1. there is nothing modern or new about this thinking. this is how record have always been marketed, long before anybody even heard the word internet.

  2. Hey old record guy,
    No doubt about it. I recorded this interview in ’06. It’s cool (slightly shocking) that it’s circulating now, but I agree with you that there’s a lot NOT covered in this vid. I do think that it’s useful to know how the traditional model operates, and I think online can work to compliment your traditional efforts. I’m a huge fan of online direct to fan efforts, but I think they work best when implemented in tandem with other more traditional/physical efforts too.

  3. Mike;
    I tried for YEARS to convince sales, press promotion and marketing guys that online needed to be integrated into the overall plan, but for a long time, they kept online out of the sandbox. This allowed (required) new media folks to be very creative. Funny now that every marketing plan now starts with online, and some people make the mistake of thinking the physical/old world stuff is no longer important. It’s a reverse mistake, so it was nice to see that someone is recommending an integrated approach!

  4. Mike,
    I wish online promotion really impacted sales, but it’s too diverse to really impact. That’s good and bad.
    Online efforts will only get you so far.
    Physical efforts will get you more, but also only so far.

  5. I think the main point of created an integrated marketing plan still stands a strong concept. On-line is a great spoke in the wheel but to be really effective all angels should be covered. The new model of on-line focused, direct to the fan marketing, can provide great success but it should be noted that it’s a slow burn. Creating an engaged fan base takes a lot of time and creative out reach. It can be highly effective but only if well executed.

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