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Digitize Your Reality: A Conversation With Randy Sosin – Part 2

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The interesting thing about Napster was you know they built this really cool community and everyone had to upload their music to a server So they controlled the servers And because the music business doesn t understand it and because it wasn t their thing they killed it So the people who had designed that software were like okay then let s just make every computer a server And then like Gnutella and LimeWire came out and it was like it almost destroyed the industry They were able to take that technology and bring it back into like well let s just stream it to you now We ll stream it to you back from our servers But then the artists paid the price on that — Randy Sosin nbsp This is the second half of my conversation with filmmaker music video producer and visual storyteller Randy Sosin as we talk about how artists can engage more successfully with their fans how he s working to overcome the bad reputation that NFTs have given blockchains and his work in reinventing everything from music videos to concert performances for the digital-audio era As always if you have questions for my guest you re welcome to reach out through the links in the show notes nbsp If you have questions for me visit www audiobrandingpodcast com where you ll find a lot of ways to get in touch Plus subscribing to the newsletter will let you know when the new podcasts are available And if you re getting some value from listening feel free to spread that around and share it with a friend along with leaving an honest review Both those things really help and I d love to feature your review on future podcasts You can leave one either in written or in voice format from the podcast s main page I would so appreciate that nbsp A Whole Other WorldThe second half of our discussion starts with a look back at file-sharing apps like Napster and Limewire and how the music industry missed an early opportunity to engage listeners and connect them more directly to the artists He tells us how he s using the blockchain to create just that sort of connection now As an artist if you do something and sell it like if somebody buys something it goes directly to your wallet It s a fifteen-second transaction thing And if you re selling it for a hundred dollars or two dollars or whatever you don t have to wait We talk about the hit NFTs have taken in the news lately and how he s working to separate the pioneering technology and potential behind them from their mixed reputation So I m trying to make it more like digital scrapbooks he says and clips from videos and stems because there s a whole other world that I feel that s out there nbsp Wow That s CheapOur conversation turns to audio jingles logos and the industry s ongoing reliance on licensed music from decades past They re trying to tap into the familiarity Randy explains so that you re watching that you re like oh I love Stevie Wonder and I love the Beatles They re just trying to get you to engage with the brand We also talk about the limitations of this strategy especially since more than one company might license the same song for a commercial People are like oh you know that song and it was in this commercial he tells us It s like no it was in this commercial and then they Google and it s in both commercials And then they re like oh wow that s cheap nbsp The Fan ExperienceAs our conversation comes to a close we talk about the growing role of audio branding in the future of digital music from fans interacting with music video elements to concerts where fans can use tokens to interact with the Click here to visit this podcast episode

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