The new music industry is all about change.
Do you think that if you pull your music from Spotify that it is not available on YouTube with ad support (which means income) and with no ad support (which means no income).
The new music industry is about exploring different business models and seeing which one works for you.
Black Veil Brides had a Pre-Order pledge campaign for their new album and the perks on offer just kept on getting sold out. First week U.S sales are anaemic at 29,925 however does that mean that the album is not popular or that it is not a success. Go on YouTube. The BVBArmyVEVO account shows 2,206,786 views for the “Heart Of Fire” video, 1,208,958 for the “Faithless” audio and recently a clip went up for the ballad “Goodbye Agony” and that has already accumulated 464,059 views. Compared to their big song “In The End” with 36,560,728 views, you can see that the fan base is experiencing the band in many different ways. In this case, the band and their team (record labels, managers, accountants, lawyers and publishers) are making money from the Pledge Campaign, YouTube views, streams on other services, physical sales, mp3 sales and radio plays.
Coheed and Cambria had a vinyl remastered re-issue of “In Keeping Secrets Of Silent Earth” which sold out its first pressing and then they went on a sold out commemoration tour of the album. They are remaining relevant even though their last album came out in February 2013. For them, 2014 was all about touring, vinyl sales, special edition live box sets and merchandise.
Basically new business models from bands are reshaping the way music is marketed and distributed. There are countless new artists emerging and there are countless new ways for fans to listen to those artists.
The music industry of the past consisted of great control. Distribution in those days consisted of record stores. Technology has made way for new opportunities, thus creating new models. The internet has eliminated a lot of past costs within the music industry; this goes for the way music is recorded, the format of music, the marketing, and especially the distribution outlets. New models have taken away the control aspect.
Digital Summer recently asked a Facebook question to their followers about how does everyone find new music. They wanted to know how their fans had heard of them and where they usually hear new music they like? I went through the comments and grouped them into categories.
Radio like Sirius XM Octane, local terrestrial stations, Pandora, Slacker Radio, iHeart, etc got 137 votes for 26%. At this point in time radio is still the best way to get your music out there. However it is the Live show that seals the deal for the band.
Live Shows especially comments around the opening slot that they had on the current Volbeat tour got 121 votes for 23%. It looks like the band really delivers on stage. Also the comments kept on saying that the band members took time out to meet newly converted fans and showed them where they can get free downloads of the band’s music. It’s all about connecting with fans folks.
Word of mouth from fans or band members got 63 votes for 12%. With the internet connecting everyone, I expect this to be more relevant.
YouTube via the algorithm suggestions got 57 votes for 11%. The tech industry is fragmented. When you combine the platforms like YouTube, Spotify, iTunes, Twitter, Facebook, Instagram, MySpace, Online publications, other online platforms and Amazon, you get a 37% reach from the Techies.
Spotify via the similar artists feature got 30 votes for 6%
Twitter via the band members following someone and that someone goes on to check the band out got 25 votes for 5%.
iTunes via the Genius or suggestions based on previous purchases got 25 votes for 5%.
Promotions like having cool looking merchandise, flyers, giving away free demo CD’s, having their stickers plastered all over town, endorsement companies, music stores got 16 votes for 3%.
Other Online Platforms like Reverbnation, Soundcloud, Google Play, XBOX Music, Last.fm, Gaming Music Videos got a combined 13 votes which also equates to 2%.
Instagram via the band members liking photos posted by users or following users got 10 votes for 2%. This was a surprise, however the work that the band members have done on this site is astounding. One fan commented that they are a Gemini Syndrome fan and when they posted a photo of Gemini Syndrome on Instagram, one of the Winterstein brothers liked the photo. The soon to be fan, clicked on his account, saw they had a band, checked out the band and then became a fan.
Facebook and MySpace got 10 votes each for 2%. Goes to show that while Facebook is a good tool for connecting with fans once you have them, it is not a good tool for finding new fans.
Online publications like Stereogum, Loudwire, Jango, Revolver, Ultimate-Guitar got 6 votes for 1%. This is another fragmented industry. The online publications offer no substance, no personal opinion. It’s just all thumbs up, pat my back and I will pat yours style of reporting.
The Pirate Bay/Torrents got 4 votes for 1%. Looks like copyright infringement is not such a big issue.
Amazon got 3 votes for 1%. This is how I found out about the band. Their “Counting The Hours” album came up with bands I might like based on my purchases.
So what does tell any new artist trying to build a career in music.
Be ready to change on the whim and be ready to try different ways of promoting, connecting and marketing your music.