The Next Music Format Case-Study: Twisted Music

This contribution is by Bas Grasmayer (@Spartz), head of information strategy at Zvooq, the 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.

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Marketing Music Through Non-Linear Communication: The Ecosystem Of Fans, Artist & Label

This contribution is by Bas Grasmayer (@Spartz), head of online communication at official.fm, a d.i.y. platform for music creators and content owners. Be remarkable, be easy to discover, turn your fanbase into a party, connect, listen. Those were the final words of my article when I introduced my thesis’ main theory of the ecosystem of fans on hypebot back in March. Being a perfectionist, I’ve been waiting with the public release of my thesis until I felt that the layout matched the content. I teamed up with a wonderful designer called Ryan Van Etten, who built an amazing site for this thesis, which you can visit at http://basbasbas.com/thesis (and the entire thing is available in its entirety for free).

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