Distribution is the new marketing
When I was in college, I took a logistics course.
We studied the business discipline of distribution, which included topics like supply chain management, warehousing, inventory, shipping and trucking.
Riveting stuff.
But that was long before the digital revolution and the direct to consumer era and the infinite shelf space of the internet changed everything. Especially for artists. Now, creators can take their truth to market faster and freer than ever before. Now, an artist’s work isn’t limited to living in one place. Now, creators have multiple entry points into the marketplace.
Because technology has allowed them evolve their definition of distribution to include anybody or anything who has influence on someone who can access their work.
This concert documentary is being distributed independently, and my hope is that it’s a reminder to other artists that how we go to market is just as important as who we are when we get there.
How could you make distribution your competitive advantage?