With EMI set to announce up to 2000 job cuts, and an industry analyist saying that HALF of all the jobs in the industry had gone since 2000, it's clearly time to look forward to the future.

The real problem with the digital revolution is that although virtually anyone can upload a track and make it available, sales, marketing and promotion are now even more important that in the past.

With labels having reduced income - and therefor less to spend on new projects - what do people think will happen?

All these internet-promo activities are fine, but most will never see any results as you won't spot the wood from the trees.

Will, for example, radio and TV be willing to promote new material, not being so "focused" on release date / label / marketing plans etc?

Could this lead to a resurgence of live performance (and selling of product mainly via gigs?)

Will majors be reduced to a "banking" facility whereby they never issue new stuff themselves but watch what happens and when something comes along, simply finance it to take it to the next level?

Other thoughts ?

I remember the late 70s Indie movement and TV shows like 'The Tube' which featured some unsigned talent, and good old John Peel who'd play anything he thought was cool. Channel 4's 'Mobile Act Unsigned' did help a few bands to be noticed, but todays Indie/Unsigned market is do massive that this was a very tiny drop in the ocean, with limited ripple effects.

We do need a mainstream TV show dedicated to unsigned acts, with different acts each week. Maybe chat show hosts/producers can be encouraged to dip deeper into the pot to find their featured bands for their shows.

I think that bands still need to send CDs and info to DJs, radio stations, etc. There must be life outside of the Web. I advised one band to give a free live performance where they could sell their CDs and give out flyers with the website details. It worked to a degree, but it's a long process. Music is so easily available today - and lots of it - that even the real good bands have to find that extra something to raise their heads above the throng.

Some try shock tactics, but the Sex Pistols got their first and exhausted that avenue in a very short time. I think today's world offers lots of potential but no guarantees - a bit like the old world but seemingly bigger.

I really don't think any mainstream TV show will be willing ... too dependent of ratings (and the "names" pull in the ratings). Best you can hope for is some late night slot on C4 or on one of those satellite channels that no one watches - which is hardly breakthough !

The only real point in being signed by a major is the "muscle" they brought to an act, but as the marketing spend it now being cut back dramatically this will probably only happen with acts that have already got an audience.

I've said this before and I will say it again. MONETISE YOUR MARKETING.

With a sharp contraction in income from the recording industry there will be a squeeze on ALL related costs. From studio budgets, sales, marketing etc. In the digital age sales & marketing spend needs to be less and this is the only way to survive. This could mean that radio becomes more important but until they get out of the 'What is marketing spend' mindset.

To survive, your marketing needs to be monetised and scaleable and this requires a new way of thinking and a new approach. You cannot have a high impact first single week with this approach unless you are a fanbase act which then guarantees you a lot of number ones. Westlife anyone ?

I think there are 2 approaches to take:

1. Community based artists. Your first job is to build a social community around your artist. Retaining the mystique of the artist while being somewhat accessible. It should start inwards and expand outwardly and the tools to do this are readily available right now. Myspace, Facebook, Bebo are good entry points but you must have your own website community around your artist or Label (if you are a JK type of act or dance music).

2. Use of free media is crucial but if you are not monetising your "internet singles" then you have no chance of building the capital to offset against poor sales. You cannot be spending endlessly for nothing and now you must think for every dollar you spend acquiring new fans you must make that dollar back before you think of selling them your music. Selling of music should now become an event for your fans and revolve around something special and unique. Of course get it out to iTunes et all and even physical 'on demand'. But your most important tool is iive interaction with your fans and direct selling using mobile phone paymemt.

Sales will continue to fall and then stabilise but if you have a community of fans then you can directly sell the physical in various forms.

Live performances should be at an absolute minimum when you are building your act instead focus on the web and mobile phone word of mouth campaigns. Your live gig then becomes an event people want to experience. If you play too many little gigs with 10 people here 100 people there it will cost you more than it is worth. Better to play one big gig of 500 than 10 gigs of 50. Not only that you will be pimped all over the place and have no mystique or wow factor. Gigs are great but at a certain point they aren't worth it at all.

Now how do you beat the crowd well it is all about knowledge and exposure and a different approach. If your aim is to conquer the world then your approach should be about replicating yourself organically and that can work only if you monetise your marketing because you won't go bankrupt in the process neither do you have to run to Uncle Major for help. If you do want to work with Uncle Major you can negotiate on an equal basis and get a better deal all round.

OK That's me done for today.

With millions using My Space etc - you will never rise above the rest ... at best it will be millions of acts "releasing" a record that sells just one copy !

The same argument can be said about playing gigs. Everyone is doing it now and it is a saturated market. Most bands only get their mates come and see them. My point is that if you look at these things: myspace, facebook, gigs as ends in themselves you won't get far. Also you don't use them in isolation and the thing with radio is that now labels are cutting down on marketing spend to the barest minimum the 'marketing spend' argument becomes less relevant.

But on a wider issue, what about advertising ? Your aim is to grow your community and you find the cheapest way to do this that works for you. I also said you need to build your own community and not live in Myspace's.

In The Know wrote:
I really don't think any mainstream TV show will be willing ... too dependent of ratings (and the "names" pull in the ratings). Best you can hope for is some late night slot on C4 or on one of those satellite channels that no one watches - which is hardly breakthough !


I disagree with that point. Millions tune in to shows like 'X Factor', 'When Will I Be Famous?' and 'Britain's Got Talent', which all feature unknown acts. Prior to these there were popular shows like 'New Faces' and 'Opportinity Knocks'. The key is to have a big name presenter and a prime time slot.

The opportunity is there. The viewers are there. The time is ripe. It just takes a little willingness and vision from the execs.

You know one thing that i really feel is missing from the talks about EMi with regard to their lose of earnings... which they mainly put down to illegal downloads.. Well i would like to throw into that pot... some really bad A&Ring on their part!!!! for too long the record industry has been political about it's favorite named writers as a pose to picking the best songs!! I suggest EMI and all the labels take a look into this and have strong talks within these departments!
The funny thing is... my point is easy to prove.. just take a look at Kylie's record and you'll see the same old names on most of the records..

The Cat wrote:


I disagree with that point. Millions tune in to shows like 'X Factor', 'When Will I Be Famous?' and 'Britain's Got Talent', which all feature unknown acts. Prior to these there were popular shows like 'New Faces' and 'Opportinity Knocks'. The key is to have a big name presenter and a prime time slot.

The opportunity is there. The viewers are there. The time is ripe. It just takes a little willingness and vision from the execs.

These are not "talent" shows - or music shows either - they are "freak" shows (which explains why the artistes tend to disappear after a few months).

Can you even remember the name of the first X Factor winner?

Steve Brookstein.

I also recall that 'New Faces' launched MUD's career, among others.

The main point is that these were shows featuring unknowns, and they attracted a large audience.

come on, it's the show they want. The emotive build ups, highs and let downs, stage managed silences and the tears of humiliation. They love it and could not give a flying f*ck if the acts disappered up their own bottoms. Live on TV.

The best thing about New Faces was Benny Hill's parody. I always wondered what Micky Most thought.