I had a really insightful conversation today with the director of product development at Universal Music Group. We talked for over an hour about the current state of the music industry, especially around the use of USB drives in live concert recordings and the release of USB-based music albums. Here's what I took away from our discussion.
What’s the real value of attention? A lot of people still try to compare the cost of USB drives to CDs. But let’s be real — USBs will never be as cheap as CDs. Flash memory is more expensive, and there are additional components involved. Plus, USBs are reusable, which adds long-term value. If you don’t care about that extra functionality, stick with CDs. If your budget is tight, go with CDs. If you want to stay safe and boring, CDs are still the way to go.
On the flip side, the music industry has grown tired of the same old tactics. You know, the guy handing out CD demos at the corner or at shows. In today’s world, everything is competing for our attention, and anything that’s not new or different just gets ignored. That’s where USB drives shine — they’re attention-grabbing, modern, and memorable.
I’ve worked with a lot of artists who use USB drives effectively. One example is Chester Wilson and Thr3efourteen from Mega Beat International. They attend conferences and networking events, building up their contacts. The first time I met Chester was at a dental convention in Chicago — yes, he’s also a dentist. At the time, he didn’t even know what pre-loading meant (if you’re not sure, check it out here). Now, he carries USB drives to every event he goes to, and he even recommends me to everyone he meets. Because of this, he now collaborates with big names like Rick Ross and Trick Daddy, and he’s about to create a soundtrack for a movie. Don’t get me wrong — Chester and Thr3efourteen are talented, but talent alone isn’t always enough. You need to stand out.
We also talked about live concert recordings. At first glance, it sounds like a cool idea, but it’s actually quite complicated. There are so many parties involved: the artist, the manager, the label, the venue, and the rights holders. Getting all of them on the same page — let alone agreeing to give up commissionable rights — is no small task.
In the end, the USB music concept works best when it’s used in the right context. I’ve said this before, but it’s worth repeating: the music isn’t the main product — the artist is. USB drives and other specialty items help reinforce an artist’s brand and identity. They become keepsakes of the experience fans have. That’s where the real value lies. For some, this is a completely new way of thinking about their business. For others, like Radiohead, Mars Volta, and Lamb of God, it’s a smart strategy to build and maintain brand equity. Either way, it all comes down to the right context and execution.
Photo Credit: Kyle Baker
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