E heluhelu ana au i kahi leka ma ka ʻO ke kumu kiʻekiʻe he 10 ke hāʻule nei ka ʻoihana Mele, paipai ʻia e ka hoa hana ʻO Steve Gerardi. While I don't disagree with anything the article states, I do believe it can be summed up in a single reason.
ʻO ke mele hana blocks the path between fans and the talent in order to monetize it. If a band wishes to get discovered, the industry continues to try and own the production, the airplay, the distribution, and even the sponsors who can make a concert tour happen. If you're a talented and hard-working band, there's probably nothing more frustrating than trying to get discovered in the industry. No wonder why so many are abandoning the demo CD and simply moving to social media to generate demand and grow their fan-base. There's a better chance they can be successful without the industry.
Ua lanakila mau nā holomua o ka ʻenehana i nā ʻoihana nāna i ālai i ke ala:
- ʻO nā alanui, nā kaʻa, a me ka ʻenekini i hōʻā ʻia i lilo i mea wikiwiki, ala maʻalahi o ka huakaʻi ma mua o ke kaʻaahi a me ke kaʻi.
- Ua hoʻololi ʻia ka leka uila e ka leka uila.
- Ua pani ʻia ka kaʻa ʻana a me ka hana pū ʻana me nā mea kūʻai aku hana nui e nā polokalamu ʻoihana kelepaʻi a me ka lawe ʻana i ka pō.
- Ke hāʻawi nei nā blog, nā mea hou a Twitter a me Youtube i ka wikiwiki, ka maʻalahi o ka loaʻa ʻana o nā nūhou e pili ana ma mua o nā makasina a me nā nūpepa.
- Hoʻololi ka leo ma o IP a me Kelepona Kelepona i ka home a me ke kelepona ʻoihana.
- Hoʻololi ka polokalamu ma ke ʻano he lawelawe i ka polokalamu hoʻouka. Holo ia ma luna o nā kikowaena kikowaena ʻoi aku ka ikaika, a ʻoi aku ka maʻalahi o ka hoʻokele a me ka hāʻawi ʻana.
Ke hiki mai ka manawa kūpono no ka ʻoihana mele e hoʻopili, ua koho lākou e kaua ma kahi. ʻO kēia pela ʻino ... e hoʻouka nei i nā mea pā e mālama nei i kā lākou kālā hope loa no ka ʻahamele a i ʻole CD hou. Ma mua o ka loaʻa ʻana o kahi hana kūpono no ka loaʻa a me ka hāʻawi ʻana i nā mele i nā mea pā, a me ka hoʻohui ʻana i nā mea pā i kā lākou punahele punahele, ua hoʻāʻo ka ʻoihana e hoʻopau i ke kahe ʻana a hoʻolōʻihi i nā loaʻa ma kahi.
Me nā hiʻohiʻona āpau ma luna, ua nānā ka poʻe alakaʻi i wae ʻia i kēlā ʻoihana i ka manawa kūpono e wāwahi ai i nā ālai alanui. ʻOiai wau e hana ana i ka ʻoihana nūpepa, ua nānā mākou āpau iā Ebay a me Craigslist i huki ai i nā hoʻolaha. Ma kahi o ka hoʻopukapuka ʻana i nā palena palena o 40%, ua koho ʻo moguls media ma kahi o nā uku momona.
- ʻAʻole hoʻohana pilikino ʻia nā kaʻaahi a hilinaʻi i ke kōkua aupuni e hoʻohana ʻia. I ka manawa like, hoʻopukapuka ke aupuni i nā alanui ākea a me nā alahaka ʻoi aku ka nui… e maʻalahi ai e hoʻomau i ka hoʻokele i kā mākou kaʻa.
- Hoʻomaka ka USPS i kāna lawelawe pūnaewele, e hoʻouka ana i nā uku o ka mahina a me ke kumu kūʻai like e paʻi i kahi paʻi ma kāu mīkini paʻi ponoʻī. ʻAʻole maʻalahi ... ʻano hū.
- Retailers now lobby for the taxation of online commerce to make things ‘fair'… even though they're the ones that cost us money for intersections, road development around shopping malls, and take advantage of local police and emergency service. Instead of making their goods more easily distributed online, they're fighting to protect their turf.
- Journalists continue to abandon the value they bring and are now just TMZ outlets with link-bait titles and smothered with tons of advertising. While consumers purchase more and more relevant content, newspapers continue to centralize operations and distribute mass-produced content that's less relevant.
- Hard-lined phones continue to bundle services, discount to acquire then raise prices, and haven't updated their networks nor technology. We're simply turning them off and using our mobile phones now for everything.
- Ke hoʻololi nei i nā polokalamu hoʻouka e nā polokalamu liʻiliʻi, liʻiliʻi ikaika, lawe lima a me nā ao. Eia hou, ma mua o ka hoʻopukapuka hou ʻana i nā loaʻa kālā, hoʻoikaika ka ʻoihana kahiko i nā kūʻai aku aku i ka nui. E hiki nō naʻe ka mea hiki ʻole ke ʻike ʻia.
The acceleration of technology continues to help with this. Just within the music industry, I've been amazed at applications like Kahului, Kahului, Kuhikuhi a Spotify. Combined with Twitter, Facebook and Youtube – I can discover, find, watch, follow and be alerted when the music I like is coming to town. And most of these applications don't cost a dime. The best part is that I can go see the band and spend my money on great tickets and merchandise… which often benefits the band much more than selling a CD!
If you want your business to not just survive, but flourish, you have to remove the road blocks between the customers you serve and the results they're trying to achieve. Whether you're a marketing technology that lacks the features, or you're a business that is watching the competition taking market share. It's not always about the expense… many people will pay more when they know they can do things faster and easier. If they can't do it with you, they'll do it with someone else.