GrindEFX

Forrester Research recently released a report that lays out a “radical vision” to “save the music industry from the current Media Meltdown it finds itself in.”

While the actual report is only available to Forrester customers, the company’s blog reveals that the plan involves broad “music release windows,” similar to the chart on the right. “Premium” content is released first, followed by a “mainstream” release at a later time, and eventually wide dissemination to free and “feels like free” services.

Judging by comments on the Forrester blog and elsewhere, many scoff at the idea of regaining content scarcity through this staggered release approach. “What about pre-release leaks?” they ask. True, the industry has increasingly bumped up release dates of albums – Jay-Z’s latest came out three days early today – in part to combat the problem of early copies leaking onto the internet. But it’s important to keep in mind that large swaths of music listeners are not running around downloading leaked copies of albums off torrent sites.

It is also counter-intuitive when one looks at the movie industry and how the release cycle of a typical movie – which has been staggered between theatrical release, dvd release, and television release – has shrunk over the last decade or so.

I’m guessing, though, that the example illustrated in the graphic above is just that – an example. Rather than a one-size-fits-all solution, Forrester is suggesting an approach to music that doesn’t revolve around the traditional album release cycle (release an album – tour – repeat next year). They propose shaking off the “strait-jacket” of the album and thinking of all content generated by musicians and bands as product (backstage footage, mobile apps, merchandise) in order to create a “continual artist-fan relationship with artists delivering a steady stream of creative output.”

Sound familiar?

It sounds a lot like what the major labels had been talking about earlier this year at a 2009 NARM panel. And that discussion sounded a lot like what we here at GrindEFX have been saying.

Ditching the album format as the default container for music and releasing smaller blocks of music more often – that’s the 3P concept.

Building a continual artist-fan relationship to make money outside of selling non-scarce recorded music – none other than CwF + RtB = $$$.

So, while not exactly radical, Forrester’s report does indicate the direction the big players in the industry are heading toward, as well as validate what many of us on the sidelines have been saying.