Dillon and husband Sam Lakeman, who backs her on acoustic guitar and produces her records, have this to say about the time they spent with Warner during the 1990s:
... although they look back on that period as an essential step towards affirming their strong musical tastes and developing their songwriting craft, it was full of frustration and the constant pressure from the label to have commercial success. ... But by 2000 they had parted company with Warners without releasing a single track and in stark contrast to their recent recordings with the label began working on an album of mostly traditional material which they quietly released on an unsuspecting audience via Rough Trade Records.Their contract with Rough Trade, an indie label, lasted until 2008 and gave them more creative control. During those years Dillon's career took off. She has won awards including the Irish Meteor Award for Best Female Singer, and her concert tours have taken her to the United States, Australia, New Zealand, Japan, China, South Korea and Singapore.
None of which would matter to you guys, except for this: I got that information off of Cara Dillon's website. I wouldn't know about her if I hadn't seen her performances on YouTube, which I found when I was doing keyword searches for a couple of songs I wanted to learn. You can learn something about international niche marketing by surfing around her website and her MySpace page (click on "Store" and see what's there, for example, altho' you don't have to buy anything)! See if you think the Internet has changed the way [Cara Dillon and her husband] reach their audiences in an era of 24/7 communication and niche marketing? Ask yourself: How does the "long tail” fit into the picture? Where would Dillon's blend of Irish traditional music and acoustic guitar fit on the cute little long tail frequency distribution graph with the dinosaur that we looked at in class? Up toward the head? Out on the tail? How far out? Do you get my drift?
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