Marketing modernising today’s music industry.

Collarts building, Brunswick St Fitzroy. Photo: Caitlin Matticoli

July saw music industry students flocking to the CollArts building on Brunswick St for an event organised by The Push and CollArts for its FReeZA Summit 2017.

An estimated 150 students from all over Victoria attended the summit, which facilitated workshops and talks by music industry professionals like Paige Cho – Head of marketing for the Melbourne born company ‘Bolster’. Based in Collingwood, with an additional office in Brooklyn, New York City, Bolster has worked with big music acts like Flume, Queens of the Stone Age and Angus and Julia Stone.

The Push, a not for profit youth music organisation based in Victoria and established in 1986, mentor youth interested in breaking into the music industry. The Push hosts a number of educational events and programs to inspire young people to get involved in music.

Jeanine Orr, head of finance and administration of The Push said it acts as an “advisory centre for CollArts and Youth Central (a state government support website for youth aged 12-25)”. The FReeZA committee and events are funded by the Department of Health and Human Services.

Cho, 30, puts her success within the notoriously difficult music industry down to having raw passion and a mind for good business.

Her talk at the summit on Friday July 14th, to a room of young CollArts students, encompassed the importance of advertising on Facebook in the music scene. She boasts an 11-year successful career within the music industry.

“I started out completing a psychology degree after high school but, at 19 I decided I wanted to get into the music industry,” She told The Yarra Reporter.

Cho started out as a music journalist and her passion and hard work ethic quickly got her gigs writing for Beat Magazine and MTV.

Paige Cho, head of marketing at Bolster. Photo: Caitlin Matticoli

She sympathises with the next generation of young people trying to get into the marketing and event planning industry and thinks it’s definitely not as easy as it used to be.

“I was lucky to land a position in marketing; after freelancing for various music publications I kind of just fell into it.”

“My psych degree has been useful [and] my advice to those who want to get into the industry is [to] keep learning and finding ways you can up-skill because that’s what’s going to give you the advantage over someone who hasn’t.”

Cho told students at the talk to get acquainted with photography, photoshop, finance and the legalities of the industry because while marketing for the music business is fun and exciting, you still have your work cut out for you if you want to make it big.

“Based on how much Facebook’s campaigning nuances have changed over the years, I probably wouldn’t have wanted to start in the marketing industry from scratch at the stage it is now,” Cho said.

The push pop up shop flyer. Photo: Caitlin Matticoli

Cho gave students important tips on boosting posts and streamlining demographics and also shared the importance of making sure accompanying images are as bright and clear as possible.

Written by Caitlin Matticoli

About Caitlin Matticoli
Caitlin Matticoli is a self-confessed grammar-holic who lives and breathes all things social media. She completed her BA in Journalism at Swinburne University and has had experience working for The Age and The Heidelberg Leader. After taking some time off from writing to work in customer service and hospitality, she realised that the country could do with one less over qualified barista, so she is stoked to take on this new challenge interning for the Yarra Reporter!

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