Posts Tagged ‘Facebook’

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Deadmau5 Presents: How to Kill It in the Digital Age

February 4, 2011

Deadmau5 – Dr. Funkenstein (Danny Jay Remix).mp3

I rant a lot about the music industry. And it never fails to give me plenty to rant about, especially when label execs and major label apologists insist that something must be done to allow them not only continued employment but that their industry be legislated back to its former glory.

However, if there’s one thing the music industry has proven it’s unable to do, it’s connect with its customers. Most major label artists are pretty much silent partners with their label-supplied publicity team. Sure, they may fire up the occasional blog or tweet a thing or two, but these additional avenues are often paved with identical “Buy this!” posts and tour date announcements.

Yes, fans do appreciate this information but this isn’t really a connection so much as it is targeted advertising. And it’s redundant advertising. Music fans usually have accounts at iTunes, Amazon, etc. so diminishing returns on these updates are almost immediate. The live gig announcements are also useful but again, most music fans will have found a better aggregator like tourfilter to alert them when a band they like is coming to their town (and presumably assisting them with partying down).

The problem is that hundreds of smaller artists are running their business the same way. I like (with as capital “L” and an upturned thumb) over 100 bands/artists on Facebook.

First, a quick primer on Facebook for the .004% of readers who are not Facebook members; “Liking” a band adds their stream of status updates and posts to your feed, which allows you (the fan, or “Liker”) to see all of these updates in real time, scattered amongst your friends’ announcements of mood swings and where specifically they need help on their farm.

So, I have a lot of indie artists supplying me updates periodically throughout the day. The problem is most of these feeds are indistinguishable from a publicity feed set up by a major label. I would say that easily 90% of the feeds I subscribe to do nothing more than loop “click to buy” links and announce tour dates.

Because so many of these bands use this connection tool for nothing more than advertising, their information becomes subject to “ad blindness” by regular users. We begin to tune out their posts much in the way we tune out banner and sidebar ads. Pretty soon their “connection” is reaching no one.

There are very few exceptions to this unfortunate misuse/underuse of the biggest platform available to new artists. Whitey’s feed is usually entertaining but he doesn’t have an artist page so you’ll actually have to be his Friend to get it on it. A few others will post videos from other bands they like or single out something that happened on tour, but for the most part it’s always tour/buy/repeat.

And then, just when you figure that the new boss is a lot like the old boss, even when they’re their own boss, you stumble across someone of sheer brilliance who gets what this is all about and revels in the limitless possibilities of a direct line to a few million fans:

D E A D M A U 5

The man lives on Facebook. He posts everything. He uploads videos. He has photos. For everything. He spouts random shit. He gushes about new equipment. He asks questions. He posts notes thanking his fans for being awesome. He’s consistently entertaining.

Basically, Deadmau5 invites you into his life. He knows he’s living the dream and it seems like he’s still as awed by the whole experience as his fans are. So he uses his online existence to allow everyone to live vicariously through his detailed and frequent posts.

There’s never any dismissiveness or jaded attitude. He’s just genuinely thrilled to be in the position he’s in. And as you read the posts and view the massive amount of photos, you catch some of the jittery “holy-shit-can-you-fucking-believe-my-life” vibe that pours out of every post.

Check out Deadmau5 geeking out during a conversation with Jim Carrey!

Look, it’s Deadmau5’s cat, Meowington!

He loves that cat! How do we know? Peep his neck tat!

Check out this hunk of electronics! It makes “pewpewpew” noises apparently!

LOL! Live Windows fail!

How can you not want to support this man? He lives and breathes and loves music. He wants you to be as close to being him as is humanly possible.

But that’s not all. He actually enjoys hanging out with his fans and works hard to repay their loyalty.

Deadmau5 has carved out his own island in the ether of shit-hot indie world-builder Minecraft. While that’s impressive on its own, he also sprung for 20 copies of the game for his fans. How many artists have purchased copies of a game just to get more people to hang out with them? That’s a fucking connection. Tell me that investment won’t pay off.

He also keeps close tabs on his online presence. If something seems a bit “not him,” he’s fixes it, going so far as to remove the label’s publicity team from the Administrators’ list. He has no interest in being pimped into irrelevance by a thousand pushy label-created ads.

This is how to make the digital world work for you. He’s also on Twitter and still maintains a “well, it was already there” Myspace presence, but he has conquered Facebook. And why not? 500 million registered users is a whole lot of potential fans.

Every artist, indie or not, needs to be taking notes from Deadmau5. Once you’ve seen it done right, you’ll wonder why you’re giving your fans and potential customers so little.

Take more pictures. Digital cameras are cheap. Show them what happens away from the stage. Talk to them as people rather than some loosely connected group of open wallets in search of spending suggestions. Find a common interest away from the music and explore that. Just say whatever comes to mind even if it doesn’t seem to be “closing the deal.” Facebook is full of random statements and observations. People know when they’re being treated like the business end of a mass mailing, no matter how “interactive.”

You make music and you have anywhere from a few hundred to a few million people who love you for it. You’ve already won over their ears. Grab their brains and their hearts. Their wallets will have no choice but to follow.

(Hat tip to Techdirt for their recent article on Deadmau5 which allowed me easy access to the label v. mau5 battle. Big, big tip of the oversized novelty mau5 head to Deadmau5 himself for, well, being himself.)

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The Stabbing Knife Vol. 3: Steve Dahl

November 18, 2009

Roberto prepares to "cut a bitch," Chicago-style.

The Stabbing Knife is back after a brief resting period. [Wait for applause to die down.]

We’ve stabbed before here on Fancy Pants. Here’s a very brief list of the previous victims, whose asinine remarks made their stab wounds mainly self-inflicted:
ASCAP
Garth Brooks

Things must have been going too well. All was quiet and rather orderly until this jackass decided to take his frustration with his dwindling career options to take a shit on the entire Internet.

Ladies and gentleman: Steve Dahl, noted radio personality and columnist for the Chicago Tribune.

Steve Dahl: all the fun of NA beer with twice the water retention.

So what’s his problem?

Apparently, he hates the fact that due to Twitter, blogs and comment threads, ordinary people are allowed to voice their opinion.

“These days, a person only needs a computer to spew opinion across a variety of platforms. Healthy doses of outrage and narcissism are also helpful.”

This is unfair to Steve, although it is difficult to tell why. He doesn’t hold a degree in journalism as one would expect, based on the self-righteous bullshit he’s spewing. Let’s read a little further and see what entitles him to his opinion but not us to ours:

“Don’t get me wrong. I am also an outraged narcissist, but I had to work six-hour shifts in Bakersfield, Calif., to earn my stripes as a communicator.”

Holy fucking shit! Six hours! The man’s an animal!

How does he do it?

Who here works more than 6 hours a day? Yeah, that’s pretty much everybody. However, since you don’t work in the hallowed halls of a dying format like radio or newspapers, your opinion means fuck-all.

He goes on to insert his massive foot farther into his massive mouth by calling CNN out for reading viewer Tweets:

“Nowadays, having a Twitter page qualifies a person to give commentary on CNN. I am not interested in the take of @stinky on the Fort Hood shootings or any other current events. I am watching CNN because I expect them to gather the news, not act as a clearinghouse for any bonehead with a computer, a cable modem and a half-baked opinion.”

So, boneheads: how’s that feel? A dinosaur of the cable news industry is recognizing the shifting playing field and trying to connect with their viewers. Sure, not every opinion is going to be mind-blowing gold, but at least they’re trying. As compared to Stevie here, whose sense of entitlement is currently going at his brain like an enraged tumor and devouring anything useful.

Steve’s not content to stop there. Here’s a swing at Facebook:

“With the advent of Twitter, Facebook, instant messaging and texting, now almost any fool can set up his or her broadcast hub.”

You hear that, fools? Your own broadcast hub! It’ll be like the heyday of pirate radio, only staffed with fools and boneheads!

This seems way, way more than hypocritical from a guy who admits to using Facebook and Twitter nearly constantly.

And, of course, he used it to send out photos of bikini-clad women whose pictures were taken unknowingly.

“I even started including bikini shots via Twitpic with my Tweets.”

Oh, and he has a blog.

For someone so connected with his readers, he sure knows how to marginalize them all in just a few paragraphs. This is why your average Internet user hates your average journalist. They all consider themselves to be better and more informed than the readers they cater to. But now there are too many options and rather than try to connect, they condescend.

Unfortunately, no one has any pity for all these small fish in a rapidly draining pond. No matter how much they splash around like big fish, they’ll still fit down the drain.

This is America, land of the running mouth. We all have opinions and we all like to state our case. For those who think a degree or a certain line of employment makes yours the only opinion that counts, prepare for a short lifespan of soul-sucking disappointment.

Your field has already been marginalized by the Internet, and all you can think to do is pour gasoline on your death pyre.

Of course, great thinking and open-mindedness is not to be expected from the “DJ-personality” who presided over one of the most celebrated public displays of racism and homophobia ever: Disco Demolition Night.

Well, it's no "God Hates Fags" but it does have a kickass lightning-y font...

So long, asshat. Enjoy the brief spike in readers from your troll-baiting bullshit.

From the blogosphere’s black heart, I stab at thee.

-CLT