This is an interview series in preparation for my SXSW Panel: The State of Music Blogs in 2010. I reached out to a number of influencers, musicans, labels, marketers and music fans to get their perspectives on the topic and will be posting these in a series leading up to the conference.
Today’s interview is with Marni Wandner, media promoter, music fan and owner of Sneak Attack Media (one of the better PR shops who pitch me, I have to say).
Why do you think music blogs are so popular?
I think blogs create a community where people learn to trust what one person/entity is bringing to their attention, that entity is creating a filter of things that the reader will most likely enjoy. But the great part is that the reader is also free to interact with that entity and the other readers. I also think the free mp3 downloads help.
How do you think music blogs/aggregators/social networks have impacted the industry?
Well, for one thing, it put the power of influence into the hands of the music fans. It used to be that you liked something and you could tell a friend and then they hear it and they tell a friend; now you’re able to develop a following and get your opinion out to hundreds of people or hundreds of thousands of people, with every post. The aggregators help the cause by making it easy to get all of those opinions in one place, and then sort through it depending on what you’re looking for. Social networks have changed the way we share, again, because we can say one little thing and find a whole slew of eyes and ears to catch it. Music blogs and social networks have lowered the barrier of entry. For better or for worse, it’s possible for one person with a lot to say about music to have as great an influence as a journalist at a major magazine. The unique thing about the way this model works is that it’s not just moving outward—people have a chance to interact. With each other, with the person putting out the initial information. It’s the interaction that makes blogs and social networks grow and remain living, thriving communities, and places where music and culture can become a constant conversation.
How have they changed your music consumption and/or marketing efforts?
Consumption, yes—I really do try it on a blog and then buy it on iTunes or Amazon, or (gasp) a record store. I’ll go through a bunch of blogs to play new music by bands I haven’t hear of and then go find out where to buy it (is there an album available, is it a teaser, etc.) The problem is that people are smart, and they do the trying part, and then go find out where they can get the rest for free. Marketing-wise, my company is a digital marketing company, so yes, without these changes I’d be doing straight publicity or sending posters to street teamers around the country. My company is based on the fact that people talk to each other about what’s going on that is interesting and compelling. But the blogs and social networks have without a doubt shaped the way we deal with marketing as it’s no longer simply breaking through to one or two giant entities to expose a band or record. It’s about having access to a whole lot of little entities who care and have the collective power to break a band through.
What’s the best thing to happen to the music industry in the last year or so?
Good music
What’s the worst?
It’s too easy to steal it, and people don’t care about quality
What is the single biggest strategy/technology/innovation/societal shift you think will impact music in 2010?
The iPad, just kidding. I’m really interested to see what the next step up for Twitter is, because I think they’ve really distilled it all down to where it’s going to stay for a while. I’m looking forward to see how people and companies use (or continue to use) Twitter to monetize music.
Other reading:
Read other State of Music Blogs in 2010 interviews.
RSVP for the State of Music Blogs in 2010 SXSW panel
