Do you think that small outfits should be able to market their shit at the same level/expertise as Apple?
Do you think if you had a small company would you be able to compete with Apple marketing?
What do you think the marketing budget was for Lady Gaga’s last record? Wilco? Do you think you could compete with that marketing budget?
If you’re a passive consumer of music then you are a desired target of saturation marketing. Eat what I give you, I’ll be back with more after you’ve done with that. I have been shocked at how many indie hipsters are unquestioning consumers of weak ass indie rock and how little interest they have in anything else.
If you’re an active consumer of music (and any other thing) you are not a desirable target of marketing as you have a mind of your own. You know what you like and what you don’t like, and you reject the idea that the best music is the most visible music. The most visible music is the best funded music, which is a very different thing.
Lastly, and at the conceptual level, if you’ve ever thought you’d like to do something at a smaller level — work for yourself, make something and sell it locally on a small scale — you should be the last person to be a sucker for big budget marketing because you’re not gonna have those resources when you do your smaller scale thing. The more people become actively resistant to marketing, the better lives we’re gonna lead.
The reason that the Music PR people want to control the ‘buzz’ and word of mouth is to stifle real word of mouth. If there was real word of mouth there would be a much more level playing field in the music business — your record collection would be better and your ability to be independent and do something on a smaller scale would be greatly increased.
Don’t expect small business to have the same marketing as huge companies like Apple. Be happy they don’t. Don’t be a marketing ho.