Attention Music Lovers!

The Music Business is changing; there is no longer a Mainstream in terms of what is hip? And what is out? Thanks to the web and broadband access the playing field has been levelled, it is no longer a question of resources but more a question of creativity and raw talent. So why is the web not brimming with amazing music?

The playing field has changed but folks are still trying to play by the old rules. The original rules were those of Supply & Demand. Demand was set by the Audience and supply was met by the Providers. Due to the narrow channel of the Mainstream the potential Audience would fall into one of three camps 1) Satisfied 2) Dissatisfied 3) Go along to get along. The latter being what I call Sheep, those that like something because it is popular or dislike something because it is unpopular. Q. What’s the first rule of cabaret? A. Give them what they want! By these rules all the power resides with the Audience. The Providers danced to the tune called.

The second evolution of the rules is that of Dictate & Supply. As more and more choice of music started to emerge the potential Audience fractured into many separate camps threatening the Mainstream. Fortunately for the Providers the Sheep where still strong with the force and as long as they could snare the cultural leaders the Sheep would follow. This has lead to the current rule set that places the power with the Providers. Through media, advertising and so called popular culture we have been told what it cool, hip and in, we are fed it 24/7 through billboards, TV, radio and now the Web. The cultural cost has been high; quality acts that needs to be nurtured, yet have longevity are canned in favour of disposable pulp culture that is cheap to deliver, makes a fast return and fades quickly. Now the question is are we in the Music Business or the Business of Music? It is time to make a choice and decide why you got into this industry in the first place. This is not an either or choice, both of these scenarios can co-exist. The reason I ask is that for the first time in history we have a chance to do things differently. The web has changed the landscape of commerce irrevocably; it has reduced the Mainstream to a trickle creating a new opportunity in The Long Tail.

In just the same way the Amazon revolutionised the sale of books there is now an opening for the same to be done with the music industry. We have entered the age of Demand & Supply which means that we are now uniquely placed to serve up quality content and create our own Audience for it. There is an almost infinite array of channels flowing both up and down stream, we can talk to them and they to us. The traditional music industry model is failing because it was designed to operate through the singular, one way, Mainstream. The old rules no longer apply and new ones must be drawn up. The industry giants have become too big to play in the game, only the small and nimble will be able to pick up and run with these ideas. In the early stages the rewards will not be as glamorous or lucrative enough to support a Sony or a BMG but they will provide for an SME that over time could become a world beating brand.

The key to success in the 21^st Century is at long last going to be focused on quality, quality content, quality production, quality performances. Do you do what you claim? If not you will fail, why? Because “your” Audience will hold you to your word. The music business will become a collaboration between the willing Audience hungry for quality and an enthused Provider in love with their product. It will become a relationship, a fruitful and successful union and like all successful relationships it will be built on trust. Now that may take a while to develop but just imagine what we could achieve when we get there.