(Panel 2, Day 2 Un-convention Groningen 2010)

• Niels Aalberts – Manager Kyteman
• Rense van Kessel – Friendly Fire
• Ruth Daniels – Fat Northerner Records
• moderator: Rutger Middendorp

Nowadays, few artist have the ‘luxury’ of finding a label that will throw large bundles of cash at the recording and promotion of their music. But the truth is: nobody wants to receive that kind of marketing anymore anyway. Consumers filter out anything and everything that looks like a commercial. Instead, they favor the authentic and original message. The solution: go with the flow. Define your goals and look for opportunities to create and share beautiful stories instead of blasting random marketing at everyone. You’ll save a bundle as well…