MESSAGE
| DATE | 2002-06-05 |
| FROM | Ron Guerin
|
| SUBJECT | Subject: [hangout] Can Webcasting be Saved?
|
"The strategy that I feel will work best is to give the music away for
free."
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From: I-Strategy
To: I-STRATEGY-at-LIST.ADVENTIVE.COM
Subject: I-Strategy Digest, Issue 173: Validity and Reliability
Date: 31 May 2002 01:15:00 -0800
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May 31, 2002 Digest #173
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// -- CONTINUING DISCUSSION -- //
== > TOPIC: CAN WEBCASTING BE SAVED?
From: Rob Frankel
Our Esteemed Moderator wrote:
>> The problem in the music industry is that these gatekeepers stand
between artists and their audiences, constantly stealing all the
money generated by the industry (making themselves wealthy and
providing no valuable service) and keeping the industry from
changing (and growing) in response to technology. <<
>> The question is what strategy would work best for both musicians
(or music authors) and the audience, and how can such a strategy be
implemented over the heads of the "big five" recording companies? <<
I just completed an article on this very topic that someone,
somewhere requested I write. The strategy that I feel will work best
is to give the music away for free.
That's right, free.
Music is the red herring. The bait. The stuff that sucks you into to
buy more. And guess where they should get sucked into? That's right:
Branded Communities that are pay to play in design.
Think it's too far a stretch? Don't. End users are used to getting
their music free. Before, they listened to the radio, taped songs
off the radio, taped their friends CD's, burned their own CD's. All
for free. They expect it. Give it to them.
Make the big money on content that CAN be controlled. Products and
serviced derived from those musicians' brands. That way, the end
users get the music they want, the promotion companies get the
dollar they need (probably more -- $2.95 a month is a lot more than
the $19.95 they get for one CD) and the gatekeeper is out of
business.
Rob Frankel, "Yes, I really do turn users into evangelists for your
brand." Big Time Branding (SM) http://www.RobFrankel.com
Comment? mailto:strategy-at-adventive.com
== > CAN WEBCASTING BE SAVED?
From: Debbie Ballard
Dear Ronnie,
If a musician is tied into a strict recording agreement, there
probably is not much legally he/she can do to negotiate anything
independently outside the confines of that agreement. However, let's
play out this scenario...is there an organization that exists
whereby musicians, particularly those NOT tied to any recording
contract, can gather together whereby the ones who want to retain
their own copyrights can, through member approval, have a royalty
payout based on the distribution channel?
Also, I could see something like this play out, perhaps, in
webcasting...each musician who participates would allow at least one
song royalty free for a certain period of time (to help get their
name out). Hopefully, this could serve to drive requests for to hear
more from that artist. At that time, other recordings would be added
for which he/she would receive royalties.
The key is in the equitable, on time, accurate payments to musicians
while making it cost effective to administrate the tracking and
payments to them. If the payments were made to a single organization
who, in turn, made the various payments to the musicians based on a
computer print out of the musician and royalties due supplied by the
webcaster, this could make things easier. The organization could
receive a small processing fee for doing this administration
(monthly fee from webcaster).
Having come from a musical background, I have always felt bad as far
as how many talented musicians are being locked out of the music
industry due to those few firms who control it. My firm is a leading
consulting firm in the network marketing/direct sales industry. Some
of our clients have hundred of thousands of distributors ("direct
sellers") marketing a wide variety of products directly to the
public.
I have been wondering when someone is going to come to us and say
"We have some great recordings by independent artists that we want
to get out into the marketplace. We want the musicians to be paid
fair royalties for their efforts. Can you help us capitalize on the
direct sales industry to get these recordings sold to the public
through their direct sellers?" Tying direct sales to webcasting
efforts could have phenomenal results if there were great recording
products positioned and priced properly.
There could be a great synergistic impact with hundreds of thousands
of direct sellers driving themselves and their customers to the
webcast sites and the webcasts facilitating the sales of the
recordings by the direct sellers.
Best wishes,
Debbi A. Ballard, President
International Network Liaison Corporation
Mesa, Arizona
Comment? mailto:strategy-at-adventive.com
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