The Apple Paradigm

Image by armintalic via Flickr

Insanely great products a handful of times a year.

Imagine if Apple introduced a product no one wanted. Something lame. And held a press conference every other week to trumpet its features.

Then you'd have the music business.

What's the lifespan of excitement on a laptop?

Certainly not a year. Maybe nine months at most. Which is why Apple updates them before they get long in the tooth. To drive excitement. To drive desire.

Want a new iPod?

You know there's going to be a new lineup in September.

Just like you know there's going to be a new iPhone in June.

Just like you know once every twenty four months or so, Steve Jobs is going to blow our minds with a whole new category.

In between these announcements? A dearth of information.

Well, not exactly, the minions online are constantly debating what's in the future, the same way we used to get excited about the coming albums of our favorite artists.

Instead, we now see these releases trumpeted in advance in magazines and newspapers. Singles are leaked. And when they stiff, new tracks are proffered. Then, an album comes out, with more music than anybody wants to listen to. And we're supposed to play this same damn album for two or three years until there's a new one, while the act goes on the road and cleans up. Huh?

First thing Steve Jobs did when he returned to Apple a decade ago was trim the product line, to make it comprehensible.

Time for you to do the same thing. Only release great stuff. Until you're in such demand that people want the other stuff. And don't hype the other stuff the same way you do the great stuff. Maybe you sneak out the "album tracks" unannounced on your Website, for fans only. And, I hate to scare you, but album tracks are for fans only anymore anyway.

And either make yourself totally available or cloak yourself in secrecy. The latter works, especially if you're a happening/in demand act. No one foresaw the "In Rainbows" promotion. That was its genius, not the name your own price feature. How suddenly, there was a Website, and not that much more. The band didn't give interviews, the public went crazy and built the story.

Steve Jobs is bigger than any rock star. Not because he's better one on one, but because he seems to hover above us. Delivering what we don't even know we want, but makes us so happy. Like the Beatles with "Sgt. Pepper".

We laugh at Lady GaGa because she substitutes outfits for charisma. It's the gooey center we're interested in, not the wrapping. The twenty first century is not about flash, but substance. If you want to last.

Paper Sheds New Light On Music Listening Habits

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A good friend of mine shared this information with me and it was important enough to share with you. I field 100's of questions a day asking the big question, "how important is radio today?" Here are some facts you can use as you try to determine your various strategies on promoting your next single.


Paper Sheds New Light On Music Listening Habits
November 03, 2009 -
Digital and Mobile
By Glenn Peoples,

Nashville: A new paper by Council for Research Excellence (CRE) with support from the Nielsen Company dispels many of the myths about how people today listen to music. From broadcast radio to MP3 players, some popular notions about listening in the digital age appear to be horribly off the mark. "How U.S. Adults Use Radio and Other Forms of Audio" is the result the tracking of 752 days of audio media usage of participants in five markets -- Atlanta, Chicago, Dallas, Philadelphia and Seattle - in parts of Spring and Fall of 2008. The study includes both users and non-users of media devices.

Myth: People don't listen to the radio anymore. According to the study, broadcast radio by far has the broadest reach and commands the most listening time. Broadcast radio has a 79.1% reach and gets an average of 122 minutes per day from listeners.

Myth: Young people don't listen to radio less than older adults. The CRE found that 79.2% of listeners from 18 to 34 listen to broadcast radio, and they average 104 minutes per day. Radio's daily reach amongst younger listeners is only slightly lower than its 80.6% amongst 35 to 54 year olds. That older group averages 107 listening minutes per day - just three fewer than younger listeners.

Myth: Nobody listens to CDs anymore. CDs and cassette tapes are second in reach (behind broadcast radio) and get an average of 72 minutes per day from users. CDs represented 16.1% of daily listening time in the study, over twice that of satellite radio and over three times the share of portable MP3 players. CD listening is higher for consumers with lower incomes and less education. However, the reach of CD listening is the same whether or not the listener is technology oriented.

Myth: Young people are over CDs. Young listeners actually listen to CDs more often than older listeners, according to the study. Just under half the 18 to 34 age group listen to CDs every day, and they average 78 minutes per day. Only 36.2% of the 35 to 54 group listen to CDs daily, and they average just 74 minutes per day. Myth: The iPod has killed off radio and CDs. Portable MP3 players had only an 11.6% daily reach and a 4.9% share of all audio. Even among the 18 to 34 age group, MP3 players account for only 7.5% of each day's listening time.

Myth: The computer is the new stereo. Only 10.4% of the sample used their computers to listen to a digital file while only 9.3% streamed audio on their computers.
Myth: The Internet is where people discover music. The two ways to listen to music on a computer - a saved file or streamed audio - represented very little of the study's listening hours. Files accounted for only 4.1% of the study's total daily listening. Streamed audio amounted to only 3.8%. The daily reach of each was about 10%.

Myth: The digital crowd has given up on other formats. Over four-fifths of people who listen to MP3 players listen to broadcast radio and they average 97 minutes per day. People who stream audio on their computers average 98 minutes of broadcast radio per day.