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One could argue that the initial build-up of momentum is the challenge regardless of where the revenue comes from. The current attempts seem to be directed towards the ideas of collectives, where small groups of artists share resources and cross-promote. I've been personally toying with a method that builds on this and looks at ways to reduce production and distribution costs (instead of increasing revenue, decrease overhead) but there are several challenges involved.
And that's part of why this is Big News, really. Mr. McBride as the financial and social capital to put a serious effort together, something on a scale that's virtually impossible for an independent artist to achieve. If it goes down the way I'm hoping it will, this is going to be a huge benefit to everyone outside of the big 4 culture -- even the people not currently involved will be able to take advantage of the increased visibility given to this type of model.
The inherent problem of being independent is one of marketing. It's difficult to get yourself on the map.
And yeah, I'll buy a DVD. It'll go with my promo copy of Pictures Of You nicely.
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I wake up in the morning more tired than before I slept
I get through cryin' and I'm sadder than before I wept
I get through thinkin' now, and the thoughts have left my head
I get through speakin' and I can't remember, not a word that I said
- Ben Harper, Show Me A Little Shame
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