MusicWeek interview – Peter Adarkwah

Peter Adarkwah is a DJ and the founder of BBE records. A Londoner with Ghanaian origins, now settled in Berlin, he has spent most of his life on collecting, buying, playing and selling music to friends and strangers. In the mid 80s he started a soundsystem called Mothership Connection in north London, before moving on to clubs and promotions, and eventually starting his record label, Barely Breaking Even, in 1996. BBE has worked with artists such as Jay Dee (R.I.P), will.i.am, DJ Jazzy Jeff, Slakah the Beatchild, and is currently working with dark Room Notes, Al Kent, DJ Bootsie and many more.

CISION: How important is the use of social media as a promotional tool when reaching out to your target audience?

PA: Mainly it is easier to access than print media, its coverage is almost universal and with online visitors being higher than ever because of web friendly phones its very important for promotion – especially as information stays visible for much longer online than in printed press.

What are the pros and cons of using traditional media outlets and social media platforms when targeting and communicating to your audience? How do you think this will affect corporate label marketing?

Its generally cheaper than printed press and easier to place material. Google is corporate so nothing will change. If someone outspends you they can always generate more awareness.

What challenges do you face when positioning yourself as a DJ and promoter, now that social media has such an influence in today’s media landscape? How do you feel about marketing becoming a skill required by artists?

Drawing attention to yourself is still difficult. You just have to be vigilant and keep working at boosting your profile through consistent and relentless promotion. Nothing has changed – while the medium has arguably broadened, marketing has always been necessary for artists.

Would you know how to strategically use the variations of social media outlets to promote yourself? How are you involved in the communication process of promoting yourself as an DJ and promoter?

I don’t believe there are any strict rules on how you go about your strategy. The key thing is to have interesting content. Without that its unlikely people would be interested. Content generation is what i am responsible for.

Which social media platforms do you currently use?

Myspace, Facebook, various blogsites and twitter in addition to our website. For announcing releases and events and to display video’s, podcasts and EPs.