The “Indie”
model for both labels and artists has recently been touted as the saving grace
of the music industry from multiple perspectives. While independent labels are
great for giving more and more bands the chance to have their records released,
the labels and artists aren’t hitting hard enough when it comes to bridging
exposure with listens and turning listens into sales.
Music fans
are always hungry to hear new material whether or not they are actively seeking
it. While most seem to have settled on the strategy of telling listeners that
“dinner is ready”, what needs to start happening is that the labels, artists,
or whoever is handling PR needs to artfully place the food right on their
plate. This means imbedding YouTube videos and Spotify links wherever possible,
and linking them together and with social media. It also means optimizing the
presentation of the music. This means spending more time creating stellar
playlists that put the songs in the best context possible and really get people
excited about it. To return to the food analogy; even fans of asparagus are not
likely to order a big plate of it at a restaurant unless you put it next to a
steak.
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