DON'T DEVALUE YOUR MUSIC
Yesterday I sat down with friend and music promoter Claire Parr. But that’s way underselling her.
Claire helps build brands, music brands, and she’s studied under the best (her grandfather did this for MGM back in the early 1900s, and her father was an accomplished musician so this work runs in her blood).
If you've seen Southwest Airlines' “Live at 35” music on YouTube or other social media outlets, you’ve seen her work. She also does branding and music for all sorts of companies, from Aloft Hotels to CocaCola. And her concert series, http://www.liveinthevineyard.com , is amazing (I’ve been lucky enough to have attended several times).
We sat down in Napa where she and her team are preparing for another series of concerts. Funny that she doesn’t sell tickets to her main event, Live in the Vineyard. You have to win them, and every year, millions of people apply to win tickets to this exclusive concert series in Napa.
She talks to me in this 50 minute interview about talent and how to use music for brand building.
What I took away from this fascinating interview is that businesses can use music to build remarkable brands (look at how GoPro used Glitch Mob’s music to build a brand in their Hero 2 videos, or how Beats sold headphones, largely based on getting popular musicians to wear their headphones on shows like American Idol). But, they should also proceed carefully, and they better have a real passion about music if they want to go down that route.
The other thing I got out of it is that she believes streaming has devalued music. She says it has radically changed the business and that the smart people change along with disruption like that.
That resonates with me as a public face at Rackspace. This week we announced that we’re providing Fanatical Support for Microsoft Azure and that’s an example of how we did the same thing.
“Find ways to marry music to new technologies coming down the pike,” she recommends. In Part III of the interview, she talks more about that philosophy while she talks to me about musicians that make millions from advertising on their YouTube channels.
Enjoy, this is a special one, and I know it’s long at about 50 minutes. I split it up into three pieces:
Part I: https://www.facebook.com/RobertScoble/videos/10153438461124655/ Covers cool things that have happened in her career, changes in selling music. “Selling music is brutal.” She defends Taylor Swift.
Part II: https://www.facebook.com/RobertScoble/videos/10153438515044655/ Talks about her work for Southwest Airlines. Breaks down streaming services. Why the freedom to create is so important. “I had freedom to fail.”
Part III: https://www.facebook.com/RobertScoble/videos/10153438578389655/ Whether she thinks musicians should work for a label. How technology affects music. Why people should know what they are good at AND what they aren’t good at. How she’s measured by brands. And finally, how she thinks VR and 360-degree cameras will change the business. She finishes up with branding tips for companies.
Musician Roem Baur gives his opinion about streaming and the music industry at https://www.facebook.com/RobertScoble/posts/10153426356139655 We had him on our videoconference system at Tech on Deck and he took a few minutes away from recording his latest album.
Neil Young yanks music from streaming (reflects Taylor Swift’s earlier choice, and what Claire says above): http://www.digitaltrends.com/music/neil-young-pulls-music-from-streaming-for-pono-player-high-resolution/
http://venturebeat.com/2015/07/14/flipkart-wants-to-predict-fashion-trends-with-your-photos/ On stage with Flipkart at MobileBeat. The numbers that are hitting India’s #1 ecommerce company are obscene.
Convo, a collaboration tool that Techcrunch uses, just got some new features and the CEO shows them to me at: https://www.facebook.com/RobertScoble/videos/10153436039614655/
Tech on Deck wrapup from SCOTTeVEST’s CEO/founder Scott Jordan. What a great week, he wraps it up well: https://www.facebook.com/RobertScoble/posts/10153437859259655
While we’re talking about Tech on Deck, here the founder of NorthFace, Hap Klopp, is on with Scott and I. It's a fun discussion about the future of wearable technology: https://www.facebook.com/RobertScoble/posts/10153436198389655
Rackspace and Google invest in security company: https://www.facebook.com/RobertScoble/posts/10153436325019655
Rackspace provides support for Microsoft Azure: https://www.facebook.com/RobertScoble/posts/10153434110864655 We’re looking to help you build your company, service or product, even if you use someone else’s cloud.
https://www.facebook.com/RobertScoble/posts/10153440080669655 Google joins OpenStack. Wow.
http://stories.rackspace.com/customers/atilus/ Are you a Rackspace customer? Here are some of our customers talking about their technology stories. We’d love to have you on.
https://www.facebook.com/RobertScoble/posts/10153426363959655 Rackspace’s CTO, John Engates, joins us on Tech on Deck and talks about our new plans to help customers build their businesses - whether they chose Rackspace’s own datacenters, or Microsoft Azure.
Google announces Eddystone beacons: https://www.facebook.com/RobertScoble/posts/10153437188344655 Beacons are bringing cool new features to iPhones, but now Google jumps in for the other 80+% of people who use Android.
Philip Rosedale, Part I: https://www.facebook.com/RobertScoble/videos/10153434334909655/
Part II: https://www.facebook.com/RobertScoble/videos/10153434334909655/
She was in the room when Oculus Rift was first built: https://www.facebook.com/RobertScoble/videos/10153436954274655/
VR Controller of the future: https://www.facebook.com/RobertScoble/videos/10153435392604655/
This VR headset won’t make you sick: https://www.facebook.com/RobertScoble/videos/10153427810454655/
VR Content Company Steven Spielberg joined: https://www.facebook.com/RobertScoble/videos/10153432312939655/
Nvidia lays out why you need a high end graphics card and PC to power the best Virtual Reality systems like Oculus Rift: https://www.facebook.com/RobertScoble/videos/10153435396384655/
I just started a new Facebook list of the best PR people in Tech, let me know if I’m missing your favorite, but I do expect these people to be public and active on Facebook: https://www.facebook.com/RobertScoble/posts/10153435206449655
Gillmor Gang, every Friday afternoon we get together to talk about the geeky stuff of the week. Here we discuss music, VR, and wearable technology: https://www.facebook.com/RobertScoble/posts/10153430294164655
Be careful with Facebook’s new “See First” feature: https://www.facebook.com/photo.php?fbid=10153427831179655
I read all my email at email@example.com and anything done in response to this newsletter goes to the top of my inbox. I’m also at +1-425-205-1921 or on Facebook at https://www.facebook.com/RobertScoble. Please let me know how I, or Rackspace, the leading managed cloud company, can be of service to you. Thanks too to Hugh Macleod and team for helping me do art each week for this. We love his work!
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- Goudrand Hoërskool1995
- Freelance PHP developer, 2015 - present
- Gullan&GullanTechnical Director, 3 - 2015
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