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July 02, 2009
How the music industry can beat "free" (my recent post at PC World).
I think rights holders (artists or record companies) CAN beat free and eat free's lunch. They have a lot of things free doesn't have, mainly a connection to the artist, but also extensive catalogue, consistent file quality, and if done correctly, superior convenience.
But (boo-hoo) they'd have to actually give the music away (with minimal friction, ie, advertising, sign-up hassles, etc). Like they haven't been giving it away for years.
Who ever buys music that they haven't already heard? It's called radio, and the majors not only dominate it, they fall over themselves trying to give their songs away on it. In fact, they pay a lot of money to give their songs away on radio, truth be known.
So, in exchange for a valid e-mail addy or mobile number, listeners get music for free, instead of anonymously listening to it on the radio. Hmmm. How can I monetize millions of valid e-mail addresses and cell numbers? Beats the heck out of me!
OK, so now you've got grateful fans of your music. I guess you have a band site, right? Well, there's a door there, and you can't get in that door unless you buy a band subscription- or sponsorship, as I call it. What's inside the door?
I can't possibly imagine what sort of exclusive, time-sensitive content you could create for your fans! I can't imagine what sort of ticket discounts, early purchasing opportunities, live streams, t-shirts, yadda yadda yadda you could offer...
It's a bit like the monkey with its fist firmly clenched around the nuts in the jar. It can't pull its little paw out again, but it won't let go of those (song file) nuts!
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