PCB2 - Podcasting and the Music Industry Panel - Melanie Van Orden

Moderated by Melanie Van Orden - PunchBuzz Online Music Marketing

On the panel - CC Chapman (Accident Hash & The Advance Guard), Fred (Select Records), Mathew Wilkening (What Are Records), Adam Lewis (The Planetary Group)

CC - It’s more then just the music - get yourself out there, use new media, share your music.

Melanie - Sometimes people get so worried that their music isn’t going to sound polished, raw can be even better, just jamming on the couch.

Adam - When a band is new then they’re all about giving out free stuff, to get out there. [But how will older, more established bands utilize it? That’s the question.]

CC - James Brown did it.

Adam - Yea but where is James Brown now?

CC - It’s more then just putting up music and getting it out there - its about being a part of the community

Adam - we were just talking about how bands don’t even have websites anymore - they just have a myspace page.

Melanie - If a band solely uses myspace as their main site they can’t control their traffic and are just giving away everything.

Audience Question (AQ) - What do you think about what Radiohead just did to get money?

Fred - I think it was great for radio head not necessarily the industry, and from the reports I’ve heard they’ve brought in a lot of money. It’s just another thing devaluing the industry.

Adam - maybe it makes sense for some. one thing that’s not cool about it, alright so now they’re asking fans to do the right thing and pay what you think is fair - but when they release the album the old school way in the store their going to put bonus tracks on that? so i get rewarded by having to buy it again?

Melanie - I’m so glad you brought this up - this is a perfect example of how the music industry is struggling - how are they going to make money with music? If they release the same album with bonus tracks they may kill themselves. What’s radiohead going to do next?

Fred - Reminds me of these cell phone companies, if you go over your minutes you get hammered, if you’re under you also get screwed because you paid too much.

Matthew - I wonder with radiohead how they’re going to stay on top. There is no marketing supporting it.

Melanie - it’ll be interesting to see what they do and if it works

CC - see i think they did more marketing and pr then anything else

Adam - everyone knows

CC - everyone is talking about it

Adam - but they went from being smart to doing something so stupid - that’s why we’re in a bad state right now - there is no trust between the industry and the consumer

AQ - it’s like the apple reduction on the iphone where they dropped from 600 -200 and the consumers bitch and get something back

AQ - How do you re-introduce an artist who may have been big in ‘95 ect through podcasting?

Fred - Maybe a podcast compilation

Matthew - show ppl how they’ve grown and what has transpired

Melanie - maybe video

CC - the two not using podcasts are hip hop and country. There is an under served market and die hard fans.

AQ - What is your take on the Madonna contract, with live nation where she is turning more digital right up front.

CC - I love the fact that all these major artists are trying new things. I think it’s going to be interesting to see what she does . I heard someone say they think she’s desperate for attention. I’m curious to see what she does with it. I’m watching to see what Trent does too.

Matthew - her biggest thing is the touring - so [she’s] using this to drive her revenue in other streams

CC - I think it’s funny that artist are realizing they can make more money without the labels. The labels need the artist way more. but if you’re going to go without the label you have to work your ass off. That’s why when I do buy a cd I hand the money directly to the artist if I can.

Melanie - that’s the thing this might be a better experience for the consumer

Fred - Madonna is the exception - so what she does may not apply to other artists. Some really need a label - there can be a good relationship made between artist and label.

AQ - radio stations are going to be expected to pay for licencing to play music on air, how could that affect podcasting.

Adam - (directed to CC) how many listeners would you need before you pay the $600 a year to play label artist?

CC - I’d rather play Indie artists - that have the full rights to their music

Fred - wouldn’t it be good to know that artists get paid for where ever they get played, though

CC - I’d rather pay the artist directly

Fred - the thing people have to remember that this is a frontier, its not laid down yet.

CC - it’s not figured out until someone get sued. I don’t know but I don’t want to be the first person. It’s not black and white.

AQ - webcasters.org has a pdf for download about all of this

AQ - does this count for someone playing live?

CC - yes.

AQ - do you have any best practices for independent artist

Melanie - use your e-mail contact wisely, you have to learn to cultivate your fan relationships

CC - find those rabid fans who love to talk about you, then give them everything they need to get you out there. Be in as many channels as possible. Record your rehearsals and get those out there. try something new if it doesn’t work then don’t do it again.

Melanie - make it easy, click click, the easier it is the more people will do it

AQ - I’m curious about facebook - what would be good ways to use it? Any applications you recommend?

CC - Encourage your friends to use ilike - get’s you out there through itunes. facebook insists that you are a human - but you can create a group. That’s an easy way to reach out to your friends and fans. Maybe one of your fans is a programmer, the possibilities are endless.

AQ - One thing i caution about facebook is they own all rights to everything posted - so be careful

Melanie - you have to get creative off your back end too, you can’t live off album sales.

Fred - The money is shifting to merchandising and live shows.

Fred - Offering the album for $7.99 on iTunes but not selling any singles - is a great idea.

Melanie - [Ok we’re out of time.]

*The End*