The War is Over, the troops are on the ground.

I had a call from Phil Tripp last week asking me what the URL for our new business is – I was happy to provide him with d.tail Noisemakers and report that the initial response to this venture has been strong – particularly from independent bands and record labels but we are finding interest from industries on the periphery of the creative arts. It seems that many have an interest in seeking out ‘their’ community via social network management.

I told Phil what a pleasure it was during the recent AMBC, hearing from Gerd Leonhard, Jeff Price and a number of others who have embraced or espouse a newer practice of doing things in the music business. I have been following Gerd’s predictions with a mixture of interest, amusement, cynicism and respect in revolving patterns over the last 5 years – ultimately much of what he had to present at the AMBC is indicative of the new reality for many of us.

That is, there is no longer a battle against the forces of illegal downloading; the new reality is that it’s here.

The war is over, it’s how we divide the conquered territories that will indicate where we draw our supplies from moving forward.

I also reflected my great surprise not as to who was at the conference but who wasn’t. Because I did expect a greater contingent of industry folk – particularly from the major record and publishing companies. Especially considering that this was an opportunity to gather ‘intelligence’ from the other side.

I do understand that many of Gerds predictions and assumptions are divisive, that much of the process people are employing to design and develop their new operations are exploitative of the ‘free music’ model and that many in the music business must feel threatened. For the change is so significant that major job losses are already common, it is what the new jobs will look like that we are grappling with.

I also spoke at length to Jeremy Macvean from Austereo. I met Jeremy a few years back when my post production studio – Monkeesee worked on many of their TVC’s. Radio like TV and many in the media and entertainment industry is threatened by the eventual roll out of Kevin’s big broadband. Jeremy explained that their method of fighting back has been to build as strong an online community as possible. I think he mentioned that they now have a staff in excess of 30 just concentrating in this area.

Don’t quote me on that number but what is obvious is that ‘free to the airwaves’ forms only one part of their strike pattern.

Let me say this is not a rant about social media being the new black or the death of the old school. Just because it works for Trent, the Beastie Boys and Radiohead doesn’t spell success for all – indeed who helped them up the ladder of notoriety in the first place?

Also, I’ve been in or associated with too many successful acts signed to major record deals to be happy about that scenario.

However, now more than ever how you deploy your forces and the theatres you choose to fight in are pivotal to your ability to make an impact and break through the lines.

Whilst the majors can still fire the heaviest weapons they take longer to get their flotilla in place. Often by the time their carriers have moved into position much of their firepower goes over the market place, well heard but less infiltrating. Also large movements of troops are too easily spotted and therefore avoided.

However both of these are still vital elements in the campaign. In fact they’re essential when the numbers are running your way.

It’s just that you need to have the ground troops in place first, handing out chocolates and cigarettes. This is where the base for incoming is established. This is where the message can have pinpoint accuracy.

There is no such thing as viral marketing any more. The word is dead, one of the positive casualties of the battle. Social networking is what the V word has become. Identifying your first 1000 troops, organising, equipping and empowering them and ultimately making them part of your crusade.

So the war is over, the troops are on the ground. It’s up to us as to how we choose to mobilise them but ignoring that they’re out there – that just seems foolhardy to me.

PG

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