World of Media 2.0 Further Defined

22. February 2010 by Ivan F. Alvarez.

As the world goes round and things evolve, clear patterns and leaders are emerging.  Social networking has evolved into social marketing and direct to fan relationships are now a vital part of most artist development projects.  To this end, Topspin seems to have their finger on the pulse more than most.  Perhaps their biggest challenge to date has been describing what they do.  I know how they feel as I keep getting the same questions about what we at CdA do as well.  The notion of direct to fan marketing tools is no more familiar to the average industry person as is the whole “Label Services” concept.  With time, and as the realization of the need grows, you will see more competent teams coming together and supporting the vast creative community who, in the end, do what they do.  Even if they now are empowered to do everything, the reality that they CAN’T do everything is dawning on them.  The period of artistic euphoria will wane and they will partner up with people willing to be part of THEIR team.

Ian Rogers, CEO of Topspin,  said something in his fistfulayen blog (http://www.fistfulayen.com/blog/) that I think sums it up:

“Media 1.0 was a world of limited distribution and therefore attention abundance.  Media 2.0 is a world of unlimited distribution and therefore attention scarcity.”

Distribution is no longer the problem.  Garnering attention to what you are offering is now the issue.  So how do you successfully launch an artist, movie or other entertainment property?

1)  Don’t suck

2)  Play your position

3) Surround yourself with people who have seen this movie before

4) Have a plan before you start

The above does not guarantee success but not doing it almost guarantees you failure.  It’s not the money, it’s the talent on both the artistic and commerce side of the fence that makes a successful project.  Rushing a product to market never really works.  Give it time, don’t be impatient.  If you do, it will likely last longer and go further.

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