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The Long Tail:Success in the Digital AgeElaine Garcia, Plymouth College of Art
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HIT!
HITS RULES!
Top No 1’s by decade….
Decade Song Artist Sales
50s Rock around the clock
Bill Haley and his comets
1.4M
60s She Loves You The Beatles 1.3M
70s Mull of Kintyre Wings 2M
80s Do they Know its Christmas time?
Band Aid 3.5M
90s Candle in the Wind 1997
Elton John 4.9M
00s Anything is Possible / Evergreen
Will Young 1.8M
10s Someone like you
Adele 1.2M
http://en.wikipedia.org/wiki/List_of_best_selling_singles_by_year_%28UK%29
50s 60s 70s 80s 90s 00s 10s0
1
2
3
4
5
6
No.1 Hits by Decade
Sales
http://www.tv-ark.org.uk
19841997
TV Choice was previously limited
1964
1936 1961
http://en.wikipedia.org/wiki/List_of_television_stations_in_the_United_Kingdom
156 episodes Ran for 23 yrs
Ran for 9 yrs
http://www.tv-ark.org.uk/
We just had no other choice!
Broadcasters could bring one show to millions
Now…..
The Internet can bring millions of broadcasts to one person
A zillion cultural shards….
Question
What percentage of these albums sold at least one track per quarter in the digital jukebox of
10,000 albums?
Answer
98%
Everything finds a demand
Sales that are outside offline stock:
Amazon – 25%Netflix – 21%
Rhapsody – 40%
Massively Parallel Cultures
How many do you know?1. The Star wars kid
2. The Dancing Baby
3. Paul the octopus
4. Fenton
5. Keyboard Cat
6. Rebecca Black’s – Friday
7. The Llama Song
8. Nyan Cat
9. The Golden Voice
10. I like turtles
Reforming into tribes that are less aroundgeography and more
around shared interests
For example….• A Blog can target a segment of the
reading public much narrower than a newspaper or TV channel
• Blogs are picking off the mainstream media’s consumers one by one by being niche.
So Success……
Is no longer driven by volume
For an online community to be a success you need
10-15 people.
So…..You may be more
successful than you thought!
To find out more…..