How to Fix the Music Industry: Be the Filter

Posted By Joe Pulizzi on November 20, 2008

Below is a very odd, but somewhat interesting video from about how to fix the music industry.

How To Fix The Music Industry Documentary from MUSEXPO on Vimeo

Most of this is not at all serious, but a couple of insights are important for companies trying to sell products and services into the music market.

  1. Be the Filter: Consumers are actively searching for music filters again (once filled by radio DJs and MTV). The same goes for music content.  Here's the point. Is there an opportunity for your company to BE the filter on a particular subject matter?  Can you position your company as a trusted content filter through informative and entertaining content?
  2. Everyone wants quality music, right?  There isn't anyone who wants to engage in bad music.  The same goes for content.  What kind of content are you pushing out right now?  Is it self-serving or does it truly benefit your ideal customer?

How you answer both of these questions should ultimately be the key drivers of your marketing communication program.

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