MySpace Music: iTunes or Indie?

In my latest post, entitled “Pure Genius: Apple Innovates Once Again” I discussed the Genius search feature included in iTunes 8. By examining the ways Genius compares to existing online music search technologies, specifically Pandora and Last.fm, I found that although the Genius feature may be a lucrative asset for iTunes on a large scale, there is still room for other sites such as Pandora and Last.fm to continue to prosper and meet the promotion needs of new independent musicians that iTunes does not serve. (Especially since legislation was just passed to give Pandora and other internet-radio outlets more time to come to a royalty deal with major labels, here.) Although Pandora and Last.fm both have comprehensive and user-friendly search features, iTunes is the first to pair such a search tool with their existing digital music storefront.

This week, I have decided to research the launch of the new MySpace Music platform to further discuss the integration of marketing tools, like Genius, with digital music platforms, and specifically digital storefronts, like iTunes. In fact, the launch of MySpace Music shares common ground with the iTunes updates, as there have been a host of blog posts regarding MySpace’s chances to compete with iTunes’ standing as the current leader in digital downloads. However, if MySpace wishes to stand a chance in that battle, they must take advantage of the aforementioned opportunity to work with the Independent labels and artists that iTunes does not reach. So does MySpace have a place for Indies? Based on the press surrounding the launch, MySpace Music may be neglecting to include the artists that may give them a shot at iTunes’ title as the industry’s primary digital distribution hub.

Through extensively exploring the blogosphere, I was able to find a number of resources pertaining to the launch of MySpace Music. One of which, entitled "MySpace Music Finally Shows Up!" by Chris Crum, a staff writer at Web Pro News, reports on MySpace Music's new features, and analyzes the digital music platform’s relationship with Indies. This post led me to an earlier post written by Chris before the MySpace Music launch entitled “Big Expectations For MySpace Music”, which touches on how the integration of MySpace Music’s new online marketing tools could prove beneficial to a number of parties, including Major Labels and music listeners alike. As far as MySpace and Apple are concerned, I discovered a post by Romain Pechard entitled "Myspace Music + Long Tail = Indie labels not worthy enough for MySpace" where he discusses the importance of MySpace striking deals with Indie labels and artists to keep them in the mainstream music market currently dominated by Apple. I commented on each post (with each comment posted below), as they were written in congruence with my position on MySpace’s relationship with Independent labels and artists.

“MySpace Music Finally Shows Up!”
Comment
I want to thank you for your thorough reports on MySpace Music leading up to its launch, and for examining the different factors surrounding its release. From your post "Big Expectations for MySpace Music" to your discussions about their new ad program in "MySpace Compliments MySpace Music with Ad Service," your previous posts culminate in this latest entry with ruminations on where MySpace Music may go from here. After reading other posts on the matter, and linking to the various sources that you cited, I think that in future months MySpace has the potential to become a multi-faceted service provider including, and maybe even focusing on, independent bands - although they have not taken full advantage of the opportunity at this point in time. But as you said, "The is just the beginning though. More deals are likely to be reached..."

Last week I analyzed the new Genius feature on iTunes 8 for a blog post, and focused on how the direct integration of online marketing tools with a digital download platform will prove extremely lucrative for online music distributors, in this case Apple. However, I realized that while the Genius feature benefits established acts through iTunes, what will help the independent and up-and-coming artists? I believe that if MySpace Music wants to compete, they not only have to integrate the Major and bigger Indie label catalogs, but also must provide services for newer independent labels and artists – as iTunes’ market does not stretch that far, and MySpace is in a better position to successfully achieve this.

As an entrepreneur in the music industry, I believe MySpace should gear its efforts to being a service provider for these new independent entities; equipping independent bands with the online marketing tools they need to promote themselves via the MySpace Music platform. It seems that this could be extremely profitable in a number of ways, and it would fill a void that seems to have developed as online music platforms like iTunes and MySpace continue to evolve. Do you think this will happen? And if so to what degree? Your comments would be greatly appreciated.

“MySpace Music + Long tail = Indie labels not worthy enough for MySpace”
Comment
I appreciate your post and agree with many of the valid points that you are making. I too believe it is essential that MySpace focuses on integrating Independent labels and artists in MySpace Music, in addition to the Majors, as it will definitely give them a leg up in the inevitable competition, as you said, with iTunes and MTV. I had not even considered that MySpace was originally founded as an independent social networking site, and I think that speaks volumes. It has certainly changed over the years. I was wondering: what steps do you think MySpace should take in order to reintroduce Independent labels and artists to their new platform?

You also state that this scenario is "providing an opening for indie labels to go out of MySpace and create a new platform would finally lead to the death of the current biggest music platform." Do you think this could potentially be better than MySpace seeking out Independent labels and artists for inclusion in MySpace Music?

I recently wrote a post about iTunes 8 and the new Genius search tool. I thought the implementation of such a marketing tool with the iTunes storefront was a huge development, but only for established artists. I feel as though the MySpace features have the potential to be extremely beneficial to those who use the service in the way that they combine specific, new features from a multitude of different social networking and music promotion sites (i.e. imeem, Pandora, iLike, etc.) into one music marketing platform.

However, I agree that to challenge Apple is futile. One of the main points of my recent post about iTunes 8 was the definition by Apple and others of the “opening" for MySpace, or any music platform (even a new one as you said), to assimilate the independent music market – both Independent labels and bands – into a cohesive music promotion and distribution platform. If MySpace focused their site toward being a service provider for Independent artists while simultaneously catering to the needs of mainstream acts and other already established acts on MySpace, they would be in the best position. However, where MySpace currently falls short, like you said, is with their failure to include Independent labels in their deals at this time. Would you prefer MySpace to revert to what it began as; a social networking site driven by Independent artists? Or do you think it should include both Independent labels and artists in addition to mainstream artists from Major labels? Thank you for your post, and any comments are appreciated.

Pure Genius: Apple Innovates Once Again

Apple continues to push the boundaries of marketing and selling music with their recent release of iTunes 8 by integrating a plethora of new features that expand the already effective digital music player and download store. Since iTunes was released five short years ago, Apple has held the title of industry trendsetter and leader in digital download sales due in part to the way they integrate new search options and player settings that simultaneously make their software user-friendly and an effective online marketplace. With the integration of the new “Genius” feature, Apple may again break new ground in the music industry. Perhaps the most intriguing new aspect of iTunes 8, the Genius feature allows a user to assemble a playlist of songs “that go great together” at the click of a button by utilizing search technologies that have only been used and developed by smaller, independent websites such as Pandora and Last.fm. By integrating this brand of music search engine with the already established iTunes store, Apple could be on to something that transforms the way record labels and music websites think about marketing music online.

The integration of subjective search engines, meaning those that search for songs based on their musical content or genre, have become increasingly more important to online music marketing. Pandora, the first website to use this search method, has been cited as a hub for the discovery of new music and an outlet for independent and unsigned acts to break through to potential new listeners. Last.fm boasts a feature that groups artists from similar genres together in the hopes that curious music listeners will sample new bands. However, neither of these websites have integrated the technology directly into an online storefront the way that Apple has with iTunes 8. The Genius feature not only groups similar songs from a listener’s library, but also searches the iTunes store for songs that might "go great with each other."

The Genius feature has the potential to be revolutionary due in part to its Pandora-like search methods but more importantly because of its integration with the iTunes store, which has already been tested and accepted as the easiest, most effective way to legally download music. Through the implementation of the Genius feature, the iTunes store search process becomes more specific, yet at the same time gives the consumer the illusion of control. The ability to obtain a list of songs that sound just like a favorite with the click of a button is niche-marketing at its finest, but it doesn't feel that way. Instead of iTunes posting a single storefront of songs from the same genre, as it sometimes does on the store's frontpage, the Genius button can conjure up list after list of potential purchases masked as new songs. The way Genius searches iTunes and the quality of the playlists it generates are essential factors in the new feature's success.

The Genius search methods rely on the information from iTunes user's libraries to hone its searching capabilities. Apparently the more information that is submitted, the smarter the music search tool becomes. But many have doubts that the Genius feature is anything special. I see the search tool as the first small step in a line of many to reach this search technology's full potential. Technology moves quickly, and many forget what it was like to use Pandora or Last.fm for the first time. I have always seen Apple as the top tier online music service, and when they integrate a feature or develop a technology it usually becomes commonplace quickly, and then we can't live without it.

As an entrepreneur in the music industry working to figure out how to successfully release new music on the internet, subjective searches seem to be a very promising solution. To pair up-and-coming acts with already established artists of the same genre is an extremely powerful marketing tool. In the past, bands had to share the stage with established acts or make their way onto a compilation to get the kind of exposure that a simple Pandora search can achieve. With this technology, almost any new band can have the opportunity to be featured alongside artists who have defined their genre. Although the Genius feature seems very promising in terms of discovering new music, it may not be the solution for new independent artists. The iTunes store is hard to be a part of if you are a new band. Even if a band were on the iTunes store, it would be difficult to come up in a Genius search if nobody has the album yet. I believe that the Genius feature on iTunes 8 is a step in the right direction for online music marketing, however smaller sites that have been honing this technology for years will not be pushed aside by iTunes as a distribution network for small, new bands. However, iTunes will continue to lead the pack on a large scale, and the Genius search feature will definitely become an asset.