Posts Tagged 'Marknadsföring – Marketing'

About physical products

Physical products are needed in the music business. For a decade now, there has been a trend to aquire music via digital files, which are merely existing as zeros and ones on hard drives. At the same time another movement tries to cling to the old formats of CD:s and vinyl records. The debate has been hard regarding what will happen in the future and which type of delivering system that recorded music will use. Now, I have been thinking and debating for a while and here are some thoughts:

I am sure that musicians and listeners will always need the physical product. For several reasons: This past decade has proven that music without physical format is worthless: Noone wants to pay for it, it is collected like squirrels collect nuts for the winter. The inflation in musical value has been enormous. A decade ago there were actually “rare” music. It was hard to find, valuable, people found it attractive and worth the hunt. There was an interest from the audience to search for music. Today this seems strange. Music is hysterically available. Albums are sometimes downloadable even before their official release. The hunt for good music is limited to a couple of lazy clicks and there is no such thing as rare music anymore. A listener can possess a music library of millions of songs, but not really care or listen to the music. More like a prestigious mirror, or a kleptomanic need. This is not what the creators want. Not even the ones giving their music away for free, which is an increasing trend.

In musical marketing, there is no way what so ever for a manager, booker, artist or marketing firm to make an impression without a physical product. Anyone trying to work with music knows that an email, however ingenious it may be written, and a song in digital format to download, even if it’s the best song ever recorded, will go straight into the bin. Simply because a receiver doesn’t care, they want to be moved, to get a feeling, be impressed, get a present. Recently I listened to a lecture with an independent manager, trying to help four bands. He uses simple but beautiful packaging as his main strategy. Broken flying-V ukuleles, cigar boxes, strange parcels and creative ideas has made an impression with the receivers. It helps to remember the bands and the music it is meant to promote.

There is also a trend moving towards the old vinyl LP (for you younger ones, LP means Long Play, which points out that there’s room for about 40 minutes of music). I saw the new Calexico album on vinyl, a beautiful package, and with a sticker in the corner which read “With this album comes a voucher to download the MP3:s”. This is an excellent combination. A beautiful package with the mood and the attitude to amplify the music, and the daily usage of the music in digital format for the mobile phone or the computer. A vinyl album as the treasure, something to value and to care for. To pay for too of course.

And this is the main reason for physical packaging. A brand, a product, an artist, needs to be recognized. The graphics and the feel promotes an attitude and a mood. It helps to find the product in a shop or in the owners shelf. Just think about how you find the correct CD in your collection. You remember the thin and vague coloring on the back of the album. On the other hand a folder on your computer makes no impression at all. It comes down to alphabetical orders, which is the most unsexy way to get a feeling for your music.

Also, you cant give away virtual stuff as a present. Your best friends will be quite sad about an email with a playlist or some mp3:s. But a CD burned with ten great songs and a homemade cover is an excellent present. Simply because it comes with a feeling, some effort put into it and a physical weight and smell. Of course there are pros to digital products, and of course there are cons to physical products. You have heard them all. But I think there will be a movement back to some kind of physical product for musical publishing. I have started thinking about it myself, and will try to show you something in a while.

Youtube as marketing tool

Nick Cave did four lovely, silly marketing videos for his new album and put them on Youtube a while before the release of his latest album “Dig Lazarus, Dig!!!”. It was a greatcampaign. A bit humourus, a bit strange and also with a spice that hinted something about the feel of the new music.

Portishead is releasing their new album in the end of April, and they have found a problem with Youtube, since many of their coming songs are available there as some kind of raw videos with simple graphics. Since mashups are used by the listeners, they are also found elswhere, like on Portisheads Last FM-site. The videos are being blocked, but republished in this competition between record company and listeners. Here are some of them:
Magic doors:
The Rip:
On Last FM:

So there are different angles of the use of Youtube. I read a while ago about different departments in one and the same company, where the economy department demanded a quick removal of some videos from Youtube, while the marketing department called a few days later and asked where the material had gone…

Myself, I love Youtube. As a child of the cassette generation, I have no problem with the crappy sound quality and small screen. Its lovely to find all these rarities and culture treasures, as well as Portisheads coming album. Im not even illegal in any sense, since I dont download it. It has become a kind of radio for me and a source to find new music. And I will buy the Portishead album. On CD. For anyone wondering.

Intensive day

Yesterday was an intensive one, with interviews in both TV and magazines. It is a little hard to market both the record company and the band Tree full of people at the same time, but I think the reporters got it all right. Here is a TV clip – in swedish though:


I wrote a short and soulful press release last week and sent it to lots of magazines and TV stations. I also sent it to people in politics, since these ideas are somewhat new and might interest them. The response is very good so far: A national music magazine will cover us, the local newspapers and TV stations are doing interviews this week and also, Rick Falkvinge, head of the swedish party “Piratpartiet” has written lots about us in his blog. Its a beautiful text, just the kind of response I hoped for. And I really appreciate the comments at the bottom of the page: (in Swedish)

Its very easy to get the interest of the media, I think. Ever since my early attempts, the papers have always been keen to write about new, interesting stuff, and when an idea like this comes up, its even easier. However, I think some people try the wrong approach, when trying to impress or being cocky about their attempts. I write very humbly about the releases and about the compay ideas, trying to work from a polite and “nice” point of view. Its not my job to tell everyone else that this music is the best ever composed or that this company is the coolest ever. Its up to the audience.


Gramtone är musikutgivare och bas för ett gäng musiker och låtskrivare, baserade i Norrköping. Vi äger bolaget och studion tillsammans, folk med olika bakgrund och olika smak. Två dussin är vi, som ställer allt vi äger i ett rum och säger: varsågoda. Ett kollektiv av individualister har vi kallats, och varför inte: Grammisar har vunnits, stipendier har fåtts, medan somliga är kända för helt andra saker. Alla spelar roll, men inte nödvändigtvis rock. En driver ett enmansprojekt, en annan är med i fem band samtidigt. Några är runt 20, några har fyllt 50. En fick pris för årets bästa museum. Någon ligger bakom Softubes banbrytande pluggar och någon har fått utmärkelse för, hör och häpna, bästa fotbollslåt.

Gramtone satsar på en liten, spännande utgivning av ostyrig, vacker musik. Lyssna där du vill, vi finns i alla de vedertagna kanalerna. Vissa spelar live, andra spelar in. Några älskar att skriva låtar, andra spelar gitarr så fingrarna blöder. Gramtone är en plattform som används av varje band och artist som det passar dem bäst. Ibland är vi en lekplats, ibland kreativt nav, affärsyta eller en trampolin för musikkarriärer. Vi blir planterade och uppodlade av varandra, och vi gillar't. Vi tycker att musik gör tillvaron större och vill man att något ska finnas, då ska man också skapa det. Tre dussin utgivningar hittills, och mycket på gång. Titta in, lyssna in, och häng med.