How to Network in the Music Industry (Without Being Annoying)

Turo Pekari is the most connected person in the Nordic music industry. He works for Music Finland, the national export office. At every conference, people ask the same thing: "Do you know Turo?"

His networking technique is almost embarrassingly simple.

Stop Talking About Yourself

Pekari's number one rule: don't pitch. Listen.

"Mainly, not too much concentrating on my own product or business. It's more about being curious and listening to people, what they are actually doing."

That's it. The most connected person in Nordic music got there by shutting up about his own stuff.

He goes further. Talk about sports, food, TV shows -- not streaming economics or market share. "Understanding the art of chit-chat is super important because usually if you start to discuss sports, food, your favorite TV shows, they might open up a lot more opportunities than a boring discussion about the streaming black box."

The music industry is "still very, very human-centric." Business happens between people who actually like each other.

Build Your Reputation Before You Need It

Early in his career, Pekari deliberately built his personal brand as a music tech expert -- even while working at Teosto, the Finnish collection society ("not exactly the sexiest business around"). That reputation got him invited to conferences. More conferences meant more connections. More connections meant more invitations.

By the time he joined Music Finland, he was already more internationally visible than the export office itself.

Practical Conference Tactics

Here's Pekari's playbook:

• Research attendees beforehand. Know who's going to be there. Identify the connectors.
• Go to the after-parties. "That's where the magic often happens."
• Befriend event organizers. They know everyone and can make introductions.
• Follow up on LinkedIn. Add speakers before and after their talks.
• Just be nice. "People often like to do business with nice people, invite nice people to different places. So with that, you can already do a lot."

Your Studio Is Already a Networking Hub

Here's what most studio owners miss: you're sitting on the best networking asset in your local music scene.

Every session is a potential connection. The producer mixing in Studio A gets lunch with the songwriter in Studio B. The house engineer introduces a vocalist to a beatmaker. A mastering client mentions they need a drummer, and you happen to know one.

This doesn't require LinkedIn. It happens because your studio creates the conditions for it -- a physical space where music people spend real time together.

Studios that lean into this -- hosting listening sessions, running open mic nights, keeping the lobby welcoming -- become the conference after-party of their local scene.

The trick is being intentional about it. When new musicians book through platforms like Upsound, treat every session as a chance to connect people. A producer from across town discovers your drum room. A vocalist finds an engineer who gets their sound. Those connections compound into a reputation that fills your calendar without marketing.

Pekari says face-to-face is still king, even in the Zoom era. Studios are the face-to-face layer of the music industry. That's a competitive advantage -- if you use it.

Key Takeaways

• The most connected people in music don't pitch. They listen. Curiosity beats self-promotion every time.
• Build your reputation as an expert before you need the connections. Invitations follow reputation.
• Your studio is a natural networking hub. Every session, every booking, every coffee in the lobby is a chance to connect people. Be intentional about it.