Today’s market is so exiting for Indie artists and labels. If you have followed my columns over the years, I have never been a big FAN of Major labels. The music industry is like any other business, create/find great product and build the brand. Consumers will follow and so will the big companies. The business today is really no different than 50-60 years ago when there were no Major labels and music was sold at the local Woolworths or Mom and Pop record shop. We are in an industry that no longer gives out “Stupid-Idiotic” deals for millions of dollars. Majors are letting go the BIG Dogs who take salaries that are not allowing the companies much less the artists to make money. So where does that leave you? All I can say is sky is the limit. Look far beyond your own back yard.
The music business today has so many outlets for artist and indie labels. The Internet provides options for marketing, sales, advertising, streaming and promotion (song and video play) not just in the US, but worldwide. Music can go father, faster than they did five years ago much less 50-60 years ago. It just takes patience, persistence and planning. Most of all it takes GREAT MUSIC! That is what Indies are known for. Not the commercial garbage that is force fed down people’s throats, but quality music that speaks to the mind, body and soul. When you attempt to sound like someone or fit into a genre, then your niche can not be exploited. Artists and labels have visions. They have a message to extend beyond themselves and to allow the masses to hear.
It may seem like a vast endeavor to take on, but looking beyond where you are and into other countries may allow your bank account to grow. If big business can do it, why can’t you?
The portals to other countries allow you to extend beyond your block, neighborhood, town, city, county, even the US. Many times we Americans are so caught up in our own views and self that we cannot understand much less attempt to listen to the creative artistry and real life that is in front of us. We have to be “better” than the next person. We have to find that “stunt” or make “attention” fall on us in order to feel like we are successful. The reality is, we are successful with each step we take towards our goals in this business.
I have lived in many cities during my career in the Music Business. What is funny is that I hear the same thing over and over. “My city won’t support…” or “I have to go somewhere else in order to make it happen then come back here…” Well in many ways I agree. If you want something different, then you must do something different. Take a chance and explore new areas, create new opportunities, build outside of your comfort zone. Whose says that you cannot build a business for your sound in Brazil, Japan, and Argentina? Study the culture. Does your story or sound fit them? Can it make sense? If so, just get out and learn something new.
I have seen DJ’s from Chicago tour Europe and make tens of thousands of dollars in a weekend and come back home to know one really even knowing them. I have seen Reggae artist that the US will not support go on 2 month tours to Asia and make what we make in two years. Why not take the chance and see what is really out there opportunity wise.
Be it Rap, Hip Hop, Rock, or R&B if you are making GREAT MUSIC then find those who believe in it and support your sound and vision. Don’t be afraid to communicate with others that are beyond your back door. You may find opportunities that extend beyond just getting sales such as touring, endorsements, and collaborations. Money is money and if you can get paid for your passion and vision, who really cares where it comes from. Just make it happen.
