‹ My “Income Streams for Musicians” article is up on TuneCore •
I’ve been wrestling with Huch MacLeod’s concepts on Social Objects and Global Micro Brands and how they relate to the music business for a while now.
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
Tags: gaping void, global micro brands, music business, social objects
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August 31, 2008 at 8:41 pm
[...] a situation where your fans are actively building the brand, and expertly leveraging the idea of social objects to ...
September 7, 2008 at 8:05 pm
[...] This dovetails with Hugh MacLeod’s concept of Global Micro Brands that I’ve been consumed with recently. [...]
October 7, 2008 at 10:26 am
[...] it’s a wonderful example of how to generate shareable social objects. To wit, here’s a “Short Experimental Video by ...
November 3, 2008 at 5:22 pm
[...] This is very important to remember. Ms. Matheson can’t convince people to read her blog. All she can do ...
November 7, 2008 at 10:59 am
[...] Give those in the community/Tribe the tools (social objects, etc.) to aid them in directing their peers to the ...
November 25, 2008 at 12:24 pm
[...] be songs, liner notes, and cover art. Doesn’t work any more. Albums now must be the collection of social ...