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Sidestep and Twist by James Gardner

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TWISTS ARE PLATFORMS

When you think about it, Dispatch (in common with any recording artist in the post-Napster era) actually has two groups of customers: those who like to listen to recorded music, and another who like to participate in live performances. The more people in the listening group, the larger the performance-watching group becomes.

By moving the price/performance curve as far as possible to the left, Dispatch ensured the largest possible market would be interested in tickets to their live performances. This strategy was very successful: the band’s final official performance drew a live audience of 110,000 people, and was documented in a feature film, The Last Dispatch. It was the largest independent music event in history then, ...

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