Everybody Knows –edited edition.


1. Most tweets go unread.

Just because you tweet, don’t expect your followers to see it. Few view their feed comprehensively. They check in and check out. Catching only bits and pieces. Even forgetting your fake and dormant followers, which are voluminous, far fewer than fifty percent of your followers see one of your tweets. Actually, I’d be stunned if 10-15% of your active followers see one of your tweets.

So, natural reaction would be to repeat your tweet. But this only pisses off those who are truly paying attention.

People use Twitter as a snapshot of what’s going on, they check in when they’ve got time to waste and when really important stuff is going on.

Tweet, but don’t expect it to pay dividends. It’s a gift to your loyal fanbase, which is a far cry from your total fanbase.

As for driving your follower count up… Shy of buying or begging for followers, you can’t. Something else has to drive adoption.

Twitter is just like everything else online. A minor piece of the puzzle. I know it’s overwhelming, trying to get traction. But have sympathy for the public, which is bombarded with more information than it’s got time to pay attention to. And when you sneak into their feed, through subterfuge or sheer attack, you only piss people off. People trust their friends. And they’re constantly checking the momentum online, what’s trending, they don’t want to be left out of the discussion. You can’t create mo by inundating people who don’t care with junk.

2. Unsolicited e-mail is ignored.

It makes you feel good to send a link to your music, or god forbid attach an MP3. Everybody who gets this e-mail instantly deletes it. If anything, it works against you.

So you send a bunch of e-mails from a list you acquired and expect something to happen. It won’t.

3. Creating an app is a waste of time.

It’s kind of like CDs. When they were rare, when manufacturing couldn’t keep up with demand, you could sell anything on disc. Back in ’82-84. But then AOL spammed the world with discs and devalued CDs and it became about what was on them more than the format.

The app gold rush is over. An app is a service. If people are going online constantly for updates, maybe an app is worth developing. But don’t view it as a profit center.

Of course, there will be new, successful apps in the future. But their financial success will be like winning Powerball. If you like those odds, go for it. Otherwise, keep practicing your music.

5. The sound of MP3s suck.

People just don’t care. They don’t want to sacrifice portability. A higher res format will not succeed by telling people what they’ve got is bad, but by creating something so incredible people flock to it.

7. The bankers don’t create anything.

Instead of whining about higher taxes, they should work on transparency, showing their worth, their help in building new businesses. But you can’t illustrate that which does not exist.

8. Most Android owners use few apps.

The phone is free, the knowledge is not. They can check their e-mail, text and possibly shoot photos, but beyond that, they’re clueless.

9. Record (Recruitment Companies) companies rip off acts (Recruiters).

Their plan is to just sign up the ignorant and rape them. Not a long-term strategy.

6. Success is not instant

Look at Rod Stewart. He auditioned for Joe Meek in 1961. He didn’t break through until 1971.

Music executives are chasing the Forbes 400, they should be playing to the acts. Then again, like the rest of the CEOs at public companies, they’re interested in instant results and quick payouts, the future is irrelevant to them, they won’t be there.

6. You can have a direct connection with your favorites online.

If an act is not doing this, it’s operating with one hand behind its back. People want to know everything about you. Fire your publicist, pitching bland information in mainstream publications no one is reading, and go straight to your fans in an unvarnished fashion.

7. Innovation is constant.

We see this in tech, one breakthrough after another. The only reason we haven’t seen this in music is too many are chasing the major label/radio paradigm. However, that’s where too many of the few riches in this business presently reside. Music would be better if you could earn more money making and performing it. But if you want this to happen, don’t get angry with fans for stealing, get angry at an economy which gives untold riches to those who create nothing, like the bankers, or are overpaid, like the CEOs. Once upon a time, musicians were rich and beholden to nobody. Now they’re clowns in the circus kissing the butt of the elephants crapping on them.

Please note that I have stolen this blog from Bob Lefsetz, why did I do that? because I really like his material and have published the parts relevant to my audience, in the hope that you will go and enjoy his blogs as they come out.

From your friend in Web, Jason W. Roulston (not on gardening leave anymore).


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