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'Spin Doctor #4 - a Guide to Dance Music P.R. (and in this edition Mentoring)' by Stuart Evans

Author: Stuart Evans
Tuesday, February 7, 2006

Communicating those New Year Blues.

Getting back into the swing of things.

Isn't summer time a wonderful thing- The presents have long been unwrapped and the money received has tendered to someone else, probably squandered on a variety of things. The festivals and events have been conquered and the travelling circus of superstar djs has been witnessed, critiqued and discussed Australia over.

The now traditional Summadayze outing has departed for another year (which was closely followed by the obligatory recovery party).

The only thing left is to attempt to fathom out the hazy and recollect what you did during the previous 24 hours…or in some extreme cases, the previous 72 hours.

It has been a time of high frolics where anything, and most possibly everything, has been possible in the crazy paradigm of dance music. The only pity is that we now have to wait another year before it comes round again.

Inevitably, the New Year is greeted with much optimism. In some cases of disparity, a new found confidence that what may sit around the corner over the next 12 months may be more music to the ears.

January's a funny old month. Not much happens. Little noise is made (apart from Big Day Out that is). People are either on holiday, at home, or still lying under a rock recovering from Summadayze. So what can you do to achieve a happy medium in January- The first thing that should be done is to ignore any New Years resolution that you may have made. These are broken quicker than a dog with a stick.

Instead, look ahead to the next twelve months. Where do you want to be- What do you want to do- How will you get there- Who can help you achieve your goals- Fixate on goals for the future and start to think long-term. Write down your goals but make sure that they are SMART. Smart goals stand for Specific, Measurable, Achievable, Realistic and Targeted.

Communicate what you want to get out of '06. If this is the year that you'll finally be playing at OneLove or you'll be supporting the big guns at next year's events, start to map out of a strategy of how you intend getting there.

Always remember the who, what, why, when, which, where and how rule. Now's the time to get tough and ask some hard questions.

Use this momentary blip in the busy dance and hospitality calendar to plan ahead.

The next event's just around the corner.

Until next time,

Stuart Evans runs the highly acclaimed Vibe Communication with fellow PR junkie Caroline Yates. Vibe is a marketing, PR and communications agency dedicated to the 18-35 year old demographic.