
The old ways of the music industry are slowly breaking down in our highly connected and social generation. The vital cause of this is that the internet has brought the power of democracy and choice into the hands of the music fans. We can now easily recommend movies, share photos, and meet friends online. With the barriers of communication cut down the music we listen too no long has to be selected by a small group of people who value profit over quality.
The Games Changing
In the past the only way for artists to get their music out was through well-established distribution channels (record stores & MTV). Those who knew the right people and had the money to back it up were the only ones with access to these channels. Recently those people are known as the “big 4″ music labels (Sony, Universal, EMI and Warner)
New Opportunities
The first step in this shift, triggered by technology, was the demise of the traditional distribution channels. The effects are easy to see with record stores becoming non-existent and with MTV’s airtime filled with reality shows. From all this, the easy target would be to blame it all on downloading of music. But there’s a bigger picture that’s not as easy to grasp for most people. The Internet created the opportunity for new ways of distributing music and platforms that can provide”:
- Highly personalized music to the listener’s tastes
- Sales dictated by community opinion not marketing budgets
- No constraints of top 40 popularity contests
- Artist with a global audience not just locally
Lets step back for a moment
This recent movement parallels a large shift roughly 100 years ago when cars’ where becoming common and the railway was becoming irrelevant. Trains were stuck on a set track that went in one direction at a time and could only stop in places which had enough people to satisfy the high cost of laying that track down and keep the engines running. Where cars allowed for transportation that went exactly where you wanted and could be personalized through style and individual needs.
Mainstream music much like trains can make the most money if it takes a “shot-gun” approach by trying to satisfy everyone. Usually by sticking to formulas that worked in the past like boy bands and sex. This mindset ultimately sacrifices creativity and innovation. It is also constrained, like trains on a track, by only allowing a certain amount of artists at one time. Industry insiders frequently speak about good albums getting shelved to make room the next Britney. This has consistently provided mediocre (although accessible) music to satisfy the masses.
Independent music shares the freedom of cars and can be suited the listener’s tastes. It has the ability to be satisfying the listener at a much higher rate through numbers and having few constraints.
There’s nothing wrong with mainstream for the casual fan who doesn’t take much interest in music. But for the people who know what they like and look for it the major label approach falls short in many ways. The essential question becomes where would you most likely find music that suits your tastes? In a selection of thousands or a select few designed to satisfy everyone?
The Barriers
This new opportunity that the internet presents has a few barriers we have to overcome to benefit from this movement. How do we find the music that we like if there’s so much to choose from?
This is one of the problems the current music industry faces that’s increasingly being solved by social sites online. Now that digital music can be distributed effectively the problem becomes separating the good from the bad. The labels traditionally acted as a filter to what music reaches the world by hiring A&R’s to scout for the next platinum hit.
Now the Internet can open up the filtering process to the music fans, whose intentions are finding the musicians who make the best music instead of most money for the label who hires them. The more we use these social tools we can bring democracy to music and hopefully raise the standard of what we consider successful music.
I hope to take some steps towards this direction with Contrastream. I know this post opens up many unanswered questions and I plan to continue posting more on this soon.
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