How Flume Went from Hobby Producer to Worldwide Phenomenon

Over the last couple years, Flume aka Harley Streten has built a massive fan base and established himself as one of the most influential electronic artists from Australia. His distinctive style of indie-influenced electronic music has taken him around the world, including performances at Coachella, Lollapalooza and the Mad Decent Block Party. One of Flume’s most successful productions — a remix of Lorde’s “Tennis Court” — has amassed a staggering 18 million SoundCloud plays in just nine months.
So, how did the long-time bedroom producer breakout and become a worldwide phenomenon? During the 2014 Electronic Music Conference, which took place in early December, Flume and his management team spoke for nearly an hour about the strategy behind his brand and the tactics used to promote his music.
The in-depth discussion featured various components of the team, including his manager, agent, publicist, A&R, publisher, and art director. Thankfully, a video of the entire discussion has been uploaded to YouTube and those who didn’t attend the conference can now soak up the knowledge. Watch below:

Here’s a breakdown of the topics:
1:30 – The turning point in Flume’s career
3:35 – Chad Gilard, A&R (Future Classic)
5:35 – Flume’s creative process
7:35 – Ed Sholl, Label Manager (Future Classic)
10:40 – Jarrod Bird, Publisher (Future Classic/Kobalt Music)
16:20 – Jay Ryves, Art Director (Future Classic)
19:50 – Latane Hughes, North American Agent (The Windish Agency)
28:30 – Festival performances vs headline shows
34:40 – Treating remixes like singles and leveraging social media
41:40 – Q&A session with fans
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