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One of the things that constantly amazes me about the discussions around the future of the music industry is how often it’s taken for granted that
- a) all musicians are trying to become celebrities and
- b) behaving ‘like a rock star’ is an acceptable reason for famous musicians not bothering to interact with fans.
I had a conversation the other day with a bloke who works in new media for a large independent label (I say ‘conversation’; he actually shouted at me at a party for 20 minutes, but I’m told he’s rather nice when he’s not drunk). While talking about musicians and social networking, he shot down the idea that musicians should be part of their own online strategy by basically saying that it’s ‘
too hard’ to get them to do it and they ‘
don’t understand it’.
The problem with this line of thought is that it’s predicated on a myth about musicians playing pop stars. It’s based on the notion that their unwillingness to provide the necessary online material to make their web presence worth having is excusable because hey, they’re a rock star, you can’t expect them to help out.
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