There is an article over at CNET called “Music industry bows to point-and-shoot cameras”. And the gist of it is this: The smart people in the industry are finally figuring out that this is something they can’t control anymore. And the value in that control was pretty minimal anyway and in some cases it created a negative, anti-fan experience. So you may as well let people do what they’re gonna do and try to leverage it.
The fact is, digital cameras of all types have become a part of virtually every area of our lives. The cameras and the ability to easily and immediately share the pictures is how we tell stories now. Think Facebook. And the evolution isn’t over. Technology will make it easier and easier to share better and better content (think CD as opposed to mix tape). As the content gets better and more ubiquitous, let’s hope that the industry doesn’t go down the path of “quality of content” again like it did with CDs versus tapes. It’s time to grow a pair and act like you believe that no video or photo, no matter how good, is going to replace swaying to your favorite songs with 15,000 like-minded people watching the band you love.
Smart artists and managers are incorporating the trend into their shows and their post-show experience online. They actually want you to share those photos because they realize that camera phone and point & shoot photos are catalysts for how we now talk about the music we love and the nights we spend listening to it. It’s the difference between an amazing meal review and seeing the menu. It helps dimensionalize the music and the artist to fans and potential fans through a fan’s eyes.
Ultimately, it comes down to this. You can try to maintain the illusion of control or you can roll with it. Pioneer the trend. Help your fans find cool new ways to enjoy and share what you do. Because, if you’re really successful, ultimately, the fans claim your music as their own soundtrack. They think those songs are theirs as much as they are yours. And you can’t buy that.
First, I should say I think you are spot on with this. I’m glad to see the industry may be waking up (slowly) to the realities of the technology. Some folks here in Knoxville were observing the silliness of Bonnie Raitt’s “no camera” policy for fans– with cameras being confiscated at the door while folks were able to keep their Dick Tracy-inspired camera/video/phone/Twitter machines. (OMG! Bonnie’s singing Something to Talk About! I’m uploading the video 2 Flickr now. Security took my friends Kodak. So sad 4 him.)
The industry (and I realize I’m painting with a broad brush) needs to seriously look at how it can use the emerging technologies to re-connect with their audience rather than using the technology as an excuse to punish, threaten, and sue their last paying customers.
It strikes me that the opportunities for growth by building viable online communities (whether through existing sites or in stand-alone set-ups) to create a loyal and devote audience is worth letting fans snap a few souvenirs to share with friends and family on Flickr. It’s not like like we’re all going to run out and buy classified ad space in the back of Rolling Stone to start selling concert photos to gullible teenagers. Even the smart gullible teenagers of the 21st century know they can get those photos for free online.
I hope the camera policy is the first step for the music business to start repairing its relationship with its consumers.
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