OC Music Magazine

David Hooper

We're in the middle of "Banned Book Week" and this quote just came across my desk...
"Don't join the book burners.  Don't think you're going to conceal faults by concealing evidence that they ever existed.  Don't be afraid to go to your library and read every book..." - Dwight D. Eisenhower

This got me thinking about the music business and how some of the "powers that be" are handling the issue of new technology.  Rather than look at the good it can do, they see the problems-- file sharing, piracy, etc.
You don't have to agree with something to learn from it.  And denying it's a problem will only delay your ability to turn that problem into an opportunity.
For every "problem" file sharing has caused, there have been multiple opportunities...
Let's take a look at basic distribution to press outlets, for example...
How much did it used to cost to get somebody a quality copy of your music?  How long did it take?  How many trees, pieces of plastic, and people were involved to make it happen?
File sharing changed the way the game is played and made distribution better.  For example, let's say I'm doing a last minute interview for Music Business Radio and need to get some broadcast quality music and more info on the act I'm talking to be prepared for it...

Current technology will let that happen within minutes...not hours or even days.  And this opens up a lot of opportunity to do things, where there might not have been time before.
And taking that same concept of a "digital copy" that can be sent anywhere, almost instantly, think about how you connect with fans.  In the old days, you'd have to go through a writer, who would have to deal with an editor, who would have to deal with a printing deadline, and then work with the postal service to get your message to your fans.  Not only would it take a while, you'd also have the limitations of space, with only so much paper and ink available to you.
These days, it's not a problem.  You can set up a web page, or go on Twitter, or do any number of things which will get your message out, as you intend it, almost instantly.  And since it's in a digital format, you don't have the "lack of space" issues you once had.  Just keep typing until you run out of things to say...

Or post an audio clip, so people can hear what you're saying and really get a sense for the emotion behind it.  Or maybe video is more your style...
And think of how much less this new method costs?
Bottom line is that there is good in everything.  Focus on the opportunities and make the technology work for you.  Learn about it, even the "bad" stuff like file sharing, so you can use it to your advantage.  If you don't you're going to be left behind by somebody who is.