The New Modern - Retuning The Music Industry with Demetrius Nath

In conversation with experienced marketing, PR professional, musician and creative entrepreneur Demetrius Nath on the new modern world of music.

1. Which one aspect of the music industry will see the longest-lasting repercussions of the global health pandemic?
Definitely the live industry. We’ve already seen some massive festivals (from Coachella to Boots and Hearts), tours (Rage Against the Machine) & conferences (from SXSW to CMW) take the hit. Behind these big names are everything from production companies to the stage hands. Most out of work, out of contracts. My guess is that a lot of these companies will dissolve and people move onto find different kinds of work. The option of sitting around for months & then jumping straight back into the live sector is unrealistic for a lot of them.

2. Is there a future for live music on a small-venue scale, even after we're past this?
Absolutely. It’s been a couple of month & we’ve seen a handful of venues shut down. If this continues, surely more will follow suit. But I don’t foresee live music in small venues being a thing of the past. Just like we won’t see small restaurants & coffee shops disappear. At least I hope not!

“I miss people, I really do. Above all, I think I miss seeing family, friends, gigs, etc.”

3. Is there a future for live music on a large-venue scale, even after we're past this?
I can definitely see audiences hesitant. But given the sentiment online, I feel the youth will flock to attend large scale events the first chance they get. Will most likely be a gradual process, due to capacity & social distancing laws in place – but all the music fans cooped up at home will be attempting to make up for lost time…I know I will.

4. How is your band, Maybe May, planning next forward steps?
Fortunately for us, we previously dedicated most of this year towards writing & demoing new music. In that regard, it’s been business as usual – other than being unable to rehearse in the same room together. That’s slowing down our progress but it’s progress nevertheless! Also, distance makes the heart grow fonder – I miss those guys.

5. Will this pandemic see the rise or fall of up and coming artists/bands?
With so much dependency on the internet & social media for upcoming artists/bands, I don’t see either number spiking. The only number spiking is the amount of social media content with artists & acoustic guitars on live stream.

“It’s definitely challenging artists to collaborate more & be creative in ways they didn’t think they would need to be. ”

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?
I’m now a pro on Zoom, Google Hangouts, Skype, FaceTime & WhatsApp. In addition, my skills when it comes to recording myself at home has finally entered the next level. Oh, and I actually practice my instruments these days.

7. How have you specifically been impacted by this?
I miss people, I really do. Above all, I think I miss seeing family, friends, gigs, etc. I think for the main lesson for the majority has been “life is all about other people”. And if you haven’t learnt that yet, I hope you do!

8. How will terrestrial radio be affected?
Terrestrial radio is alive because of advertising. With companies making less money, they are holding back to advertising on media. We haven’t seen any significant effects of that yet as employer/government pockets have been deep enough to sustain most for 2 months of lock down. With businesses slowly starting to open, I’m hoping radio overall will be unaffected.

9. Online sales of instruments and music creation software are thriving - will COVID-19 create a new generation of musicians/artists?
I’ve myself have been a victim of spending some cash online, perhaps more than I would have otherwise! I’m glad music retailers are seeing income online to help offset loss of sales from the shop floor. Not sure this will give birth to a new generation of musicians, but it’s definitely challenging artists to collaborate more & be creative in ways they didn’t think they would need to be. We are developing muscles we didn’t know we had.

“ The experience of being able to sing the song that changed your life along with thousands of others in unison, led by the artist that wrote the song…nothing will beat that feeling.”

10. With the huge influx of virtual "everything’s" (music/teaching/meetings/etc.) how will you keep and grow your digital audience?
In that aspect, I don’t think a lot has changed or will change. If you provided content in your corner of the internet that was unique & special in some way, audiences gravitated towards it. The only difference now is that they have more time. The volume of content you have to produce now needs to rise to meet the demand, so it’s a question of output for my point of view. Keep doing what you were successful in doing before, but do more of it & continue delivering the goods creatively. And if you weren’t successful in cultivating a digital audience before, now is a great time to learn from others.

11. What's helped keep you grounded from a personal standpoint?
My faith has always been a starting point. That & having my family close has been a joy. Even though you can get really annoyed sometimes, in the end it’s all about strong relationships. And of course, we have to give credit where credit is due: Netflix, Spotify & Amazon….and maybe Modern Mississauga Media…maybe.

12. What positives can come out of this for the music industry?
As a whole, we will come out more resilient & creative – there is no way around that if you stay in the game. That in itself is a positive. On another note, it might also be the case of “survival of the fittest”. Those who are able to adapt, stay the course strong & hopeful despite discouraging circumstances will come out the other end a better artist.

“Artists are the best at dreaming, seeing a reality many of us don’t.”

13. Will concert festivals on a local and large scale eventually become extinct?
Not a chance! Large scale events have always been around & has stood the test of time. This is nothing but a blip in time. A substantial blip, yes. The experience of being able to sing the song that changed your life along with thousands of others in unison, led by the artist that wrote the song…nothing will beat that feeling. And people crave it. More so with every passing day. And take note, everyone is working towards making that a reality again, just look at all the rescheduled festivals for 2021 for starts…

14. Will aspiring bands/artists in yesterday's world see tomorrow's world?
Without a doubt. Artists are the best at dreaming, seeing a reality many of us don’t. As a matter of fact, I wouldn’t be surprised if we started leaning on songs of hope so that we can see tomorrow’s world a little bit better.  

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 sure hope so! We won’t get a chance like this anytime soon again to work on some of these skills that we may be currently lacking. So get to work!

Owner of antiskeptic entertainment, Demetrius Nath has led countless marketing & promotions campaigns for music (Alexisonfire, Arkells, Bush, Cancer Bats, City and Colour, Dolly Parton, Feist, Melanie C, Paul Brandt, The Sheepdogs, Tokyo Police Club, The Used & Underoath), film (Bon Jovi, Jeff Dunham, Twilight, UFC), brands (Junos, Simon & Schuster, Urban Behavior, Yogen Fruz) & events (Boots and Hearts, Edgefest, Polaris Awards, Virgin Festival, WayHome). He is also the founder of the not-for-profit initiative Mississauga Music, curating & organizing Mississauga Music Awards & Week working alongside community partners such as the City of Mississauga, Living Arts Centre & Mississauga Arts Council. During his spare time, he is the singer-songwriter & front man in the hard rock band MAYBE MAY. In addition, he is passionate about seafood.

Connect with him here.

Photo Credit: Melissa Aquino Photography