The Coldplay download myth and why it sucks for most of us

I guess we all know the story. How the band Coldplay offered their new album for free download on their website and still made a few millions in donations from fans willing to give for what they've taken. 

The media, better yet, the whole music scene was full of praise, people started talking about "new business models" or even a "revolution": A band had gone independent and reached millions of fans without major label help. 

Now is the Coldplay example one for all other musicians to follow? I say "No!" - and here is why: 

"Without major label help"? Driving millions of people to your website to download your music requires you have a huge fan base. The way Coldplay established their fan base is simple: A major label had made them big. A major label had marketed their brand. A major label had spent money on them to get them recognition. 

Reaching the summit of a steep mountain is easy if a helicopter takes you most of the way and all that's left for you is a short walk. 

Why is this example so hard for us to follow? 

Most of us do not have the fan base Coldplay has created over the years (with the help of a major label), so most of us would be proud having only one percent of their fan base which we could direct to our download site on the web.  Most of us would not take the financial risk of renting a server big enough to enable millions of downloads, not knowing if anybody would actually pay us (on a voluntary basis, such as Coldplay had asked for). 

Most of us would not get the press coverage Coldplay got. "John Doe offers songs for free download" - who cares? 

Bottom line: 

The only reason the Coldplay model worked so well is that Colplay had already been an established brand, a multi platinum selling music act that owed to the major label it had been signed to. With this background it had been rather easy for them to promote and spread their idea and win that many people to download their music. 

The great model of how to do it as an independent? Has anyone noticed the EMI logo on the back of Viva La Vida??? 

Julian Angel 
www.angel-rock.com

Why band votings suck

Band votings primarily look like a means to support your favorite band in whatever contest. In fact it is your contact information (eMail address) such voting sites are out for. That is easy to get since you usually have to register before casting your vote. 

What's in it for the band? Will it really be the "best" band who wins? No. The winner will be the band with the largest number of friends eager enough to spend their precious time signing up for yet another "service" to cast their vote. 

Are such band contests objective? Probably not. Rarely any music lover will hang around such voting sites on a regular basis. Music fans use other sites to find great new stuff. 

So it will be those occasional visitors, aka friends of the band, who will vote for their friends, maybe even without listening to their music anyway. There's not really an "objective jury". 

The ideal A&R guy

It seems like many a&r guys happen to be artist and repertoire managers by accident. They fill an empty spot. "Yeah, some media job, advertising, maybe the music industry..." and here they are and it feels sooo damn hip. 

VIP passports, release parties, direct contact with the stars and "oh my God!" is all you hear. 

There's more to that and the industry should be aware of this more than ever before. The guy who's job it is to discover and develop the next drop dead sensation, the guy who can save or spoil the market, the one who decides what we will be listening to when we switch on the radio has to be more than just a fancy wannabe. 

After all, you can't expect a neat and shy milksop to judge about an image laden hip hop act. A pretty girlie who can't tell whether a song is hillbilly salsa or klezmer metal is likely to fail when it comes to finding a good pop tune. 

An a&r is supposed to be a maniac. Someone who lives and breathes music all day and night. A person with background knowledge who can differenciate east coast from west coast, death metal from speed metal, house from trance. 

An a&r who knows that music and social circumstances go hand in hand (imagine the 80s glam and glitter reflecting the yuppie era and grunge being the ideal soundtrack for the generation x), especially when history is said to repeat itself. He or she needs the skill to imagine a completely new musical style and the gift to feel a new movement rising from the underground before anyone else takes notice. 

When work is over the ideal a&r hangs out at local clubs looking out for the next big thing, the latest fad or the next big movement. Not because it is his job, no, simply because he is an avid music lover. 

If this sounds like you, please go and apply for a&r manager at any given record label or music publisher. The industry needs you. Bands and musicians will love you, listeners will thank you. Be wild, be crazy, break the rules. Go ahead...