Meet Alexander Jobling
With music media dwindling, Alex Jobling has created Burstimo to give artists and bands new opportunities to build a fanbase and get their music heard. Here’s his story.
1. Why did you start Burstimo and what were you doing before?
Burstimo was started when we identified the Music PR industry needed to innovate and update their approach for modern day marketing. With NME no longer printing, the traffic to music blogs declining and radio listeners moving to Spotify, it was clear the industry was ripe for disruption. Previously I worked in Music PR, which felt very unrewarding knowing that there was so much more that could be done for artists to get their music heard by new listeners.
2. What were the biggest sources of inspiration and support when you were starting out?
We looked to other marketing companies to see what they were doing for their brands. I read blogs and was a member of Slack groups to learn how digital marketers were getting their brands in to places which got people talking about the products. We learned a lot of new strategies such as Social Media advertising and Influencer Marketing and then applied these new techniques to the music industry which no one had ever done before.
3. What’s the biggest lesson you’ve learned since starting the business?
You can’t do everything on your own, you need to build a team around you who you trust to carry out work to a high standard and support you, so don’t worry about your personal income from the business in the first three years, just focussing on growing the business by re-investing in people and their skills.
4. What has been your proudest moment/biggest achievement so far?
After using our service, one of the artists we worked with got signed to a major label. This was amazing for us as we really liked the people and their music. When you start a company it’s natural to doubt yourself and sometimes doubt your product, but when things like that happen it’s an amazing reminder that your company is moving in the right direction.
5. What piece of advice would you give to anyone starting out?
People say ‘do what you love’, but even the things you love can be difficult and sickening at times. Anything that is truly worth doing will have difficult periods which you need to get through. It is at that point where most people quit and you must persist through those times and push harder than anyone else is willing to do.
6. What piece of investment did you make in the business that was worth every penny?
The time we spent on creating content for our blog, YouTube channel and Instagram account. It didn’t cost a lot in monetary terms, but there were a lot of weekends we lost dedicating it to creating content. It was also a slow burner. You don’t see rewards straight away but everything compounds and now the content is paying dividends by raising awareness for the company.
7. Which element of marketing has made the biggest impact on your business?
Our blog has been the best element of marketing for us. It drives organic traffic to our website and raises awareness for Burstimo. We do this by giving out advice which pretty much consists of everything we know about music marketing. Friends often question why we give out all of our information for free when people would gladly pay for it, however the more you give the more you get back.
8. What do the next 12 months look like for you?
We’re looking to improve our service even further with new innovative ways to promote music. We want to start creating more content on behalf of our artists and help them get more exposure with collaborations with major YouTubers and create more sync opportunities to have their music used in TV, movies and adverts.
Do you have an interesting story to tell about how your business got started? Tell us about it.