The Music Industry is going through a time of repositioning, where record labels, concert promotors, music distributors, digital retailers and artist managers are vying for the position as the one-stop shop for their clients - the artists. CD sales are falling fast while people are paying inflated prices to see their favourite band live. Artists are ready to seek investment from Venture Capitalists or sign up to brand partnerships. It is a fascinating time to be involved in the music space. Nothing though is more exciting than the clear trend towards the DIY ethic in music.

Whether it is an established act - such as Radiohead or Simply Red - or young unsigned artists (such as Holly Rose (opposite) who will be appearing at the Venice Festival of Media Gala Dinner), musicians are looking to do it for themselves. Technology has something to do with it, making the distribution of music an easier thing to do. Partly, it is just a sense that ‘there is another way’. A way that gives the artist control over their own destiny. The DIY artist will still need the right people around them to find the right investment, or get the best distribution. Yet distribution doesn’t mean anyone will discover the music. How do they get noticed? Is it still about getting in the van/train/private jet and doing lots of gigs? Or will the online social networks do the work for them? And are the challenges for established acts any different?

The music industry has responded by re-shaping in front of our eyes. All artists are having to work out who best serves their interests.

And then we have the fans. They can find more music than ever before. They are more fickle than ever. They can make up their own personal Top 10 every minute, and can use free peer-to-peer services to pick one song and move on.

The artist wonders:

• Where is the fanbase going to come from?
• How do we hold on to them?
• How can we get standout now that everyone has cheap
• and easy access to marketing and distribution?
• Who can we turn to for help?

Exactly the same challenges face each and every brand. Who do they turn to? As for their marketing services partners, the race is on to offer the right kind of services that brands need to deal with the world in 2008.

You can find out more about this very subject at our DIY: Do… Or Die session at the Venice Festival of Media 2008 from 1:45 to 2:45 on Tuesday 15th of April at 1.45pm