Skip about halfway down the article to read quotes that make Daniel Glass sound like a class-a jerkface. His tone is indignant and borderline self-righteous as he describes how he skipped signing a band to his label because they wouldn't tweet their every stage move. Seriously, check this quote:
"There may be some indie hipper-than-thou artists who want to let the music speak for itself . . . they are probably not for us."
How dare these impudent punks deny the all-powerful marketing tool of social media and slow the flow of dollars into Glass' pockets?!
Wait . . . huh? Money? Pockets?
Well, yeah. Think about it. How does the band's effort to promote itself through social media pay off for them? An active facebook, myspace or hosted webpage will result in some extra people showing up to see your band when you roll through town. If you set up an e-commerce store you might sell some tee shirts or cds direct and make some cash.
But I'll bet you a Motorola Cliq that's not what has Glass hot and bothered over your twitter account. He's hoping your online activity will generate music sales that put dollars in the label's coffers, and pennies in yours. Because in today's internet world social media = marketing = sales. Theoretically, at least.
Don't get me wrong; none of these things are bad by themselves. Maintaining a prominent profile with its online fans is important for most bands. Making it easy for its fans to support and follow them is a good thing. Bands deserve to get paid for their music, the same way doctors gets paid for their medicine. But making social-media-savviness a prerequisite for a record contract is ridiculous.
In fact, if social media is going to start having an influence on record contracts, the flow of influence and dollars should be going the other direction. If a band chooses to utilize the internet to promote itself, the label should pay them for their marketing efforts the same way they'd pay an in-house marketing staffer or a&r rep. Let's see a band's manager or lawyer bust that point of view out during contract negotiations and see how Glass reacts.
Afterthought:
I'd also like to see some analysis of the time a band spends promoting itself online through social media and compare the payoff against the time spent doing other work with its music (concerts, recording, practice, etc.) to see which is the more productive.
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