Why, indeed.
In a world filled with artists pushing the boundaries of what can be considered music and established musicians reinventing themselves as often as a normal man buys new socks, why is vaguely folky geek-rock singer-songwriter with little mainstream coverage Jonathan Coulton the future of music?
Well – let me tell you. It has little to do with songs.
As discussed previously, music is changing. Record labels are no longer culture controlling mega-corps that decide the listening tastes of entire generations. Sure, they are still powerful, but they’re are haemorrhaging money at an epic rate, and the majors, at least, may soon be a memory. Consumption is changing too – with the internet and iPods being the catalyst. Along with that, the whole file-sharing / DRM thing has pretty much screwed up the way music is paid for. In this world, artists must adapt or die. ‘
JoCo’ adapted.
1. No Label
Jonathan Coulton has no label. This allows him full creative control of his music and it means he pays nothing to them. All money generated by Jonathan Coulton’s music goes to him. No obligations, no gods, no masters.
2. Total DIY
Without a record label backing an artist, how do they have the money to record? Well, today, you don’t need an expensive recording studio. In fact , you just need a computer, a microphone and a bit of software. OK, to record really well, maybe you need a bit more. But it’s well within the reach of the average punter – and musician.
3. Identified Audience
These days, you can find just about any kind of music. Something will suit your tastes. Be it Harry Potter based indie rock, or politically aware power electronics, if you can imagine the genre, there will probably be someone filling it with music. So, identifying your audience becomes pretty important. Sure – you can make the same old music as the rest of the mainstream, but you’d have to be the best at it to make a go of things. Instead JoCo has found his audience – they’re geeks, to be honest – and he knows this. His songs reflect this. Songs about the unrequited love of a super-villain, maths problems and zombie office-workers all appeal to the geek mindset – he is their poet laureate.
4. Sidestep File Sharing
From Jonathan Coulton’s site -
“Already Stole It? No problem. If you’d like to donate some cash, you can do so through Amazon or Paypal. Or, for something slightly more fun: purchase a robot, monkey or banana that will be displayed here with your message”
He knows some people are going to get his music off The Pirate Bay or wherever. Instead of hunting them down with rabid layers and ridiculous fines – he politely requests a contribution. Sensible.
5. Engage The Audience
Unlike some other artists, Coulton does not live in an ivory tower, addressing his adoring fanbase only when he sees fit. Instead he has an active blog, forum and twitter – allowing contact with the fans. Building a relationship means it’s more likely he will sell music or have you come to his show. It’s like helping out a friend.
6. Spreading The Word
JoCo releases his music under the Attribution-NonCommercial Creative Commons license. This means anyone can use his music if they don’t intend to use it to make money, and give him credit. This means there is now an active community making videos and mashing up his songs on YouTube. The most viewed video – a fan made video made entirely from World Of Warcraft video has over three million views. That’s how to avoid obscurity.
7. Tour Easily, Tour Often
How do you make money from music when people can get it for free? Tour and sell merch! JoCo, until recently, had a gruelling tour schedule. But he could do it easily as he can play everything he’s recorded on an acoustic guitar. No insanely complex stage set up. Guitar, box of merch, gone.
8. Partner With Media
I first heard of JoCo through Still Alive – the end theme to the game Portal. Portal was hailed as one of the best games ever and its catchy, sad, final song was penned by Coulton. By allying himself with an awesome video game, JoCo reached a mass audience through an unusual method and grew his fanbase through association.
9. Making Music An Event
Write songs, release album, release single, tour. Repeat. That’s the conventional method. Not so for JoCo. He attempted to write and release a new song every week for a year. This made his releases an event – people returned to his website every week and subscribed to his podcast. He gained notoriety for this, accumulated a huge back catalogue and became a better musician for it.
10. Being Really Nice
If you’re a dick and you’re even vaguely famous, the entire world will know about it. And no one wants to buy music from a dick they’ve not really heard of. Luckily Coulton is not a dick. Far from it. I met him once and he was charming, self deprecating and cool. After a gig he spent ages autographing stuff and hanging out with fans. You would feel bad if you didn’t buy a T Shirt from this man. That’s worth thousands in marketing money…
29 Comments
But some dicks make really good music. And lots of really nice guys make hideous or dull music. FLAWED BUSINESS MODEL.
I agree – do you think tesco and nike got where they are by being really nice?
Plus, that beard!
However, this is a good summary of ways to sell some music. Do you think he will ever go mainstream?
Is it just me, or is this the business model that most indy record labels have operated for the past 20 years or so? Self-publishing is nothing new, if you can’t get a deal, form a record company(hey, it even worked for me!), as for engaging the audience-that is exactly what is wrong with pop stars these days-they should be magical, unnaproachable creatures, that way you get far less dicks imagining they can do it too!
It’s not really about JoCo though, to be fair.
From what I can gather from my inside man at a major label – their tactic for dealing with low album sales is flogging merch. Endless merch.
Merch is king even for the unsigned-you make £12 neat profit off a shirt at a gig, compared to about 12 pence for a CD/Download!
FM – he doesn’t need to go mainstream – he’s doing fine as he is…
Also – he’s the future of music – this is how I figure musicians will operate soon. Not everyone can do it yet, bu Mr Coulton is showing the way…
There are others though – probably best not to put it all at the doorstep of this bloke I’ve never heard of…
Yeah, I’m sure there are plenty. Paul & Storm for example. JoCo seems to be the most visable. He’s the poster boy!
Except the only place I have ever seen him is on downtuned…
I think this is the business model Nick of the Tann also employs, and I have heard of him…
DT is commited to bringing you new music that matters first! also, Vones has a crush on ‘JoCo’ as he adorably refers to him..
Sorry, that reads much grumpier than i intended it to.
I meant that is this the way forward to become a multi selling artist?
I appreciate that this is possibly not what JoCo wants, but you know, will it create another Madonna or whoever?
I am not saying this is a bad thing mind you..
amen to this. I was humming code monkey on the train in this morning – the man is a legend, and cannot be killed by conventional means.
FM – It might! But perhaps in the future there will be no more Madonnas…
Somebody bang on Nick of the T’s door – would love to hear what an actual proper musician thinks of this.
Code Monkey is teh ace.
I’m going to follow this model for my forthcoming album Farting And Following Through. I’ll make all my songs available free of charge, I’ll start up a blog and I’ll be really nice to people who talk to me over the internet.
Once I’ve got my fanbase, I’ll go on tour and THEN I’ll get my revenge on these grasping, freeloading BASTARDS by locking the doors and subjecting ‘em to six hours of me shitting diarrhoea at them as they run and run and run around the concert venue screaming. Once they’re spattered with liquid turds, I’ll unleash rabid dogs into the room …
DOGS WITH A THIRST FOR HUMAN FLESH!
AND FOR EXCREMENT!
NC – this supposes hat you can be nice to ppeople that talk to you over the internet. The evidence to date does not make this hopeful…
ARSE!
*kiss*
Well that killed the conversation stone dead! Nappers and his dogs and farts. Tut.
I’m not taking any responsibilty for that, Vones.
It’s all about finding an audience.
If you don’t have any backing it’s an uphill battle.
A look at JCs wikedpedia entry (which I think he wrote himself) shows you that he hasn’t exactly come from nowhere. He had the advantage of being able to place his song in a game, a potential audience of millions.
Moby did the same with being able to place his stuff in adverts.
I think the main obstacle for any independent is that people assume that if you are not affiliated with some form of industry organisation, you’re shit. That simply is not true although thee is a lot of shit, truckloads of it. But that’s not to say that there is a wealth of talent with the majors.
There have been dozens of acts that seam to have appeared out of nowhere and have been later found out to be dirty frauds.
If we’re taking “models” it’s simplez (sorry) and works for anyone selling anything.
A) Clearly identify your product.
B) Identify your audience
C) Find some way of attaching A to B.
I don’t think that the stuff I do is any better or worse than signed bands it’s just that they have an advantage over me and that is the publicity the record companies can generate for them.
I’m part of a campaign that is giving away free downloads of mine and other artists tracks (including The Lemonheads weirdly).
I’m pretty chuffed that I’ve managed to shift just over 400 downloads and I’m a nice guy, aint I?
well..you’re alright I suppose…
Course you are NT! I’d suggest that you should also treat every gig like it’s Wembley, even if it’s a dank Camden attic with an audience of 3, there’s no underestimating the power of a smoke machine and some lasers!
Fortunately I’m not in London anymore.
I’m playing at a pub in Alton, Hampshire tonight. Just a little one, 20 mins or so. I’ll have cds to give away and stuff.
I’ll give the smoke machine some thought though
Actually Interceptor you have given me a good idea. I’m going to rock up there in my fanciest toggs. Jacket & shirt and my poncey Italian shoes!
Good for you NT-look like a pop star and people will believe it!
I did. Got rid of 13 cds….
Hope you left the smoke machine at home though. It is not so good for the asthmatics in your audience.
Ahhh, that would explain the dead blue bodies at the end then…..
Perfect! Good work NT-you are now officially the most dangerous band in the world!
*gets on phone to NME…*
At least it’s not “Lawyers 4u”