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# Free Whitepaper: 20 Things You Must Know About Music Online
- URL: https://www.hypebot.com/free_ebook_20_t/
- Published: 2007-06-12T05:30:00.000Z
- Updated: 2007-06-12T05:30:00.000Z
- Description: 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". Continue reading [https://www.hypebot.com/hypebot/2007/06/free_ebook_20_t.html]
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Music Marketing, #wp, #wp-post, #Import 2026-01-21 11:06

Andrew Dubber is a UK college professor, author and blogger at [NewMusicStrategies.com](http://newmusicstrategies.com/?ref=hypebot.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](http://newmusicstrategies.com/ebook/download/?ref=hypebot.com).**  It’s a very worthy read. Here are our few of my favorites:

[![Andrew_dubber](https://hypebot.typepad.com/hypebot/images/2007/06/09/andrew_dubber.jpg "Andrew_dubber")](http://hypebot.typepad.com/.shared/image.html?/photos/uncategorized/2007/06/09/andrew%5Fdubber.jpg&ref=hypebot.com)

- **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.