Archive for the ‘brand’ Category
Business, Culture and the Theory of Evolution
Hey folks,
Recently I have been thinking about the future – not just my future, but the future of music as a whole. As a musician, I could be deeply worried and paranoid about digital piracy and its effects, but I’m not. In fact if anything, I’m rather intrigued as to the possible developments that illegal downloading will eventually bring forth.
That the recorded music industry on its own cannot survive is now quite apparent and those with enough savvy (and enough time on their hands to think about it) will understand that it is just one small part of a very big machine (that also happens to include touring, merchandise and a few other minor things, such as souls).
The theory (and thought) of recorded music being a separate business in its own right and self sustaining is now obsolete and is no longer relevant in today’s entertainment industry. Business (like society and culture) must develop, mature and eventually evolve in order to be successful, but there are parties within the industry that refuse to do so and as such may end up doing more harm than good. For example, the RIAA (Recording Industry Association of America) are still launching insane lawsuits against people for downloading and uploading music, while still thinking that they can put a stop to online piracy. But where can artists and labels possibly go to claim back money lost through downloading?
Now, more than ever, it is clear that live music and artist branding is where it’s at. For example, this has led to many artists to become walking advertisements – just check out Gwen Stefani’s clothing range or Victoria Beckham’s (whatever the hell it is she’s selling this month) range. While there is practically no money left in recorded music, there is a good deal of cash floating around the live circuit, however the real money lies with the perfume makers, clothing lines, liquor and cars and a whole host of other products and lines.
It may not even be that long before recorded music becomes completely free and utilised solely to promote tours and other products that bare an artist’s name. In 2007, Prince released the album “Planet Earth” to the Daily Mail who gave it away for free in order to promote his 21 date residency at the O2 Arena last July… and it worked. Sales of the paper went through the roof, tickets for the show sold-out very quickly (and ended up generating approximately 15 million Euro) and Prince walked off with an extra few million in his bank account.
Commentators of old may splutter about the loss of independent retailers, but the focus of the audience has changed – everything goes out of fashion at least once and that includes styles of business. Where many consumers at one stage would pick up artist information and recommendations from independent vehicles (I did and to a small extent still do), more and more people are turning to the internet and specifically to blogs to fill their wants and needs.
How independent artists approach the business now and in the future will interesting to watch and it might not be too long before those with their heads screwed on suss out how to work this new model.
Cathy Davey “Tales of Silversleeve”
Miriam Ingram “Trampolonica”
Rubicks “In Miniature”
Leigh
