Ben Neill Blog

I’m doing a demo of Ableton Live at B and H Photo in Manhattan on November 20.  The event is sponsored by Ableton and Apple.  Bill Jones will join me in demonstrating the new mutantrumpet/interactive computer system.

Yesterday I had the great opportunity to hear Seth Godin give a talk at Ramapo College, where I teach music production and industry.  Godin is one of the most important voices in the new landscape of online marketing, he has written many books and has a huge following of people in various industries.  His presentation was provocative, witty, direct and extremely insightful.  Although he was brought to Ramapo by the library, he also spoke directly to music industry issues several times in the talk.

Tribes, his new book, is all about how marketing essentially is becoming the leader of a tribe. Marketing Management=Tribal Leadership.  Basically everyone wants to belong to something today, and that is more and more possible through the plethora of online communities and social networking sites.  However, someone needs to lead these communities, and Godin’s point is that contemporary marketing is just that, not the old style advertising that interrupts people with the hope of getting their attention. (more…)