Guardian Unlimited Technology | Technology | Making a song and dance
Making a song and dance
Don’t believe all you read about web-driven musical phenomenons. Old-fashioned PR and marketing still have a big part to play in their success. Adam Webb reports
May 11, 2006
Speak Up › Brand Democracy
Converse, and allowing their customer base to make their ads for them.
They decided to position Converse as a patron of the arts, a creative enabler in the spirit of Peggy Guggenheim. They asked people to make a cool film that says something about the brand in 24 seconds (the last 6 seconds of titling was done by Butler Shine). They got the word out through posters and ads at creative schools, in Juxtapoz magazine and through personal contacts. The chosen work (by a student or professional) would air on television and be awarded $10,000. Any other film placed on the Website received $1,000.
The results? Converse received 1500 short films. Mr. Butler and his group went through them and chose the best for the television, and next best for the web gallery. They have since received films by name directors, including Mr. Mos Def.
The campaign was great. The films were solid and full of that unbridled creativity that comes from the gut. It was great to see stuff that wasn’t overly analyzed by rooms of professionals. It went straight to the point.
Unfiltered is good.
May 4, 2006
Dub dot dash
A highly informative blog by Peter McLennan regarding New Zealand music.
McLennan P “Dub dot Dash” Accessed May 2006
May 3, 2006
Comment on the success of Fat Freddy's drop, especially given they are independantly released. 60000 albums without releasing a single or video!
3. FFD's album is now 6X platinum – that means they've sold 90,000 albums (platinum = 15,000 copies sold). By the end of last year they had sold 60,000 with no single or video. Since releasing Wandering Eye as a radio-edit/CD single/video, they've sold another 30,000 albums. Bic Runga's latest is 3x platinum, and the latest discs from Eminem, Coldplay and Black Eyed Peas are 4x platinum.
May 2, 2006
I disagree with that thesis. Most people, I think, have a legacy collection of CDs (and vinyl, perhaps) that makes up the vast majority of their digital music collection. Perhaps they're adding to it using the collections of friends (filesharing of a sort) but I don't think that most iPod purchasers are heavy users of the illegal networks.
So here's my point: a majority of music being played on iPods today has been bought. And yes, digital downloads are a tiny proportion of the music on digital players today: but they won't be so insignificant tomorrow.
Over the course of time, and for a variety of reasons, downloads are likely to overtake physical sales.
I've no doubt that the money I've spent on CDs far outweighs the money I've spent on hi-fi equipment. And that pattern is likely to be true for the digital age, even if it's not there yet."