Re: Breaking Records<\/p>\n
Hey Bob,<\/p>\n
I completely agree.<\/p>\n
You and I yearn for the visionaries, the Ahmets, Clives, Jerrys, Berrys, Herbs, Ricks, and Jimmys.\u00c2\u00a0 These were the noble chiefs who knew talent and took chances. Your label was deemed successful because you signed great acts like Led Zeppelin, The Carpenters, The Police, The Jackson 5, Aretha Franklin, etc., not because you reorganized, trimmed some fat, and saved money.<\/p>\n
Puh. Wall Street is right!<\/p>\n
As a market develops and expands, the visionaries thrive and change the world. As a market contracts, the bean counters take over and celebrate profitability as they fall down the increasingly sterile, vapid staircase.<\/p>\n
Lucian Grange is no more \u00e2\u20ac\u0153internet savvy\u00e2\u20ac\u009d than my Great Dane, Bravo.\u00c2\u00a0 Don\u00e2\u20ac\u2122t get me wrong, he\u00e2\u20ac\u2122s a great businessman and a great leader, but how in the hell can ANYONE pulling the levers in this music industry of ours be mistaken for \u00e2\u20ac\u0153internet savvy\u00e2\u20ac\u009d\u00c2\u00a0when it\u00e2\u20ac\u2122s the last industry on the planet Earth that still doesn\u00e2\u20ac\u2122t know who their customer is?<\/p>\n
Let that sink in\u00e2\u20ac\u00a6<\/p>\n
All tickets are sold online now; by definition,\u00c2\u00a0this is ecommerce! 2023 was heralded as the biggest year yet for worldwide ticket sales.\u00c2\u00a0 So, how are ecommerce platforms like Shopify and Amazon 1,000 times more digitally sophisticated than platforms like Ticketweb?<\/p>\n
I\u00e2\u20ac\u2122ve been working with artists and promoters in the digital marketing space since 2019.\u00c2\u00a0 The first three shows we promoted used three different online ticket outlets.\u00c2\u00a0 When I spoke with support at each outlet, asking where to put the Pixel (different term for a \u00e2\u20ac\u0153cookie\u00e2\u20ac\u009d aka digital sales and traffic tracking code), they asked,\u00c2\u00a0\u00e2\u20ac\u0153What\u00e2\u20ac\u2122s a pixel?\u00e2\u20ac\u009d.\u00c2\u00a0\u00c2\u00a0These ticket outlets aren\u00e2\u20ac\u2122t Silicon Valley startups, they\u00e2\u20ac\u2122re digitally ignorant music industry people trying to sell tickets online.<\/p>\n
Today,\u00c2\u00a0Ticketweb is one of the most advanced because they\u00e2\u20ac\u2122ll let you inject a pixel ID number, but no proper code, so we don\u00e2\u20ac\u2122t get data on who was shopping, who abandoned their cart, and who purchased.<\/p>\n
We can\u00e2\u20ac\u2122t retarget the specific accounts to get them add tickets to the cart<\/p>\n
We can\u00e2\u20ac\u2122t send consumers that abandoned a cart a message getting them to purchase those tickets.<\/p>\n
We can\u00e2\u20ac\u2122t inject Hotjar code to see where people are getting stuck on the purchase page so we can change the sales copy.<\/p>\n
We can\u00e2\u20ac\u2122t inject attribution code to eliminate blind spots on platforms like Facebook Ads and determine which ads are working and which are not.<\/p>\n
We can\u00e2\u20ac\u2122t use the data to teach the algorithms to better identify who the artist\u00e2\u20ac\u2122s potential fans are!<\/p>\n
The venues are worse with good ol\u00e2\u20ac\u2122 Ethel who\u00e2\u20ac\u2122s worked the ticket counter since 1942 in charge of the online ticket platform.<\/p>\n
They get away with it because the artists and the industry\u00c2\u00a0aren\u00e2\u20ac\u2122t asking,\u00c2\u00a0but this kindergarten level approach to digital marketing would be mocked in true ecommerce.<\/p>\n
What happens when you go to Amazon to shop for a product but choose not to purchase? That product follows you around and you see it on every website, your gmail, your Facebook, etc.<\/p>\n
Can you imagine this kind of power marketing artists?<\/p>\n
The Lucian Grange\u00e2\u20ac\u2122s of our industry approach digital promotion by spending $50k-$100k and if a song doesn\u00e2\u20ac\u2122t go viral in 2 weeks, it\u00e2\u20ac\u2122s a failure and they pull it. The same approach to a radio single would be ridiculous, right?\u00c2\u00a0\u00e2\u20ac\u0153The singles been out for 2 weeks, but it\u00e2\u20ac\u2122s not a smash yet\u00e2\u20ac\u00a6let\u00e2\u20ac\u2122s pull it!\u00e2\u20ac\u009d<\/p>\n
The fundamentals of marketing,\u00c2\u00a0reach & frequency,\u00c2\u00a0are still the fundamentals, and the fundamentals still work. The strategies and tactics must change on a digital platform because it\u00e2\u20ac\u2122s consumed differently.<\/p>\n
Streaming is still the same ol\u00e2\u20ac\u2122 way of doing business through a distributor but on a digital platform. I\u00e2\u20ac\u2122ll remind everyone that the only value a distributor brings to a business deal is they have a relationship with the end-user that the creator of the product or service either can\u00e2\u20ac\u2122t have, like it was with physical product and record stores (although Columbia had one hell of an email list back in the day with their direct to fan mail marketing, didn\u00e2\u20ac\u2122t they?) orchoose not to have,\u00c2\u00a0like it is now.<\/p>\n
There\u00e2\u20ac\u2122s nothing internet savvy about the music business.<\/p>\n
Hollywood eventually figured it out. The studios and the networks began their own streaming services, eliminating the distribution middleman, and DECOMMODITIZING their products. You got young kids, you got Disney. Period. Your 5-old daughter doesn\u00e2\u20ac\u2122t give a flying F**K about your politics.<\/p>\n
Hollywood has your name, your email address, your credit card,\u00c2\u00a0and your data!<\/p>\n
Bob, I haven\u00e2\u20ac\u2122t had a live cable hookup in my home in the last 10 years, consequently that\u00e2\u20ac\u2122s the last time I saw a tampon commercial;\u00c2\u00a0they know I\u00e2\u20ac\u2122m not a buyer and they\u00e2\u20ac\u2122re not spending one penny marketing to me!\u00c2\u00a0\u00c2\u00a0However, any label trying to break an artist on radio today is purposefully paying a fortune to put their artist in front of people they know don\u00e2\u20ac\u2122t like him\/her or aren\u00e2\u20ac\u2122t ready to come into the market yet\u00e2\u20ac\u00a6I digress.<\/p>\n
But a supposed \u00e2\u20ac\u0153internet-savvy\u00e2\u20ac\u009d music business?\u00c2\u00a0 Puh-lease.<\/p>\n
You\u00e2\u20ac\u2122re absolutely right, Bob, the market retooled 30 years ago (do you even remember the name of your local travel agent anymore?). The music industry is still stuck in 1969 but with cool new digital toys.<\/p>\n
All is not lost though, Bob. Reach & frequency still apply, and miracles still happen when a compelling artist is regularly introduced to millions of people. Only now, we can tell who likes them!<\/p>\n
Sadly, the retooling won\u00e2\u20ac\u2122t happen until the bottom drops out of radio, because that\u00e2\u20ac\u2122s all this industry wants to know about.<\/p>\n
Johnny Dwinell<\/p>\n
Daredevil Production, LLC<\/p>\n
1604 8th\u00c2\u00a0Ave. S.<\/p>\n
Suite 340<\/p>\n
Nashville, TN 37203<\/p>\n
<\/p>","protected":false},"excerpt":{"rendered":"
Re: Breaking Records Hey Bob, I completely agree. You and I yearn for the visionaries, the Ahmets, Clives, Jerrys, Berrys, Herbs, Ricks, and Jimmys.\u00c2\u00a0 These were the noble chiefs who knew talent and took chances. Your label was deemed successful because you signed great acts like Led Zeppelin, The Carpenters, The Police, The Jackson 5, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2],"tags":[],"class_list":["post-21275","post","type-post","status-publish","format-standard","hentry","category-music-business"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p96vPs-5x9","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/21275","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/comments?post=21275"}],"version-history":[{"count":1,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/21275\/revisions"}],"predecessor-version":[{"id":21276,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/21275\/revisions\/21276"}],"wp:attachment":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/media?parent=21275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/categories?post=21275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/tags?post=21275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}