Myspace promotional system not to be used in isolation

Response to The Explosion Blog post: "Is the Myspace Promotional System all it's hyped up to be?":

I agree with your thoughts on Myspace as a promotional tool. The ease of getting a myspace means that everybody can do it. In this new networked model we are all produsers. The problem with this is that it makes it harder to get noticed in the sea of budding musicians because people are being bombarded by friend requests left right and centre. When there is too much information to digest people lose interest and soon it becomes easier to decline friend requests or ignore them all together. However, there is definitely still a place for Myspace and i would not go so far as to call it 'hype'. Myspace now fills a huge gap that was left in the traditional business model. Myspace helps KEEP the fans.

Back in the day a band would, as you quoted Pearson, "starve in a van for a year at a time...driving across the country playing to 50 people every night", be seen and heard on tv and radio along the way and their cd would sit on a shelf in the record store. The problem with this is that none of these things offer continuous and ongoing promotion. The tour will come to an end, the tv and radio spot will last for ten minutes at most and the cd is a finished and packaged product unable to be reformed and changed. These promotional tools are over as soon as they began soon to be forgotten by their audience as they move onto the next concert, tv/radio show and cd. This is where Myspace can help. Myspace helps KEEP the fans.

On Myspace a fans interaction with a band is never switched off. Any time of the day or night you can log on and listen to their songs, comment and view photos. It is now easier for a band to form a fan base and even easier for that fan base to be expanded upon. For example, one night after a gig one of the support acts came up to me, introduced himself and gave me a promo cd. I went home and eagerly put the cd on only to discover that it didn't work. However, all was not lost. There was a magic little ingredient on that promo cd; a myspace address! This allowed me to go straight to his site and listen to all his songs, read his reviews, pictures and comments. I then added him as a friend, struck up a conversation and he is still to this day one of my good friends.

Like you, i don't agree with Pearson's argument that because of Myspace bands will never have to tour again. There is still a place for touring and radio interviews. History has shown us that old media never die out, it is simpy their functions and status that change (Jenkins, 2006 p13). Myspace, when used in isolation is not the worlds greatest promotional tool. There are simply too many bands vying for your attention. However, when used in conjunction with more traditional models of promotion Myspace is definitely all it's 'hyped' up to be.

For further thoughts on how Myspace is great for forming fan bases and keeping them see my blog post "Myspace is the way to go for the struggling musician" in response to Isha's blog post "The Long Tail: When will the music industry get it?".


Reference

Jenkins, H. 2006. Introduction: "Worship at the Altar of Convergence" in Jenkins, H. Convergence culture: When new and old media collide. New York: New Yoork University, 1-24.

Myspace is the way to go for the struggling musician

Response to Isha's blog post "The Long Tail: When will the music industry get it?":

Great post Isha. This is a really interesting topic. I agree with the comments eerin made. I was having a discussion with a musician friend of mine on this topic to see what his thoughts were, being an active participant in the music industry. He said that he makes more money from his gigs and merchandise sales than he does from his cd's appearing on the cd racks in HMV. The traditional model is no longer a feasible option (see here). Social networking sites like Myspace are the way to go. The personal and conversational nature of these online communities allow musicians to interact directly with their fans. Once a musician has charmed their online friend there is more chance of that person turning up to their gig. This is because the person feels a closer and personal connection to the music than they would from simply seeing a poster or reading about in RAVE. Once there, there is an even greater likelihood of them purchasing a $10 EP, especially when the musician is standing right behind the merch stand after the gig and recognises their face from Myspace.

The best part for the musician in all of this is that if a fan has a positive experience then human nature dictates that they're likely to tell their friends about it. This creates a snowball, viral marketing effect at absolutely no cost to the struggling musician!

Sharing is the essence of music. Myspace allows musicians a direct and personal way to share their passion and talent. It is this personal and open structure that is more likely to attract fans and KEEP them than the old and static traditional model of a cd collecting dust on the racks at HMV.

Liam Griffin - "Until You Fall" Film Clip

Check out local Brisbane artist Liam Griffin's new film clip"Until You Fall". This epic song comes from Liam's EP "Pictures" featuring 5 beautifully crafted songs. If you like what you see/hear, feel free to comment on his myspace page. He'll love you for it :) Liam's playing this Sunday 11 May at the Powerhouse so if you're not too busy showering your mother with gifts then come along!