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Some things always trend better than others. One thing is for sure – any trend is never steady. The way I see trend, or trends is – I am interested in meta truths affecting them. Something has made them come up. In a time when uniqueness, or an effort to become one is the thing people are striving for, one attention must be made. You don’t have to slavishly follow the trends to be trendy. No, it’s nothing like that at all.

You may use the alternatives trends give you almost however you want. With some features more stylish than others. Still and however, the most important thing is that how that trend sits into your fashion. Your way of life, your system of values, or how does it sit on your goals.

This is the foundation behind all that you do. It is influenced by passive promotion. Your own digital identity. How it then correlates to the reality, your own goals and the story you want to tell is another thing.

The important question to yourself is to decide, on a case-by-case basis, whether some trend is something you’ll incorporate into your own action. You have a power to decide that. It can be as much as trendy to use something as to completely ignore it. One piece of advice is in place. Be consistent before the foundation of your digital identity is established for the all four audiences.

What all this means to the music business management and the modern version of it. It’s a lot things. You really cannot neglect the planting of passive promotion. It is something that has to exist. If you don’t have it, you do not exist in the eyes of the relevant algorithms. Given that this is one of the most important meta truths today, passive promotion is a trend that it always around.

If you want to read more about this, here’s a book. It will explain everything understandably. Your artist management, or whatever you do in the music business will become easier. You’ll soon understand why!

Proofreading is an integral part of making a book. I am in a fortunate position because my proofreading is done by a distinguished scientist, Eloise Mikkonen. I remember well the time I was writing my first book. When I got to the point where proofreading became topical, it wasn’t easy to arrange at all. Every author and every book has its own style – and the ultimate message to convey. It’s not just the text only, but also the style, rhythm and the order of presentation. If that connection ceases to exist, there is a danger that the same words produce a completely a different meaning. It is important that the proofreader is able to evaluate the raw text correctly and is able to read the exact meaning behind it.

Eloise was the sixth proofreader to whom I presented my text. She said she would correct a few pages as an experiment and we could see what the finished text would look like. When I saw those pages, I knew immediately she was the right person for the job. She was able to follow the themes of the book, creating a style for that fits the message. It is a great freedom for an author to feel safe already at the writing stage. There is no need to write connotations and explanations – the other already understand it.

The Essence of the Music Business: Strategy 2nd Edition is already our fourth joint operation. These books have became more intact with each new round. Our collaboration has evolved and found new features. We have a many methods in our ‘toolkit’ to make the text even more understandable.

I find it nice when these behind the scenes stories are constantly asked about. This short story of mine is an ode to the proofreading and its meaning. If you are in a similar situation yourself, you should invest in this task – even if it can be difficult to find the right one. Successful proofreading makes the book an experience for the reader as well.