I know, I know – I have got a lot of nerve suggesting that you behave like the infamous retail store, which has contributed to the decline of the addled music industry. Hear me out though.
Walmart is known as the loss leader king. Basically they sell certain items at or below cost, so that they can drive traffic to their stores. They take a loss from selling those products, but know that people will usually buy other things in the store that are priced for profit. Regardless of how you feel about the Walmart brand, this idea is pretty clever. Many retail shops have adopted this practice and most of us are none the wiser. That is why I make the suggestion to you, Mr. or Miss Music Act X.
One of the biggest problems many artists have is understanding the nature of the product life cycle. If it were understood more, there would be more time put into the marketing of independent music projects before they get released. You know what I mean. Take a look at the image to the right. Us fancy marketing people know that your musical products are going to hit a maturity point and then decline. You should be just as mindful. Your product will hit a peak and take a dive. That can be 50 CDs sold at one show or it can be 200 downloads on your website. Eventually, everyone that really wants your product will have it and then you will be left to work on getting repeat business (ie, more music).
Now what does this have to do with Walmart?
Continue reading Music Marketing Suggestion: Be Like Walmart
After much thought and a little prodding from fellow Detroiters that seem to know members of your collective, I have decided to write this open letter to you. At the time of penning this, the festival is less than two weeks away now. In researching things leading up to the festival, I recently found that your site was down for over two days, which is a bit disappointing coming from an organization that appreciates electronic-based content. Granted, I know we are talking about music and not the web, but one would think they would go hand-in-hand. Not to mention, the fact that the user experience of your website is a bit off-putting is also fairly disconcerting.
A quick introduction, I am not what you may consider a diehard electronic music fan. I appreciate all forms of music, but my formative teenage years were spent listening to Wu Tang, De La Soul and Boot Camp Clik. I grew up listening to The Electrifying Mojo, but it was in my college years that I began to pay more attention to electronic-based music. This letter is not about me though. It is more about what is being observed and the things I have gathered when talking to people that have been behind the scenes.
In the past, I have heard people make mention that your organization is cheap. I have grown to look at it as jealousy, because the sources never seemed to be doing anything comparable to give reason for me to really give creedence to their put-downs. That was until I had a friend who was hired to do some work with you guys in which I got a taste of what your leadership was like. Unfortunately, myopic was the takeaway word that came to mind when I was exposed to the potential squandered.
Let it be known that I respect the level of organization that you guys have inserted into the historically-dysfunctional festival. I admit I balked when we had to pay for tickets to enter a once-free festival, but that was when I was young and dumb. As a less-dumb but still young business owner, I understand your need to produce an event that can actually generate revenue. I could not be more in your corner in that regard; naysayers – whether in the streets or on the DetroitLuv forums – need to find another bridge to troll under.
That said, there is a big opportunity that you have been letting slip away from any major success for the Movement festival. The one thing our poor city of Detroit is terribly lacking is its sense of community. Electronic music has been our claim-to-fame forever, but we have yet to really own it like we should as a community. The Movement Festival should be our opportunity to do it, but it should not end there. Paxahau officially posts information on the aforementioned DetroitLuv forums. Why not provide more incentives for the community to support you? I guarantee the number of trolls will go down when the stories of your giving back, or however it is phrased, in your way to keep the community flourishing. Whether you care about that is another conversation altogether though.
Continue reading An Open Letter to Paxahau