Derek Sivers, founder of CD Baby, recently met with the guy who makes the decisions on which music gets “featured” on Apple’s iTunes service. He had a telling experience that the “all digital all the time” world isn’t quite a reality yet. In fact, sometimes physical media is the best way to get noticed as Derek wrote:
When visiting Apple iTunes, I had lunch with the guy who’s in charge of independent music editorial - the one who chooses who gets featured placement.
I asked him, “What’s the best way for me to turn you on to something I think you’ll love?”
His answer? “Send me the CD.”
I said, “Uh.. really? What if it’s already on iTunes? Shouldn’t I just send you the link?”
He said, “Yeah. I commute an hour each way to Apple’s office. I do all my real listening in the car, so I need the CD.”
This likely applies in a similar fashion to video as well. While instant digital distribution is available to all of us through outlets like YouTube, Vimeo, Revver, etc., sometimes the best way to sit down and really pay attention to video is to pop in a DVD and watch it on the big screen. And, if a big-time producer gets handed your DVD from someone who they respect, they’re a lot more likely to pay it some attention (now and later) than a link passed to them in an email.
August 9th, 2008 at 9:06 pm
ah, the clash of the old and new guard. this guy works for apple and doesn’t have an ipod? doesn’t have his entire music collection ripped into itunes? hell, doesn’t even have a disc mp3 player in his car? i’ve had one of those for four years.
this may be true now, but won’t be for long.