Veronica Belmont's interview with music industry professional Ethan Kaplan

For today’s blog post, I decided to write about a video I found of an interview. Veronica Belmont “Tech Talks” with Ethan Kaplan, who during the time was Vice President of technology at Warner Bros. Records, about the music industry. Although the video is about 4 years old, I found the information valuable and applicable for today’s industry.

I feel that it is safe to say that a vast majority of us love music. In this music industry, there are opportunities for everyone that shares the love of music as well as other interest such as publishing, film, art, etc. Kaplan’s passion of technology and building fan pages (at a time where fan pages was unheard of) led him to his first job as director of technology at REM in the music industry. Kaplan advises not to follow trends, and “if you like something, and want to work hard at it, you can make it happen”.

Warner Bros. Records opened above Warner Bros. Pictures machine shop in 1958. Kaplan discusses his obligations during a regular workday, which involves overseeing all of the websites, and making sure everything is running properly. He said that the role of the entire department of technology at Warner Bros. Records is to keep the company ahead of the technological advancements, instead of falling behind like other record businesses that tried avoiding the unstoppable emergence of technology.

In today’s music industry, most artist already know that they have to have a reliable fan base that provide some sort of thrill and excitement in order to simply just grab the attention of record labels executives. This makes artist rely heavily in technology and social media websites in order to promote themselves and their music. In reference to making money as an upcoming artist, it is simply by staying connected to fans. “Tap into interest, wherever interest is”. Converting that into a valuable exchange that has a monetary figure attached to it is where the music industry is headed. Kaplan stresses the importance of technology to help fans engage in a valuable experience with their artist through websites, fan pages, merchandise, concerts and more.

“By selling their album In Rainbows directly to fans, Radiohead made more money than ‘all the other Radiohead albums put together, forever.’”

Ethan Kaplan no longer works at Warner Bros. Records as of 2011. He is now the Vice President of Product for LiveNation.com and associated properties. His personal website is www.blackrimglasses.com, and you can also follow him on twitter @EthanK.