The 20 Things You Must Know About Music Online
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The 20 Things You Must Know About Music Online

The original 2007 e-book offshoot of New Music Strategies

About the Book

This is the original 20 Things e-book, first published as a free download from the New Music Strategies website in 2007.

It's presented here for you unchanged, other than the fact that you can now choose to have it in Kindle or iBooks format. It's still free, if you want it to be. But you can also pay.

There are also multiple versions and translations of the book available here.

THERE IS A NEWER BOOK, which brings everything in here up to date. That one's called 'Music In The Digital Age' and you can download it here.

About the Author

Andrew Dubber
Andrew Dubber

Andrew Dubber is Professor of Music Industries Innovation at Birmingham City University. He's a member of the Centre for Media and Cultural Research, and is Award Leader for the MA in Music Industries (which can be studied online via distance learning from anywhere in the world) and also runs the MA in Music Radio.

He is the founder of New Music Strategies, a pan-European music consultancy and strategy organisation focusing primarily on non-commercial and social projects that use music to improve lives. He is also a member of the Board of Advisors for Bandcamp.

He can be found online at

Andrew Dubber

Episode 7

Table of Contents

  1. Introduction
  2. Thing 1: Don’t believe the hype
  3. Thing 2: Hear / Like / Buy
  4. Thing 3: Opinion Leaders Rule
  5. Thing 4: Customise
  6. Thing 5: The Long Tail
  7. Thing 6: Web 2.0
  8. Thing 7: Connect
  9. Thing 8: Cross-promote
  10. Thing 9: Fewer Clicks
  11. Thing 10: Professionalism
  12. Thing 11: The Death of Scarcity
  13. Thing 12: Distributed Identity
  14. Thing 13: SEO — My top 10 tips
  15. Thing 14: Permission and personalisation
  16. Thing 15: RSS
  17. Thing 16: Accessibility
  18. Thing 17: Reward and Incentivise
  19. Thing 18: Frequency is everything
  20. Thing 19: Make it viral
  21. Thing 20: Forget product - sell relationship
  22. Conclusion
  23. Free sample chapter

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