Larry Schneiderman likes to say the problem with the majors is that they are promoters not marketers. I would translate larry’s thoughts in sales term: they know how to do everything but close the sale.
But he wouldn’t.
Larry says they can only deal with what is in front of them at any given time. In selling one track, or one album, one tee or one concert tix, they don’t know how to sell everything else the artists is about. They don’t know how to maximize profits now the album is dying.
Larry has a more valid point than those who are worrying out the drop in CD sales. If you give people a reason to buy a CD, to invest in a box set, to get the tix to the shows, they will buy em. A 3 CD set of greatest hits, tee’s, fan club… at a reasonable price might do the trick.
Claiming the Majors don’t work is not an answer. Right now there is no substitute.
Schneiderman is right: the majors need to get into marketing.