This Video Says A Lot About Where The Music Business Is Today
When I see a lot of Google traffic coming to my blog, I check the feedburner stats and yesterday the search term Fluorescent Adolescent was generating some meaningful traffic. Flourescent Adolescent is the name of my favourite track on the Arctic Monkeys new record which is coming out next week. I don’t have the record, but I’ve heard most of it on the Hypemachine.
So I googled Fluorescent Adolescent and sure enough my post linking to the track was number one. Number two was this video, taken at an Amsterdam show last month, probably on a cell phone or something like a cell phone.
First of all, this song has not been released. But this video has been viewed almost 16,000 times on YouTube in the past month. I am sure some people have watched it multiple times, but surely over 10,000 people have gotten introduced to this song in the past month, some portion of whom are likely to buy the record.
Second, this is not the first single, that would be Brianstorms, a good track, but not my favourite. But in effect, there’s already a "video" on YouTube promoting this track.
Third, this was shot by a regular fan, uploaded to YouTube, and the quality and sound are pretty damn good for someone five or six bodies back.
Fourth, this was shot at a club in Amsterdam and is available to the entire world via YouTube instantly (or as soon as the person who shot it uploaded it).
Fifth, check out how many others in the crowd are taping the performance with their cell phones and cameras. Has to be at least five or ten others in the video doing that.
Lefsetz says in one of his recent posts:
And trust only grows person to person now. NOBODY trusts the machine.
Let’s look at what just happened here. Somebody got a hold of the Fluorscent Adolescent track and uploaded it to their blog. It made the Hypemachine. I heard it there and reblogged it. My post went to the top of Google for that search term. I googled it (but you could have too) and found the YouTube video posted by another fan. I saw that and reblogged it just now.
Person to person marketing. No machine other than the web and google at work here. The rest is us, enjoying a song, a band, and music on the web.