today can lead to new opportunities years later.

Your network can bring work to you. When I started freelancing, I didn’t need to apply for jobs. My network introduced me to clients before I even had to ask.

Your career path won’t always be linear. The music industry is unpredictable. You might set out to do one thing but find success elsewhere based on where your network leads you.

Physical and digital networking go together. Digital and in-person networking complement each other. Both are essential.

Adaptability is key. Being flexible and open to new opportunities allows you to grow. Many people enter the industry in one role and find themselves in another.

Representing others can open doors. Artist managers, for example, have an apparent reason to connect with people. Whatever your role, knowing how to position yourself is crucial.

Listen to your network. It may be worth exploring if people keep approaching you for a specific skill, even if it wasn’t your initial focus.

Situational awareness matters. Knowing when and how to engage in different situations is crucial. Opportunities often come from unexpected conversations.

Networking helps you understand the industry. By engaging with others, you gain insight into how the business works and where you can add value.

Part 3: Optimising your online presence and networking tools for the music industry

Learn to maximise your networking potential by optimising your online presence and using modern tools. Mandy and Mika explore crafting a compelling narrative, leveraging impactful conversations, and integrating tools like AI to improve efficiency and expand your reach.

Key takeaways from this episode...

Your online presence is not about popularity. The effectiveness of your profile is determined by how well AI interprets and registers your information to support your professional goals.

AI acts as a strategic tool. It delivers information about you to the right people based on your content and interactions, often connecting you with opportunities before you even reach out.

Balance personal and professional identity. Your professional presence should be distinct but aligned with your broader online identity, ensuring clarity in how you present yourself.

Follow-up is essential. Every event has both a physical and digital follow-up. In-person meetings build relationships, while online presence reinforces your reputation when people search for you afterwards.

Online consistency matters. What you present in person should align with your digital presence. When people look you up, they should find a credible and professional image.

Social media metrics are secondary. Likes and impressions fluctuate, but consistency in messaging is key. Focus on maintaining a strong and relevant presence rather than chasing engagement numbers.

LinkedIn and AI recognition work together. Posting about industry-related topics consistently helps AI associate you with your field, improving your visibility and relevance.

Authenticity drives visibility. AI and social platforms favour genuine, experience-based interactions over forced promotions. Meaningful engagement enhances your professional presence.

Structure information for AI compliance. Ensure that your content is clear and categorised in a way that AI can interpret effectively, increasing visibility within your industry.

Experimentation helps refine strategy. Testing real-time engagement, such as posting about an event and tracking its impact, provides insight into how AI and online algorithms influence networking and visibility.

Part 4: Networking strategies for lasting success in the music industry

In the final episode, Mandy and Mika bring everything together. They recap key strategies for building an authentic profile, developing trust-based relationships, and using tools effectively to create connections that endure and inspire innovation.

Key takeaways from this episode...

Your online presence should be built step by step. Like a recipe, carefully selecting and structuring the information you share makes it more effective.

Your website is a storytelling hub. It should contain core information that search engines and AI platforms can register over time, shaping your professional narrative.

Different platforms serve different purposes. LinkedIn is best for business connections, while artists should focus on platforms like Instagram and TikTok for music-related engagement.

Consistency in digital identity is crucial. A clear and structured online presence ensures AI and search engines interpret your professional story accurately.

Networking is an ongoing process. Every collaboration, even brief ones, contributes to your industry credibility and can have long-term effects on your career.

Deleting content does not erase digital footprints. Once indexed by search engines or AI, it remains part of your online presence, even if removed.

Authenticity matters more than follower count. Focus on sharing a genuine story rather than chasing numbers. Every post should align with your professional identity.

AI and algorithms track your career path. Search engines and AI platforms piece together your interactions, reinforcing your credibility based on industry relevance.

Using author schema improves search visibility. Implementing author schema on your website helps Google and other search engines categorise your expertise accurately.

Networking is nonlinear and personal. It’s not about constant self-promotion but about making genuine connections while staying true to your personality and strengths.