Why exactly is Euro RSCG doing this? In the press blurbs, they talk about ‘access to artists’ and ‘future-facing business models’. Now, The:Hours is not a traditional label; it also does ‘music content production’, like this. But if the advertising industry needs better/cheaper/quicker access to music creators and the copyright on songs, surely they could have bought a specialized music production agency. 

And I don’t get the fact they’re interested in a record label. If the plan is to discover the new Justin Timberlake, so McDonalds will háve to come to Euro RSCG for their new version of ‘I’m lovin’ it!’, then that’s quite risky, no? 

I know music is extremely important for brands and the last few years the trend has been shifting towards custom content (remember the Nike/James Murphy, Nike/Cassius and CocaCola/Jack White collaborations), but I’m just not 100% convinced by this one. 

What am I missing? Enlighten me!

In the category ‘pretty-useless-but-absolutely-great websites’: I So Wish. 
Although tagging it as ‘useless’ is maybe a little harsh. Especially for the makers.
Because creator Andrew Dubber, one of the leading bloggers about the music industry (check out New Music Strategies) started it ‘to make money while sleeping’.

In his recent post about how he and his programmer friend made this site, he extrapolates his concept to the field of the music industry. He pretty much recommends musicians to come up with a similar ‘cash machine’, instead of chasing the rock ‘n’ roll dream of getting signed to a record label, tour the world and make/burn heaps of cash. If they want to be creative, that is. 

Which makes total sense to me. Creativity’s success is all too often measured by the amount of money it generates. Which means that lots of creatives (musicians, filmmakers, artists,…) are having to compromise their output in order to make sure they can pay their rent and that can of ravioli. When they should be focusing on what they do best: make nice stuff that no one else makes. Whether that makes money or not. 

Actually, let’s make that ‘most people’. Because everyone has a non-professional passion and a story to tell. 
In Belgium (where I grew up) there’s actually a small political party that wants to get rid of social security and give everyone a basic income, unconditional. So people can do whatever they want. Make more money. Or be creative. I always thought that was an interesting concept. 

Having said that: there are no 6 billion ideas like this.  
Still, I may just get together a few of my friends and and see what we come up with!