Some hard 2 digest wisdom courtesy of: Bob Lefsetz
Thanks Nate @ tumblr
Thanks Nate @ tumblr
"The album is dying in front of our very eyes.
In other words, what kind of crazy fucked up world do we
live in where Katy Perry’s new album “Prism” only sells 287,000 copies
in its debut?
One in which everybody’s interested in the single, and no one’s got time to sit and hear your hour plus statement.
This is not emotion, this is statistics. The shelf life of
news is shorter than ever. The shelf life of art… You blink and it’s
done.
I’m fine with you preaching to the choir, making an album
for your fans. You gotta go where you wanna go, do what you wanna do,
with whomever…
But if your plan is to increase your audience, spread the
word and make money, suddenly the album just isn’t working. The
youngsters are streaming singles and the oldsters are staying home. How
do I know? Elton’s album isn’t even in the Top Fifty and McCartney’s
album barely broke 20,000 this week, and there wasn’t a better oldster
hype than for these two projects. People just don’t want ‘em.
So what’s the industry to do?
Have a rethink.
In other words, hype doesn’t work.
No one had more hype than Miley Cyrus, but “Bangerz” didn’t
even sell 45,000 copies this week. She can go on SNL, tweet her life
away, but it’s not moving the needle. Lorde is selling as much as her
without the benefit of scorched earth, proving that quality music is as
good as hype, but…she’s not burning up the chart either.
We’ve turned into a nation of grazers. And the artist’s job
is to constantly be at the smorgasbord. Not to deliver one big meal
that is picked at and thrown away, but a constant presence in the
public’s face.
Media cannot be limited to the album release date. It must
be a 24/7, 365 day a year effort. Same with creativity. If your track
gets traction, more power to you. If it doesn’t, go back in the studio
and make more.
In other words, if you’re sitting at home bitching that
you’re not making any money because the Internet stole your business
you’re RIGHT! There are so many diversions that no one’s got time for
mediocre anymore. They just want superior. As for piracy… If you think
“Prism“‘s sales are low then you believe people are leaving AT&T
Wireless because of Skype.
Yes, AT&T’s subscriber numbers are declining. Oh,
they’ve got some new iPad accounts, but contract subscribers are moving
on to the cheaper T-Mobile and the better Verizon. Castigate me all you
want, but the statistics don’t lie.
Just like these album numbers.
If you’ve got a concept album, go ahead and record it. If
you’re only interested in selling a little, be my guest. But if you want
to penetrate the consciousness of a large group of people and grow the
pie, an album isn’t working. Hell, it’s not even working as a revenue
model!
Labels are no longer in the record business, they’re in the
star business. How to maximize the revenue of an individual or band in
as many media as possible, in as many ways as possible. Yes, while you
were bitching about piracy your whole business model disappeared.
If music were the government it’d need a new hit. What I
mean is the debt ceiling debate is history, the government needs a new
hit single to stay in the public eye. But if it was run by musicians,
they’d keep imploring people to read about the debt ceiling debate and
the government shutdown. But the public has moved on.
You put out these albums and in almost every case, the
public moves on in a matter of WEEKS! A few bought it, they heard it,
and they’re satisfied, and left waiting for years until you grace them
with a new release. The rest of the public is just waiting for a hit
single to burble, and if it does, they’ll tap their toes and snap their
fingers and ask WHAT ELSE HAVE YOU GOT?
And what you’ve got had better be just as good as the hit.
No one wants album tracks anymore. Not unless they’re every bit as satisfying as the hit.
So it’s not only classic rock acts who are no longer
putting out albums, soon no one will do it. Oh, it won’t be soon,
because artists think making albums is part of their DNA, going into the
studio and making a ten track “statement.”
But that’s like saying typewriters have to be an office
fixture. And you can’t post online unless you write in multiple
paragraphs. And texting must be abandoned because it’s not in depth
enough.
The goal of a musician is to be AHEAD of the audience.
Right now everybody’s behind.”
