![]() ![]() In 2011 a standard street team model won’t work. So what can we do to put music in people’s hands, or to recreate that intimacy with music and our brand? Here are a few ideas that I’ve come up with for us in the last few months.Įverybody knows what a street team is. I mean, it’s cool, but not life changing and not much more than a short cut for me to avoid going to Wikipedia to look up some production credits. You can’t replicate holding an album with a digital booklet, even if it can be full screen, even on the Ipad. The great failure with their approach is they took the wrong elements of tangibility. This is something that has been attempted by others like Apple with its “ Itunes Album” format. I want to give a few examples of how we’re doing this this year, in hopes that maybe it will spark more innovation, just not the same exact innovations, ha.įor us, the goal is creating a tangibility out of the intangible. You have to be creative, “grinding harder” is not enough if you’re doing the same thing as your competition, but just more of the same. There’s really only one way to battle as a business when you are at a monetary disadvantage, and that’s to innovate harder than your competitors. An in-depth column from the perspective of an Indie label owner. ![]() With this frequent column, he gives readers an all access look at the ups and downs of running an independent hip hop label in this day and age. ‘Uncommon Approach’ is a column written by Paul “Nasa” Loverro, owner of independent label Uncommon Records.
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