Goodluck started out as a side project hustle. The band’s
founders Ben Peters and Juliet Harding didn’t know anything about how to
produce electronic music; all they had been their collective love of the genre
and a vision that they could perform in more venues if they changed things up.
“We didn’t know that we were pushing the boundaries of how
electronic music could be performed live,” says Juliet.
“We just innovated in the face of the challenges that we
experienced on the way to achieving our goals.”
From a dream to a South African band who opened up for
international superstar Pharrell Williams in 2015, Goodluck’s Ben, Juliet and
Matthew shares the lessons that have brought them from visionaries to
entrepreneurs and musicians. You can purchase KDay
Tickets from our website, around the world to enjoy its thrilling
performances.
1. People buy people
“This is the biggest lesson that we’ve had to learn,” says
Ben. “It doesn’t matter how exceptional your product is. If your market doesn’t
connect with who is behind the brand, they cannot feel why they should be
buying into you or committing to what you’re producing.”
“We’ve learned that without that connection it’s impossible
to move our market past just a surface-level consumption of our music and into
the kind of relationship that is brand fervor,” agrees Juliet.
“You end up just another song on a playlist. We have to be
consistently communicating what our brand ethos and culture is to help people
connect with who we are. It’s personal, honest and authentic, and it has
nothing to do with our product and everything to do with our brand.”
2. The root of success
is getting the right product to market
“In many ways, most musicians in South Africa also have to
be entrepreneurs. This is the foundation of the music industry, and why so many
musicians go on to be successful in other forms of business,” says Ben.
“Whether it’s busking on the street, hard-selling to people
walking by, or filling up a stadium – you have to know how to connect with your
market
.
“If you can’t figure out how to win them over and get them
to part with their hard-earned cash for an emotional experience, you won’t be
successful.
“At the end of the
day, we are a product-based industry that trades in feelings, so your the entrepreneurial spirit has to be strong.”
3. Build your knowledge
“Our advice to other musicians and entrepreneurs is to spend
time getting to understand all of the different elements of your industry,”
says Ben.
“You don’t need to become an expert in any one of them. This
is not about being a jack of all trades; it’s about knowledge. Knowing when to
hire the experts is more important than trying to be the expert.
“Your role as a musician is about making the musical
product, it’s not about being the best social media guru, publishing specialist
or event promoter. But if you don’t know enough about all the departments that
affect your market, you will get ripped off at some point.
4. Understand your core
and outsource the rest
“This relates to the previous point,” says Juliet. “We have died
nearly every element of the music industry at some point or other as most start-ups
have. Yes, it was great learning from those experiences, but at the end of the
day, all it did was take us away from our core purpose writing songs for our
fans.
“In the early days it’s vital to be juggling both, but you
cannot sustain that. You have to start finding the right team to surround your
brand. A record label that understands how to amplify your music message, a
booking agent who can find you the good shows, a publishing house that can
protect your rights and connect your writing with the world, a manager who can
help oversee all of these partners and assistants who can action the myriad
tasks of every day – these have all been vital components of our success.”
5. Always be evolving
“We recently opened The GoodLuck HQ, which is so much
more than a recording studio and event space,” said Ben and Juliet.
“It’s our home base for all of our different initiatives. We
need to keep evolving, and this is an environment where we can host
international artists, songwriters and producers who haven’t experienced what
South Africa has to offer.
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