This document discusses starting a band in the current musical landscape. It provides an overview of how the music industry has changed over time, from the dominance of major record labels to new technologies like Napster and streaming services. The document also discusses DIY approaches for bands today, noting that success is no longer measured by mass popularity alone and that finding a niche and creating a story are important aspects of starting a band now. Bands are advised to focus on their vision and business model rather than chasing money or free streaming.

1. WdKA: I AM A BAND
notions of the current musical landscape by theo ploeg

2. who am i? @theoploeg, theo@buroneue.net

3. kiss: marvel comic heroes come to life

4. my record collection

5. electric shock therapy, the band (1985 - 1989)

6. starting a band now

7. taylor swift: fuck spotify

8. LET’S START A BAND
so…

9. well, that’s easy. isn’t it?

10. marshall mcluhan (1911-1980)

11. mcluhan's main thought #1: media are extensions of some human faculty

12. mcluhan’s main thought #2: the medium is the message

13. mcluhan’s main thought #3: walking backwards 1in3to the future

14. in Playboy (1969)
‘The computer thus holds out the
promise of a technologically
engendered state of universal
understanding and unity, a state
of absorption in the logos that
could knit mankind into one
family and create a perpetuity of
collective harmony and peace.’
the impact of electric media

15. • the global village is replacing hierarchal
organization by a worldwide network
• comeback of experience, feeling and
involvement replacing objectification,
rationalization and distance
• individualism merges into a more
community based why of thinking and acting
• being instead of becoming
WTF does mcluhan mean?! - effects and affects of electric media

16. mcluhan’s advice: don’t drown in the media mahlström

17. WHAT’S GOING ON IN
POP MUSIC?
let’s take mcluhan’s advice and observe what is really going on

18. before wo2: slaves and blues - music as social cohesion

19. robert johnson as the first modern troubadour

20. after wo2: beat generation, youth culture and independence

21. rock’n’roll and the rise of youth culture

22. sun studio, memphis tennessee

23. new idols and the concept of copyrights

24. one market, one taste

25. 70s: pop music as mainstream consumption

26. the who - my generation at woodstock

27. 70s: the sky was de limit

28. as it was for the record industry: the big record

29. • michael jackson - thriller (’82/42,3 m)
• shania twain - come on over (’97/29,8 m)
• led zeppelin - led zeppelin IV (’71/29 m)
• fleetwood mac - rumours (’77/26,8 m)
• ac/dc - back in black (’80/25,9 m)
• pink floyd - dark side of the moon (’73/22,7 m)
• eagles - hotel california (’76/21,5 m)
• meat loaf - bat out of hell (’77/20, 5 m)
• pink floyd - the wall (’79/18,1 m)
best selling albums ever
thanks the OOR archive

30. press
record company
distribution
artist
or
band
production
the classic music industry model
&
copyrights
management

31. music business

32. slightly different image

33. 2005 versus 2011: the big four and their marketshare

34. yeah, sure ;- )

35. and then there was peer to peer network napster (1999-2011)

36. back to the data

37. vinyl sucks, here is the cd

38. indie is the new mainstream

39. and then 9/11 happened

40. SO WHAT’S THE
SITUATION NOW?
post 9/11

41. simon reynolds - retromania (2012)

42. everything is always there (‘history is bunk’)

43. a festival a day. from mainstream…

44. to niche…

45. authentic, local and traditional stuff is hot

46. cassette tape and other physical media are back

47. also the dead album format

48. but streaming is also doing very well

49. and is can be quite lucrative

50. diy in the netherlands

51. tools for artists and bands

52. pop journalism is thriving

53. press
record company
distribution
artist
or
band
production
the classic music industry model
&
copyrights
management

54. new and old
media to
communicate
with your fans
productional
equipment and
tools
(software &
hardware)
pop magazines
and blogs
ways to distribute
your music
artist
or
band
musical formats
record companies
in all sizes
possibilities to diy are bigger than ever

55. WHAT TO DO?
so, the main question is…

56. decide what you really want to do, then think about your business
by using for example osterwalder’s business model canvas

57. the sellaband example

58. so, the main question is… what do you really want?

59. then find your niche

60. the money question should be your last

61. remember: success isn’t measured by masses anymore

62. your band model only works with your band, and that’s fine

63. branding a tech company

64. subscription model works fine with bunker

65. no streaming, no music for free

66. don’t lie, stay close to who you are

67. the essence of starting a band: create a story

68. good luck!