Music online
The landscape is changing much to the chagrin of record executives everywhere. In a time of Record companies suing everyone and their mother this is a the way the landscape is moving. The companies are losing there grip on the industry fast. Record companies used to be the only way to distribute music. Of course bands still want to get signed to a record deal so the PR machines of these companies can go to work. BUT the landscape is changing fast. Last Saturday I got an email message that Matthew Ebel was having a Ustream concert. Matthew released his last album via the internet, Virtual Hot Wings and I bought it. He charged 20 dollars I think. You get the music plus the several other things like ring tones and cover art etc. I saw it first in Second Life as a coke machine with Virtual Wings branding etc. I clicked on the machine and It took me to a website where I could listen and buy the album. So this time I went to the Ustream concert and there was Matthew singing in his apartment. Plus around 20 people in the chat room chatting away requesting songs etc. It was really fun and I enjoyed the concert from my couch. All the fans are his hardcore ones which is energizing. I also could chat with Matthew directly.
So here is Radiohead a band with a massive following doing the same sort of thing. Yet they took it a step further. Like Matthew they require no record company but unlike Matthew they told their audience “pay what ever you want” So the album “In Rainbows”, customers set their own price and so far has sold 1.2 million downloads and is getting an average of $8 each.
Not too shabby. 
“Radiohead’s contract with EMI/Capitol expired after its last record, Hail to the Thief, was released in 2003; shortly before the band started writing new songs, singer Thom Yorke told TIME, “I like the people at our record company, but the time is at hand when you have to ask why anyone needs one. And, yes, it probably would give us some perverse pleasure to say ‘Fuck you’ to this decaying business model.”
source
So why go to all the bother? One thing obviously for money. I think Matthew Ebel is unsigned by a record company so he is at he other side of the spectrum then Radiohead with their huge audience. But the great thing is to build raving fans. One thing that keeps popping up is the bitrate of the Radiohead album is too low. Yet Radiohead has the email addresses of the all the folks buying the album. How hard would it be to send it out a newer version of the same album. how expensive would that be? Ummm practically nada. Plus they can have a conversation with their audience directly. They also have a newsletter which opens up possibilities for selling concert t-shirts, and all sorts of fan shwag.
Build Raving Fans
How do we stop folks from sharing the music with your friends. You don’t! Wouldn’t you be more inclined to tell your friends to go to the site and pay a few bucks to download the album instead of stealing the music if you can mkae your own price? Radiohead understands this and is making it easy. Trusting the fans. You cant really stop them from stealing but obviously this system is working. The landscape is now to trust your fans and don’t sue them. In the words of marketers everywhere and Natalie Merchant from 10,000 Maniacs -give them what they want. Don’t be like a record company dictating in ways that aren’t going to work anymore.
Build up rabid fans like this guys amazing work which contains over one million key frames to the song Creep. Check out Low Morale for the complete series.
Remarkable stuff. What are you going to do thats remarkable today?
