Rec-Ignition

The Revolution will not be Televised

The internet is the perfect medium for specialist music (e.g. World and Jazz) in so many respects- transcending regions and traditional distribution channels it offers a truly global marketplace which, paradoxically, still allows interaction with consumers as individuals at an unprecedented level of intimacy helping to overcome the tyranny of under-exposure that has blighted specialist music sales. It offers an unrivalled spectrum of media and level of interactivity making it the most powerful sales tool ever available. It can provide detailed information about consumers and their habits in real time allowing comprehensive assessment of, and consequently responsive, marketing strategies. And this is just the tip of the iceberg, new possibilities are unfolding daily…this revolution won’t be televised (well it may be, but it’ll be old news for the web community by then)!

Mine is Longer than Yours (The ‘Long Tail’)

Good news, specialist music belongs to the so called ‘Long Tail’, an economic phenomenon precipitated by the internet which is set to transform sales of niche products across all markets. Specialist music is particularly well positioned to gain from the shift away from a ‘hit driven’ market.

Two of the companies best exploiting the ‘Long Tail’- Amazon and iTunes- are increasingly becoming the most important retailers for specialist music sales (1 in 3 music purchases are now made via the internet with this figure set to rise to 2 in 3 by 2012). With unlimited shelf space and shelf-life and global access for buyers, an excellent release stands to sell not just in the immediate post-release period, but indefinitely.

Most independent labels are now perfectly aware of the impact of the web on the way their music is distributed and sold. However, far fewer are taking the equally important step tailoring their marketing and PR to effectively serve these outlets.

First Stop, Last Stop

Nowadays for enthusiasts, researchers, and increasingly buyers, the internet is not just their first stop for finding information but their only stop. Whenever a potential customer sees your product’s publicity (offline or online) their next stop is a search engine, website, blog, or forum to seek out more information. The internet offers so many ways for users to interact and absorb content that users need not to go anywhere else- why would you when you can listen, watch, read, comment, discuss and buy without leaving your computer?

This obviously makes the internet a fantastic sales tool. However, users do not turn to the internet looking for advertising but content. In fact, advertising online is treated perhaps with even more skepticism than offline. Applying the same marketing techniques (interrupting and force feeding) you would in a conventional marketing environment is likely to prove ineffective and, at worst, counterproductive.

In this environment it is essential that you and your product are searchable online and that the vast potential for marketing on the web is appropriately tapped with a suitable strategy.

Content is King

The internet offers a variety of tools to help users discover and explore your music. Most labels remember the positive impact on sales an in-store listening post used to have. However, the internet can offer not just a personal listening post in millions of homes (offices, trains, mountains… anywhere the myriad web enabled devices can reach), but can incorporate this with an archive of information, video files, slide shows etc. The breadth of promotional tools allows individuals to connect and interact with your music in the most suitable way for them. It also allows repeated interaction from a single user as they explore various mediums, both of which help increase the depth of message penetration.

One of the most important characteristics of independent music, that gives it a special advantage on the net, is the high standard and specialist nature of releases- the internet tends to seek out and reward quality content. If, in addition to great music you can offer interesting articles, footage, pictures etc related to the release you can increase the quantity of your content. Our Fansites support the notion of ‘content is king’- the more interesting and relevant content contained on a fansite the more time visitors spend exploring.

Time committed to your music and the deeper understanding gained from content translates directly into ‘stickiness’ as like-minded listeners congregate around this content learning about your music and browsers become buyers. Your content is now your online media room and sales tool.

Most independent labels now focus considerable energy ensuring their releases are available through online channels. However, far fewer are taking the equally important step tailoring their marketing and PR to effectively serve these outlets.

Find Out how Rec-Ignition can help you take this step here…