The music industry, we all know, is, and has been for a while, in uproar. But now it is not so much illegal downloads which threaten it. Now it is the musicians that are assuming their independence.
Artists moving from large contracts to direct online sales. Prince giving away his latest record in a UK newspaper to promtoe ticket sales for tours. Madonna leaving her record company Warner Brothers and signing a ten year deal with a ticket promoter. Radiohead asking for volunteer donations for their latest downloadable record (so far they average about £1 per download…). Not too mention the scores of artists selling via iTunes.
What matters to customers is the content. The packaging has taken on a myriad dimensions to suit a fragmented market. The packaging will decide where I buy my songs.
Most other markets have broken or are are breaking up as well, even if sometimes not quite so visibly or radically. Fragmentation is, however, rapidly becoming the norm.
Time to diversify your packaging?
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