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ITunes, Soundcloud, Amazon Music, Spotify, Pandora… These are many different digital music streaming websites. Even though it is not as popular, one site in particular uniquely sticks out from the others, it is called Bandcamp. There are several reasons as to why I think Bandcamp is the best for active marketing. If I had to suggest this website to music users, I would highly recommend it. The first thing I noticed when visiting the site is the layout. It is easy to navigate and look up specific artists when looking to download files and read/learn more about the artists you’re searching for. The website is free for users. So putting media on the website costs nothing. The only thing that needs to be provided is PayPal information for users to receive their money when consumers buy their media. Bandcamp provides users with the statistics of their music, so they’ll know how many views their music has, how many downloads were made, and when it has been posted to social media or when a widget is added to blogs.
In the last decade, the drastic changes within the modern day music industry involving business and marketing have led to many different strategies for revenual success. But one of the most popular business models is CWF+RTB, also known as “connect-with-fans + reason-to-buy”.
This business model has been highly debated for almost ten years. Trent Reznor, from the band Nine Inch Nails, came up with this concept to connect with his fans and is the epitome of someone who has been successful utilizing this model each time it has been attempted.
CWF+RTB is a smart way to engage fans with each other and within the music, but the only way for them to want to gain interest is if they are energized and excited about it. Providing free downloads with the exchange of an email address is a great way to create a fan database and keep them updated on information. Many people will argue that releasing things for free decreases the value of the music but in essence, if something is great, it will remain great regardless of it’s price.
An example of an artist that utilized this concept other than Reznor is rapper Tyler, The Creator. Once he reached a height of fame, he engaged his fans in buying packages that came along with albums not only for himself, but every artist he had on the Odd Future label. In 2013, Tyler made $100,000 alone off of his branded “GolfWang” socks. He then changed the game when he created the Odd Future Carnival with many popular artists on the line-up to preform, many Odd Future themed games and rides, a merchandise booth for selling of the OF clothing line, music from the various artists in the group, and artist meet-and-greets. By creating events or items like so, it gives the fans a feeling to be more connected and a special feeling for attending and acquiring limited edition and exclusive items and events.
No one can deny how much the internet has drastically effected the music industry as it constantly changes at a rapid rate. There are many “pros-and-cons” to sharing music on the internet, but one of the earliest issues the internet has made is the easy access to music sharing websites (Napster, BitTorrent, LimeWire) and file conversion websites (YouTube to MP3, Soundcloud to MP3) to illegally download music which has sparked the idea and creation of music-streaming websites (Spotify, TIDAL, Pandora) to be able to give artists the royalties they deserve. As for the benefits surrounding sharing music on the internet, it is easier for independent artists to create a global audience without the assistance of a music label, but it’s hard for artists to make music, in fact, it’s quite rare.
When artists release music, due to the internet it allows artists to connect with audiences all over the world. This is beneficial to the artists, as it gives the artist 100% free creative control and their profit isn’t shared if they were to have the backing of a label. It also gives free promotion, and in some cases, artists are discovered for their work, as I’m sure you’ve heard of many successful artists who got their start on YouTube, or more recently, Soundcloud. Examples of current artists who have made their success based off the internet is Lil Yachty and Chance the Rapper. In recent years, due to the many advances of the internet and technology, it has become quite easy to obtain music (at a cheaper price or for free a.k.a. stealing it by illegal download). But the business portion of the music industry has dealt with difficulty of making revenue just because of this technology. When music is illegally downloaded or stolen, no royalties are made and given to artists. Many income that is lost is made up by artists by touring. Many different solutions have been tried as music-streaming websites like Spotify or Apple Music charge users a certain price per month so artists will receive royalties for their monthly streaming. Today, this is only a small solution to the problem, and it is far from being resolved. So while the music industry has changed drastically due to the internet, there are many positives and negative effects. But without it, we wouldn’t have as many successful entrepreneurs as we do today.
Lawrence E. Page, one of two inventors of Google, the world’s most popular internet search engine, was born March 26th, 1973 in Lansing, Michigan. The root of Page’s incredible intelligence began at a young age. At six years old, he was surrounded by all different types of gadgets, computers, and science magazines. Soon after discovering his interest, Page and his brother would spend time to teach themselves how to properly take things apart and put them back together. These items were at hand around Page’s childhood home as both of his parents had careers in the computing/science fields. Page’s father was one of the first PhD graduates at the University of Michigan who then became a professor of computer science at Michigan State University while Page’s mother was a professor at the University of Michigan teaching computer programming.
Lawrence Page grew up to graduate from the University of Michigan in 1994 with honors with a bachelor of science in computer engineering. The following year in March 1995, Lawrence Page and Sergey Brin (the second inventor of Google) met at Stanford University when Brin was assigned to lead new students around the campus to familiarize them with their surroundings. As Page was apart of this group, it is said that Page and Brin did not get along and argued throughout the entire tour. Subsequently to the tour, Page and Brin quickly became close friends. They then began a research project together. Their project soon became the foundation structure for the beginning blueprints of Google.
A fellow PhD at Stanford, a woman by the name of Susan Wojcicki was considered the first “Google employee” as she worked alongside Page and Brin. They launched a very early version of Google on a Stanford domain name. But in 1998, Brin, Page, and Wojcicki launched Google under the domain name Google.com in Wojcicki’s garage. The launch was reportedly successful as soon after, Page and Brin received a $100,000 investment from Andy Bachtolsheim, he played a major financial role in their success in the beginning. As this was a huge break of success for Google, time and money was incredibly crucial in the beginning. After receiving the $100K, Page and Brin went to Burger King for breakfast to celebrate. In 2001, the company was officially incorporated into Google.com. Their company mission statement was “to organize the world’s information and make it universally accessible and useful.” Eric Schmidt was made CEO while Brin and Page were in charge of products and technology.
Over the next fifteen years, Google’s success skyrocketed. Larry Page and Sergei Brin both dropped out of Stanford to focus on their new company as Google was receiving searches from eighteen million people per day. Multiple language versions were developed such as French, Italian, German, Swedish, Finnish, Spanish, Portuguese, Dutch, Danish, Chinese, Japanese, and Korean. Google then became a publically traded company on August 19th, 2004, trading on the NASDAQ. Only through their second stock offering, Google raised $4.2 billion. Applications such as Google Maps, Google Earth, YouTube, Gmail, and iGoogle were added to the website, and then developed the first Google web browser, Chrome. Today, Forbes has named Larry Page has been named, alongside Sergey Brin, as fifth most powerful people in the world.
With the fast paced information in today’s modern technology, according to Trent Reznor, establishing one’s self as an artist and creating a high level profile is easier than it used to be. I agree with Reznor’s statement as such because his points are so quite accurate. People are easily able to create and produce their own music and upload it to the internet and promote it.. for free! “The database you are amassing should not be abused, but used to inform people that are interested in what you do when you have something going on. like a few shows, or a new tour, or a webcast, etc. Have your myspace page, but get a site outside of Myspace,- it’s dying and cheap/generic… Make it simple to navigate and easy to find and hear music (but don’t autoplay) … play shows, making interesting things. Be interesting. BE REAL. NEVER CHASE TRENDS.” Due to modern technology, digital artists have an easier time networking throughout the web than rock bands do. Especially in the mobile phone expansion phase, since everything is now web-enabled, everything is easily accessible. A perfect example of a digital artist who utilized this technological networking fashion is the now commonly known rapper, Lil Yachty. Although personally, I am not a fan of his music, but the story of his rise to fame is simple. Lil Yachty made his debut in late 2016 when his single “One Night” went viral after being used as background music for a comedy video on YouTube. This caught the attention of the commonly known artist, Drake, and the attention of his label, OVO Sound Radio, where Yachty’s 2nd most popular song, “Minnesota”, was streamed live. His success is now history in the making.
This way of being “discovered” in the music industry has helped artists to free range create because under a label’s “system”, some artists are only able to have so much control. Compared to the “old way” of being “discovered”, he music industry has reached the future of the creative industries, to have 100% creative control. Another example of an artist who refuses to be signed to a label is Chance the Rapper. He recently made history winning three Grammy’s without being signed to a label or selling one song. All of his music is streamed for free.
I would consider my favorite aesthetics and interests to be quite contrasted. Some are light, pretty, and eccentric, similar to a rainbow. Some are dark, ugly, and bizarre, similar to a storm. But, if I had to choose two words to describe my likes and interests, I would say classy and eccentric. The best examples to show my broad range of interests are from 1930’s vintage cartoons including the production arrangements and background jazz music of Cab Calloway and the voice of Betty Boop, Mae Questal to the pop music and fashion of Lady Gaga.
My name is Chesne Elizabeth Kaufman, but I spell Chesne like Chezne (chez-knee) because people pronounce it wrong all the time. I was born December 6th, 1997, and was raised in Wayzata, Minnesota but just recently moved to downtown Minneapolis. One thing I am incredibly passionate about like so many others is music. I like to rap but I love to sing. I am here at IPR to retain knowledge and educate myself as much as I can in all aspects surrounding music and the music industry, but my biggest goal and dream is to one day make it as a successful artist.