The Impact of Technology on the Music Industry: a Study Into How Organisations Adapt in a Rapidly Evolving Business Environment

7559 Words Nov 5th, 2010 31 Pages
The impact of technology on the music industry: A study into how organisations adapt in a rapidly evolving business environment

Profile - Sam Ford from UK Indie band One Night Only. The Group have recorded a top 10 hit on the Top 40 UK Singles Chart in 2008 from their debut album “Started a Fire”.

From your debut album Started a Fire, you had a top 10 hit with “Just For Tonight”. What did it take you to get to the point? How did you market and promote your band to get to this point, did it start from how much of it was your own promotion and how did your record label help?

Gigging. We spent years just touring and gigging and built up a real strong loyal live following. The more people you get coming to your shows the more people
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Independents have more flexibility because of their smaller infrastructure. We can sell 3,000 copies and make a profit. Major 's can 't afford to do that so they have to play a higher risk game by investing tens of thousands and hoping to sell hundreds of thousands of records. This causes them problems but can also create the sort of exposure for artists which can be harder to achieve for independents (with some exceptions). The major 's have global infrastructure and reach which is enviable in some respects.

The digital revolution is pushing prices down. For us, we have always had to compete with piracy so are used to it but the majors had some very good years in the 70s, 80s, 90s so must have had to economise as a result of digital. Digital sales now account for about 20% of our sales income and are growing but physical sales are still strong. The main negative effect on us has been the demise of record shops and then distributors which makes it harder to continue the traditional methods of selling music.

Things like Last Fm, Spotify etc will change things even more - Spotify is a kinda terrifying prospect from a label perspective but as a consumer it sounds very interesting.

Another interesting idea is what Nine Inch Nails did - offering different price tiers for different levels of product - ie $300 for a deluxe package for uber fans, whilst some tracks are given away for free
(and other levels in between)

Every solidified Record
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