In another life, I was a professional musician.
Not one of those weekend warriors playing your local bar or Holiday Inn mind you, but a real, bonafide, touring, recording-industry artist with a Nashville, second-option, recording contract and an international distribution deal. And what began as a life of an independent musician writing and playing locally, became a product run by the music industry–touring and playing in front of 10,000 people.
As such, I have a few things to say about today’s independent artists and the future of the music industry:
In 2010, Chris Milk released the online, interactive film experiment “The Wilderness Downtown”, utilizing fascinating new technologies such as HTML5 Canvas and Geo-location techniques. The music was provided by Canadian group, Arcade Fire.
What came next was a rise in awareness of this mega-group by the online hipster-elite, advertising the music and the film via their network of apps and friends. I know this because I was one such nerd who did just that. So, when this year’s 2011 Grammy Awards aired on national television, Arcade Fire won Album of the Year for it’s independent release, “The Suburbs”.
And then the music world fell-apart.
Twitter was abuzz and aghast. Immediately the reaction filled the interwebs with feelings of delight, rage and confusion. A Twitter feed appeared named “Who is Arcade Fire?” almost at the moment that the Grammy was awarded. Arcade Fire instantly became the #1 trending topic on Twitter while independent music artists John Legend and Kanye West hailed the win as historic and a major affirmation of the independent music industry.
“Congratulations to @arcadefire for Album of the Year! You had my vote!” said John Legend.
…Kanye West just hailed the win with a hashtag. Now, a hashtag alone may seem non-committal,
but the all caps and exclamation mark signal approval.
Reply Retweet “#PROUDOFJUSTIN”
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Indeed as Chuck Salter states:
“the internet has become not only a channel for distributing music but one for insinuating bands into the lives of their most enraptured fans.”
Billboard magazine agrees. In a February 15th article Billboard tells us,
“…the rest of music industry is trying to figure out if the unsung acts from smaller labels are winning major awards because of the viral nature of the Internet – or in spite of it…The presence of the indies during the annual awards show has grown in recent years as more bands appeal to fans directly through Facebook and YouTube instead of traditional sales channels.”
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And the indies still hold just 11% of the total music sales 2. But it’s a total that’s rising fast, and the music industry stands perplexed at how to monetize the old model against the online tide of independent artists. According to The Independent magazine in the UK, “music, published by Billboard magazine, digital albums now account for 27.4% of music purchases, up from 21.5% at the same point last year.” The research indicates that by 2014 digital purchases are projected to rise to $17 billion, doubling from $8.1 billion in 2009. Physical sales will dip $10.9 billion by 2014, a decline of 66% from 2005. 3
As an educated bystander, I’m excited to see the rise of more interesting and dynamic art and music. I think the technology, were it available during my time in the industry, would have changed how I worked and delivered my music dramatically. At the time I was owned by the record company, and my music was largely picked-through in an effort to satisfy the radio market. It’s different now. These are the days of musical freedom and expression and I stand wonder-eyed, like a child seeing magic and thinking, “Is anything possible?”
1. Read more: http://www.vancouversun.com/entertainment/Twitter+reacts+Arcade+Fire+Grammy/4279683/story.html#ixzz1JN9ZWP1K
2. http://www.billboard.biz/bbbiz/industry/record-labels/grammys-confirm-rise-of-indies-despite-11-1005035752.story
3. http://www.independent.co.uk/arts-entertainment/music/digital-sales-gains-over-physical-in-2011-2021704.html