The last part of the first decade of the 21st century was interesting. Things were changing by the minute in music and media. Old school media began to crumble in the wake of technology exploding our reality. Social media was on a meteoric rise and the indie movement caused such a mean spirited dust up, only time will tell the true outcome of that tune.
In 2008, I knew the traditional role of publicist was on its way out. Internet marketing was the buzz, and I was heading into my 25th year of being old school in every way. At the urging of a client, I went to a meeting at a company who touted their expertise in online marketing. It was the biggest bunch of BS I’d heard in a long time. How can you be an expert in something that has just begun and no one could be sure where it was going?
We left the meeting and I told the client what I thought, but agreed to look into figuring out how the whole thing worked. I spent days researching, reading, trying to find the buried secret code. The longer I looked, the more I dug my heels in.
Nothing could happen in cyberspace that wasn’t manifest in the real world. I called Internet marketers Space Cowboys, and insisted we needed Boots On the Ground to create something unique enough to talk about in this new universe.
MySpace.com was all but a ghetto. Talk of the longtail this, leverage that, tribes, 1,000 True Fans. FaceBook was up and running and this silly little blue bird called Twitter was emerging on the scene.
By 2009, I was still just as skeptical, but dipping my toes into the Internet’s eternal ink looking for a footprint. In 2009 I joined Twitter, and had a Facebook account – though it just seemed ridiculous to watch all these people talk about what they had for breakfast. There was “work” to do, and nobody had ever asked me what I eat for breakfast before. Why was it important?
But pornography? Altogether a different story. It would pop up on social media sites, Twitter in particular, with no notice whatsoever, and worse, no way to stop it. Social media and marketing gurus were everywhere extolling what they thought we’d swallow, hook, line and sinker.
Building a contact base was important, but that too, turned out to be a false reality 99% of the time.
Trent Reznor of Nine Inch Nails was preaching the idea of giving music away for free every chance he got. A List artists had a platform and influence in the new movement giving their music away, and if you’ve read some of my posts, you know I consider the industry at large to be like sheep. What worked well for one or two had to be good for everyone, right?
This was a very frustrating time to sit back and watch just what in the world was happening. Hard to comprehend then, and as I look back, I wonder what might have happened had I just stood my ground, combat boots firmly planted.
Veni, vidi, vici, vel non. I came. I saw. But no one was conquering a thing.