A friend on a big band jazz list I belong to posted this:
With more major record labels cutting back, consolidating or eliminating their jazz divisions, the necessity of thinking small is greater than ever. – Copley News Service
Whereupon the Rev. was enlightened. And lo I observed my fingers and they were typing a reply.
Before we get to it, you need to know two quick things that were making the news: The International Association of Jazz Educators meeting was in progress, and Universal Music Group, the parent company of famous jazz label Verve had just slashed Verve’s sales staff.
Here’s an expanded version of what I said:
Jazz in general and big band jazz in particular are on the “long tail”.
If you don’t know what “long tail” is, get up from your deck chair, lean over the rail, and look at what’s painted on the bow. It’s “Titanic” isn’t it?
Find out about the long tail now! Here’s a good introduction to the topic on Wikipedia with some basic links. Read at least that introduction and the Chris Anderson article at Wired.
This is the blurb on the Anderson article: “Forget squeezing millions from a few megahits at the top of the charts. The future of entertainment is in the millions of niche markets at the shallow end of the bitstream.”
See what I mean? You need to know this.
We’re living in a long tail world, and the corporations in the media cartel are stuck with a short tail business model. They’re fucked.
If you didn’t skip over all the commercials on the NFL playoffs, you saw an acknowledgment by yet another classic short tail company, Blockbuster, of just how fucked they are. They’re trying to cope with the nut-punches Netflix has been giving them by getting into the Internet mail order business themselves.
A short tail company trying to adopt a long tail technology? Forget it. They’re dogfood. If you’re looking to set up a nice indie coffee shop or ice cream store, call up Blockbuster’s real estate department. You’ll find some real bargains.
But be sure you do it soon. You don’t want to have to be dealing through the bankruptcy court.
[back to the Copley News Service article]
“It’s a major paradigm shift,” said Bill McFarlin, IAJE’s [International Association of Jazz Educators] executive director.
“It may not be as huge as the shift from silent movies to talkies, but it’s a big turning point. What you’re seeing is the result of a shift in the way music is produced and consumed, and in the way people pay for it. One thing IAJE is trying to do is create a dialogue about where we’re going. The survival of the recording industry will be very important for jazz.”
Bzzzzzzt! Sorry, Bill. The survival of the “recording industry” is not only inimical to jazz, as we’ve seen so many times, it’s irrelevant to jazz. And it’s not like the shift from silent movies to talkies, it’s bigger!
Unfortunately for starry-eyed dupes who are still in love with the old system, the fall of the media corporations is going to be ugly.
Verve is the latest victim. The folks who acquired them are trying to squeeze a few more drops of blood out of the corpse before they cast it aside. Why slash the sales staff? Geez, people, think! They’re going to bury their catalog in a rat-infested warehouse someplace and take depreciation on it for the next however many years the law allows. This is business, people! If the previous owners cared a nickel’s worth about Verve’s legacy, they were thoroughly fooled.
But that’s what big corporations do, isn’t it? Fool people. Considering how much damage to the public good will be done by sequestering the back catalogs of Verve and the other labels, maybe it’s time to start thinking about ways within the legal and legislative systems that the public can ensure that these corporations live up to their obligation of stewardship.
Forget the media cartel. Build alternative distribution networks like ArtistShare and Friends of Big Band Jazz [warning: embedded audio]. Build fanbases on the model Creative World pioneered so many years ago. Build record companies on the model of Sub Pop and Wax Trax and the hundreds of others that carried the punk and grunge and alternative and ambient artists when the short-tail corporations didn’t want anything to do with them.
Hitch your wagons to nonprofits like public radio stations (in the world of the long tail, public radio stations are performing an increasingly essential public service). But start recording podcasts anyway. Play live and from the time the club opens till it closes, have somebody at the door to sell CDs (hint: jazz artists are totally neglecting the EP format) and collect names for your mailing list.
For years we’ve suffered the condescension of the media corporations (the major labels, the radio station cartels). They didn’t like us, and truth to tell, we don’t like them much. But we needed them.
Guess what — we don’t need them any more. They need us — but most of them are too stupid to figure it out.
Shhhhh. Let’s not tell them.