Takes more than a tweet to get new music fans motivated
So where do you go discover new music in 2011? At a time of infinite choice for new releases and acts, and where discovery of new sounds is the meme of the moment, it’s a question which pops up again …
So where do you go discover new music in 2011? At a time of infinite choice for new releases and acts, and where discovery of new sounds is the meme of the moment, it’s a question which pops up again and again, as all involved seek to hone in on the filters which matter.
You might think, for instance, that a social media shining star like Twitter would be top of the pile when it came to music recommendations. Hence, why so many bands use their Twitter feeds to bombard people about their every move.
Yet the recent survey by NPD/NARM on consumers and music discovery showed that Twitter is way down the list of reliable sources behind word-of-mouth recommendations, radio, TV, iTunes, YouTube and others.
It’s not news which will please the kool-aid drinkers in the social media cabal, but it won’t surprise astute observers who realise it takes more than a tweet to get people motivated. It’s also not surprising that a majority of respondents aren’t terribly interested in new music to begin with, unless it’s new music from acts they already know about.
But it’s obvious from the survey’s findings that it’s not just acts who find wading through the new rules of music discovery to be an onerous task. Music fans too are overwhelmed by all the channels to choose from. Add blogs, websites and traditional media to the pot and you’ve a stew of sources to filter before you even begin to find new bands you like.
It really comes down to trust. Most new music fans and writers have a reliable list of online and offline sources and those recommendations are their first port of call. The trick for acts and labels is working out how to influence these. Time, perhaps, for another survey?