For our latest installment of the music industry entrepreneur series we are spotlighting Scott Fetters, director of 2112. Located within Fort Knox Studios, 2112 is “Chicago’s first incubator focused on the development of businesses and entrepreneurs in music, film/video and creative technology”. Scott is helping to lead the resurgence of Chicago’s global recognition as a music destination.
Scott began his music industry career working an internship with The Music Institute of New Orleans. After working as the showcase coordinator for the Cutting Edge Music Business Conference, and a brief stint in corporate sales, he joined the Chicago Music Commission and ChicagoMusic.org. Scott focused on addressing the “fragmentation in Chicago’s [music] market, “, which lead him directly to his role as the Director of Fort Knox/2112. As the director of 2112, Scott’s duties “involve continuing to build industry relationships, ensuring that our members are surrounded with the right resources and programming to help them grow, and raising awareness of 2112 to help attract additional members and partners”.
Scott Fetters, Director of 2112
“I couldn’t be more proud of the growth I have seen in our members and the excitement from the industry surrounding Fort Knox/2112. Chicago has experienced a severely fragmented market for some time now, and it is exciting to see the local market working together as well as a renewed interest in conducting business in Chicago”.
In addition to the work he is doing at 2112 Scott is on the Board of Directors of Sharing Notes, Advisory Board of CIMM Fest, and ChicagoMusic.org, and is on the Ambassador’s Board of the Chicago Children Choir.
Q: What is the biggest lesson you have learned on your journey as an entrepreneur in the music industry?
Remaining nimble as the industry is constantly changing. When you’re acting in the service of others, listening carefully to the needs of the market become crucial. Sometimes the needs are obvious and solutions are readily available, but more often, you have to decipher what your audience wants and get creative with your solution.
Q: What’s on your playlist right now?
Tough question. Today has been Miles Nielsen and the Rusted Hearts, Galactic, Liz Vice, and The Districts. I try to listen to as much music as possible though, so every day is different.
Q: How do you consume and find new music?
I get introduced to new music mostly from friends. I’m lucky enough to work closely with a lot of people who love sharing new music, so I get bombarded with new artists all the time. There is also a lot bands that are promoting themselves heavily in the local market. I believe it’s important to support your local scene especially when they’re making high quality music. There are also some great new music discovery platforms such as TheUpNext and Nusiki.
Q: What are some of your favorite apps that help you run your business and day-to-day life?
There are a lot of apps out there and the number increases every day. There are a few pretty well established apps but I guess it just comes down to fooling around with a bunch to find your personal preference. As we are growing, however, we are constantly looking for new platforms to address our needs.
Q: What is your number 1 tip for musicians trying to market themselves in an increasingly over saturated market place?
Be authentic and focus on creating direct connections and memorable experiences with fans. Fans can tell when artists and their music are genuine and will reward you for it. The chances are if your music is genuine, your fans will connect with it. Once you have a following, all you have to do is put on great live performance and you will lock in their loyalty.