Ok Go Explains There Are Lots Of Ways To Make Money If You Can Get Fans
from the everything's-possible dept
Over the last few years, we've covered many of the moves by the band Ok Go -- to build up a fanbase often with the help of amazingly viral videos, ditch their major record label (EMI), and explore new business model opportunities. In the last few days, two different members of Ok Go explained a bit more of the band's thinking in two separate places, and both are worth reading. First up, we have Tim Nordwind, who did an interview with Hypebot, where he explained the band's general view on file sharing:
Obviously we'd love for anyone who has our music to buy a copy. But again, we're realistic enough to know that most music can be found online for free. And trying to block people's access to it isn't good for bands or music. If music is going to be free, then musicians will simply have to find alternative methods to make a living in the music business. People are spending money on music, but it's on the technology to play it. They spend hundreds of dollars on Ipods, but then fill it with 80 gigs of free music. That's ok, but it's just a different world now, and bands must learn to adjust.
Elsewhere in the interview, he talks about the importance of making fans happy and how the band realizes that there are lots of different ways to make money, rather than just selling music directly:
Our videos have opened up many more opportunities for us to make the things we want to make, and to chase our best and wildest ideas. Yes, we need to figure out how to make a living in a world where people don't buy music anymore. But really, we've been doing that for the last ten years. Things like licensing, touring, merch, and also now making videos through corporate sponsorship have all allowed us to keep the lights on and continue making music.
Separately, last Friday, Damian Kulash wrote a nice writeup in the Wall Street Journal all about how bands can, should and will make money going forward. In many ways the piece reminds me a bit of my future of music business models post from earlier this year -- and Kulash even uses many of the same examples in his article (Corey Smith, Amanda Palmer, Josh Freese, etc.). It's a really worthwhile read as well. He starts by pointing out that for a little over half a century, the record labels had the world convinced that the "music" industry really was just the "recorded music" industry:
For a decade, analysts have been hyperventilating about the demise of the music industry. But music isn't going away. We're just moving out of the brief period--a flash in history's pan--when an artist could expect to make a living selling records alone. Music is as old as humanity itself, and just as difficult to define. It's an ephemeral, temporal and subjective experience.
For several decades, though, from about World War II until sometime in the last 10 years, the recording industry managed to successfully and profitably pin it down to a stable, if circular, definition: Music was recordings of music. Records not only made it possible for musicians to connect with listeners anywhere, at any time, but offered a discrete package for commoditization. It was the perfect bottling of lightning: A powerful experience could be packaged in plastic and then bought and sold like any other commercial product.
But, he notes, that time is now gone, thanks in large part to the internet. But that doesn't mean the music business is in trouble. Just the business of selling recorded music. But there's lots of things musicians can sell. He highlights Corey Smith and Smith's ability to make millions by giving away his music for free, and then touring. But he also points out that touring isn't for everyone. He covers how corporate licensing has become a bigger and bigger opportunity for bands that are getting popular. While he doesn't highlight the specific economics of it, what he's really talking about is that if your band is big, you can sell your fan's attention -- which is something Ok Go has done successfully by getting corporate sponsorship of their videos. As he notes, the sponsors provide more money than the record labels with many fewer strings:
These days, money coming from a record label often comes with more embedded creative restrictions than the marketing dollars of other industries. A record label typically measures success in number of records sold. Outside sponsors, by contrast, tend to take a broader view of success. The measuring stick could be mentions in the press, traffic to a website, email addresses collected or views of online videos. Artists have meaningful, direct, and emotional access to our fans, and at a time when capturing the public's attention is increasingly difficult for the army of competing marketers, that access is a big asset.
...
Now when we need funding for a large project, we look for a sponsor. A couple weeks ago, my band held an eight-mile musical street parade through Los Angeles, courtesy of Range Rover. They brought no cars, signage or branding; they just asked that we credit them in the documentation of it. A few weeks earlier, we released a music video made in partnership with Samsung, and in February, one was underwritten by State Farm.
We had complete creative control in the productions. At the end of each clip we thanked the company involved, and genuinely, because we truly are thankful. We got the money we needed to make what we want, our fans enjoyed our videos for free, and our corporate Medicis got what their marketing departments were after: millions of eyes and goodwill from our fans. While most bands struggle to wrestle modest video budgets from labels that see videos as loss leaders, ours wind up making us a profit.
Of course, that only works if you have a big enough fanbase, but that doesn't mean there aren't things that less well known bands can use to make money as well. He talks about an up-and-coming band in LA that doesn't even have a manager that was able make money:
The unsigned and unmanaged Los Angeles band Killola toured last summer and offered deluxe USB packages that included full albums, live recordings and access to two future private online concerts for $40 per piece. Killola grossed $18,000 and wound up in the black for their tour. Mr. Donnelly says, "I can't imagine they'll be ordering their yacht anytime soon, but traditionally bands at that point in their careers aren't even breaking even on tour."
The point, Kulash, notes, is that there's a lot of things a band can sell, focusing on "selling themselves." And, the thing he doesn't mention is that, when you're focusing on selling the overall experience that is "you" as a musician or a band, it's something that can't be freely copied. People can copy the music all they want, but they can't copy you. "You" are a scarce good that can't be "pirated." That's exactly what more and more musicians are figuring out these days, and it's helping to make many more artists profitable. And, no, it doesn't mean that any artist can make money. But it certainly looks like any artist that understands this can do a hell of a lot better than they would have otherwise, if they just relied on the old way of making money in the music business.
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(Editor’s note: Charley Polachi is a partner at Polachi, an executive recruiting firm. He submitted this story to VentureBeat.)
2010 is winding down rapidly with all indications that the worst is behind us – hopefully. At the very least, that’s the sentiment of many of the executives we deal with.
As we gave forward into 2011, we queried several of our executive search partners around the world to get their input on what they see happening in their back yards and what they anticipate for the year to come. Here’s what they had to say:
Sean Carroll, Polachi (NYC)
“If there is any meaningful uptick in the economy, good talent that may be on the sidelines will be gone and entrepreneurs will have a tough time hiring on their own. Also, I suspect there will be a strong M&A market as we’ve seen with Netezza, Unica, Coremetrics, etc. Corporations have lots of cash and will buy at the right price.”
“Lastly, as entrepreneurs pioneer innovative solutions, there will always be a shortage of skills as the experience or domain does not exist yet. A good example is SEO products. Automating SEO is an interesting problem to solve but there are only a few young product companies, so the only place to get SEO experience is the agencies…no SaaS or product experience there. Entrepreneurs need to make bets that talent can step up in a new sector.”
Andy Price, Schweichler, Price, Mullarkey and Barry (Silicon Valley)
“My view is that the talent pool is getting snapped up pretty fast and once again we’re seeing a very competitive landscape for people. We’re competing against two forces: Other companies recruiting, and inertia driven by either risk aversion or someone’s low priced options are suddenly in the money and they’re inclined to take risk off the table. That said, people believe startups have a chance again so they’re willing to talk to you. Closing people is the hard part right now.”
Steve Lavelle, Gillamor Stephens (London)
“In Europe, access to the talent pool is there, provided the company’s proposition is compelling enough. Closing candidates can be challenging though and having been through the low point of hiring activity, it’s only going to heat up as we move into next year.”
Sal Rocco, Stonewood Group (Toronto)
“We are seeing more product development, engineering-oriented searches than in the past 2-3 years. The only thing we can attribute this to is that when the market tanked and companies were cash strapped, the focus was on revenue generation and selling what we had. They gutted costly product development and engineering teams. The thought was: Don’t worry about new product development because we may not be alive in 2-3 years if we don’t get cash today.
“To the extent they were doing searches in the past 2-3 years, the searches were on either outward looking sales & marketing types focused on making money or CFOs/Finance types focused on raising cash or slowing the bleed. Today, as the future looks brighter and companies realize that their products are dated, they need to hire engineering leads and product development types, which they were laying off over the past 2-3 years.”
So, for 2011 the future looks fairly bright. VCs are investing and companies are hiring. A few things entrepreneurs can expect to see and look out for are the following:
- Senior talent is getting scarce again
- Social media works for staffing at many levels, but not at the executive level
- Cleantech continues to march on – and more opportunities will be there for investors
- Venture capital is emerging from a difficult stretch, but there is money for good ideas and strong teams in mobile applications, gaming and health care IT
- Candidates want cash and equity.
- Acquisitions will provide the bulk of exits in 2011; the IPO market isn’t here yet.
Next Story: Verizon iPad 2 to join the Verizon iPhone in 2011? Previous Story: Computer platforms with the biggest buzz will be the biggest malware targets in 2011
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