Your Fans Have Your Back

There's a fantastic happening making the rounds among nerd-ish websites today. A writer for Gawker went on a date with world champion Magic: The Gathering player Jon Finkel, and she called him a loser.

Fans of Magic: The Gathering, a delightfully addictive collectible card game, rained down hellfire and righteous fury upon the unsuspecting writer.

But this wasn't a PR disaster at all.

We can learn a couple things from this ordeal:

1) Fan/Nerd-Baiting builds buzz and strengthens fan's devotion.

As this article in Forbes points out, it's a possibility that she knew this would happen.

Gizmodo’s readership is hugely male, and hugely tech savvy and therefore mostly “nerdy” in the traditional sense. To post something trashing a “geeky” activity like Magic the Gathering would be the equivalent of their video game blog Kotaku writing a post trashing professional eSports. Oh wait, they did that too.

... as of the time I’m writing this, that article has 529,280 views.

She probably benefited quite nice from the number of hits generated by the article, but the real story is about fans of Magic and Jon.

This is the same as rapper feuds. Being a fan of music, Magic, or nachos is a part of our identity. When someone talks smack about your band, it's an affront to your taste. You gotta back up your people. (In group bias)

And as fan's come to the defense of their favorite artist, both devoted and casual fans begin to see the vast numbers of people who are dedicated to the artist. Current fans connect and bond, prospective fans look into the artist to see what all the hullabaloo is about. Remember how everyone came to Michael Jackson's defense when he went to trial for some seriously nasty allegations?

Nearly one BILLION people watched his funeral service.

Social Proof. Learn about its power.

A beef could be good by drawing out your committed fans.

2) How you respond to a crisis determines the outcome.


When word of this broke, Jon Finkel took it like champ and created an IAMA on Reddit to control the message. (IAMA stands for I Am A _____, Ask Me Anything! It's popular format on Reddit where the famous and not-so-famous can talk directly with fans.)

In the thread he responded, coming across like a normal, chill dude. No lashing out at fans, just an average guy with some cool stories to tell.

In a heated argument, the person who remains calm and collected is in control.

Considering he had an article written about how crappy a date he was, I'd say Jon came out on top:

The topic of "controlling the message" is a big 'un. Expect more on this later.



This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Would You Sue a Restaurant for $30,000 If They Didn't Pay You Royalties?

Edit: Oof, this post has been the most negative feedback I've gotten.

I'll gladly admit I'm wrong, and simply leave this post up only for reference. I still appreciate the feedback, however. Getting my thoughts on track is very important.

Read below if you really care to.

------
This makes me queasy:
Restaurant Owner Ordered to Pay BMI $30,450 For 'Illegally Playing' Four Unlicensed Songs

This is not about feeding musicians, it's about feeding the "Royalty Collection Agencies".

BMI began sending communication regarding the restaurant's lack of proper licensing back in September of 2009, but it wasn't until May of 2010 that BMI even bothered to visit Fosters to verify that the business was actually playing unlicensed music. (From page 32 of the PDF.)

So without verifying anything, BMI starts demanding payment from a restaurant for "Piracy".


This is how the mafia demands "protection".


To which BMI would retort: "But it's all 'For the Artists'!"


Would you sue a restaurant out of business for playing your songs and not paying you a few dollars?


Of course not, that's terrible business! The restaurant is playing your music to a captive audience, this is a good thing. From psychology we know that people prefer things more simply by repeated exposure. (The Mere Exposure Effect)


From Wikipedia:

In studies of interpersonal attraction, the more often a person is seen by someone, the more pleasing and likeable that person appears to be.

Music is marketing material, not the profit driver it once was. You want more people listening to your music, this is a good thing!


The traditional performing rights organizations (BMI, ASCAP, SESAC) are scared; the era of terrestrial radio domination has passed as competition for ear-time has shot up exponentially. They somehow decided it wasn't important to deal with the issues of streaming internet radio, satellite radio, and cable TV so now SoundExchange swooped in to become the only entity in the US allowed to collect digital royalties.


Oops. Their business model just got OWNED.





Better start suing fans!


These traditional performing rights organizations made sense thirty years ago, but not anymore. Without the concentrated market of old-school radio, songs don't get as famous as they used to since people listen to what they demand, not what they're fed. (Jeff Bridge's new album sold only 13,000 copies, which is now enough to break into the Billboard top 25!) Without monster-hit songs, the amount of royalties collected on a per-song basis will continue to drop, shrinking the margins of these agencies as they have to chase down royalties for more songs for less pay. Unless they fundamentally change their business model, I don't see traditional performing rights organizations having an important role in the future of music.


My suggestion? While I'm registered with ASCAP, I'm not counting on the $50 registration breaking even. SoundExchange will probably play a bigger role in your career, so I'd make that a priority over traditional performing rights orgs. Still, I don't really figure royalties into my business plan as they'll only become significantly large long after I'm making better money from other income streams.




This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Why do videos go viral in the first place?

Alrighty, I gotta admit I'm surprised.

I wrote this post last week with the intent of posting it in late september, but Lefsetz beat me to the punch. He even made the "empty calories" analogy I make. Glad to know he thinks the same though.

So it goes.

---
Having said my piece on viral videos before (Part 1) let's take a different approach this week and look into how and why media "goes viral".

Have I mentioned that Jonah Lehrer is one of the best science writers out there today? Here's his analysis of Jonah Berger's (University of Pennsylvania) recent research into media sharing.

It’s one of the most popular online videos ever produced, having been viewed 355 million times on YouTube. At first glance, it’s hard to understand why the clip is so famous, since nothing much happens. Two little boys, Charlie and Harry, are sitting in a chair when Charlie, the younger brother, mischievously bites Harry’s finger. There’s a shriek and then a laugh. The clip is called “Charlie Bit My Finger—Again!”

Three hundred fifty-five million views.

But why?

In his study, Mr. Berger demonstrates that such states of arousal make people far more likely to share information. For instance, when he had subjects jog in place for 60 seconds—Mr. Berger wanted to trigger the symptoms of arousal directly—the number of people who emailed a news article to their friends more than doubled. He also boosted levels of “social transmission” by showing his subjects frightening and funny videos first. “Levels of arousal spill over,” Mr. Berger says. “When people are aroused, they are much more likely to pass on information.”

This builds on previous work by Mr. Berger in which he analyzed 7,500 articles that appeared on the most-emailed list of the New York Times between August 2008 and February 2009. While Mr. Berger initially assumed that people would share articles with practical implications—he imagined lots of pieces on diets and gadgets—he discovered instead that the most popular stories were those that triggered the most arousing emotions, such as awe and anger. We don’t want to share facts—we want to share feelings.

In a piece The Atlantic did on this same study, social psychologist Kim Peters says:

"What we share may have as much to do with the stimulation provided by the environment as with the information itself."

And that's why viral marketing is dumb.

There's an infinite number of ways to arouse emotion. Creating a classic album for your fans arouses emotion. So does a video of a guy getting hit in the crotch. Both activities will get you huge amounts of hits.

But hits / "friends" / retweets are not dedicated fans. Viral marketing is junk food; full of calories (hits) and not much else. These numbers are transient fans who saw a cool video of "that band that fell down the stairs a bunch". And now they're bored with your video and don't remember your name.

The real danger of "friends" is that these numbers are easily quantifable whereas actual fans can't easily be counted. My facebook feed is full of bands touting how many facebook "likes" they have. It's fun to compare, sure. But don't treat it like a measure of your band's "true" worth. Correlation doesn't prove causation.

Focus on creating real fans with brilliant music.

Now if you'll excuse me, I'm going to watch videos of dogs on skateboards for the next hour.


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Link: Lefsetz' New Rules for the Music Industry

Lefsetz write a concise and illuminating list of the New Rules for the Music Industry. (Yes, I linked to him last week but this article was far too good to ignore)

My favorite point:

8. Social networking is for fans.
Twitter and Facebook are irrelevant until you get traction. They’re rallying points for those who already believe. Once you’ve got fans, feed them information about gigs and goings-on. Once you’ve got a plethora of true believers, tweet and post about your inner life. No one cares until you approach stardom.

Thoroughly worth the read.

Everything Is Connected (Continued)

Touching off of last week's post, I'd like to share with you how getting personal training helped improve my musical skills.

I've been into lifting weights for a couple years now as a way to blow off steam and keep myself healthy. After hitting a frustrating plateau in my weight lifting for a couple months, I decided to get over being stubborn and ask for help from a personal trainer.

I've had more progress in these last six months than in the last four years. Wow.

Lessons I've learned:

   -There's a limit to how long you can have an effective workout. Anything over an hour and you're getting diminishing returns. 30 minutes of optimal practice a day is more effective than two hours once or twice a week. Not only will you be more focused, but you'll retain more of your practice over the long term.

   -Change your workout every 6 weeks. Your body adapts to how you train it. When you hit a plateau, it's time to change your patterns. P90x calls this concept muscle confusion, but that's primarily a marketing term for what trainers have known for decades. Plus, constant change keeps you from getting bored and not focusing intently on your practice.

Even better, midway through a workout, an idea pranced through my head. What if I were to take what I've learned from my trainer and applied it to my practice?

---
My Current Bass Guitar "Workout"

Grinding on scales can get boring, so this practice regimen aims to sandwhich in the boring drills with fun improv stuff. Practice sessions are to last ONLY 30 minutes. If I'm "in the zone", I go on to the next day's routine because Practice is more effective if you vary between different tasks, such as between dexterity and improvisational exercises.

   -A Day, Speed Scales: One scale, two octaves starting at bottom, 3 different fingerings, fast. Then do it in 3rds, arpeggios (135 and 1357), picked and fingered.

   -B Day, Ear Training: I'll pick a song solo I like, preferably not a bass solo so I'll expand my style, and try to learn it by ear. Miles Davis has brought my solo game up a few notches already.

   -C Day, Slooooooo Scales: Same scale as A day, two octaves starting at top, all conceviable fingerings, played painfully slow, arpeggios (135 and 1357), played as eighth notes, triplets, doubles, and triples both picked and fingered.

   -D Day, Brain to Instrument Improv: This exercise is to help improve the connection between what I think and what I can play, which has been something I've been wanting to fix for some time now. First, I listen to a 30 second segment of a song I want to work with. Then, I'll sing an improvised bassline into my computer's sound recorder. After that, I'll try learning the part I sung on my bass.
Two important things I've learned:
---

Everything is connected.


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Link: Lefsetz Says Festivals Are the New Radio

Lefsetz kicks some serious ass in this post, with his prediction on the direction of the industry:

Let’s revisit the formula. You hone your chops, barely able to break even until a festival organizer booking a city-based event makes a deal for you to perform. Then this same booker makes sure you’re featured on the YouTube stream. With this imprimatur, people pay attention.

Festivals are the new radio and bookers are the new deejays. It’s just that simple...

The more technological breakthroughs we develop, the more important it is to get back to our roots. I love my computer, but it’s the opposite of music. It’s cold and unthinking, whereas music is warm and fuzzy and positively alive.

And the best place to demonstrate this is live.

And the best place to do this is where everybody is watching.

We can spread the word so quickly online. But no one wants to hear about anything that isn’t great, that doesn’t have substance.

City festivals are the launching pad. Bookers are the linchpins. Food and amenities add to the experience, but the real drawing power is the music. When done right, it’s enough.

Music is
Alive.

Everything is Connected

It's disheartening when you plateau in your playing skills. Guitar in hand, skillfully dodging doing scales by watching youtube videos of amazing musicians, which only makes it harder to practice.

Once you're stuck, it's hard to see a way to get get unstuck.

But the secret to getting unstuck is reminding yourself the true nature of creativity: Creativity is about mashing up disparate ideas in totally new and strange ways to develop something amazing.

Translation: The best way to get over writer's block is do something totally unrelated to what you're stuck on. The answer will come to you from the unexpected connection your mind makes between disparate activities. Everything is connected.

Need to improve your stage presence? Learn to dance salsa. Dancing is all about body language, confidence and rhythm. These may or may not be relevant skills for a musician.

Need to write more clever lyrics? Take an improv comedy class. Improv comedy is about quick thinking, using tropes effectively, and creating strong emotions within the audience.

Need a new way to improve your playing? Talk to a personal trainer. They deal with motivation, self-improvement, and overcoming plateaus all the time.

Everything is connected. There's a reason geniuses have so many interests. They feed one another.


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.