Global Micro Brands, Social Objects and the Music Business
In hindsight, I’m not sure I needed to get on the mat; it’s a pretty obvious connection. But, like most great ideas, their obviousness doesn’t hit you right away.
In essence, by embracing the Global Micro Brand concept and leveraging the music you (or the musician on whose behalf you work) make as your share-able social object you quickly obviate all of the distracting noise surrounding so much of the music business (file sharing issues, etc.).
Instead, the focus is rooted squarely where it should be: attracting and retaining a connected community of passionate fans. This is what builds brands. Musicians – because of (rather than in spite of) the technological advances – have the ultimate share-able social object: their music.
The key is to stop thinking of the music as an end in and of itself, but rather as the means (the tool… the share-able object) to the end: creating a global micro brand. When you do this, the whole game changes.
Thanks, Mr. MacLeod
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