Written by
Sweet Beets - IMD
PreRamble: I asked last week, "What happens when the right people throw shade?" The answer may lie in the question itself. I questioned what exactly makes this mysterious group of "right people"!
And really, is there even such a thing?
Undoubtedly, there are people of influence. No matter the sect, arguably, impressing those charged with making the decisions that affect our perceived "success" is always a good strategy.
In the music industry, we have the mighty AR representatives, the program directors, the music directors, the booking agents, and the talent managers. Each of these has the power to decide whether you are worthy of a chance; a chance to sign a record deal, a chance to have your music broadcast, or a chance to perform at a venue or event.
As is the cycle of life, and with the modern networks available through the internet, indie musicians are able to achieve success without any of the "right people". Heck, if we are going to be honest, one can find success in the journey without a modicum of musical talent thanks to modern technologies.
When we think about the music industry and the enormity thereof, is it surprising that 95% of all music released today is released through independent musicians? If this is factual or even remotely close, arguably, never in the music industry's history has there ever been a time when the "right people" could be more irrelevant.
A few years back, I had a series of meetings with a long time industry pro who was discussing the possibility of starting a new record label. The passion was strong, and the experience of this individual spoke for itself. As I sifted through and studied the layout of the land, I asked "what can a record label provide that most artists can't already provide for themselves?"
Let's face it.....we no longer need help with recording, publishing or distribution! So, what value could a record label really have? And even then, being signed to a record label meant very little for most artists aside from the celebration of becoming signed, and later, the realization that the band was likely doomed for bankruptcy should they not be able to cover the label's investment. I suppose that the biggest misconception surrounding most artists was attributed to a lack of understanding of what getting signed typically meant.
The single most value a record label possesses is CLOUT! Although a reputable record label helps legitimize an artist, it is through the label's marketing channels where an artist's chances of widespread reach and relevance is achieved.
With the sheer volume of music being released....and with modern technology, the oversupply of music has surely multiplied. Estimates show a 400% increase of volume of releases in just the last few years. Statistically, only 14% of all releases achieve more than 100 streams with 12% achieving over 1,000. Also interesting, when we look at music released through non-independent record labels, between 40 and 60% of those tracks never achieve more than 100 streams.
So, as we find ourselves deep in the weeds, we still must wonder...are there any right people?
After many twists in turns through the maze of grey matter networks, I still believe "YES". There are "RIGHT" people. They just might not be the ones you suspect.
Next week will find us going full circle as we look at what makes "the right person" even a thing.
Thank you for joining us this week and from all of us at Sweet Beets - IMD, may your heart be pure, your tongue be disciplined and help us assure that KINDNESS flourishes.
With love y mas,
DC
