Each week, Music Week profiles the brightest new talents in the business. This week, Incendia Music founder Lulu Davis tells her story...
How did you break into the industry?
After studying media at The BRIT School, I started a Music Industry Management course at the University of Hertfordshire and pursued various internships to obtain industry experience. I didn’t want to leave university without a job; so I started Incendia Music at 19 with a view to developing unsigned artists through management and publicity. I wanted to bridge a gap in the industry, and make the opportunities presented to larger artists available to smaller ones. Incendia Music has grown organically from there.
What’s your proudest achievement so far?
There have been various different ones as Incendia has progressed over the years. Everything from Incendia’s first magazine feature, to our first award nomination and major festival performances for up-and-coming acts represent varying levels of accomplishment within a competitive industry. Last year brought Incendia’s first office, an expansion to the team, a rebrand, an appearance at Download and a Golden God nomination for Brutai, Progressive Music Awards nominations for Voyager and more. This year, we’ve got some great things ahead for our artists, the goals change as the roster and the business evolve.
What do you enjoy most about your job?
I love helping artists who have genuine passion and goals. We love providing bespoke services, and it’s incredibly rewarding when the results come together. PR allows for a lot of creative thinking to try and attract attention to our artists, and management entails a lot of organisation and strategy, but both bring their own challenges, which is what makes the job so exciting.
What’s the biggest challenge?
Incendia Music focuses on building acts in the rock, prog and metal scenes which, while thriving, are still quite niche. The biggest challenge is breaking out of those walls and attracting a wider demographic. Attracting new audiences is key, to expand and evolve and to get people to listen to what we have to offer.
What advice would you give to those looking to break into the biz?
Get as much experience as possible. Learning about the business is one thing, but you don’t really learn anything until you’re pursuing it day to day. Relationships are key, so focus on them.
What’s your greatest ambition?
I’d like to make a lasting difference and impression on the heavy music industry with the work that we do for our bands. I’d love for Incendia to become a household name for exciting talent.
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