But what is Marketing going to do?

Prior to working with NewTunes, I did a little consulting for a local company. They were going to reverse-publish their website into a weekly print edition that would complement and build awareness of their website.

They asked me to help them develop some marketing plans to get the most out of their launch and help focus their message. There was a lot of analysis and ideas, but one really stands out and drives home an important point.

My favorite suggestion (and the one I thought was most important) was that they should promote the upcoming print edition on their website and offer an exclusive look at the first edition to anyone who wants one. All they would have to do is submit their email address.

By doing this, you capture email addresses of people who truly care, and you have their permission to show them the first edition – and get their feedback on it, as well. Plus, you’ve now opened the door to further communication and you might be able to find out more about them. And, if they really like it, they could take their status of exclusivity (being the first to see the new publication) and use it to build even more readers.

After presenting a number of suggestions like that, one of the people to whom I was presenting said, “Well, you’ve certainly created a lot more work for our staff, but you still haven’t told us what the marketing plan is.”

What they were looking for was traditional consulting. They wanted to know what the media buy was going to be. They wanted to know what the creative was going to look like. To them, making an ad and putting it somewhere WAS the marketing.

NewTunes is going to launch v1.0 in the next few months. Until then, I’m spending time communicating with people I think may be interested in what our product brings to the table for music search.

Our product, and the way we manage the relationships surrounding the product, IS the marketing. If our product is as useful and fun to use as we think it is, it delivers on its promise and we are able to interact with our customers on a personal and helpful level, that IS our marketing.

Certainly there is a place for more traditional promotion and awareness building, but to me, it is secondary to solid one-to-one product/customer relations.

NewTunes (“Ohigo?” repost, by relatively popular demand)

*What follows is a repost of my “Ohigo?” post. Several have asked for it, but couldn’t find it. Here it is again (with some tweaks). Thanks for your patience to those who’ve seen it already.

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NewTunes is currently the working title for our research and development site. In a few months, we’ll flip the switch, and our R&D site will become v1.0 of the official NewTunes website.

The central premise of the site is that you can type in a song that you like, and our search engine will serve up songs that sound like the one you typed – making it a more reliable way to find independent music.

The search relies on algorithms, artificial intelligence and you. As you listen to samples of the songs our engine found, you can adjust their ranking according to how similar they are to the original request. If you think a song doesn’t match at all, you can delete it. Our engine stores and applies this new data and weights it against what others have said about the results.

The other way that you can be involved in the process is by playing our contest – also known as MusicStreaker (hence, the name of this site). If you go to the site now – newtunes.com – the site will start you right in on our contest. The contest plays 30 second clips of songs and asks you to select (or guess) the mood, tempo, genre, etc. Your answer is compared to the predetermined answer, and you either get a correct answer (upon which you can build a streak) or an incorrect answer.

At present, there are cash payouts based on the length of your streak. As we evolve to NewTunes v1.0, you will be able to build discounts on music downloads and other services and products.

Most music sites rely on a “those who purchased this, also purchased that” model. We think that this search method is more reliable and will turn up songs that are closer to what you like. It should also turn up even more obscure choices than the recommendation by purchase model. And for hardcore music fans who like to be the first to hear of something – people like me – that is worth something.

As I write this, we’re building out the site that will become NewTunes.com. We like what we’ve got so far, and we hope you will, too. We’d also like to involve you in the site, just to make sure we get it right. So please stay tuned… and in contact.

I can always be reached at jon@ohigo.com (haven’t changed our email, yet, but give it a day or so…).

Until next time…

Gen X-wing or Gen Y-wing?*

It’s pretty easy for a conversation about marketing to turn toward generational stereotypes, like Gen Y can’t go more than one hour without hearing from one of their parents, or how the Baby Boomers are going to see to it personally that they live to 150… and stay in management roles until then so that Gen X never really does get control (bitterness intended).

But a friend of mine recently made a case, to me, that the emergence of Episodes 1, 2 and 3 of Star Wars may lay the foundation for the upcoming generation (under 6, I’d say).

For those of us who saw Star Wars in the theater back in 1977, we didn’t even notice that it was actually episode IV. It was simply the beginning. And the morals were absolute. Luke was good. Darth Vader was evil, or, as my friend put it “this is the one when darth vader is so scary and manages to escape the deathstar that you feel sick because he will NEVER DIE.” Because lets admit it, we did want him to die. He deserved it.

Now, as she points out, kids are seeing the movies “in order”, starting with Episode I and going through them to the finale – Episode VI. So, instead of seeing the absolute, they grow up with Anakin and they understand why he turned bad. Then they see Luke essentially talk his Dad into being good again.

This change in dynamics will affect an entire generation unless the die-hards refuse to show their kids Episodes I, II and III.

Who knew George Lucas would so thoroughly shake up society for decades to come… again?

*For those unfamiliar, the rebel fighter ships were called x-wing and y-wing fighters.

Disney takes its line stanchions very seriously

While in Chicago, I was required by my daughter to pick up a Little Einsteins article of clothing for her. This meant a 30 min walk from Dig Communications, where we were having our meeting (thanks, again, to Dig for providing the space) to the Disney Store on Michigan Ave.

When I got to the Disney Store, an extremely helpful salesperson directed me to the two remaining shirts that they had, and I headed off to purchase them both.

There was only one other customer, and she was checking out. So, instead of walking around and through the maze of line stanchions, I chose to take the four steps through the exit and waited behind the woman checking out.

By the time she was finished, another woman had walked through the maze and was standing behind me.

When it was my turn, the cashier looked up and waved the woman toward her. In stereo, the woman and I both told the cashier that I was next. The cashier looked at the woman and said “I’m not going to take him, because he didn’t come in the right way.”

The woman didn’t really know what to do, because I was first, and she seemed to think it was a bit odd. I attempted to diffuse that by telling the cashier “I’m next.” She looked at me and said “You didn’t come in the right way.” (Disney folk apparently take their stanchions very seriously.)

Torn between principles (customer is always right, “you just lost a sale,” etc.) and my daughters potentially dissatisfied reaction to my telling her that “I was going to get you shirt, in fact, I had it right there in my hands, but…”, I decided to pursue the sale.

I looked at the woman and told her that if she doesn’t check me out, she won’t be checking anyone out the rest of the day, because I’m next. She looked to the very helpful and polite woman who originally helped me and told her to check me out. Given that my two partners were waiting for me, I took the path of least resistance and settled on that solution.

When we got back, I made several detailed notes about how NewTunes customer service was going to be the backbone of our business. There is no way to know, at this point, how many customers we’re going to have, but one thing we do know is that they are going to have as great of a customer experience on our site as we can provide for them.

Human behavior can not be predicted, and often leads to silly misunderstandings. We plan to expect them and embrace them as opportunities to have conversations with our customers. They won’t always leave everyone satisfied, but it is our goal to always understand that whatever is causing a problem for our customer, we will do our best to alleviate it and leave them satisfied.

Things we take for granted.

We’re in the third in final day of working with our partners in Chicago, and it occurs to me how much we (society) takes for granted.

For example, several of the people at our meeting have Macs. Macs have power cords that are magnetic, meaning that if you trip over it or pull it out, it disengages easily from the laptop. No worries about damaging the cord or machine. Apple introduced this feature in 2006. However, it dates back to 2001 (in the U.S., anyway) and was intended for deep fryers.

So, now they exist, and immediately they are expected… or taken for granted. But how many people notice this invention? People have been plugging things in since Ben Franklin, but it took until now for someone to think of it.

Had someone of it before, and we didn’t have the technology to make it? Or did it take us this long for someone to think of it at all?

Applied to our meetings about NewTunes, is our search function going to be taken for granted… seen as obvious, or will it be a revelation that people get really excited about? We’re pretty excited about it, and think it is an excellent way to find music. We’ll find out if that story has any traction with people who are always looking for new music.

One more time

Live music, to me, is the ultimate way to experience music. And my favorite live show is one in which the artist rewards the audience by rearranging or repackaging his material.

Tonight, I’m taking one of our partners in Chicago (still here) to see Joe Jackson at the Vic.

Joe Jackson is my favorite live performer. For those who go to live shows to hear the note-for-note version of their favorite songs from that artist, Joe is not for you.

Every time I’ve seen him, he completely reimagines his back-catalog – sometimes beyond the point of recognition. That makes the live experience completely different than the studio work, and that truly rewards the audience for taking the time.

In fact, it is his live performances that inspired me to start recording live shows I attend. The first time I saw him (in 1989), I walked out wishing I could have recordings of those live versions. And, without an Internet as we know it, the sources for such bootleg recordings were hard to come by. So, I purchased a recorder (cassette, at the time, mini disc, later on), and I’ve been doing it ever since.

With a wealth of targeted music sites, the least-mentioned, but most important (to me), is DIME.

DIME is a bit torrent site occupied completely by live music fans and tapers (as they used to be known). If you go there, you will see the 10 most recent uploads. But if you can become a member, you see closer to 100 (never actually counted). To be sure, there are many such sites – Internet Music Archive, being another. But DIME is my favorite, it caters more to fans beyond the jam bands.

Becoming a member is tough, though. They only allow a certain amount, and it is always full. But take heart, it is similar to a full parking lot. As one car leaves, another is allowed in. So if you want to join, keep trying. It shouldn’t take longer than a week.

Recording shows is somewhat stressful, because you’re always conscious of the people around you and how the recording is turning out. But thanks to DIME, I’ve got enough recordings from this tour, that I’m just going to leave the recorder home tonight and enjoy the show.

More from the Chicago trip (and our new logo!) later this week.

Thanks again, for keeping up with us. Every day brings us closer, and I’m grateful that you’re tuning in.

Give the people what they want?

Today we find ourselves in Chicago working on the future NewTunes.

Specifically, we’re spending time on the new site architecture – what are the feature sets and in what fashion should they present themselves on our site.

But more fascinating to me is how to ride the line between “giving the people what they want” and doing what we think is the right thing. Doing the things we would want to see on a site like ours. Doing what we want and hoping other people enjoy it.

Wouldn’t it be great if we give people something they don’t know they want, and we all find out that they do!

Hope you stay with us as the story unfolds…

Music for airports

Unexpected, but brilliant.

That, to me, is the best way to describe what’s happening at the Philadelphia airport.

My family recently flew out of there on one of my semi-annual trips to New Jersey. We usually fly Midwest, which puts us in this very pedestrian, somewhat boring terminal (the kind that they had in mind when they named it a terminal).

We decided to take a walk and discovered the Shangri-La of airport terminals. It was like a 24-hour party. Great food, shops, people enjoying themselves (might’ve been because it was in this terminal that the Dunkin’ Donuts was located).

But easily the most unexpected scene was that they had bands playing there all day.

Bands… playing in the airport.

Why not. Well-prepared people, in this time of long lines and searches, sometimes spend two or up to three hours in the airport (not to mention those who’re there all day because of the airlines). To have local bands play is a great idea.

My family and I hung out for about 45 minutes and watched this band called M’oudswing (yes, named after the instrument). Afterwards, I purchased their CD, and it is really solid. Like Middle Eastern jazz.

As I was thinking about how NewTunes can turn people on to new music, I had to wonder if after our new site, with our unique search approach, is launched, we shouldn’t also invest in airport lobby space.

Think of the parties. People would start hoping for airline delays. Could be the best thing to happen to the airlines.

Byrne + Eno, album + tour

That was the title of the email sent to me by my friend Rick in Idaho.

This is a great contender for the “tour news of the year” award.

Here are the details.

NewTunes… not just a job

My brothers, both older, have always looked out for me (except when they were threatening to put me in the oven, then it was my sister, also older, looking after me).

In 1982, my oldest brother gave me one of the most memorable gifts I’ve ever been given – a 10 pack of 90 minute, TDK cassette tapes packed with music. Music that I had never heard of. Music that would shape my tastes, my habits and my personality for years to come (not to mention cost me far more money than I care to think about).

On the tapes? (this is going from memory, but I’m certain of the ones I can list)

• Joe Jackson – Look Sharp!
• Elvis Costello – My Aim is True
• Peter Gabriel – [3] (technically, it has no title, but it’s known as [3])
• Talking Heads – ‘77
• The Clash – London Calling
• English Beat – I Just Can’t Stop It
• The Specials – The Specials
• Madness – One Step Beyond
• The Police – Outlandos d’Amour
• The B-52’s – The B-52’s
• Devo – Q: Are We Not Men? A: We Are Devo
• Grateful Dead – (don’t remember which… this is where my memory starts to fade)
• The Doors – Soft Parade
• Pete Townshend and Ronnie Lane – Rough Mix
• Men at Work – Business as Usual
• Haircut 100 - Pelican West
• Flock of Seagulls – Flock of Seagulls
• ABC – Lexicon of Love
• Sex Pistols – Nevermind the Bollocks

19 out of 20 sides… not bad for almost 30 years ago. But my memory of this is the point.

To me, at the time, that case of tapes was empowering. It distinguished me from others. I was the cool kid who had the music no one else had ever heard of (or at least I thought I was, anyway). As it turned out, when I made that distinct turn, it meant I would completely avoid (or miss, depending on your point of view) all the popular heavy metal and hair rock that came out in the 80s (not that there’s anything wrong with that). I never listened to popular music. I avoided the mainstream. I was different.

I was ahead of the curve. My friends were coming to me for the latest in music. My role (as I saw it… as I defined myself) in the circle of friends, if not in my grade, was to be on the cutting edge of music. From there, I was years ahead of the rap/hip-hop move. My interest in music led me to the Kurtis Blow, Grandmaster Flash, Run-DMC, Sugarhill Gang, etc when they first came on the scene. Not bad for a kid in the suburbs of Milwaukee.

If what I’ve written above sounds familiar. If it at all describes you, then what NewTunes is to become is probably for you. Our goal is to help people find the new or undiscovered music. We aim to help real music hobbiests stay out in front. To be ahead of their friends.

I won’t lie, my real goal is to make a site that addresses my passion. If this site is not exciting for me, I don’t see how it could be for you. That’s one of my key measures for it. And if it does get me excited, then I’m hoping it’ll be great for a more casual fan, as well.

This is why I’m excited about my “job,” because it’s not a job. It’s a 24/7 emersion in to a life-long hobby. And I can’t wait until we get to share it with you (only a few more months, I promise).

Please… stay tuned. I can’t wait to share it.

Jon