The single largest controversy happening within the past ten years (since the true emergence of high-speed Internet infrastructure / capabilities on a mass scale) has been that of MUSIC DISTRIBUTION.
The Holy Grail for Record Labels has and continues to be the ability to manufacture, distribute, and track / earn income via the sale of music.
Why do Record Labels, Musicians, and other Industry players continue to enforce on Fans the Pay for Play model with Music?
Here’s the Fact: Fans want music to be: Free (or as cheap as possible), Mobile (accessible via any means), and Ubiquitous (everywhere they are).
Why then, does Music Talent and Industry Professionals continue to force payment for music if diminished margins (that’s profits), shrinking distribution chains, and piracy continue to win the race?
Here’s My Take: GIVE MUSIC AWAY FOR FREE.
Wanna make it as the Next Big Star? View your Music as a Virus.
What do I mean? A disease, if quaranteened, dies. An album or song, if quaranteened, dies. The fundamental difference between an emergining artist and an established act is that of resources:
1) Distribution Channels
2) Industry Professionals
3) Financial Backing
4) Experience (This is up for Debate)
HERE’S HOW YOU BECOME THE NEXT (YOU FILL IN THE GENRE) STAR.
1) Forget Traditional Distribution Channels: (Ex: WalMart, Virgin Megastores, etc.)
Established artists have one less defensible barrier to entry (that’s Business School jargon for “an easier way for others to replicate you and win”). In today’s industry, FREE is the ONLY WAY. Record old and new tracks with a plan on making them spread like viruses. Give them to as many people as possible without charge. Have a stack of CDs at ALL your Shows. Make music available for FREE download on your website. Make a ringtone jingle and distribute it free to your fans. Get fan feedback on E-Z ways / places to put your music.
*Most musicians have been brainwashed into thinking that their Music is their Financial Blood. Wrong. Think about your Music as the BAIT, and your merchandise, live video footage, concert tickets, interviews, etc. as the money makers.
2) Need Industry Professionals? That’s why we created www.WorldMusicLink.com. PS: It’s free to join – so don’t complain that you can’t muster up the money ($).
3) Financial Backing: Most musicians forget that they are in Business for themselves (see my earlier post). As entrepreneurs, you must find people who are “infected” by your music, cause, purpose, vision, brand, movement, mantra (mission statement), etc. This is why you must create your brand, publish it everywhere, and as famed entrepreneurial marketing guru Guy Kawasaki says “MAKE MEANING”. People want to follow others who make a difference. Your old High School friend who now is the Bank Owner may have a Metallica t-shirt on under his 3-piece suit – and he may be looking for a “cool” way to invest money in something he can get behind. Be bold. Ask for financial investors – and reward them handsomly. Ex: Give them a small % of income (but gradually increase it as you earn more) so that they take a little here and there while you take off as well.
4) Remember the old expression, “Knowledge is Power”? It’s true. The more you know about the Music Business, the better. Make friends with people who are smarter than you, who run a venue, book bands, etc. Ask questions and be honest – most people who know something like to share it (and have an audience that cares).
Reagan
Founder
WorldMusicLink.com
Connecting the Music Industry
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