Photo by Stéphan Valentin on Unsplash

What is Organic Music Marketing and Distribution?

John Cole
John Cole
Oct 29 · 3 min read

AI (artificial intelligence) is on many investors' tongues these days … magic for most. Simply stated, AI is a way to filter information, defined by programmers for all sorts of situations; from airport control to self-driving cars. AI is the beast behind Spotify and Pandora, where success in AI’s implementation has found a home sorting through unlimited amounts of uploaded music. Those little icons represent an AI programmed focus. They listen to our favorites, making suggestions. Very cool. Very … where is my emerging creativity? Can I get paid?

AI, a fancy marketing word for another big word, algorithm, and has been used since the ’80s. Back then the term was ML or machine learning. Re-packaging computer functions is common. Some follow improvements. Some for marketing purposes.

AI’s role to distribute income, is guided by very old principles. When it comes to music, paid publicity rules. AI responds to clicks, to popularity. Until the question, “How can emerging musicians build a stable income without shoveling out lots money?” is answered, musicians will continue to pay, hoping their dollars will account for something. AI will gladly, without question, provide for today’s marketing and distribution models, leaving behind a lot of wonderful talent.

Organic Music Marketing (OM)

What is organic marketing? OM happens every time we perform live. CDs sold off little stands in front of the stage, or inside booths, or download cards distributed. Shaking hands. Different approaches to OM continue with varying degrees of success.

This, in business language, is “Point to Point” sales, and is very effective live. On the internet, point to point, or B2C (Business to Customer), is a very different problem.

For years, marketers developed strategies designed to reach out within the legacy social models, Facebook, Twitter, Pinterest, etc. The growing problem of social spaces becoming fuller is a powerful advantage for those who control the megalopolises. The powers that be are now limiting reach, with AI running interference, putting advertising first. Especially, as Congress begins to crack down on open-ended memberships where personal information continues to be harvested for some nefarious Cambridge Analytica type promotions. These companies may become more dependent on ads.

Sadly, OM is limited to our ability to perform live. Can the internet change this reality? If the internet provides so much promise, how can we use it to react with the listeners that is truly fair? Connections where AI doesn’t interference. Where the human ear takes precedence with self-determination.

How do we filter so much music and distribute to the right listeners, helping artists build a stable income?

The pathway is local social connections within favorite interests. Effective connections start in hometowns and will spread from hometown to hometown via personal connections. The closeness of connection will grow as platforms continue to mobilize. All that is needed is an inspiring internet window, including financial backing, to each and every fan out there.

All music starts in the hometowns. Fans begin where musicians first perform. With patience, and the ability to grow a fan base starting at home will open the door well beyond our own hometowns. A doorway for both musicians and fans, where both can profit financially, and informatively.

Published music brought home is personal … it’s organic.

John Cole, founder/lead developer

Working hard bringing music publishing back from the brink by paying neighbor representatives a share of member published music.

Data Driven Investor

from confusion to clarity, not insanity

John Cole

Written by

John Cole

Exploring possibilities furthering opportunities for musicians everywhere. Founder/Lead Developer

Data Driven Investor

from confusion to clarity, not insanity

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