1. Good points. You could also add to that rule 7: You're going to have to engage with your customers,not tell them what to buy.

Interactive media make promotion much more cost-effective but the price is that people expect to be kept in the loop. Keeping existing fans is cheaper and easier than finding new ones - provided you give them what they want and let them have their say. You can no longer promote what you want and expect people to buy it.

Posted at 11:41PM on Jul 25th 2006 by Hughue

2. Great article and basically common sense. So why don't the labels understand this?

I think there are too many old guard there who truly don't understand the market today and they're going to continue to bleed money until someone wakes them up.

The indies are definitely way ahead of the majors in utilizing todays tools to move music. The thing is that with deep pockets and a real understanding of all things digital, a really forward thinking major label would definitely have the ability to capitalize on the emerging market.

Hire me as a exec at one of these labels, I'll make you profitable....

Posted at 8:18AM on Jul 26th 2006 by Musica360.com

3. Nice points. I really think what digital and the Internet has done to the record industry is show people that there are much greater options out there than what the big labels presented. It also emboldened artists to go it alone because they reach a significant audience without the channels that the labels controlled.

I buy a lot of music. Because of sites such as eMusic and CDBaby, I'd say 90% of it is from "independent" artists. 5 years ago that number was probably reversed. That's what the labels are fighting against.

Posted at 10:00AM on Jul 26th 2006 by Spencer

4. Right on totally and completely.

I'd say #3 and #4 are the most important to keep in mind (although these points are so dead on that all of them should be taken to heart).

Posted at 10:12AM on Jul 26th 2006 by kibbe

5. I don't see any hang-wringing these days, Grant, and I see very, very few examples of a single not being available digitally. Except for Victory Records, which is a notable iTunes holdout. The days when labels worried about losing CD sales due to singles are over. Single downloads are established. It's settled law, so to speak. The latest issue is the timing of the digital single and how it impacts album sales.

Now, some bands may want to take your advice. It's not just labels. Some artists -- Radiohead is the most popular -- don't want their music heard outside of the album context.

As for #5, I would agree with some stipulations. There are some "album" artists (the long-haul kind of artists who tour constantly) that could stand to give away a song or two. But if the artist is being promote via a single, and that single has a video and a campaign built around the single, giving it away doesn't make sense.

Honestly, I laughed when you informed labels that they're going to have to work harder. Those of us who have worked in the music industry understand this. It's extremely competitive, and over the last five years layoffs and mergers have meant more is being done with less. You want to work very long hours for not much pay and even less job security? Work in music.

Lawsuits: It may not be the thing to do, but there's no indication they're going to stop. In fact, there's every indication that they'll continue. The RIAA has said as much.

Lastly, have you noticed the multi-pronged campaign for the upcoming Jessica Simpson album? There's a custom single, a ringtone, a digital pre-release and a subsequent CD release. Columbia is being very aggressive in trying to work multiple revenue streams, as are most labels -- big and small. Warner Music basically did the same with Madonna last year.

Posted at 3:44PM on Jul 26th 2006 by Glenn

6. I don't know if other people feel the same way, but I hear enough of the "hits" on the radio (think "You're Beautiful" by James Blunt). Hearing them gets old after awhile. I've had the same complaint I've heard for years. I want to hear the deeper cuts and that's why I subscribe to the Yahoo music engine and have Itunes radio feature and also search for other gems

Posted at 4:21PM on Jul 26th 2006 by Chuck

7. There are actually several examples of unavailable digital singles. Beyonce's "Deja Vu" is unavailable at current, although that may be more strategy than fear. Until recently Shakira's "Hips Don't Lie" was unavailable, and the availability of that single seemed to have much to do with the rebound of her CD sales... Metallica, who let's not forget were the first to complain and bring lawsuits in the Napster era, have only just this week been made available on iTunes. There are glaring examples of unavailable music, and they all have their own justifications.

You gloss over the lawsuits but, that's just the issue. They are ineffective, and they are hurting your industry and your artists, just the very things you're trying to defend. Even Hillary Rosen has taken a strong stance against the filesharing lawsuits, why can't you?

I will give you the Jessica Simpson point, and I think that's the way of the future. I was shocked, and happy to see Yahoo Music release a DRM free version of Simpson's new song.. I think it's the wrong market to target though, as a DRM free single from a more 'hip' (and less overtly commercial.. ) artist might go further in the PR war. Let's face it, the tweens and pop listeners aren't exactly the same people who are joining Defective By Design or the EFF. Still, it's great to see the no-DRM message is at least making some headway.

Thanks for the thoughtful comments. Keep them coming.

Posted at 4:28PM on Jul 26th 2006 by Grant Robertson

8. One point that I feel wasn't included(which could be # 7) is "Endear your artist to their fans". For example; Ludacris went to the school of one of his[female]fans to perform at a pep rally. Luda did this just as the media was starting to bash him for his misogynist lyrics. Needless to say, his critics all fell silent (for the moment). Oprah Winfrey even had Ludacris on her show, as a panelist for the movie Crash.

Most major labels and artists have ignored the fact that fans are more than money. Fans have feelings and can be moved to buy more units and be artists advocates by acts of kindness by the artist.

All labels need to consider that fans look to artists for more than just music. Fans look to artists for many things including; inspiration, style and the ability to stir their emotions.

Posted at 1:25PM on Jul 31st 2006 by Jeronimo