About a year ago, I purchased a record – The Suburbs by Arcade Fire. I recently declared this at a speaking event on the future of education and a participant blurted out, “You still by records!?” Yes, I do buy records when I feel there is a really good one.
Obviously I am part of a niche demographic of record buyers. The music industry has transformed dramatically over the last ten years. I can distinctly recall people saying that the internet would kill the music industry. Record sales are down, but some groups are thriving in a new model in the music industry. MTV, for example, transformed itself so that very few music videos are played on their TV channel. They are however, the most visited music video website on the web today.
To truly understand how the music industry is different, you should read Richard MacManus’s post, Social Media Use Cases: Arcade Fire. In it, he describes on the day before the release of The Suburbs, how Arcade Fire, an independent label, was able to build a fan base. Music listeners flocked to the album well before the official release. The band had its album available on their own website in several different formats. They had a strong presence on Facebook, MySpace, and Twitter sharing samples, promotions, and event details. They also had their own YouTube channel, Vimeo site, and made the full album available on NPR for free prior to the album release. They also produced an interactive video in HTML 5 that made everyone stop to think about the changing online environment.
The success of The Suburbs in now well known. They won a Grammy last year much to the surprise to many people. This is the interesting part. How can a band, reaching number one in sales on iTunes, and selling out Madison Square Gardens twice surprise people by winning a Grammy? The reason, is that many mainstream music listeners are not yet connected into the social media of the music industry. If you listen only to the music that Radio stations decide to play, you will miss wide swaths of popular contemporary music with independent labels.
So what? As an educator why do I care? Firstly, the music industry is a pioneer in internet based business models. Many industries look to music and entertainment for predictors on how their industry might evolve.
Like music, knowledge exists in social places throughout the web. Yet, teaching practices still reflect a pre-web era where teachers pass their knowledge on to students through lectures and reading in the classroom. The learner of the future will need to access social media for their knowledge. Rather than listening exclusively to a teacher, like some music fans listening to the radio, learners will create environments where information of interest to fed to them. Those learner who do not create these environments will miss out on valuable learning experiences and be exposed only to a limited amount of content selected by a teacher.
Social media is giving voice to people and organizations who could not be heard in the past. In the end, the reason why Arcade Fire won a Grammy was not because of social media. They won because they produced a great album.
Quality learning content will always be in high demand. The personal learning environment (PLE) that mashes together information from the chaos of the web is a legitimate and sustainable model of learning. Connectivity will amplify learning to new levels. However, the PLE is not a replacement model. Learners will still be interested in face-to-face learning from a single instructor in much the same as people today still buy records. The shower did not replace the bath tub. There is a time and place for both.
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