If you aren’t aware, McBride is leading the charge as the music business evolves. Nettwerk, the music company he and his partner Mark Jowett started 25 years ago, has given up on the old way of doing things and is embracing the internet with wide open arms.
They’ve changed their organization to reflect the impact of the internet. They used to have 12 traditional marketing people. Now they have 3 traditional marketers and 8 or 9 Internet marketers. What he loves most now is that he can focus on artists he loves rather than artists he thinks can sell. The Internet has allowed his non-mainstream/niche acts to develop large followings without MTV or Radio.
The article is definitely worth reading, but can be summarized by one key quote.
“All of our marketing is not around albums but around bands and brands. Our marketing is about understanding the social elements of songs, of music, of emotions.” -Terry McBride