Web Strategy Micksup

The Loop

Originally uploaded by crazyegg95

Just thinking about my music buying habits and the big loop I’ve taken. It’s interesting because research would show that I’m a prime candidate for Internet shopping for music - but I’m not. Why?

Back to the start…

Prior to working at Kazaa I used to buy lots of music in stores. Maybe 2 CD’s a month. Half the time I’d wonder in and find something, half the time I’m hunting.

Then I started using Napster to experiment with music. Find stuff I love. Find stuff I hate. Find stuff that makes me dance. It was a tornado of music. I was going to live gigs, buying 4-5 CD’s a month from stores and loving it.

Then Kazaa. All P2P was strictly by the book. Only legal stuff. And I was working ‘on’ Kazaa too much. But my tornado was still spinning so I needed to fuel it without leaving my desk (it was in my contract). So I found Chaos Music. Why them? They were the underdogs, and their service was good enough. Each week almost, a package of CD’s turned up on my desk.

My post-Kazaa world trip was a whirlwind of shared MP3 players and a musical melting pod. A few CD’s in strange lands (including one in Dar es Salaam just before my scariest 10 minutes of my life) but that was it.

When I got back, Phil gave me an eMusic voucher. I tried it for 3 months, but it didn’t grab hold. It didn’t become a part of my lifestyle. It didn’t fit in and make me happier. So it slipped off.

And so did music really. I was listening to pod casts and audible books. Music became a different genre for each mood. But no experimentation.

Recently I wanted music back in. I went back into stores, turned back on Triple J and loved it again.

Then today, my wife asked for a CD and I just happened to be online, and I thought - wowzers, what happened to Chaos music. I jumped back on and bought 5 CD’s. I’m hooked again.

What’s the point?

Part of the joy and challenges of web applications is that people evolve and revolve. They hate and love change. They are unpredictable.

You’d put me in the iTunes category, but I’m not. You can’t put me anywhere for even a short time. Even naming me as something is just cause for me wanting to bust out and do something different.

Summary of my musical loop;
* Dabbling hand to hand.
* Experimenting with Napster.
* Devouring with Chaos.
* Tasting music around the world.
* Crash and burn with eMusic
* Back into stores.
* Back onto Chaos.

Think about your customers.

What loop are they in?
Where are they in the loop?
How can you let them stay in the loop, mix it up and still be your customer?

Anyway, just thought I’d mention it.

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