Why A Music Social Network Won't Succeed – Less Fan Interest Than We Imagine [INTERVIEW] - hypebot

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Jim Breadbone

Great interview. There are some really interesting points made here. Rather than counter or disagree I'm gonna take some time to digest all these points. Good stuff!

TM101 Radio

Me being and avid supporter of independent musicians and running an Internet Radio Station that only plays Independent Hip Hop Music...I seen and know alot of well known underground artists trying to create their own community on sites like ning and unfortunately they fail miserably. I think in this day and age of Information Overload a person is to fickle to give all his/her attention to just one artist like that and be an active member in a community. Just my 2 cents..

Suzanne Lainson

I've been a member of various online communities since 1993. It's always interesting to see how they form and what keeps them going. Generally people come together to discuss a certain idea. If there aren't enough people, there's not enough critical mass to keep the conversation going. If there are too many people, the conversations get bogged down and people either start leaving or they find ways to split off into smaller, most forcused groups.

Facebook is interesting is that each friend page is a potential community built around that friend. And the people exchanging comments at each photo, link, status update, etc. are connected to the friend in different ways. So they come together to make a comment on a specific object, and then they disappear again into the bigger Facebook mass. So you see a lot of fluidity where people can drop in and drop out at whim.

The big question is why we have the online and offline friends we do and what keeps us in contact with them. Often our friendships form because we are thrown together in school, at the office, or in the neighborhood and then we build up enough shared experiences to create a lasting friendship. That dynamic tends not to happen in the online world where we seek out each other because of shared interests and then part when we no longer share the interest.

Chancius

This article has made me happy and sad at the same time. Most well informed talk I've seen in a long time about the music industry now. I've been saying for quite a while that all these websites offering artists to connect with their fans and possibly make new ones is a waste of time! I'm an independent musician and there is no WAY I can keep up with it all and when I have, nothing much ever comes from it.

At the moment I think there are really only three sites that should have time dedicated to with up to date info which are an artist's own website, Facebook, and an industry gig/promotion/networking site (for me it's Sonicbids). Every artist or band should obviously have a website as their main hub to represent themselves in all areas. Facebook being THE social network is obviously where any musician should be to keep up recognition of themselves and attract new fans. I use Sonicbids because it's easy to use and update, but mostly because it links me to opportunities to advance my career (which can be done for
free or at a price).

Unless you've got the backing of a major label (which is getting harder and harder to accomplish) you won't have the marketing to put your name and face everywhere on the planet and your going to be forced to market and handle these things yourself and there is only so much one can do.

Free downloads of my album at www.chancius.com

Jeremy

Thank you, Kevin Leflar, many times over, for this:

"With respect to music in particular it is important to remember that the majority of fans are passionate only about the music. Listening to their favorite music may be an entirely personal experience for some. They don't care what other people think about the music they listen to any more than they wish to share their own experience with it."

I am so tired of the social media zealots forever pushing this idea that music is inherently "social." It's inherently social to someone selling a social media web site or application. (To a hammer, everything looks like a nail.) But no, it's what you've said: this is not how a majority of music fans experience music.

I have rarely if ever seen any Web 2.0 pundit or entrepreneur state this so plainly. I hope this level of unclouded thinking is a new trend, both here on Hypebot and in the greater world.

Catherine Hol

@Jeremy - I agree that Kevin makes a very important point there (regarding fans being passionate about the music, rather than the artist).

I've always thought that the kind of "fans" spoken of in so many articles bear no resemblance to myself and the other music lovers I know. Most ardent music lovers I know love specific tracks or albums - and it's rare that they love absolutely everything an artist has ever done. Even more rarely do they "hero worship" artists, and wouldn't be that bothered about buying an artist's merch.

As Kevin says; "The likelihood goes up that the music fan will become more interested in the artist if the same artist produces a number of songs that impact them. At that point they may investigate to see what is online or buy a ticket to a concert."

For music lovers - rather than "fanatics" - it really is all about the MUSIC.

Suzanne Lainson

I think decline of fandom is something music industry professionals are going to have to deal with, but don't want to. A lot of the direct-to-fan concepts are based on the idea that there will be a community of fans who will buy whatever the artist is selling: merchandise, special events, etc. So we keep hearing: just give away the music, and then you can sell special packages that run from $15 to $10,000.

I keep countering that as music is evolving, people are seeing themselves less as loyal fans who can be counted on to spend money on their musical idols, and more as participants in the whole process. That's been a hard concept for a lot of music industry folks and musicians to grasp.

The problem I have had with a lot of the "new music business models" is that they are a lot like the "old music business models," just smaller. Everyone is being promised that they can be their own mini-music companies, where they will put out music and fans will come and buy something from them. There will be adoring "tribes" built around the musicians.

But I'm not sure we can count on that, especially when you have millions of musicians all trying to do the same thing.

corina

Agree and disagree with a lot of this interview... I'll only say that communities designed to push fame and sell wares will never succeed in the long run.

Community resiliency comes from engagement, which generally comes from good fresh content. If a music community is designed to deliver constantly new content, it doesn't matter how short the fame cycle is... only that the community continues to grow its numbers and expand its offering.

Glenn

The average listener is satisfied with simple, repetitive music.

Computer technology now makes it extremely easy to create simple, repetitive music.

Result: music that satisfies the average listener is falling upon us online in an absolute avalanche.

There is more than anyone needs or wants. Hence it is free, and most is not noticed.

hockey har

"With respect to music in particular it is important to remember that the majority of fans are passionate only about the music." I disagree with the notion that the average music fan does not care about the artist that creates the music they listen to. That is the definition of the word Fan short for fanatic. Pop music, which is in terms of money the biggest genre of music, is based solely on artist worship with the music somewhat secondary. So social media is a way that the average fan can connect with an artist on a level the fan is familiar with. Almost like the virtual backstage pass.

jstone

Soundlion.com check it out

jospeh Harton

apparently this guy never heard of therealtechn9ne.com shits been blowin up but then again tech isnt a one note joke like most artists these days lol

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