So - we’ve got an album that no-one knows exists, we have no access to or influence with industry gatekeepers, we have no budget to significantly impact awareness and our plan for circumventing the music business failed because it required too much work from people we had no relationship with.
Nice problem huh!?
Re-Focus On The Market
So we stopped thinking like a record label, like a business, and for the first time started to think as altruistically as possible from the perspective of the people who are actually grieving. What is it they need, and how can we help them get it?
I’m oversimplifying here but, the thing that most helps people dealing with grief is connection.
They may not know it and the way they connect may be unique and different from yours, but the underlying behavior that helps to alleviate grief is some type of connection with other human beings who have experienced something similar.
The True Problem
There’s too much information.
Whether you’re looking for music, for political news, for the right trainer or lawyer or insurance agent, or even help with your grief - there’s just way too many options out there. Google does a pretty good job and social connections help, but finding what you need is becoming harder not easier.
Curation - A Global Trend
The fully digitized music world has already made the transition to playlists - curated indexes created by taste-makers. As local businesses we strive to be reviewed and featured in Yelp, Foursquare, and Google - again, nothing more than indexes “curated” by customer feedback.
These things exist because they work, because they create value for the end user by saving them time.
So how do we serve people who are looking for help with grief?
Next Week: The Grief Directory