Edification - A short interview with Ed Kliman

Q:	Why “pay what you want”? 

A:	The recording industry did such a bad job of managing the introduction of mp3 technology and file sharing and their own relationship with their customers that the entire process of distributing and marketing music has undergone a more drastic change than most participants realize.  The “pay what you want” business model is the small mammal scurrying around among the dinosaurs at this point.

Q:	What do you expect this to do for Texas Music Forge and its artists?

A:	Our downloads are 224 kb Mp3 files – virtually the same quality as a CD.  By going to download-only distribution, we have eliminated the costs associated with manufacturing and distribution.  In the world we live in, bandwidth is cheaper than gas.  I expect these cost savings to drastically offset any loss in sales revenue due to people downloading and not paying.  

Q:	And your artists?

A:	Anyone who owns a computer can now make and distribute music – there is a flood of music out there and most of it is mediocre or worse.  Getting an unknown artist enough publicity to be heard above the din just isn’t economically possible in this economy.  Even constant touring isn’t a reliable method these days because of gas prices.  Viral marketing based on sheer quality of the music and building a personal relationship with a fan base is as valid an approach as any other right now in my opinion.  Our music will be able to build its audience in this manner because it is economically sustainable and this type of effort can grow at its own pace.  

Q:	How will this affect the way you do business?

A:	That’s part of adapting to rapidly changing conditions – you don’t always have a roadmap to where you’re going, even if you know where you want to end up.  We certainly like not having to manufacture, store and distribute boxes of CDs.  If the game is distributing and selling CDs, independent labels like Texas Music Forge don’t have enough clout with the distributors to get paid as quickly as they should.

	This business model won’t work for everyone.  What we have in the bank is a huge amount of quality work.  Besides what is currently on the website, we have a reserve of recorded material which won’t necessarily be made available for immediate download on our site.  We can dip into this catalog for special projects involving licensing, producing other artists not on Texas Music Forge or make it all available on a subscription basis for example.  Not everyone has that kind of catalog leverage, if you will, that they can afford to put this much out for public consumption but we do and that’s going to dictate how we’ll play our game.

Q:	What other changes do you see happening with your releases?

A:	We are strongly looking at making limited run physical CDs available with special packaging and artwork which customers can purchase through our website for a fixed price.  Additionally, we’ve published an audio magazine in the past and may resume publication of it on a subscription basis.

Q:	Does the “pay what you want” model apply to all Texas Music Forge artists and releases?

A:	No, our professional music libraries of samples and loops are offered for sale through vendors that we partner with.  We will not undercut our partners by offering these professional libraries on Texas Music Forge.  All work by our other artists and projects which you find on our website are offered on a pay what you want basis.

Q:	How do you respond to people who say you’re either ruining the industry or your music must not be very good if you’re giving it away?

A:	I’d respond that the industry as we know it is already dying and as for the quality of our music, I’d rather let the singing do the talking for me.