Bob Lefsetz wrote this amazing piece the other day and I quote parts of it below:
"Radio's over. The model is done. Unless iPods start coming with
commercials and every Internet radio station has to have twenty
minutes of ads, terrestrial radio is done. Oh, it will survive in a
fashion. As a place for news and talk. But for music it's history.
OH NO, you say. It's in all those cars!
Of course radio counts today. But if you're thinking about today, you're just as dumb as the major labels. Because
really, it's what's gonna happen TOMORROW!
Look at major label release schedules. It's not like the seventies
anymore. If something doesn't have hit potential, it doesn't come out.
Furthermore, that which DOES come out is tweaked endlessly, making it
palatable for sporting events and fashion shows, but it lacks that one
essential ingredient of TRUE hit music...it doesn't touch your soul.
It's all about the bottom line. And the only way to make quick bucks
is to overexpose, pay for play EVERYWHERE! (Yeah, like the Spitzer
settlement is really going to stop this, the money/game will just be
refashioned.) Major labels release records like movies. They're
pre-sold with campaigns, and you know in most cases in a week,
certainly a month, if they have legs. And most don't. Because, like I
just stated, they're just not real.
So, you've got majors fighting over an ever-dwindling marketplace.
And the lack of success they're having is blamed on the consumer, who
has tuned out their game, isn't listening to terrestrial radio, thinks
MTV is a joke, thinks even "Rolling Stone" is a joke.
The problem with the above paradigm, the major label paradigm, is
breaking acts. It's just too damn expensive. The lawyers have to get
paid, so they demand huge contracts. The records and videos have to be
remade to perfection, in order to compete. It's like a supermodel
competition. It's just that there are no slots for new acts. Oh, all
the outlets say they want stars, but the only way to make an instant
star is to overhype the act, which kills it.
So, in order to have success, in order to survive the ultimate
disaster, you've got to play by different rules. You've got to give
the music away.
We've established it's about breaking acts. We've established it's
expensive to do so in the major label way, and the acts end up being
laughable bland pussies. So how are YOU gonna compete?
By making the record cheaply.
That's how Dell succeeded. Drive down the price of parts, lower the
cost to the consumer, reap market share and sales.
The records can't even cost $100,000.00. I'd say $50,000.00 must be
the limit. A record at this cost sounds just about as good as the
major label turkeys, and the audience doesn't hear the difference,
they're just looking for something that RESONATES.
And it's the audience that's going to help you out, gonna break your
band.
In the not too distant future, file-trading will be legal. People
will pay to trade, and they won't get sued for doing so. This is going
to be the major labels' savior. When they can reach more people at a
lower aliquot cost per track. You've got to beat them to the punch.
You've got to get your music in the system NOW!
How do you get your music in the system?
By giving away MP3s on your Website.
Every band should give away its whole album on its Website.
I KNOW, sounds RIDICULOUS!
But there are a couple of realities.
One, some people...don't know you're giving the songs
away, they buy the CD anyway.
Two, people who download the files often buy the CD. Doesn't make
sense, I know. And it won't happen forever, the CD's days are
numbered. But, they want better sound, they want the photos and
lyrics, and they want a piece of what they believe in.
You can't believe in a file. You need something TANGIBLE! That you
can HOLD ON TO! Like a T-SHIRT!
THAT'S what the CD is now, a t-shirt.
Oh, let's say you lose some sales. To people who only need the file.
But now, your audience is MUCH LARGER, and ultimately you sell more
CDs.
It's economic reality. The more people who hear something, the more
you sell.
And you can't hear good new music on terrestrial radio. So, people go
to the Web and discover things, which they then tell OTHERS about!
Doesn't matter where you hear it first, where you get wind of
something. I mean you must seed the system somehow. You've got some
reasonable print, Websites like pitchforkmedia.com, satellite radio,
Internet radio... ALL of these outlets take a chance. Get somebody to
say SOMETHING good about your record or better yet, PLAY IT! If it's
good, people will research it. They'll Google the act. And then
they'll download the files from the Website. And become fans. And one
thing about fans, they spread the word.
Let's look at the way it is now. It's almost impossible to hear good
new music. But, when you do, you go to the band's Website, where AT
BEST, you can stream some songs. You MIGHT tell friends to go to the
Website, but streaming is ultimately unsatisfying, you want to possess
the tracks, you want to put them on your iPod, you want to e-mail them
to your friends. But, you CAN'T DO THIS if the tracks aren't THERE!
You hit a dead end. It's like being back in the sixties. You have to
tune into XM to hear the same song again, and that could be
MONTHS! Oh, you load your P2P software, but the files have to start
somewhere, if the band is obscure, the songs usually AREN'T THERE!
But if the songs are free on the Website, then they end up in your
iTunes library, then they're shared when you load your P2P software,
then people peek into your hard drive after finding you've got similar
tastes and they take the tracks of this band they've HEARD OF, but
have never actually heard.
The major labels could employ this technique. They should actually.
But it doesn't square with their philosophy... Come into the
light, give the tracks away RIGHT UP FRONT, on the WEBSITE!
...
The guys in charge have never used P2P, never surfed the Web for
hours, they dictate it must be the way it's always been. Middle
management loves its salaries and the bottom level workers, the young
'uns who are conversant with reality? They either drink the kool-aid
to maintain their jobs, or get fired or quit. I mean who can work at
such a... PLACE??
...This isn't about giving away
music, this is about breaking bands. People have to be exposed to the
music SOMEHOW! If you don't seed the system, HOW WILL THEY?
SoundScan new bands. If radio doesn't go on them, they can sell under
1,000 records. After all that investment.
Please. Every one of you new and developing acts. Whether you're
selling on CDBaby or are signed to a major. Give your music away.
It'll give you a leg up on the competition. It will allow people to
spread the word. It will build your act.
And one thing we know about successful acts, fans will give them ALL
their money.
You can find out more about Bob Lefsetz by searching for him on the web. Let me know what you think about what he has to say...I think he makes alot of sense, don't you? I mean, I doubt many DIY'ers can afford to actually GIVE away their music, but I think the research is there to back up the idea...the more you give away the better your chances are of increasing your fan base, which will allow you to tour more and thus get closer to that ever elusive career in music. Anyway, I thought I'd share his thoughts with you...he's a fascinating and often controversial man...