This has been an interesting week. Early in the week, an ex-student sent a recommendation for a music video out on Facebook. I don’t usually watch those, because there are such differences in music these days, and so much I hear from younger people is either un-melodic and offensive rap, or something approaching mere noise. I’m not saying they’re bad; I’m saying I don’t have the “ear” for them. This one was different. I recommend doing a Youtube search for his recommendation, Charlie Pluth and Emily Luther singing Adele’s “Someone Like You.” It blows away the original, and what what makes it fascinating is that apparently Charlie regularly records the sound in his room, and this version shows two very attractive, very innocent looking young people just sitting in a living room and singing. And wow, can they sing. What’s more interesting is that their video went viral because it and Adele’s song are so good. There was no hype, no record company, no long tour with Springsteen, just two talented kids in a living room. Eventually the video got to Ellen Degeneres and she featured them on her show after getting Adele’s generous permission to sing her song. Then Ellen signed them to a record contract, and I’m sure they will do well (with or without the contract, I believe).
This viral video reminds me of something I read about five years ago, a book called An Army of Davids. It documents the growing probability that large corporations, especially trendy ones like record companies and booksellers will eventually be driven out of business because of their enormous pressures for profit, their expensive infrastructures, and their lack of creativity. It has already happend to B. Dalton, Crown Books, and a growing list of music stores. They can’t compete with kids in a living room, the internet, and Amazon. There are good viruses out there.
That’s part of the reason why I chose to market my book Hibernal through Createspace and Amazon. The publishing house game is “fixed.” When I published my first book, The Newman Assignment, my dealings with the publisher were not of any mutual benefit. No royalties, no reports, and corrections I sent were either ignored or hand lettered, if you can believe that. Of course, marketing through Amazon means I won’t have any life-sized cardboard cutouts of my book at Barnes and Noble with stacks of books nearby to satisfy the hype, but I’d rather sell “long and slow,” preferably by word of mouth. If my book is good, readers will eventually hear about it. If they don’t buy it, it wasn’t good enough. Of course I’m still dealing with a large corporation in Amazon, but the difference is, it is working for me. I buy only the services I want and they’re not telling me what to do. They are making a trailer video for me, but I get input and approval. This could be a good virus.
My daughter, Ellie, is finding the same thing. Her idea about teaching writing in her high school by having students “Be the Source of” (love, a compliment, a breakfast, a favor, a dollar to a stranger, a thank-you) and then writing about the experience – has gone to other schools, other parts of the country, and soon, other parts of the world. She’s been interviewed, linked to other blogs, and given free web design time by a professional who often charges up to $10,000.00 for a web design. She uploads her own videos, samples from her students, comments, and plans for the next week. If you’re interested in something educational and good, check out bethesource.com. It will be worth a couple of minutes. No corporation is involved.
On my birthday, (61 last week!) Ann and I walked down State Street in Madison and saw a young guy walkiing his bike with a trailer and cardboard sign. “Hey,” Ann said, “You’re the muffin man!” She had seen it in an article in the free Isthmus paper. He bakes a batch of muffins every morning and rides around Madison, giving them away to anyone who will barter for something on his cardboard list. You may give a stranger a back rub, sit in a coffee shop and introduce yourself to four strangers, or in my agreement, teach someone how to play a musical instrument. He is the source of love, and his bartering is going viral. There are good viruses out there. They’re in the streets, in free papers, and online. Your friends will tell you about them.
