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Case Study: 20 Reasons Why the Music Industry needs a .MUSIC Domain Name Extension

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Case Study: 20 Reasons Why the Music Industry needs a .MUSIC TLD Extension Case Study: 20 Reasons Why the Music Industry needs a .MUSIC TLD Extension

MyTLD's Constantine Roussos has been a force of nature in the music industry with launching a community-based .MUSIC Top-Level Domain. He compiled 20 reasons why the Music Industry can benefit significantly from using a .MUSIC domain name extension for artists' official websites.

There are many reasons why the music community needs a .MUSIC official website. Here are 20 reasons:

  1. You own your website. You have no fear of being deleted because you are being too "commercial" or violating other 3rd party websites' Terms of Service. The .MUSIC open, transparent, web-based web infrastructure and platform decreases the music community's heavy reliance on Google and Apple and their closed infrastructure and controlled distribution system for search and digital downloads respectively. Google and Apple’s main income is derived from search marketing and hardware devices respectively, where music is considered a loss leader. Google and Apple are also heavily invested in mobile (Android and iPhone) as well as in apps, where they also control distribution through their “four-walled world” and proprietary software. Through browser direct navigation search, .MUSIC open ecosystem can help shift the power from these technology companies back to the music community and increase music consumer willingness to pay. ironically enough, a .MUSIC domain will increase sales for Apple generated through iTunes as well as increase Google's bottom line because many Internet users will still use Google, even when searching for a .MUSIC-related keyword search. Conclusion: All the value chain benefits.
  2. You can claim your brand on the web and prevent others from taking your name
  3. You are branding yourself and building your brand equity, not a 3rd party website
  4. You increase your web exposure
  5. You have a stable presence on the web. You never know whether 3rd party website will exist in the future or be as relevant. What happens to all that work that you put into the 3rd party website if that happens? You helped them create THEIR brand not yours. The old MP3.com is a classic example. Artists used MP3.com as their main website but then the company was shutdown. The rest is history. How much time was devoted by artists on Myspace the past 5 years to increasing their fan/friend following? If most of those "fans" migrated to Facebook and no longer use Myspace where does it leave you? Unless you captured their email through your official site, then you are in trouble. What is popular today might not be popular in the future. You can differentiate and use social pages as tools to build relationships and customers, but do not put all your eggs in baskets that you have no control of. Drive them back to your home: your website.
  6. You control your search engine results. Be ranked #1 for your artist/band name and brand. If you have your own dedicated domain name it is easier to accomplish that. Additionally, your official website can gain search engine credibility (or pagerank) from links that point to your official site.
  7. Building your brand is a long term strategy
  8. Visitors to your website have a much higher sales conversion ratio than 3rd party sites. This point alone should remove all doubt. You get what you pay for. Do you want higher profit margins or lower?
  9. You control all the content and how your brand image is visualized
  10. You portray professionalism and legitimacy. Would anyone in the press or in the music industry take you more seriously if you had a website or if you did not have a website? First impressions count.
  11. You can funnel and aggregate all your social media and widgets in one location, where it is convenient for your fans to find information about you and interact with you
  12. You can be flexible. You can create polls and add custom sections, widgets or any modules of your choice without being limited to 3rd party restrictions
  13. You can own your shopping cart and enjoy higher profit margins
  14. You can add your own advertising and sponsors on your page
  15. You can offer unique products, bundles and competitions for your fans
  16. You build credibility and brand loyalty with your fans, by building relationships with them You can add a fan club section for your superfans as well as post on dedicated message boards to communicate and interact with your fans as well as receive constructive, useful feedback
  17. You can effectively build your online presence by link to and from all your official social media pages
  18. You can add tracking code, such as the free Google Analytics. This way you can measure your performance and see what parts of your site get the most traffic. Using such metrics can help you measure your site performance and conversions and assist you in making changes to improve your bottom line profitability
  19. You can collect emails and create a newsletter designed to keep you in touch with your fans, give them up-to-date news and increase sales. It is more expensive to acquire new fans than to maintain your current following. Recurring sales are integral to your success
  20. Invest in yourself and not others. Websites are like cheap virtual real estate property. Why wouldn't you invest in your domain name for only the costs of a few Starbucks a year? The Return on Investment will amaze you
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TLD, gTLD, music industry, music business, dotmusic, dot music, official music website, official music sites, branding

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