How to Lay in the Grass(roots) Without Being Eaten By the Lion...2

Is there an applicable product schema variant relevant to the promotion and merchandising of the artistic careers and recorded product of today's jazz musician? How many musicians would really want to take matters into their own hands? Is there an economic structure that would allow investment in talented media developers, marketers, producers, and other specialists? Big picture questions arise too: will jazz and other 'niche' genres be able to preserve their heritage as art forms and grow community without becoming genteel muzaks for the masses? What do you do with music(s) so profound, difficult, and beautiful if you're an artist or a facilitator? Many of those questions have positive and exciting answers when career development and alternative marketing take precedent over mere celebrity-making. The schema represents a compressed view of most of the product types and channels and sales promotion vehicles underlying the alternative marketing of music. Seven years after this was written (1988) the music business has a big hype-driven presence on the net. There are 'independent' sites that seek to build a community of fans. Who will control the distribution of digital data over the net? Is it controllable? Are we headed for the utopia of a level playing field on the net vis a vis music and its marketing, or will the multi-nationals collude to throw up roadblocks in the way of the independent site? And, what of marketing given all these unknowns? (I'd like to hear what you think!) (10/95)

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