🎵 2022-03-16 15:20:02 - Paris/France.
Mungaganize kuti, patangopita milungu ingapo kampani yake idadutsa muvuto lalikulu kwambiri lomwe lidalipo - chitetezo chake cholimba chakupereka nsanja yayikulu yapadziko lonse lapansi, osatchulapo $200 miliyoni, kwa Joe Rogan ndi malingaliro ake owononga komanso oyipa - Daniel Ek wa Spotify. angagwiritse ntchito kusamala pang'ono ndi kudzichepetsa.
Mungaganize kuti atalipira mamiliyoni kwa olimbikitsa anthu ku Capitol Hill pankhondo yomwe ikupitilira kuti apereke ndalama zochepa kwa olemba nyimbo - maziko enieni a kampani yake - yomwe Bungwe la Copyright Royalty Board lidalamula kuti alipire. , sakanawononga mamiliyoni ochulukirapo chinthu chowoneka bwino komanso chosasangalatsa monga kuthandizira timu ya mpira, makamaka mabomba aku Russia omwe amapha mazana a anthu wamba aku Ukraine tsiku lililonse. Koma tingakhale tikulakwitsa.
Chilengezo chodziwika bwino cha Spotify cha 'mgwirizano' wake ndi FC Barcelona - chomwe adachitcha kuti chimagwirizanitsa masewera ndi nyimbo koma chikuwoneka ngati chikufanana ndi mayina angapo pa malaya ndi bwalo lamasewera - chawonekera Lachiwiri ndi kutchuka komweko. zolengeza zatsopano kapena "ntchito" inanso ya ojambula ngati zikwangwani zazikulu, zodula za Times Square zomwe zimatsatsa nyenyezi zomwe sizifunikira kuwonetseredwa. Ndipo ngakhale kampaniyo ikunena kuti pakhala zotsatsa zingapo za akatswiri pamasewera a timu, ndi malo oyamba omwe anthu ambiri amapita kukalandila nyimbo: chifuwa cha wosewera mpira waku Europe! - zonsezi zimalungamitsa zomwe aliyense koma munthu m'modzi ayenera kudziwa kuti ndi ndalama zokayikitsa kwa kampani yomwe imataya makumi kapena mazana a madola mamiliyoni chaka chilichonse.
Ndipo inde, ndikosavuta kuwombera chandamale chachikulu, koma kodi zingapangitse zinthu kukhala zosavuta? Spotify ndi chinthu chabwino kwambiri: ndiye ntchito yayikulu kwambiri yolembetsa yolipira padziko lonse lapansi ndipo sizopanda tanthauzo kunena kuti idapulumutsa makampani oimba pochita modabwitsa - pogwiritsa ntchito mosavuta, kabukhu kakang'ono kopanda malire komanso, osachepera, malonda odziwa bwino komanso zolimbikitsa zandale ndi zamalonda kuchokera kumakampani - m'badwo wolipira nyimbo zomwe zidakula kuganiza kuti ziyenera kukhala zaulere. (Kuwulura: Ndakhala ndikulembetsa Spotify kuyambira pomwe idakhazikitsidwa ku US pafupifupi zaka 11 zapitazo, ndipo inde, ndikulipira.) Ndalamazo ndizochepa poyerekeza ndi zomwe ma CD apanga, koma zasintha zaka 15 za kuchepa kwa zaka zisanu ndi ziwiri zolimba za kukula. Ndizolengedwa pamlingo wa Walkman ndi iTunes - wopambana kwambiri. Ndipo adatsogozedwa ndi Ek masitepe aliwonse.
Koma nthawi zambiri, kupambana kumabwera ndi kudzidalira kwambiri komwe kumasanduka hubris. Kampaniyo inapunthwa kwambiri mu 2018 ikuyesera kukhala kumbali yoyenera ya mbiri yakale ndikuletsa R. Kelly pamndandanda wake - mpaka atazindikira kuti anali asanaimbidwe mlandu wamilandu ndipo, o, tili ndi nyimbo zambiri za ophedwa olakwa monga. Phil Spector pamndandanda wathu. Pambuyo pang'onopang'ono, Ek adasiya njira imeneyo, adavomereza kuti "Tinachita zolakwika" ndipo (mwachiwonekere) adasunga mwakachetechete chiletsocho, koma sanalankhule za izo.
Koma kuwukira kwa kampaniyo pazopeza za olemba nyimbo - mogwirizana ndi nsanja zopikisana za YouTube, Amazon ndi Pandora - ndi chinyengo chodabwitsa: Spotify sikuti amangomangidwa panyimbo zokha, koma ikudziwa bwino kuti njira zopezera ndalama za olemba nyimbo zidathetsedwa m'mbuyomu. zaka makumi awiri. , komabe amapanga kampeni ya zaka mamiliyoni ambiri yolipira olemba nyimbo zochepa. “Timakonda olemba nyimbo! "akutero. “Yang'anani malo athu olemba nyimbo omwe ali ndi masamba ndi mndandanda wamasewera omwe tawakonzera! » Kutupa - yesani kupeza mbiri yolemba nyimbo pa Spotify. Zili pamenepo, ndithudi; ingodinani pa nyimboyo… kenako pezani madontho atatu kumanja kwakutali ndikudina…kenako tsitsani pansi ndikudina "kuwonetsa kuyamikira". Choncho!
Ndipo pamene Ek amalankhula za "malingaliro ake" pa mkangano wa Rogan ndipo mwina adamva zotsutsa zamphamvu kuchokera kwa ogwira ntchito ake, pamapeto pake adaganiza zoyika zodzitchinjiriza pang'ono ndikukhalabe panjira.
Ndipo izi ndi mfundo ziwiri zokha zomwe zimakhudzidwa kwambiri. Tikhoza kupitiriza pa malipiro otsika omwe ntchito zonse za akukhamukira kulipira oimba, koma zoona zake, ndizo zambiri zamalebulo kuposa ma streamers (omwe, kunena chilungamo, atha kugawa zina mwazachuma zomwe amatenga kuchokera kwa olemba nyimbo ndi nyumba zosindikizira, kuphatikiza ambiri a iwo). Titha kulankhula za chisalungamo cha njira yolipira iyi, yomwe imachokera ku "gawo la mtsinje" - ndiko kuti, chiwerengero chochepa chomwe wojambula kapena nyimbo ali nacho mu chiwerengero cha nyimbo zapadziko lonse chaka chilichonse (ndicho chifukwa chake Drake ndi Taylor Swift amapeza mamiliyoni kuchokera akukhamukira pomwe oimba ambiri amapeza ndalama zochepa). Koma zonsezi ndi zokambirana zosiyana zomwe sizimangokhala Spotify, ngakhale ndi mtsogoleri wapadziko lonse lapansi.
Pali zochitika mu "Mad Men" pomwe Don Draper akuti, "Ngati simukukonda zomwe zikunenedwa, sinthani zokambirana. Ek mwina sanasangalale ndi zomwe zinali kunenedwa za Rogan konse, ndipo ndizotheka kuthamangitsidwa ku mpira ndikuyesa kusintha zokambiranazo. Koma palinso zochitika mu mndandanda wa TV wa 'Silicon Valley' pomwe zinthu zina sizigwira ntchito moyenera kwa ogwiritsa ntchito, ndipo wofalitsa nkhani Monica - yemwe nthawi zambiri amakhala munthu wanzeru kwambiri m'chipindamo - amauza mkulu wa kampaniyo "Kodi mudayendetsa ndi munthu yemwe alibe si injiniya? ndipo amakumana “Uuuuhhhh…” Kodi Ek akufunsira kapena kuyankhula ndi munthu yemwe sali ngati iye, kapena pamalipiro?
Chiyanjano ichi ndi FC Barcelona mwina sichinthu chofunikira kwambiri, pakukonza zinthu. Ndipo sizili ngati kuchitira nkhanza makasitomala ake akukhamukira #2 ya Apple idapangitsa kuti ikhale yokongola kwambiri. Koma nthawi, mawonekedwe, ndi zomwe zimawonetsa zikuwonetsa kusazindikira modabwitsa komwe mwachiwonekere kumapita pamwamba.
Choncho werengani chidutswacho. Mkangano wa Joe Rogan unatsala pang'ono kukulitsa bizinesi yanu, kugwirizanitsa gulu lanyimbo lomwe silinakhalepo kuti likutsutseni, ndipo ambiri mwa antchito anu adapandukira - ndipo mudadutsamo. Tsopano mukuwononga mamiliyoni ambiri pamasewera okonda mpira, ndi maofesi apamwamba, omwe amakhala opanda kanthu ndi zikwangwani za Times Square ndipo mulungu amadziwa china m'malo molipira olemba nyimbo. Chifukwa chake kondwerani ndi mgwirizano ndi FC Barcelona komanso manambala a Rogan ndi zonse…koma kumbukirani kunyada komwe kumabwera m'mbuyomu.
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SOURCE: Ndemanga za News
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