Creator Academy
How to Network as a Music Artist Without Looking Fake or Desperate
Networking isn't begging for favours. A practical Creator Academy guide for African artists on building real industry relationships, online and offline.
Networking has a bad reputation because most people do it badly: cold DMs with a link, "pls check my song", and silence afterwards. Done properly, it is just making real friends in the same industry. Here is how to do that without looking fake or desperate.
The music business still runs on relationships. Playlists, bookings, features, press and sync deals often start with someone who already knows your name. The goal of this Creator Academy guide is simple: be the artist people are happy to hear from.
Lead with value, not with your link
The fastest way to look desperate is to open with an ask. A first message that only says "check out my new single" gives the other person work to do and nothing in return.
- Engage before you ask. Comment thoughtfully on their posts, share their work, show up to their shows or Spaces.
- Offer something useful. A shout‑out, a verse, a cover design, studio time, a contact, or simply feedback that shows you listened.
- Make the ask small and specific when you do ask. "Would you be open to a 10‑minute call about X?" beats "let's link up".
Be the artist people are happy to hear from.
Network sideways, not just upwards
Everyone wants the big A&R, the top playlist curator or the A‑list feature. The people who will actually grow with you are your peers: producers, engineers, videographers, DJs, stylists, bloggers and other artists at your level today.
- Build a circle in your own city first: Lagos, Accra, Nairobi, Joburg, wherever you are.
- Collaborate, cross‑promote and celebrate each other's wins.
- Today's upcoming DJ or blogger can be tomorrow's tastemaker.
Do your homework before you reach out
Nothing reads as fake faster than a copy‑paste message. Before you contact anyone:
- Listen to what they've played, written or produced recently.
- Check what they actually cover. Don't pitch an amapiano record to a curator who only does alté.
- Read their submission guidelines. Many curators, blogs and radio shows say exactly how they want to receive music.
- Mention something specific so they know you're not mass‑messaging.
DMs and emails that get replies
| Do | Don't |
|---|---|
| Use their name and one specific detail about their work | Send "Hey bro, check my song 🔥🔥" to 200 people |
| Keep it short: who you are, why them, one clear ask | Write an essay or your full life story |
| Send one clean, working link (private stream or EPK) | Attach large files or five different links |
| Follow up once, politely, after a reasonable wait | Spam, tag them on every post or guilt‑trip them |
No reply is not an insult. People are busy. Follow up once, then move on with grace.
Show up in real rooms
Online matters, but in‑person still hits differently. Listening parties, open mics, industry mixers, showcases, conferences and your friends' shows are where relationships become real.
- Go to support, not to sell. Enjoy the event and celebrate whoever is on stage.
- Ask questions and listen more than you talk.
- Have your details ready: a clean Instagram, a link‑in‑bio with your music and a contact email.
- Follow up within a day or two with a short "great meeting you" message that mentions what you talked about.
Make yourself easy to work with
Networking only pays off if people can actually work with you. Before you reach out, get the basics right:
- An up‑to‑date EPK: short bio, press photos, best tracks, notable moments and contacts.
- Your music properly distributed and registered, so collaborators and curators can find and use it.
- Professional habits: show up on time, deliver files when you say you will, credit everyone and pay what you agreed.
Your reputation travels faster than your music. Make sure it's a good one.
Play the long game
The artists who look desperate are usually the ones who only appear when they need something. Stay in touch when you don't need anything: congratulate people on releases, share their wins and check in. Keep a simple list of who you've met, where, and what you talked about.
Relationships compound. The person you help today may be the one who opens a door years from now.
Quick checklist
- Engage before you ask.
- Give before you take.
- Build with your peers.
- Research every pitch.
- Short, specific, one link.
- Follow up once, then let it go.
- Show up in person.
- Be easy and reliable to work with.
- Stay in touch when you don't need anything.
Creator Academy is HNA's practical series for African creators building careers in music and culture. Inspired by @playbookforartists.
Explore HNA