INTRODUCTION
The music industry is changing. Since the launch of the Internet in the 1990s, the way people share, listen and obtain music has changed. The music industry have tried to fight the internet revolution of Peer to Peer sharing (P2P), torrents, online radio streaming and MP3s. Though in recent times there are artists embracing this new media and finding new ways to create revenue, to promote themselves and distribute their music. Is this the end of the music record industry? I explore these issues of how the Internet has changed the music industry.
I would like to begin with a song by MC Lars called “Download This Song”.
Click here to watch the video
[1] and/or
click here to read the lyrics.
[2]MC Lars’ song sums up the change of the music industry and challenges the Record Labels to catch up with the times. In an article that MC Lars has written,
“New Media Economics in Indie Rap – Welcome to the Future”
[3], he states that “…there has been an ideological shift made very apparent by the new generation of artists and consumers; music isn’t really a physical product anymore, it’s a service that artists provide that they are then paid for (if the service they provide has cultural and/or emotional value).” (MC Lars 2010). It’s not just about record sales, it’s about promotion, merchandise sales, gigs (live performances) and touring. The business of music has changed and the way to make money out of making music isn’t about the billions of dollars they can make, but to make a comfortable living doing something that they love doing.
Dave Kusek has written a book called
“The Future of Music: Manifesto for the Digital Music Revolution.”
[4] Many Independent artist follow his principles and have stated that his book is a must read for any artist in the music industry, as many of his predictions about the future of the music industry have come true. Much of my research on the future of the music industry has been drawn from his online blog “
Future of Musicbook”.
[5]
In a recent interview with Kusek (
Interview with Dave Kusek from The Musicians Guide in the UK, Marcus Taylor, 13 Sep, 2010) he states, “mobile applications are likely to become extremely important for musicians, as direct-to-fan marketing becomes a more and more popular approach and smart phone ownership increases.” Direct-to-fan marketing would help artist to promote and communicate directly to their fan base, making them feel like they are apart of an elite club. With the use of official website, social networking, eNewletters and smart phone applications, musicians can reduce their costs in promotion as the web is a cost effective and easier type of media to use and they can target a more narrow target market.
Pink Floyd’s ex-manager, Peter Jenner, has commented on how in the UK they have created an act that focuses on piracy and P2P file sharing. He quotes “… people [that are] not paying for music is not a problem. But P2P is just one of many ways in which you can access music for free. People have memory sticks, blank CDs, email, instant messaging, so I think it was a very facile look at the issue which was driven by the copyright industry.”
[6] There is no possible way for the P2P file sharing to be stopped; the music industry should be focusing on ways that they can capitalise on this new technology. Jenner further discusses how the traditional record company has been built around selling “bits of stuff” to people in a retail environment. They view the Internet in the wrong way and should be using it as a service, not a retail environment. They should put their focus into what services they can provide with the Internet. (Jenner, 2010).
“Many people are listening to online radio and watching online video.”
[7] In the book “
Futurehit.DNA”, Jay Frank discusses a to generate revenue with the use of online radio. Many services, such as Pandora and Last.fm, utilise the zero play feature, where all songs start from zero seconds, and the skip button. “This allows the user, if he is uninterested in a song, to skip ahead to the next one selected on his radio station. It operates in a very similar fashion to the functionality on the iPod.”
[8]. The skip button gives users the ability to vote with their skip buttons on their online radio services. Sites monitor song play and most will only register a track as played if it reaches 60 seconds. “The best way that an artist can avoid the over-utilization of the skip button (aside from making good music in the first place) is to ensure the listener for at least sixty seconds.”
[9] If a song is skipped regularly and doesn’t receive much play, the online service has will stop promoting the song. (Frank 2009) The artist needs to focus on catching the audience in those first few seconds to ensure they get airtime and then they receive performance royalties.
Social networking sites are another tool the music industry use for promoting to, and also entertaining, their fans. Myspace is being used as a viral marketing tool where unsigned and signed artists can promote their music, upcoming gigs, and also broadcasting from their homes. When Sandi Thom broadcasted from her South London basement, she created a social phenomenon in which thousands of people believed they were the first to discover a new “real” artist. In fact, EMI had sent out emails in advance linking to the webcast, alerting the potential market. (Garfield 2006). Many artists utilised viral marketing, such as Lily Allen and The Artic Monkeys, to promote new songs, live gigs, simulcasts, blogs etc to keep their fan base in the loop.
CONCLUSION
In conclusion, the future of the music industry will continue to change from what we have known it to be. The Record Labels role in the industry will change from simply recording and selling albums to promotion of an artist and utilising new Internet technologies. Instead of fighting the P2P file sharing and trying to stop consumers from obtaining tracks for free, the music industry will need to find new inventive ways to make revenue from their music. Direct-to-fan and viral marketing are two useful tools in promoting new artist, songs and gigs to fans. As the world moves towards online radio streaming, performance royalties, and creation of attention grabbing songs to receive these royalties, is the new form of revenue for the music industry. “Music was a product, now it is a service”
[10]. I look forward into seeing what the future holds for music, Internet and everyday life.
BIBLIOGRAPHY
iobuffa. ” YouTube – MC Lars – Download This Song .” YouTube – Broadcast Yourself. . N.p., n.d. Accessed. 8 Oct. 2010. <http://www.youtube.com/watch?v=VBkuiChImb8>.
“lyrics Download This Song lyrics MC Lars .” Welcome | Moron.nl | Lyrics | All lyrics | New Lyrics | Community |. N.p., n.d. Accessed. 8 Oct. 2010. <http://www.moron.nl/lyrics.php?id=86710&artist=MC%20Lars>.
Lars, MC. “New Media Economics in Indie Rap – Welcome to the Future | Future Of Music.” Future of Music – music industry, music business, digital music and free music downloads. N.p., 18 Mar, 2020. Accessed. 8 Oct. 2010. <http://www.futureofmusicbook.com/2010/03/welcome-to-the-future-new-media-economics-in-indie-rap/>.
Kusek, Dave, and Gerd Leonhard. The Future of Music: Manifesto for the Digital Music Revolution. Boston: Berklee Press, 2005. Print.
Kusek, David. “Future of Music – music industry, music business, digital music and free music downloads.” Future of Music – music industry, music business, digital music and free music downloads. N.p., n.d. Accessed. 8 Oct. 2010. <http://www.futureofmusicbook.com>.
Taylor, Marcus. “Interview with Dave Kusek from The Musicians Guide in the UK | Future Of Music.” Future of Music – music industry, music business, digital music and free music downloads. N.p., 13 Sept. 2010. Accessed. 10 Oct. 2010. <http://www.futureofmusicbook.com/2010/09/interview-with-dave-kusek-from-the-musicians-guide-in-the-uk/>.
Vizard, Sarah. “INTERVIEW: Pink Floyd’s ex-manager on the future of music :: StrategyEye – Industry Intelligence.” StrategyEye. N.p., 6 Aug. 2010. Accessed. 8 Oct. 2010.
Frank, Jay. “Chapter 1: Online Radio and Skip rates.” Futurehit.DNA : How The Digital Revolution Is Changing Top 10 Songs. Nashville: Futurehit, Inc., 2009. 48-51. Print.
Garfield, Simon . ” How to make 80 million friends and influence people | Media | The Observer .” Latest news, comment and reviews from the Guardian | guardian.co.uk . N.p., 18 June 2006. Accessed. 8 Oct. 2010. <http://www.guardian.co.uk/media/2006/jun/18/digitalmedia.observerreview>.
[1] iobuffa. ” YouTube – MC Lars – Download This Song .” YouTube – Broadcast Yourself. . N.p., n.d. Accessed. 8 Oct. 2010. <http://www.youtube.com/watch?v=VBkuiChImb8>.
[2] “lyrics Download This Song lyrics MC Lars .” Welcome | Moron.nl | Lyrics | All lyrics | New Lyrics | Community |. N.p., n.d. Accessed. 8 Oct. 2010. <http://www.moron.nl/lyrics.php?id=86710&artist=MC%20Lars>.
[3] Taylor, Marcus. “Interview with Dave Kusek from The Musicians Guide in the UK | Future Of Music.” Future of Music – music industry, music business, digital music and free music downloads. N.p., 13 Sept. 2010. Accessed. 10 Oct. 2010. <http://www.futureofmusicbook.com/2010/09/interview-with-dave-kusek-from-the-musicians-guide-in-the-uk/>.
[4] Kusek, Dave, and Gerd Leonhard. The Future of Music: Manifesto for the Digital Music Revolution. Boston: Berklee Press, 2005. Print.
[5] Kusek, David. “Future of Music – music industry, music business, digital music and free music downloads.” Future of Music – music industry, music business, digital music and free music downloads. N.p., n.d. Accessed. 8 Oct. 2010. <http://www.futureofmusicbook.com>.
[6] Vizard, Sarah. “INTERVIEW: Pink Floyd’s ex-manager on the future of music :: StrategyEye – Industry Intelligence.” StrategyEye. N.p., 6 Aug. 2010. Accessed. 8 Oct. 2010.
[7] Frank, Jay. “Chapter 1: Online Radio and Skip rates.” Futurehit.DNA : How The Digital Revolution Is Changing Top 10 Songs. Nashville: Futurehit, Inc., 2009. 48-51. Print.
[8] Frank, Jay. “Chapter 1: Online Radio and Skip rates.” Futurehit.DNA : How The Digital Revolution Is Changing Top 10 Songs. Nashville: Futurehit, Inc., 2009. 48-51. Print.
[9] Frank, Jay. “Chapter 1: Online Radio and Skip rates.” Futurehit.DNA : How The Digital Revolution Is Changing Top 10 Songs. Nashville: Futurehit, Inc., 2009. 48-51. Print.
[10] Taylor, Marcus. “Interview with Dave Kusek from The Musicians Guide in the UK | Future Of Music.” Future of Music – music industry, music business, digital music and free music downloads. N.p., 13 Sept. 2010. Accessed. 10 Oct. 2010. <http://www.futureofmusicbook.com/2010/09/interview-with-dave-kusek-from-the-musicians-guide-in-the-uk/>.