Glocalization (Generational Change)

I do most of my business writing on Patreon these days, but roughly once per month, I’ll put a post for free on this website. This post initially went live on my Patreon page on December 22, 2024.  If you go to Patreon, you’ll find other posts like this one.

Glocalization

In the past year, I have started to read Billboard regularly. The music industry is always ten years ahead of traditional publishing, and the music industry has already figured out how to handle the small mountain of data that each song, each stream, produces.

The fantasy-novel-sized Grammy Preview issue that came out in October took a while to get through, but it had a lot of gems. Some pertain only to my business, so I’m sharing those with the staff. There were also some lovely nuggets that I’ve posted either here (or will post here) as well as in my November Recommended Reading List.

But one article on business really caught my attention. Headlined “U.S. Artists Are Dominating The Global Charts,” the article explored the way that music crosses international boundaries.

The premise here was that in 2022, 85% of the hits on the Bilboard Global chart came from outside of the U.S. In 2023, 92% of the hits on that same chart were not from the U.S.

But in 2024, over 60% of the hits on the global chart came from the U.S. All fascinating, all important for the music industry.

It’s a change that the U.S. welcomes, of course. It’s also what’s new is old. Early in my childhood, the bulk of the music in the U.S. came from England. (British Invasion, anyone?) And then, throughout the seventies—with the exception of Abba and Olivia Newton John—most of the music worldwide came from the U.S.

That changed with the advent of streaming. Then the cost of making and marketing music plummeted. As Will Page, former chief economist for Spotify told Billboard last year, “When the cost structure changes, local [music] bounces back.”

Page should know. He and Chris Dalla Riva, a musical artist and senior product manager at the streaming service Audiomark wrote a paper on this topic in 2023.

They examined the top ten songs in four countries—France, Poland, the Netherlands, and Germany. In 2012, local artists accounted for less than 20% of the song market in those countries. Ten years later, that number had flipped considerably, with the rise the biggest in Poland, where fully 70% of the top ten songs were local.

Here’s the part that caught me…and got me thinking about publishing.

The authors call this shift “glocalization.” This all points to a growing marketplace where the power has been devolved from global record labels and streaming platforms to their local offices and from linear broadcast models to new models of streaming which empower consumers with choice.

There are still the big performers, of course. They tend to get enough press so that people will hear of their songs and sample. But, as the article points out, if Polish rap is big in Poland along with, say Sabrina Carpenter, there’s a slimmer chance that Polish rap is big in France, but Sabrina Carpenter might be.

Replace all these names with Nora Roberts and Stephen King. They have built-in audiences worldwide who are looking for their next book. But those audiences might want something that has a lot more local flavor for the rest of the big sales.

Not to mention the language barrier. That’s not as big a deal in music. People have grown up listening to music in other languages. Heck, opera would not exist without afficionados being willing to listen to gorgeous, sweeping melodies in a language they do not understand.

But reading books in another language requires you to understand that language. Translation programs only go so far. They usually lack the finesse of a translator. The good translators add their own artistry to the work. (The bad ones are…well…bad.)

It’s easier to translate nonfiction, particularly if it’s utilitarian (as in how-to books). But utilitarian books usually don’t rise to the top of the charts. Nonfiction is often stubbornly local. I do care about the political situation in France, but not enough to pick up a translated book about it or to attempt to read (or listen to) an AI translation of it.

My reading time is limited, and I’d rather use it on things that really interest me.

Fortunately for most of us, though, English is the most widely spread language in the world. In 2024, 1.52 billion people worldwide spoke English in 186 countries. Only 25% of those people are native speakers. Everyone else learned it as a second (or third or fourth) language.

And…over fifty percent of websites worldwide use English for their content.

Our books in English can and do sell outside of the U.S. and other English-speaking countries.

Which brings us to the other part of this article that really caught my attention—marketing. U.S. music labels now run global campaigns for some of their product or, as the article says, are…

…even starting promotion abroad, in territories where marketing is cheaper and fandom can be more of a social activity, before [the companies] begin a push stateside.

There was even more strategy on this buried in an article from the November 16^th issue. In a piece about the co-founders of Broke Records, there was this little gem about marketing to Eastern Europe and Latin America.

The question: Why those territories? And the answer:

Cheaper cost and these markets start a lot of trends on the internet.

The founders go on to explain that there’s a tipping point where influencers will jump on board to promote because they see the song getting bigger in other markets.

All of this caught my attention because it feels so familiar. In the 1990s, before the U.S. book distribution system collapsed, book marketing was aggressively local. Some writers sold well in certain regions of the country or in certain large marketplaces such as, say, Detroit or Los Angeles.

If those books sold a lot more than usual or if they started dominating the conversation more and more, then the publishers would push harder in other regions.

The publishers soon learned that some books did not cross over, not matter how much money was put behind them. Others took off quickly. It was predictable on some level—local authors tended to sell best in their local regions—but not predictable in others. Why did gentle contemporary fantasy sell well in the American South, but not in big Eastern cities?  No one cared enough to put in the legwork to get the data, in those days before computers.

Now, that information might be available with the right kind of market research.

While we would all like our books to sell equally well in every single country, that’s not going to happen. (Remember that there are 186 countries where English is spoken. There are nine where English is not spoken much at all.)

The key here isn’t to become a dominant worldwide bestseller, but to use the data available to us to see where we’re doing well. If we can target those areas where our work is already selling, then we might be able to leverage that and increase the sales.

The increased sales will lead to all kinds of other opportunities, from licensing games and other products (even local films) including—you guessed it—some kinds of translations.

I love this term “glocalization” because it breaks down the gigantic world into bite-sized pieces. With the way that data works these days, we can actually view these pieces without doing a lot of guessing about them. You’ll know if your books are selling well in Australia, but not doing well at all in Austria. Or vice versa.

And if you have limited marketing dollars, like all of us do, you’ll target places where your name is already familiar…unless you want to grow your work in a part of the world that is similar (you hope) to another place where you are doing well.

Also, a lot of online distributors have targeted ad-sharing and/or marketing opportunities. You might want to take part in a bundle of ads that focus on the Sydney area and not do a similarly priced promotion in London.

It’s your choice, which is, in my opinion, fun.

If you do this right, you can also adopt the right mindset. Instead of saying, Yeah, I’m a bestseller in Italy but nowhere else as if that’s a problem, understand that being a bestseller anywhere is great and work to grow your audience in that country—as well as worldwide.

Yes, we’d all like to be the biggest bestsellers in the biggest markets in the world, but that’s not really happening with any writers any more. Glocalization has hit us all. A book might take off, but a writer rarely does these days.

Things are changing, and in a way that we can all understand.

Realize, like the U.S. music labels have after their banner international year of 2024, that the success is due to a confluence of events, not to their increased marketing.

As the first article notes:

Executives contend the uptick is partly due to random chance. A surfeit of American heavy hitters including Lady Gaga, Beyoncé, Billie Eilish, Ye, Ariana Grande, Future, Taylor Swift and Post Malone have dropped albums this year. At the same time international powerhouses…have been quiet.

Random chance. That’s all we have. So write your work, market it everywhere, and then look at the data on occasion, particularly when you have marketing money. Give your marketing strategy some thought.

Just accept where you’re at and figure out how to move forward—without taking too much time away from the writing.

Because that’s all we can do.

 

“Glocalization,” copyright © 2024/2025 by Kristine Kathryn Rusch.