Zeamu Music is a new record label that’s been launched specifically for primary school children by a collective made up of some of the music industry’s hottest producers, musicians and composers; providing kids with original, cool pop music sung by kids, with lyrics that they can relate to and that gives them a platform to express themselves.
We hope that we have identified a niche within the music business that has hitherto been un-catered for. Up until now, primary school children do not seem to have any music that they can own, that is relevant to them, that covers topics that matter to them and that is of the same mainstream-style and quality that currently exists for adults. And it seems that our audiences and the media feel there is something in that.
We have had quite a lot of PR exposure since we launched in November that has proved invaluable to our business. We were on BBC Breakfast TV and have had a number of Radio interviews which all helps to raise our profile.
We are also a ‘smart’ collective of people – completely diverse in our backgrounds and expertise – who all bring something totally different to the business. That is what creates the magic and the spark! We are never afraid to ask people’s advice who know more than us.
We have sought out people who can add value to our business and who bring something different to the mix. If there is ever a gap in our knowledge or skill set, we find someone who can fill it. People have been very generous with their time and advice.
We have sought the advice of people who really know their business. We have engaged independent consultants to help with our strategy; people who know not only kids entertainment but also the music business. We also have a fantastic PR agency, who really know our target audience and are helping to raise our profile with children and parents.
We have always been prepared to be nimble. When we first wrote our business plan, we felt we had a very clear idea of where we would take our business, what our key revenue streams were etc.
However, as we have progressed and talked to key influencers in both the music business and kids entertainment, ideas have come along that have meant we are constantly adapting our business model to take into account potential additional revenue streams; to maximise our brand potential and to grow the business in the most effective way we can.
The smartest thing you can do when setting up a business is to ‘never say never’, to be open to change and to be small and agile enough to effect any change necessary.
We provide them with something we think they need, that hasn’t existed up until now and that we hope will add value to their children’s lives.
We made sure that when we built our website, we programmed in HTML 5 so that it would be device agnostic and work across all channels (in particular mobiles and tablets), as we felt that both children and adults would be most likely to access our site through those mediums.
We are very active in social media – Twitter, Facebook and the bloggers community. We have engaged a number of parent bloggers to review our album and our site and this has been a great way to build recognition for our business. Never underestimate the power of Twitter. A celebrity tweeted about us one Thursday evening and we received over 26,000 hits on our website that night!
We are also looking at developing a music-based app for kids at the moment. We are hoping to launch that early next year.
The key is to truly believe in what you are doing and understand that success rarely happens overnight… everything takes time, a huge amount of hard graft and a certain amount of luck!
Also, trust your instincts! We have made many mistakes along the way but if we look back, where we have made a mistake, we all felt that it was perhaps the wrong way to go at the outset and we should have trusted our gut. The smartest things seemed to happen from what at the time seemed to be the biggest challenges!
Being an entrepreneur will take you on an incredible journey of intense emotions, highs and lows and ups and downs – just be prepared to ride the wave!
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