What does it take for an artist to be
successful in the music industry today? What are some of the different ways
that artists have promoted themselves and their work? And do artists still need
the backing of a major record label in order to succeed? Limit: 8 responses
The music industry today is very different than it was 20 or even 10 years ago. Between technology, social media, and streaming services, the recipe for an artist to be successful has changed drastically. “The main methods of communication with fans over the last decade have been social media (free, but limiting) and concerts (expensive, impersonal, similarly limiting)” (Wang). Today, however, artists have to step up their game in order to compete. They must emphasize and update the artist-fan connection, incorporate technology into their concert experiences, and create riveting, groundbreaking video content.
ReplyDeleteFirst, the traditional concert experience has become expensive and impersonal for fans. By updating the concert experience to include more technology and a more intimate setting, fans feel like they are getting their money’s worth and are more connected with their favorite artists. Beyond in person concerts, artists have been offering virtual reality performances to engage fans even when they aren’t touring. For example, “Billie Eilish, Post Malone, and Tenacious D all offered virtual reality shows through Oculus Venues in 2019, and more VR shows should be underway this year. Marshmello’s unconventional Fortnite concert drew a virtual audience in the millions and was one of the gaming platform’s most popular events, becoming perhaps the most popular live concert in a video game ever,” (Wang).
The artist-fan connection has always been an important part of giving back to listeners and thanking them for their support. Fans who feel more connected to their favorite artists are more likely to continue listening, tell friends, purchase concert tickets, and download music. “What is a devoted music fan in 2020? Is it someone who’ll line up for days ahead of a live performance? Someone who splurges on VIP packages that include haircuts by the artist’s barber? And more importantly, how does an artist create, locate, and reward that fan?” (Wang). During this age of social media and super connectedness, artists will need to step up their game. Artists should offer listening parties for top fans, get creative with meet and greet opportunities, continue social media interactions and even launch direct text messaging initiatives. This new trend allows celebrities to give fans a phone number that they can text and hear directly from the artist. Since many are already jumping on this bandwagon, those who do not keep up will quickly fall behind.
It is no secret that content creation is on the rise. Whether it is a Netflix documentary, a live stream performance, or a new music video, artists should continue to create content that engages their audience and gives them a glimpse into their lives. The new documentary on Netflix, Miss Americana, gave fans an inside look into the stressors and success of music industry leader, Taylor Swift. She also "swiftly" paired it with the release of a new single.
The way music videos are being created is changing. Selena Gomez’s Lose You to Love Me and Lady Gaga’s Stupid Love music videos were both filmed entirely on the iPhone 11 Pro through a partnership with Apple (Herman). This not only shows off the abilities of the new iPhone camera, but makes the artist feel more attainable to fans. The artist feels less out of reach because they are using a product that you and I use every day, versus fancy film equipment. “Askill attached three phones to a steady cam (one shot 24 frames in real time, the second 48 frames for a slo-mo version and a third served as an extended pair of eyes), another pair on drones whirling overhead and a couple were manually operated by him and the DP for handheld action,” (Herman).
DeleteThere are many pros and cons to being a signed artist versus independent (PQ). Since it is getting easier to produce your own music and content as technology becomes more user friendly, it is no longer essential that artists have the backing of a major record label in order to create music. Currently, artists who release music independently have complete creative control. No one is telling them what to say or how to create their music. It is their own product. There are some fans that prefer to support independent artists. They also get to keep 100% of the profits, although their resources may be limited along the way. Artists with the backing of a major record label have a larger network, a bigger budget, and are typically more well known thanks to the connection to promotions teams within the label. Signed artists, however, often struggle with the lack of fair compensation for their art as well as limited creative control. Personally, I think that at this time, it is still beneficial to be backed by a major record label in order to get your career started. Once you are a well-known artist, it would be smarter to go off as an independent artist. As time goes on, more and more artists will become independent (PQ).
Sources:
Herman, James Patrick. “Inside Lady Gaga's Fantastical 'Stupid Love' Music Video (EXCLUSIVE).” Variety, 3 Mar. 2020, variety.com/2020/music/news/lady-gaga-stupid-love-video-apple-iphone-behind-the-scenes-1203522089/.
PQ, Rory. “Being an Independent Artist vs. Signing to a Record Label: Icon Collective.” Icon Collective College Of Music, 17 Jan. 2020, iconcollective.edu/independent-artist-vs-signed-artist/.
Wang, Amy X., et al. “Where the Music Business Is Going in 2020.” Rolling Stone, 21 Jan. 2020, www.rollingstone.com/music/music-features/music-business-stories-to-watch-2020-928849/.
Allison Roethke
ReplyDeleteArtists have become much more successful in the past decade by creating relationships with their fans. Their social media followings have given artists the boost they need. By interacting with their fans online, this gives fans the authentic relationship they are looking for. Not only can they give their love to their favorite artists on social media platforms like Instagram or Twitter, they can subscribe to Spotify or Apple Music and give them the same, if not more, support through those outlets.
According to Billboard, “In the industry, this is known as the two-year album cycle, a model that’s ostensibly designed to maximize the impact (and profits) of a sole record by having an artist promote it for the time it takes them to exhaustively gig throughout their markets.” Their markets include their social media outlets. But by artists putting promoting their music on social media and giving listeners links or sites to direct them to their latest single or album, this helps them tremendously. It does take time but the more you get the word out and share stream and songs, the more popular you will become. It helps artists create their own community and loyal fan base.
I think of Russ as an example. He was an independent artist who refused to take any major labels offers. He put out project after project on SoundCloud and wasn’t getting any traction. He never gave up though. He had to create opportunities for himself. According to an interview with Forbes he talked about what message he would send fellow artists who are trying to find their way to the spotlight. He said, “At the end of the day, the common denominator is being able to have a direct relationship with your fans, your consumers, or your audience.” Russ is a great example of someone who didn’t need leverage from a major record label to propel his career forward. This may not be as easy for all other artists but he is a role model for those who want to take the same route as he did.
Russ used SoundCloud to display his work but there are so many others that artists can use to share their work. Artists have multiple platforms where they can post their music and soundtracks for the public to listen to. For example, according to an article by Billboard, “For a fledgling indie artist who’s just beginning their career, putting out a single shortly after a debut album is a way to maintain a presence in the conversation.” They want to stay relevant and continue to receive views and streams. They want to keep their music circling streaming platforms. According to Billboard, “Particularly algorithmically generated playlists like Spotify’s “Release Radar," which delivers new music to users each week based on their previous listening habits -- with no editorial control from actual Spotify employees.” This gives listeners the opportunity to find new music and for the artists to be put on display for current or future listeners. Spotify makes the most revenue and has the most subscribers by service according to MIDiA Research as of 2019. This platform is where artists want to put their work because of the broad audience.
Sources:
DeleteBig 4 streamers gain market share. (2019, December 9). Retrieved March 16, 2020, from https://www.hiresaudio.online/big-4-streamers-gain-market-share/
Enis, E. (2020, February 18). Why Indie Artists Are Releasing Music at a Much Faster Rate in 2020. Retrieved March 16, 2020, from https://www.billboard.com/articles/business/streaming/8551261/indie-artists-faster-releases- 2020?utm_source=Sailthru&utm_medium=email&utm_campaign=Newsletter Template BB:% 20Multi Story - 2.0&utm_term=daily_digest
Mitchell, J. (2018, April 6). The Art Of Being Self-Made: A Conversation With Russ. Retrieved March 16, 2020, from https://www.forbes.com/sites/julianmitchell/2018/04/05/the-art-of-being-self-made-a-conversation-with-russ/#4e6e5b67416c
Kaley Nesci
ReplyDeleteThe music industry is one that is changing constantly. Over the past twenty years or so, the music industry has seen a massive change. This change is primarily with the artists themselves and how they are promoting their talents. With social media being more important and almost an essential part of life, it is crucial for these artists to have a substantial following in order to get their music out into the world. We are going to dive in and focus on concerts, promotion, and how we listen to music on our own within this article today. We are then going to dive in and answer the question many have been wondering, do artists still need the backing of a major record label in order to be successful?
First, the way we listen to music is so different than what it was years ago. CD’s are rarely purchased, and everything is put out through apps such as Spotify, Apple Music, SoundCloud, etc. With just a monthly subscription of a set price, a user is able to listen to any artist and any album ad free. This is so different because just a few years ago you had to go to the store and purchase a singular CD in order to listen to an artist’s new album.
Second, concerts have changed drastically within the music world. Tickets now have become so expensive and mostly done in massive venues, making the concert feel very impersonal to those attending. “Nine of the 10 highest-grossing concert tours this year had average ticket prices above $100, Pollstar reported. Over the past decade, the average ticket price for the top 100 North American tours has increased 55% to $94.83. The average gross per show more than doubled over the decade to $958,000.” (WSJ) Looking at this statistic, it is clear that this change is massive for concerts and those attending. We then have other artists such as Justin Bieber who are moving things to become a bit smaller. “On Friday (March 6), eight arenas posted similar notices on their Twitter accounts letting fans know that the stadium shows were being moved indoors”(BILLBOARD) Although moving some of his concerts to smaller venues was forced by American Airlines, it is going to make the show feel more personal to fans and have a different vibe than some of his massive venue shows.
Next, we look at promotion. Promotion is by far the most important to look at when considering a successful artist within the music industry. With social media being at an all-time high it is essential for artists/groups to promote themselves online in order to be the most successful. This is something that was not able to be done years ago but with social media now, it is easier to get discovered and much easier to blow up, sometimes even from a singular post. We can look at Justin Bieber for example, he blew up because of his many YouTube videos of him singing and is now a worldwide Rockstar.
Lastly, the question we have been waiting to answer. Do artists really need major record labels anymore to be successful? Many top artists right now such as Frank Ocean, Lil Wayne, and Baby Pluto all stated that they wish they did not sign with a major record label. Lil Wayne sated, “I am a prisoner and so is my creativity Again, I am truly sorry and I don't blame ya if ya fed up with waiting 4 me & this album. But thk u” (MEDIUM) It is clear that these artists are saying to push away from record labels in the future within the music industry.
References:
ReplyDeleteHipHopUnrapped. (2019, September 8). Why We Need To Leave Record Labels Behind In 2019. Retrieved from https://medium.com/music-for-inspiration/why-we-need-to-leave-record-labels-behind-in-2019-bfa1db45036a
Brooks, D. (2020, March 7). Justin Bieber's Changes Tour Downgrades to Smaller Venues Amid Slow Sales. Retrieved from https://www.billboard.com/articles/business/touring/9330117/justin-bieber-changes-tour-smaller-venues
Steele, A. (2019, December 26). Why Concert Tickets Are So Expensive. Retrieved from https://www.wsj.com/articles/why-concert-tickets-are-so-expensive-11577371024?mod=lead_feature_below_a_pos1&utm_source=Sailthru&utm_medium=email&utm_campaign=THR's Today in Entertainment_now_2019-12-27 07:35:24_ehayden&utm_term=hollywoodreporter_tie
Quinn Frankel - The Music industry has been changing constantly. Artists, record labels, and fans all need to learn how to adapt to these changes. Artists have found brand new ways to connect with their fans and are able to have a closer relationship than before, thanks to social media. A “super fan” is defined by as “fans who engage and delve into the band culture at a deeper level, and those people generally are those that find themselves in the middle of band experiences (Achten).” These Super fans are different than just a casual fan of the band because they feel special and have their time valued by the band. One example of how bands react to super fans was The Imagine Dragons hosting a private listening event for a group of “super fans”.
ReplyDeleteRecord labels used to be all that, they would be the key for artists to get big, but now social media has taken over that role and record label have taken a step back from being all that. Before artists were able to take promotion in their own hands, Record labels were the key to a successful career in the music industry. Artists are now able to become more independent. “In 2002, the Recording Industry Association of American reported that 95.5% of the music industry’s revenue came from CDs. Now 75% of all music revenue comes from streaming services (HipHopUnrapped). “
In order for artists to be successful, they need to be able to promote themselves independently. Without being held down from a record label, artists are able to release music whenever they want. This is extremely favorable for the artist, because no music is rushed, so artists can either a) release whenever they want or b) take their time with their art. “Within the last year-and-a-half, independent artist’s labels have been releasing music at a more-frequent rate. Whereas smaller projects used to be treated as special bonuses to fans, it’s now becoming the norm for one-off singles and EPs to arrive only a few months after artist released their last album (Enis).” As an avid music fan, I’m always pleased when new music comes out, it may come at a price though. Some artists in today’s music landscape constantly release music that may have not taken the time to perfect the craft, and with that, means that the music is not publically appreciated. In order to be successful in the music industry, artists need to find the perfect medium between releasing music at a constant rate, while also making sure it’ll be well received by listeners.
Quinn Frankel - Part 2
DeleteWithout record labels, artists are now able to release music how they want to as well. In 2013, Beyoncé shocked her fans and the music industry by releasing her self-titled album, Beyoncé. The album was released with a post and a video on her Facebook and Instagram page. This was unlike a typical release of an album, because there was no traditional marketing and promotional ramp up, no leaks, no fanfare for it. Beyoncé completely relied on her fans for the success of the entire album.
Achten, Kayla. “Are Imagine Dragons the New Nickelback?” The Megaphone, 21 Feb. 2020, megaphone.southwestern.edu/2020/02/21/are-imagine-dragons-the-new-nickelback/.
HipHopUnrapped. “Why We Need To Leave Record Labels Behind In 2019.” Medium, Music For Inspiration, 8 Sept. 2019, medium.com/music-for-inspiration/why-we-need-to-leave-record-labels-behind-in-2019-bfa1db45036a.
Enis, Eli. “Why Indie Artists Are Releasing Music at a Much Faster Rate in 2020.” Billboard, 18 Feb. 2020, www.billboard.com/articles/business/streaming/8551261/indie-artists-faster-releases-2020?utm_source=Sailthru&utm_medium=email&utm_campaign=Newsletter Template BB: Multi Story - 2.0&utm_term=daily_digest.
Brett Gosselin
ReplyDeleteArtists in the music industry earn their success from pushing the boundaries. Looking at the article related to Lady Gaga we see how she wanted to send a clear message through the music video for “Stupid Love”. In a world full of countries at war with one another Gaga “spoke about these seven warring tribes as a metaphor for the state of the world today — that’s what hooked me. She was interested in trying to bring across this message of peace and coming together and putting our differences aside.” (Herman 2020) Its clear with a clear goal for your project and you need to know exactly how to do it. The world is evolving, and technology is getting better by the year, artists like Gaga take advantage of it. With this music video being shot completely on an iPhone 11 she is taking advantage of a popular product and using it in order to get advertising from Apple. The whole point about releasing an album is to get as many views and listens as possible. Why not work with the company whose devices most people listen to music on. You can always count on Lady Gaga to do something bold, original and unexpected, and her return to pop music was no exception. (Herman 2020) Is it the only thing an artist can do though?
You need to be tech savvy and that includes social media. As someone who does freelance work myself and has to promote their own content, I can safely say that Social media is crucial for any independent artist. How does anyone find out about your upcoming events? How does any new album get advertised? Do we need to buy ads in order to market these things? No, it’s incredibly easy nowadays to get your content out. It’s easier now to put out music with services such as Soundcloud and Spotify. Just the other day I was shown a song of someone I have never even heard of. Meanwhile there is a whole subgenre of artists that have become famous in this new streaming age for music.
With a six-year difference my sister is a perfect example of a one for these music fans. She continuously tells me of all these artists who she discovered on SoundCloud and forms of social media. I have never heard of any of them though. I feel that over the next decade we will start to see the divide become even stronger for music fans. I don’t focus on music as much as other forms of entertainment, yet my sister does and I feel that the music dispersed by these artists can only reach avid music fans, so does this mean they can’t reach mainstream? Possibly but it’s tough to say. It’s still so early in this new era of music that we can’t really give a straight answer but as of right now threes an obvious divide between the two groups.
Herman, James Patrick. “Inside Lady Gaga's Fantastical 'Stupid Love' Music Video (EXCLUSIVE).” Variety, 3 Mar. 2020, variety.com/2020/music/news/lady-gaga-stupid-love-video-apple-iphone-behind-the-scenes-1203522089/.
PQ, Rory. “Being an Independent Artist vs. Signing to a Record Label: Icon Collective.” Icon Collective College Of Music, 17 Jan. 2020, iconcollective.edu/independent-artist-vs-signed-artist/.
Wang, Amy X., et al. “Where the Music Business Is Going in 2020.” Rolling Stone, 21 Jan. 2020, www.rollingstone.com/music/music-features/music-business-stories-to-watch-2020-928849/.
Music production may be getting easier with more intuitive technology, but it seems harder than ever to maintain a steady profit as an artist in the music industry. Starting at the bottom, unknown artists have relatively easy access to potential audiences through social media. But, over-saturation can make it hard to reach these people. In 2017, Spotify said that there could be up to four million songs on the platform, 20 percent of all songs, that have never been listened to once (Abonalla). An artist may have a sudden viral hit, but the internet is a fast-moving machine. As fast as a viral hit comes, it’s usually replaced just as quickly. We don’t hear much from viral hit PSY now that his “Gangnam Style” days are behind him. Streaming has cut income for artists dramatically. So, the ability to generate revenue through touring is crucial now. This is fine for big acts like Ed Sheeran or Ariana Grande who still make more than $100 million for global tours (Diehl). Numbers show that fans are in fact willing to pay higher prices for the live, arena experience (Steele). But, not all acts can bring in such a large and willing crowd. Even acts like Justin Bieber have been downsizing venues due to low ticket sales (Brooks). So, if you’re just starting out, making money through shows could be even more daunting. Sites like Patreon or Bandcamp are exciting ventures for smaller artists (Wang). Fans can pay the artist directly, and be nearly sure that the artist will receive all of that money. This bypasses fees that a label would take from an artist for even something like merchandise--which you’d assume would directly benefit your favorite artist when you put it in their hand after a show. But, in the music industry, like many others, there’s always someone that needs to get paid. Someone is always getting a cut. Sites like Bandcamp get the fan closer to an artist with the ability for more direct sales, especially for new, unknown acts. Additionally, the fight for relevancy is felt through the whole industry. In the past, artists could get away with a two-year album cycle in which an artist releases an album and performs it on tour for roughly two years, then repeats the cycle (Enis). But, due in large part to streaming and social media, this is largely a thing of the past. The challenge to make an incredible record is now also the challenge to stay relevant, “Since streaming gives people so much sheer access to music, and the nature of social media constantly bombards people with new music content (articles, listener recommendations, posts from bands themselves), simply keeping an artist’s name in people’s minds can be incredibly difficult” (Enis). Now, an artist’s success is measured not only by the quality of the work they produce, but also the quantity. Success for a musician seems to equal visibility first. Then, the sustainability of that exposure. Having a loyal fan base who will pay expensive ticket prices or stream "Yummy" on low volume on repeat while they sleep is more important for musicians than ever (Deahl).
ReplyDeleteAbonalla, Rochell. “There Are 4 Million Songs on Spotify That Have Never Been Played Once...” Digital Music News, 9 Sept. 2017, www.digitalmusicnews.com/2013/10/11/songsonspotify/.
DeleteDeahl, Dani. “Justin Bieber Told Fans to Game Spotify and ITunes to Give Him a Chart-Topping Song.” The Verge, The Verge, 10 Jan. 2020, www.theverge.com/2020/1/10/21060120/justin-bieber-yummy-instagram-spotify-itunes-youtube-song-chart.
Diehl, Bob. “Pink, Metallica, Garth Among Top Grossing Tours of 2019.” Pink, Metallica, Garth Among Top Grossing Tours of 2019, 16 Dec. 2019, www.radio.com/music/pop/pink-metallica-garth-among-top-grossing-tours-of-2019.
Enis, Eli. “Why Indie Artists Are Releasing Music at a Much Faster Rate in 2020.” Billboard, 18 Feb. 2020, www.billboard.com/articles/business/streaming/8551261/indie-artists-faster-releases-2020?utm_source=Sailthru&utm_medium=email&utm_campaign=Newsletter%2BTemplate%2BBB%3A%2BMulti%2BStory%2B-%2B2.0&utm_term=daily_digest.
Steele, Anne. “Why Concert Tickets Are So Expensive.” The Wall Street Journal, Dow Jones & Company, 26 Dec. 2019, www.wsj.com/articles/why-concert-tickets-are-so-expensive-11577371024?mod=lead_feature_below_a_pos1&utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_now_2019-12-27%2B07%3A35%3A24_ehayden&utm_term=hollywoodreporter_tie.
Wang, Amy X., et al. “Where the Music Business Is Going in 2020.” Rolling Stone, 21 Jan. 2020, www.rollingstone.com/music/music-features/music-business-stories-to-watch-2020-928849/.
Mikeighla Droney
ReplyDeleteThe music industry is one of the most competitive industries out there. With all of the different streaming and social media platforms out there, it sometimes seems like pretty much anyone who can sing “twinkle twinkle little star” can become a singer. But that doesn’t mean that he/she will be considered successful within the music industry. So what does an artist have to do to be considered successful? Win awards? Hit singles? The number of records sold? Which record label you’re signed with? According to Patrick Maguire from Soundfly, thanks to the streaming culture, the definition of what is considered successful is on a case by case basis and is really up to the artist. Success used to be measured in record sales but now thanks to our lovely streaming services it doesn’t always match up. The number of streams an artist gets does not always equal money. Maguire states “To make a living wage with songs streamed over YouTube, you’d need to rack up 2.1 million monthly plays. For Spotify and Amazon, you’d need 366,000.” But being successful in the music industry takes more than just a few hit songs. Artists today need the look, personality, following, message, network, drive, and in most cases talent. Our society is very social media-driven so having a large following on social media platforms is the perfect way to promote themselves and their work. I’ve said it for years now, social media is taking over the world. It is one of the most powerful things. Thanks to social media and platforms such as Soundcloud, artists don’t need a major record label in order to succeed. For example, Chance the Rapper started releasing his music on Soundcloud. He used his talent, drive, message, social media following, and especially his networking to work his way to the top. He refused to sign to a record label, he was determined to be a successful independent artist. Chance the Rapper, also known as Childish Gambino, paved the way for all other aspiring independent artists.
DeleteAs I mentioned before, we are a very pro-streaming culture. In the past, there have been a few different artists refusing to release their music on streaming services due to the lack of money they receive from them. Amy X. Wang from Rolling Stone states “The problem is, whenever you see an article where there is an artist complaining about streaming royalties, it’s always because they are signed to a label. Most artists actually make a lot of money from streaming — but with a label, you’re only getting very little back of what you actually earn.” I believe that this is a massive reason that more and more artists are leaning towards being independent rather than signing with a major record label. Recording and putting out music has never been easier due to the technology that we now have. Sure, signing to a major record label can be beneficial in networking and creating that perfect image to draw fans in, but it also comes with many rules, restrictions, unnecessary pressures, and deadlines. This is why many artists are signing with indie labels rather than major labels. Eli Enis from Billboard magazine says “One of the core tenets of an indie label is to be inherently reactionary to the mainstream, to exist as a literal alternative, both creatively and financially, to the status quo. If they employ a major label strategy and the money follows then that’s great, but their priorities always lie in giving their artists as much creative freedom as possible.” An artist needs to have creative freedom in order to be the best that they can be. There have been many artists who have complained about major record labels breathing down their backs, restricting them from their freedom, and putting deadlines on their creations. All in all, I think that the definition of an artist’s success depends on many different variables in their career. Thanks to social media and streaming platforms it’s easier than ever for artists to promote their music and allow their fans to feel as if they really know them. Last but not least, artists do not need the backing of a major record label in order to succeed. All they need is talent, drive, support, a personality, and a following.
DeleteEnis, Eli. “Why Indie Artists Are Releasing Music at a Much Faster Rate in 2020.” Billboard, Billboard, 18 Feb. 2020
DeleteIngham, Tim; Millman, Ethan; Wang, Amy X. “Where The Music Business is Going in 2020.” Rollingstone, Rollingstone, 13 Jan. 2020
McGuire, Patrick, et al. “What Does ‘Success’ in Music Mean Right Now?” Soundfly, 22 Aug. 2019, flypaper.soundfly.com/hustle/what-does-success-in-music-mean-right-now/.
Wang, Amy X. “An Indie Music Expert Explains Why Artists Are Turning Away From Record Deals.” Rolling Stone, 1 Nov. 2018, www.rollingstone.com/music/music-news/ditto-music-lee-parsons-interview-749510/.