Want to know the state of the music industry right now and where it’s headed?
Want to know what some of the sharpest marketing minds in the world think are the things that matter in the future of music?
If so, I’d take the time to read this presentation from J. Walter Thompson.
These people know their stuff seeing as they are the leading marketing agency in the world.
The presentation covers a very wide range of topics, starting with looking at where the music business is right now. It then looks at the sea changes that are occurring in the consumption of music (streaming being paramount) but also in music production and promotion.
It looks at length at all the internet platforms and services that we are all using to spread the word about the music we listen to as well as about the music we make. There are services discussed that all DIY musicians will be aware of but there are also plenty that were new to me.
Of particular use to aspiring musicians are the sections towards the end on such subjects as ‘Motivational objects’ (non-traditional physical releases), ‘Artists doing it for themselves’ (discussing direct-to-fan), and ‘Fans in the front seat’ (about the latest ways to engage fans in the process of creation). These should inspire you with plenty of ideas for your own music and how to use the latest methods at your disposal to spread the word.
As a roundup of everything that is impacting on the future of music this is a must-read.
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