27.11.10

The Volume Issue

Having the capability like never before to produce, distribute and market your music comes with a catch - too much volume.

The democratisation that allows anyone to get in the game and release their work means that more people will take advantage of the opportunity. More releases = a greater volume of choice.

And with this wave of availability comes an even greater volume issue. Shouting.

Artists and labels still believe that the louder you shout about your work, the more it's likely to be noticed. The problem is - you can't outshout the big guys. Major labels with more manpower, access to the mainstream media and advertising spend are great at shouting. We've suddenly realised they are all yelling at us about the same thing:

LOOK AT THIS NEW ARTIST AREN'T THEY THE BEST EVERYONE LIKES THEM SO SHOULD YOU.

For the rest of us, the temptation is to shout along - especially as there are more voices vying for attention. With this much noise going on - not only from the music industry, but in every consumer market - people just stop listening.

The only way around this is to start a conversation amongst your community with a great story. Its not good enough to be a fresh new artist and next big thing. You and your art must speak to a community that wants to engage because they get something out of the connection.

This is why social media has become such a powerful tool for musicians. Those that use it well will be able to form strong ties with their fan base - and keep it alive. Those that use it simply to keep shouting will fail to see the benefits.

Amazing photograph of Ċ½ilvinas Kempinas' work - www.transmediale.de/en/white-noise - by weexinsitu on Flickr

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