Million Media

See Things Differently

Is ‘Tribe Management’ The Future Of The Music Industry

I’ve been reading more of Seth Godin’s blog. Actually, I’m not the only one since he claims it to be the most popular ‘Marketing Blog’ on the Internet. This article, actually a transcript of a speech he gave, is espousing the theory that Tribe Management is the future of the music industry. It’s a long article but very entertaining since Seth obviously has a great dry sense of humour. Read Here.
To save you reading I’ll summarise – When fans can get all your music for free then what matters, above all else, is the relationship between an artist and their audience.

Simple to write, but what does this mean? Well, think about the traditional music industry and you think recording studios, marketing budgets, promotion, pluggers, distribution, CD’s, front covers, playlists, superstars, etc. But now imagine all this has gone then what is left? Artists are still playing music and an audience is still listening to it. Which means the ‘Record Industry’ of the future is going to be based on relationship building rather than distribution or marketing muscle.

Thinking further, this is central to what Million do already. Our website design, our content management, writing news, managing social networks, posting music and photos, sending emails – it’s all about building fan relationshsips. The goal is not to keep a website up to date – it’s to keep fans coming back and entertained. Social Networks are not about promotion but touching fans in places they hang out and in an environment they control.

So, as from today, if any body asks, Million are a company who build fan relationships, in addition to Digital PR and Marketing.

To give you a further insight, here is a outline of the Jamiroquai Digital Universe. Million have created multiple touchpoints between the band and their fans to enhance as much as possible the relationship enjoyed between artist and audience. Fans are provided with tools, widgets, news and photos but within environments they control and manage. The retail element is constantly available but fans decide which store they want to use and so have an element of choice on price, format and quality (or at least they would if Sony BMG enabled them to have that choice – this is where theory falls out with reality).

jamiroquai universe


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.

3 comments on “Is ‘Tribe Management’ The Future Of The Music Industry

  1. netvalar
    March 6, 2008

    I could work in my list of Record Label 2.0 posts but when I did the search on my blog I noticed the 1st couple of posts barely are related. Here is the link to that search anyways

    However for a direct link to one of the articles I wrote in regards to music fans being the label of the future.

    Not only that but also through affiliate programs such as Amazon and Itunes your fans can be part of your sales team too.

  2. Pingback: Relation vs Produkt | jacksoncage

  3. Antill
    March 30, 2008

    Nice one, thanks for summarising the article. It’s interesting to see that music marketing is evolving around a concept that has been known on stage for ages.

    The most boring shows are those with “one way” communication, similar to dropping a cd in a cd player. The second the band reacts to the audience things get interesting. Still, it might just be a job no agency, label, etc can do for you in a convincing matter?

    Does anyone have a solution? Maybe bands should jam out with their agencies more 😉


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This entry was posted on March 5, 2008 by in artists, marketing, music.
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