Trent Reznor über Erfolgsfaktoren für unabhängige Musiker

Trent Reznor und mit ihm die Nine Inch Nails haben ziemlich gut verstanden, wie man in der neuen Medienwelt erfolgreich sein kann. Ein paar Hintergrundinformationen dazu gibt es hier:

“Nine Inch Nails” verschenken Musik und verdienen dennoch Millionen damit

Gestern hat Trent Reznor einen lesenswerten Beitrag geschrieben, in dem er seine Ansichten zum Erfolg als unabhängiger Musiker/Künstler in Zeiten des Social Webs beschreibt:

my thoughts on what to do as a new / unknown artist

Er räumt ein: Wer ein Superstar werden wolle, müsse nach wie vor zu einem Major-Label gehen. Für unabhängige Musiker hingegen gelte:

Forget thinking you are going to make any real money from record sales. Make your record cheaply (but great) and GIVE IT AWAY. As an artist you want as many people as possible to hear your work. Word of mouth is the only true marketing that matters.

Doch wie soll man dann Geld verdienen? Im Sinne von Kevin Kellys Better Than Free rät Reznor:

Collect people’s email info in exchange (which means having the infrastructure to do so) and start building your database of potential customers. Then, offer a variety of premium packages for sale and make them limited editions / scarce goods. Base the price and amount available on what you think you can sell. Make the packages special – make them by hand, sign them, make them unique, make them something YOU would want to have as a fan. Make a premium download available that includes high-resolution versions (for sale at a reasonable price) and include the download as something immediately available with any physical purchase. Sell T-shirts. Sell buttons, posters… whatever.

Interessant ist auch, was er jenen antwortet, die sich mit dem Gedanken nicht anfreunden können, ihre Inhalte (teilweise) zu verschenken:

The point is this: music IS free whether you want to believe that or not. Every piece of music you can think of is available free right now a click away. This is a fact – it sucks as the musician BUT THAT’S THE WAY IT IS (for now). So… have the public get what they want FROM YOU instead of a torrent site and garner good will in the process (plus build your database).

Oft wird ja auch von Künstlern, die ein Publikum für ihre Inhalte suchen, oder von deren Dienstleistern gefragt, ob nun das Social-Media-Tool „A“ oder die Social-Media-Plattform „B“ eingesetzt werden sollte. Reznor hat diesbezüglich eine klare Meinung. Man müsse „alle“ geeigneten Tools nutzen:

Have your MySpace page, but get a site outside MySpace – it’s dying and reads as cheap / generic. Remove all Flash from your website. Remove all stupid intros and load-times. MAKE IT SIMPLE TO NAVIGATE AND EASY TO FIND AND HEAR MUSIC (but don’t autoplay). Constantly update your site with content – pictures, blogs, whatever. Give people a reason to return to your site all the time. Put up a bulletin board and start a community. Engage your fans (with caution!) Make cheap videos. Film yourself talking. Play shows. Make interesting things. Get a Twitter account. Be interesting. Be real. Submit your music to blogs that may be interested. NEVER CHASE TRENDS. Utilize the multitude of tools available to you for very little cost of any – Flickr / YouTube / Vimeo / SoundCloud / Twitter etc.

Mike Masnick von Techdirt beschreibt das zugrundeliegende Modell daher wie folgt:

Connect with Fans (CwF) + Reason to Buy (RtB) = The Business Model

Bild: Wikipedia