Noted business author talks music industry: copy protection, social music, RIAA

Noted business writer Seth Godin has set his sights on the music industry. Godin is a veteran business writer and VP at Yahoo! and his lessons seem particularly important to those looking for a future in the struggling music industry.

Among his insights are his criticisms of copy–protection methods which are increasingly being abandoned by consumers. He notes:

There's a paradox in the music business that is mirrored in many industries: you want ubiquity, not obscurity, yet digital distribution devalues your core product. Most items of value derive that value from scarcity. Digital changes that, and you can derive value from ubiquity now. The solution isn't to somehow try to become obscure, to get your song off the (digital) radio. The solution is to change your business.

I shouldn't have to say this, but here goes: suing people is like going to war. If you're going to go to war with tens of thousands of your customers every year, don't be surprised if they start treating you like the enemy.

And his most interesting insight is his view of how musicians can have a career without massive sales and huge marketing campaigns:

Today, of course, permission is an asset to be earned. The ability (not the right, but the privilege) of delivering anticipated, personal and relevant messages to people who want to get them. For ten years, the music business has been steadfastly avoiding this opportunity.
It's interesting though, because many musicians have NOT been avoiding it. Many musicians have understood that all they need to make a (very good) living is to have 10,000 fans. 10,000 people who look forward to the next record, who are willing to trek out to the next concert. Add 7 fans a day and you're done in 5 years. Set for life. A life making music for your fans, not finding fans for your music....

You can check out the entire article here.