Comments on: You Are Now The Marketer http://www.cornerthemarket.net/?p=706 the voice of TopRight Wed, 08 Sep 2010 02:25:55 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Francisco Ruiz http://www.cornerthemarket.net/?p=706&cpage=1#comment-1023 Francisco Ruiz Tue, 20 Oct 2009 23:55:55 +0000 http://cornerthemarket.net/?p=706#comment-1023 I agree with your points: we are certainly seeing the rise of new channels of distribution that are helping shift the power from the deliverers to the creators/users. I would also stress another point regarding the shift, which you touched on regarding the value chain, in that the economic structure is changing rapidly as well. For example, the live show and touring are becoming bigger drivers of the overall economics than the physical delivery of the content (whether it be CDs or downloads). Personally, I think the larger labels will have to find better ways to apply their scale and scope toward a more fragmented SKU mix, since each SKU (band) now has more ability to do it themselves (or with a smaller label). It should prove difficult for larger labels to rely on a handful of big acts to carry the bulk of the freight, just as the average user now probably listens to far more different and smaller bands (on their iPod playlist) than in the past. I agree with your points: we are certainly seeing the rise of new channels of distribution that are helping shift the power from the deliverers to the creators/users.
I would also stress another point regarding the shift, which you touched on regarding the value chain, in that the economic structure is changing rapidly as well. For example, the live show and touring are becoming bigger drivers of the overall economics than the physical delivery of the content (whether it be CDs or downloads).
Personally, I think the larger labels will have to find better ways to apply their scale and scope toward a more fragmented SKU mix, since each SKU (band) now has more ability to do it themselves (or with a smaller label). It should prove difficult for larger labels to rely on a handful of big acts to carry the bulk of the freight, just as the average user now probably listens to far more different and smaller bands (on their iPod playlist) than in the past.

]]> By: WildFire http://www.cornerthemarket.net/?p=706&cpage=1#comment-1022 WildFire Tue, 20 Oct 2009 22:31:57 +0000 http://cornerthemarket.net/?p=706#comment-1022 Aren't we just talking about creating new channels of distribution that don't have the same rules that generally keep new or unestablished or outside the mainstream labels/artists from participating? Once the end user or consumer gets used to this as a viable option, whether via promotion, access, or just a compatability or authentication of format, it will lend itself to direct to listener and consumer offerings. For the established bands, that represents a removal of a few steps of the value chain (and more of a slice of the profit pool). For smaller bands, it lends to a faster and more direct route downstream. Either way, the traditional economics of the industry and the traditional rules of participating change to put more power into the hands of the creators and the end users, and less in the hands of the content deliverers or channels. Another question is whether the larger labels will use their scale, scope, and resources to proliferate their SKU mix (in this case, offerings of other, less mainstream bands) to diversify their growth risk, or will they attempt to use newer forms of delivery for the same ol' mainstream offerings? Aren’t we just talking about creating new channels of distribution that don’t have the same rules that generally keep new or unestablished or outside the mainstream labels/artists from participating?

Once the end user or consumer gets used to this as a viable option, whether via promotion, access, or just a compatability or authentication of format, it will lend itself to direct to listener and consumer offerings. For the established bands, that represents a removal of a few steps of the value chain (and more of a slice of the profit pool). For smaller bands, it lends to a faster and more direct route downstream. Either way, the traditional economics of the industry and the traditional rules of participating change to put more power into the hands of the creators and the end users, and less in the hands of the content deliverers or channels.

Another question is whether the larger labels will use their scale, scope, and resources to proliferate their SKU mix (in this case, offerings of other, less mainstream bands) to diversify their growth risk, or will they attempt to use newer forms of delivery for the same ol’ mainstream offerings?

]]> By: Francisco Ruiz http://www.cornerthemarket.net/?p=706&cpage=1#comment-890 Francisco Ruiz Mon, 28 Sep 2009 15:57:37 +0000 http://cornerthemarket.net/?p=706#comment-890 Well, I'm not sure about the "social(ism) networking" angle, that might suggest one centralized marketer that markets everybody alike. The point is less about audience size, but rather that artists can reach their audience on their own terms. However, I do agree with your comment about an increase in 3rd party labels, which is pretty much what happened in recent years with the steady rise of indy labels. The key thought is this: the Web makes it possible for artists to avoid large labels and their controlling ways. They have an option to do it themselves, or with help from boutique labels that allow them room to create freely. By retaining control of their individuality and creativity - rather than adhering to some corporate exec's formula - that is how they will stand out. Well, I’m not sure about the “social(ism) networking” angle, that might suggest one centralized marketer that markets everybody alike. The point is less about audience size, but rather that artists can reach their audience on their own terms.
However, I do agree with your comment about an increase in 3rd party labels, which is pretty much what happened in recent years with the steady rise of indy labels.
The key thought is this: the Web makes it possible for artists to avoid large labels and their controlling ways. They have an option to do it themselves, or with help from boutique labels that allow them room to create freely. By retaining control of their individuality and creativity – rather than adhering to some corporate exec’s formula – that is how they will stand out.

]]> By: Joe http://www.cornerthemarket.net/?p=706&cpage=1#comment-843 Joe Thu, 24 Sep 2009 17:52:05 +0000 http://cornerthemarket.net/?p=706#comment-843 If what you are saying is true, then everyone should (theoretically) be moving toward the middle.. Fewer mega stars, but bigger audiences for small bands.. Social(ism) Networking… I can see several years in the future what you describe as becoming more commonplace actually spawning a resurgence in third party marketers (labels!) supporting independent acts. When everybody has the same format mastered, what do you to stand out? If what you are saying is true, then everyone should (theoretically) be moving toward the middle.. Fewer mega stars, but bigger audiences for small bands.. Social(ism) Networking…

I can see several years in the future what you describe as becoming more commonplace actually spawning a resurgence in third party marketers (labels!) supporting independent acts. When everybody has the same format mastered, what do you to stand out?

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