This little ditty caught my eye this week
Video of Blunt single gets mobile premiere
the subtext: Wide range of artists to offer downloads first and Music trend is big driver in attracting 3G customers
The video for the new single from James Blunt will today receive its global premiere on mobile phones, part of a trend that the industry predicts will next year see them becoming as important as radio and television in promoting artists.
The Guardian article goes onto say, quoting Danny Van Emden from EMI,
Danny van Emden, digital media director at EMI, said that the opportunities were greater than those afforded by music players such as the iPod because nearly everyone, not just internet savvy early adopters, has a mobile phone. "I can't see a single campaign going forward that doesn't have a mobile element to it, from the lowliest act to the biggest global superstar."
And
John Reid, executive vice president of marketing at Warner Music International, whose artists include Madonna and Green Day, said that the mobile aspect could become as important in revenue and marketing terms as traditional formats.
Tomi and I know that music is one of the critical element in the development of mobile 3G services which is why we have devoted some time looking at developments on a global basis.
The inevitability of such developments is obvious to us and the mobile will become the channel whereby bands of the future will have no choice but take the mobile and mobile internet seriously.
As we pointed out the Artic Monkeys got to Number 1 in the UK pop charts off the back of their digital platform and allowing their fans to download and share content. Rapidly building a loyal fan base.
No more epic stories of driving around in beaten up old transit vans up and down the country, well not quite anyway. LIVE music will always be live - but today their is a very different way to reach your audience.
We like to think about this as "flowability"
Or, that we’re tired of the 20th-century model of being passive consumers of mass content. We’re transitioning to a new kind of culture. More participatory, more open, more interactive where the locus of control passes to the people.
The language od post modern culture is based upon - Flexibility - fluidity - portability - permeability - transparency - interactivity - immediacy - facilitation - engagement.
I think that companies are still in their infancy in understanding what the new digital world can bring them. I think it is life affirming, and optimistic. And, enabling or facilitating peer-to-peer flows of information and communication will transform business models.
The mobile and the internet are central to that.
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