Archives for posts with tag: napster

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No, I’m not saying people are getting lazier.

The majority of us still work hard, try as best as possible to get ahead. What I’m saying is that all Internet users are getting lazier by the minute.

Just think about the changes in the music industry:

– 15 years ago, we spent hours in a record store, listening to music, trying to find the perfect album for our money.

– 11 years ago, we perused Napster for hours to find free songs to download.

– 8 years ago, we bought into the philosophy of iTunes and used it as our primary source for music.

– 5 years ago, we all flocked to Pandora to build our own channels and discover new music.

– A few months ago, Spotify launched with a massive streaming music database, allowing us to access almost any song every produced.

That was it, right? Once you have access to almost any song in the world for free, what else do you need?

We are even lazier than anybody thought.

Turns out, many of us don’t want to curate playlists on Spotify, keep track on new songs on iTunes or keep up a music collection on any platform. How many? 1 million in a week, test-driving the Songza application. It’s an interesting idea:

“Songza has a feature called Concierge, wherein the app takes bits of information, like your preferences, the day and time, and the fact that you’re on a mobile device, and gives you a list of activities common for that specific moment in time.

“So, on a Friday late at night, Songza will give options for a sweaty dance party or working out, with filters for each like Pop and Hip Hop. Users can then choose from playlists that fit under that umbrella.

On the other hand, you’ll see activities like getting up and working out on a Monday morning like this one. There’s also an Explore feature which lets you select your playlist by Activity, Genre, or Mood.”

Once you load the app, it requires 2-3 steps to get the music started. You can choose to rate (interact) or just let it run.”

I tested it for a few days and I love the concept. It’s one that will be pervasive for many industries: Online video, maybe most importantly: online news. Imagine if you could create a curated news service based on your mental state. You get up in the morning, need a boost, not ready for more bad news from Europe, Egypt and the world of environment. Why not curate a list that just provides good news?

It’s a tricky proposition.

While we get busier, more media channels emerge, we have to find ways to connect with trusted curators. Songza is one. It’s just the beginning. The age of curation.

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What brand built the first island on Second Life? What brand marketed itself first on Twitter? Quora? MySpace? Napster?

Who cares?

It’s good to be the first on the moon. It’s great to introduce the first touch-screen tablet. It’s an advantage to feature the first hybrid car.

Nobody cares if you’re the first to market yourself on a new platform.

Let me rephrase that: Nobody of your prospective customers cares if you’re the first to market yourself on a new platform.

Your agency might care. It’s good PR and communicates they’re an innovative marketer.

Your communication department might care. They get featured in trade magazines and invited to speak at conferences.

And your customer? They are busy living their lives.

It can cost you a pretty dime to be the first mover.

Remember the iAd? The first movers had to pay $1 million just to get in. Within a few months, the price dropped to $300,000.

Think about it.

The user base was very small in the beginning and Apple charged a million.

Now, millions are using the tablet and the price dropped dramatically.

It’s the premium you pay when you are the first mover.

The next Gold Rush: Google+

Google+ launched a few weeks ago. Apparently, it has a lot of traction. Social Media experts are falling all over themselves to squeeze money out of that new platform by marketing webinars how to make money from Google+. Brands and agencies are anxious to get in on the deal. Ford is already in.

Good for Ford.

Did they sell any more cars because of their Google+ presence? Did they change anybody’s mind about the brand because they “hung out” with 14 people?

Of course not.

Look, I like what Ford and Scott Monty is doing. They utilize Social Marketing in very innovative ways. They got a lot of PR and applause from the echo chamber for their Google+ initiative.

You’re not Ford.

You have a lot of time. Take that time and explore what others are doing. Only geeks and nerds are on Google+ right now. No reason to rush into it. Understand the landscape, participate as an individual to understand how people are using it. Make a business case and dive into the platform with a Direct Marketing approach: Start small, test, layer and, once you found something that works, expand.

Don’t think of yourself as a teenager that missed a party: The world is not coming to an end. You’re an adult now. There will be many more parties.