Onder Invloed

There are some people in the music industry who’ve got the heart in the right place and do things for others just because they want to help them. They’re using their influence the right way. I’m going to put the spotlights on some of these people every now and then. First up: Niels Aalberts, A&R manager, musicians advisor and – growing – internet expert.

I met Niels during my internship at VPRO 3VOOR12, about 14 months ago. An enthousiastic, easy-talking mister, who’s thinking more commercially than I probably ever will. Turns out he isn’t filthy commercial, but just someone who wants to get good things to as many people as possible.

In his career so far, he’s worked with musicians like Soulwax, Voicst, GEM, Solo, a balladeer and Charlie Dée, sometimes even voluntary. What’s even better, is his new blog, where he almost daily puts up new articles, giving free advice to people in the music industry. He’s got something to say about almost every aspect of being a musician. How to get your own album out there, how to book shows, how to improve your online visibility, etcetera.

“I basically started the blog to save myself some time. Turns out, I got the opposite result, because I want to update it on a regular basis. The last few years I spent a lot of time on bands and artists who’re asking me about their music and what they should do with it.” It’s the kind of work Niels used to get payed for by companies like PIAS, Universal and Sony BMG. “The fast changes in the music industry cause this know-how to become sparse and the demand is growing rapidly every day. Everyone is looking for the golden formula regarding to music and internet. Well I’ll tell you right now: that formula doesn’t excist.”

So, the blog makes it easier for more bands to use Niels’ knowledge without him getting called or emailed by a a lot of musicians every week. It’s contents are best described in the blog’s header: ‘How you get around by yourself as a starting musician in a fast changing music industry’. Niels doesn’t write around the subject, he’s sharp, and subjective when he wants to. “Some posts are all about the facts, but in others I write like a columnist with a strong opinion. Intelligent readers mostly prefer a coloured meaning than someone who’s trying to be objective.”

The ‘Eerste Hulp Bij Plaatopnamen’ blog is helpful for musicians, managers, but also people in the film and book industries. “The same developments are going on in all these industries.” Niels thinks there’ll have to be some kind of change of minds in the music companies. “We’re going to live to see the copyright change completely and then everyone who’s got anything to do with it will have to change as well.”

It’s those kind of opinions and statements you’ll find at the blog, as well as discussions on how to use websites like Facebook, Hyves, MySpace and Bandcamp in your advantage. And how not to. The blog also features some personal experiences of musicians like Marinus Goederen (a balladeer), Maurits Westerik (GEM) and Michiel Flamman (Solo). Of course I asked Niels for the best advice he could think of regarding music and internet. “Don’t keep waiting, become part of it. Maybe starting musicians can be overwhelmed by the options thrown at them, but I’m convinced you can create 80% of the stipulations for succes yourself, on- and offline. It’s hard work and you might have to put in more hours than in the music making itself, but the results will show. You must focus on getting attention, more than making profit.”

NIELS AALBERTS | blog | official website