
New York, NY (March 26, 2008) – Much of the news you find here at Loud.com focuses on the machine behind the industry, the deals being made that will affect the future of music, and of course, the technology now available to you that can help increase the amount of ears tuning in to your music. Part of that intricate playing field and one of the more confounding topics we focus on is social networking. There’s MySpace, Facebook, Orkut, Bebo, Open Social (more a technology than a “destination,” but never-the-less, a network), YouTube, Delicious, LinkedIn, Twitter… the list goes on and on. It seems daunting. It IS daunting. Sometimes, it’s a fucking headache trying to make sense of it for you.
But here’s the thing: whether you ride the wave of the newest start-up by getting in on the ground floor or you go with a tried and true site like MySpace, all of these platforms need to be freaked properly by the user for them to do anything worthwhile. And by that, I simply mean interacting. Which, when you have 10+ sites to deal with, can become incredibly time consuming and take away from any shows your trying to book, street team objectives you’re trying to accomplish, studio sessions, writing/rehearsing time and all the minutes hustling over the phone. Couple that with the 9-5 that allows you to pay for your music and you’ve got a recipe for frustration. I hear you.
The links below contain some expert commentary that should help ease your mind about becoming overwhelmed in the social sphere. As important as the Internet is to modern media and communication, getting in front of people’s eyes in the flesh is still the best avenue for success.
So get your read on here and then go make it happen off-line. Boardroom Hip-hop 101.
Social Behavior: Following, Friending, and the Establishment of Credible and Trusted Sources
This was written by the CEO of Wiredset, LLC, a digital marketing agency based here in NY. Mark Ghuneim was a prolific executive with Sony back in the day and continues to be an innovator in the digital space. Here, he talks about the usefulness of social bookmarking and how you can create your OWN network within a network by simply bookmarking the things you enjoy reading about (can you say, “ready-made e-team?”). Check:
…”Online, one’s innovator status can be exhibited through their social network behaviors; what they are bookmarking, how it is being tagged, how early they identify new information, sites, and trends. With tags, one’s skills are further refined, and in the case of Delicious, the more thorough a user is at parsing the single most relevant line in a story, the more quickly that user can evolve into a trusted source and establish themselves as someone other users look to for the latest news and innovations.
This following process has enabled a natural selection-like structure of networked intelligence to emerge that is vastly different from the friending process of social networks and the associated social relevancy and importance of users with high friend counts. It is amazing how much one can see and learn by following the social networks and the related web-tools utilized by their peers.”
Google “mediaeater” and see what comes up.
Marketing With Social Media
Marketing trends are constantly changing, and a good marketer has the ability to adapt to those changes while anticipating what their potential consumers want. As users of this site, you would want to be up on the latest techniques to increase your own marketing skills while surfacing your music to the listening public. This article from Scott Monty via the Wall Street Journal contains a list of blogs and sites that speaks specifically to honing those skills for the on-line world.
AOL Acquires Global Social Network Bebo
This link makes the cut because it shows the ever-increasing amount of attention focused on the social space. AOL paid $850 million bucks for Bebo! Now, as an internet property, AOL has nowhere near the influence it did in the early 90’s, but even so, their network is still pretty large and integrating Bebo into their fold will bring new eyes to their pages, and vice versa.
Getting in on the ground floor of a successful start-up like Bebo is mostly a crapshoot because you never know which ones will flounder and which will prosper; but it’s an example of how innovation within a proven space (Bebo takes chances on dynamic partnerships within the “social networking” realm) can lead to success. It’s a perfect example of creation and implementation.
Video Road Hogs Stir Fear of Internet Traffic Jam
The New York Times ran this article a few days ago. While it doesn’t necessarily deal with social networking, it does speak to the machine behind it – bandwidth. As the presence of video and other innovations in web-based communication move forward, the amount of space it takes up on the networks and in storage houses across the U.S. will increase. Understanding the guts (so to speak) behind the sites you’re using to market your music and communicate with fans gives you a leg up on the competition. Why? From author Steve Lohr:
“In the Internet era, they say, high-speed networks are increasingly the economic and scientific petri dishes of innovation, spawning new businesses, markets and jobs. If American investment lags behind, they warn, the nation risks losing competitiveness to countries that are making the move to higher-speed Internet access a priority.”
Understanding the machine gives you a better idea as to what the web is capable of and where the next series of innovation might be happening. You don’t have to be a programmer to see the utility in that knowledge – time saved is money in the bank.

Everywhere And Nowhere – The Economist
I saved the best for last. The Economist published this piece last week, and in it, they take a look at the economics (duh) behind social networks. Surprisingly, for all the big-money corporations willing to shell out billions to own a MySpace or Facebook, there’s really no money to be made with a social network! At least not yet. Sure, you can advertise on them, but what about all the precious user data that only network administrators are privy to seeing? That would be digital GOLD to companies wanting to market their products to you more accurately. In the end though, the Economist suggests that social networks will never actually be the cash cows these buying executives assume them to be. Read:
…”It is entirely conceivable that social networking, like web-mail, will never make oodles of money. That, however, in no way detracts from its enormous utility. Social networking has made explicit the connections between people, so that a thriving ecosystem of small programs can exploit this “social graph” to enable friends to interact via games, greetings, video clips and so on.”
Why does this matter to your music? Because eventually, as global as these social networks are, and as integrated as The Economist presumes they will become, localization will still take place. And by making yourself a big fish in a little pond, migration to bigger ponds can occur naturally. From no one in particular to paparazzi lawsuits. Maximizing utility for the purpose of achieving a goal. So pick a site (Loud.com, * ahem *), hustle your ass off, and watch good things happen for you.
The bottom-line here is let the world know about your music in any way you can. Be overwhelmed by these networks, but don’t drive yourself crazy. Figure out the social space and use it to the best of your ability.
But please… when you DO get on… be sure you’re not an anti-social loser. Blaow.