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I've actually been back over a week but I quickly realised I wasn't going to just slot back into where my head was at before I attempted to do a 14 date tour while keeping kurb steaming along . . . as if that was ever gonna happen! More on that later.
Now by the end of july I had started to get a pretty good grasp on where things were headed from the crossroads of music and technology – and how what kurb does fits into that - the big question was the same one most clued up people are asking . . . we understand the direction new technology is taking the music industry, we're just not sure how to make money off it. Yet.
Many of the experts I follow almost religiously (Andrew Dubber, Gerd Leonhard, Bob Lefsetz) Seem to advocate an almost blind faith in a theoretical premise that if you're creating value (i.e free downloads) for users through content (Your songs etc.) and you can build recognition for your brand, you're gonna make some money one way or the other.
One fascinating thing Bob keeps banging on about is how little money there really is left in Top 40 music - his inference is that the people who listen to that music don't really care about it. Most of the biggest earning acts in the US are country acts I've barely ever heard of.
I keep referring back to local D'n B act Concord Dawn, who have accepted that filesharing is the reason they get good money playing to full houses in obscure east European cities they've barely heard of. Those who are the first to embrace the new technology will be the first to benefit.
Anyway, I didn't want to come back on it after my trip without something solid for people to get stuck into. Here's Gerd Leonhards latest slide on revenue streams.
Look at that. I think I'll have to take the time to analyse this in more detail at a later date.
For those looking at Kurbs agency fees of $200-300 p/month obviously it would be wonderful for us to guarantee a return on your investment, but like so many other comparable business models, building an enterprise in the music industry is about investing in your personal brand and creating value in it before seeing a return. Kurb is a business modelling itself to allow artists to take advantage of any proven opportunity the internet is creating an income from the content and brand provided by an artist.
So its situation Normal back at Kurb – you got New Zealand cheapest rates on short cd, dvd and poster runs – we're not talking about high end production standards we're talking about facilitating a multi level promotions strategy on a budget. We don't charge set up fees for graphics plus free delivery in New Zealand on all posters and CD's means you save on heaps of hidden costs on top of the saving you've already made.
So then it's about tackling the whole online situation because however you choose to see it, the internet is continuing to expand its ever growing influence on the music industry. This certainly doesn't mean we should turn our backs completely on traditional means, but in a country like New Zealand (where musicians are really feeling the pinch in a tiny market) you've got to be enthusiastic about how many more opportunities present themselves on a global level. I know this is pretty basic stuff but I'm just settling back in and all.
Though Kurb's key online strategies for artists can be divided into two distinct areas – Social (Myspace, Bebo, Facebook etc.) and Video (Youtube etc.) it's grounded in a concept that the artist is creating content (music, video, blogs, etc.) and we support the artist by mass distributing this content using all the "exclusive insider knowledge" (oooh! aaahhh!) I've built up - building and feeding a massive electronic information distribution network of digital pathways (profile pages, mp3 streaming, mini sites, blogs - lots of blogs) that reinforce themselves - and of course our particular skills and techniques for drawing on the massive audiences and opportunities for exposure and key network contacts created by a number of prominent internet communities – starting with this one.
Again, a future topic will definitely touch more how social networking is evolving – and more technical specifics of what I do for artists in networking and video promotion and why you've really got to approach your whole online marketing in terms of developing and maintaining a content "eco system" for your fans – it's not enough to have a free download on myspace or a cool video on youtube it will never be that simple anymore no matter what the press say.
I'm still watching the competition but still am not aware of anyone else doing everything I'm doing. When I'm talking about the techniques I use with Kurb I'm not talking about getting in amongst the throng, I'm talking about cutting through it and standing out - and using as many electronic loopholes and shortcuts as I'm aware of to get there.
I'm really excited about working with more artists and entrepreneurs who are serious about realising a vision and creating attention for those who are serious about delivering something people will treasure and gives them meaning. It's a really exciting time because what the internet has done is created an environment where quality and substance really does shine out amongst all the crap and for the first time in a while if you haven't got something to offer that's original and authentic you simply wont last.
I'm just getting back into it so drop me a line at kurbpromo@gmail.com
cheers, Matt
Kurb - a promotions company for artists serious about using the most effective online techniques to market their music. Come by our page and read our blogs on how the music industry is fundamentally changing now or check out:
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Cheers and all the best with your music from Kurb
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