Big name artists such as Metallica, Pink, Coldplay and Robbie Williams greet you at every turn, not only on the sites of major distributors, but also in ads on a multitude of social networking sites. Make no mistake, I am in no way criticising these artists, they just sprung to mind. I actually happen to like them, despite being trapped in the rock music of 1972 as far as my taste in music goes. These artists are not only extremely talented but they have worked extremely hard for a long time to get where they are. There is no such thing as ‘overnight success.’
So where do lesser known or barely heard of artists fit into this picture? As far as the major distributors are concerned, they don’t. They are not making the distributor vast amounts of money so when such independent musicians puts their material up for grabs on the likes of iTunes and Amazon, etc, unless people in their droves download their mp3 and download it quickly, the artist may as well not be there.
Despite Apple, whose market is primarily U.S.A.-centric, recently increasing the price of 'popular tracks,' as they put it, infact only 26 of the top 200 songs are priced at $99c. These include tracks by the likes of Lady Gaga and Miley Cyrus who have massive pulling power and are going to make Apple a truckload of money irrespective. Bands who really need their songs to be available for a cheaper price are obviously small-timers. I am absolutely disgusted by this almost arrogant and blaze' greed. In summation of iTunes they have just reinforced my longstanding suspicions that they hold no regard whatsoever for artists unless these artists happen to be money-making machines.
Despite Googles' claim that iTunes market share will decline it has infact increased. I can only deduce from a recent blog that iTunes/Apple are focusing on iPod sales. Having said this, iTunes still hold 69% of digital downloads in the States. With Googles' recently introduced search in partnership with iLike and Lala, which includes downloads from these sites available, I suspect that iTunes 69% hold on digital sales may plummet, hence their current focus on iPod sales.
To be a money-making machine takes one of two things....or both. A large amount of financial backing or a colleague well within the industry. The talent is a given. The unfortunate part is that younger folks are buying into it.
I see a massive resurrection in the position of independent bands. Why? Lots of reasons. Most of us don't want to be famous or rich. Most of us are true to ourselves and won't buy into childish and borderline evil 'in your face' promotion. I'm even beginning to hear the younger generation complain about the narrowing of the field as far as readily available material is on the sites of these major distributors. Even people my age and older who are well into a specific genre of music are saying the same thing.
Certainly independent artists network via the internet. With the exception of word of mouth, which generally applies to local gigs, there is a vast array of internet sites where independent music can be promoted. It's a matter of finding what site or sites suit each musicians' requirements best. Utilising every site available isn't a feasible option unless a musician has someone to keep all of the sites up to date.
Independent artists such as Michael Charles and Joe Gande have this down to a fine art. They make a point of popping by the various music sites just to remind people that they're still around. I find this sort of professionalism so refreshing as opposed to being overloaded by emails from artistes every time they play a chord. Michael and Joe are true professionals in the marketing sense. Musically, they also deliver. I am yet to hear a song from either artist that has tarnished their credibility.
Contemporary music and musical trends are cyclical. As I sit here in sunny Stanley, Tasmania, I can't wait for the day when the classic rock style of music is once again readily available to me.
