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High-Resolution FEATURE MEME

You drive into any ghetto in the USA and you can find an 8-year-old kid selling crack on the street corner. The shoes he chooses to wear are usually the most expensive Air Jordan sneakers.

 

High-Resolution Air JordansBut the kid is 8.

 

That means he was born in 2009.

 

Michael Jordan retired in 1993, 16 years before the kid was born.

 

Odds are he’s probably never even seen a single video of Michael Jordan playing basketball.

 

Why then, are these shoes so relevant to him that he would spend $280 on a pair?

 

Answer: Because everyone else is doing it.

 

This is great marketing. The value to the kid comes from society, not the fact that he has any awareness of Michael Jordan.

 

Great marketing works on music and the price of music as well, more on that in a second.

 

Everybody in the industry complains about how there is no more value in recorded music.

 

They also bitch about the fact that consumers don’t know good sonic quality from poor sonic quality.  They seem perfectly content to settle for crappy sound. If they did know the difference and they all made their purchase decisions on the actual quality of audio, they never would’ve bought CD’s to begin with.

 

High-Resolution MP3 Over Article

Last week the industry ditched MP3’s for AAC’s both of which sonically don’t come close to competing with WAV files which pale in comparison to analog.

 

 

 

 

 

 

 

Consumers don’t purchase music based on the quality of the file for the quality’s sake.

 

It’s obviously about the song but we can be smarter. This doesn’t have to be negative.

 

I was listening to the hosts of The Music Biz Weekly Podcast discuss Pono Music’s plans to become a high-resolution streaming service. Every one of their points was spot on (I love this podcast) but they missed the boat one very important fact; consumers don’t shop based on value.

High-Resolution Music Biz Weekly Podcast Logo

 

We all like to think we do but we don’t.

 

We all shop by comparison.

 

The only reason music fans glommed onto the CD, a format quality which was exponentially inferior to vinyl, was because they were told to.

 

Equally so for the MP3. Steve Jobs sold a fancy new device called the iPod which could hold “1,000 songs in your pocket” but only if they were in an MP3 format.

 

High-Resolution iPod Ad

We loved 1,000 songs in our pocket enough to care less about the audio quality.

 

 

 

 

Yes, the sonic difference between digital and analog is certainly more apparent with dynamic music like jazz and symphonic music.

 

Modern music is so compressed only experts can tell the difference.

 

It’s also true that most consumers these days are listening to their music through ear buds which are drastically subordinate to a larger powered speaker with regards to the frequency spectrum.

 

High-Resolution EarbudsSo what?

 

It doesn’t matter.

 

The argument that all these factors are the reason that consumers won’t adopt better quality audio is hogwash.

 

It’s true, consumers can’t hear the difference!

 

It’s not as immediately apparent in the mind of the consumer as a brand-new car vs at rusted out piece-of-crap, although this would be an accurate sonic metaphor.

 

They can’t distinguish between superior and inferior sound quality because somebody (like Steve Jobs, for instance) never communicated the difference, made it cool, gave them a sufficient reason to purchase, and charged them more for the better quality.

 

High-Resolution Damn the Torpedoes

Music used to cost $3.00 per song. Tom Petty’s Damn the Torpedoes came out in 1979 and cost $8.00.  Put that into an inflationary calculator and that $8.00 in 1979 is worth around $29.82 today’s dollars.

 

 

 

 

But Petty’s latest release, Hypnotic Eye, can be purchased on iTunes for $10.99 just like every other record.

 

This is because one man, Steve Jobs, said so.

 

If consumers went down in price because they were told to, we can certainly go up in price. The trick is to affect the consumer mind to believe it’s worth it.

 

NOT ROCKET SCIENCE.

 

High-Resolution Pono Music

Too many industry experts naturally and understandably want to attach the “worth” of the format to a tactile, tangible value. Just listen to that Music Biz podcast and you hear all the intelligent arguments.

 

Herein lies the mistake.

 

I’ll explain.

 

Pono Music was the self-proclaimed “pet project” of Neil Young that he initially funded (at least partially) by a Kickstarter campaign. Pono Music offered (for lack of a better term) “Super-HD” 192k, 24-bit audio files for $3.00 per song.

 

This was a genius idea, in my opinion, right up until Young went old school and required you to purchase a separate, expensive, clunky device to play the unique audio file required to deliver the Super-HD file.

 

High-Resolution pono Neil Young

 

 

This was an incredible missed opportunity.

 

 

The audiophile market has always been extremely small and certainly NEVER in the mainstream.

 

When vinyl was the ubiquitous format for music, there were sonic enthusiasts who would purchase insanely priced speakers and amplifiers to interpret their favorite recordings at a higher fidelity level than any normal market equipment.

 

High-Resolution SACDDuring the CD age, we had SACD formats which also provided high-resolution audio but you had to purchase a $3,000 – $20,000 CD player to hear it.

 

This was inconvenient obviously for the prohibitive cost, but also because the SACD wouldn’t work in the car.

 

Therefore, only audio elitists would spend that kind of cash to listen to the superior sound quality because they could hear the difference.

 

That previous statement is partly true. I personally know more than a few dudes who only had all the hottest audio products because someone told them they were the hottest audio products and they had the money to spend and people to impress.

 

High-Resolution SACD PlayerWhat Neil Young and Pono Music should have done was taken the hint from Gillette; GIVE them the razor and sell them on the blades.

 

 

 

Right now, the music industry has the capability to make everyone feel like and want to be an audiophile, or at least expand that market exponentially, while returning the value of recorded music to its original price at the same time.

 

High-Resolution Gillette Ad

See how they show you it’s worth it?

 

The industry can do this because, for the first time, it can be convenient for the consumer to actually be an audiophile if we would just be smart enough to make it that way.

 

 

For all the attention to detail that Jobs and Apple are known for in their superior quality products, they completely failed by installing the Quicktime audio player in the iTunes software.

 

High-Resolution QuickTime Equals Poop 2There is not a bigger piece of crap out there. Total disaster.

 

If you’ve ever listened to a stereo mix of a song in a recording studio as it plays in Pro-Tools (or any DAW) and then uploaded that same mix into iTunes and listened again, you know exactly what I’m talking about.

 

It’s like somebody hung some thick wet towels over the tweeters. It’s horrific! (Seriously, what Quicktime family member married someone from Apple to allow this to happen?)

 

For this reason, there is a company called Amarra Music Software that makes a plugin for iTunes which disengages the Shitateous Quicktime player and sends the signal through their high-resolution audio player.

 

 

High-Resolution Amarra Ad

 

 

The difference is astounding.

 

 

 

 

 

Everything is digital now, and outside devices are dead (even the iPod isn’t around anymore).

 

High-Resolution iPod NO MEME

 

Why doesn’t the record industry GIVE consumers an Amarra-like app for free? This app would allow consumers to play all their normal audio files plus the 192k 24-bit high-resolution files.

 

If we tell them the audio is better, and it truly is, they will purchase it provided it will work everywhere.

 

Simple.

 

 

 

I’ve done it, by the way. I have proof this will work.

 

We tried a psychological marketing experiment on the Bailey James’ fans.

 

Follow me on this.

 

Everyone on Bailey’s list got there by downloading a free MP3 file of her latest single (at the time).

 

We sent out an email with the subject line “I have another gift for you”. In this email, Bailey explained in a video that she needed their opinion on something. She talked about how there was all this chatter regarding high-resolution audio with Jay-Z and Tidal, how HD Radio says they broadcast higher quality than XM-Sirius Satellite Radio (it’s true), and you can get high-resolution streams on the premium Spotify subscription.

 

 

Bailey then offered her stamp of approval and told them what to think (intentional neuro-linguistic programming here) by explaining that she’s been in the studio enough to tell the difference between an MP3 file and an HD file (HD file was simply a WAV but we branded it with a term that consumers would immediately understand). She illustrated how she could hear the bigger low-end and smoother highs when she cranks the song.

 

 

High-Resolution Them Finger MEMEThen, without asking for anything, she made it about them. She stated, “It doesn’t matter what Jay-Z, HD Radio, Premium Spotify users, or I think, it matters what YOU think.” She told them that she had attached a free HD download of the same single they already have. She was giving this to them because she wanted their feedback.

 

The only thing she requested in return was for her fans to CRANK the 2 files back-to-back and reply to her via social media as to which one they felt was better.

 

As you can easily imagine, EVERYONE thanked her for the second free track and clearly favored the HD audio.

 

Because we told them to.

 

When Bailey’s EP was released, we offered the normal downloads you’d expect on her web store, but we also offered HD (WAV file) downloads of each song as well as the complete EP.

High-Resolution Bailey Store 2We charged the standard .99 cents for an MP3 file but $1.49 for an HD single.

 

Over 80% of all the music sales in Bailey’s store were HD audio files.

 

 

 

We told them it was cool and got them to tell each other that it’s cool. That made it cool.

 

If we all purchased our products solely on price, functionality, and real value, we’d all drive the same cars, wear the same shoes, and tell time on the same watches.

 

But we don’t.

 

We shop by comparison.

 

That kid selling crack in the ghetto wears $280 Air Jordans because he thinks it’s cool. He thinks it’s cool because everyone he looks up to is wearing them.

 

High-Resolution P.T. Barnum MEME

“Nothing attracts a crowd like a crowd.” – P.T. Barnum

 

 

 

 

 

If it’s convenient, and it’s perceived to be cool because “everyone is doing it” then we can sell Super-HD audio for $3.00 per song.

 

No, they won’t be able to tell the difference, especially on super compressed pop music but that DOESN’T MATTER.

 

They will feel like a baller for only $3.00. It’s not that much money.

 

What would music sales look like in 2017 if every label re-released Super-HD audio files of all the best-selling records?

 

Oh, and you know what makes those Super HD files sound even better?

 

A killer expensive set of powered speakers, or headphones, amplifiers, etc., but I digress.

 

 

Stay

 

In

 

Tune.

 

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Relationships Feature MEME

 

Imagine that you’re going out on a first date. This person is someone that you’re excited to get to know better but for some reason, you’re feeling excruciatingly nervous. You meet up with the date Relationships Nervousand the night is a disaster.

 

Maybe you were the date and the other person was nervous, which made you nervous.

 

 

Have you been there?

 

Why does that happen?

 

Answer: Nonverbal communication.

 

Relationships Cave Man

 

As a species, we have been communicating nonverbally for thousands of years before we developed language.

 

 

 

 

Therefore, we are far better at receiving and understanding nonverbal communication than verbal communication.

 

Arguably, the percentages are different depending on what you read, but the consensus points to the fact that when any message is received, the majority of the information transmitted was nonverbal.

 

Relationships Cat MEME

 How you say it and what your body does while you say it is far more important than what you say.

 

There is an art to the nonverbal performance aspects of an artist. What are you doing when you’re singing? How does your body language communicate to the audience when it’s time to clap or if they should wait out a pregnant pause?

 

See how important it is?

 

It’s the difference between a green artist and a pro in every situation imaginable.

 

Relationships Upset Man MEME

 

 

As humans, we pre-frame people prior to meeting them all the time. Our brains are designed to conserve energy thus; we won’t spend too much time studying before we naturally fill in the blanks on someone filtering the data through our own emotional experiences.

 

 

 

 

We all have vastly different emotional experiences.

 

Plain English: You’re always being judged.

 

Here’s another good point to remember, I’m generalizing but our first impressions typically don’t happen when we decide to make them.

 

Relationships Introduction MEMEAnother way to think about it is that a first impression is DIFFERENT than an introduction. Rarely do these two separate events happen simultaneously.

 

Why should you care?

 

Answer:  Because your job as an artist is to communicate. Your job as a marketer of your art is also to communicate.

 

Understanding exactly how messages are received is an invaluable exercise for your artistic creativity, live performances, marketability, team building skills, networking, etc.

 

Relationships Introvert MEME

 

Right now, some of you are cringing because you’re thinking, “But, I’m an introvert and I suck at relationships.”

 

I’ve got news for you. You don’t suck at relationships.

 

By the way, an introvert’s reaction to this idea is completely understandable, isn’t it? They don’t view themselves as the gregarious, huge-personality-type sales person who is a killer networker.

 

In fact, many introverts may be a bit envious of the extroverts who seem to effortlessly create relationships.

 

Relationships Big Personality

 

 

Some introverts may even view this lack of outward personality as a detriment to their artist career.

 

 

 

The fact is that introverts and extroverts all have strengths and weaknesses when it comes to creating and maintaining relationships. One is not necessarily better than the other.

 

What makes one PERSON better at creating relationships than another person is self-awareness.

 

Identifying your strengths and weaknesses is quite empowering.

 

Relationships Schmoozing

 

 

 

While extroverts are good at creating many relationships, they’re often not necessarily good relationships or deep relationships.

 

 

 

 

Statistically, introverts are better at creating more meaningful relationships.

 

Maybe you feel shy and weird about schmoozing or “working the room” after a show, but when introverts are ready to create and maintain relationships they think deeply, they observe people well.

 

When faced with the thought of hustling or schmoozing, many introverts think, “I’m too shy, I could never do this.”

 

False! You CAN do this; you just haven’t learned how.

 

Relationships Social Media

This information is HUGE for industry events, after show hustling, AND SOCIAL MEDIA!

 

 

Often, before you “meet” someone on social media they’ve already scoured your Instagram account. They’ve already created an opinion on you as an artist.

 

If you’re aware of this dynamic, you can attempt to control the outcome as much as possible.

 

Themed accounts are pleasurable to viewers. Many of my client’s accounts are themed, albeit some more than others.

 

Relationships John Kern

 

 

@JohnKernMusic is themed black & white. He looks so cool in black and white (he’s extremely marketable in color but there’s a retro vibe that transmits via b&w with John).

 

 

 

@patience.reich has an account that is themed with the many amazing facets of her personality and work efforts. Patience is a black, female jazz singer (working on a pop record), MD (physician of Internal Medicine), true humanitarian (closing her practice every year for weeks or months at a time to travel and give medical care to children in impoverished countries), a marathon runner, a devout Christian, oh, and she loves cats.

 

Relationships Patience Reich

Do you see how a visual or contextual “thread” of sorts is extremely helpful to creating fans on your social media accounts?

 

 

Images are extremely important here, especially on Instagram. All serious artists need professional pictures taken.

 

Relationships Orleans Album Cover

These photos need to be shot by a professional ARTIST PHOTOGRAPHER as opposed to your girlfriend’s, dogwalker’s, first cousin’s boyfriend who has a cool camera and knows how to focus the lens.

 

 

 

 

 

Get it?

 

Relationships Bad Band Photo

It’s all about the photographer’s eye, not the camera.

 

 

 

 

You must also heavily weigh the common creative tasks this photographer’s eye must complete on a day to day basis.

 

All too often I see artists whose images were shot by amazing wedding photographers and they look like that: wedding photos. Just because they’re a wedding photographer doesn’t mean they can’t shoot artists well (Alysse Gafkjen in Nashville is an incredibly talented exception to this rule) but usually, they’re thinking wedding and not selling the artist.

 

Relationships Band Band Photo 2

Spend the money. It’s going to be your first impression.

 

 

Guess what else the masses are going to formulate their first impression with an artist on.

 

Answer:  Engagement.

 

You’d be AMAZED at how many people will line up behind you as an artist simply because you took a little time to respond them and were smart enough to ask a question about THEM.

 

Hardly any artists do it.

 

I’m constantly pushing my artists to engage more with the people who take the time to say something about a killer post we put up.

 

Relationships Value ArtistAs an artist, if you want to build a real, solid, loyal following, you’re going to have to love them first.

 

 

 

You must be vulnerable first.

 

Artists who have multitudes of real online relationships are far more valuable than artists who don’t.

 

More valuable to the record labels, managers, booking agents, lawyers, PR companies, brand partners, etc.

 

Relationships Leverage MEMERelationships are how an artist creates LEVERAGE in the music business.

 

 

Y’all tell me you want managers, better bookings, a record deal, better players in your band, and more opportunities but you don’t work at the task that will deliver all these gifts.

 

It’s not going to be about your music at first, it’s going to be about you.

 

Once you forge a remarkable first impression and engage deepening the relationships, you’ll begin to grow a following.

 

Relationships ScaleThey’ll love you and begin to identify with your music.

 

A moderately talented artist with a loyal following is far more valuable and therefore will be far more successful than a hugely talented artist with no audience to perform to.

 

When was the last time you heard a song on the radio and thought, “My music is way better than that piece of crap”?

 

That artist on the radio knows something you don’t.

 

Or didn’t up until now.

 

Relationships I Want You To Win

 

 

I want you to win.

 

 

 

 

Stay

 

In

 

Tune

 

 

 

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