{"id":1443,"date":"2007-06-19T00:00:46","date_gmt":"2007-06-19T04:00:46","guid":{"rendered":"http:\/\/www.mathewingram.com\/work\/2007\/06\/19\/andrew-dubbers-20-things-to-know\/"},"modified":"2007-06-19T00:00:46","modified_gmt":"2007-06-19T04:00:46","slug":"andrew-dubbers-20-things-to-know","status":"publish","type":"post","link":"https:\/\/mathewingram.com\/work\/2007\/06\/19\/andrew-dubbers-20-things-to-know\/","title":{"rendered":"Andrew Dubber’s 20 things to know"},"content":{"rendered":"

I’m kind of glad that Andrew Dubber — a professor of music in Britain — got threatened<\/a> by a record industry executive for writing about downloading on his blog, because otherwise I never would have come across his New Music Strategies blog and that would have been a shame. He posts a lot of smart things about the music industry, and his latest post<\/a> is no exception: it’s called 20 Things You Must Know About Music Online, and while I usually hate the “10 Things” style of list, this one is a keeper. His list includes:<\/p>\n

3. Opinion Leaders Rule<\/strong>: We know the importance of radio and press. There are now new opinion leaders who will tell your story with credibility. You need to find out who they are \u00e2\u20ac\u201d or better yet, become one of them.<\/p>\n

6. Web 2.0<\/strong>: Forget being a destination \u00e2\u20ac\u201d become an environment. Let your customers tag and sort your catalogue. Open up for user-generated content. Your website is not a brochure \u00e2\u20ac\u201d it\u00e2\u20ac\u2122s a place where people gather and connect with you and with each other.<\/p>\n

8. Cross-promote:<\/strong> Your online stuff is not a replacement for your offline stuff, and nor does it exist independently of it. Figure out how to make the two genuinely intersect.<\/p>\n

11. The Death of Scarcity<\/strong>: Understand that the economics of the internet is fundamentally different to the economics of the world of shelves and limited stock. Know that you could give away 2 million copies of your record in order to sell a thousand.<\/p>\n

20. Forget product<\/strong> \u00e2\u20ac\u201d sell relationship: The old model of music business is dominated by the sale of an individual artefact for a set sum of money. iTunes is still completely old school. The new model is about starting an ongoing economic relationship with a community of fans.<\/p>\n

I encourage you to read the entire thing<\/a>.<\/p>\n

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I’m kind of glad that Andrew Dubber — a professor of music in Britain — got threatened by a record industry executive for writing about downloading on his blog, because otherwise I never would have come across his New Music Strategies blog and that would have been a shame. He posts a lot of smart … <\/p>\n

Continue reading “Andrew Dubber’s 20 things to know”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_crsspst_to_mathewingramblogwordpresscom":false,"mf2_syndication":[],"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-1443","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/1443","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/comments?post=1443"}],"version-history":[{"count":0,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/1443\/revisions"}],"wp:attachment":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/media?parent=1443"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/categories?post=1443"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/tags?post=1443"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}