Bob Baker's Indie Music Promotion Blog

Music marketing ideas for DIY artists, managers, promoters and music biz pros

April 30, 2007

Are You Spreadable?

In my "New Rules of Internet Music Marketing" workshops, I've talked about the importance of thinking outside your own personal web site as fans/consumers become more empowered. Here's an excerpt from Henry Jenkins' blog that clarifies this point:

C3 research associate Joshua Green and I have begun exploring what we call "spreadable media." Our core argument is that we are moving from an era when stickiness was the highest virtue because the goal of pull media was to attract consumers to your site and hold them there as long as possible, not unlike, say, a roach hotel.

Instead, we argue that in the era of convergence culture, media producers need to develop spreadable media. Spreadable content is designed to be circulated by grassroots intermediaries who pass it along to their friends or circulate it through larger communities (whether a fandom or a brand tribe). It is through this process of spreading that the content gains greater resonance in the culture, taking on new meanings, finding new audiences, attracting new markets, and generating new values.

In a world of spreadable media, we are going to see more and more media producers openly embrace fan practices, encouraging us to take media in our own hands, and do our part to insure the long-term viability of media we like.

Indeed, our new mantra is that if it doesn't spread, it's dead.

So, how can you make yourself and your music -- along with your lyrics, themes, attitude, visuals and vibe -- more spread-worthy? And who can you connect with who will help you spread them?

(Thanks to Nancy Baym and her Online Fandom blog for the link to Henry Jenkins.)

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