Turn Up The =Bas=
You may know that in the A-side of 2011 I had the chance to do the web design for a project of massive value to musicians: the web version of Bas Grasmayer's thesis about marketing music through non-linear communication. He studies progress in music business since the MP3 and develops the ecosytem model for marketing music in the era of YouTubes 'n stuffs:
The "Imagine" poster below links to some must-read sections in the thesis. (CC-BY/Ryan Van Etten)
- Imagine that party without geographical limitations.
- If a friend recommends music to me and supplies a link I always have a listen.
- One doesn't need to worry about gatekeepers like the people who decide what airs on MTV.
- To Seth Godin Die Antwoord is a purple cow. To Niels Aalberts Die Antwoord is a good story.
- Millennials are non-linear thinkers.
- Music blog readers are more likely to purchase music.
- At the core of the ecosystem lies the fanbase a.k.a. the tribe or the movement.
- Sell things that cannot be copied: Immediacy. Personalization. Interpretation. +5 = KK8
- deadmau5: TAKE THAT MARKETING! in yo FACE.
"The Ecosystem" model below depicts the music ecosystem presented by Bas (@spartz) in his thesis. (CC-BY)
