Rise Of The DIY Superstar

"They're all MySpace bands," my niece told me over Christmas when describing her favourite current music, "no one listens to that stuff".  The 'stuff' she was referring to was the BBC's Top 40.  One thing I'll be looking out for in the coming year is more DIY Superstars.  By that I mean talented individuals who are using the web to create an audience, without relying on traditional institutions.  We've already seen examples of talented individuals creating an audience but they have been the exception not the rule.  There's a simple reason for this.  It's bloody hard to do and only a few trailblazers have got the guts.  However, as the old guard get more desperate and the web becomes more mainstream, innovative support structures are appearing that will make it easier for DIY Superstars to flourish.  Talking Heads frontman David Byrne lays out the new music industry landscape in this brilliant Wired article.  "What do record companies do? Or, more precisely, what did they do?," he asks.  However, it's not just the music industry that's feeling the force of economic change, as old-school shackles look less appealing and new ways to get paid appear.  Of course, like every other debate about web-powered change, the old guard won't die completely.  Most will look increasingly battered and withered while a few will rejuvenate themselves by buying into the new markets.  But for modern marketers the opportunities will be plenty.  Because, as we all know, talent creates audiences which creates media which creates customers.  And that's why in 2008 I'll be following my niece's advice.

[UPDATE: Meanwhile Warner is the latest major, shocked at the realisation that Steve Jobs is a) clever and b) self-interested, to throw themselves at Amazon, dropping their DRM knickers on the way!  But you don't understand Jeff's not like Steve!]   

Comments

[steve cater]

as companies embrace using onling exclusives (e.g. skins hidden exclusives and jackass 2.5), do you feel this is easily something which will be embraced by their target audiences or do you think it will annoy?

[John Calkins]

Technology has changed the music industry and the giant superstar. Now the garage bands can become popular. Just like blogging, someone with the time can network anyone or thing into notoriety. http://hotcookies.net

[James Cherkoff]

Thanks Steve, I'm interested, why do you think it would annoy them?

Thanks John, Network Notoriety....like it! ;-)

[speed yo]

That's really will be a big change with whom have better ideas, creativity and innovative. The power of creation will actually build a huge attraction on not only the networking, it will also build a strong dream machine like Google. Which have create million of new business ideas.

[eaon pritchard]

yes, but surely the underground has always sought out alternative means of distribution etc? ie fanzines (xerox was as early enabler for self publishing), indie labels and shops (Rough Trade, The Cartel etc).or just selling out of the back of a van.
For EMI and Sony substitute the equally corporate monoliths Fox (myspace), Microsoft (facebook?) or whatever
-(meet the new boss, same as the old boss?)

[James Cherkoff]

Thanks Eaon. Indeed the underground has always found its own way to work outside of the system. But while the back of a lorry path only ever took you so far, the open web offers unlimited geography with no MOT! I am not suggesting that this corporate free zone will exist forever but right now there's a wonderful window for talent to exploit. Maybe MySpace et al will create new institutions but maybe not. I think the new markets that appear will be much more radical Etsy-esque innovations.