Music as Product

It seems to me that product marketing in technology is very similar to what's happening in the music business today. The record companies are trying to find the next big thing by copying the last big thing. Meanwhile, new artists, like The Alternate Routes, are using the internet to gain instant access to their fans, bypassing traditional media. Sounds a lot like The New Rules of Marketing... using social media and the internet to get your story straight to your audience, bypassing traditional advertising and PR.

(Caution: some language in this video is not safe for work)

Now apply the ideas for the music industry to your business. Would a subscription model make more sense? Could you use ebooks and video to get your message out? If you have a direct sales channel, should you consider using an alternative channel anyway?

How is your business like the music business? And what can you learn from their successes and mistakes?

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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