First off, According to Attack of the Show on G4, Myspace has been having issues making money for itself this last decade, which is interesting because “Myspace Music” is pretty awesome service when considering how it first connected major businesses and artists to the general public early 2000. However, with other free music services out there for starting and established creators to give their music for free, and the seemingly exodus over the years for Myspace user towards services likes Facebook has really hurt the Myspace scene according to Kevin Perrah (2009) on Attack of the show. This means that Myspace Music users may be using social media tools like twitter and Facebook to connect or establish markets for new and old artists and artists are less likely using Myspace itself to market their products.
So when considering the 2009 Nine Inch Nails (NIN) free marketing, we first have to consider the established twentieth century “radio to sales model” and how it relates to the “Connect with Fans” (CWF) concept. The radio to sales model as described by Half Pixel states free music on the airwaves leads to direct sales. Taking a look at the effects of Napster in relation to Tower Records going bankrupt around 2003 in concordance with popularity of the I-pod, there isn’t a new music content model at all. Instead, the industry just changed technology and faces (Berklee Case Book, and Kurtz, Straub, Kellett, and Guigar, 2008).
Getting away from music and looking at digital book sales, an analogues trend to Tower Records seems to be happening to Borders Book Stores. Boarder’s recently filed for “Ch11”, meaning the most popular book store in the country is losing money and owns certain distributors like “Diamond” millions of dollars. At the same time, the Kindle and I-pad have made portable libraries and digital books very popular. Barnes and Nobles who embraced the new technology earlier then Boarders and is not filing for Ch 11 bankruptcy.
What’s happening now is you don’t even need book publishers to sell a book; instead the creator can now sell a digital pdf to their fans. And listening to Michael Masnick talk about the success of NIN in comparison to Scott Kurtz talking about the success of artists like Skottie Young selling his own art book to the general public via PayPal through his blog there again seems to be new tech trend based on the old “radio model”(Webcomics Weekly 2011, and Young 2011). Of course, there is always new technology that can lead to direct sales, but we have to realize connecting with fans through giving away free stuff has been around a lot longer than the internet. Thus, I concur and contend the “free model” still holds marketable as long as you develop a niche fan base, connect with the fan base, then offer content they will enjoy.
The model I propose from this case study…
1. Develop a market (Free Content with established and emerging technologies)
2. Connect with that Market (Using established and emerging communication and data collection technologies)
3. Offer products, Services, and Content they will enjoy (Paid Content on established and emerging technologies)
References
Berklee Case Book http://berkleecasebook.blogspot.com/2009/03/foreword_26.html
Kurtz, S, Straub, K, Kellett, D and Guigar B (2008) How to Make Webcomics. Image Comics.
Pereira, K. (2009. May 26) The Loop. Retrieved from: http://www.metacafe.com/watch/hl-16583423/attack_of_the_show_is_myspace_in_trouble/
Young S. (2011 ) THE ADVENTURES OF BERNARD: Digital Book http://www.skottieyoung.com/
Webcomics Weekly (2011) Webcomics Weekly #77 - Skottie Young Retrieved from http://ww.libsyn.com/webcomics-weekly-77-skottie-young
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