I’m re-posting this article that does a basic analysis of ad-supported models in the music business. I found the simple descriptions of the three models mentioned (continous, interruption, and permission) very informative. Since the article mostly addresses the first two, I thought I’d share my thoughts and provide some perspective… especially ’cause I’m a 20 year old male student– and often in the target demographic range for such ads. But first, read the article:
Analysis: An Evolution of Ad-Supported Models
When the author (Glen Peoples) talks about ignoring ads, I immediately related. I have done similar things on sites such as Hulu, where the interruption style of marketing plays multiple video ads before and in the middle of various segments of your video of choice (usually episodes of HOUSE or WHITE COLLAR- good stuff!) Being the online multitasker that most folk my age are, I can always find something to do during the 30 seconds of advertising… other than watching the ad. Twitter! Facebook! You get the point.
Continuous marketing, however, I feel differently about. If I actually ate a McDonalds, the links they provide to nearby “nightspots” might actually come in handy. I also appreciate the fact that the ad isn’t always in my face. It’s definitely there, but it’s my own decision as to whether or not I want to dive deeper into the advertisement. They’re making me feel in control. And I think that feeling of choice is a good thing to cultivate in a consumer. Nobody wants to feel forced or feel like a product or brand is being shoved down their throat. Subtle, subconscious, subliminal. Key words here, I believe.
If I had to pick one method that would prove to be most successful in the future, I would go with ‘continuous’. As for right now, I’m not so sure. But I think that as companies get smarter with their advertisements and figure out how to get their branding into our technology and music filled brains, continuous marketing will dominate. I’m sure we’ll have both methods for a long time yet, but I see more creative (and subsequently revenue-generating) possibilities with continuous marketing.
(originally posted February 23, 2010)
REVIEW: The Appreciation Post: Work/Sleep
In my quest to find the best shows of the weekend, I discovered new music from local Boston band The Appreciation Post. On February 16, the local “synth-fueled power-pop” group released a seven song EP, titled “Work/Sleep”. The band has made their complete EP available for free download. No email address required, no survey to take, just a range of high quality download formats. According to vocalist/guitarist Jim Keaney, they’re “making it easy.” He says, “we wanted to go the free-route with this EP because we really just want as many people as possible to hear it.”
The first track, titled “The Beating of a Lifetime”, starts with a simple but incredibly catchy synth line that sets the tone for the rest of the album. There is a definite energy in every song which contrasts nicely with lyrics that tend to air on the darker side. This combinations lends itself to a feeling of introspection at times, creating the opportunity for listeners to connect with the band on a personal level.
In my initial listening, I always try to play an album all the way through. Start to finish. But this time, I got stuck on the fourth track, “No Songs Is Good Songs.” Again with the catchy synth line! But what made this track stand out from the rest was the simple drum and bass groove underlying each verse. During those parts (and ONLY those parts), I found myself reminiscing about being a young teenager, listening to old Green Day in my bedroom. Anyway.
“Work/Sleep” is a quick-hitting album. None of the songs is longer than three and a half minutes, and the fifth track is a brief 37 seconds. According to iTunes, that brings the total length the album to just under 19 minutes. Even so, it’s a jam-packed 19 minutes.
Overall, “Work/Sleep” builds on the established sound that The Appreciation Post have created for themselves over the past several years. The official CD release show is schedule for tomorrow night, February 26, at TT The Bears in Cambridge. And if you want to get a copy for yourself, you can download “Work/Sleep” here:
http://theappreciationpost.bandcamp.com/album/work-sleep-free
Track listing:
1. The Beating of a Lifetime
2. I’m No Sure Thing
3. Doom & Gloom
4. No Songs Is Good Songs
5. Better My Future
6. Fear of Loss
7. Moving Backwards
(originally posted February 25, 2010)