We have come to a time where major
conglomerates rule the airwaves. They own the radio stations, the concert venues,
television stations and studios, the film studios, the film distribution companies
and the screens the film are shown on.
While our new technologies have been an amazing tool for many of us, there is
also an overwhelming amount of noise; simply put: does having ones music on thirty
websites really do anything for an artist, for the industry, or for the consumer.
In your opinion, what do you think is really needed in order to create an important
change in the industry, that will allow consumers to really connect with their
fans, and for the fans to really make a difference in the development of new talent.
Answers (to date)
There are independent websites and radio stations. Certainly people can
take advantage of them. It is also possible that major conglomerates have
programs for unknown artists. I think everything can help spread the word
on our craft.
--Anne Leighton, Publicity and Media Consultant
This is not an easy question to answer but it seems to ne that most new artist
are sold through promotion and public relations.I do not think being on many websites
is the answer.We must find new ways of making people aware of our work.The problem
is people are out for themselves even many good artist and there has to be a way
to pool our energies and resources in reality not with positive jargon that is
just a hype.We need to find a joint venture to allow others to come to the market
place and have people know about them Economics is a key factor.Do we collectively
have economic power to make a difference to make our complaints known so
it gets mainstream publicity and attention.The Star system of today that just
promotes old artist and acts and allows little room for the new in economic terms
has to be broken up.People are starving for inspiration.The world need new musicians,performers,artist.
We must find a way to reach the public and create new distribution channels besides
the internet.Labels for independents,Distribution avenues and a whole new radical
approach to the whole mess must be created.It is critical.A board needs to be
created .A cross section of people to determine what hits the market place.It
just can not be everyone.There has to be some selection or a lot of garbae will
hit the streets.There has to be some filtering system that is fair and that works.
Stephen John Kalinich, Songwiter and Lyricist for the Beach Boys and Others
Firstly, I firmly believe that it's crucial for artists/bands to be on "thirty"
or more websites, for awareness and brand recognition. This is a business
and if you aren't in it to make money, you shouldn't be trying to do it full time,
make it a hobby. If you are in it for a career and business success, then
you need to build some type of widespread awareness to your product (which is
your CD). If I say "what's the Nike slogan?" whether you're 5 or 75
years old, you'll reply "Just Do It." Nike has millions of dollars,
indie artist don't, so you must utilize as many resources as possible. Repetition
is the mother of learning and if you're name/face and songs come up on website
after website, people will get to know you and if you're good (subjective to opinion)
they'll catch on to your artistry. Result: You will then sell CD's. So be
objective and selective, post yourself up, get reviews, get Internet radio play,
the good sites will stay online, the rest will tank so ultimately the public/Internet
traffic decides the fate of the websites but that doesn't dictate your career
direction!
Secondly, the only way a real change can occur is if we have a better business
model created. The major labels need to recognize and respect the importance of
the artists and it's customers and then build, through information, an awareness
where the consumers can then respect the artist and record labels (is that even
possible?). An artist can survive without a record label but labels can't
survive without artists, they would be out of business. Can part of the problem
be the lack of "old school" artist development? Let the artist
grow with their records, tours & fan base and then continue the momentum.
Sounds like an indie artist doesn't it? We rarely see that in major labels
anymore. It's a "what have you done for me lately" mentality across
the board with labels, even some artists and fans as well. Also, you need
to put out great product. People always have and always will pay for quality
items. Eminem sold millions, Dixie Chicks too. How in the age of downloading
can that happen? Quality product in their market that spilled over into
other markets. Mass appeal. Understand, as a business, the labels unfortunately
have to put out what they feel will make a quick return and reap them great rewards.
A car company doesn't design a car that appeals to one person. That's why
if you got turned down by every major label yet go on to sell several thousand
copies of your indie CD, they'll think you're the hottest thing and offer you
a better deal this time around then you would have originally got offered. Supply
and demand, business as usual.
Remember, the only thing that separates a major from an indie is money, so find
someone who thinks you're great, have them invest in you, then reinvent the game
and if it works, people will follow. Be a leader, meet opposition, rise to the
occasion and make a difference!
--Rob Liano, Rhythm Tribe Productions
I believe the internet could be used much more effectivly. If there was a portal
where an artist could upload images, a bio, mp3s, that was more than just a portfolio
site and more of a community. There is a site called one model place which has
changed a large chunk of the modeling industry. It is a portal where models and
photographers can meet and share and network and grow. But it is largely community
based and has become a natural place for the cream to rise to the top. It has
become a top scouting place for new models, Maxim, Stuff Playboy and many other
clients are going directly to it to find talent. But through the digital system,
it naturally brings the hard working and the more talented models to the top.
Now, to use this is an example is only because what is different between this
and all the music sites is it is a portal which is far more interactive and community
focused. The internet can be used as a hatching place and a place to see which
artists are working harder to reach their fans, build fan bases and so on. There
needs to be a central portal which everyone knows about and where all the artists
and industry folks alike can all know it is the place to go. There the artists
who work hardest will naturally rise to the top. By downloads or traffic or hits.
The largest issue I have with the internet and music at the moment is the lack
of a portal which is centrally organized and not used for flaming. The difference
between one model place and the majority of the sites out there that are currently
music sites is that the flaming is cut off and if there is someone being destructive,
they are removed. They have a group of watch dogs who try to keep the focus of
the portal on connecting, growing and sharing, which should be the focus of any
portal.
As far as change within the industry, there are many things that need to be changed.
But let's start with the artist. I think many artists just are not willing or
are not educated enough to understand the power right under their hands. Many
artists think that they should be given a record deal because they are amazing
without realizing that you have to pay your dues. When artists do a demo and it
gets rejected by the labels, they point fingers at the labels as opposed to understanding
that the labels are a business and in order for them to take on an artist, they
have to believe that it will be a good bussiness investment. Then many artists
sit around and complain about the fact that the industry is so bad. The truth
is simple -- as an artist, a musician, a creator, the best thing for you to do
is to go find your fans, build a website and build a fan base. You can use
the internet, you can get your music on college radio, you can take out ads in
magazines. You can do this all on your own if you want to or you can hire someone
to do it for you. What would be nice is a place where all the indies could come
together digitally and share information, inspire each other and then people who
are professionals in the business and those who are the leaders could and would
be willing to share and help educate the artists. Call it a digital school, where
new artists or creators could through the internet and digital technology be educated
on how to do things themselves. A virtual development. In fact, if you created
a place where you could do virtual artist devlopment through the web and by using
streaming video, flash, and other means of ways to educate artists on everything
from how to build a website to how to get a record produced to how to produce
it themselves, I think it would save lots of time and money for everyone involved.
Give the artists the education and the knowledge and then sit back and watch because
the ones who have it and who really care will use it and then turn around and
create something. Then, if there is a space for them to share their creation
with the public and/or the digital a&r group, they can get instant feedback.
What is missing from the industry is artist development and it takes time for
an artist to devlop. There needs to be a place that is interactive and that
has a community as well as a way for people to grow and to get feedback. There
is none at the moment. I am aware of lots of message boards which seem to be used
more for gossip and flaming than for help. There are places you can post mp3s
but that is even an animal that seems to be dying out or not of much use. Getting
fans to a website is now not an easy task and keeping them there is harder.
I believe that if there are amazing, talented, driven, cutting edge people that
the majors would be willing to put them out, someone would because I believe that
the reason they haven't isnt because the industry is so bad, but, rather because
most of my generation spends more time complaining than doing anything. People
will support artists that move them, and in order to move people now, if it is
not based on something real, it has to hit us below the belt with either sex,
violence, anger, rage, or something else that shocks us. I feel the industry has
moved further into shock value because people only seem to react to two things,
shock and something so real that it makes you think without having to shock you.
I believe the only way for the industry to change is for everyone to stop pointing
fingers at each other and come together. Those unknown unsigned artists should
first and always look at what else they can do before they blame someone else,
or maybe they just are not commercial and never will be and need to accept that
and focus on the niche. The major labels are always looking for something new
and real, but it has to be something they can market and sell. The only way for
the industry to change is if we change as indiviuals and start looking first at
what we can do or change or give first. Music is about giving something
not getting something. I feel in many ways that has been lost on both sides of
the fence. The majors will never go away, pop will never go away, but now we have
new ways. There is still college radio, still internet radio, and still
venues that cater to artists who are not top forty pop.
I started on mp3. I worked the system. I got lots of downloads and was in the
top of my genres. Then I got an indie label deal. I then took matters
into my own hands and have and continue to get the album on to college and internet
radio. The album is now being played on various stations both radio and internet.
I created a home base and I collect fans. But needless to say the reason it gets
out there is because I, the label and my assistant make sure it gets out there.
Now people are showing interest in me, but it wasn't until I did the work and
continued to pay my dues. Music is the hardest business in the world. It
will never be easy and we have to understand that to make it in the music business
is like winning the lottery, but that all depends on how you see making it.
Enough people are talking about this and want to do something. It is only
a matter of time before it happens and change will happen. I don't think we can
completely understand how or what will change till it happens because we are dealing
with a new animal. The internet is an amazing tool. It is just a matter
of time before someone stops talking about it so much and just does it. I don't
think it's so complicated or difficult. The cream will rise to the top. The internet
creates a way for all of us to connect directly. Artists can control their
media more now than ever, and if they create something that is amazing, the big
media cats will offer them a way to funnel it to the masses. The issue is where
is that amazing music? more than where is the channel? I believe the moment something
is created that is amazing, if the artist does all he or she can to get it out
there, it will get out there.
It's all about all of us taking responsibility to do all we can for ourselves
and to get our music, film and so on exposed to as many people as possible. It
is the responsibility of the industry people and a&r people who want to see
change in artists development and education to work together to do something and
create something to do it. It is the responsibility of the heads of the major
labels to put out music they believe in. But I would advise the creation of a
digital community with people who monitor it and keep it clean from flaming and
destruction as well as having offline meetings and summits, and a nice large digital
education system so artists can't complain that they don't know anymore. All could
be done fairly easily if people were all willing to work together and give and
not expect anything in return right away. There needs to be a way to bring things
together and make sense of them. RIght now it is like a big web of fragmented
pieces on the internet and it is hard to really do anything with it besides collect
a few fans and have a place to host music.
Bring the strings together connect the dots and build a place where it all makes
sense. Create a space where the cream will rise to the top, where education
and knowledge are shared, and where there is community and communication-- Jillian
Ann Durgin, Artist/Model
Steven, well said. I side with the point of view Miles Copeland III has
long imparted: “to effect a system whereby new talent is given
ample opportunity to emerge�- that this system to keep stars bigger
and bigger at the cost of more talent being given opportunities is an outdated
mode for business in this new technological era and all that makes possible for
emerging talent. Obviously the people controlling so much see the power
of these vehicles or they would not seek to control- thusly limit- what
is possible!. And as long as they continue to dominate what access is limited
to artists- we can expect more of the same to be the business running what is
possible for anyone they don’t sell.
Read last week about Seagram’s CEO Edgar Bronfman Jr. to buy
TIME WARNER’s entire music biz’, look at
the men involved, Thomas H. Lee, Haim Saban...Vivendi’s purchase
of Universal Music. EMI if offering 1 billion...and what decides all of
this? REGULATORY UNCERTAINTY? What impacts that? Globally, music
revenues have declined 11% in the first half of this year, with more expected
before the end. Why are big players preparing to join the music download
business? (Apple Computer, Roxio, RealNEtworks, Wal-mart, Microsoft,
Sony) look at the figures in sales! They want to control what continues
to net the biggest gain for their pocket and if they lead the technology inside
this, they can control or dominate what is sold. Why are these bigger groups(
in parentheses) buying content from the long established independents like Liquid
Audio, Itunes? Milton Olin, of Manatt, Phelps and Philips represent artists
and tech companies in negotiations with record labels! he said “labels
are all acting like they’ve got religion—songs
can be licensed within 60 days- whereas a few years ago labels weren’t
even considering such.�
If the internet is our vehicle for transformation it would seem to forge
a democratization of business—is this too good to be true?
Certainly Microsoft’s article last week, points to that!
Wasn’t it Michael Laslow of TAXI.com who said the future
of music business would be talent pools put into libraries that sell styles of
music - that will increase growth and sales and open up huge expansion in
amount of talent out there..this is a great future to live into! And
the tide detergents will be on the shelves alongside names unknown for people
to test and try. What labels and conglomerates will become in that future
are the marketing companies behind libraries of music – that
will compete against one another. This can only be a good thing as it seems
all will benefit.
Juliet Hanlon Recording ARTIST, VORTEX http://www.vortex4u.com
What I'm seeing with the artists I work with is that they're using their live
performances to make the connection or renew the connection with their fans and
then keep up the connection through their websites and/or with emails telling
their fans what they're up to and where they are performing.
Fans have to be kept interested and so things like the artists diary(eg Robert
Fripp) on the website will keep them coming back.
Having your songs available for download purchase will start to become important
in 04.-- Paul Ewing, www.wingsmusic.com