Case Study: Band Embraces Grooveshark And Catapults Its Career
from the well,-look-at-that dept
One of the things that we’ve found odd about the decade and a half history of the legacy entertainment industry seeking (often successfully) to shut down a variety of new platforms, is that if you actually looked at the artists who didn’t completely freak out at these new services and who recognized what the new services were (better platforms for distribution and promotion, rather than the end of all civilization and culture as we know it), you quickly find that, if done right, the platforms could be used to those artists’ advantage. We saw artists use the original Napster to their advantage, only to see it shut down. Ditto for MP3.com, Grokster, Kazaa, Limewire, Megaupload and more. Plenty of artists have discussed how incredibly useful The Pirate Bay has been as a platform for distribution and promotion.
Now, admittedly, many of these companies and services were shut down for some form of copyright infringement or inducement to infringement. So, you can argue that they were illegal. But if we went back even further, we saw the same complaints against many other platforms including the radio, cable TV, the VCR, the DVR, the MP3 player and online video services like YouTube. And yet, every one of those has survived, and they have turned out to be very important parts of the market. In fact, you can look and see how each of those helped expand and grow markets, even as they were decried as being tools of infringement when they first came on the scene.
This is why I’m so fascinated by the artists who are the early adopters — who jump onto these platforms in the early days and show how they can be used to the artist’s own advantage. Because it’s through those people that we learn how these platforms, be they tools of infringement or not, can quite possibly help artists much more than hurt them — if those artists learn to use the tools correctly.
All of that is prelude to this case study, concerning a band called Quiet Company that teamed up to take part in Grooveshark’s new Artist Development project, in which Grooveshark would see if it could help “break a band” via the internet. Grooveshark, of course, is a company that is currently being sued by a large chunk of the recording industry for its music player. In talking to various artists about it– even those who often are more willing to experiment with new platforms — I’ve seen many artists really dislike Grooveshark. But, clearly, it has built up a giant, loyal and engaged user-base. And, as always, it seems that, if done right, artists could embrace that to a positive effect, which is appears to be what happened with Quiet Company. First up, if you’d like to hear some of their music, you can click the widget below:
There are a number of interesting tidbits in the case study looking at an entire year or so in which Grooveshark worked to help Quiet Company. One thing that’s important to note, of course, is that the band didn’t just rely on Grooveshark, but worked to use Grooveshark in combination with other platforms to get attention. Grooveshark seemed to drive steady growth in part by using its own tools to help drive growth elsewhere, such as YouTube. Take a look, for example, at the following timeline:
Furthermore, a closer look at Grooveshark promotions, shows that they also impacted things like visits to the website and Facebook likes.
In talking to the band’s manager, he repeatedly pointed out that the exposure from Grooveshark made all the difference in the world, and took the band from having a loyal and devoted local following to a band that really had a big following in many places around the globe. He pointed out that the key, in his mind, was that this was a promotional platform, with the focus being on building up a fanbase who loved the music, and to then tour to make money to support that. When asked if there were any “lessons learned” or regrets, the one thing he noted is that they should have been better prepared to go out on tour as soon as things started to break. He felt that they could have done a bit more if they were ready to tour more widely earlier last year.
Something else really interesting came out of the case study and the discussion: after all of this, Quiet Company actually got a private investment from a group of fans to continue what they’re doing. That is, rather than signing with a record label, a huge fan actually approached the band and asked them about investing in them, and set up a deal (with a few other fans) that is better than a record deal in that it’s very artist friendly. Quiet Company’s manager told me that this fan has been a big supporter of the band for a long time — often buying a bunch of tickets to their shows and just giving them out to a bunch of her friends, and they were pleasantly surprised when that turned into her investing directly in the band.
Separately, he notes that the band believes strongly that this kind of thing was a result of the band really working hard to connect closely with their fans, and that with this greater exposure, it lets them try to do that on a larger scale.
This isn’t, of course, to say that every artist should automatically jump on board with Grooveshark. It’s just yet another case study in a growing list that shows that where artists carefully and smartly construct a broad strategy that leverages various tools to help promote and distribute their works, combined with connecting with the fans, they can have really compelling success stories. Even as some decry those platforms for claimed copyright infringement, it seems like these platforms can be helpful in doing the most important thing: building a fanbase. And, from there, the band needs to work to connect with that fanbase, and give them ways to support the band. It would be great if, rather than attacking such platforms over and over again, we spent more time like this, looking at ways that artists can use various platforms to their own advantage to succeed.