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December 09, 2007

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Steven Mandzik

personally I love Radiohead and I respect them so much for doing this. They are still making money, will still make money in the future, and frankly shouldn't really need to worry about whether they make 10 or 30 million (they are artists right).

But what about new, up-and-coming, and semi-pro artists. Basically, all of those folks on a shoe-string budget, no name recognition, or one week away from a "real" job, will this work for them?

Maybe, maybe not. Remember Radiohead initially did have a record deal and you had to pay the store price for their stuff.

There may be no answer at this point, but I would recommend any band follow this business model. After all becoming huge is all about establishing a fan base, and what better way to do it than to give it away? (is it better to make a lot of money off of a few people, or little to no money off millions...)

Alan moore

DEar Steven,

Thank you for your considered comments... it certainly is an important point you make. Also it would have been interesting for Thom Yorke to discuss how he saw the music business developing for young talent rather then thumbing his nose at EMI for example.

But what about the Artic Monkeys. I admit great great songs. But they got to No.1 in the UK charts unsigned. Or the artists Cassidy in the states whose track I'm a Hustla' became a massive hit because people were forwarding the ringtone and the track to each other.

Myspace and the network effect, plus sharing and giving away songs helped them significantly.

Does it have to be one or the other? No - its about studying closely what works and why and then trying to do that on your own terms.

Things like Pitchfork media have a role to play here too and also we see that bands want to manage their basket of rights in a very different way. Physical distribution no longer is the key to success as it once was.

Thanks for posting

Alan Moore

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    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Hong Kong but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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