Quenching the Thirst: Giving the Fans What They Want, When They Want It

I know some of y'all must've been wondering what happened to me these past few months. I put this column on pause because I've been busy working and getting out new music like I'm supposed to. I've been producing on the latest albums by Usher, Mariah, Nelly and all my new artists, running Island So So Def, and putting together a deal for a brand new label, Tag Records. On top of all that I've been continuing the campus tour to talk about my book: "Young, Rich and
Dangerous: The Making of a Music Mogul."

But most of all I've been thinking hard about some of the things you've said right here on this blog, and what the kids in my lectures on the music business at Wharton and New York University have been telling me.

I heard y'all say how much more aggressive record companies should be in making full use of all that the Internet has to offer. We need to build websites that feel like blog sites for our artists and do more to utilize platforms like MySpace and YouTube to their fullest capacity. I had one student at NYU's Clive Davis School ask why are record companies' websites the worst of any industry in representing their products. I agreed with him. Our own web sites should be leading the way in the digital space. But they're not.

For starters, the term "New Media" needs to be changed. Labels tend to hand off all that's digital to these departments, and deal with regular magazines like Vibe separately. But that's the wrong kind of thinking. The Internet's not new. This stuff should be integrated. It's all one media, and these days the digital space is way more powerful than outlets like print and television

Besides that, we need to rethink our whole approach to promoting artists. I have something up my sleeve that's going to put all this into play with a new artist I signed. But first, let me tell you how it all came together...

Late last summer someone told me to check out this girl out on YouTube named Phatfffat. She was sitting in her room in Dallas singing covers of other people's R&B songs. That didn't interest me and I was skeptical, but something told me jus' check it out.

First it was 250,000 views, then it was 500,000, then 900,000! I couldn't believe it. She had thousands of messages from kids who were fans. I thought, "What the fuck is this?" I figured someone had faking the view count, so I checked out her videos and yeah, she was the goods.

The whole thing hit me the way it did when I discovered Bow Wow and Da Brat. When I signed Brat I wasn't even interested in female rappers. When Bow Wow came along I knew it had been 10 years since Kris Kross and the world was waiting on another. They each had something so different and so compelling that I knew with these artists I could create my own lane and make history in the music business. I have the same feeling with Phatfffat.

This lil' girl — who's called Phatfffat because she can kill a 12-slice pizza in minutes — has something no other artist I've developed from scratch has ever had: a built in fan-base of close to a million kids. This is something I need to jump on NOW. With this artist I can harness the power of her presence in the digital world and turn how the music industry operates on its head.

Every day for the past month I've been filming what we're doing at my studio and posting it on my YouTube channel, JD1472, so that her fans can be involved in the making of her first album (in stores July 29). They're hearing the songs as she's recording them and they are letting us know how much they like the records by doing their own covers and posting them on their own YouTube accounts. Thousands of kids are blogging from all over the world, telling us how much they love Dondria a.k.a Phatfffat.

To give you some idea of how real and how intense this love for her has been, me, Johnte Austin and Dondria were having a lil' exchange over what she should be called: Phatfffat - her YouTube nickname - or Dondria, her real name (http://www.youtube.com/watch?v=C9uHEPpsmF0). I wanted Phatfffat, because that's how thousands of kids already know her. Dondria wanted Dondria, coz she didn't want people calling her Phatfffat when she's 70-years old. I posted a YouTube video showing our debate, and told the kids they had three hours to write in and let us know which name they preferred.

We had 5,000 people post comments. Fans from London wrote in, telling us not to forget about them in England when the album dropped. And by the way, it was Dondria, hands down! That won the debate.

Now as you probably know, the traditional way of releasing an album by a new artist, or any artist, is to put out a single, test the reaction of the audience, see how many spins it gets on radio, then drop the album. We in the music industry have basically been trying to make fans learn who the artist is and listen to their music all at the same time. And it's not working.

But with an artist like Dondria I don't have to worry about that. I see her fans and I know what her numbers are. If I can get just 10% of those fans to support her and buy her music, everything changes.

The fans are getting the whole album in two months I'm giving them access to the entire process of making the album. We're showing everybody how we get down in the studio. I'm posting raw, uncut video on YouTube that keeps the audience involved in her life and expands on what she already started. The people who follow her are investing their time and sending messages and feedback on the music by the thousands. They care about what she does next.

That's why her album has to drop as soon as possible. When a person is thirsty, you don't give him water two weeks after the thirst hits. Her fans are thirsty for Dondria's music now. They want to buy it now. These days in music, when something's hot you have to seize the moment, or it's over. It's all happening at warp speed, and it's our job as label executives to keep up.

What I want to know is, how many of you understand my thirst theory? Do you believe that this is the direction record companies should be taking, with new artists or any artists?

Hit me back and let me know. Over the next few days I'll be watching this space for your answers.

Jermaine Dupri, who was named the most successful R&B producer of all time by the Guinness World Records 2007, is a Grammy-award winning music producer, president of Island Urban Records and author of Young, Rich and Dangerous: The Making of a Music Mogul (Atria, October 2007). For more information about this blogger, click here.

Comments

[JamieBaby]

I understand what you mean as far as putting her stuff out there asap. I am a promoter and I promoted for major artists and I also do grass root promotions. I did meet and greets, and also fan club for Chris Brown's last tour. I basically knows what goes on behind the scenes as far as in the music business and I know how cut throat it CAN and also IS. I just think that you should push Dondria's project back atlease untill September so for the people who haven't heard about Dondria will get a chance to b introduced to her. Marketing plays a big part in how an album sells. Rather than people hearing her song and like " oh i like this" and " i wonder when her album comes out" and it is already out and they don't know or arent aware of that. She needs to be all over before her release date so people who aren't familiar with Dondria can get familiar. I have been a faitfull subscriber to her youtube page for just about a year now. I just think that it should be pushed back a month or two so people besides her youtube fans can get to know Dondria and have the chance to be thirsty also.

[reason808]

I gotta wonder what exactly you’re selling here? Is it the music? Or a technology fad? Do these fans like being in her room? Or hearing her music?

Personally, I think all this “behind the scenes” material takes away from the magic. I don’t want to see great musicians washing their socks and eating a hambuger in the studio. I want to be moved by a song.

You listen to a Sade, Jill Scott or Feist album and know what type of person they are. I don’t have that with tabloid singers - even though I know all about their divorces, shopping sprees, etc.

This music lover thinks the industry focuses on technology fads while ignoring the cultural ones. American Idol popularized music but people are drawn to the TV theatrics: contest drama and belting out high-notes.

Compare that with the 80’s and early 90’s. Artists like Michael Jackson, Madonna, Run DMC, The Clash. The list goes on and on. Powerful personalities whose compelling music reflected and amplified the cultures and scenes they came from.

Record sales were huge overall, especially compared to today. Did the Clash or Depeche Mode, sell units in a way that would please the Jermaine Dupri’s of their day? Probably not. But they added to a vibrancy of scene that kept the public tapped into music. That isn’t happening now.

[geoffdaily]

Mr. Dupri,

Fantastic insight. It's great to hear that someone with clout in the music biz is thinking outside of the box.

Your instincts are spot on in identifying the potential value locked up in the relationships Dondria has established through YouTube and MySpace.

But you're missing the real opportunity here that lies beyond selling albums and tickets one at a time.

What about instead leveraging those relationships through a for-profit fan club that could create recurring revenue streams?

Instead of charging $15 for an album every once in a while, what if you could get fans to pay $5 a month indefinitely?

For that they'd get studio videos, personal videos, wallpaper, ringtones, I'd even consider offering subscribers the album for free as an incentive to get them signed up. Or instead of a whole album, maybe one free track a week. The key is to deliver so much content that they don't think twice about paying $5 a month to keep subscribing.

I don’t have to tell an astute businessman like yourself the potential of this. I’ve got lots more ideas to share but have run out of room. If you want to keep this conversation going, go to my blog www.app-rising.com and submit a comment with an email address I can reach you at privately.

Best of luck, Dondria! Needless to say, you're in great hands with Mr. Dupri, not only one of the baddest men in music but also the most forward-thinking.

[BlackandProud]

My friend and I have both placed songs in movies to get our music careers started in the right direction.

Because the movies were released nationally, we were able to join organizations that notify us of their movie projects well in advance of the public.

Now we are able to write and produce from our homes, no label needed.

Trying to get deals through record label doors was an endless waste of time

[youthfulprotest]

Jermaine, great to hear that one of the world's most influential people in music is interested in discovering artists using the internet. However, I don't think that the internet can ever replace more traditional methods of finding new artists, regardless of genre. Surely we will never reach the stage where even the majority of new talent is discovered by websites such as youtube and myspace as going out to local music venues gives a far better representation of true talent. As a fan of an artist, I still judge them on how they sound live rather than on CD. Now I may be in the minority here as not all fans like to go to concerts or can afford to go to them, but there is nothing like the experience of a really amazing live show. Look at the likes of Justin Timberlake, U2 and The Rolling Stones, all of whom are fantastic to see live and are amongst the most successful recording artists today. For this reason, it is hard to see how Dondria will become one of the world's most successful artists. I think its great so see the music industry diversifying the means by which new artists are found, but I can't ever see artists found by these means becoming more successful than those discovered on live ability alone. JD, prove me wrong with Dondria!

[ElBruce]

Jermaine, it's refreshing to see a music label producer morph to the new world instead of trying to fight it. Your "thirst" theory is right on. Internet popularity moves at the speed of light. If you can stay on top of it, then you have a good chance of raising an artist to a level that doesn't wax and wane so quickly. Next step: think less about CD sales, and more about site ad revenue. Concert revenue is (of course) unchanged by the new model.

Good luck, to you and your artists.

[DAVESEAN]

welldone,JD

[wayoutleft]

building a fanbase online before releasing a recording seems like a good idea. artists need more exposure than just cd releases and concerts. they're too infrequent to maintain interest.
i'm sure you'll have great success.

[drblack]

Musicians no longer need record labels. They are dinosaurs.
record labels have sold out art for control and profit.
Today an artist can make more money and have complete freedom by being independent.
There are truly only two major labels left anyway.
Real music, played on real instruments by actual musicians and artists is available for free on the internet.
Record companies shot themselves by dishing up bland noise from untalented people who can hardly sing (they rely on Antares Auto-Tune) can't play any instruments or write songs.
Record companies have signed people on the basis of looks only and it has cost them.
The most talented are not always the most attractive.
record companies stopped developing acts, helping artists over a period of years in favor of the quick buck.
This is why music sales are at an all time low.
If record companies start to take the time to work with talented musicians who can actually play instruments, sing and write they may find they have a future, if they continue they will die a deserved death just as non-cable TV will do if it continues to slop "reality" swill onto the airwaves.
Record companies need musicians, but musicians no longer need record companies.
The writing has been on the wall since at least 1980.

[rektruax]

I agree in theory, but the ratio of indy musicians out there blowing my musical mind is about the same as the majors ever did.

Robert Fripp said long ago when asked how he saw the digital revolution... What becomes popular certainly won't be any better or more challenging, but there will be a lot more of it.

And judging from the computer automated loops and sequenced material I hear from the major labels and indy acts, musicians are hardly "needed" either...

[mbaty]

Definitely a good idea; we love the creative process and seeing how our favorite artists progress--we also want the music now. With Mariah's album, on you tube most of the songs were leaked and some studio videos, and that certainly didn't stop us from buying the record. If anything, we were more excited, and we wanted to see more.

[KayKay]

One variable that you are missing from your equation is a realistic sense of artist development, which even I will admit is a risk heavy undertaking. But hey, isn't that why you got in this game in the first place instead of punching a stupid clock? Where would so many of the most important artists of our time be if they had to rely on embarrassing self promotion in the form of generating bazillions of hits on a cathode ray tube? I fail to see how how we might have discovered Miles Davis, The Beatles, English Beat, Sugarhill Gang, The Smiths, Nirvana, The Jonas Brothers.... Oh fuck, did I just think that last one or did I say it? Nonetheless, I'm sure you see where I'm going with this.

A&R staffs used to relentlessly scour the clubs everywhere looking for shit that nobody had ever heard of and every once in awhile something would connect with an audience. When we rely on artists to promote themselves, the audience gets left with get left with Tila Tequila, Colbie Callait and Phatfffat. If you are happy to leave the taste-making up to anyone who has the best computer skills, then I am afraid that you will get what you deserve.

While I applaud you for being one of the very first music executives to openly come out in favor of the digiital revolution, I fear for you that it has already passed you by.

xok

[Ankh1]

JD, just last weekend I was telling a publicist of a new artist about what you had done with Diondra. I applaud what you're doing in being forward thinking. The internet is where it's at! In March I met with the managers of a major artist to discuss how to best use her blog to promote her tour. They did not see the vision nor the real power or reaching fans this way. Even they don't know or care that her fans complain the website is a rarely updated and the blog useless on her site and others. They know it's not her posting cause it lacks her personality. I've been studying this new internet phenomenon as a blogger myself. The internet has limitless potential in supplying consumer demands. Thank you for showing by example and staying ahead of the game.

Blessings!
www.hollywoodliveandwork.com

[jeskiley]

Yes, I did wonder where you'd gone, good thing I added you as a favorite, an email alert delivered straight to my inbox. Sounds like you've been b-u-s-y. You've either ignited, or entered, the revolution, congrats! I applaud your recognition of the simple idea of making websites feel like blogsites, a little audience participation goes a long, long way. One huffposter plucked the term outta thin air...it's called Locus of Control...people experience more life satisfaction when they feel involved with, or in control of the creation of their destiny. In my opinion, a person satisfied with life is more "in tune" with their surroundings, plugged into the creative forces around them, able to lead (and herd from behind) the change that the Universe is calling for. So your ideas are important to the music industry $$$, but they're also important to mankind...the wave that is the Internet just may be the Big Kahuna, uniting us as we heal the environment, bridge the gaps between the races, and have a plain ol' lovefest. My whole heart's with you, Jermaine, just proud to be part of the generation that's somehow managed to stand apart from it all, before diving back in for the treasure. Gen X, what we want.

[maxxine]

I like the way you think and will support and follow you and your new artists, with great anticipation!

[ddot]

Perfect!!!! FINALLY someone up there gets it.... Big ups JD.... Hopefully you can continue to find some good stuff... some real music out there.. and get people back loving real talent!!! I guess I better get to "youtube posting" then...lol