Million Media

See Things Differently

“Micro-elite” For Music Discovery

An interesting concept posted on John Naughton’s Memex blog, introduces the idea of a ‘Micro Elite’. Put simply, it is a small social network group collaborating or expressing their views resulting in far more valuable information than the mass User Generated Content approach adopted by mainstream social networks.

In fact, this has always been the case, only it was never termed ‘micro elite’. For instance, the NME is a micro elite of music obsessed journalists collaborating on a magazine, Radio One is a micro elite of broadcasters, etc. But it also highlights why I find sites like Hype Machine, Critical Metrics and far more rewarding and valuable than discovery sites like After all, just because something is popular with thousands of people, it doesn’t mean you’re going to like it. What you need is to find a ‘micro elite’ of people / users / writers, who you trust and can constantly recommend and suggest new ideas. Naturally, this can extend far beyond music in to TV, film, radio, gadgets, etc.

I think it’s a very powerful idea, and well worth developing for music discovery.


About Neil

Neil Cartwright founded Million Media in 2006 with the aim to help people understand digital marketing and use it to their advantage. The vision hasn't changed but the technology has.

One comment on ““Micro-elite” For Music Discovery

  1. David Jennings
    December 7, 2007

    What’s new, as you kind of imply, is that now micro-elites aren’t restricted to those who get themselves jobs at Radio 1 or the NME. People in very niche elites can organise themselves and create micro-communities with deep trust among their members. (As an example, I’ve got an interview with the ‘leader’ of one such community on my blog.)

    I don’t think you should write off, though, as many micro-elites are using it as platform for building groups and communities of people they trust. See examples like My Gang (it’s not mine!) or This Group Only Exists To Have The Best Eclectic Radio Ever – Period.

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This entry was posted on December 6, 2007 by in music.
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