the dotmatrix project

(originally uploaded by Steve Keys)

[...] If you want mainstream rewards, you’ve got to make mainstream music. I know you hate that, but that’s true. [...]

-Bob Lefsetz

That quote is ridiculously profound on its own, but let me add this nugget to the mix:

Being innovative doesn’t guarantee mainstream rewards; being innovative while transforming culture’s perception of your innovation into a mainstream percept does.

This is true not only in music, but across every industry I can think of.

A few examples:

• Google was a game changing search engine years before they went public, became a commonly used verb and eventually traded at >$700 per share. But in order to become perceived as more than just another search commodity to the casual user, Google stayed true to their take on search while focusing on delivering an elegant presentation of their product. That focus slowly began to win over the masses previously using uber-diverse properties such as Yahoo! and Lycos.
• The Roots have been spitting rhymes as a live Hip Hop band since the early 90’s — it took years for their innovation to become recognized as not only a valid (read: viable) extension of Hip Hop, but more importantly to their potential core fans, an amazingly rich, textured tribute to the genre and it’s predecessors of Funk, Rhythm & Blues, Spoken Word and Jazz. Hip Hop heads couldn’t embrace their style when they broke out the gate; now The Roots sell out arenas to all types of listeners while retaining their originality.

I’d also add to Bob’s quote by recommending that if you truly want instant mainstream love, then simply replicate a mainstream concept and toss in a differentiator or two. You’ll separate yourself from the competition — hopefully with a better sound, product, etc. — while displaying similar product DNA for the market to instantly relate to. You’ll have a much greater chance at “succeeding” short-term.

That’s the major label methodology.

Now, if that sounds like an empty way to spend your time digesting O2 on this spinning rock, then truly innovate a style, concept, approach, etc. while nurturing your community of participants.

If you’re open to iterate your direction at the drop of a hat with input from all directions, you’re setting yourself up to succeed in this online world of discovery.

Yes, it’s a long-term play with absolutely no guarantees in garnering mainstream love, but if people do start to feel you, chances are pretty good that the snowball will start to roll downhill.

And who doesn’t love winning a game of chance?