Musicians in a Search for New Marketing and Business Model
139 people read this post so far! Stumble it!
|
Remember back in 90’s we used to pay $15-20 for entire CD only because we liked a single song. We can make a whole list of one-hit wonders such as Blind Melon, Chumbawamba, or Sir Mix-A-Lot in our old CD collection. Today it is easier to go and buy this single song paying a dollar, add illegal downloads and it is become clear that it is harder for artists to compensate work and make any money in today’s broken music industry.
Radiohead lead singer: No more full-length albums. Singles only.
Artists like Radiohead came with a new concept “Pay as much as you want” for their 2007 independent release In Rainbows. Strange move of Radiohead created phenomenal buzz, generated sales, and helped album to succeed. Some critics are saying that it was the last nail for dying music industry but many people will agree that Radiohead collected as much as possible from those people who was going to get the album from illegal file sharing websites.
Recently Radiohead frontman Thom Yorke announced that band is not going to make any more full-lenght albums and produce only singles. Mr. Yorke explained that it takes to much time and efforts to create whole new album and at the same time, most people prefer not to buy whole albums anymore. New Radiohead move created another controversy and it is hard to decide if it is a good move and turning point for entire music industry.
The same move was already made by another popular band. In late 2008, The Smashing Pumpkins lead singer Billy Corgan said the group will make no more full-length albums and focus only on singles.
We could not agree that releasing one or two songs at a time by posting it on a website could create multiple viral campaigns and drive people directly to a band website to download new song. Strategy to sell only singles can hit piracy and illegal file sharing because for most people it would be affordable and easier to pay $1-2 for a song or single. In addition, by posting singles on a websites bands can engage visitors to connect through social media sites, sell tickets, posters, shirts, etc.
Some music bands already follow this practice without announcing it. Alternative band Pixies haven’t released any new records since successful reunion in 2004 but released several new songs through iTunes and official website. For veterans of alternative rock it seems like more than enough because it keeps band alive and gives them more time to work as solo artists as well.
