Very refreshing and humane thoughts here, john.
Your last paragraph is especially wise and it's why simple free exchange
does the very best job of all in finding new music one can relate to, free
of ANY tags, ploys, or after taste that tend to make one stop searching for
the fun of it.
DJ
Negativland
>Companies like Gracenote are developing browsers and processes that connect
>fans with band info and merchandising opportunities. Something like that
>will be a lot more attractive to music fans than spam or unsolicited
>messages, I think. Most fans want to connect further, but most don't want
>the process to be jarring. When my band got back from touring Japan last
>summer, the first email we got from a fan asking to sign up for our mailing
>list was met with several responses by band members, all posing questions
>about what she would like from our email list. It freaked the poor fan out,
>and that was the last we heard from her. We're an amateurish example, but I
>think that Internet users relish a certain degree of anonymity, and an
>intrusive approach will be less effective than one that lets them reach out,
>while providing the tools to do so, and the content or merchandise to grab
>when they reach.
>
>I admit I've IM'ed people that I've seen trading my music, mostly just to
>say hi and see who they were. Only friendly, positive responses so far. I
>wasn't pushing product on them, but I was able to tell them about upcoming
>shows. I don't think this experience is very scalable, though.
>
>My favorite thing about Napster is the ability to find a user who likes a
>group I do, and then see what else they've got. This works a lot better for
>me as a consumer then something like Amazon's guesses what I'd like based on
>what I have already. The leaps in taste that humans make are more
>interesting; I don't want to be pinpoint targeted, I want to expand my
>horizons.
>
>-John
>
>-----Original Message-----
>From: owner-phoATonehouse.com [mailto:owner-phoATonehouse.com]On Behalf Of
>Kfreundlich
>Sent: Sunday, February 18, 2001 9:13 PM
>To: Giovanna Imbesi; phoATonehouse.com
>Subject: pho: RE: re: Aimee Mann: Right to IM Ads?
>
>Is it really a bad thing for Aimee Mann or others to use the medium to get
>more fans? The problem with the undiscovered artist breaking through the
>clutter is manifest. Perhaps if people who listen to certain groups are
>profiled (by a smart system designed by musicians) and given suggestions, an
>act can break through. It would be a shame to cut off "premium subscribers"
>from this out flow. But I see your point.
>
>I'd love to hear what everybody else thinks.
>
>-----Original Message-----
>From: owner-phoATonehouse.com [mailto:owner-phoATonehouse.com]On Behalf Of
>Giovanna Imbesi
>Sent: Sunday, February 18, 2001 8:27 PM
>To: phoATonehouse.com
>Subject: pho: re: Aimee Mann: Right to IM Ads?
>
>
>This may be what ultimately drives tiered subscription rates - guaranteed
>ad-free music.
>
><<Since late January, marketers promoting singer Aimee Mann have sent
>instant messages through Napster to users who had a number of the singer's
>tunes on their hard drives. Mann's manager, Michael Hausman, says the note
>promoting Mann's Web site at www.aimeemann.com has increased traffic to the
>site and garnered 2,500 new addresses for Mann's e-mail list to fans.
>
>Hausman says there hasn't been much negative feedback. "I feel that it's OK
>for us to do this because these people have downloaded Aimee's music without
>her permission," he said. "We felt we had the right to send a message saying
>if you want an official connection with Aimee Mann, here's how you get
>it.">>
>
><<A.D.D. finds users who have shown an interest in particular bands on
>Napster and other peer-to-peer services and uses live representatives to
>give a promotional pitch to users. >>
>
>http://www.zdnet.com/intweek/stories/news/0,4164,2687091,00.html
>
>Get Ready For IM-Based Ads
>By Mindy Charski, Interactive Week
>February 18, 2001 7:47 PM PT
>
>L90, an interactive marketing and technology company, is offering one more
>solution to its clients: the ability to send promotions through instant
>messages.
>
>The company is partnering with Aimster, a service that piggybacks on the
>messengers of America Online, ICQ, MSN, Napster and Yahoo! and allows users
>to chat and swap files. Marketers will have access only to users of AIM,
>AOL's client, and Napster, however.
>
>Aimster boasts 2.5 million users only 14 weeks after launching its beta
>test. L90 Chief Executive and President John Bohan said Aimster's rapid
>growth "gives it the potential to be one of the top direct marketing,
>revenue-generating vehicles on the Web." Ads will begin running on Aimster
>later this week.
>
>Promotions are served only to users who "opt-in" to receive them. Aimster
>CEO Johnny Deep says users will be asked whether they wish to accept a
>message from the advertiser; those who block the message will not see the
>promotion.
>
>L90 will target ads based on patterns in specific files that "buddies" share
>or download, like a genre of music.
>
>With banner ads garnering .3 percent to .4 percent clickthrough rates, many
>advertisers are looking for a more effective way to reach online consumers.
>Many instant messengers feature small ads but for the most part the quick -
>and personal - nature of IM hasn't lent itself to advertising.
>
>Unlike most instant messaging clients that only enable text and small icons,
>Aimster lets users open a Web browser that can display graphics and video
>clips through a media player.
>
>Aimster has participated in at least one IM promotion by itself. EMI Group's
>Capitol Records used the service to notify users about a new album from the
>band Radiohead for two days in September. Deep says 37,000 AOL users signed
>up for Radiohead's fan club during the promotion.
>
>There have been other similar promotions. Since late January, marketers
>promoting singer Aimee Mann have sent instant messages through Napster to
>users who had a number of the singer's tunes on their hard drives. Mann's
>manager, Michael Hausman, says the note promoting Mann's Web site at
>www.aimeemann.com has increased traffic to the site and garnered 2,500 new
>addresses for Mann's e-mail list to fans.
>
>Hausman says there hasn't been much negative feedback. "I feel that it's OK
>for us to do this because these people have downloaded Aimee's music without
>her permission," he said. "We felt we had the right to send a message saying
>if you want an official connection with Aimee Mann, here's how you get it."
>
>BigChampagne, the marketing company behind Mann's campaign, launched a
>similar one for Glen Phillips, a singer in the defunct band Toad the Wet
>Sprocket. Over 4,000 copies of Phillips' upcoming solo album have been sold
>through the promotion that began in November.
>
>His Web site, www.glenphillips.com has received 18,000 hits and 13,000
>people have signed up for his mailing list.
>
>A.D.D. Marketing is another company using instant messaging to reach
>consumers, but its method is so controversial that Matt Wechsler, who heads
>online marketing, can't release the names of its clients. A.D.D. finds users
>who have shown an interest in particular bands on Napster and other
>peer-to-peer services and uses live representatives to give a promotional
>pitch to users.
>
>"We're targeting people who've expressed an interest in what we're
>marketing," Wechsler said. "I think it's going to become more popular but
>I'm hoping people don't abuse it and use it for non-direct purposes. I think
>if used correctly it's a valuable marketing strategy."
>
>
>
>Giovanna Imbesi
>TuttoMedia
>http://www.tuttomedia.com
>gioATtuttomedia.com
>310-399-2800 voice
>310-399-6520 fax
>
>
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