Will.i.am knows how to work the music industry. A recent article in Rolling Stone magazine highlights his “global campaign to build the word’s most ubiquitous music brand”. The Rolling Stone article explains that Will.i.am does not have a narrow view on how the Black Eyed Peas should make,market or use the music they create although this is an age of cross-media promotion. In the article, Will.i.am. explains that his goal is to attract the broadest audience possible; to Will.i.am songs are “multi-use applications”. His plan is working, you can’t get away from any members of the Peas. From television commercials to solo act (Fergie) and political music videos, “Yes We Can”, a member of the Peas is there. He has even created his own social media platform, Dipdive a “Lifestyle Engine centered on things that move you”.
I think the most interesting thing about Will.i.am is the way he perceives albums, “The only reason I see to make an album is to occupy an hour with a mood” he stated in Rolling Stone. The Black Eyed Peas latest album, The E.N.D., definitely embodies this mentality.
Rolling Stone highlights his blending of art and commerce, which I think is unique and just what the music industry needs. Think back to the last time you went into a store to buy an album, or better yet, when was the last time you bought an album in full, or even, when was the last time you bought an album? The music industry’s business foundation has been torn from beneath them and people like Will.i.am. are exactly the type of people the industry needs to get it back on its feet. Online music videos, free downloads from a band’s web page, everyone is doing it. These are techniques bands with and without a label utilize to gain fans. However, it is difficult for the general public to sift through the millions upon millions of wanna-be bands to find one that meets their standard. That is why record labels are still an important part of the music industry and why revolutionaries, like Will.i.am, will reshape the business model, bringing the music industry back on its feet.
As Will.i.am acknowledges,
“Every time music was put out on circles, it was successful… When records came out, you had 45s,then 33s,then 12-inches -all… circles. As soon as tape decks came out and there were 8-tracks-square. Didn’t work. CD came out – through the roof. The iPods and laptops put music on rectangles – doesn’t work, can’t monetize it. You have to figure out how to make art work in squares.”- <small>Rolling Stone</small>
Perhaps he will start making his own line of circular laptops after all, Will.i.am can do anything.
Do you think Will.i.am is right about the music industry, what would you do if you were industry execs? Sound off below.
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