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We recently wrote about iTunes new(ish) Ping platform, Apple’s own stab at social networking. Apple trumpeted a rapid take-up rate claiming that “millions of users” have adopted its new service which allows you to “follow your favourite artists”. However recent reports suggest that arduous sign-up procedures and a neglect of the indie sector means that only 2,000 artists have signed up to Ping, with many suggesting that this signals the failure of Apple to capitalise on the gap left by the ailing Myspace.

But is that really the case? Are artists truly clamouring at the gates of Ping, howling to be let in and lamenting the cataclysmic loss of sales which results from their exclusion? I suspect probably not. And there are reasons for that.

Something to remember #1:
Let’s make no mistake about it. The purpose of iTunes is to sell stuff. It’s a store, not a social network. All the social media decorations of Ping are only that, decoration. iTunes’ core is not social, its core is commerce, and there’s nothing wrong with that at all.

Something to remember #2:
iTunes already offers ‘artist pages’ which are distinct from Ping profiles.

With those two points in mind, let’s take a typical indie artist and think about how they may approach the relationship between iTunes and their fans.

Danny Byrd is signed to large independent dance music label Hospital Records. With a solid underground following and recent top 40 success he is exactly the sort of artist best placed to take advantage of everything Ping offers. But why would he push fans to his Ping page rather than his artist page? Here’s a quick comparison of the two iTunes points of presence for an artist like Danny.

Ping profile

Artist page

Discovery
Danny Byrd artist page: www.itunes.com/dannybyrd
Danny Byrd Ping profile: http://c.itunes.apple.com/gb/profile/id-10926

Can I listen to Danny’s music?
Danny Byrd artist page: Yes
Danny Byrd Ping profile: No

Can I buy Danny’s music?
Danny Byrd artist page: Yes
Danny Byrd Ping profile: No

Can I read Danny’s biography?
Danny Byrd artist page: Yes
Danny Byrd Ping profile: Yes

Easy to share on Facebook / Twitter?
Danny Byrd artist page: Yes
Danny Byrd Ping profile: No

“Listeners also bought / like” ?
Danny Byrd artist page: Yes
Danny Byrd Ping profile: No

Alert me when the artist has new music?
Danny Byrd artist page: Yes
Danny Byrd Ping profile: No

and so on…

Framed in those terms why would an artist ever direct fans to their Ping page?
If we assume that, when given the choice, an artists priority is to sell their music rather than create yet more shallow social network ‘relationships’, (which are notoriously difficult to convert to sales, despite what excitable social media ‘experts’ may try and tell you), they will opt for sales every time.

At the risk of suggesting the obvious, iTunes need to either give Ping profiles the same functionality as artist pages, or better still, melt artist pages and Ping profiles together in order to avoid any confusion at all. Why have more than one port of call for an artist?

Myspace is about to fall, and if Ping can get it right they will clean up in the ‘artist page’ space, but only if they clarify their vision and recognise what makes artists tick. As it stands, Ping needs artists more than artists need Ping and that’s not a recipe for platform success.

It’s been some weeks since Apple launched their iTunes-based social network, Ping and negative criticism has been quick to fly.

Chief among complaints has been the lack of interoperability with other social networks, caused mainly by Apple’s early falling out with Facebook over terms of access.

While it is undeniably true that increased social portability would aid Ping’s profile, (and therefore iTunes sales), across other platforms, that portability is only as useful as people’s propensity to use it.
Apple may boast a stellar take-up rate but a glance across most arenas of commentary reveals less than glowing reports.

swolfe: So sad that #itunes #Ping won’t let you “Ping” about a track that is not in their store. What an asshole-ish thing to do

rick_wayne: Does anyone really use #ping or is it still a gimmick attempt to increase #iTunes sales?

DjSlickD: iTunes Ping…… Please make this better Steve Jobs!! Us DJ’s & Artists need something incredible an easy to work with!

MKinTO: @Social_Net_Pro I love #apple,but I think #ping is a clear example w/ social media, if you don’t start asap, you will spend 4ev catching up

homeinmyheart: Nah, itunes #Ping, I already got a #lastfm

tantrumbang: Does anyone use itunes’ #ping? What’s the deal, pure marketing or something useful/fun?

ZayTizz: I dnt know y I jus downloaded #Ping like I dnt have enough shit to keep up wit :/

mortennicolay: #TOOL missing from #itunes, #ping equals waste, #art wins

Dean_life: Bye #ping I never used you.

dougdaulton: So, Ping needs a “find friends” feature like FB, Twitter, etc. to become a real social network

chrisduque1: Been using #Ping setting up profiles for clients. Not very impressed….

Michael8192: When #Ping and #Facebook integrate, then I’ll consider using the service on a regular basis.

MzMusicBusiness: I don’t know if I like the new iTunes #Ping thing..

Not wanting to criticise prematurely I’ve given Ping a fair crack since its launch and, aside from the, (fairly obvious), complaints above, it strikes me that Ping’s main fault is that it’s just not much fun.

Given that music is something that enriches our lives to such an enormous extent, (in fact a straw poll of the office revealed that 95% of pollees would rather live the rest of their lives without comedy than without music), it’s surprising how boring it can be simply watching people reel off lists of tracks and albums into Ping. Sure, there’s an element of recommendation, but that alone is too scant to hold one’s interest for very long and encourages no meaningful feedback at all; “it’s like shouting into a well”, as a friend described it. It very quickly becomes clear that the context wrapped around the music postings in other feeds such as Facebook or Twitter enhance and inform the musical content and bring it to life in a way that Ping is simply failing to do. The whole platform just needs to be more fun, it’s as simple as that.

Here’s a free idea, Apple. If you’re not going to allow the usual social media frippery that makes up the core content on other platforms, how about you introduce a simple game mechanic, where iTunes tracks the music that you recommend and rewards you with free downloads when, say, five people buy from your recommendations. This could escalate users to ‘mayorship’ (a la Foursquare) or ‘Guru’ status, with leaderboards etc…. You sell more. People get free stuff. Everyone has fun.

Have that one on us.