Yeah...What He Said

Chicago Tribune music critic Greg Kot recently released a book entitled Ripped: How the Wired Generation Revolutionized Music, in which he offers some keen insights into to the creation of the new digital music landscape.

In this recent interview with Time magazine, he perfectly articulates something that we here at Brandracket tell artists and labels all the time: people can't pay you if they don't know who you are. Here's the choice quote (I've done some bolding for emphasis):

"The biggest problem a band has is getting its music heard. For years, the music industry was confined to four multinational corporations that dominated the revenue stream of 70% of the music coming in, and four or five radio conglomerates that controlled what music was going out. Now all that has been broken up into millions and millions of little pieces and subcultures and niches that are serving small, really dedicated communities of music lovers. Listeners may not necessarily pay for that one song or the one album, but if they're intrigued enough, they're going to start following an artist or band. They show up at the gig or buy the merchandise or buy the next CD or the vinyl version of the MP3 they just downloaded. If you're a good band and making quality music, your fans are going to want every piece of what you put out. Once an audience is there, there are all sort of money-making opportunities."

It's simple kids: think of a free MP3 as a sample piece of chocolate fudge sitting on a confectionary counter. Give people a taste and they'll want more. Don't give them a taste and they'll never know how delicious you really are. Free (in moderation) does not equal giving away the farm. It equals awareness, which is the first step to cash in your pocket and food on your table. Learn it, love it, live it. ~ Tim