January 2010

Jan 28


So many artists, record labels, and management companies are struggling to adapt with the industry online.  The ones who have not adapted have collapsed in on themselves, but those adapting are trying to stay afloat in what we can call the new music economy (coined by Greg Rollett of genyrockstars.com).

One of the biggest “issues” that music companies are having in the new music economy is piracy and unauthorized copying.  As Andrew Dubber of New Music Strategies bluntly puts it:

The single most effective way to stop people from copying your music is to stop making music. If that’s not an option (and why would it be?) then accepting that this is the world in which we live is a good start towards successfully negotiating the new media environment.

This is the only way selling music works:
Fans will Hear—> Like—> Buy your music

I could explain this in my own words, but instead I’ll paste in this reference from a blog post by Andrew Dubber to explain it.  This explains exactly why you need to quit worrying about piracy to survive in the new music economy:

Music is pretty much unique when it comes to media consumption. You don’t buy a movie ticket because you liked the film so much, and while you might buy a book because you enjoyed reading it so much at the library, typically you’ll purchase first, then consume…

But music is different - and radio proves that. By far the most reliable way to promote music is to have people hear it. Repeatedly, if possible - and for free. After a while, if you’re lucky, people get to know and love the music. Sooner or later, they’re going to want to own it…

But either way - whether it’s a pop tune, a heavily political punk album, or an experimental, avant-garde suite - the key is very simple: people have to hear music, then they will grow to like it, and then finally, if you’re lucky, they will engage in an economic relationship in order to consume (not just buy and listen to) that music…

That’s the order it has to happen in. It can’t happen in any other order. There’s no point in hoping that people will buy the music, then hear it, then like it. They just won’t.

To read the rest of the article, click ‘Read More…’

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Jan 28


During the summer of 2009, Lenny Kravitz embarked on a huge European Tour in support of his “Let Love Rule 20(09)” re-release.  We leveraged some serious social media tactics through the use of Facebook, Twitter, MySpace, YouTube, Kyte, iLike and more.  One of the most notable social media campaigns that we created used a very powerful Facebook tool: photo-tagging.

We took advantage of this Facebook feature and grew Lenny’s presence exponentially on Facebook.  The case study below details our strategy and the step-by-step process we used to create this unique campaign.  This case study among many others can also be found on our website - www.oniracom.com

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Jan 16


It took a little bit of time and energy, but we’re psyched to announce that the new Marc B Music website officially launched today!

On this new and improved site you will find video, music, Marc’s latest tweets, pics, and tons more cool stuff!

Check it out at www.marcbmusic.com!!!

Marc B Website


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Jan 05


I recently got to catch up with the new addition to Marc B Music, bassist Yoni Berk, and ask him a couple of questions in order to introduce him.  We met Yoni while he was playing with another band that Marc had played with a couple times in Santa Barbara, and we are thrilled to say that we were able to acquire Yoni after his former band took a permanent hiatus.

His addition to Marc’s music thus far has been great, as his first time playing with Marc and Maxx (percussion) was in the studio for Marc’s upcoming track Mr. American, which was recorded for Solutions for Dreamers : Season 3 (coming Spring 2010!).  We pretty much knew from the collaboration at the studio that Marc, Maxx, and Yoni were born to play together, and Yoni bass playing at the live shows has really added a new element to Marc’s live sound, which we are all stoked on.

We have some video coming soon of the new band playing together, but for now..

Meet Yoni Berk:
Yoni with Rochelle Ballard
Yoni with Pro Surfer Rochelle Ballard

Oniric Records: Who the eff are you?
Yoni Berk: I was raised in the San Francisco Bay Area to two Rabbis, and I moved to Santa Barbara to play music, philosophize on life, and teach.

What do you always have with you in your pocket? 
David Alper’s dredlock.

How long have you and Marc been playing together?
We started playing together in November, but it feels like forever.

Most Life-Changing Music Moment? 
Listening to Yankee Hotel Foxtrot by Wilco for the first time. I lied down in my bathtub fully clothed, no water, and put on headphones. Try this remedy. What Jeff Tweedy and Jay Bennett were able to accomplish with this work will forever stay with me. I also recommend doing this with any Gomez or Animal Collective album.

What are you listening to these days? 
Well the list goes on and on. I’ve been trying to collect a lot of Israeli, African, and South American 1960’s pop/surf rock. Its been a blast so far being inspired by these genres.

Bands I’m stoked on right now: 

Click ‘Read More…’ to find out and read the rest!
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