For the past year or so, my son, Jacob, has been creating and producing tracks – house music, as he calls it – electronic music in my world.

He’s been uploading them to SoundCloud, sharing them with friends and slowly building a following.

I think he’s really talented, smart and determined. But what can I say, I’m his Dad.

And so like any excited Dad – who also happens to be a social media addict and in PR – I encouraged Jacob to try to build an online community to promote his work. And like many level-headed kids (young adults?), he said, ‘Yeah, sure Dad… when I’m ready.’

Well, on May 11, Jacob decided to play around with Twitter. He followed more people including an indie record label in the UK, that had artists Jacob liked. Jacob sent them an @message:

@planetacetate have i mentioned that you guys are my favouritest #soundcloud track giver-outer

That was enough to pique their interest. A person at the label responded and said that because of the tweet he checked out a few songs and was ‘pleasantly surprised’. He invited Jacob to submit a track or two.

About a week later, Jacob got the great news and a contract. And today – one day shy of a month after the initial contact – his first track, Alp Achino, is launched.

And it all started with one tweet!

OK, I’m simplifying. It began with a passion for music and a person who takes it seriously enough to spend his free time composing, producing and uploading.

In the olden days this would have been a much more arduous and costly process. And I think it’s a good case study on how social networks accelerate not only introductions and connections but also the speed to market.

We still need time however, to reflect, imagine and create. But once something is ready, the means of distribution – and feedback – is much more immediate.

It’s yet another glimpse into where we’re heading and how the communications landscape continues to evolve and reinvent itself at a breakneck pace.

Of course, I’m a super proud Dad (and starting to listen to more than the ’70s pop you’ll find on my iPod) and I want to wish Jacob much success with his first label recording and everything else he does.

You can find Alp Achino at Beatport or on iTunes.

Have a listen, I’d love to hear what you think.

Jacob Waxman in his studio (product placement unintentional)

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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