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The crucial point made by all the panellists was that we were definitely in an era where the relationship with fans was the start of everything. To quote Ian Rogers again (in a June 2010 interview with digital agency Larry LeBlanc for CelebrityAccess: “At a reasonable cost, you can create real fan connections so you can deliver products that are of real value. I believe that is the future of the industry.”

As moderator of the panel, my role was to establish “ten tips for aspiring marketers and promotion agents” based on the panellists’ comments. These tips have no scientific value – they’re simply webinar based on observations and on experiences from the speakers. But they certainly draw a picture of what can be done if you are trying to build a career in music today. So there you go…