A Midem panel session this weekend with Monkeytown Records, Sones, 8ball Music and Epitaph Records discussed using social media and new distribution channels to reach fans. One of the most interesting points: continued scepticism about crowdfunding and PledgeMusic-style pre-order campaigns. “As an established label, it always has the little effect of it looks a bit desperate,” said Monkeytown’s Ronny Krieger. “We’re quite open, quite artistic, but we didn’t want to be involved in technology and fundraising.” He also warned labels about sinking all their marketing energies into streaming services. “It’s also very important that you don’t put all your efforts into just external channels. Spotify is no different to Facebook in that respect. If you go in five years and say ‘can you send me the contact details for those 500,000 people I sent to you?’, they’re not going to do it!” he said.