JaysonAmbrose.com

Last year, we were talking to a record label about how they could use our social media platform Media Factory to better engage fans and maybe make money again.

My gut feeling then was that the future of artist-fan relationships was in a personal subscription model. As part of my research, I joined Take This Oath, the Killswitch Engage fan club. There was no way to preview the content of the fan club site, but for $30/year I got a “free” tshirt and access to exclusive content. I was pretty disappointed to find 2 videos (not even all their videos available on their own main band site) and one blog post.

Recently, we have seen several new instances of labels letting Apple innovate for them, both in the space of artist subscriptions.

First was the self-release of the Presidents of the United States of America discography as an iphone app for $3.75CDN.

On the good side is the idea that The Presidents can send blog updates, exclusive content, concert dates, etc to their fans.

On the terrible side is the fact that you can only access the music on your iphone and only via that application! Nope, can’t get those tunes in iTunes. Add to that you can only stream the music, and we have a loser on your hands (especially if you are Canadian and don’t get all-you-can-eat data for your iPhone).

Even more recently is the launch of iTunes Pass. Basically, this a super-fancy podcast behind a transaction. Again, I think the idea of subscribing to a band is an excellent one, but this feels a bit too little, too late. Currently, there is only band, Depeche Mode (egads) offering this service, with surely more to follow if this does anything other than tank.

If I was still in a band, this is what I would do:

• Hire a very outgoing, super-fan friend to be your manager.
• Setup a decent, non-Flash site
• Sell fan club memberships for $10 per year
• Put everything ever recorded, shot on video or photo on the site
• In the case of KSE present a genealogy of all the bands the members have ever played in, post all media you have of these bands and links to their fan club sites
• Encourage fans at every show to upload their pictures and video to the fan site
• Have monthly contests for best fan media (club members only)
• Have a video contest where the winner becomes your documentarian for the next tour (club members only)
• Have that guy post a video once per day
• Use fan club data and tools like Demand to find out where you should tour
• Release a whole album of songs LAST.  Record one song every month or so, crowd-source feedback, post tracks to mix, post in-studio video.
• Pick the best 8 tracks, get them mixed by a pro and release in all formats.
• Package it with a cut DVD of all the stuff from the last year
• Make the regular content available via podcast
• Put the regular content on YouTube
• Don’t make a recording deal with a major
• If the major is LiveNation, disregard the last bullet and make a deal

Digital Music, Media Technology iphone, iTunes, PUSA

Nine Inch Nails just release their new album The Slip as a %100 free download.

I might go so far as to say it is a %110 free download, given the extremely open set of formats it which it is available:

• High-quality MP3s (87 mb) – encoded with LAME at V0, fully tagged.
• FLAC lossless (259 mb) – CD quality
• FLAC high definition 24/96 (942 mb) – better-than-CD-quality 24bit 96kHZ audio
• M4A apple lossless (263 mb) – CD quality – will play in itunes.
• High definition WAVE 24/96 (1.5 gb) – better-than-CD-quality 24bit 96kHz audio

To add to the modernity of this release, all the the bigger packages are distributed via torrents. Therefore, they only pay to transfer a tiny file from their servers. That’s hella-smart.

There is also the option to order the super-deluxe, collectors CD/DVD and vinyl editions. Now THAT is value.

Trent Reznor is the One-Man-Show (in the studio, at least) behind NIN and has consistently driven the crest of the wave for the music industry. They have released their last several albums as free downloads, and for the Year Zero publicity, placed easter eggs URLs around the Internet, each with clues about the album. Fans were encouraged to compile the whole story in the NIN wiki.

They have also made some of their singles available as Garageband projects and full 24/96 Pro-tools sessions for fans to remix. Being a pro-audio geek, that is insanely cool. Check out the remix of “Only” that I built with Pro Tools.

What about video you ask? What about UGC? What about mobile? How about the new fan content gallery, the iPhone game, and 400GB of HD concert footage to play with.

Perhaps they could use an online Mashup Tool for that?

Digital Music, Media Technology compression, digital distribution, iphone, lossless, MP3, NIN, production, Trent Reznor, UGC

It only took the government 50 or so years to finally do something about major labels monopolizing radio by paying off the radio stations. Why would they do that? Limit consumer choice, squash the indies.

Fast-forward to tonight’s news. Rumour has it that the Apple is pitching the labels on a flat license that allows owners of the iPhone free iTunes downloads. The plan is dubbed “All You Can Eat”.

Sounds great at first: lots of choice for consumers, simple process to get music, labels get paid and artists get paid (even more these days).

And maybe it will be.

My main concern is the question of who controls the catalogue? Apple could buy the major labels and use them as a loss leader to sell iPods and iPhones, so payola is out of the question.  They may threaten to withhold catalogues, but that probably won’t work either.  Hopefully, they won’t figure out how to game the iTunes system.  Nude pictures of Steve-o?

My first reaction was that this was going to be a real crap deal for independent artists and labels. If you are on iTunes, great. Not on iTunes? You’ve got a problem.

For years, the labels have been competing with free. Why pay for a CD or download when you can fill your iPod with hot tunes for $0.00? (plus broadband charges – but that’s another story)

So now anyone not on iTunes is competing with free. (plus iPhone and data charges)

If this works out, then the next logical step is for the big ISPs to offer similar offers. Get Roadrunner and get free iTunes downloads! Get Rogers and get…. nevermind. I’ll save that rant for another post.

Digital Music, Media Technology iphone, iTunes, payola