Learning From The Music Industries Failures And Recent Flailings To Stay Alive

Garth Beyer

I’m guilty.

Being a millennial, I have to accept a sliver of the blame for the continuous downfall of the music industry. However, going into the world of journalism, print media, and digital PR, I hope to apply what I learned from the downfall of the music industry so that other media industries can adapt and overcome.

I am not applying what I have learned to specifically save any piece of a media industry. No. I am aiming to create a new business model for them to adapt and prosper with. I’ve understood a few factors that I think other media industries can learn from the music industry to help them progress through the 21st century.

The first is that there is a lack of great music which often gets confused with “commercial.” You can find great music all day every day, there is evidently a surplus. That’s because so many musicians try to be great in the commercial sense. When really, when a musician releases music that is remarkable, worth talking about and passing to a friend, then you have great music. Other media industries need to realize what it is that gets talked about. Is it the products they create for the mass, the commercial, the revenue?  Or is it the products they create for the passionate individual, the human inquirer, and the loud mouth?

A second factor involves looking at how musicians are making their money, not how the music industry is making money. Most musicians make little to nothing from selling CD’s, selling their work on iTunes, or any other form of technological distribution. They make their money from playing at venues, going on tour, collaborating with other musicians to play at a huge festival, and asking for direct donations from fans (most recently utilizing Kickstarter and other crowdfunding sources which I call devotedfanfunding). They don’t sell music anymore, they sell an experience. Once other media industries realize that producing content isn’t what will get them to survive, we may see them pick up and push forward, refusing to meet the same demise of the music industry.

The last variable is built from the previous experience concept. Other media industries must focus either on an individual or small group of like-minded individuals, tribes. You can no longer market to the mass; it’s proven ineffective, especially in the music industry. Think about all the music that is out there, presented to billions of people, yet the music industry is still crumbling. The factions of the music industry that are prospering are those groups which have faithful fans. People come together to connect with other fans, synchronously sing the lyrics, and exchange what next event of the musicians they will be going to. It’s the tribes that are keeping the music industry alive, shifting, and possibly raising it back on its feet.

Other media industries need to realize these paramount shifts, these core variables if they wish to keep their industry going.

Sometimes There Isn’t A Strategy

Garth Beyer

Taking a quote from a philosophy teacher, you would think it would be something drawn-out, deep, and utterly confusing. Before I share the quote, it must be understood how often we make our efforts complex. As a result of the complexity, we try to strategize to get what we want; to win, per say. Putting an analogy to this from the words of my philosophy teacher …

“There’s no strategy for bowling. I thought the point of it was to just knock shit down.”

Sometimes there isn’t a strategy for victory. Sometimes it’s only a matter of doing your absolute best. No shortcuts. No cop-outs. No decoys. Just knocking shit down.

 

Stay Positive & Don’t Knock Something Down One By One. Knock It All

Garth E. Beyer

Putting People In Perspective

Garth Beyer

It’s not that everybody is fighting their own battles, it’s that they are losing them.

 

Stay Positive & Put That Into Perspective

Garth E. Beyer

Advertising Complications (Why We’re Pissed Off)

Garth Beyer

The more messages advertisers create, the more they have to create. Once you’re in the game, you can’t stop. Advertising is an addiction.

This is old school, traditional, and clearly pissing everyone off.

The real, new-age advertisers are the ones making an impact in a way that their advertisements become our atmosphere without even trying. They reinvent their marketing culture to incorporate the air their target audiences breathes.

Not an addiction. A necessity.

One Thousand And One Nights (Of Media)

Garth Beyer

If you’re looking for a great story-teller, there is no one other to look to or compare to than the unbelievably talented Scheherazade (Shuh-Hare-uh-zahd). This goddess of storytelling delayed death by one thousand and one nights simply by telling stories. She did what every reporter, journalist, and center of the media dreams of, and for the same reasons; neither wants to die, be fired, or be humiliated. So what means of attack do they use against death in all its shapes and forms?

Storytelling.

How important is storytelling?

For the eBook I have written called Start Schooling Dreams, I had asked Karthik Puvada, creator and writer of BeThePurpleCow, if he could add just one class to the school curriculum, what class would it be? Immediately, he responded “Storytelling”. I was not satisfied with his single word response, so I pried more to get the following;

“Martin Luther King, Jr.  Steve Jobs. Gandhi. Mark Twain.  Pablo Picasso.

What’s one thing they all have in common?  Yes, they were geniuses in their own fields, but they also were brilliant in something else too.

Storytelling.

They told influential stories all throughout their lives. The stories that defined them. The stories that captivated millions of people around them. Some ended up as iconic books, some as revolutionary civil protests, some as incredible gadgets and some as legendary paintings. But they were all various forms of stories, more importantly ideas.”

You may now be wondering what this has to do with media. Since the introduction of media, the stories of Scheherazade and the incredible world changers that Karthik used as examples have only been amplified. That is what the media is capable of doing with a story – it amplifies it. Storytelling in the media takes on the cumulative effects theory in the sense that the urge for you to consume what the media is presenting is built up to the point of consumption rather than occurring immediately. Just as well, it can shift your views, beliefs, judgments and even your character as easily as it gets you to consume a product.

Like the stories of Scheherazade, the media uses all five elements of story to make a successful impact on your beliefs.

Exposition: the introduction of the topic the media is presenting

Rising action: the media provides specific information to the audience to build tension, suspense, and intrigue

Climax: what the media truly wants you to know and approve

Falling action: what the next steps are for you to take

Resolution: taking those actions and resonating them

Extraordinary storytelling and utilization of the media to amplify it can make you a legend, a millionaire, an artist, and a leader of social change.

My question to you is would you rather watch and listen to Steve Jobs tell a story or a misinformed underpaid reporter? Your answer shows exactly how good storytelling in the media affects what media content you consume.

The Writer’s Kiss

Garth Beyer

If you’re a writer, be a writer.

If you’re an editor, be an editor.

They are two different lifestyles and they have a peculiar way of, not entwining, but meeting each other.

Writing is like kissing a girl, you (the guy, the writer) go 90% of the way. You have the ideas, you put words to paper, you apply the foundation and build the structure of a story. The girl goes the other 10% of the way. She does the editing, the grammar, the mechanics.

You meet, you kiss,, you both leave each others lips stronger, more assured, more confident in it working out. The perfect kiss. The perfect writing.