BIGSOUND: Sari Delmar

Business: Audio Blood Inc

Position/Title: CEO and Founder

How did you first become involved in the music business? That is a question I always find hard to answer. Around the age of 13 my music obsession started to turn in to more of a career. I wanted to be involved helping artists any way I could and being a regular concert goer was just not enough for me. I started interviewing bands and sharing their stories in online magazines. I was a horrible writer at the time so I'm not sure why people allowed me to contribute to their publications but I was very lucky that they did! Soon all my evenings were filled with shows and I moved to Toronto and found myself interning at Wind Up Records Canada. I landed my first job there doing marketing and quickly fell in love with the strategy and creativity that goes in to breaking artists. So that is how it unfolded but I should also mention that some of the factors that led me to that start were going see to punk bands in my hometown, Tell All Your Friends ­ Taking Back Sunday, my favourite band of all time The Matches, and reading Alternative Press.

What do you perceive to be your area of expertise, and how did you gain experience in this field? Over the years I have been able to gain a handful of areas I would consider as my area of expertise. At the top of the list is marketing, publicity, management, entrepreneurship and artist/brand development. I very much developed these skills and areas by just throwing myself in to situations where I was forced to deliver and learn fast. I read a lot and watch what the industry is doing, I learn from all the amazing people around me every day and am never not learning. I started out interning and proved myself one day at a time. Running your own company really allows you to be a jack of all trades and some skills I never thought I'd have, I've had to develop. That is part of the fun! 

Is this your first BIGSOUND? It is indeed. I'm very much looking forward to it!

What will you be primarily discussing during your appearance at the BIGSOUND conference? I believe the panel I am on is regarding artists developing careers in Canada, but I am not yet sure of the exact topic to be honest.

What are you hoping that people will be able to learn from your panel/interview? I hope that I can always inspire people to take risks and fight for their happiness. I hate when I hear people are not doing what they love and are making excuses for not feeling great every day. Whether I'm chatting about work or life, I always hope that someone in the room who maybe needed a pick-me-up or reality check realises that it is possible to just make it happen for yourself and the only person standing in your way is you. So I hope that is one of the things people take away whenever I speak publicly.

What are you expecting to take away yourself from your visit to BIGSOUND? I am expecting to connect with some new industry contacts and expand my network, learn a great deal about the Australian market and how my artists/company can fit in, and have an all-round great and memorable experience!