Chicago-based indie rockers OK Go caused a sensation with the video for their 2006 song “Here It Goes Again”. The video featured a choreographed treadmill dance routine, and reached nearly 50 million views on Youtube, and inspired scores of remakes. The band became the perfect example of viral marketing in the new music industry.

So, any follow-up would be a tough task, and would need to be a pretty impressive video. “This Too Shall Pass” premiered yesterday, and has received some great reviews so far. The latest project collaborated with Syyn Labs on a two-story Rube Goldberg machine. The machine, constructed in a warehouse in Echo Park, keeps perfect time with the band’s latest single “This Too Shall Pass,” thrashing TV sets, dropping pianos, launching paper airplanes, blasting paint, and much more in spectacular synchronicity with the song. Check it out here at US Music Jobs.

What do you think of the video? Do you see it being another hit for the band? How relevant are music videos in the internet age? This will definitely inspire a further music video post from me, and I would like to hear your views.

Lee Jarvis.

To celebrate the video release, OK Go will be taking part in a concert fundraiser for LACMA Muse. Friday, March 5, 2010, LACMA West Penthouse, 8 pm–12 am. More info here.

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Last year I attended the University of Chicago MET Summit, and enjoyed not only the music panels, but all the technology discussions. Learning about other industries fuels your ideas for the music business, and crossover opportunities are everywhere in modern media. Technology has ignited, developed, bombarded and slaughtered the music industry several times over, and the current state is an exciting time to be involved in. You only have to look at the discussions happening at MIDEM to know that mobile device apps and video games are as much a part of the business as record sales and drainpipe jeans.

And so, this year I’m heading to Techvision 2010 at The University of Chicago Booth School of Business in Hyde Park, Chicago. Friday 26th February seeks to “drive home the game changing impact of technology to business minds across the industry and functional focus areas”. With panels such as Cloud Computing and Mobile Technology, not to mention a keynote from Senior VP at Warner Bros. Janet Pucino, appealing most to a music tech / music industry bod, I expect to hear and share ideas expecting to impact our work and passions over the next year. I know that UofC will provide a great forward-thinking entrepreneur aspect on top of the usual techy geekdom, and networking with some bright minds is always appealing.

If you are interested in attending also, registration details can be found here.

Lee Jarvis.

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I’m a fan of Berkleemusic, the online school of the esteemed Berklee College of Music, and often read many of the great blogs from David Kusek, Mike King and co.

Berklee recently launched their Winter 2010 term with two new music marketing courses available; Online Music Marketing with Topspin (co-authored by King and Topspin’s Shamal Ranasinghe), and Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution.

Having studied several of their courses, I know that the Berkleemusic system is a good one, and these new courses have inspired me to sign up again next term.

In the fast-moving, ever-evolving new music industry, I see digital marketing strategies being of huge importance. Artists need to do as much groundwork as possible themselves, and when they cannot, know the correct people and resources to help. Being efficient at selling your music online, and building your fan base with social networking communities is critical for bands and musicians looking to make a living from their music and music-related activities.

Here, Mike King explains some of the Online Music Marketing course details and how you can use analytics to drive your career decisions.

Also worth mentioning is the course textbook, which is a great read even if you aren’t studying at Berkleemusic. Music Marketing: Press, Promotion, Distribution, and Retail is also written by King, and you can sample a free chapter here…

If anyone is taking the course this term, please let me know how you are getting on. If you are signed up for Spring 2010, I may well see you there!

Lee Jarvis

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I came across a lot of new rock / dance / electro funk punk / etc bands last year. Not that they were always new bands, but often new to me. There’s also a couple of more established bands who are threatening to get back together or released their first material for a few years.

With that said, I thought I’d make a shortlist of several artists that I’d love to see perform live in 2010, with a little help from Lala. Having received a lot of coverage with their recent buy out from Apple, I thought I’d compile a streaming playlist from their site, and must say I found the process simpler and more fluent than I remember from last using their system. Here’s to hoping that Apple help make the brand profitable and they continue providing a useful service.

And so, onto my rockin playlist – featuring music from Kings of Leon, Jet, Kasabian, The Strokes, The White Stripes, Silversun Pickups, Muse, The Prodigy, Foo Fighters and Soulwax.

Enjoy!

Lee Jarvis.

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I’ve always liked Apple. They may not have invented digital music, or the portable digital player, but they fine-tuned them and distributed them to mass markets to perfection. More music is being heard by more people in more places than ever before, and for that, we should be grateful. (Figuring out how to strategize and monetize these new markets is a different matter.)

It seems that iTunes has ruled the mp3 generation, but times and trends are moving ever faster, and there’s now a whole new generation of consumers that may never even own an mp3. Streaming is big business these days. Enter Lala, one of several successful (read: popular but not entirely profitable (yet?)) online music streaming services that has established itself with the non-owning and mobile music markets. Being able to listen to music through a web browser is something that gives music fans greater freedom, and access to their collection from any computer, smart phone or other mobile device, and is something that Apple lacks within iTunes.

Apple may well be looking at using the Lala team and functionality to enter into the streaming market, and with the way they have revolutionized similar parts of the music industry, who knows what may be in store.

One thing I hope Apple does figure out, is if they are paying $17m or $80m+ for Lala assets. Either way, it is a lot of money for a service that has et to find a profitable business model. Moving from CD-swapping to a (comparative to Pandora and Spotify) complicated streaming system has proved difficult, and investor Warner Music wrote down $11 million of the original $20 million it put down.

Lala had recently struck deals with both Google and Facebook, hoping to widen it’s user base with new search traffic and gift options. Apparently Google was also looking at acquiring Lala, and having narrowly missed out they may try and pursue other deals in the near future. Finding a way to tie it’s music search division in with either a download or freemium/ ad-funded streaming service seems inevitable, and well within Google’s scope. In fact, there have been several similar deals in recent months. Imeem was bought by Myspace, whom also previously acquired iLike.

Although Apple’s future movements may not be yet announced, I am certain they will continue to push the digital music industry forward (and outwards) with their services and reach new listeners across the globe.

Lee Jarvis.

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MySpace has recently completed a deal to acquire music streaming service Imeem, and is in the first phase of integrating certain assets into its Myspace Music network. Although the sum of the deal remains undisclosed, sources report a total deal worth around $8m. (CNET shares, “The News Corp.-owned MySpace has agreed to pay $1 million in cash, but the total figure also includes money for accounts receivable and employee earn outs”.) These figures fall wildly short of the $30m+ that had been invested in Imeem during it’s 6 year development, and point towards, essentially, a fire sale.

Imeem is one of several sites that have recently gone bust or sold for next to nothing. Pressure from both major labels and large indies in the form of ‘infringement payments’ have helped smother another promising start-up, although the Imeem team had the relatively simple choice of selling up or packing up.

What Myspace will do to connect with Imeem’s loyal following of 16 million users remains unclear. The Imeem blog says that ‘visitors to imeem.com will be guided to MySpace Music to find and play the music they want’… the only problem being that Myspace Music is cluttered, saturated by the popular market and not particularly user friendly. Searching for and discovering new music is a challenge and the sudden change-over has Imeem users up in arms.

Imeem had to respond to try and calm worries about playlists being lost, but Myspace will have a lot of people to try and win over, and they can only do so by improving their functionality and moving the Imeem user accounts over as soon as possible. Even then, people don’t like the Myspace brand. It served a function many years ago, but has fallen behind to Facebook and Twitter, not only in terms of regular traffic, but in the appeal to new web users. Buying up a rival music service and not maintaining it’s quality will only breed further dislike.

One area that Myspace will certainly benefit is from the knowledge and experience of Imeem CEO Dalton Caldwell, CTO Bryan Berg, COO Ali Aydar and VP of Sales David Wade, who are all joining the Myspace team as consultants to help with the transition.

Here’s to hoping that they will not only share some of the pitfalls to avoid, but aid with the smooth functionality that helped make Imeem so popular.

Lee Jarvis

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For many members searching for jobs in the music industry, each little bit of income helps, and streaming seemed to offer hope of another revenue source to help make a living from music. However, Spotify, the streaming application that is immensely popular in Europe (and due to launch in the US soon, has come under fire along with the performing rights societies about the minuscule amount that artists actually receive.

Hypebot recently reported that Spotify paid Lady Gaga just $167 For 1M Plays:
Lady Gaga’s “Poker Face” was one of the most popular tracks for 5 months on Spotify; being played more than 1 million times. But according to reports this weekend, the Swedish Performing Rights Society only paid her $167. If true, it confirms other complaints from other artists like those of Swedish musican Magnus Uggla who pulled his music off Spotify declaring, “I’d prefer to be raped by Pirate Bay than played on Spotify”.

When an artist starts out with earning no income from their music, they are quite happy to give it away for the exposure it may create. Obviously it is easier for a small band to offer a free mp3 and say “we may have lost a potential $1000 in order to gain some new fans”, than it would be for Universal to do it with a Lady Gaga single and consider losing (potentially) a lot more.

However, the idea of exposure still remains. Streaming can be a way for people to try out new artists without committing to a $15 album (of which, Universal made many, many terrible ones). There are already reports saying that streaming is drawing consumers away from P2P sites, and with the Pirate Bay trial and Joel Tenebaum ruling gaining so much press this year, some users will be scared off using such sites in the future. The Pandoras, Spotifys and LastFMs of the new music industry are an essential part of artist promotion in my opinion, and so I would consider pulling your music away from them is a foolish move.

As there is no way to measure the direct income derived from a person who streams two tracks, then goes to buy them from iTunes, and then pays $40 to see the artist in concert, it can be hard to judge.

I would stick my neck out and say that it helps though.

We’d love to hear your response on this – comments around the Music Jobs office range from outrage at the royalty rates for artists to “that’s about $166 too much”! Feel free to comment below.

Lee Jarvis

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ArtistData is an innovative tool for the independent musician and can certainly help music job members seeking to make the most of their time and efforts. They build solutions to help an artist save time with the “monotonous updating” of their online music profiles, Myspace calendars, Facebook and Twitter updates, and the endless stream of concert calendars and gig websites. Being able to enter the data once, to the ArtistData website, then allows more time for being creative – something that is at the core of every musician.

Named a “Top 10 Indie Marketing Tool” by Hypebot, the Chicago-based ArtistData has created a lot of buzz recently. Rian Rochford of Universal Motown / Universal Republic says “ArtistData has provided a priceless tool enabling us to provide accurate and up to date artist info in the most efficient way possible”, and the site has also been awarded a Chicago Innovations People’s Choice Award.

Founder Brenden Mulligan was interviewed by Tim Jahn for part iof his Beyond the Pedway creative businesses series. Here he speaks about the about starting of the company, and also how artists and startups are alike.

Having only recently discovered ArtistData, I am still learning how to best use it for my music career, but can already see the possibilities of being far more efficient, and also being able to reach new markets and create new opportunities with the tools offered. It is always exciting to see new companies emerge in this ever-changing new music industry, and I feel that ArtistData is sure to be a part of that.

If anyone has any use of the website, please contribute! Post your comments here in the music jobs blog.

Lee Jarvis.

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The New Music Seminar is about “seeing the music business and your opportunities a new way”. The event was originally held from 1980 – 1995, and after a long hiatus, was revived this July in New York, featuring speakers and panelists from a variety of music companies, websites, institutions and backgrounds.

The Chicago event on October 6th was attended by artists, managers, label owners, and other individuals wanting to learn about the new evolving industry, and hoping to hear advice from inventive young music companies and long-time veterans who can acknowledge the recent changes and struggles of emerging artists and indie labels. Contributors such as Lou Plaia, the co-founder of Reverbnation, Michael Spiegelman, head of Yahoo! Music, Paul Resnikoff, founder and editor of Digital Music News, and Martin Atkins, author of Tour:Smart. Certainly enough interesting people and ideas for me to attend and report back here for our Music Jobs members.

Founder Tommy Silverman started the day with some shocking statistics. Although, he did point out that they should only concern you if you are on the board at one of the majors. The fact that only 110 albums released in 2008 sold over 250,000 copies that year is not an issue for a new independent artist. What it does enforce is something I’ve tried to help people with for some time, and that is re-evaluating your idea of success. You are not going to get scooped up by a label and go platinum. You CAN work hard and earn a living form your music, and if we are all in it for the love of the art, shouldn’t that be a more than reasonable level to consider success?

However, one statistic that you should pay attention to, is that of the 105,575 albums released in 2008, only 5945 sold more than 1,000 copies that year. This is the line of obscurity that you want to vault over. With a good strategy and understanding of the new music industry, you will sell enough albums and earn many valuable fans for you to reach this newly defined success.

Michael Spiegelman delivered a keynote focused on the tools that Yahoo and other services can provide to help an artist publish, market, engage, sell and monetise effectively. He emphasised the need to find relevant tools and fans, and how you can pull this information from the internet via different traffic sources, and how to act upon it using analytics. When asked by the audience what he saw as the latest in disruptive technologies, he replied that the cycle has moved from the initial surge of new ideas to a ‘maturity’ time, where we figure out what is sustainable and build a business model on top of that. In other words, the abundance of new websites and technologies over the last few years will slow, and some lesser ones will be brushed aside, as stronger ideas are built upon and emerge into a key part of the future industry.

The fist panel session was probably my favourite, for the fact that they shared some great advice, stayed focused on the topics at hand and made sure what they were saying was relevant given the audience. Emily White, of Whitesmith Entertainment pointed out the importance of communicating directly with your fans, and how you can do that with the help of Google Alerts and social networking tools such as Twitter. I couldn’t agree more with this, and Lou Plaia backed this up by saying that the more you do now and try to generate your own attention the more power you have further down the line – not just for bargaining with labels but the awareness of how this all works is healthy and will help propel you further by maximising any opportunities you come across.

The panel discussed the idea that 1000 “super fans” are something of a milestone to aim for, as these super fans are the people who are likely to spend around $100 a year on your work. This would give you a total income of $100,000 per year, and lead you to making a living from your music.

David Hazan, Chief Marketing Officer at The Bizmo encouraged artists to be creative in terms of merchandise offerings, as one ticket, one T-shirt and one album doesn’t equal $100 bucks. He offered that one band had handwritten lyrics and notes, which they uploaded as PDF, and their “super fans” paid for access to that premium content. This idea had the added bonus of no distribution costs, therefore earning the band good money.

To be honest, the next two panels lost the vibe a bit, as a result of lacking direction. Several long rants from panel members about their own achievements did not help. Some of the saviors were Ariel Hyatt of Cyber PR and Corey Denis of Reapandsow, both sharing great advice on social networking for musicians. DJ veterans Steve ‘Silk’ Hurley and Bad Boy Bill had some interesting points, sharing a different angle having been in electronic music, and therefore seen a different market for singles, EPs and mixtapes over the years. If only they could have fit in more comments instead of a majorly ill-fitting (and misguided) panel member spouting not only incredulous ideas, but contradicting himself, often within the same poorly structured sentence.

The final session was where Martin Atkins stole the show. Impervious and humble advice, shared with clear and concise translations for the entire audience, and demonstrated with a sense of humour produced great effect. I’m a Martin Atkins fan anyway, and if you ever choose to buy any music industry book at all (which you should), it should be his Tour:Smart masterpiece.

Overall, the seminar was interesting, and it was great for me to hear some speakers that I respect for the first time, but overall it was lacking something. I would prefer a closer connection with the industry experts, more interaction from them with the audience, and a working Wi-Fi network

I look forward to the event evolving in the future.

Lee Jarvis

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Tour:Smart is the brainchild of Martin Atkins. The ex- Public Image Ltd / Nine Inch Nails and Pigface drummer has applied his decades of experience and educated vision of the new music industry to a book, a DVD, and a series of crash-courses / seminars / discussions / school-events designed to aid musicians on their journey through the industry.

I don’t know how to describe the latest offering, Tour:Smart PLUS!, it is essentially a four year long educational course crammed into one 48-hour whirlwind weekend. It was intense, energising, humbling and motivating. Starting with learning from other band’s mistakes of touring, to learning to print your own merchandise, to filming and editing your own videos, and then what to do with them in the crazy online world of social media. This is as complete a course as you could find, without all the fodder of the ways the industry used to work or hiring other people who then get in your way (and cause you costly mistakes). It is the nitty-gritty of what YOU need to do to propel YOUR career forward; it is about taking responsibility, creating plans and leaping into action.

There is no magical guide to make you famous in six weeks, the music business is a long and dirty road, but with a hand from Tour Smart you will have all you need to prepare and inspire you to take this road, and start eating up the miles.

As I said, I could not even begin to regurgitate the learnings of last weekend, but here are just a few key snippets that were delivered by Martin in his own passionate way, and how they resonated with myself.

“The Music Business is Participatory…”
As a musician, you have to not only practice and record your music, but promote, network, hack, sell, distribute, tweak, market, deliver and everything else in order to create your own success. Sitting back and waiting to be ‘discovered’? (LINK) I’ll tell you now that it is not going to happen.

“Beware of Smokescreens…”
Hardware or soft synths? Cubase or Logic? MP3, CD, Vinyl or cassette tapes? Getting caught up in these arguments is a waste of time. Use what works for you, make your music, get it out there. Using your music wisely is far more important that the software involved.

“Free is the New Black…”
Giving your music away is pretty much essential. However, you shouldn’t be doing it just because other artists are, but because there is a lot to be gained. Collecting emails in return is often the simplest idea, but so much more can be created and retained, from remix competitions to treasure hunts, all in the name of promoting awareness of your music and your brand. Which leads nicely into…

“Sell the Space Around Your Music…”
If fans like your (free) music, how else would they like to relate to you and how can you monetise that? Live shows? T-shirts? DVDs? Skateboards? Coffee Cups? Music fans often want to be part of a community, and anything that they can wear as a badge to say that they are part of your support will appeal to them. Of course, the individual items or events will depend on your (sub-sub-sub-) genre of music.

“Data Driven Decisions…”
This is not about trial and error. There is something to be said for going whole-heartedly into a project, but you use the data you have to make smart decisions, and then commit yourself. Fanbase details can be collected and dissected in ever-more inventive ways, such as Google Analytics, Youtube Insights, mailing list tracking and good old at-the-venue discussing with fans.

Although just the tip of the iceberg, each of these points should give you and your career something to think about, and for further elaboration, I can’t recommend enough getting in touch with the Tour Smart Team.

Lee Jarvis.

Class photos (c) Lee Jarvis 2009.

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