Last week Microsoft unveiled details of it’s iPod competitor, Zune. If you’re a reader of music blogs it would have been hard to miss the announcement as Stereogum, Coolfer, My Old Kentucky Blog, 3hive and Music for Robots all gave the product in-depth editorial coverage on their blogs.
That’s largely because Microsoft flew them, all expenses paid, to Microsoft HQ in Seattle to have an exclusive look at the Zune and be briefed on it by Microsoft staff.
It was a press junket in the traditional sense, where journalists are wined and dined by a company, in return for coverage in the media. Coverage that is unavoidably tainted by the circumstances in which it was gathered.
It’s happened for decades in traditional media, but it’s a PR technique that hasn’t been exploited that much in blogging circles until now. It was inevitable really, because from a company’s view its a technique that pays off in spades.
The coverage in blogs isn’t just a regular ad that people are attuned to ignoring, it’s editorial in the trusted voice of the blogger. Plus by the nature of blogs, coverage in one blog invariably leads to coverage in a network of others. Get a link from influence leaders like Stereogum or Music for Robots and you can be assured that link will be reposted exponentially down the line of other bloggers.
With blogs getting serious traffic, especially from affluent young gadget and music freaks, it’s an audience that marketers should rightly be lusting after.
On a much smaller scale you saw something similar happen here in Sydney last week. A handful of music bloggers, myself included, invited for free to a gig. The free entry (and good show) was in kind repaid by coverage on blogs (see here, here, here, here and here). There’s no sneaky backroom deals struck, it’s just the nature of things, when someone does you a favour you feel obligated to return it.
I’m not claiming to be holier than thou in this regard. If a company wanted to fly me somewhere or give me free tickets or camera gear or whatever i’d have trouble saying no. And why should i? If i’m open about the arrangement, it could be good fodder for the blog. But it’s a slippery slope, where you can lose your reputation and be tarnished as a corporate shill.
I think it’s important to mark a turning point that’s happened with music blogs, the naivety has been lost and readers need to question in the back of their mind the objectivity of the blogger. It probably happened a long time ago, but this Zune thing has brought it into the open.
Dan, have to totally agree with you here. as blogging moves closer to the mainstream media – in the reach of it’s influence – then the more suseptible it is to external influences over its content.
i would have gone further and said something like “you fucking corporate shills, go die,” but your measure responsed is more pursuasive.
bloggers face the same ethical questions as all journalists do. disclosure is all that is required for the reader to decide.
well put both of you. it was only a matte of time really. in fact, it amazes me that it took this long!
Yeah I’ve been talking about this with Amanda lately too. I probably would have gone to that gig last week regardless but did getting in for free mean I was kinder in my little blurbs about the bands? I don’t think so. In fact, if you read that Brown Cardigan post you can see just because he got in for free doesn’t mean he wasn’t afraid to tear into the DJs/crowd. But someone please shoot me if you ever read on my blog a great review of a Tool show.
In regards to the Zune coverage on the blogs…did anyone else notice how all of a sudden indie bands joining forces with an massive ‘evil’ corporation isn’t selling out (referring to the CSS and Band of Horses being used by Zune)?
That sort of thing happens all the time here…I’m invited out to at least 2 shows/week, simply because I take music photos and write for a website. However, I never make ANY promises to blog about the show, but generally will if I enjoy it.
A bunch of bloggers in Toronto were recently given free Nokia 6682 cell phones, too, for a “word of mouth” campaign. There was certain criteria to qualify for one of the phones, but we weren’t required to write about it at all (although they hoped we did). I think the program has backfired on them, though, because most of us can’t stand the phone. I’ve even written that I’m not a fan of it. So I guess this type of marketing can be positive and negative.
I figure if there’s no bound contract to blog about something in exchange for tix to a show or whatever, then no harm, no foul. But there’s a very fine line between that and whoring products…a line that I’m not willing to cross, personally.
Interesting points you raise there Dan. And like Elmo said “bloggers face the same ethical questions as all journalists do”.
But the difference is that most journalists are paid whereas bloggers aren’t. If you’re not earning money as a blogger, then it’s much easier to let loose and trash something because there’s no real consequence.
But say Canon offered to give you free camera gear (say two ‘L’ lenses ;P ) in return for blogging a launch of their new model and it did indeed suck, would you blog that fact?
Good comments folks.
James – if i were blogging on my own site, in my name, i’d always try to be totally honest and upfront. I’ve been at it for too long to blow all my credibility for some short term gain. But in your hypothetical situation it would be tough. I think i’d have trouble totally trashing on something. I probably would be more diplomatic about it if i’d got some free stuff. Which is the behaviour i see coming through in the Zune coverage.
Yeah agreed Dan. If something does suck, it’s best to be diplomatic as possible when blogging because you never know who could be reading and it could bite you on at the ass further down the track. I’ve seen it happen and heard the regret stories.
I have an example of that, and self censorship.
A couple of years ago i wrote a post totally ripping in to the remaining members of INXS for continuing the band without Michael Hutchence, and being so crass as to recruit a new singer via reality TV.
When i was asked to photograph the band for a magazine cover, i went through my archives and deleted the post. Not wanting to offend anyone and jeopardise my photographing opportunities.
This doesn’t surprise me that much, Microsoft isn’t alone in wanting to harness the blogosphere
What about the bloggers who are transparent about getting junkets and the like – who will keep them honest? Is the blog community self-policing or does it need a Media Watch for blogs?
Typo police – I meant to say “What about the bloggers who aren’t transparent about getting junkets and the like – who will keep them honest?”
I’d read a “Media Watch for blogs” blog.
But i think the community is largely self policing. If anyone is found out to be engaging in unethical behaviour i think they’d be found out pretty quick and discredited.
I think the idea of a media watch for bloggers is silly. It is up for the bloggers to make good judgement and for each reader to do the right amount of research and be skeptical of what they read – whether online or in print or anywhere else.
The blogosphere and internet in general is a trustworthy source of news as long as the wisdom of the crowds is harnessed. People are still getting used to the idea of blogs being reliable sources of news, the fact that anyone can create their own media now.
Even smh.com.au have their own bloggers – does that mean their opinions are more valid and trustworthy? Of course not – no amount of training in ethical writing can guarantee honesty.
Who can blame Microsoft for trying to influence this group of new media writers? Shit I’d be disappointed if they didn’t do it. Readers will just have to get used to this kind of thing.
In the case of last week’s Candy’s gig receiving blog attention, I think it’s related to the quality of the bands on display, moreso than any sort of guerilla marketing campaign. If all of us were offered freebies to someone like Evermore (or Tool?), would we have gone and written about it the next day? I think not..
Though in general, as a fellow reader of other blogs, I do tend to question the ‘objectivity of the blogger’ more often than not. Which makes me question the motives or validity of my own blog (still in its infancy). I only started it as a means to share music amongst a handful of friends, but since there seems to be a regular readership these days, I do feel a bit of pressure to provide some sort of service.
I’m sure ‘ethics’ will come into play at some stage..
Great post Dan…
There are a lot of good points in both the post and the comments here.
Personally, blogging is very hard work. On average I’ll spend at least 2 hours a day doing various blogging activities such as posting, maintenance of the site, myspace, communication with bands etc. All that work for very little return! So why do I do it? It’s a hobby.. I love music. I’m always listening to it whether it be at work, at home, in the car, at a club – it’s everywhere and is such a major part of my life. For some reason (and I don’t know why) I get a kick out of playing someone a new song and watching their enjoyment…perhaps it’s voyeuristic, I don’t know. But I’m sure it’s the same for most of you other bloggers (how many of you like commandeering the stereo at parties?).
I think I was talking to you about this the other night Dan… If there ever came a time when blogs became mainstream media and a profit could be made, then great. I would love to give up my day job to become a full-time blogger. But that isn’t a reality at the moment… just a hobby.
In some ways I don’t blame those guys for nabbing their free Zune and returning the favour… they work hard. Since this was a first though, perhaps the more it happens they’ll harden and become a bit more critical about the next thing that come along… who knows.
For us as Aussie bloggers, I think we’ll keep each other in check. The community thing should iron out any bullshit… outcast those corrupt souls!!
Forgot to mention…
Good on you for such a great post!
I agree with the last few comments I think. Now what about this…I posted about TV on the Radio a few days ago. I downloaded the album ages ago (WILL BUY IT) and have been loving it for ages. A couple weeks ago a private promo group working with TVOTR’s label contacted me and gave me permission to post a few mp3s they provided. I never mentioned this in my post. Am I not being transparent enough? I think the fact that I love the record and would have posted something about it anyway means I don’t have to…am I wrong? Should I have?
I’m glad to see this has provoked some good discussion.
Jerry – i agree that it’s not neccesarily a bad thing for Microsoft (or any company) to be courting bloggers. Better they recognise them and bloggers get some of the exclusives usually reserved for mainstream media.
I think i just lament the passing of blogging from being a purely personal writing/publishing space, to one that’s been co-opted for commercial means. But that’s just the idealist in me. I’ve got nothing against people making money from blogging.
Pike – totally agree that the Candy’s gig wasn’t a calculated guerilla marketing campaign. But it is indicative of the way blog buzz can be generated.
Hutch – great input. I reckon we all do this out of a love for music, and telling people about cool stuff we like.
Sean – that’s an interesting predicament. I reckon you’d find that happening across all the music blogs, PR folks seeding mp3’s to the bloggers. I certainly don’t see any other mp3 blogs disclosing every time they’ve been given an mp3, so i wouldn’t feel too bad about it. I’ve been sent the odd mp3, but so far haven’t posted any. It’d make me feel like i was getting used. That said if it was from a band i loved already i wouldn’t have any hesitation, but i would probably disclose where it came from.
Yeah, the only stuff I EVER put on my site is stuff I actually really like/love. And I’m lucky that my blog has NOTHING to do with my career so I don’t have to worry about offending any potential job opportunities like some of you guys.
Did you all know that at Subway you can enjoy a footlong Turkey Breast Sub, with your choice of a variety of vegetables and condiments served on bread baked right in the restaurant in Jamaica, then travel to New Zealand and get the same footlong Turkey Breast Sub!
cha ching.
As a fellow music blogger (SF, USA), I just wanted wanted to say “good job” on this post. Very insightful, presents some serious things to think about…
I thought I’d jump in here as one of the “co-opted” parties in the Zune junket. First, props to Dan for the well-thought, well-written post. I’ve encountered other blogs who weren’t as polite (making their envy obvious) while questioning our coverage.
I agreed to participate because a) the Zune would interest my readers immensely, b) I’d get a chance to meet other bloggers and c) my site (and the bands we review) would hopefully get some extra exposure.
As a point of full disclosure, here’s what the trip consisted of: airline tickets to Seattle, one night at Hotel Max, transportation to and from Microsoft, taxi vouchers, a Microsoft visitors badge (sticker), Microsoft branded soft drinks, light refreshments, and drinks and dinner. Oh, and a Zune t-shirt and baseball cap. That’s it. No Zune. No software. We couldn’t even take pictures of the Zune.
What did they ask us to do?
They asked us NOT to mention anything about any of this until 12pm (EST, USA) September 14, 2006.
That’s it.
In fact, two of the bloggers in attendance (scenestars & tiny mixtapes) STILL haven’t posted word one about the trip. How’s that for sticking it to the man?
I don’t think the Zune coverage changed the personal nature of the blogging space. I actually think it reinforced it. Most of the music blogs who were there made references to the others in attendance and offered their personal takes on the Zune. As for the traditional press outlets, like the Los Angeles Times (who were in attendance at the same junket) they didn’t mention their trip at all. They kept their reviews full of “journalistic integrity.”
Don’t be fooled. A vast majority of product reviews you read about in newspapers and magazines, or see/hear on TV/radio, were somehow supported by the company behind the product. Writers of such reviews often received the product they’re reviewing free of charge. That’s not all. Nabisco pays the grocery store to put that box of Chip Ahoy’s right in front of your nose. Sony pays Best Buy to put Beyoncé on its endcaps (and $100K for front page placement in their weekly flyers). And in the U.S. tobacco companies contribute to BOTH the Republican and Democratic parties. Ladies and gentlemen: Capitalism.
And yes, it’s true, your favorite bloggers probably regularly receive books, gadgets, CDs, concert tickets, backstage passes, meals and more from corporations. It’s those bloggers that can continue to keep such exchanges transparent, honest, personal and immediate. Hopefully, those traits will continue to effect and influence the culture at large.
Thanks for joining the discussion Sean, it’s great to hear about the Zune/blogger arrangement from the horses mouth, so to speak.
Well said Sean.
I come from the other perspective, the nasty PR/Spin doctor side. We include quite a few blogs on our media list because lots of influential journos have their own blog and blogs are now recieving enough attention for our clients to want to be on.
Us hacks put our client’s best foot forward and it’s up the the journo to do some digging around themselves. Same with bloggers, except if you’ve been doing this thing for free for ages and this is the first time you’ve gotten anything for free you might be a little postitive about it. I’m sometimes very surprised about the amount of work a writer will delegate to a pr person.
On another note: carrying a camera into a gig early is one of the tricks i’ve used to get on the door list, and the bands aren’t too worried about where the pics end up as long as you’re spreading the word. It’s good to see bloggers getting something 4 free, and it looks like a certain band’s management’s been hard at work scoping the music blogs. Good on them and great post Dan.
Great post Dan, it’s interesting in two ways – one, through your take on the matter and two, on the responses that have been generated.
Coming from the music media perspective, the type of treatment that is now being given to bloggers is no different to what’s been happening in mainstream media for too many years to count. I can review a gig or a theatre performance and not have to pay for my ticket – it’s just the done thing. But that doesn’t cloud my judgment when it comes to reviewing that show – then all reviews you would read would be positive. It’s now that “the blog” is becoming a regular source of information for the mainstream that bloggers are getting the same type of treatment as other types of media because it’s being viewed in it’s own right as a important media outlet.
It comes as no surprise that the Zune got a high amount of coverage on blogs – after all, blogs originated as an online diary for users, so if Microsoft are going to pay for a free trip, I’m sure as hell going to want to write about it, that’s a big deal. It’s clever marketing on Microsoft’s behalf because it’s getting the brand name out. There’s nothing seedy or underhanded about it, it’s plain and simple psychology.
With the Young & Restless gig, it was helped by the fact that Y+R and Paper Scissors are two of the best up and coming indie bands in the Sydney music scene. If it was a gig of a lesser calibre, no doubt it would receive less coverage, or perhaps it would receive poorer reviews.
Alternatively, I got the chance to meet some fellow bloggers. Aussie blogging is a relatively new medium and we’re all in it for the same goal – to promote great music – so the chance to meet and network is only going to make the community stronger and, in the end, be of benefit to all those who regularly source blogs for new information and music.
Wow Dan great post (the discussion it generated is testimony to that). I think the problem is that this promotion for bloggers is it’s early stages. For many of us the idea of getting things for free is actually quite exciting. So when we don’t return the favour we feel a little guilty. But I think as time goes on and the practise becomes more common, the lure of freebies won’t be so great. Also, as someone mentioned earlier, us Aussie bloggers have a great community thing going which will lead to a certain level of accountability. Especially since promoters will often send material to all of us, so we will know when one blog is selling out. And if this ever happened I think it should be brought to peoples’ attention as we have a responsility to our readers and bias just aint cool….