Seth Godin on the music bidness - past, present, future
Somewhat belatedly, I’m finally getting around to posting a link to the transcript of a speech that the (music) marketing guru Seth Godin gave to BMG executives a bit ago. Money quote (hat tip, MG):
[I]f the model that we loved about the record business in 1968 was A&R, taking care of artists, finding artists who people will love, and the model that we hated was brand management, I want to argue that the next model is tribal management. That the next model is to say, what you do for a living is manage a tribe…many tribes…silos of tribes. That your job is to make the people in that tribe delighted to know each other and trust you to go find music for them. And, in exchange, it could be way out on the long tail, no one wants to be on the long tail by themselves, the polka lovers like the polka lovers, they want to be together. But that you, maybe it is only one person, technology makes this really easy, your job is to curate for that tribe, like the curators upstairs [at the museum]. There is a museum of modern art tribe, you can see them here every Thursday. And if you can curate for them guess what the [musical] artists need…you! Guess what the tribe needs…you! You add an enormous amount of value by becoming a new kind of middleman.
Read the whole thing. I guess if I’m being Pollyanna for a minute, the good news for our little corner of the world is that sg never did a very good job of “A&R, taking care of artists, [and] finding artists who people will love” in the first place. And sg is an above averagely tribal culture. So theoretically, at least, it ought to be that much easier for gospel music to reinvent itself in the ways Godin suggests. Theoretically.Email this Post