Music Industry's cry in panic.
1999 was the year when the topped with giant album successes for both the Backstreet Boys and the new pop phenomenon Britney Spears.
But the following year elected Dodd and Max Martin to stop Cheiron. There should be something new.
At the same time Denniz Pop died two years before, and with him was part of the spirit passed away.
Moreover, the music industry is changing, and Dodd was about to change with den.Plader sold not in the same quantities anymore and illegal digital music distribution over the Internet became a scapegoat in a music industry that is slowly beginning to panic.
But not Dodd. He started a new company with the world's second largest record label, Sony Music, and began to make television concepts.
"There was one who told me that there were three and a half times as many people and so 'Big Brother', as it ran at full blast, which was watching the World Cup finals in football - every single day. And then I thought: Holy shit a pipeline to be directly to people. And then I start fiddling with the TV. "
And Dodd did not think much of it græde in panic who in the music industry went to as records sale downturn.
"The opportunities to get his stuff out in the world are greater than they ever were. There are plenty of opportunities that were not there ten years ago. So you can sit around and suck up that you might sell half of what we sold ten years ago, but people do have a huge appetite for music of all sorts of other ways. It just gets consumed in a different way, and you have to be flexible. Over here, the course among others figured it out with 'cross branding' where Jay Z has his clothing line Rockawear and Puffy has his Sean John '.
Pop stars who use their fame to start businesses themselves as promotional frontman, is now more the rule than the exception.
From shoes to perfume to energy drinks. The stars sell branded as live advertising banners, but the question is whether pop music is a form of marketing.
"It is a difference compared to earlier. You do not afford to be so delicate with respect to how to sell his music. Earlier there were also looked down on that one put his music in commercials and TV shows, etc. Now, I think most are very positive about it. There are many who passed on the way. Also by example. computer games, "said Martin Dodd.
"Earlier people bought an album. It was a full meal, and people were filled. Now I think that music is consumed more in context with other things. You can sit in Timbuktu and build a huge fanbase on MySpace, Facebook and YouTube. The creative process has been expanded with the whole hand now, and it has also been a part of the industry. "
He says it with enthusiasm.
But also with a shake of the head towards the part of the record industry, which has not yet converted into popmusic new terms.
"We have huge problems in the music business, but it is structurally. Record companies must sign a contract with artists to more complex structures, for they are forced to use other revenue channels. And then they change the way they launch things. There is every possible going on right now. And lots of people get fired, "he says, not condescending, but declaratory.
And the art?
It's hard not to get carried away when he dissects the music industry's development and even give it - if not a happy ending - at least by a contagious optimism.
So much so that one almost forgets how the record company man Martin Dodd fits perfectly into popkritikerens image of the evil businessman who dilutes the music with sophisticated business plans and profit optimization.
Where is the music, soul and emotions over in pop music that is made in order to market soft drinks?
"We should try to get beyond the thinking perhaps especially, in Europe where you make music because you have something inside himself that one must care - where the music should be a process that is virtually therapy-like in contrast to that there are people who pay money for one to entertain. Care should be thinking about what to give his audience. And I think that applies to all genres. "
Some will say 'what about art?'. What if the good will express his feelings?
"But why do these two things be opposites? I think not. It is that one should be bothered ... all those reviewers, where you must fit into a role they have inside their head before you have something credibility. It's not true. It's those who are confined when they can not see any content in other people, "said Martin Dodd.
»Norah Jones, Britney or Amy Winehouse - it is profoundly different things they stand for, and if you have some pre-programming in her brain that you have to be in a certain way before it is culturally justifiable, it seems I almost have to say more about the notifier, other than the artist. Amy Winehouse is sat'me fantastic, but I also think Rihanna is. "
What is it that Britney can?
"She is focused like no other. And then people just dedicated to her in a way that goes beyond whether they think she's doing a good record or not. If she was not someone you just could not take my eyes off so it would be gone to his mother again. "
But probably also some musical side? Otherwise, she would just be Paris Hilton?
"It's funny that you say 'just'. So you've already laid out what is most important. But I think quite differently. I think that Paris Hilton is Paris Hilton, and Britney is Britney, and they're both damn good at being what they are. I think that 'The Simple Life "(TV show with Paris Hilton, ed.) Is totally fat-TV. She can do a television show that people can not help but watch. It is indeed a talent, I think. "
You have surely earned the money you need. What motivates you today?
"It's probably because you have something inside himself, where you think it's great fun to see some idea or a composition function and become a reality. That function does not have to be to sell 10 or 50 million. plates. It may be that it just works in the genre. To complete it. I think it is very entreprenørisk '.
Are you ever stop?
"If I get married and have children, I would like to be the housewife, but there must be another purpose for it than just to relax and sleep late. There must be a family purpose. It would be nice. "
He says it with a small and easy smile, so you actually believe that he will enjoy it. But while it seems also as if the 40-year-old Dodd has also set up at that time may never come.
The suitcase may never be unpacked.
"I think it is part of a price you have paid. It is o.k. In the last few years I started to think that there are more important things than being completely absorbed in these things. "
He thinks about.
"However, I also believe that you have to be absorbed. I do not think you can do it half-heartedly. It really is all or nothing, and you throw yourself into it heart and soul. Yes, I would then like to take a half years to Tibet and picking flowers and looking at the stars ... But what about those you have promised solemnly that one will knock their stuff through? '
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