You're Reading :: Blogs :: Wesley Verhoeve :: Re-Imagining Our Product (Or Changing The Unchangeable)

Some Dutch folks just re-imagined books. This new format can be held up for reading with just one hand, useful while standing on the subway or reading in bed, and reduces the page-count of a book while maintaining readability. Brilliant. Check out a video demo, in Dutch, here.

When I see an age-old consumer product re-imagined, even improved, it fills me with inspiration on what we can still do in the music business. However entrenched our field might seem in failing traditional business models, I know this will change through clever innovation and we’re hard at work to help that process. The hardest part seems to be forgetting all that is considered ‘unchangeable’ in a field, like the fact that a book is ’suppose to be’ opened horizontally. If we are able to look at our industry with completely fresh eyes, unaware of or able to ignore our ‘unchangeables’, then we can truly start over unhampered by outdated traditions that hold our business back.

What are the ‘unchangeables’ for the music industry, as seen through Major Label eyes? A few ideas, you’ll see many are already changing as we speak on an indie level.

• Major labels must own masters in perpetuity and pay artists royalties. (Note: becoming less true already, see Drake.)
• Several months of lead time must pass from the moment an album is finished til it’s for sale. (Note: Jack White’s own indie label is challenging this already.
• Artists must release full-lengths, with singles released to promote the full-length. (Note: Casey Shea turned this model upside down this year.)
• An artist needs a record deal with a traditional label to become a professional. (Note: ha!)
• Distribution is king. Control the major chains, and you control purchasing behavior. (Note: This certainly was always the case in the past, and as fewer physical stores carry cds than ever, it slowly loses relevance.)
• Every release should have a physical component.
• Every release should be supported by a tour, marketing and pr campaign on a year long cycle.
• A Rolling Stone/Spin/Paste review is the main goal of the pr campaign.
• Carpet bombing for eye balls is the best strategy to get as many people as possible to buy the record.

Please add to this list in the comments. I’m sure there’s many more.

This entry was posted on Monday, September 21st, 2009 at 9:43 am and is filed under Wesley Verhoeve. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Add Your Comment