Author Archives: Eric Beall

If you were at SXSW this year, then you’ve probably already noticed that the power structure has shifted drastically at gatherings like this– with the advertising, media and branding companies moving to the forefront, and the old-time record execs left standing outside the Fader Fort trying to schmooze their way in. This is because music is now far more valuable as a means of attracting a specific demographic and defining a brand to that demographic than it is as a stand-alone product. A hot indie band may not sell much actual music, but it can be extremely effective at drawing a very specific audience to a brand, or making that brand a little cooler and edgier than it is. Even when they own a record label, companies like Mountain Dew or Converse are not in the music business. They’re in the marketing and branding business. They simply use music to do their marketing and to define their brand. But if that’s the role music plays, then musicians, songwriters, and A&R people are going to have to be able to think and communicate clearly and analytically about their act’s audience, the audience’s buying power, and the qualities or values that the act conveys. Continue reading →