a new role for labels

Seth Godin shared a very interesting thought on his blog about the new role, a new self definition for labels in a digital environment.

There is plenty of reason to lament about the current situation of decreasing sales and piracy issues, but there is even more reason to evaluate options to regain control and influence on your consumers.

Godin describes music consumers as tribes – a social group sharing the same likings, aims, culture. In a pre-digital age, a labels job was to gain and hedge shelf space, best placements of your product in outlets, flanked by marketing. Today it’s rather about leading and directing ‘tribes’ into your direction. A shift from a administrative sale business to a social one.

A very pointed but true assumption.

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