July 22, 2008
Christianity Today's music section has a piece about Centricity Records. I love Centricity -- they're one of the few labels out there that were willing to talk to a little podcaster like he was an important part of promoting their artists. They get podcasting like few other labels do. And the music is good.
There aren't many labels right now that get new media, or even electronic marketing and the use of the Internet. They have a MySpace page, they have a website. But beyond that, they're stuck in the old school attitudes toward marketing. They are missing the whole "Web 2.0" boat, and that's a shame.
The Internet is getting back to it's social roots. It's returning to the Usenet days, when community was built around a subject. I'm not sayi8ng anything really new here, but it bears emphasizing -- to make full use of new technology, you've got to be social, you have to have a new media strategy beyond "ignore them, and they'll go away."
Because guess what? They will go away. And you'll lose. Watch what's happening with the music industry right now. They're going nuts trying to figure out how to deal with digital music and portable MP3 players. The radio industry is trying to figure out how to deal with people who want to listen to their own playlists and not the station's playlist. So far, all they've done is stick their fingers in their ears and make "nanananananana" noises, hoping this new technology will go away. They've been doing it since high-speed Internet connections made streaming music (and video) possible. They'll still be doing it when the next big thing comes out. ANd eventually, they'll go out of business.
I'm thankful for labels like Centricity, who actually get it. It means that artists will have options in the future. And it means that the rest of us will, too.
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