The T-Pain Effect
by Markus Robinson
Grammy Award-Winning singer, song writer, and producer T-Pain recently launched his much anticipated full digital independent record label Nappy Boy Digital. The label’s mission is to create a direct artist to consumer connection without the constraints of the traditional major labels. Nappy Boy Digital is an obvious next step for record labels who may have finally realized that the Internet is a friend and not a foe. But as I learn more about the label, I can’t help but wonder if T-Pain squandered this opportunity to make a lasting effect in the music industry.
It’s clear from reading the press release and my multiple visits to the Nappy Boy Digital website that Nappy Boy Digital is simply nothing more than a record label that will be using internet as their sole distribution method. Well it doesn’t take a genius to figure out that as internet music sales continue to rise and CD sales continue to decline, that a primary online distribution method is a no brain-er. What I was expecting from the subsequent launch of NBD was for T-Pain to use this opportunity to change the way record companies use the internet to market, build relationships with their fan base, and build communities surrounding their artist’s music. Lynne D has been profiling artists who have been on the leading edge of harnessing the power of the internet and social media, but what we are yet to see is a record label who has successfully grouped some of the most successful social media tools together into a package that can be duplicated for every artist on their roster on their very own web property. This is obviously not what T-Pain had in mind by branding his label as a digital record label.
T-Pain has failed to understand that everything on the web generally ties into one another; great music combined with social, downloads, and ringtones will create a following who will in turn use these tools to evangelize your music. Harnessing these tools collectively while giving your audience the ability to instantly own your music, can create a great reach with a very small budget. Instead of really impacting the music industry NBD will go down as a good opportunity squander by short sighted thinking.
Category: Celeb 2.0, Digital Media, Startups, social media, social media marketing, web 2.0 | Tags: internet, itunes, nappy boy, nappy boy digital, online distrobution, t-painDid you like this article? Share It!
Liz says:
Well, at least it wasn’t another Ning network! Or is it? (lol, the “community” section is under construction. I’m taking bets…)
Will Moss says:
On point.
don says:
definitely, on point.
Dan Roof says:
Markus –
No need to rush to judgment just yet. Pls stay tuned, we will have a full social networking site launch in early July and will be implementing many new features to it not just for T-Pain but for all Nappy Boy and Nappy Boy Digital artists. The site up now is a soft launch. We only have 1 song out so far on NBD and will be doing very big and innovative things as our membership and catalogue grow.
Angela says:
@Dan very interesting thanks for commenting. We actually reached out to you guys for a podcast but got no response. if your interested let us know, I know we are interested in learning more about your developments and I am sure our audience is also.
T-Pain’s Nappy Boy Digital not the online experience listeners are looking for [Music] | Techno Portal says:
[...] earlier this month. But the Grammy-winning artist isn’t thinking much beyond selling online, argues Markus Robinson of Black Web 2.0, saying that a the site won’t thrive without the promised but undelivered social layer, free [...]
Lynne d Johnson says:
Funny. When I think of the T-Pain effect, I think of how he has everyone using autotune now. I’m interested in seeing the developments with this project though. Would love to see urban folks use something other than Ning though.
Dan Roof says:
Angela –
I just sent an email through contact page. Talk to you soon.
Markus says:
@Lynne May not have been the best title selection;), but I agree with you and Liz, NBD has to be more than just a Ning Network.
@Dan we look forward to talking to you.
Dan Roof says:
FYI – no ning
Macfem says:
Nice one i like that.Check out our website to see what we do.we are Africa’s First Independent A&R/Promotion Company.I love the idea of T.Pain.
Holla us Dan Roof.
Femi Lawal
CEO
Mega Points International
Macfem says:
We wish to network with all music companies willing to promote their music in Africa.
Mail me at:femi@megapointsinternational.com
Toby says:
Yeah, like holla at us at Blue Monitor, a black own company which actually can help you build your OWN solution using open source apps like Ringside Networks social networking framework.
Toby says:
Call us, we can help…..
The Love Collective says:
T-Pain is a great artist, but I agree that he missed a great opportunity business-wise. Music-wise, and I’ve
written about this on my blog, he is single-handedly changing black music. For better or worse.
mama says:
cghn ghdjkhcfh hjh tata :*