I’ve taken what you might call a professional interest in the writing of ‘new music industry’ bloggers and pundits over the past decade, and while there is a great deal of disagreement among them, they all have certain similarities about their approach.
Or rather – their approaches, as there seem to be three main ones.
It’s useful to break these approaches down so that you can recognise them when you see them – but also in order to get a sense of how these kinds of information sources can be interpreted and used in a practical way in your own music industry practice.
You can probably think of other ways to slice this, but here are the three main ways in which I interpret the approaches of music industry bloggers.
Blog inertia is a real problem for a lot of people. You start writing and updating on a regular basis, but even though you understand the importance and benefits of the practice for your music business, sooner or later you just kind of run out of stuff to talk about.
But it can actually be a breeze, rather than a dreaded chore – if you just take a few minutes to develop a bit of a strategy for those down times when the inspiration seems to be in short supply, it can be something you can do easily, quickly, and at times when you just don’t feel like it.
There’s a simple solution, and it’s one that I’ve recently implemented myself.
In most instances, the answer to this one is a firm YES. In fact, I’m struggling to think of an instance in which the online presence of a musician, band or music enterprise would not be enhanced by the addition of a blog.
The most common counter-argument against musicians blogging is the idea of the ‘aloof artist’ – the notion that the mystique of an inaccessible and ineffable artist adds to the value of the work itself. I’m inclined to disagree, though of course, there are exceptions. Burial is a good example of a musician with that sense of mystery – but that takes real dedication. You pretty much have to go into hiding to make that strategy worthwhile.
And, in fact, I think Burial could blog without giving the game away.
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