The Bizz Sucks - Issue Three:
The curse of being independent (or: if Radiohead did it, why can’t I?)
The highly procalimed independent artist. Being independent is the new business model. There’s no need for record labels anymore since they only exploit the artist. Labels suck and they are bad.
Well, really? Okay, many labels put you on hold and so disable you to go any further in that music biz zoo. So that´s a reason to go independent. Also, if the labels keep rejecting you, the DIY method is still a way.
Speaking of DIY, being an independent musician is really about recording your own music, having your own cds manufactured, handling promotion and distribution yourself, booking gigs and anything that comes with it, not speaking of paying all the money.
Now the media has been full of independent success stories lately. Due to their obvious lack of music biz knowledge though they keep concentrating on these three well-known examples: Prince, Madonna and Radiohead.
I assume we have all heard of the fact that Prince has left Warner Bros. years ago and handled his “label issues” himself – that means through his very own company. Prince created a buzz lately (well, a while ago) when he distributed 2,000,000 copies of his cd enclosed in the Sunday Times. Well, not every 80 year old lady might have been interested in Prince’s music, but he really drew attention.
Now what does this mean to an emerging independent musician? I tried to follow this example, but hey, I couldn´t bring up the money to have 2 Million cds manufactured, nor could I find appropriate sponsors. Even the magazines I asked to enclose my cd would have charged big money. So I struck this idea off my list.
Enter Madonna. The queen of pop recently cancelled her contract with whatever label she had been signed to and therefore got her concert promoter on board (who paid millions for this). Besides booking shows he shall now handle marketing issues and cd distribution. Well, doesn´t this make him a “record label”? A record label that is said to be passé? Dead? No longer relevant?
You can bet that I tried to follow her example and find a concert promoter who will also sell cds for me – on a world-wide level. I got sick of being laughed at, sorry (I haven´t even asked for the money up front…). By the way, Madonna’s latest album still carries the WB logo – so what now?
The latest example of a band going independent and really making it is Radiohead. Radiohead have made their latest album available for free download and offered the option to donate money to the band voluntarily. More than a million fans downloaded the album (the mp3s therein), some even paid good money so that Radiohead finally got an average of $ 7,00 to 8,00 per download. That’s really good money I wish I had.
Now can you imagine being an independent musician, ready and set to go all the way to make it big out there? Would you be able to drive more than a million people to some site on the web, download your music? Within a few weeks? If you’re an artist or a band, check your website stats and do the math. Speaking of getting paid, with every volunteer who gives you money you may find another illegal weblink to download your entire album – for free. Maybe I’m just embittered. Am I?
Now let’s find out why Prince, Madonna and Radiohead are really making it as independent musicians. Well, they had been signed to major labels in the past that sucked so much that they pushed them to world wide fame. Once you are already famous or just rich it is pretty easy to start things new. But what is happening if you are just getting started and have to get your name out?
“Hi this is Johnny, guitarist of The Pink Donut Warriors. We got a new record out and I was wondering if we could get an interview in your magazine…”. That’s the way every independent artist goes. Remember the DIY thing? Calling magazines, calling radio stations, calling TV programs and getting turned down. Why? Simply because they lump you together with any wannabe garage musician out there who doesn’t know how to tune his guitar. “Who called?” – “Yet another idiot”.
You might be a great musician. Your record might be professionally produced. You might have a professional press kit. Now it’s your turn to prove it. Can you prove it when hardly anybody gives you a chance?
Some guys at the media are really generous and open minded. You might really get a review in Metal Hammer with the right connection and extreme persistence. On the other hand I had even private websites reject unsigned bands.
So there really are some great new ways to get your music out there. New avenues, new business models, alternative distribution channels. Imagine Starbucks. Paul Mc Cartney sold his latest cd through Starbucks (yes, you can buy it along with your coffee). AC/DC made a deal with WalMart. And you? Does WalMart have your cd in stock? No? But that’s such a great new way to sell your shit… Is your cd one of the ten items placed on the Starbucks shelf? Speaking of “one of ten”: I am pretty sure those independent success stories happen to ones in millions out there, just like those ones in millions who got record deals.
If I’m wrong you will hopefully tell me – and prove it. However, be honest. Has your blog helped you sell hundreds of cds? Is anybody listening to your podcast and then buys your record or comes to see your show? Has anybody who got that free mp3 download from you really bought the rest of your album? Do you believe the testimonials about those “How To Make It” books are real? Have you been “band of the day” on mp3.com and got signed right away? Or was that A&R just having a lunch break?
There’s so much indie hype out there these days, it can really drive you sick.
Anyway – keep making that music !!!
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'The Bizz Sucks' written by Julian Angel exclusively for DirtyRock.net
© Julian Angel 2008
