A very, very interesting insight from Darren Hemmings, head of Digital Marketing at indie giant PIAS, about how the new Facebook News Feed is actually rather counter-productive for bands and artists.

Bands know that, in order to communicate more efficiencly with Facebook fans, they need to set up "pages". And while a page is already a bit of a (calculated) bummer as you need to take Facebook ads if you want to proactively looking for more fans, and you cannot message them, it has become an essential tool for bands. Everybody knows Myspace has passed the state of death already and most social activities are happening between Twitter, Facebook and the odd Tumblr or Soundcloud. What may come as a sad surprise is actually the level of pages actually seen by the fans: less than 7% !

The newest change in Facebook is that fast-moving News Feed as it seems to favor the amount of information rather than the quality of it. As points out Dave Hemmings: "qualitative recommendation is foregone in favour of sheer quantity". And considering we already getting only a share of the actual info (my band is great, we have a new song out, check it and make your friends listen to it as...