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Topic History of: X Factor
Max. showing the last 5 posts - (Last post first)
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Jaded and Bored |
Well this is where we disagree. I think your conclusion is very wrong.
People are still being discovered on Youtube. Musicians and comedians.
Look at Jenna Marbles (have you heard of her?) she pulls in 3m viewers
each week and is very entertaining.
Mourey came to prominence as a blogger for stoollala.com, a now-defunct brother site of barstoolsports.com. Through stoollala.com and, eventually, social media networks, Marbles gained fame with her video "How To Trick People Into Thinking You're Good Looking," which had over 5.3 million views in its first week (about 42,721,130 views as of July 8, 2012.)[1] The video was well received by women. Her video "How To Avoid Talking To People You Don't Want To Talk To" was featured in an August article in the New York Times[2] and ABC News,[3] in which she was quoted as saying, "I'm sick and tired of guys thinking that just because I showed up at a club or a dance or a bar, that I want to have their genitalia touching my backside." The video has approximately 24,873,998 views as of July 8, 2012.[4] She uploads a new video to her YouTube channel every Wednesday. As of August 19, 2012, she has around 3,877,367 subscribers to her YouTube channel, along with about 695,043,609 page views.[5] (from Wikipedia)
She is one of many Youtube personalities doing millions of video views
and making money from it. Everyone outside the music industry gets it but
no not the music industry they fumble around in the dark wondering how
to sustain the old model in new world realities. You are doing this too
despite understanding a lot more about this new model.
If something is good it will rise to the top and that is true unless you
stick it in a cupboard. It's called pull marketing JK and not push marketing
which is what your filters do. We have hundreds of thousands of media outlets
but most of them play the same things so even with each outlet having its own
tribe they all source music from the same place.
Newspapers and magazines are not going anywhere anytime soon and have adapted
to the new world. They will pick up on the hits and rebroadcast them via their
websites thus generating the success you are talking about. People are still consuming
music but in order for them to hear it we need to meet them where they are at.
Word of mouth still works in the new model. In fact it's the only thing that does work.
One other thing JK, Youtube, Spotify and iTunes are the powerhouses when it comes to online
music. A front page mention or plug generates huge interest and views which (in Youtube's case)
generates more sales.
Out of interest, what exactly are you wanting to see that isn't already in existence?
The old model gatekeepers are still alive and kicking albeit with every decreasing relevance.
So what is this new FILTER you want? A central website? What? |
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JK2006 |
And that's the problem; the more of them that there are, the less we shall see the wood for the trees. And the less great music will break through. Yes, the Gotye's will explode but the slightly less immediate or obvious hits won't. So they won't get heard. And the artistes will fade away, undiscovered, un nurtured. That's why we need good powerful strong populist intelligent filters all the way through the process - to encourage and improve talent and to chuck out the chaff from the wheat.
Without filters the weeds will dominate - as is currently happening. Who knows how many potential Beatles will simply never be discovered? |
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Jaded and Bored |
Well props to you for persevering with "dogs" a carnival hit originally. I know it well. There is common ground in our thinking but we are in a fragmented world and it ain't going to go back to how it was. Even tv which delivers the largest audiences is fragmenting fast. The internet is the place to be, besides, it will deliver advertising results and in conjunction with other media will deliver the most cumulative views/listens,made up of a network of publishers, mostly amateurs. The great thing is that with carefully targeted marketing great music as well as really horrible music will rise to the top. Downloads are going the way of the dodo. Streaming is the future paired with merchandising. Don't forget that even with the proliferation of gatekeepers, most are followers jumping on the bandwagon of populism. There will always be tastemakers who set trends, it's just that there will be a lot more of them. |
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JK2006 |
You call filters "quality control". This is what we need. Some will throw out the music I like. Some will do the same for music you like. But there will be other filters, letting them through. My battle for Dogs took years. When I found someone who agreed with me that it was a hit, we were rejected by radio, TV and other traditional filters, so I suggested sports stadiums. That filter passed it with flying colours (as it had done for me with Chumbawamba).
We need the internet to develop filters. Many will be wrong; others only appeal to small sections (like You Tube which includes very few downloaders - just loads of viewers). The best will capture most listeners, viewers, buyers. And then we can bring great crossover music back to the masses. |
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Jaded and Bored |
I really don't understand what you are on about. For a start you cannot uninvent the internet
nor can you uninvent recording technology (the real driving force for independent artists).
As soon as recording became cheap it opened the doors to lots of people.
The internet is not comparable to any of your filters. That's like comparing airwaves to radio.
On the internet there are WEBSITES which can and often do act as filters so to speak.
You need filters to kick the crap out! Yeah like Bahai Men, Cuban Boys and 90% of your releases?
Loved by many, hated by even more. If you had your way, you would not have a career. In any case
being your own label and publisher you bypassed 3 of your filters. So much for them.
Instead of filters, we need quality control and these are checks and balances that ensure the
best product comes out of ones label. We also need a simple level playing field and then watch
and see what records rise to the top.
You are confusing filters with promotional outlets and of course everyone has a definition of quality.
Ultimately he who has the dosh or access to those with the dosh will rise to the top. Ask yourself
how do movies succeed? Most of the quality control is within the company structure and a DIY artist
can have this by doing the following:
MARKET TESTING
1. Play the track to friends & family (most will love it or say nice things).
2. Ask them to join your mailing list. You will get a true reflection of how they value it.
3. Play it to music industry professionals such as tipsheet, ROTD, Popjustice. Add them on Twitter as there is no
point going to their websites anymore. With Twitter they have access to your music.
4. Put it on Youtube/Facebook/Twitter and use online promotion to solicit feedback.
5. Ask them to share it with their contacts. People with large friends are as good as sites like Tipsheet as it is
about the number of people they connect you with. Some are still hugely influential but we'll get to them later.
6. Have a release based on a campaign and mobilise all your friends. Fans are dead it's all about friends now.
7. Once you give the industry a bloody nose by getting into the charts (yes they still matter) using this approach
then you move to phase two.
1. Capitalise on the PR of getting into the charts off your own back and tell everyone how you did it yourself
with no label, no producer etc.
2. Advertise on radio and TV retelling the story and directing people to your Youtube page to join the revolution.
Go direct to the fans.
3. Do a tour (schools tour, retail tour, shopping centre tour, busking tour) anything that gets you in front of people
and oh yes have a film crew with you. A few photographers and watch people flock to you.
4. Send it to radio and TV. Be blaze about it though rather than beg. Remember they NEED you and not the other way round.
5. You can decide to ride the coat tails of the majors at this stage (Bieber) or tell them to get stuffed (Alex Day) but
whatever you do make sure you retain your web friends and never hand over your Facebook, Twitter, Youtube or domain name.
These are your gold bars. If you sign a deal with a major, use it as free advertising because you may or may not see any
money from them.
I defy anyone to try the above steps (with a great song and dare I say a hit potential song).
THIS IS THE NEW MODEL. You control your own marketing on your own terms but using simple and inexpensive tools and resources.
By the way advertising on radio and TV is only expensive if you blast it round the country all at once. You regionalise things
in the new model. It's about small repeatable steps to kick start things and then let others do it because they love you, not
because you are paying them to do so.
This approach is what Alex Day is using and what others who GET the new model are doing. To harp on about the days
when a select few decided what we all heard is pointless. Deregulation of the airwaves created the free for
all coupled with cheap recording technology. The internet is just another layer to the fragmentation of media but it offers
excellent opportunities as do all the other media. They are not to be ignored unless they ignore you which they will initially.
We've seen this all before with dance music. Clubs created chart hits then radio and major labels had to take notice.
The dance music industry grew out of chaos and then formed their own network and soon became like the dinosaurs they vowed
to replace. Sadly this is human nature as we never learn. The internet will not follow suit because it is just too big for
that to happen and eventually another mob will emerge that will become market leaders. |
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