Adapt... or Don't.
by Christopher Knab - Fourfront
Media & Music - August 2011
Back to Music
The way the music is going is the way the world is going.
Things that use to work, donít work that way anymore.
So, what is one to do in that situation?
If you canít, you have two options:
1) Quit while youíre ahead
2) Keep on doing what doesnít work
Sound too ominous?
Not really. Let me explain.
is what life is all about. Think about it.
We may want things to remain
the same in a relationship but they donít. A job weíve had for years
requires us to get re-trained or risk being laid off or fired.
life gets in the way of our plans, and we have two optionsÖ change
things, or pretend everything is just fine and face the consequences.
Well, life in the music business is no different.
changes that have been going on for the last decade or so, present a
similar situation for any musician or band.
Change, adapt, or not.
changes have been the most common trend in our business. Think of it: a
decade ago there was no Twitter or Facebook, or MySpace. Social
networking was an email event, or at best a discussion group.
economy has changed dramatically too. Unemployment and the housing
market have brought challenges to everyone. And that means your fans
have been affected by these and other social changes.
What are you going to do about it?
Face the fact that your fans are, like the rest of us, are trying to deal with technology and economic issues just like we are.
So, we have to adapt to these changes, as uncomfortable as that may be, or NOT.
is your decision? Are you going to adapt to as many new technology
tools as you can and learn how to communicate with your fans in newer
and more efficient ways, or are you going to remain stubborn, set in
your ways, refusing to adapt to these new technology tools?
the same goes for our economic problems. If indeed the economy is
affecting all of us, and that means your fans too, what can you do to
get their business, their money, when times are tough and fans of music
have SO many other musical choices to choose from?
Are you going to give them some Ďspecial dealsí, or reward them with free songs, or tickets to your live shows, or contests?
What can you think of to attract your fans to support you MORE?
still have that other choiceÖ do nothing. Just deny reality and pretend
that nothing is different today in artist/fan relationships, and that
the old analog technology you relied on in the past is just fine.
Yeah, do that. Thatís a real smart idea. Donít change, just deny as best you can.
Christopher Knab is an independent music business consultant based in Seattle, Washington. He
is available for private consultations on promoting and marketing independent music, and can be reached by email at: email@example.com
Chris Knab's new book, 'Music Is Your Business'
is available NOW from the Music Biz Academy bookstore.
Visit the FourFront Media and
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