The music industry has changed so much in the last few years, and the element that is missing the most is artist development. In the past, a label would sign an artist on the strength of their material, whether they had previously released anything or not, but now this has changed.
No longer have the labels time and money to develop the artist over a period of time, and with the pressure on the labels, especially the majors, they want to see revenue coming back to them within their fiscal year.
So, what does all this mean to the musician out there trying to get a deal? Basically it means releasing your CD is not enough, and if you are not able to market and promote yourself, your chances of getting a deal are slim to none.
Labels want to feel something is happening with the band, and this could be a strong touring base, a local core audience that have bought the indie release, or the latest and best way to lock up a deal, or get your music licensed on TV!
In the upcoming newsletters, we will look at the different areas, and how to approach them to gain maximum potential from your efforts.
The good news is that it does not always have to cost a lot of money, but needs commitment from the artist to do a lot of leg work.
In 2006, 87000 CDs were released in America. Only 200 sold more than 100,000 copies. Many of the 200 sold millions, but we are now dealing with a saturated market.
The music fan is lost on a maze of music, and really has lost faith with regard to buying product without hearing a lot of the material or getting to know about it from a credible source.
The music industry is no longer a information business, it's a recommendation business. In other words, people will judge your music based on who suggested it, or who sponsors or endorses it.
If I have 100 albums to listen to, I'm going to start listening to the album that came to me from a source I trust, and if that is supported by positive stats involving touring, local sales, online presence, already they are at the top of the pile.
It's the same for labels! As soon as they hear about you, they get online and do the research.
One great example is an artist that recently got a deal with Universal. She had played the local scene in LA for two years. Labels noted some interest but not much.
She was asked to play at a charity gig in LA, and the online and T.V. star Perez Hilton went to the show. He saw the artist, and the next day, wrote about her in his hugely successful blog.
Her Myspace daily plays for her music up to that point were about 40, and after the blog ran, 60,000!
The next day three labels called the manager, and now she has a deal, as that one blog sparked off all the interest.
To recap, you must be visible, and you must be out in your market, playing shows, doing street marketing, have a strong online presence, and of course, try and create opportunity.
Bill Arnoldi is the C.T.O. of DiskFaktory and IDT Media Group, a company founded for Indie musicians by Indie musicians to offer a full array of Artist development and distribution services and disc manufacturing under one roof. Visit http://www.diskfaktory.com and see how we can help you with your project and disc manufacturing needs.
DiskFaktory
14 Chrysler
Irvine, CA 92618
(949) 455-1701
