Is there a great shift appearing in the music business? Especially in these austere times major labels are tightening their belts. Some have shed a few artists from their roster while now signing new artists on 360 deals. For the entertainers who music is a mere vehicle to TV and sponsorship deals, these 360 deals are just another step to their dream ticket of fame. But what of songwriters and bands who would naturally balk at the thought of signing over all income that their art generates? Independent labels offer more control, but initially less dosh. For some it was a no brainer - fleet foxes decided on signing to Bella Union, despite offers from larger labels. But will it be the independents who will reap the reward of the majors floundering? The majors? They are all now multimedia outlets - some owned by electronic companies on which the media is broadcast or reproduced. A big film flop, a stock market scare, or in the case of EMI, bad public relations can cause financial havoc over the whole entertainment group. In 1977 the antics of the Sex Pistols lead to the withdraw of an large order of medical scanning equipment constructed by the electronic arm of EMI. The enraged customers were American. Christian members of the board were less than impressed with company they were about to do business with these out - of - control punks on their books. This project was huge.This led to EMI being bought by Thorn - who made household appliances and cookers. (My mum had one in the late 70s/early 80s)
The independents tread an altogether different path. Sometimes it`s not so much having no success can kill you - sometimes too much ends to the demise of a small label. Having a major label buy, or buy into a small label gets a lot of support, a lot of cash and a bit of muscle. But if the hits dry up, suddenly the major wants more influence in how the label operates, or they choose to just close your ass down. Other times, it just becomes another imprint on a large roster of other sub - labels, it`s original mantra or message lost in time. Right now, with technology on their side - it`s getting increasingly easier to get the message out without having to totally rely on traditional media streams, and it`s this change, that people who love music and not "acts" access their music in different ways (i.e blogs, word of mouth on twitter, a you tube recommendation from a friend) and be able to directly facebook the band or leave messages on their myspace page, that indie labels are keen to exploit.
The indies need to keep doing what their doing let the majors carry on with their `pile it high and sell loads` approach .It takes a lot to lauch an act these days, and it`s better for the majors to have a few acts that appeal to all. Shareholders haven`t got the time to mould an artist for 2-3 years or waiting for the magic breakthrough 3rd album. It`s been a gradual slide towards this approach, and it is not entirely the fault of the majors. Here`s my personal take on it:
1. It started when supermarkets won the right to sell CD`s in the early 90s. This killed off independent shops all over the UK.
Supermarkets only want to stock whats popular - so anything thats not top 30 isn`t on the shelf., they can buy in bulk and afford pricing as a loss leader. A lot of people do their shopping in the supermarket, buy all their music from there, the industry responds and concentrate on acts appealing to Mum`s and tweenies. Making the charts sound like the musical equivalent of ITV: Mostly CHEESY.
2.. Singles were getting too expensive. Once upon a time, I could get 3 singles for £5 - great pocket money value. By 1994 it nearly cost a fiver for one. A single should always feel like a small purchase.
3. Consoles and video games. Teenagers diverted away from music and videos to video games
4. Majors failed to get to grips with the internet. Letting a computer company move in - take over and eventually dictating the terms their own product gets sold for on the most popular online music store.Then on the other hand a generation of kids getting were music for free - and thats the only thing they`ve known.
5. Great Singles - Crap Albums. Hated buying an album to find the singles were the only thing good about it.
6.Pre - release Airplay. Promotion of music not available to buy for weeks or months. Generates a great surge in the first two weeks of release - gets Top 10. crashes out quickly. Kills the song. Thankfully these days, this practice has largely gone.
7.X-factor. It showed you could make a lot of money by signing someone begging to be moulded and told what to do. Easier than dealing with a band who might have a problem with the chosen artwork or how they`re being promoted (or not.) Narrowing the gene pool a little little bit more.Oh yes, 360 deal for you kid.
8.Free albums and compilation albums. It makes sense if you`re into pop music - wait for NOW 982. Less money to sign new artists with. Or buy tomorrows daily mail. (PLEASE don`t)
9.Death of TOTP. It was really shit towards the end. (I mean for some years) Letting celebs host the show was the final nail in the coffin. Now the UK had no national chart show on terrestial television, and no main focus labels could promote around.
(having said that I`ve forgotten about Jools holland, haven`t I ?....Yeah, it isn`t chart based either.. but it`s a national music show not full of sponsorship adverts)
10.There are so many music channels, a video can costs tens of thousands on the cheap , hundreds of thousands on the average. You`ve got to catch the eye as well as the ear. Makes launching an artist very expensive. Reluctant to take chances.
This isn`t a knock at the majors, it`s more of a rallying call to the indies. To document their local scene and give that to the masses, and not get to caught up on whats hip in London.To the masses; support your indies when you can. Both sets of music lovers can put the mainstream to shame. Everything doesn`t have to be styled, choreographed and marked out of 10 by Piers effing Morgan or Simon Cowell. Stop listening to the top 40 and start listening to music going on around you - you`ll be surprised.
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