“It’s what I call the old-comfortable-shoe phenomenon,” says Jonathan McHugh, a music supervisor, director and founding member of the Guild of Music Supervisors. “You give people something familiar, like Destiny Child’s ‘Say My Name’ in the new ‘Candyman,’ and all of a sudden they’re more engaged in the content and predisposed to enjoy what they’re watching because they love the song.” Says Brian Monaco, president and global chief marketing officer at Sony Music Publishing: “It’s called ‘trailerizing’ a song. That means changing every aspect of the song but leaving the lyrics. People know the lyrics. The goal is to catch people’s attention. Maybe they’re not paying as much attention to the trailer, and they start to hear the chorus of the song, and they go, ‘Wait, I know this song.’ They start paying attention, and now they’re watching the trailer.” At Sony and in his four-times-a-year writing camps, Monaco has teams of writers working on reimagined versions of legendary artists’ catalogs. He has entirely reworked ELO’s discography, has redone a large portion of the Beatles’ songs and now is tackling Paul Simon’s newly acquired hefty songbook.

A look into the hoaxes and dubious genesis tales of cult musicians. --- However, would the music of Jungle really, truly have taken off in the way it did if it was presented honestly by the creators from the off? Would two white guys from a failed indie band who went to a £20,000 a year private school, knocking out generic laptop music, have been the buzz band of the year? […] The underlying question around all of this remains, of course: why? Pretending to be a retired Serbian factory worker is of course not the same as racial or cultural appropriation but they are linked and the answer is somewhat axiomatic in the fact that articles like this are being written. More pieces have been written about this kind of music because of both its backstory and its likely fakery than ever would have been written if some Scottish band started knocking out some retro 1970s German music. The real answer to this approach arguably comes when McFadyen is asked about the ongoing success of his project, as volumes continue to sell. “It’s been very satisfying to see the music spread naturally through word of mouth. Thankfully, as the advertising budget has been, and remains, zero.”

Reaching the unreachables is what RBMA is all about. It’s worrying. Especially when you consider what’s in the stuff.

All of which to say that Springsteen is very canny about his legacy. He’s smart and he should be. And he’s done a lot of good and made a ton of incredible music and inspired and even changed the lives of many people, including mine. But you have to remember to keep those two contradictory ideas about him in mind at the same time.

On one basic level, what happened in 1969 with Wonder—and what happens every day with mp3 leaks—illuminates a very basic economic fact: Official markets will always lead to unsanctioned ones that feed off of the legit products—and often operate much more efficiently. Consumer desire has never automatically limited itself to strictly legal operations, particularly when fans can convince themselves (often rightly) that they’re doing no harm to the artists.

An unsigned band's success story. Via TopSpin forum.

This success story is almost entirely the result of efforts by my friend Mike Pooley, who works at Mountain Apple Company and is about to go free-lance to offer his digital marketing services to the world! “These efforts are a great example of how an artist can capitalize on viral buzz. By linking to their free-download offer from the YouTube video, Mountain Apple Company harnessed the video’s exposure to increase their fan base. Their store is beautiful & well-designed, and their marketing efforts drove direct-to-fan sales around the globe.”

‘Ian Roger’s presentation from New Music Seminar Los Angeles, February 2011.’ A great overview of how bands have used Topsin and online marketing to great success. Some good takeaways here: a) Don't sell anything until you have a few thousand people on your mailing list, b) Until that point, focus most of all on getting known, c) Do something small every week and something big every month, d) Communicate honestly and treat your fans well.

"Commercial concerns are both implicit and invisible in the consumption of content."