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# Guest Commentary: Andrew Dubber Says Global Markeplace Does Not Mean Global Success
- URL: https://www.hypebot.com/guest_commentar/
- Published: 2007-06-14T06:15:51.000Z
- Updated: 2007-06-14T06:15:51.000Z
- Description: From Andrew Dubber @ NewMusicStrategies Despite the fact that the internet is a theoretically boundary-less environment for the production, promotion and distribution of music, it’s clear that geography still plays. Continue reading [https://www.hypebot.com/hypebot/2007/06/guest_commentar.html]
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Music Marketing, #wp, #wp-post, #Import 2026-01-21 11:06

[![Andrew_dubber](https://hypebot.typepad.com/hypebot/images/2007/06/14/andrew_dubber.jpg "Andrew_dubber")](http://hypebot.typepad.com/.shared/image.html?/photos/uncategorized/2007/06/14/andrew%5Fdubber.jpg&ref=hypebot.com)

****From Andrew Dubber @ [NewMusicStrategies](http://newmusicstrategies.com/?ref=hypebot.com)**

Despite the fact that the internet is a theoretically boundary-less environment for the production, promotion and distribution of music, it’s clear that geography still plays a major role in the work of even the most connected music business.

Particularly outside of the United States, there is still a wall — both real and imagined — between local music success and international acceptance.

An [ambitious contact in Jakarta](http://herdioflo.blogspot.com/?ref=hypebot.com) reports that despite a local population of 250 million plus inhabitants, with  
an internet penetration of around 10% (that’s still 25 million people!), most Indonesian

[![Earth](https://hypebot.typepad.com/hypebot/images/2007/06/14/earth.jpg "Earth")](http://hypebot.typepad.com/.shared/image.html?/photos/uncategorized/2007/06/14/earth.jpg&ref=hypebot.com)

musicians and music companies don’t bother with the internet as part of their daily business.

In New Zealand, there’s been a groundswell of both pride and investment in local popular music in recent years, and this is reflected in the online presence of some of [the artists](http://www.fatfreddys.com/?ref=hypebot.com) and [labels](http://archhill.co.nz/?ref=hypebot.com). But breaking into the global music world requires a real leap of faith, capital and marketing muscle, even on a modest scale.  
**(more after the jump)**

Visits to global industry events such as [PopKomm](http://www1.messe-berlin.de/vip8%5F1/website/MesseBerlin/htdocs/www.popkomm/index%5Fe/index.html?ref=hypebot.com), [SXSW](http://2007.sxsw.com/?ref=hypebot.com) and [MIDEM](http://www.midem.com/?ref=hypebot.com)  
are an expensive proposition — particularly for many independent  
musicians working outside of America and Europe — and there’s a  
perception that music businesses outside the easy reach of the London,  
New York & LA music centres are out of the global loop.

But the internet does not just do worldwide web. It’s also very good at  
constructing the local web. Music businesses whose constituencies are  
very localised find that the tools it provides (forums, blogs, social  
networks, and so on) are powerful reinforcing technologies that support  
and enhance flyering, posters and local radio promotion.

In other words, the internet is not just a tool for export — it’s a  
way of engaging in the local music scene and providing fans with an  
easy way to interact, recommend and engage with your music in an  
economic fashion.

> **Andrew Dubber is the Senior Lecturer in Music Industries at the University of Central England in Birmingham. He is a researcher, music industry consultant, public speaker and author. His blog [New Music Strategies](http://www.newmusicstrategies.com/?ref=hypebot.com) helps independent music businesses in the online environment.**