What Is Music 2.0

Music 2.0 is revolutionizing the entertainment industry in ways that were previously unimaginable. Gone are the days when music was marketed on the basis of scarcity. Such approaches are merely relics, which will die in the face of networking via the personal computer (PC) and telephone.

Music 2.0 presents opportunities for fair play and equity in the industry; enabling independent and established artists to be promoted, played, and judged largely by their personalities rather than the investment of record companies. Independent and emerging artists are, therefore, liberated from the challenges associated with ethnocentrism and payola.

From Scarcity to Abundance

The future of music is in the hands of every single individual who has access to the Internet–a large number of whom are riding the ‘Web 2.0 Express’ (using social networking utilities, blogs, etc.) to share content and interact with friends. This is fertile ground for artists and other content creators to attract fans to their personalities–selling much more than a song, album, book, video, magazine or souvenir; and marketing themselves as articulate and multi-talented individuals with strong interpersonal skills.

The possibilities presented to artists and other stakeholders, by Music 2.0, are phenomenal. Check out the following presentation by Media Futurist, Gerd Leonhard.

‘Music 2.0 artists’ attract attention to themselves and their music by using multiple networking and communications channels, which increase access to their content. They share content with end-users, making it abundant and available for copy and distribution at the click of a button–Bye, bye corporate intermediaries…record companies, distribution outlets, and broadcasting and advertising agencies; Hello low cost, content rich, collaboration-oriented and interactive communication.

First on board the ‘Music 2.0 Express’ in Jamaica are the independent and emerging artists, many of whom are neglected by mainstream media. Now, their beautiful melodies can be found in the public and private spaces of music end-users located all over the world. To captivate a meaningful section of this global audience though, Jamaican artists must build their technical and social skills, which are critical for sustainability and success on the ‘Music 2.0 Express’. This is promotion that payola can’t buy.

ReverbNation.com is a Music 2.0 company that is responding to the changing music business paradigm…providing innovative marketing solutions that musicians need to compete, cooperate, and differentiate in an increasingly noisy online environment. Unlike typical “closed” communities, artists use ReverbNation as their home base for approaching marketing and promotion across the Internet as a whole…

Check out the following clip of a RevebNation Tour.