http://www.kingsofar.com/2008/07/21/emi-consumer-behavior-approach/
Posted July 21, 2008 — in Music News
The Guardian has a piece today discussing EMI's strategy to gain future revenue and stay afloat. Nick Gatfield, who was responsible for discovering Amy Winehouse, is heading up EMI's labels in the UK and the US. EMI has a new approach to consumer research.
"We have been relatively unsophisticated in understanding the consumer. Our direct relationship with the consumer has been very poor," Gatfield says. "We have had a good relationship with the gate keepers, the radio stations and media companies. But increasingly, our mission is about understanding music consumers and not the tastes of Radio 1."
EMI believes understanding consumer behavior will result in signing artists that people will pay for and delivering music in the proper formats. Of course this sounds more scientific and seems more suitable for a pharm company than a music company.
UK Chief executive of Universal David Joseph says, "We think that if you get the right artists, consumers like being told what to buy, as opposed to trying to find out what they want," he says. Research can only take you so far. "If they say they like Abba, are you going to get on a plane to Sweden?"
"Amy Winehouse and Take That are successful recording artists, we don't sit around talking about their brand values," says Joseph. "If you sign quality, the commerce will follow."
I think we are suffering from an epidemic of over-thinking, especially when it comes to signing artists. You either like it or you don't. I'm not suggesting you lose your mind, but the minute you start analyzing market conditions, playlists, and consumer behavior - you will bet yourself right out of the game. Plus, most consumers don't even know what they like. Go ahead and ask a consumer today what type of music they listen to and the response will be 'EVERYTHING'. How do you quantify 'EVERYTHING'? You can't. Therefore, signing artists should be based on great songs, stage presence, and activity.
I completely agree that you can never go to consumers when it comes to musical tastes. Ask a 14 year old, and they will tell you Hannah Montana or maybe a Lindsey Lohan.
Comment by rick — July 21, 2008 @ 9:29 am
Record companys need to post MP3 clips of their artisits on their, or someones, website. All I want is 30 - 60 seconds of the tune so I can judge for myself. They need to make this front page on their site, (don't make me hunt for it) and NO I'm not going to sign up for an account or give you any information for the privledge of listening to the artist/product you're trying to sell.
This isn't rocket science. The South-By-South West Music Festival posts MP3s of most of the artists that perform. I work my way through the list, find who I like and go from there.
Comment by DaveT — July 21, 2008 @ 9:57 am
I would agree to that Dave. Give listeners a sneak preview like a movie trailer.
Comment by paramore — July 21, 2008 @ 10:16 am
This seems like obvious marketing 101 to me. Production-oriented approach vs market-oriented approach….yeah i'll take the marketing approach every time
Comment by dan — July 21, 2008 @ 4:07 pm
I agree that record companies need to post MP3 clips, but not 30-60 samples. These are not enough to fully evaluate a song. They should allow streaming of the whole song. There are some sites like Rhapsody and iLike that offer this service but I believe it should be universal. It would allow the consumers to sample music that they wouldn't normally be exposed to and consumers will buy something if they like it enough. Some people will inevitably take advantage of this but I feel that they are in the minority. I would buy more music not less if I could sample whole songs.
Comment by Riley — July 21, 2008 @ 5:59 pm
The last part is a great point. Consumers really do not have any clue what they like. And just because something's on their iPod or downloaded on iTunes doesn't necessarily mean people want more more more of this same thing. Maybe ONE Amy Winehouse is enough.
Comment by Keith — July 21, 2008 @ 10:05 pm
Maybe put that focus and money into letting artist grow and develop within a contract period… Let them write and collaborate for a year or more to make a TRUE album.. put out a great record that isn't pressured by for instant single iTunes success, and pushed with budget & time constraints. Then maybe you'll have a successful artist and an album people want to buy to enjoy the entire work not just 30 second song clips online. Not many "Goodbye Yellow Brick Road's" "Use Your Illusion's" "Bat Out of Hell's" "Dark Side of the Moon's" etc. etc. being released nowadays (well maybe Re masters I guess)… you get the idea…
Comment by RR — July 21, 2008 @ 10:25 pm