Matthias Mazur: Let’s say, now you have a few tracks online for example on iTunes or like Sound Cloud. What would you… let’s say you’re grooming a young artist which I know you are, we’ll get to that in a few moments. What do you tell them? Let’s say someone’s doing something, what do you tell them to promote themselves?

Deams: Besides the self-awareness and the self-analysis as what I explained earlier, I tell them to do research on the internet.

Matthias Mazur:  Okay.

Deams: You know, go check some industry blocks like go check “high bought” for example. You got a lot of music blocks writing about marketing, promotion, branding, all the opportunities for distribution. A lot of artists don’t do it, they don’t do it. They got all this information of data on the internet and they’re not using it.

Matthias Mazur:  True.

Deams:  It doesn’t mean that the more knowledge you gain, the easier it will get but at least you will be able to create a better strategy than just throwing it online, telling your Facebook friends and your Twitter friends and hoping it will.

Matthias Mazur: Yep, that someone’s going to magically hear it and put you on top of the charts, yeah. I mean, yeah, I agree. It’s the same thing in acting, it’s the same thing in business. I always tell people like, “You know go to YouTube or go to Google”. Like all the answers you could possibly have in your life are online. If you don’t know how to promote your music or if you don’t know how to make such and such beats, Google it, everything is online but a lot of people are lazy and they will come to you or they’ll come to someone else and say I don’t know how to do this or I’m blocked by this and the question is, “have you Googled it? Have you YouTubed it?” because everything’s out.

Deams:  Yeah and artists also need to learn that they need to look outside of their market like I used to read a lot of articles by Seth Godin and another guy, I forgot his name, a music think tank and a guy called Bob Baker who wrote the books on music marketing. Well basically Bob Baker is really about music marketing but like I said, Godin had got nothing to do with music but you can still learn and apply all of those, all the stuff that you write about to your own material.

Matthias Mazur:  Yeah, because I think in any industry, everyone’s looking at each other. There’s a lot of insecurity in any business and everyone is looking like, “Oh, this guy is doing this so I need to do this” but they haven’t thought of why he’s doing it, maybe the guy is doing it completely wrong but everyone’s copying each other.

Deams: Yeah and afterwards, I like to look at how the game industry, at the gaming industry and the movie industry especially with the game industry. I like to pay attention to how to release a game and how to build up to it, how to engage the audience. You know you can learn a lot of stuff but people tend not to look at it just because they have nothing to do with…

Matthias Mazur: With your main thing? Yeah.

Deams: But basically, it all comes down to the same thing if we use this as a product. You need to learn how to really use that product and get it out there and reach that audience you’re looking for.

Matthias Mazur: I think, what you just said really summarizes a lot of the issues that creatives have because it’s so much emotional attachment to what you do because you put in months and years of your life but at the end, it is understanding that it is a product and that even you today, you are product, your name is a product, your brand is a product.