The New Modern - Rewriting The Music Industry with Matt Zadkovich
/In conversation with experienced musician champion of supporting local artists, Matt Zadkovich, on what the future of the music industry can be in the new modern world.
1. Which one aspect of the music industry will see the longest-lasting repercussions of the global health pandemic?
Definitely all those attached to live music. Artists, venues, sound techs, vendors, support staff, agents, managers, labels, and many more have all been affected by this. It is difficult to say when live music will be back to what is once was.
2. Is there a future for live music on a small-venue scale, even after we're past this?
There is definitely a future for small venues. They have always found ways of making it work in trying times. Many people who run small venues are passionate about live music. Unfortunately a great deal of those wonderful people will likely be driven out because of our present circumstances, but I do hope they return to in some way. Fans will need to step up, to show up as well.
“I think there will be a mix of virtual and in person lessons continuing; virtual for the time being, but slowly moving back to in person as time goes on. ”
3. Is there a future for live music on a large-venue scale, even after we're past this?
Large scale shows will be back, but how they happen may change. A lot of this depends on how soon a vaccine can be made for COVID-19. This is the first time in a very long time that a pandemic has changed how we live on this kind of scale. New safety measures may be in place, but it's difficult to imagine those. For the foreseeable future, it's anyone's guess.
4. As a guitar teacher, you've had to digitally teach your students recently. Will virtual lessons become the norm in tomorrow's world?
I think there will be a mix of virtual and in person lessons continuing; virtual for the time being, but slowly moving back to in person as time goes on. This is something I've been meaning to do for a very long time so it pushed me to learn a skill I should have been using for the last 10 years. I anticipate I'll be doing lessons with people from much further away now on the regular.
5. You've adapted well to the pandemic by hosting weekly virtual jam-nights. What was the biggest challenge in setting it up and how has the progress been for you?
There was a learning curve in getting it to work between various online platforms, but I have the hang of it now. Each time I've hosted an online event I've learned something new, whether it's how to improve the sound quality for performers, what restrictions I need to place on performances that are broadcast through my personal and artist profiles, and how to make the event accessible to everyone of all different skill levels and something everyone would enjoy. There is also the issue of security with some teleconferencing apps, which I'm looking into. I find I get a bit better at it each week. Even when self isolation is over, I'm contemplating doing some kind of event like this from now on.
I'm also exploring contests as well for the near future, and exploring sponsorship possibilities. Here's hoping!
“I’m also taking some online marketing courses to up my skill set, to better operate in a digital economy.”
6. Many musicians double as their own marketing/advertising company. In addition to what you had already done for self promotion, what other skills have you had to learn during this adapting phase?
Right now I'm learning how to better film myself at home, record the audio, and edit it into a finished product that looks professional. It's an ongoing process, and there is no substitution for time spent. I'm also taking some online marketing courses to up my skill set, to better operate in a digital economy.
7. How have you specifically been impacted by this?
I make my living solely from music. Most of that is from live performance, so I've been hit pretty hard. I'm very grateful for the students I have, and I'm working on expanding my student base for the foreseeable future. I'm exploring some creative ways of performing online, and other ways while maintaining physical distancing. It's hard to say when I'll be able to perform again how I used to, so I need to get creative.
8. Back to the virtual open mic session topic; have you noticed more participants virtually opposed to in person (from yesterday's world) ?
Right now we've been getting about 15 performers a week, with around 1,000 views on Facebook. It's hard to say of that 1,000 figure is accurate, although I hope it is. Performances have been a little down from the in-person ones, but I think that is a mix of people adjusting to life at home. We have getting new people every week which is fantastic. My goal with this was to create a way we could all still connect, and it seems to be accomplishing that. I would definitely like it to grow.
“The digital world is a sea of content, and we will definitely see a whole bunch of new things coming out.”
9. Online sales of instruments and music creation software are thriving - will COVID-19 create a new generation of musicians/artists?
I think there will be a lot new material that will come out of this in the next few months. Lots of creatives are hard at work in isolation making their newest creations. A lot of that may be existing artists, plus new ones. The digital world is a sea of content, and we will definitely see a whole bunch of new things coming out. It's hard to say if the quality will be there right away, as people adjust to doing more production themselves. In the long run, the whole world is going to adjust by improving their digital skills, music creation included.
As far as people exploring and discovering new talents, I think they will still very much need teachers. Many people who learn without a teacher develop bad habits, and have no idea that they're doing it. These types of setbacks discourage players, and a good teacher will be very useful in overcoming these hurdles.
10. With the huge influx of virtual "everything’s" (music/teaching/meetings/etc.) how will you keep and grow your digital audience?
Ultimately we're in a sea of content already. I believe that quality and sharing it in new creative ways will be the key to growing an audience. With basically the whole world plugged it, it is just a matter of finding your fan base. Everybody likes something, and as long as you can find them online, you can grow it. We're not restricted by location, so creative marketing, likely targeted, will be one of the best ways to find your audience. This is one of the good and bad things about social media; you can target people with very specific interests, but users leave some privacy behind by using these services.
11. What's helped keep you grounded from a personal standpoint?
I'm in a fortunate position compared to a lot of musicians that strictly perform and do not teach. My income is down, but I'm still able to earn which is better than a lot of people. The measures put in by the government of Canada and the banks are saving a lot of people right now. Routine has helped a lot. I've tried to lock down set hours for exercise, teaching, practice, and down time. It's very easy for everyday to feel the same. My partner Heather Christine and I have also tried to make weekends feel like weekends, break from the routine a bit.
“Content comes cheap, which means you need lots and lots of views to make it worthwhile. That being said, everyone has access, it’s just a matter of building a relationship with them.”
12. What positives can come out of this for the music industry?
I truly hope this will make people really appreciate creatives more, and be willing to spend the money to appreciate music. Everyone is consuming creative content while at home, I just hope they realize the blood, sweat, and tears that went into the content they are consuming.
13. Will concert festivals on a local and large scale become extinct?
I doubt it. The world has been through tough times before, but there are experiences that we as a society crave. Many people crave the contact and visceral experience you get in large scale events. Unless we are seeing a continuous barrage of illnesses doing what COVID-19 did, people will get comfortable with closer contact once a vaccine is available and in full circulation.
“Most creatives will have multiple skill sets going forward, perhaps even more than before. ”
14. Will aspiring bands/artists in yesterday's world see tomorrow's world?
Hard to say. The industry is still very unstable, trying to find solid financial footing in the digital / post-Napster world. A lot of people may exit during this time. Content comes cheap, which means you need lots and lots of views to make it worthwhile. That being said, everyone has access, it's just a matter of building a relationship with them.
15. With many of us having been at home for the past several weeks, many of us have learned/enhanced our digital skills.
Will there be an influx of tech-savvy musicians/photographers/videographers in the new world?
I would say yes. We all have to adjust and adapt to the world, and this pandemic has made that very clear. Most creatives will have multiple skill sets going forward, perhaps even more than before. Most of us are doing a few things, and when this is all over, we will do a few more. Strange times, but I am trying to look for the positive that comes out of this.
Named a "rare talent" by CBC Music, Matt Zaddy's unique blend of folk, rhythm & blues and Canadiana has more than caught the attention of music listeners and media alike. Matt's music tells his story of life, love, hardship, and redemption. His honest & personal lyrics make you feel like you were there for the journey.
Matt's chill-inducing vocals paired with his easy-on-the-ears hook filled tunes have landed him national radio play and various music awards, not to mention key opening slots supporting Canadian legends like Tom Cochrane & Jim Cuddy.
He is a multiple award winner and a champion for supporting and encouraging local artists.
Photo by Jason Hashimoto.
