Music Lessons – Revised

January 12, 2008

Although I believe Seth Godin makes several arguably correct points and raises recurring issues which dominate the music industry today, from a marketing guru’s perspective, I found his post a rather drab. It repeated many facts that are already obvious to avid music enthusiasts and the media. But I did find some authentic evidence to support Music Lessons. Too bad Godin didn’t include more examples in his post, it would have made his points more concrete.

Rule 0 stated, “The new thing is never as good as the old thing…” and basically to watch out for the new. New music can be found out in the blogsphere, myspace profiles, SIRIUS radio, and through downloading programs, users just have to be open to finding the new music. Godin is certainly correct the public tends remain consistent in their music choices and refuse to accept the newly created music. But if new music wasn’t as good as old, then who are reading these sites ?

Rule 2’s Copy protection in a digital age is a pipe dream” . The most popular example of an artist altering the method of distributing their creation to the masses, is Radiohead distribution of In Rainbows. The alternative rock band from England, Radiohead, revealed that they were going to release their newest album online as digital media (physical album is also available for order) on December 31, 2007 (January 1st 2008 in North America). The difference was that customers could pay what they want for the product from $0.01 upwards. How Radiohead changed their method to deliver music to their fanbase has caused some controversy, but hopefully more artists will realize the opportunity this poses and will do the same in the future.

Rule 13 claimed, “Value is created when you go from many to few, and vice versa”. Now I do believe what iTunes is offering has sustainable value, but I can also find many of the songs I am looking by searching eblows, for free! I still have yet to find the Layer Cake soundtrack, Deadstar songs, or Honeychurch’s Makes Me Feel Better on iTunes. Oh well, there’s always amazon.ca.

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2 Responses to “Music Lessons – Revised”

  1. Thomas Says:

    It’s a little late but I thought I would comment on this post. I started reading over this blog entry by Godin with great expectations, but like Tasia said above this entry could have been much better, while I know he is not writing a paper, it is merely a blog entry, I just think the topic had more potential than was posted.
    My comments on his rules.
    Rule 0
    People are afraid of change, while most are not as bad as we use to be, people still need to learn to embrace change, and to make it a way of life. We must not have a closed mind with change, just because we see no problem with how things are today does not mean we should stop looking, if we keep a closed mind, we shall find ourselves left behind.

    Rule 1
    This is fairly straight forward, a firm for example must constantly evolve to remain competitive, since people’s values and preferences change every day, so to must the producers that rely on them change. So just because facebook or ebay is popular today, does not mean they can remain unchanged and be popular in the future. It actual fact you can almost guarantee that without change they would be surpassed within the year and fade away into the back ground.

    Rule 2
    I found a comment in Chapter 2 of the Wikinomics book very relevant to this rule. “bits exist to be copied” and that”governments that sink fortunes into protecting people who insist on living on the slopes of active volcanoes” the last comment refers to basically that it’s pointless for the governments to stop filing lawsuits to protect the musicians and record companies who refuse to change or modify their business. As she mentioned Radiohead has tried a new method of sales, and this is what needs to be done, they must adapt to the changes in the marketplace.

    Rule 4
    This is part of the topic for my research paper in another class, and this type of direct marketing is changing and will continue to change digital markets. I purchase many items online and most of which are car related or clothing. On many sites when you pick out something, it also gives you other choices, such as people who bought what you are buying were also interesting in this. That type of direct marketing is key, so that you contact only those who you think would be interested. In another blog we read the comment was made it’s not how many you reach, but it’s who you reach. There are also places such as Amazon I believe where you can put in your preferences of the books you like and it will give you a list, and up date a list that meets your search criteria, this is perhaps one of the best marketing and sales tools I have seen to date.

    Rule 6
    I agree with this, in the way that you should not wait for there to be a problem before you change. Try to keep ahead of trends, try to anticipate the next move, don’t wait for another firm to get ahead of you before you start competing, always strive to be the best, and if done correctly you should stay ahead, or at least close to the front.

    Those are really the only rules he stated that I really felt the need to comment on.

  2. Tasia Says:

    I know what you mean Thomas! I guess what Seth was doing was solely stating the facts and thought that no commentary or extra information was necessary to get his point across. But that seems to be the way with most of his blog entries, short and to the point. I too think my expectations were just too high for the Music Lessons post. At least we have given more detailed information to the post here; your elaboration on many of the rules helps, Thomas.


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