You say you want a revolution

January 17, 2012 12:28 pm

The Holding Pattern puts control of musical content back in the hands of its creators…

Every now and then a start-up comes along that reminds us what we love about the Internet and all the opportunities it presents for bright-minded young content creators.

The Holding Pattern is a case in point.

The Holding Pattern is a place where independent musicians can showcase and sell their work without having to relinquish the copyright. Plus, all music that artists upload is automatically licensed for use in film and television, which means that production houses and agencies can buy tracks directly from the artist, whose rights are protected by the agreement on the site.

Founder Nick Arnold is a musician who experienced first-hand the issues facing producers and musicians today. A bass player, Arnold was signed to EMI Publishing to play in a band in LA. Through this experience, he began to realise how little autonomy artists had in an industry he describes as ‘in a constant state of regurgitation’.

The Message caught up with the man himself to discuss his brainchild, music and why The Holding Pattern has the ability to turn the industry on its head.

‘If an artist/band was doing well at label, then similar artists had to follow suit with the same producers, sound and eventually product,’ Arnold says. ‘We started out completely different to what type of band we ended up as, and I know that happens across the board. This is why we tend to see the same product over and over again. Record companies don’t take risks anymore.’

Content becomes profitable

This is how The Holding Pattern (THP) was born. Arnold wanted to create a space where artists could not only retain control over their own music, but actually profit from it as well. Through offering licensing agreements and a sophisticated search function, the site allows production companies and agencies the opportunity to find music they otherwise may not have come across – an issue Arnold can relate to…

‘When I left the band I started to be employed as a composer, writing scores for film, TV and theatre. I noticed that most producers didn’t have the tools available to search for what kind of music they were looking for and relied on an uneducated back catalogue of their own music tastes to convey their needs for certain productions.

‘This led me to the creation of the automatic licensing platform within THP. We now have in place a quick and innovative platform for creatives and production companies to source music through a number of intelligent search engines [such as] mood, genre, keywords, “sounds similar to (known artist)”, that can help them find the right track they are looking for… and really quickly. From this the artist gains the exposure they need, the creative gains a product with speed, accuracy, and quality, the fan of music or public discovers new music through public broadcast… and goes right back into THP to discover more about that artist and others… and the cycle begins.’

Arnold succinctly sums up the philosophy behind The Holding Pattern as: ‘The sound of a pack of small dogs barking will always be louder than the sound of one big dog’.

Removing the middle man

In fact, that may well be the motto 2011 is remembered by, especially in terms of Internet-led revolutions. Whether those revolutions were the type that overthrew political regimes or the type that gave the ‘big dogs’ of industry a run for their money, 2011 saw many realisations of the type of ‘people power’ thinking that has been bubbling away for some time now.

Arnold understands the potential of removing the middle man in the music industry, something that has been made possible only through the advances of online sharing. ‘Democracy, creativity, usability and intelligent search options are all integral parts in creating a free creative online movement… and that is exactly what I want to achieve. If we can educate people to discover more music, then the artist gains more exposure, listens and hopefully gets paid for their hard work… and so they should.’

In short, the music scene was crying out for a site like The Holding Pattern, and the functionality of the Internet has made it possible.

‘It’s obvious to me that the model of ‘The Big Dog’ is not enough anymore to sustain the needs of many users,’ says Arnold. ‘It becomes bland and one dimensional. Be it governmental, or your online business, being open sourced and malleable to what people want is the way forward.’

Although the underlying ideals and principles of The Holding Pattern are lofty, its immediate goals are somewhat humbler. ‘Our ultimate goal for the site right now is to have all categories of music filled. Ultimately, I want to see artists getting discovered on THP. From classical, indigenous, religious hip hop artists, from rock, to pop, folk, metal… all of it! It’s there to be discovered, explored and enjoyed, for everyone!’

With several more features in the pipeline that aim to enrich the user experience even further, we’re betting The Holding Pattern has only just begun to realise its full potential. Watch this space!

 

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Read more...

  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →
  • Digital Marketing Features How to avoid digital dead ends

    How to avoid digital dead ends

    Have you ever noticed that so-called ‘express lanes’ on the road or in stores are often slower than the normal lanes? While I know it’s easy to go on auto-pilot when performing mundane chores like driving or shopping, it amazes me that people so often follow the actual signs instead of reading the signs around them. Because we humans are inherently disengaged, conflicted or uncertain as to what we should do in many situations, we’re attracted to people and things […]

    Read more →
  • Social Media When the Social Media Circus Leaves Town

    When the Social Media Circus Leaves Town

    David Bowie died almost two months ago. Soon after, we posted about the tawdry British reality TV show making money from his ex-wife’s reactions. Inevitably, her presence on the show at the time and her response to the news created a social media firestorm. Focus, of course has moved on to the latest deaths, tragedies, political intrigues and sporting victories / defeats. But it’s worth pondering the enduring impact that not being news has on the people who were previously at the centre of […]

    Read more →
  • Entertainment News & Views Chris Rock’s Oscars Lessons for Marketers

    Chris Rock’s Oscars Lessons for Marketers

    Did you see Chris Rock at last night’s Oscars? Man, he nailed it: loose, funny, topical, irreverent, black. Hang on, what was that? Black? You can’t say that! That’s, that’s, well that’s racist! In isolation it’s jarring to refer to someone’s skin colour or any other personal feature when judging work they’ve just completed. Of course, it’s also completely irrelevant. But let’s back up a bit. This year’s Oscars were all about race. After the nominations were announced in January there […]

    Read more →
  • Entertainment News & Views Surreal Reality TV

    Surreal Reality TV

    Few of us over the age of 40 have not been saddened by the death of David Bowie this week. Whether you liked his music or not, he was undoubtedly an original talent who had a profound impact on much of the culture of the 70’s and 80’s. Contrast the outpouring of love and nostalgia we’re now seeing due to Bowie’s passing with what’s happening on UK’s Celebrity Big Brother. By sheer coincidence, Bowie’s ex-wife Angie is currently a ‘resident’ […]

    Read more →