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August 13, 2007

What I would have written

The other day I bought Ty Cohen's book "The New Music Industry: How to Use the Power of the Internet to Multiply Your Industry Exposure, Fan Base and Income Potential Online!"

Despite its technical flaws and marketing-at-all-cost philosophy, I have to say, it's absolutely spot on as far as its advice goes. It's a cheaply produced and very short book - really just a collection of points to consider. It needs a good sub-edit and a desktop publishing cleanup, but that's not part of Cohen's approach. He seems to want to get these things out a cheaply as possible, maximise his profit on them and revise/update/re-release them as often as possible. It seems to be a winning approach for him. (It's despicable to me)

Nonetheless, his advice in this book as absolutely great. In fact, I'd go so far as to say it's the book I would have written if I felt like writing this book. Inevitably, however, it falls down on the details. In keeping with the quick-n-dirty approach, lots of what-to-dos and not many how-to-dos. But that's inevitable, given the subject matter. For the price, it's a good introduction to the subject - but don;t believe the reviews you read n Amazon.com - part of this marketing approach is to talk yourself up at all cost ... which is a pity ...

Another word of caution on Cohen - if you buy his stuff you WILL be bombarded with promotions for all his other stuff - and they're hyped beyond all semblance of credibility. They may well be as good as this one - I'm resisting the urge to buy them all - but I find this market-beyond reason approach very alienating. Still, it obviously works for Ty, David Hooper, Bob Baker, Dec Cluskey and their ilk. (See if you can spot the pattern ...)

Posted by Hughie at August 13, 2007 10:04 AM

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