Get Local. Get Global.


A couple weeks ago, we covered one of The Orchard’s founders, Scott Cohen’s, discussion with Music 4.5‘s Charlotta Hedman regarding a music industry that isn’t broken.

This week, we follow up on Cohen’s explanation on local and global growth. As Cohen points out, “When you start to look at your markets, you have to know who you’re going after.” He follows with, “How are you going to launch things around the world if you don’t know your own market. Do you know who was number one in Spain, Germany or Ireland this week? I don’t, not that many people in this room seem to either. But if you want to break into these markets you have to.”

Cohen reiterates that in today’s industry, you must start locally and expand on that globally in order to create something with value. “…Today people have to create their own little groups, and they need to be fed,” says Cohen.

Let us know your thoughts. Do you have examples of this? We’d love to hear from you in the comments below.


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