| Independents’ Day for Jonny Stevens + Us + You? | |
Last week the Guardian ran an article examining the current state of the independent scene and whether the word “indie” even has any meaning today - certainly debatable.
While the article provides ample examples of the new way things are going and the benefits to indie labels/acts [quick response times, embracing the new, lower costs] it also addresses many points someone jumping at the idea of starting an indie label or pursuing an independent route as an artist today should keep in mind:
Even for indies with popular acts, the galvanising effect of the internet can be overstated when it comes to the bottom line…And though it is easier than ever to launch a label, the gap between putting out a few tracks a month and establishing a secure business is getting bigger…The biggest challenge to the indie sector remains the need to adapt to the longterm decline of the wider industry.
But even considering those points, other general business risks and relative lack of rewards for most, there will likely continue to be a noticeable growth in independent labels and artist activity for the foreseeable future.
In independent news from ourselves, my partner Johanna Gerrits secured a healthy investment yesterday for From Here To There Records!!! We’re somewhat excited. So while you should consider this the first of many great announcements to come in the following weeks, we took it nice and slow getting to this point, almost a full year. We have walked away from working with great bands [music and people wise], let other opportunities slip past us and made a few mistakes of our own.
But we have a plan [a real one too, in writing and everything!] and see these changing times as a series of opportunities. For us, artists we work with and the local and independent scenes at large.
And plenty of artists share our views on the need for new ways of doing things. Of experimenting. I would not be able to count the number of articles, blogs and what have you I’ve read that have included direct reference to the fact that the old ways are no longer valid means of doing business. From the above mentioned article:
It’s a great time for music. But the record companies have finally worked out they’re on the losing team. Whether you do it yourself through MySpace, or on a label, the record is just the smallest part. It’s all based on a model born of the 1970s and 1980s. It doesn’t apply to 2007. - Alan McGee, Creation Records founder
Local artist Jonny Stevens sent me an email this weekend because he knew I would relate. We’ve talked many times about the way things are done today and the way they will be done [we, like everyone else are guessing mind you, as it’s clear NO ONE has a sweet clue, certainly not the majors, and I’d guess we haven’t heard of the person(s) who will figure it out yet]. But it’s fun and good for our own pursuits to hash out ideas and plan to try something new.
As an aside on the point of people not knowing what the new model will look like, here’s part of article I mentioned initially in my post Giving It Away which was based on Cory Doctorow’s article about giving away his writing:
This isn’t the first time creative entrepreneurs have gone through one of these transitions. Vaudeville performers had to transition to radio, an abrupt shift from having perfect control over who could hear a performance (if they don’t buy a ticket, you throw them out) to no control whatsoever (any family whose 12-year-old could build a crystal set, the day’s equivalent of installing file-sharing software, could tune in). There were business models for radio, but predicting them a priori wasn’t easy. Who could have foreseen that radio’s great fortunes would be had through creating a blanket license, securing a Congressional consent decree, chartering a collecting society and inventing a new form of statistical mathematics to fund it?
So if you have an idea, maybe it will be THE ONE. Find someone who can help you at least try [or critique your idea] and see what happens.
Jonny Steven’s has plenty of ideas that reflect the opinions and perspective of many artists I’ve spoken to working and getting out seeing shows. He’s been part of the music scene for quite a while now and has experienced quite a ride along the way. He’s hard working, writes great music if his style appeals to you [go listen to see for yourself, links at the bottom of the page] and has put his heart and I’d say at least [more?] a year into his forth coming full length self titled debut.
While he will be releasing a CD for this release, I’m not so sure his next album will necessarily be available in that or any format, other than as a digital download. While there will always be some artists that will want a CD [or vinyl or even tape release - see one of yesterday’s posts] Jonny may find his views to label him as an early adopter to ways that are coming like them or not.
The following is Jonny’s email, a local artist’s perspective, on where he feels things are heading for the music business and his music.
The New Music Business - as seen by Jonny Stevens
After playing in a band for 10 years and having our music regularly sidelined by the labels that released it who once believed in it I decided to try something different…I’ve got nothing to lose.
Racket Records is a creation that stems from the music industries inability to evolve in our changing music landscape. This leaves the job squarely in the artist’s hands to keep up with market trends. It’s as easy as thinking up the name of your record company if you have the determination to make it work and don’t take no for an answer.
The days of brick and mortar distribution are coming to a quick end with major chains like Tower Records going out of business and most others changing format from music to DVD sales. The corporations that control these distribution companies and stores are trying to cling onto an ancient model of business, why would anyone pay $20 for a CD when they can get it for free online with the click of a button. The independent artist is able to react to market changes within days sometimes hours while boardroom meetings have to be held in the other model.
It’s an exciting time for me and many other artists like me. The technology has finally caught up with our creativity so the only thing holding us back are our own ideas as to how something should happen.
The music industry is changing and the people who are being given empowerment again are the journalists, reviewers, bloggers, DJ’s and booking agents. There is no need for major label backing to break bands as the internet does it for a fraction of the cost and weeds out all the bad music as determined by the fans.
Notice how the only people really worried are the ones with the most to loose. Major labels and bands that pull in millions of dollars in revenue under the old model while the rest of us starve. I say let the CD die. Stop trying to hold onto it. Imagine if we as independent artists didn’t have to worry about manufacturing and shipping costs?
We could get back to recording singles to release online. Record on Thursday, mix on the weekend and release on Tuesday. Now with DMDS we can have our music released nationwide to radio stations with the click of a button.
The power of the internet and sites like You Tube and myspace.com will surpass (if it already hasn’t) the power of MTV and MUCH as well as mainstream radio. The future consumer want their media on demand, not in between Nickleback singles on their local radio station.
I for one am excited about the new music business as I’ve always been the type of guy to evolve and adapt to market trends and changes. I’m excited that once again young entrepreneurial men and women are able to make their innovative ideas a reality.
Jonny Steven’s Homepage
His MySpace
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