I think it’s fair to say that it’s impossible to deny the innovation currently being seen within the music industry. With the rise of the digital lifestyle, and with it a new generation of music consumers, every music business should be thinking about new and different ways of making, distributing and promoting music to the masses…or so you would’ve thought.
I don’t want to take away from the great work being done by many in the music, media and marketing industries…a select few, forward thinking employees and entrepreneurs are making huge strides to recognise the changes and adjust accordingly however, this is definitely not the norm and more often then not, it’s simply the addition of a ‘digital’ tab to a company website.
I’ve been party to one particular instance in recent weeks that makes me, not only extremely pissed off, but also seriously question the hands that the UK Music industry’s currently in.
I had a meeting with an extremely well known, ‘traditional’ music industry body (to remain nameless) about a music project we’re currently working on with one of our clients. After much discussion, one of the gentlemen leading the meeting began talking to us about another initiative his company were running out in 2011, the premise of which was to reward young people with incentives (gig tickets etc.) to buy music online, instead of illegally downloading it.
As he continued to lay out this carefully ‘thought’ out plan, with its ridiculously large budget, I began thinking WHEN WILL THESE GUYS UNDERSTAND!!!! Instead of wasting time, money and resource trying to fight natural changes to the industry, why can’t the majority of the ‘traditional’ music industry FINALLY accept these changes are happening, whether they are on board or not.
Why not use some of that money and resource to try and figure out ways round the problem, how to monetise other areas of music or figure out how to ensure artists benefit even if the music is shared for free.
These changes are happening – they’ve already happened – and it’s simply remarkable that STILL, the majority of the industry cannot bring themselves to accept this…
For them, it’s still just a simple matter of adding ‘digital’ to their business card. (sigh)
GC
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