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Judah Kim

This article was only informative in that it tells you what is happening and what NOT to do. i.e. Most DIY musicians are not getting enough likes, and Don't sell on Facebook, just get people aware...and that this is an attention economy

There are no answers here. The title is extremely misleading...

but I guess you got my attention ;/


You make some very important points Mike. Social Media is a tool not a magic wand as some believe. The 80/20 rule is always in affect no matter what business you are in. Being a fan, a blogger and a DIY advocate I often wonder about what will become of the music fan. Our time is stretched thin and we are hit with so much stuff that music just doesn't hold the same importance for folks. For an emerging artist or DIY artist or even a Pop Culture artist it seems that having content that matters is more important than the music. What is YOUR STORY? We can listen to the music almost anytime and almost anywhere. What we want is an experience, social media is only part of it. I hope artist seek the help they need to capture the feelings once reserved for those gems of yesteryear.

Freddy Walker

I have to agree with Judah. I'm a huge fan of this site and TechDirt and I would love to see a follow-up with examples of methodologies which ARE working, including a concrete example of an artist using low-cost methodologies to convert fans in social media. Mike, thanks for the info and I look forward to hearing more.


Kenneth Tyler

This should be re-titled "Why social media fails at generating income."


I agree with Judah; bad title, but still, very interesting content ! Thanks.

Karen Waldrup

I guess we all are looking for the magic wand when it comes to social media. As an independent female touring artist with over 1,000 Facebook likes, I find the bigger challenge is keeping up with social media on the road and being an artist making great music. I was hoping the article would have some advice on clever social media ideas. I agree content is huge and I photo blog from all over the US. But what ways can I drive "conversions" or "downloads". Guess I should get to thinking... -Karen Waldrup Songwriter Bravo TV Platinum Hit. Nashville, TN

Gray Blue

C'mon, mike - you didn't mention one of the largest key differentiation points here between music and the consumer goods stats that you've mentioned (coke, mattress, googling) - the MUSIC! music itself is an engine of awareness generation, and can't be taken out of the equations. Sure, we can look at forrester data and gain some useful data - but it's still not tailored to the behavior of music consumption.

People recommend new bands, artists, and music far more socially than they do consumer hard/softgoods, purely by the nature of the product itself, and the intrinsic social behaviors attached to it. you can certainly glean some data from the lessons learned by consumer brands, but those datapoints are nothing without legitimate insight and analysis including the addition of music-centric behaviors, both on and offline.

(disclaimer - mike's a friend and colleague)

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