If someone left the music industry five years ago and decided to return to it today, that person would find it almost unrecognizable.
At Six Degrees Records, we have always tried to stay on top of new developments in the music business and have prided ourselves in embracing new technologies. Of course, it helps when you are based in San Francisco and you can feel like a Neanderthal when you are listening to conversations in the coffee shops and the bars.
Since most of our artists are not based in the United States, we have utilized various digital technologies for many years to receive music from them instead of waiting for a CD to arrive in our mailbox. I remember how amazing I thought it was the first time that we were listening to a track completed in India just 20 minutes earlier. Now, we receive most of our demos digitally.
Last year, we realized that we were still utilizing a very 20th century approach to servicing our music to the industry. Although we had substantially changed our marketing strategies through the years, we were still sending out promos in the same way as when the members of our staff were still interns: We first have quantities of promos shipped to our office from the manufacturer. Our staff then unboxes them and puts them in a padded mailer with a bio or letter. We then send thousands of promos to music writers, radio stations, lifestyle accounts, retail, distribution sales staff, etc. These packages arrive at the person's mailbox along with numerous other packages (yes, we are all pursuing the same people for their attention). That person opens it up (we hope) and then throws away all of that packaging and probably the bio and the letter. At that time, he or she then decides if the project is even worth a listen. More than likely, the person will download it onto an iPod and then put it on the CD shelves but, if we are unlucky, he or she will sell the promo to the local used record store.
If we were utilizing the currently available technology, we could just send an e-mail with a link to download the album and the package. The recipient could then quickly download the album after opening the e-mail. This would be more cost-effective, while increasing productivity and decreasing the amount of waste. Plus, this provides instant gratification for the listener. This also falls into line with saving money and the environment with a green-friendly service.
We have the technology but the industry needs to embrace a new school of thought in the way it does business. Of course, some people will still need a CD and they should continue to receive them. Six Degrees will start testing our new in-house digital servicing system within a month. We are confident that our tech person has created a good system. The challenge will be to convince our promo recipients to accept this change. We will initially offer people a choice of being serviced digitally or with a CD. We will remind them that the digital approach is good for the environment and that it is a more efficient way of receiving new music.
I know that many other labels are looking at this option. The more labels that offer this type of servicing, the faster that it will be adopted by the industry. I am sure that the manufacturers of padded envelopes will be unhappy with this approach but maybe now we can put our interns to more constructive use of their time.
Also, I am sure that every publicist would prefer to offer a link to downloading the album instead of overnighting a package to the panicked writer who needs the artist's album immediately. With technology moving at such a rapid pace, it's about time that the music industry catches up. ••••
Pat Berry is co-founder/co-president of Six Degrees Records, an independent label in San Francisco. For more info, go to sixdegreesrecords.com.
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