Tuesday, August 04, 2009

Gerd Leonard: How Musicians can Thrive in the "Link Economy"

Berklee Today features an interesting interview with media futurist and Berklee grad Gerd Leonard. His comments are in line with what we have heard from several forward-thinking people, such as Trent Reznor (see his comments here.) I think his main point is that artists need to think in terms of their "brand" rather than their "product." Take, for instance, this quote:
"In the new music economy, you need to build an audience and energize them to act on your behalf and forward your music virally. Later, they can become paying customers. Don't ask them for their money first. Once fans are sold on you, you'll be able to 'upsell' them special shows, backstage passes, webcasts, a live concert download, a multimedia product, your iPhone application, a premium package for $75."

Read the full article here, and you might want to follow his blog as well.
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