Long Tail Theory- Chris Anderson
Chris Anderson summarised the Long tail theory by stating:
"Our culture and economy are increasingly shifting away from the focus on a relatively small number of hits (mainstream products and markets) at the head of the demand curve, and moving toward a huge number of niches in the tail. In an era without constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare."
Amazon is a prime example of long tail in action; without the limitations of physical space, Amazon are able to sell an extremely large range of niche products, and these niche products, collectively, bring in just as much revenue as the best selling products.
In terms of the music industry, the internet and online media has allowed psychographics such as explorers to fulfil their niche interests e.g buying vinyl online. This also adheres to Bulmer and Katz's idea that audiences consume media for uses and gratification in their, 'Uses and Gratifications' theory'.
The genre of my music video is distant from the mainstream fare, thus if it were to be uploaded to YouTube, it would be part of the 'tail' in the amount of traffic and views that it would receive in comparison to the 'head' where the most viewed music videos would be positioned. On iTunes, it would also be part of the 'tail' in the number of sales, but collectively, with other songs belonging to niche genres, would have the same number of sales as the best selling song.
In terms of the music industry, the internet and online media has allowed psychographics such as explorers to fulfil their niche interests e.g buying vinyl online. This also adheres to Bulmer and Katz's idea that audiences consume media for uses and gratification in their, 'Uses and Gratifications' theory'.
The genre of my music video is distant from the mainstream fare, thus if it were to be uploaded to YouTube, it would be part of the 'tail' in the amount of traffic and views that it would receive in comparison to the 'head' where the most viewed music videos would be positioned. On iTunes, it would also be part of the 'tail' in the number of sales, but collectively, with other songs belonging to niche genres, would have the same number of sales as the best selling song.
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