aTypical Joe: a gay New Yorker living in the rural South

Tuesday, July 11, 2006

Chris Anderson: Hits aren’t dead!

I never thought he said they were, but folks seem to think that’s his theory. So today he says it as cleary as possible, Hits Aren’t Dead. Hits Aren’t Dead. Hits..

As I see it, there are essentially three kinds of hits, which we can call Type 1,2, and 3:

• "Top-down" hits created by the usual hit-making machine: major labels, major publishers, major studios, etc. Those fall into two categories:
  • Type 1: Authentic hits: products that are excellent and resonate with a broad audience (think anything from Coldplay to the World Cup). These start big and stay big.
    
    
  • Type 2: Synthetic hits: lame products that are marketed within an inch
    of their life, sucessfully getting lots of people to try them even though they’re probably sorry they did. (think Garfield: A Tail of Two Kitties). These start big but quickly plummet.
• Type 3: "Bottoms-up" hits, that rise on word-of-mouth and grassroots support. (think Clap Your Hands Say Yeah or March of the Penguins). These start small and get big.

I think Type 1 hits will continue to do well. Type 3 hits will do even better, since the web is the greatest word-of-mouth amplifier ever created. But Type 2 hits will suffer, as the consumers spread the word of their suckitude faster than ever.