I was rewatching one of my favorite movies “Up In The Air” starring George Clooney when I heard Anna Kendrick’s character talk about the term Glocal.
I’m sure the term has existed before but this was the first time it really resonated with me.
The concept is simple : think global, act local. But as an entrepreneur – and especially a music entrepreneur – it takes on further meaning.
As an entrepreneur your focus may be local. If you run a neighbourhood bakery, you aren’t marketing to countries around the World. But as a musician, you may sipping coffee at that bakery thinking about how to get your music out to people around the globe.
With the Internet and social media this is easier than ever. You can post a song and people from every continent across the globe can hear your music instantly. It’s tempting to focus on these markets.
One thing I hear often from artists is “Well, China has a billion people, if I can get even 0.1 % of this market then I’m good!”
The problem with this way of thinking is that they have likely failed to do any ground work to determine how they can even get that 0.1%
Other artists will tell me “I want to take my music to Japan – it will do really well over there.”
But how do they know it will do well? What are they basing this information on?
When an artist tells me this I don’t judge them. I don’t correct them. I’ve been there.
I’ve wanted to have my music heard around the Globe. But the thing is, I took trips. I went to conferences, I made contacts, I went to those places and with that knowledge I learned what it took to break into different markets.
I used to think going to the States was going to make me as a rapper. That if I went to the states they would embrace me with open arms. They appreciated real Hip-Hop. But then I went to New York, Miami and Chicago and found that we were facing the same challenges – indifferent crowds and more love for out of towners.
It led me to realize that I needed to focus on my core. My city. My neighbourhood. Once I had done that, then I could start looking abroad.
Once you grow local you can go global.
Step by step.