February 1, 2010 The Flat Earth Conundrum
Here’s a Monday morning riddle for you…
Do you believe crowds of humans will ever (or do now) sway as much control over the rate and depth of media dissemination as the established media machine does now?
It’s easier than ever to make studio-quality songs and great looking videos.
You can easily distribute your music and creations worldwide.
Through promotion tools and strategies, you can continually increase the rate and depth in which your media spreads throughout the world.
However, just as there‘s always someone that’s stronger, faster, smarter or wealthier than any one of us, will there always be entities that can push media faster and deeper into the marketplace than ALL of us (humans) networked together?
My answer to the question above is: The media world is flattening, but it will be years before networks of humans can consistently push media and messages faster and deeper than most media entities can now. However, due to the shrinking fortunes of most media businesses, the gatekeepers that control mass-media exposure opportunities are looking for artists that are flat-earth savvy (capable of mitigating risk by excelling at self-promotion) and/or content that has flat-earth appeal (the potential to go viral).
It’s a conundrum. You currently can’t match their speed and depth (of dissemination) on your own, but they can no longer afford to feature you unless you can obtain speed and depth on your own.
Reader Comments (8)
I think there's been a small explosion of PR firms who can really level the playing field at an affordable rate for independent artists. Of course, that's another conundrum unto itself, because as those firms get over-saturated, over-exposed, and analyzed enough to be imitated, they'll get devalued rather quickly.
So yes, there's people who can help you. But no, I'm not gonna say who, exactly. Some gates are meant to be there.
Although it may not be possible to duplicate the results of the current media channels, it is possible to reach maybe enough people through pay as you go promotion options. The question is how many people do you need to reach when you are on the DIY track versus how many people you need to reach in the old industry model.
Tom Siegel
www.indieleap.com
Are you saying that the hierarchy levels will stay the same, the name of those at the top will change? I can understand that quite well.
Also this post kind of sounds similar to the one regarding mass promotion for a shared radio by bands/band members. As this would be a big group of people. I have brainstormed it a few times and there are some huge positives with it. If i could chuck you a layout including the interactivity would you be up for looking at that?
It appears as of this post that the social media and established media worlds still work in tandem. Today, a savvy artist can leverage the blogosphere to his or her advantage. Yet, the broadest success comes when a winning Internet campaign is picked up and expanded by the established media.
I think it quite possible to effectively utilize today's tools to "obtain speed and depth on your own", whereby not only will the major media gates fling open, but the gatekeepers will be pursueing YOU!
And yes, they are necessary - to generate national/international exposure. Doubtful that will ever change.
As mercilessly challenging as it is, never before have we had a chance like this...a golden opportunity, but at a high price.
We get to choose.
Today, a savvy artist can leverage the blogosphere to his or her advantage.
Leverage implies so much, though -- not least of which are "coordination" and "control." And, I really think that's beyond the grasp of a savvy artist. PR firms have constant, daily, ongoing relationships with their network of publications and blogs. That's substantially realer/stronger than ANY first/only impression a single artist gets to make.
I really think that effective leverage involves hiring effective players.
Martin - Not sure what you are asking? Post what you have on MTT Open. Would love to read it.
DG - I don't see it yet. A company like Clear Channel can consistently pound away at something. It would take a lot of money to match their speed, depth and repetition, and unfortunately unless there is a concrete plan to generate a return on promotion dollars spent... You get the picture...
I do think we will reach a point where (regarding music) where recommendation combined with tools like Twitter and Facebook will rival the ability of traditional mass media to achieve dissemination depth. However, when one considers how the Song Adoption Formula (probably) works - rate (speed) and repetition are most likely going to be different animals (than how it works with mass-media now) in the future.
Bruce, I agree that major media still rules (for making A-list acts, well, A-list), and actually believe you are more optimistic than me for that changing...for example, the thought of seeing a truly independent artist perform at or recieve a Grammy just seems farfetched - there is a very real reason for the term "gatekeeper", and while the industry will certainly change a lot over the next few years, unfortunately, I doubt that aspect will, not that much.
It seems there is a clear possible two-step track to the top now (when that is the goal), and I was only addressing the first step (but failed to make that clear - sorry!):
1. Utilize the plethora of DIY positioning tools available (online and off), to generate the critical mass to get the gatekeepers attention, then
2. (still) rely on major media promotion to get to the top.
My reference to step 1 being "mercilessly challenging", is to say that it will take a heroic effort to create great songs, brand the artist with memorable image, logo and credible value proposition, write a thorough business plan, develop desirable merch and package creative premium products, promote the whole thing through a killer website, social networking channels and blogosphere, perform hundreds of compelling live shows (absolutely vital) locally and regionally (at least), grow a significant street team, and more...
Plus, I agree with Justin that it will take PR expertise - and other professional service providers, working as a team (so not literally DIY).
Therefore, it seems certain a successful effort will require private seed capital (likely six figures)...but if done effectively could all lead to Step 2.
Mt Everest, perhaps, but Sir Edmund Hilary did it and many since (and of course, many tried unsuccessfully)...hence, no conundrum - again, a high price, but more possible now than ever before to get mass media attention and support.
So the path is the same, but the arsenal of tools has expanded, not to mention the potential of being in a MUCH stronger negotiating position when major media is eventually interested...