In previous RAPs, notably We Blog and Marketing Now-How, we’ve been discussing how the new Web 2.0 tools are changing the dynamics of business.
In particular, the use of social media to promote and market yourself.
There’s a great article on The Age website that captures this beautifully in the arena of music.
The article is: Online Band’s Net Recipe for Success by Asher Moses (February 16, 2009).
It tells the story of Australian band Short Stack. Too young to play in pubs they have instead created an army of fans on MySpace and YouTube. And now, they’re going on a national tour with The Veronicas.
That’s music to my ears as it once again shows how the internet is decentralizing big media and the music industry… the spider and the starfish lives on!
What’s the pathway to success?
In his best-selling book Meatball Sundae, Seth Godin talks about the shifting sands of scarcity and abundance. He suggests that digital technology has switched things up – what was once abundant eg attention, is now scarce. What was once scare, direct contact with customers, is now abundant.
This changes the pathway to success and the story of Short Stack is an example of this transformation.
Digital technology lets us be in direct contact with our clients, customers and fans through Facebook, YouTube, Instagram, LinkedIn, TikTok and others. That’s what Short Stack did. They built their own audience rather than relying on the traditional means of attracting the attention of a record producer and launching off the back of the record label’s reputation and audience.
It’s a brand new way of thinking. Gone is the need to play by the traditional rules. Instead you can make your own play, your own luck and hopefully, your own success.
The new tools of Web 2.0 truly change the rules of business – and how to succeed.