The Long Tail of the Internet-Finally, Something That's Good for the Jews (And All of God's Children) - Michael Kassan - MediaBizBloggers

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I'm glad the Jewish New Year is here, because do I have something to say to God.

Naturally, I'll ask for forgiveness-that's always a lively discussion-and to be written in the Book of Life for another year. And as always, I'll be thankful for the many blessings I enjoy.

And this Rosh Hashanah, I'm also thankful for Johnny Mathis singing "KolNidre."

And the Temptations singing "Fiddler on the Roof."

And Billie Holliday belting out "My Yiddishe Momma."

No, I'm not imagining things. I'm talking about...tradition!

21st Century style.

In any other time, Yiddish culture, that most marvelous of Jewish traditions that includes musical theater, Catskills comedy and other storytelling forms, would probably be extinct by now. But the infinite well of content that is the digital space has room for any niche, and bestows upon any passion, no matter how marginal, endless life. There's plenty of room for this wonderful but rapidly disappearing part of Jewish-American history, unknown to Generation LOL, no doubt, but a personal passion of mine.

Fittingly, this all sprang from a recent breakfast meeting at Nate 'N Al's with Courtney Holt, president of MySpace Music. He told me about a venture he's involved in that hit my sweet spot better even than the deli's famous matzo brie. It's called Black Sabbath and no, it has nothing to do with burnt-out heavy metal musicians on a crazy train.

But it is about music. The official title is "Black Sabbath: The Secret Musical History of Black Jewish Relations," and it is a treasure trove of tunes from the many African-American singers who covered Jewish songs in the 20th Century, a phenomenon and "rarely told American story," as NPR described it on Sunday, known as Black Sabbath. It's a multiplatform happening, including a CD and a box set released this week that's already climbing up the Amazon sales chart, an exhibition at the Contemporary Jewish Museum in San Francisco, and most delightfully, a mobile app.

It's easy to criticize our breathless pursuit of electronic pixie dust, how we race after every new online phenomenon, dive headlong and often without anywhere near enough due diligence into every emergent channel. But you know what? Some kid somewhere is going to stumble upon Courtney's little venture. He or she will listen, rapt, as legendary singers stray far, far outside their comfort zone. And he or she may learn to love Yiddish culture, just like I do.

Okay, that won't usher in world peace or solve the economic crisis. But Black Sabbath is a fascinating sliver of American history. So it couldn't hurt.

Black Sabbath, like any online or mobile offering that caters to cherished but relatively tiny interests, is a demonstration of the power of the Long Tail. A vivid reminder that digital media's niche-building impact, so obsessively pursued by marketers and agencies and enthusiastically activated by users all over the world, is indeed all that and a bag of bagels.

As my grandmother might have said, "Such a nice app."

Michael E. Kassan is Chairman and CEO of MediaLink, LLC, a leading Los Angeles and New York City-based advisory and business development firm that provides critical counsel and direction on issues of marketing, advertising, media, entertainment and digital technology. Michael can be reached at michael@medialinkllc.com

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