If you have a long enough career in the creative industries (and most notably the music industry), you’ll almost certainly have to make a choice between “passion” and “pop”. Do you carry on doing what you’re doing purely for the love of it (probably for little reward), or do you popularise your product (maybe for more cash)?

Going down the “pop” route doesn’t necessarily mean selling out, and certainly doesn’t guarantee you the big bucks. But it’s important to know where you stand, so that you don’t fall between two stools.

Marketing expert and arch blogger Seth Godin explains it all, and with diagrams too!

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