New Music Format – what do you think?

by Mrs. Gunn

 

 

 

 

 

From Music Think Tank Blog:

http://www.musicthinktank.com/blog/the-next-music-format-case-study-twisted-music.html

 

This contribution is by Bas Grasmayer (@Spartz), head of information strategy at Zvooqthe leading music-streaming platform in Russia & CIS.

Recently music industry analyst Mark Mulligan presented his plea for a serious adoption of a new music format. He claims that most new business model ideas in the music business are retail innovations, but not format innovations. In short, he argues that the new music format should be Dynamic, Interactive, Social and Curated (DISC). For the full vision, check out his speech at midem 2012, or read his full 15-page ‘manifesto for the next generation of music products’.

In my thesis about marketing music through non-linear communication, I wrote a case-study about a record label called Twisted Music and their remarkable adoption of an excellent business mentality for the digital age.

Like the last time, I was pleasantly surprised when I, along with countless other fans who subscribed to their newsletter (many through download-vs-email tools), got an invitation to a product development survey. I wasn’t excited because I was invited to fill in yet another survey, but because it shows they’ve taken their biz saviness to the next level, exactly according to Mulligan’s DISC-formula:

Twisted Music is very excited to announce that we are designing a mobile phone and web based app that we hope will revolutionise the way Twisted fans explore their music and we want your advice to make it right. We told fans about this about a year ago, and since then it’s snowballed into a monster app but its now ready for coding.

Below is a list of the Twisted apps key features:

– Unlimited access to the entire Twisted library of music… past, present and future. Stream tracks to your phone and store them in the app for free.

– Create playlists and share them as streamable Facebook/social media widgets.

– ALL new Twisted album releases, remixes etc pushed to your handset a month before release ( in 2012-13 this will include Shpongle 5 , Younger Brother , Prometheus and more), there will be a guarantee of four albums per year as well as loads of monthly extras.

– Subscriber only content pushed to your handset every month such as artist mixes, remixes and singles.

– View all artwork, including all pages of CD booklets as full HD scrollable images.

– Interact with other Twisted fans on a Twisted community world map – chat, share music, playlists and a find other fans realtime locations.

– All songs, albums, images and gigs can be commented on.

– See all gigs past, present and future on the Twisted world map:

Past gigs: show Twisted official footage of individual gigs as well as fan uploaded video of individual shows. 

Present gigs: shows a live stream of any Twisted artist performing right now. 

Future gigs: gives you details of an upcoming show and lets you make an in-app purchase of a ticket at a subscriber rate.

– Receive live mixes of Twisted artist gigs pushed to you handset the day after the show.

 – Create your own bespoke T-shirts, posters etc from any imagery within the app.”

Through the survey they poll whether people are interested in the features, if they’re prepared to pay about $3.50 per month, what type of phone they own and whether they have a credit card or PayPal.

It’s a terrific example of smart product development and bringing out the inner-‘selfish consumer’ in fans. That means: giving them something so great, that they will spend money on it for themselves; as opposed to selling what you want them to buy (and treating your creativity like a charity by getting fans to buy your music merely “to support their favourite band” – a much weaker sales proposition). I’m not saying people won’t buy music to support the bands they like, but it’s much more powerful to develop and sell something that even the most selfish person in the world would buy. It’s a stronger offer and the fans that would buy your music anyway will love you for offering such a cool product or service (note: giving people a great reason to buy is also way of connecting with fans).

So what is great about this App model:

  • Connection: by creating this kind of walled garden, you create a great opportunity for yourself as an artist or label to connect to your most hardcore fans. Not only that; you connect fans with each other. Which is one of the most important steps in building a movement which can become an ecosystem to sustain your business and creativity.
  • Lock-in & steady monthly revenue: by providing fans features like these through a subscription-model, you’ll be guaranteed a certain amount of monthly income which depends more on the overall quality of features & releases than the (hard-to-predict) hype around any one particular release as would be the case in a sales-model. If your features and content live up to users’ expectations, the mental effort to unsubscribe will be higher than to stay subscribed… Besides that, unsubscribing means waiving your access to all of the content, so that creates a kind of lock-in effect, similar to a lot of digital subscriptions. It’s a little like canceling your subscription to a print magazine and losing access to all previously received magazine editions immediately.
  • The package is the product: in my thesis I argued that music itself is not a product and I recently wrote a detailed post underlining that (similar to Jeff Macdougall’s rant on Hypebot a year ago). People pay for the content indirectly, by making a direct payment for its package: a CD, MP3, subscription service, ticket to a live experience etc. This kind of app with these features is an amazing package for most fans, especially for the hardcore ones. Due to them being the most hardcore ones, I’m also skeptical that this app would lead to (*incoming buzzword alert*) ‘sales cannibalization’. If executed properly, the increased connection would actually lead to more sales of physical as well as digital.

Remember! One size does not fit all!

Different hats for different people. This specific model will not work for all labels or artists. What makes this work for Twisted Music is that they’re trend-setters within a specific niche of related genres. The fanbases of the different artists on their label often have a huge overlap, sometimes as much as 90%, I reckon. They have spent many years competing for attention, with success, and they’ve turned that attention into connection; artist-to-fan-to-artist, but also fan-to-fan. So if you, as a label or artist, want to start applying these amazing business models, follow these steps: be remarkable, be easy to discover, turn your fanbase into a party, connect, listen closely for opportunities.

Bas Grasmayer (@Spartz) is a music biz 2.0 consultant and currently works as Head of Information Strategy at Zvooq, the leading music-streaming platform in Russia & CIS. Be sure to check out his speech from midem 2012’s Visionary Monday titled An Interconnected Ecosystem of Fans.

 
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Christylez Bacon

by Mrs. Gunn

Christylez Bacon Video here

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Case Study: Jon Gomm

by Mrs. Gunn

Got famous when Stephen Fry tweeted “wow” with a link to his video. 

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Ultimate Music Search Tool

by Mrs. Gunn

Music Smasher

This is really cool.

http://www.mattmontag.com/smasher/

You can search Rdio, Spotify, Grooveshark, Spotify, Mog, and Bandcamp all at once.

from Hypebot: http://www.hypebot.com/hypebot/2012/02/music-smasher-search-grooveshark-mog-rdio-spotify-and-more-simultaneously.html?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_campaign=0&utm_content=395530

 

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How to become a producer

by Mrs. Gunn

Reblogged from The Music Think Tank at:

http://www.musicthinktank.com/blog/three-steps-on-how-to-become-a-record-producer.html?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=395530&utm_campaign=0

This article was written by: Emerson Maningo, of http://www.audiorecording.me/

Three Steps to Becoming a Music Producer

A common misconception of a record producer is someone who has the money to finance expensive recording projects. While some producers are really the one that finances the project, this is only the tip of an iceberg in knowing the detailed job of the record producer. If you like to become a producer, the three steps outlined below is a big help. Let’s get started.

Step1.) Become a music expert of a specific genre

Producers are classified according to their expert genre. You decide which genre you like to become an expert with. For example, if you are already a rock musician and plan to handle a producer role; then you would most likely select rock music since you have extensive background how rock recordings should sound and how it should be performed or recorded.

Or if you are not an artist; then select your most favourite genre. For example, you have a lot of country recordings in your playlists and you always listen to country music. You can easily become a country music producer because of your background in that genre.

As an expert, you should be able to examine how professional recordings in your genre would sound. You should be able to know which musical instruments are commonly used, the effects level on their instruments (e.g. you know that distortion effect level in country music is not the same as used in punk , alternative or even metal genre); the vocal styles, drum sound, etc.

Step2.) Know what sounds good to your ears and transform ordinary song to become “hits”.

A producer is someone that when presented with a very rough demo or even a cassette recording of the song (from the songwriter); can think of the best ways how to transform that song to become a marketable hit. The producer should have the “vision” of how this ordinary song would sound like when professionally recorded. In the producer’s head, there is already a plan on how the song would be arranged, what type of instrumentations is required, how the guitar solo would be done, how the vocals should be performed, etc.

You should think of this in advance, before going to the recording studio. Thus the second requirement is that you have the talent to determine the hit song potential of a certain song. This is very important so that you won’t be wasting time producing songs that really don’t sell. Producers are hired because of this expertise. Some singer/songwriters or recording labels are seeking help from producers to help them think what could be the best songs to be included in the album project.

Producers would then review the demo songs presented by the artist and then advice a strategy on how those songs would be recorded and produced. As a producer, you would examine the song in detail. And even suggest rewriting the songs if you find some weak portions on them. In many cases, some producers can even co-write with the main songwriter and get song writing credits out of this collaboration.

Step3.) Knows how to assemble and handle a music production team

A producer is not alone in the production of a hit single or an album project. As a producer, you should know the vital team members in the project and act as an overall project manager. You oversee the performance of your team and you push them to give out their best performances. Below are the most important team members of a producer:

a.) The songwriter or music publisher– producer communicates with the songwriter often for new projects and for song writing collaboration. The objective is to make the song as commercially feasible as possible for release.

b.) The artist – the producer needs to coach and communicate the artist and motivate them to perform at their best in the recording studio.

c.) Recording engineers – sometimes the recording producer is not an expert technical engineer inside the recording studio. And you are not required to have this expertise. It is why producers sought help with an expert recording engineer to help you record the tracks for the project.

For example say a producer is looking for a specific drum sound to be attained during the recording of drums; the producer should then contact a recording engineer and ask to record those drums in the studio to produce the desired sound.

Or if a producer is looking for a specific sound to get out of the acoustic guitar; the recording engineer can suggest a number of ways on how to record the guitar to get that desired sound. The producer should always have the last words whether to accept or reject the take in the studio.

d.) Mixing engineer– after all recordings are made in the studio, the tracks would now be mixed. Again a producer did not need to have these skills; instead a mixing engineer would be hired. The producer has the ideas what the mix should sound like. The mixing engineer would then transform this idea to actual mixing settings to sculpt to the desired sound.

e.) Mastering engineer– A mix is not yet ready for professional release. A producer wants the mix to be professionally mastered so that it would compete with the released songs in the market which are both loud and big.

How to Get started? First, find an artist that you want to produce. Help the artist create some professionally sounding records by having the artist songs recorded in the studio. Research who will be the engineers that would like to become part of the project. And then start executing the project based on the above steps.

About the Author:

Emerson Maningo is a record producer and music publisher of independent music specializing in country and rock music. He is also writes tips and tutorials on music production/music publishing published in his blog: Audio Recording.

Reader Comments (3)

ridiculous article… u can not just become one… u have to be born w a natural talent… there is no formula to be a record producer..

February 15 | Unregistered Commenteranonymous

Wow! So all it takes to become a country music “expert” is to have some country songs in iTunes??? You make it sound so easy!

I agree with the anonymous comment in that a “formula” won’t guarantee success as a record producer. I believe in order to be successful, you have to have an “ear” for music, and most of the time, that “ear” cannot be taught. You either have “it” or you don’t. Also, the best candidates for record producers are those that have a passion for MUSIC, in general. Yes, they could have a favorite genre…but just because they have some country songs in an iPod does mean that’s where they are guaranteed to become a pro.

There are some good points in the article. But the duties of a MANAGER might be a better fit.

February 15 | Unregistered CommenterEdgar Allen Floe®

I think I got the author’s idea. Sometimes being a producer is about gathering the right people to each step. In this case an executive producer. It may sound simplist to professionals but it is very clarifying to beginners.

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