Seth Godin dishes 15 tips to musicians on the cusp between old and new media.
- The new thing is never as good as the old thing, at least right now
- Past performance is no guarantee of future success
- Copy protection in a digital age is a pipe dream
- Interactivity can’t be copied
- Permission is the asset of the future
- A frightened consumer is not a happy consumer
- This is a big one: The best time to change your business model is while you still have momentum
- Remember the Bob Dylan rule: it’s not just a record, it’s a movement
- Don’t panic when the new business model isn’t as ‘clean’ as the old one
- Read the writing on the wall
- Don’t abandon the Long Tail
- Understand the power of digital
- Celebrity is underrated
- Value is created when you go from many to few, and vice versa
- Whenever possible, sell subscriptions
The opportunity of digital distribution is this:
When you can distribute something digitally, for free, it will spread (if it’s good). If it spreads, you can use it as a vehicle to allow people to come back to you and register, to sign up, to give you permission to interact and to keep them in the loop.
This is a philosophy to commit to memory. There’s much needed explanation at his original post: Music lessons
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