It’s only just occurred to me that the bratty-sounding “take THAT!” is probably how the boy-band’s name was conceived. How crap is that? It’s like naming name a band “your mum” or “ner-ner-nee-ner-ner”.
Moving swiftly on. Take That (the group) is important to this post.
I went back home last weekend, so at 8 o’clock on Monday morning I was standing on platform 3 at East Croydon station, waiting for my (very delayed) train back to Brighton, with a copy of the Metro in my hands. Its advertising cover this Monday was an advert for Take That’s new album.
Naturally, I got excited! And I’m not even a Take That fan.
I got excited because – look! Take That has signed an exclusive deal with Google! That’s exciting! What’s even more exciting is that Polydor Records (a subdivision of Universal and the record label that Take That is signed to) probably signed that deal on Take That’s behalf, which means Universal is finally beginning to understand the growing importance of music streaming to the industry.
Also, Google Play? I’d honestly forgotten that it existed. It’s clear that Google is trying to make its presence felt in the world of streaming, first with the unveiling of YouTube’s Music Key, and now with… well, Take That.
Even if you despise the group with all your being, it’s important to remember that Take That is huge. What Google is doing is taking a whole new demographic and introducing them to streaming music and – more importantly to Google – introducing them to Google Play.
As someone commented when I posted the above picture on Facebook: we’ll all be buying Google Play subscriptions for our mums this Christmas.
By targeting an older audience in this way, Google is targeting the people with money; with disposable income. Despite disliking Google and its attempts to monopolise the entire internet, it’s also interesting to note that Google Play is second only to Nokia in its per stream payouts. And despite Google Play having a much smaller record collection than other streaming services, it only requires 10-15 streams of one song to match the royalties from one iTunes download.
If it is Google that takes over the music streaming market (the general consensus is that one model or another will push all the others out at some point), it could actually be quite good for artists.
Side note: The new Take That album is called III. Paramore sort of already did that when the Farro brothers left. They’ve got matching tattoos.