Monthly Archives: September 2011

If only there were an American Idol for grown-ups: how to market new, indie music to an adult audience?

Once upon a time, marketing music must have been so simple: in the ’50s you just bribed a local DJ and off you went. By the ’80s it was a little more complicated – in addition to cash you needed to bring coke and hookers, but still, it was a straightforward process and everybody understood the rules.

Maybe that’s understating the difficulty of getting discovered back in the Good Old Days®, but there’s no arguing that things are a lot trickier here in the 21st Century, as nichification, genrefication, segmentation, fragmentation, the consolidation of major labels, the profusion of new media and the ascendancy of coolmongering has so dramatically complexified the challenge facing new bands that it’s a wonder anybody even tries anymore. (And if you’re naïve enough to think that hard work and talent will ultimately win out, well, welcome to math class.)

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