A very insightful talk from SETH GODIN, the author of 'Permission marketing', 'Small is the new big' and 'All marketers are liars' amongst others. Here is the transcript of a recent talk on the future of the music industry which Seth has posted on his website:
Download musicbusinesslive.pdf
Seth makes an excellent point about the need to identify to which specific tribes people belong and use music to reinforce this feeling of belonging to a specific group. This is not entirely new of course, music has always been a key element for young people to define their personality and find out who to hang with.
This dynamic was also successfully used by many brands such as Lynx/Axe (for which I did some work in Europe). But was in new is that technology is now making it much easier for people to connect with each others, building tribes and for artists to connect with these.
I can only invite you to check Seth's blog here.
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