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Is the Long Tail simply getting ripped to shreds at this point? If the latest stats from Pandora are a guide, well-filtered, more accessible programming is the better formula for success.
That was reinforced at the New Music Seminar this week, where CEO Joe Kennedy flexed some serious numbers. That includes a registered user base that now surpasses 60 million, thanks to an aggressive platform spread. "We're just past 60 million in this country," Kennedy told the New York audience. "About 22 million have listened to us over the past few days."
But niche content only gets so much play. Addicted listeners are accustomed to playlists from known bands, and Kennedy pointed to an artist list of 90,000. "Long Tail artists are played if specifically requested by the user," Kennedy continued*.
That means that entries are filtered - and DIY artists often get rejected. Kennedy noted that just 30 percent of DIY artists are accepted into the system by Pandora reviewers. "We encourage the other 70 percent to improve their art," Kennedy stated.
As part of that filtering, Pandora also requires artists to place CDs on Amazon, a requirement that - according to Kennedy - is inexpensive, facilitates ecommerce and metadata, and signals seriousness to the Pandora staff.
*Update: On this, we quoted Joe out of context - he was actually referring to the way users interact with Long Tail artists on MySpace Music. On Pandora, discovery through stations happens more. Here's the complete quote:
Kafka: What explains the gap between [the catalogs of MySpace Music and Pandora] - I would assume the two should have equivalent sized catalogs?
Kennedy: "The difference is we're radio, so those 90,000 artists are playing in the course of stations that consumers create. The artists that are way down the tail on MySpace Music, which is a wonderful service, they're only being played if someone goes and specifically seeks to play that artist, so there really isn't kind of the discovery and the new connection building out there on the Tail that a radio format can bring where someone can enter the name of one band and learn about another band that they haven't come across before and discover that music."
Comments Closed
Ignacio Wednesday, July 21, 2010
Really this is all about programming formula, just like all radio if you look at it. I used to be the pandora junkie, now I'm at Last.FM for stuff that is more niche. It's not about that I don't like Pandora, but I start to hear too much familiar stuff after a while, so I needed more discovery -- not all the time just more mixed in. How else could I impress my hipster friends but with obscure bands from Echo Park?
xiola Thursday, July 22, 2010
you had me til you said amazon signals seriousness. i bought a flaming lips digital only release. are they not a serious band? everything else makes sense. the amazon provision is not about quality or seriousness, in reality it's about metadata. It is a bit disturbing that Pandora doesn't just say that. Artists would understand that. Stop talking to us like we are stupid. Artists do not need to release physical product to indicate their seriousness. they can create digital only releases just as they create vinyl only releases that can't be found at amazon. Joe is one of the best CEOs on the planet, but he is new to music and therefore has little to no institutional memory for the business. He should understand the value of exclusive releases, and how that plays a role in digital-only releases for the future. they use amazon for metadata, and to satisfy licensing issues. NOT for quality control. bottom line. everyone knows that. and if they are using it for quality control, which they are not, they are eliminating a vast array of highly popular music from platinum artists on labels ranging from warner to 4ad all the way to NIN.
CTyankee Thursday, July 22, 2010
@xiola oh please. Pandora has it's own rules for various reasons, and they're not that restrictive. it's not a charity or public service. some restaurants make you dress up to eat there, stupid rule but I can go to joe's pub if I want to wear a ratty t.
CrowfeatheR Thursday, July 22, 2010
...... and CrowfeatheR.
I'm sure they would love my singles at Pandora, but since I don't have anything on sale at amazon and will not for some time, then Pandora can't have me. I do not sell music anywhere and I am dead serious about not selling music right now. I will be selling an EP release of Cover tunes, those are not CrowfeatheR originals however. Terrestrial FM plays my music without me having to sell CD's at Amazon so IMO neither should Pandora. My brother has the service for his blackberry and loves it so I;ve heard good things about Pandora. I would love my singles on Pandora and I'm sure Pandora would love to play them, however for now we shall remain in this standoff until the Amazon thing goes away which wee all agree is silly. Pandora, stop being silly.
www.myspace.com/crowfeatherproject
Ehren Thursday, July 22, 2010
They accept 30% of DIY artists who submit? Why is that the death of the long tail? On commercial radio, 0% of DIY artists are accepted.
CrowfeatheR Thursday, July 22, 2010
Wrong buddy,
As CrowfeatheR I'm a DIY artist and have spins worldwide on commercial FM. I would admit it is rarep; very, very, very, rare, but not 0%. I write, engineer, produce, perform, record and release and then promote everything 100% by myself. No band, no manager, no label, no PR rep. I just work 1000% harder than 99.99% of DIY musicians, have an extremely high level skill set on most rock instrumentation plus 25 years of tinkering experience in recording studios. My work ethic, skill set and experience set me wayyyyyyyyyyyyyyyy above anyone just starting out, but it doesn't mean others can't do it to. Do I like it this way? Fuck no! I would love a team of engineers, producers, pushers, PR reps, interns, mangers, labels and other musicians. I do it this way because I must.
www.myspace.com/crowfeatherproject
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