I am writing this 35,000 feet somewhere over middle America on my way back home to San Francisco from the Driven Music Conference in Atlanta. I wanted to get a brain dump of my thoughts while they are still fresh. Driven had a vibe slightly different than some of the recent music conventions I have attended, Driven had a large number of musicians in attendance, along with music marketing students and young managers. This differs in that many conventions are often filled with peers. Sometimes this is the case because the ticket price is just too steep for musicians.

The panels over the course of the day were some great discussion on topics like music licensing, guerrilla promotions and the business of music. The panelists were great, with the likes of Kevin Lyman from the Warped Tour, Don DeBiase from Studio D Productions, Isacc Heyman from Leverage Records, Andi Hill from Black Fuel Music, Melanie Milioto from TKO, Mike Mowery from Outerloop Management, Lou Plaia from Reverbnation, Neil Sheehand from Standby Records and many more… each panel was filled with lots of questions and very eager musicians wanting to learn. It is so great to share all this knowledge with those who want to learn the most, muscians.

Where Driven got really exciting were the showcase performances. Bands had two showcase options, they could submit to be reviewed and selected to showcase, these public performances were held Saturday night and featured 16 bands selected from over 300 submissions. Bands could also pay a premium and have a private showcase for selected members of the music industry.

The Saturday night showcase was filled with many industry people, but the bands just did not have the guaranteed one on one feedback and discussion. Still I know one band was offered a spot on the upcoming Warped Tour immediately after their four song set. I also saw four great performers that night; Neil Cribbs, Romeo Spike, The Silver Comet, and The Hollywood Kills.

The private showcases were held over the course of seven hours on Sunday. 19 bands were involved in the private showcase. Each band had 15 minutes to load in, play one song, load out and get their critique. I was honored to be part of the group critiquing the private showcases. I was joined by Kevin Lyman, Isaac Heyman, Melanie Milioto, Andi Hill, Bram from IndieHitmaker.com and Jeff Levin from Atlantic Records. This was a serious showcase, with serious potential. At least one artist that day blew away the label reps who both were going to make a offer. The critiquing was not all positive fluff, we all provided honest criticism and every performer took it all in like pros. Before I had to leave for the airport I watched and reviewed 15 performances. A couple were not my style of music, a couple needed work, but the majority were truly impressive. I saw thrash metal, hip hop, pop punk, singer songwriter, reggae styling, hard rock, funk rock and more. We had no idea who the bands were in advance, no idea of their style, their caliber, they just got on stage and played one song and we had to give them a critique. I approached it differently then the label guys, I was less focused on the song structure and song writing and more on the performance and presentation. I am a marketer, I want the package, lol. I described the experience in a Twitter post as American Idol speed dating. Jeff Levin from Atlantic Records said this was one of the best showcase events he has attended. Be sure to check out my podcast The Music Biz Weekly later this week for a few tips and advice for artists who are in a showcase situation.

I loved that careers were being made at Driven. I loved seeing the female lead singer tear up when at the private showcase we all told her she was a star, that her voice was amazing. I loved seeing the jaw dropping expression on the lead singer after Kevin Lyman offered his band a Warped Tour slot. I was watching dreams coming true for young musicians.

Let me be clear I was not paid to attend Driven, I went on my own accord. I am writing this because I left Driven so energized and want you know what sort of exciting things happened over the course of the weekend. I can’t wait to attend the next Driven Music Conference January 2012 in Hollywood, FL.