FC NOW: The Fast Company Weblog
August 30, 2005
Express Yourself
Focus groups may be losing cred in the business world, but in the music realm, they appear to be something new. For an upcoming album, Madonna has been secretly testing out songs by watching video of clubgoers dance to her newest tunes with her vocals removed. Of course, that's not really a focus group -- the subjects didn't know anyone was gauging their opinion -- so she might hit on some true reactions. The Telegraph article above raises one question about the practice: Since when has the Material Girl doubted herself or her songs? But here's another: Is this a smart business practice for Madonna? Or a shameless effort at engineering commercially successful content rather than the music she wants to produce?
Posted by Jena McGregor at August 30, 2005 4:59 PM | Category: |
7 Comments
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I would put together a focus group for my blog, but, my readership is currently less populated than the average focus group. Maybe I could get Madonna to take a look and tell me what you thinks about my stories and I'll return the favor by telling her that her music is derivative but does have a good beat and is easy to dance to?
This is a greatd example of the blend between business and everything else in the world, especially marketing and advertising.
Do you think she did this without being instructed to by a very high paid person?
Obviously I think that it was a business practice move, that was brilliant. Can you think of one business advisor who would say no, don't do this, it will cost you money?
As far as focus groups go, it's not bad. Focus groups consist of people saying/doing what they think you want to do. Much better to ignore what they say they'll do and look at what they actually do.
But Madonna must know that music isn't always about the music. It's about the image, the buzz, the age, etc.
And if it's known that she/her management are doing this (though I'm sure they would have employed similar strategies for many years now) then it's going to look a bit sad for a 47 yo trying to hang with the hip crowd.
And then her brand is gone in the eyes of the buyers and she'll struggle to find a buyer of her next CD.
Considering the amount of times Madge has reinvented herself to fit the current vogue, this shouldn't be surprising by now.
Also, in music, there's one way you test out new songs - play low-key gigs to your fans and see what they think. With an artist of her nature and status, low-key isn't really an option. When you've written a song (or developed any product) yourself, it's your baby and you'll have an emotional attachment to it. Often you need an objective view of its strengths and weaknesses.
All she's doing is seeing if the songs stand up to criticism - same as any band does, which shows a remarkable lack of egotism for your average multi-platinum pop artist.
Some once said, "Feedback is the breakfast of champions!" Since when is it sacrificing artistic integrity to see if audiences actually like your product?
This doesn't mean EVERYBODY has to like what you deliver, but if your goal to communicate, what better way to determine that than to watch your audience react?
Anyway, I've always liked Madonna's apparently market oriented viewpoint. She'll get hammered if she is "artistically pure" or if she's to "commercial."
So the point of this rambling? Who cares how she figures it out? She just keeps having fun!
I think that's very smart move by madonna. let us not forget that the music she produces is for her customers and at the end of all she is a business women in her own way. It is very important for her to keep a continuos tab on the likes and dislikes of her customers. This will help her to produce music which her customers like. I like the customer sensitivity she has. This also goes to show she has not taken her audience for granted which is an improtant attribute of good business man/ marketeer.
I think she is pigeon holeing herself by limiting her psuedo focus group to Techno Disco goers.