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I really enjoyed all this expert opinion!

Suzanne Lainson

They want events that they can say they were a part of. The product they buy at the end is less the point and more of a takeaway, a souvenir to show that they were there, that they belonged.

I think that is the important point and why it will be hard to maximize direct-to-fan online. It's about getting something from the show, and even better, talking to the musicians at the merchandise table and getting them to sign whatever you've bought from them.

Direct-to-fan is hard to scale in many cases. Now it is possible for a musician to create a brand, but in that case you're competing with non-music merchandise. You've got to know how to design stuff that will sell on its own because it looks good, not just because it has a band logo.


Great article. Direct to fan/consumer platforms are as good as the person using it are.

These platforms do have there drawbacks but so does the big box platforms such as iTunes, Google Play, Spotify,etc. If you look at how much upfront capital is required to get placed on those big platforms it is next near impossible for the smaller to medium sized artist to advertise on these platforms to promote their music.

Since most big box platforms require smaller to medium sized artist to use a content aggregator to gain access to there platform, the artist cannot freely exploit their music the way that best suits them because the aggregator charges the artist every time they submit music and the big box platform can still reject the artist content for whatever reason they see fit.

Those platforms are not a bad choice to use once your well established but as this article states the bulk of artist might make minimum wage from their music; so how many of those artist will have the resources to compete on a big box platform?

The one big box platform that is the least expensive to get on is, Google Play. The artist can deal directly with Google Play, can upload as much as they would like and there content is available to smartphones, tablets and smart Tvs.

Now direct to consumer platforms allow the artist to engage an audience in the nest way they need to; Allowing the artist to experiment with different business models that once were only reserved for the bigger artist. The issue with direct to consumer platforms is the artist needs to invest sweat equity in to them so they can understand their audience better. Lets be honest, most artist don't want to have to do that, it's tough and usually requires you to learn technical principals that will take attention away from them producing music.

When it's all said and done, the success and failure rate for musicians will stay the same, a few will make a living from it, while the majority will have to enjoy it as a hobby to pass time away with.

Insightful article


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