Major Record Labels Sorta, Maybe Embracing Direct-To-Fan Projects
from the but-it's-more-than-just-the-platform dept
While we definitely knock the major record labels for their legal strategy and occasional business blunders, in the last two years or so, there has actually been some recognition within the record labels that finally they need to focus on giving fans what they want, rather than just suing them and hoping that the old CD business model magically returns to its former highs. There have been hints and glimmers of hope from the major record labels -- though, even those inside the labels who seem to get it will quietly admit that it's sometimes a struggle to get some of this through to "the old guard."The question, though, is how much of this is real, and how much of it is the old guard putting on a show, picking up on a buzzword and insisting that this time, they've got it. A few years ago, all the talk was about "360 Deals" and how that would get the labels off of the CD revenue IV drip. But, many artists (smartly) balked, seeing such deals not as an industry adapting to change, but one looking to just get a larger piece of the pie -- and doing so without adding much value, and after decades of screwing over the artists. So that hasn't worked out so well for the most part.
It appears that the latest buzzword that the majors are picking up on is this concept of the "direct-to-fan" model. This is a bit of an offshoot of my own mantra of getting creators to connect with fans. And, for more independent artists, a number of platforms and companies have sprung up to help them more easily connect with fans, whether it's MySpace or BandCamp or TopSpin or TuneCore, or whoever else. And, of course, most of those companies also have relationships or deals with the major record labels, but it seems that the majors are realizing that they need to have a real "direct-to-fan" strategy themselves.
Just recently, we saw Warner Music sign a deal with Cisco to use Cisco's EOS platform for direct-to-fan efforts. And, more recently, Universal Music announced that it was working with Echospin to provide direct-to-fan offerings. I have no doubt that EMI and (probably way way way at the end of the line), Sony will get around to making similar announcements.
While I think it's a great thing that the labels are experimenting with smarter models that actually do focus on bringing the musicians closer to the fans and providing a much more compelling offering that goes beyond brochureware, I'm a bit skeptical that they'll really pull it off successfully in the short term. Direct-to-fan offerings is more than a platform. It's an actual business model and marketing strategy and it's unclear if the labels have actually figured that part out yet. Yes, they're adopting platforms and they're taking steps in the right direction -- so let's give them some credit. But until they really understand what fans want and how to better help musicians provide it, setting up a "direct-to-fan" platform won't make a big difference.
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Filed Under: direct to fan, major labels
Companies: universal music, warner music group
Reader Comments
Subscribe: RSS
View by: Time | Thread
They keep using that phrase
[ link to this | view in chronology ]
Last "2 years or so"?
[ link to this | view in chronology ]
Re: Last "2 years or so"?
Really? Five years ago, even the labels were admitting they had no clue what to do, and weren't even trying.
[ link to this | view in chronology ]
Re: Re: Last "2 years or so"?
oh oh .... pick me ( hand raised ) I know what to do ...
Problem is the record labels wont survive...
Big Ole (grim reaper) GRIN
[ link to this | view in chronology ]
Re: Re: Re: Last "2 years or so"?
See all my "nnn note/entry)"'s to understand where I am going with this.
[ link to this | view in chronology ]
I have a "direct to fan" project
Like joining the following phrases into lyrics ...
- "She has a body like an hour glass"
- "its ticking like a clock"
- "Time after time"
- "I am missing her"
- "etc"
- "etc"
Link the above to a chord builder that can be set to x to y notes.
272 note/entry) What I say above for the business plan
.... oh man I love this place great Ideas come from it.
[ link to this | view in chronology ]
Re: I have a "direct to fan" project
[ link to this | view in chronology ]
Re: Re: I have a "direct to fan" project
[ link to this | view in chronology ]
Re: Re: I have a "direct to fan" project
274) Treat all music as a commodity... Treat/create the site as an exchange where the true value of the music can be negotiated by the fans.
[ link to this | view in chronology ]
Re: I have a "direct to fan" project
From avril lavgine ....
- "Slipping down the slide"
- "It took me by surprise"
- "And that went out of bounds"
- "don't turn around"
- "I am sick and tired of your face"
- "Its just one of those things"
- "You'll have to get over it"
Randomly put these lines and any others from past songs and picture the image you are trying to present to others and its new form.
It works as "new" it works as "creative content"
hmmm ... I like the concept
[ link to this | view in chronology ]
Re: Re: I have a "direct to fan" project
good, bad, ugly, strange, etc, inserted as and option in the 1-n word lines as a programming option
[ link to this | view in chronology ]
Direct to Fan, from Fans
We'll all be watching. :)
--Peter
peter@tunecore.com
[ link to this | view in chronology ]
barcode labels
[ link to this | view in chronology ]
major record label
[ link to this | view in chronology ]