Behold the independent, mobile vendor Square. This is a game changer for musicians, especially orchestras. Why? Well, because with new technology comes new audiences, and if that technology is easily accessible and adaptable, then new businesses will begin to form and stay afloat. In fact, I can even sell my ‘For Orchestra’ merchandise out of my car now.
Square is created by Twitter founder Jack Dorsey, where you can simply make your iPhone, Android, or Blackberry a Credit Card swiper. CD Baby had their Credit Card Swapper. But this is different. No one feels like using paper – and why should they?
I repeatedly mention how the orchestra is in an old world. Its a beautiful ensemble, but there’s no technology in it. If new young audiences can walk down the street and buy an album from a violin street performer, then that’s awesome. If I’m walking to a conference, and someone stops me on the street and mentions they like my music, I can sell it to them – on the spot. If an orchestra is performing at an outdoor concert, imagine having a TipJar or independent mobile vendor who walks around catering to sell to new fans. No longer are vendors stuck at a table during a performance – they come to you!
Jack Dorsey launches Square
Everyone should start selling their products now. Homeless people should start accepting credit cards and paypal, so they’d have more outlets to make money, and therefore get their feet back on the ground (well they’d have to own an iPhone, but the idea is there). Orchestras should invite younger audiences and utilize the iPhone to find customers and generate sales. Street food vendors and corner stores should start accepting credit cards.
The best is that Square will remember people’s photos and emails – so your fans will be able to work with you in repeat business very conveniently. I like everything about this.
My friend Kelly Sutton once said to me “It’s about the long tail” and he’s right. The Long Tail is why Netflix, iTunes, and Amazon are the biggest retailers today. It refers to how odd and niche market products are a small audience, but create 80% of products. There are a lot more mom and pop clothing stores than there are Targets. Square allows people to sell anywhere, thus lengthening ‘the long tail’, and changing the game.
So what’s your thoughts on this for musicians? Is it a game changer? Will you be using it?
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