Daily D.I.Y. – The Straddle
"Marketing today is a straddle between the online world and the offline
world. Only those who do the straddle right will survive. Err too far
online, you fail."
"…it was the straddle that really allows REM to leverage the tech. That is, it’s their interplay between their offline world (touring) and their online world that allows them to be successful."
"…the reason Facebook is just crushing MySpace…is because Facebook helps them do the straddle; while MySpace is a closed online only experience." – George Howard @ 9 Giant Steps
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Of course. It had nothing to do with the fact that REM was, for over 20 years, one of the most successful bands, or that they had a huge pr machine behind them.
I could be reading this out of context, but a lot of these “success” stories are tagged with bands that are more in their twilight than dawn of their, to me, wildly successful careers.
Today’s Corey Smith story at Berkleemusicblog would be a far better example to me, and even that still has the jam-band-esque-live-is-more-imoportant-than-records theme.
It’s an excerpt from a longer piece. in the longer piece I talk about people like Jonathan Coulton, etc.
best,
George
Excellent advice. It’s easy to get caught up in the online world, where everything is instant gratification. Musicians forget that lifelong fans are made through the daily grind of touring, performing in public, and connecting with people in the flesh.
Ah, MUCH better example! REM has been a success since I was 10. I wholeheartedly agree with you about doing both on/offline marketing.