Industry Insider: Morley Dave of Lollop PR and Media Gives Us Insight Into Making It In Music - Magnetic Magazine
Dishing out important lessons from Music Industry 101.

Lollop Media is a new company based out in the UK that handles electronic music PR and media consultation. With a fine ear for curation and cultivation, the newly formed group is already working with an array of artists and labels to create the next wave of music. 

We sat down with the director of Lollop, Morley Dave, to learn more about what it means to survive in the music business, artificial intelligence, and the future of EDM. 

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How did you start your career in the electronic music business?

Wow it seems like so long ago now, but I began at university whilst studying a BA in Architecture. Learning to mix on turntables began as a hobby for me, I bought the cheapest, nastiest pair of Numark direct drive turntables (I couldn’t afford Technics at the time) and me and a friend that I lived with (who later became my DJ partner) mixed back to back with the same 4 records for about 12 hours that 1st day. At that time I was more routed in house music and he was from a hard house background, [but] we managed to find a happy medium in the world of minimal techno, as well as keeping a firm interest in the 2 genres that we’d been previously nurtured on. One thing led to another and we eventually were asked to run parties for some of the local bars there, we were residents for Doorly (who’s gone on to do amazing things with his DJ career) and then after university, I decided I wanted to give the music thing a go full time (knowing that if it didn’t work I always had my architecture to fall back on). I promoted events in the North of England for the next 3/4 years where we booked some amazing talent (Faithless, Joris Voorn, Damian Lazarus, The Martinez Bros, Todd Terry and a whole host of acts). PR came a few years later when I was looking to shift to more sociable hours work wise and the experience that I gained meeting so many top acts and learning abut the way the industry worked set me in good stead to develop my relationships for the world of PR.

What is the best part of the business?

Some of the people that you meet. It’s such a creative industry, creatives are often unhinged characters, BUT, also some of the most elaborate souls you’ll ever meet. I’ve met people from all walks of life and the times I’ve created in this industry and experiences I’ve been part of have made up some of the most most enriching times in my life to date. I wake up wondering what project is next and what work we’ll be doing, whose career we’ll be growing, which brand we’ll be advising, it gives a lot back to you from an enjoyment point of view knowing you’re genuinely helping to shape clients’ projects for the better.

Decks

What are the biggest challenges?

For me I’d say the unprofessionalism of the industry can be the biggest test. There are some industry folk really trying to professionalise our industry and create quantifiable stats and strategy for the electronic music industry. People like Ben Turner (IMS director), the ADE team, there are so many people working hard to build the industry in the right way (too many to list). This is something that I feel is really needed for our industry to ever be taken 100% seriously by other music verticals and other industries in general.

Our industry is a social industry, people meet and go into business off the back of meeting on nights out. This is a double-edged sword in some ways, on one side it is what makes the industry so great and organic, but on the other side it has also created a situation where under qualified people are in extremely influential roles within the industry creating a cannibalised industry that continually regresses each time it tries to take a stride forward. And I say that with a hint of irony, as even I am a product of that, I really should be designing and creating beautiful buildings for people to enjoy but the draw of the music industry was too strong for me to turn down. I would like to think that I try to continually strive to better the practises on which I deliver and for me that is probably the defining difference. I believe that you can be an integral part of this industry whatever your background but you have to always strive to give as much as you take from the industry so that it can continue to develop in the best way possible.

What career advice would you recommend to someone just starting off?

The absolute cliche of working your nuts off. It really does make a difference. Work ethic in any industry is an attractive attribute. Also in our industry it’s important to believe in what you do and don’t feel scared of showing that off.

Fundamentally make sure that you always enjoy your work, life is short and full of obstacles but you have the choice to do what you want with your life. Make sure you never forget that.

Finally in music, it’s paramount you learn to burn the candle at both ends without burning out!

As the EDM industry continues to grow, what do you think the secrets to longevity in this business will be?

Learning about new technology and how that will impact the business that you work in or own. It’s going to change the face of the way we do things, it already has and is doing, so being on the cusp of developing technology is so important, especially in the communications vertical. We have to stay on top of new ways to promote our clients in the best way possible.

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Did you start off as a fan of electronic music and then became involved on the business side, or did business bring you into the electronic music world? Describe that process.

I was a fan that managed to find a viable route into the industry.

What does electronic music mean to you?

Tough question as it’s such an open ended question, so I did an A-Z and picked one for each :)

Armand Van Helden

Basement Jaxx

Chemical Brothers

Daft Punk

Erick Morillo

Frankie Knuckles

Groove Armada

Harry ‘choo choo’ Romero

ItaloJohnson

Jamie Principle

Kerri Chandler

Larry Heard

Masters At Work

Nicolas Jaar

Octave One

Pete Tong

Qu (DJ)

Roger Sanchez

Stacey Pullen

Todd Edwards

Underworld

Vitalic

Wolf + Lamb

X-Press 2

Yves Larock

Zip

What cities/regions do you think electronic dance music is best thriving?

India, South America, South Africa and Asia are all massive regions where people are beginning to switch on to electronic music. The growth in the coming years there will be vast and fast.

If you weren’t in the music biz, what would you be doing?

I imagine I’d have finally settled into my architecture routes designing buildings for the music industry and other creative channels too. Or maybe something more graphic design based, I enjoy building and curating concepts for brands and acts so I imagine I'd have tried to find a way to do this through other creative channels away from music.

Where do you see the most innovation in the EDM industry (i.e. Music, experience, nightclubs, behind the scenes, etc) and why?

I’m intrigued by artificial intelligence and how that will be applied to our industry and what affects that will have in terms of how we engage with products, brands and also more so on the PR side how we deliver engaging content to our audiences.

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