The Bloom Effect
The Bloom Effect is a unique one-stop shop for artists, labels, and lifestyle marketers created by industry maven, Fiona Bloom. The Bloom Effect’s past and present clients include: Anthony David, Maya Azucena, April Hill, Heston, Bling, MIDEM, SXSW, The Renaissance Hotel, Nelson George, Babygrande, Reverbnation, I Got Soul, International Soul Summit, Soultracks Awards and many others.

The Marksmen have been working in tandem with The Bloom Effect to book talent for Tillman’s Turntable Unplugged Monday night event. After watching Fiona in action, it is clear that she is a formidable force within our industry. So, I requested an interview with Fiona for an inside look into the Bloom Effect.

How did The Bloom Effect get started? What are your services and exactly how are you involved in the music business?

“I started The Bloom Effect in October 2006 so it’s turning 2 years old this year. I decided to focus my company on a few aspects of entertainment/lifestyle since I’ve been in the business with 15 years of experience in many facets. The services I offer are a multitude of marketing/promotional packages that include Cyber PR/Marketing and Traditional Print/TV publicity which also includes tour press.”

“The Bloom Effect produces and curates live performances, networking events, weekly parties, listening parties, product launches and anything else where I’m able to bring people together and promote a project. I specialize in building awareness and creating that BUZZ. Everyone needs THE BLOOM!”

“Our lifestyle services cover everything from music, film, publishing, food and beverage, fashion and anything else we like to be entertained with but my concentration and real passion lies in Music since I’ve been a musician from the age of 5 years old. I’m a pianist.”

How do you feel about the changes taking place in the music business? What do you see happening with record labels, promotion and the independent artist?

“I am very optimistic and excited about the changes and the huge shift in the way we do business. It allows entrepreneurs like myself an equal playing field and the same opportunities. It’s a free for all which can be scary too because there are way too many people doing the same thing and the field is overcrowded but---- it’s also a great time- because it weeds out the people who aren’t serious or are just in the game to make some overnight success.”

“I’m in this for life and my integrity and longevity speaks for itself. Oh, back to the changes. Exciting but we’re a little scared, as so much is still very unknown. I think Record labels more and more will become full service labels that actually market brands, not artists. There will be less and less CD’s manufactured and therefore less music sold except for niche and touring/venues.”

“A lot of promotion is going to be more digital/web focused and eventually will graduate to Mobile platforms. It’s a little too soon for Mobile Music to be turning a profit but within the next 5 years we’ll see a huge growth in that arena. Also with International artists- the gateway through to U.S will be much bigger and audiences will gain more enthusiasm and interest in those other markets.”

“The Independent artist will go more and more to social networking sites as one of major tools to promote and create visibility and fans and more social networking sites will be selling their music and anything else the artist/brand creates. Artists will be 3:0 savvy and most will be blogging daily and a lot of the artist websites will shut down. There’s really no point to having your artist site anymore when you’re registered with about 15 social networking sites. I’d say the average artist has about 5-6 profile pages now and that number is growing."

What are the goals of Bloom Effect and where do you see the company in the next 10 years?

“My goal for my company is to grow it but keep it organic and boutique. I want the perception to feel like The Bloom Effect is a huge company but I’d love to run it with may be 5 people at the most and having 2 of them represent me overseas in China and South Africa or Paris. I haven’t decided yet. I actually admire the way Giant Step is run. The brand is well respected. They have their integrity and fans have adopted into anything Giant Step related because of the consistency in good quality and the specialized growth and dedication to their fans and outreach. Giant Step- the perception out there is that it’s a 30 company if not larger yet- I’m thinking no more than 5 or so people work there.”

“My ten year goals are for The Bloom Effect to become a destination. A place where people can gather who are like- minded that share in taste and style and who are drawn by one main thing- PASSION. That’s the single handedly #1 thing that has driven me all these years and without PASSION I would have thrown in the towel years ago. Passion has kept me energized, excited, devoted and constantly wanting to learn and grasp everything new around me. Passion also has allowed me to stay out all night at parties, hanging with kids half my age which is extremely important in this business as we have to stay fresh and new! That’s the one word I can’t say enough and I tell that to kids I speak to, advice I give to clients and anytime I’m on a panel or lecturing.”

“I see The Bloom Effect being a social network unto itself. Since I’m such a socializer, gregarious and outgoing- I always make an effort to introduce everyone to everybody and also concerned with people having a good time. I’m a connector and a world citizen. I don’t shut anyone out and I seem to know 1/2 the world anyway. My email list is over 18,000 subscribers and when I combine all my social platforms and add up all the friends/connections- these add up to over 12,000 so together that’s a huge amount of people and those people end up talking to their contacts and next thing you know – the amount of people who are coming to my site or spreading word of mouth becomes quite a vast number. Social networking, whether online or in person is extremely powerful when done the right way and can really grow your brand without having to spend thousands of dollars in advertising/marketing. It’s really quite amazing. I’d love to see myself on advisory boards like the Grammy’s one day and Lincoln Center. My other final goal is to curate a Festival and take it to 10 or more Countries! I have big plans and many dreams . . . after all this is where it starts!!”