Wednesday, July 18, 2007

Not sure what killed it, but the radio star is dead

No one listens to the radio anymore. There are just too many other options available, and radio simply cannot compete.

It is long past time for the music industry to get the point, but perhaps the music industry itself is the problem. One of the benefits of modern technology is that the large-scale production capabilities of a big studio are not necessary. Garage bands can produce great quality, mixed music with a home computer and limited specialized setup equipment. And manufacturing CDs is cost effective for a home studio as well.

So the only thing lacking in the equation is the marketing and distribution.

And that is precisely where the innovation opportunities exist. Smart companies like Electronic Arts are tapping into this potential. They are bypassing the music labels and signing and promoting limited numbers of bands with breakout possibility. The medium for exposure? Video games.

Kids play video games. Video games need music. By linking the two and creating the potential to sell exclusive music through this innovative medium, Electronic Arts is tapping into a feature of our Forward. Fast.® tool. By linking the music with a popular game, they are creating a positive association. Kids like the game. Kids want the music from the game.

So maybe video games killed the radio star…

The first EA game to offer such information was "Madden NFL 2003," which featured new music by Bon Jovi, Good Charlotte and newcomers OK Go, whose single "Get Over It" owes much of its success to the popular football game.

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