This week, as I contemplated this blog, I was cognizant
enough to take a look at all of the people around me that were accessing
content from mobile devices. I happened to be at a party and noticed that
everyone at my table had used their smartphone to check in on Facebook.
Besides, they were posting pictures directly to Facebook as we were taking
them. With all this immediacy in mobile computing, it would be only logical for
musicians to contemplate creating mobile apps for their musical pursuits. The
question is whether a mobile app is appropriate and cost effective.
There are several things that musicians should consider when
looking to create a mobile app. One of the first things is cost. Shoutem offers to mobile app hosting that is
both iPhone and Android compatible, has notifications, unlimited usage, and
automatic updates for $49 per month. This is billed annually so you’ll pay $588
for the year. If you want Shoutem to build the app for you, you have two
options. Professional setup costs $450 and allows you to import outside
content. With the VIP setup option, you’ll get that plus “two rounds of
designs” and custom script sync for personal content and APIs for $950. Of
course, as an indie musician, your first thought is likely the route that
allows you to be the architect of your mobile app so, you’d likely forgo having
Shoutem build your app. I’ll say this, while it seems relatively easy, I have
learned that if I can pay a professional to administer services that they are
trained in, I am doing myself a huge favor. Unless you are already building
mobile apps, I’d suggest letting them set it up so that it gets the
functionality it is supposed to have and that is going to have you paying about
$1000. By contrast, Mobile Roadie will
start you out at $99 for your app and, depending on the services you add (i.e.
analytics, design packages, developer tools, etc.) your cost could go as high
as $499 per month. Is it worth it?
Marcus Taylor, guest writing for Mic
Control, suggests that musicians should weigh their audience and determine
whether they are able to recoup these costs repeatedly via music sales,
merchandising sales, and concert ticketing. Therefore, musicians who have
smaller fan bases will likely not benefit from a mobile app because the cost to
create and maintain it would be too high to justify. I happen to agree with this
logic. Any cost that cannot be recouped through projected profits is probably
one that a musician should reevaluate before committing to paying it. There are
ways for musicians to have a mobile presence without the hefty price tag.
Mobile websites can work effectively for smaller acts that don’t have the fan
base to support the mobile app costs. Of course, the ease and intimacy of a
mobile app is a bit more elusive with mobile websites but this is where
marketing and promotional savvy can be a useful tool. Plus, developing these
skills will aid you, the indie musician, in future opportunities.
The bottom line is that you want to have a stake in the
mobile arena. There is no question that mobile computing is here to stay.
People are constantly plugged in. However, if you can’t afford to create a
mobile app right now you don’t have to miss the train. You may ride in coach
for a minute, but what indie artist doesn’t?
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| photo courtesy of The Flack |
