One of the greatest sources of alienation and disillusion for professional musicians is the profound sense that their deep love of music and lifelong commitment to developing their skill, is completely invisible and unappreciated by non-musicians. It’s easy to becoming bitter when you see a crowd jump out of their seats for ‘The Chicken Dance’ at a wedding, yet the original piece of music you have rehearsed for weeks is completely ignored and/or misunderstood by the few people that hear it (often friends showing up out of sympathy for the disenfranchised artist). There is a tendency to try to balance this phenomena by dumbing down the music, making a more ‘commercial’ record, hiring a mediocre singer simply because they look good on stage and bring in a crowd. This only leads to furthering the distance between musician and listener, deepening the cycle of bitterness and isolation (“…nobody likes my stuff anyway, so I’ll just climb into a hole and write really weird music…”). We want others to be as moved by music as we are. Why is this so difficult for many of us to achieve? The explanation for this phenomena, and the way out of the artist’s conundrum, is understanding The Curse of Knowledge. This principle is well articulated in Chip and Dan Heath’s book, “Made To Stick”, which I heartily recommend. The idea is that, once we know something, it is very difficult to imagine what our experience would be without that knowledge. A professional musician has spent years developing their ability to hear,…
November 5th, 2009No Comments, Books, Ideas, Music Industry, Strategy & Marketing, by Eric Jensen.
November 2nd, 2009No Comments, Music Industry, Strategy & Marketing, by Eric Jensen.
In a recent survey by British think tank Demos, researcher Peter Bradwell found that music listeners who participated in illegal file sharing behavior spent more money on music than listeners who did not admit to using illegal services. Two key paradigm shifts created by Internet distribution come to mind: Distribution, whether as playlists, recommendations, or downloads, is largely controlled by fans, not record labels or content creators. The per unit cost of ‘digital copies’ is essentially zero. This creates a situation in which even an unlicensed transaction has value for the content owner; a possible new fan, and marketing data. The first challenge is to leverage that value. The second is creating legit services that provide a vastly better user experience than illegal file sharing at a competitive price. In addition, why not simply license file sharing behavior, leveling the marketplace? I know, easier said than done. The issues of copyright infringement are significant, but a major roadblock is the complexity of the traditional royalty model. People will pay for innovative, superior products. Apple is a great example. Everyone grumbles about the proprietary nature of their business model, but folks are still lining up for iPhones in a recession. The music industry has the potential to transform itself, ushering in a new era of compelling, competitive, Internet marketing and distribution services. Executing will take hard work, visionary thinking, and cooperation.