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READ THIS NOW: Musicans – Please Be Brilliant Or Get Out Of The Way

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"The future does not fit in the containers of the past.”

"...musicians need to drop the notion of making money from CD sales through record labels and concentrate on making money from the experiential awareness that surrounds their brand; a brand they own, no one else. The downside to this for musicians is that they need to get organized and work hard, or arrange for what I call the “fifth Beatle” to help with online communications, selling merchandise etc...

Creating music is only the first step to creating something valuable and timeless. For instance, David Byrne played a building. Music released as part of an event is the future – Radiohead’s release of In Rainbows was the first step toward the album release as event, if it’s an album at all.. How it’s done is also important. The container has changed forever. Remember what Rishad Tobaccowala has to say to advertising agencies trying to embrace the social web – “The future does not fit in the containers of the past.” It is no different for bands. The organizing principle of recorded music is now in the hands of musicians, not technologists, not record labels. Consider this or perhaps release your music like this.

As I have written before: “Control has moved from the few to the millions of many. If dull labels and dull bands keep offering dull, flat, non-experiential product – e.g. a CD, they will go the way of the Dodo. Consider what Cirque Du Soleil provides as an experience compared to Barnum and Bailey’s circus. Or Burning Man compared to your average music festival.”

- From Gang Of Four's David Allen.  Read the rest. NOW.


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