So, I’ve been toying with the current problems the music industry is facing since we initially spoke about this topic in class (i.e. them suing their best customers and using an outdated business model). I am also being daily reminded by everyone to “brand” myself so, that I’m more marketable and eventually someone is won over enough to hire me.
How are these two dilemmas related? Well, companies have been branding themselves forever, but the disconnect happens when people see the company as some workplace that no human could ever inhabit…surely robots are running the place is what I always assume.
Let me start by explaining how I see this current trend of personal branding. It is not simply giving someone a business card with your information on it anymore. It has evolved into a way of life, which is echoed in everything you do from how informally yet trendy you speak and dress to what sites you frequent and how many followers you acquire through this process. This evolution has been powerful.
How could music companies like Sony BMG use this to relate to their customers more after all the drama? Well, first they could start acting and speaking like actual people and not like companies or drones. Going back to this simple principle will slowly win people over, and eventually people will forget that they once saw the Majors as evil empires. The big players in the music industry need to walk and talk like real people, and not just any people – like people that LOVE music. Customers interacting with the companies and realizing that the people at the company are not much different from them. Customers are blogging, discussing news on forums, social media networking, etc. After visiting Sony BMG’s site, I wasn’t too surprised that they offered no interaction other than a simple “contact us” page and the only personnel bios were for two older executives that I didn’t feel related to in any way. From what I can see they are trying to relate to the Gen Y’ers through Apple’s iTunes, but I don’t think giving us $0.99 songs will do it. Then again, it just might be a bitter taste left over.
Now, don’t get me wrong. I’m not bad-mouthing some pretty respectable companies, just providing some well-deserved criticism. My plan of action for all the major music labels are to stop putting up a façade. Embrace the bad press and make drastic changes to remedy the situation. Here’s some helpful advice on embracing bad press.
Well, hopefully the music industry can learn from all of this and make the grand gesture to all of us music enthusiasts…whatever that may be. Until then, I’ll continue ripping my music via torrents.
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The title of your post made me think you were going to talk about something else, but I couldn't agree more with you on this. Companies would do very well to just speak to consumers as actual humans - regain their humanity, so to speak, since, as you say, companies are really just a collection of people too. Nice point.
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