Trying Out LastFM’s PowerPlay: Payola 2.0

OK so I have to admit that I’ve overestimated the popularity of Last.FM. At least, I am realizing how different LastFM is for a user like me that mostly has mp3s on my hard drive, and users who stream music from lastfm.

PowerPlay isn’t going to do a lot of good for me very quickly since I’ve chosen to buy impressions on radio streams for artists that are pretty obscure.  I did this because conversion rates (see web marketing 101) are higher in a narrower target, so if I try to compete for impressions/plays on Bjork’s radio stream, the chances that the users will actually like my music are considerably smaller than if I target people who like more obscure music like the constellation acts or something.  Going for Bjork is more like going for Britney Spears in that there’s a fairly diverse audience and the users are more likely to be fairly mainstream (Bjork being one of the strangest things they like).  Going after a band like Excepter or HRSTA is a better bet for me because these are people looking for fairly unconventional soundtrack-y experimental music.

In ten hours since I launched my first $20 Powerplay campaign (100 plays on radio streams of ten artists I chose), I’ve gotten ZERO plays.

On the upside, twenty bucks is going to provide my with at least 3 months of entertainment since I’ll have one more site to check in with a few times a day when I’m being neurotic.

The music industry is a mess.  The best discovery tools suck because the content owners are afraid of change, while the best music delivery systems are either incomplete (legal or illegal but private) or unreliable (illegal but public).

And legal or not, there’s no real integration between the streaming services and the OS environment.

Maybe the Chrome OS or the Smartphone market will change that.  I’m sick of storing tons of MP3s.

OH!  If these other music acts are so obscure, maybe I should buy their Keywords from Google.  Hmmm…

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