Part Three If you haven't read parts
one and
two, I've been blogging about
Pandora, give part one a skim at least.
The question today is:
Does digital music distribution give musicians (independent or just indie-label) a leg up against big record labels?
This question, like the others, can be stretched to apply to the industry-wide musings about the effect that desktop production--and more importantly, distribution--is having on the music industry. Pandora's Tim was a pretty unabashed idealist when it came to the power technology granted musicians, talking about the three major things record labels (are supposed to) do for musicians--
record your stuff, then promote it, then sell it--and how technology makes two of those easier. While an entire discussion of how the internet changes the dynamics of this role that record labels are supposed to have, let's narrow this down to Pandora for now. (Feel free to comment if you want to open it up.)
In the musical ecosystem, Pandora is a promoter. They are, when you boil it down, a radio station (albeit a highly technical one), and radio's
raison d'ertre has always been to promote music (for better or for worse). Will Pandora, as a tool for online music discovery, give musicians the ability to find their audiences? Tim's feeling on this was yes, and it resonates with the experience of any Pandora user you speak to. Using Pandora introduces you to artists you
never, ever would have discovered on your own, period. As evidence, Tim shared with us that
Pandora is now the industry standard for TV and film scorers and music producers who want to find emerging artists as a cheap alternative to popular mainstream artists.
But are these artists actually different enough from the ones you already know and love to earn a place on your iPod?
As one listener said, "
I like nachos. I don't want to eat them everyday." Many of the hardcore music-lovers at the forum said Pandora is almost
too good at finding similar artists, and that once you've given Pandora enough feedback, it knows your music tastes too well to take any risks, creating a homogenous and undiverse mix of songs. There are ways around this, but it does make one wonder if most casual music listeners will find their next much-beloved album on Pandora, or
if only music "insiders" (for lack of a better term)
will put the effort into it to broaden their horizons.
And all of this assumes that you are in the 33% of unsolicited submissions that the Music Genome Project actually processes and integrates into Pandora. To truly secure your spot in the Genome, users must have
searched for your music and come up empty -- too many empty searches for a single artist will prompt the Genome musicologists to add their collection. And this presumes the artist has some amount of name recognition to begin with, or has
a very committed fan-base willing to blitz Pandora's search engine.
I'm going to leave these questions/threads open for now, since, to be fair, Pandora is too young to come to any firm answers, but many of them will come into play when I tackle how Pandora will be able to steer clear of the influence of Major Media.