Innovative Marketing Thoughts: How Pretty Lights Exemplifies the Modern Music Industry

Moved from original site by admin (07/07/09)

It’s finally time to accept without any reservation that everything you knew about the music industry has now changed.  No longer is it ruled by a few large businesses, it’s now successfully in the hands of the individuals.  Whether an artist or a fan the roles of those deeply connected and influenced by the music industry have been shook up.

For me, nowhere is this more evident than with Pretty Lights.  A local band/DJ from Boulder/Ft. Collins CO they’re ascent to household name in the electronica scene is invigorating and aspiring.  From playing small household parties to captivating audiences at the largest summer festivals and opening for STS9 at Red Rocks in July the band has captured an attentive audience and transformed them into the greatest marketing tool available. 

In doing so they’ve highlighted the rapidly changing music industry, one that is now reliant upon well connected, highly augmented fans to promote, distribute and review music.  That one person may be doing all three of these activities should be exciting, not alarming, as it has personalized the music industry once again.  The biggest complaint I ever had with purchasing CD’s wasn’t the price, it was the fact that they were pushed as any other commodity was……ensuring live performances  were the only time and place that a true fan could ever connect to their favorite bands. 

But that role, and mindset, has been reinvented with online distribution and acknowledgment of great music.  Hundreds of bands in the last few years have risen to stardom by simply offering their music for free online and letting it speak for itself, well at least until the ball starts rolling and word of mouth marketing takes over.

Exactly what happened for Pretty Lights, no more than a year ago was Derek Smith (head of the group) peddling his debut album for free to local (Colorado) fans of electronica.  But with the blink of the eye, and some constant touring for promotion, he’s become one of the most in demand DJ’s in the country from East to West coast. 

Anyways, this has started to ramble a bit…….point being is it’s amazing what has happened to the music industry in the last few years as the fans and artists reclaim what is rightfully theirs.  Check out Pretty Lights music for free here.

 

By gramRod

It’s finally time to accept without any reservation that everything you knew about the music industry has now changed.  No longer is it ruled by a few large businesses, it’s now successfully in the hands of the individuals.  Whether an artist or a fan the roles of those deeply connected and influenced by the music industry have been shook up.

For me, nowhere is this more evident than with Pretty Lights.  A local band/DJ from Boulder/Ft. Collins CO they’re ascent to household name in the electronica scene is invigorating and aspiring.  From playing small household parties to captivating audiences at the largest summer festivals and opening for STS9 at Red Rocks in July the band has captured an attentive audience and transformed them into the greatest marketing tool available. 

In doing so they’ve highlighted the rapidly changing music industry, one that is now reliant upon well connected, highly augmented fans to promote, distribute and review music.  That one person may be doing all three of these activities should be exciting, not alarming, as it has personalized the music industry once again.  The biggest complaint I ever had with purchasing CD’s wasn’t the price, it was the fact that they were pushed as any other commodity was……ensuring live performances  were the only time and place that a true fan could ever connect to their favorite bands. 

But that role, and mindset, has been reinvented with online distribution and acknowledgment of great music.  Hundreds of bands in the last few years have risen to stardom by simply offering their music for free online and letting it speak for itself, well at least until the ball starts rolling and word of mouth marketing takes over.

Exactly what happened for Pretty Lights, no more than a year ago was Derek Smith (head of the group) peddling his debut album for free to local (Colorado) fans of electronica.  But with the blink of the eye, and some constant touring for promotion, he’s become one of the most in demand DJ’s in the country from East to West coast. 

Anyways, this has started to ramble a bit…….point being is it’s amazing what has happened to the music industry in the last few years as the fans and artists reclaim what is rightfully theirs.  Check out Pretty Lights music for free here.

 

By gramRod