Andrew Dubber is a UK college professor, author and blogger at NewMusicStrategies.com. He’s also just published a 96 page how to eBook "20 Things You Must Know About Music Online" that we’re offering to Hypebot readers free here. It’s a very worthy read. Here are our few of my favorites:
- Don’t believe the hype: Sandi Thom, the Arctic Monkeys and Lily Allen are not super famous, rich and successful because of MySpace, and nor because they miraculously drew a crowd of thousands to their homegrown webcast. PR, traditional media, record labels and money were all involved.
- Web 2.0: Forget being a destination — become an environment. Let your customers tag and sort your catalogue. Open up for user-generated content. Your website is not a brochure — it’s a place where people gather and connect with you and with each other.
- Cross-promote: Your online stuff is not a replacement for your offline stuff, and nor does it exist independently of it. Figure out how to make the two genuinely intersect.
- Forget product — sell relationship: The old model of music business is dominated by the sale of an individual artefact for a set sum of money. iTunes is still completely old school. The new model is about starting an ongoing economic relationship with a community of fans.
Dubber will also be guest blogging on Hypebot later this week.
