DISQUS

Herrin · 1 year ago

HI Robin. Great video and really opened my eyes to something that I have know but I think I am still struggling with. I think people (including myself) are limited by our experience of retail sales in shopping malls etc so we bring that to the internet too. And the paradigm is so different online.

Let me explain my situation. I run an Independent record label with a growing list of great q2uality artists. I must say that the sales have been less than impressive so far despite a lot of social networking and studying as well as long nights blah blah.

Does this mean I should simply make all my artists music and albums freely downloadable? I mean no restrictions at all. This is what I am getting from what you're saying at least.

So then it would be a matter of donations to receive compensation?

Bu the key wold be that the reach of the music would be so much greater for the free availability.

How would I communicate this to my artists so they don't freak out?? ha ha. They understand much less than myself on the nature of the internet.

Anyway I think I need some reassurance that this is the correct model to follow. This has definitely helped and thank you again for such a thorough, enthusiastic perspective on publishing.

Take care. Herrin at Astronomy Records

RobinGood · 1 year ago

Hi Herrin,
I think you have understood very well and I can perfectly identify with your fears and worries. You are not alone.

Yes, it does take some more info and know-how to understand well how this all works but you may start on this path by giving a look for example at the interview I recently did with Ty Robers, a good guy who comes from the Record Industry itself and who explains clearly some of the ideas that are behind the future of making business around music.

http://www.masternewmedia.org/news/2008/02/14/t...

In your specific case, and considering that I don't know the type of artists you manage and the music genre, I think the direction should follow these guidelines:

a) Yes, let a good amount of music be free. The more the better. Provide individual mp3 tracks, without going out of your way to give top quality sound.

b) Create opportunities for downloading full CDs or custom-made compilations or even for buying full CDs at nice price levels. Go out of your way here to offer ways that simplify users needs and provide them with things they don't get anymore through traditional records (e.g.: lyrics, great photo collections, extra special tracks, remixes, ring tones, and so on.

c) Plan and develop a merchandising market around your best artists that may include gadgets, branded sportswear, DVDs or other unique downloadable material that die-hard fans would sell their mothers for.

d) Become an event organizer and find great ways to bring your artists to the most relevant places for their niche audiences and market their tours and gigs heavily on the net. Bank in on tickets and further merchandising at the event.

e) Provide new formulas to get your recording artists best fans onto an ongoing relationship by allowing them to subscribe for a flat rate to all the music they want, giving them opportunity to download anything you put out and to get other things at very discounted prices.

f) Create an online clubhouse for each music artists you have and go after developing a strong following that can meet and socialize online. Use tools like Ning.com or similar ones and make sure fans and supporters find themselves as if they were at an exclusive party where they can meet up with more like-minded fans and listen, read and talk more to their preferred artist. Make that community as exclusive as possible... a little like the ASmallWorld community does for its members.

These are just some starting points.

Here some more inspiration:

Sell-a-band - music crowdsourcing
http://tinyurl.com/yuh6o9

Create your own radio station:
http://tinyurl.com/3d6dmv

Music Publishing: Make Your Music Profitable By Leveraging Events Context And Relationships
http://tinyurl.com/2oeubw

The Myth Of The Rock Star And Of The Need To Sign-up For A Major Recording Label
http://tinyurl.com/c8eoc

Becoming Independent: Possible Roads For Musicians And Videomakers
http://tinyurl.com/a2uz8

Can Indy Music Bands Promote And Market Themselves Without The Majors?
http://tinyurl.com/3b4k6b

Online Music Marketing: Embed Songs Into Your Web Site With Sonific - Video Interview
http://tinyurl.com/p5hby

The New Music Niche Markets : The Long Tail
http://tinyurl.com/5zl5y

Finally I must recommend to everyone who wants to understand more of the future of music to read this great book by David Kusek and Gerd Leonhard
http://tinyurl.com/39rovp