Wednesday, Nov 27th — First day — Brand & Market Strategy
Picked-up at 9am at the hotel, the artists were given a tour of Trempolino building (WW2 bunker), before discovering their studio for the week and the room in which they’ll be having most of their courses. For this first day, Chloé Nataf, head of the project, introduced them to the moodboard concept, before they had 2 hours to cut and paste their favourite images found in magazines. A moodboard is a type of collage consisting of images, text, and samples of objects in a composition. The aim was to present the mood and values of their project to a few Audencia students that would work on their branding strategy.
In the afternoon, other Audencia students presented their work on each one’s global marketing strategy, giving general figures about the music business and first tips for the artists to think about their targeted audience and career goals. But they would come back on that several times within these two weeks in France.
Thursday, Nov 28th — Second day — Digital revolution & Music Value Chain
On Thursday, we all met around 10am at La Centrale, an audiovisual company co-working place that kindly welcomed us. Lecturer of the day was Yvan Boudillet, founder of the Lynk, an innovation agency for creative start-ups. He talked about the general changes in the past 30 years in the Creative Industry and sepcially in the music industry, starting with a presentation of all the Music & Creative softwares and applications that were created in the last decades.
Through the story of their successes and failures, he aimed at helping our five artists to chose the ones they would need. He also interrogated whether labels aren’t really necessary anymore. Is the “Do It Yourself” (DIY) philosophy a real solution for artists? Another question each artist would need some time to think about, before chosing his/her personal strategy.
Friday, Nov 29th — Third day — Streaming plateform strategy
After a quieter morning — free time and an interview for Marta and Martin at Euradio, it was time to get deeper on technical subjects and Quentin Gauvin was the right person for that. Co-founder of FUTUR records and label manager at Believe Digital, he taught Alice, Marta, Martin, Joanna and Simone about specific tricks to be used on Deezer, Spotify and other plateform to be seen, and to touch new audiences.
Needless to say, it was welcomed and questions burst out until the day was done, and no one had energy left to go out at night ! Especially…
Saturday, Nov 30th — Fourth day — Social Medias strategy
…Knowing that this Saturday would be at least as intense. Course of the day : presentation of several social networks, and how they should be used by artists, by Lucie Guilloux and Hans-Paul Landrièvre, founder of Studio Volume, a promotion agency for artists. Passionate about their subject, both caught the audience quite easily and explained how Facebook, Instagram, Twitter, YouTube or Tik Tok could change their life … if they knew how to use them properly without losing all their time for no result.
This time, we had to enjoy some of the Bar-bars Festival, that was by chance happening at that time of the year. After some concerts in small bars in town, some went dancing at Le Lieu Unique, a famous bar in Nantes and former biscuit factory.
Sunday, Dec 1st — Fifth day — Free day
During this day, as on their free time the previous days, the artists could use at their ease several studios at Trempolino to rehearse for the show. Some other went to visit parts of Nantes, have a nice coffee and croissant, or relax at the hotel.
Monday, Dec 2nd — Sixth day — Fundraising & Day-to-Day Organisation
Courses start to speed up and things to get clearer, but there still was a lot to cover. In the morning, Chloé Nataf gave some insights about crowdfunding campaigns and how it could help promote a release — and not only finance it.
After a short break, Thomas Cochini, a French artist part of duet Labotanique, introduced our five guests to Streak, a Customer Relationship Manager tool for Gmail. More than a technical tool, it’s a way to open the discussion on how one’s should divide and organize its day, between creation and … all the rest, meaning emailing for booking, organizing tours or recordings, and getting other sources of revenue. Which is, as everyone knows, the sinew of war.
At night, Marta, Martin and Simone first met their mentors, respectively Maxence Cyrin, Grégoire Vaillant and Romain Lallement (Lenparrot) at B2m restaurant in Nantes — fine food and organic wine!
Tuesday, Dec 3rd — Seventh day — Being a slasher artist & Rehearsal show @ Trempolino
If the artists were given some time to relax, this day clearly wasn’t the laziest! After a course in the morning with another slasher artist, Cécile Unia, about multitasking. Networking, promotion, booking, when do you need to ask for help and when can you do it by yourself? While remembering all the time that you need to keep time for creation.
The last two mentors, Dorothée Hannequin for Alice and Mariama for Joanna, arrived for lunch, before they all started the line-check for the rehearsal public show. Each artist could get some time to prepare for the show at Les Trans Musicales, where they would get 20 minutes to present what they are and what they play…very little to what most of them were usually used to play.
In front of a small but warm 50-people audience, we had to chance to finally listen to them for real. And there it went : all beautiful !
Wednesday, Dec 4th — Eight day — Mentors day
After seeing them live in concert, the mentors could spend some time with their mentees in studio to discuss their project, their career, and give some feedback about their concert. Personalized advice went from changing the order of songs on the show to go shopping for some new clothes, or giving a few contacts to email before and after Les Trans Musicales.
Maybe that was the most intense part of the week, and everyone was happy to get some sleep before “touring” to Rennes !
Thursday, Dec 5th — Ninth day — Trip to Rennes & Conference @ Les Trans Musicales
After everyone met at Trempolino for coffee, we drove to Rennes, avoiding one the biggest strike ever in recent years in France. Our European artists had to discover the atmosphere of demonstrations, and they could enjoy it from the window of their hotel in front of Rennes train station.
In the afternoon a conference was held at 4bis congress center. Directed by Chloé Nataf, the lecture saw our five artists and four mentors discuss about their status of slasher artists- please find the podcast link here.
At night, everyone could discover the city of Rennes during Les Trans Musicales : a maze of bars, concerts, and a lot of people to meet. Some still had the energy to go to Le Parc Expo and catch a few shows before it got too cold, and we got too tired.
Friday, Dec 6th — Tenth day — Showcase @ Les Trans Musicales
There it was, the final day, the S‑Day — Showcase Day. We had talked about it so much that Alice, Marta, Martin, Joanna and Simone started to get a bit nervous, but all of them went really professional on line-checks — and eating all the sushis. Despite the cold and rainy weather, despite demonstrations, we had another chance to enjoy five great concerts, and if you weren’t there, check the photos of this article, and the trailer below.
Saturday, Dec 7th — Eleventh day — Back to home
On a grey morning, the city seemed quiet when we left the Hotel de Bretagne but a few cafés were opening. The countryside was quiet and foggy, giving fields a fantastic atmosphere. Some mischevious korrigans were indeed out at the airport and gave Martin and Simone a few shivers, when the hostess refused to board their guitars, but it finally went well after a nice lady took care of the situation (watch the video). Alice and Marta did have some time to take another quick look at Nantes, its castle, its cathedral and its Saturday demonstrations. So long, time for goodbyes and see you soon!