Wednesday, 10 October 2012

Open-access article on Nine Inch Nails and how to make the most of the Internet to serve your fans

Turns out the Internet isn't necessary the enemy after all.

If you hop on over to the open-access Journal 'Empirical Musicology Review' you will be able to read an article titled 'Artist autonomy in a digital era: The case of Nine Inch Nails'. It goes into some depth on the recent marketing and distribution methods employed, critiquing Mike Masnick's (2009) business model of 'reason to buy' plus 'connect with fans' as accounting for the success enjoyed by Nine Inch Nails. Oh, and it was written by me.

An accessible read, it also has some take-home messages for new bands and how they can best achieve success in an increasingly segmented marketplace, with content on how different strategies work better for bands depending on their 'stage in the game'.

A PDF version of the article can be downloaded here.

If you haven't already seen it, watch Masnick's (2009) inspirational presentation linked above. The article won't make much sense if you haven't seen it.

Twitter feed online @musicpiracyblog with occasional Tweetage on all things music piracy


Brown, S.C. (2011). Artist autonomy in a digital era: The case of Nine Inch Nails. Empirical Musicology Review, 6(4), 198-213.

Masnick, M. (2009). How Trent Reznor and Nine Inch Nails Represent the Future of the Music Business.
Presentation given at 2009 Midem and Midemnet, Cannes, France.

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