Everyone who has any interest in music must realise that the music industry at this point in time is seriously flawed. I set up this blog largely to post music that I like, and that I think other people might like, but because I have the ability to, I think I might as well go on and talk about what interests me from time to time as well. I am hugely interested in house music, and as soon as I have some time I intend to post a few of my own mixes, but at a general and non-personal level, I think its fascinating. In my very first post I mentioned how I feared that that over-commercialisation was going to ruin music. I still hold by that.
One of the main reasons todays music industry is so flawed is the lack of attention being paid to the development of art. The reason there are so many one-hit wonders out there is because it seems as soon as an artist get together a couple of singles that will sell, out they go into the market, and their follow-up is horrendous. I was at PigeonsAndPlanes.com the other day, which deals mainly with alternative and hip-hop styles, and spotted this video,
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What Owen Husney is saying is that you've got to build a fanbase because the record labels aren't interested in developing you as an artist, at least unless it'll guarantee huge financial gain. I definitely agree but I feel Owen is only scratching the surface here. Ill look into the artists themselves in a minute but I think that the procedures that the record labels themselves operate are flawed.
Take the analogy of a sports team. You've got your starters, your bench, and then you've got reserves, an academy, and probably scouts out there. There's a lack of depth when it comes to the music industry. With sports, development is key, it is the ultimate purpose. You spend so much money on scouting and developing talent, but in the end it will provide you with the finished product, and along the way, you've developed a whole generation of athletes, even if they don't end up going pro.
The music industry is looking for a finished product though. The big labels are no longer interested in finding the real talent, instead there's the search for the next financial gain, the next big hit. Labels have their first team, and maybe even a few benchwarmers, but below that there's nothing. There's no academy, there's no development.
A lot of people talked about Kid Cudi's last album and about how some of it seemed depressive, and so unlike what he's been producing before. When I posted about him earlier this week, I mentioned that, but I also mentioned that he seemed like a guy who gained so much fame so fast that he hadn't even had a chance to develop as an artist. There is no doubt Kid Cudi is talented, but so are so many others out there. Some definitely more than him. He got a lucky break and was noticed by Kanye. But then it seemed there was the inevitable need to release him as the next big thing. Suddenly he was the new trend in music.
Its that kind of premature exposure for financial gain that is ruining the music market today. I think even if you are signed by a label, that it shouldn't necessarily be your ticket to go try and make as much money as possible. That's the over-commercialisation that has manifested itself in the industry.
I'm sure the industry would argue that at the end of the day, labels are businesses, and they have to do what is best for their business, especially in the current economic climate. I agree, businesses should act in the way that is beneficial to their fiscal health. But I don't necessarily see why that has to conflict with developing talent.
Lets take the example that was gonna be mentioned sooner or later, Justin Bieber. I'm not a hater. My question is why him. Is he talented. For the sake of neutrality, we'll say he's not bad. But is he much more talented then other artists out there? Absolutely not. I'm pretty sure if I took a rock and threw it in a general direction I could hit someone with as much, if not more talent. Talent and potential are found in huge supply, but unfortunately, the demand for them has diminished significantly. Instead, theres a demand for fiscal potential. What the difference between fiscal potential and talent potential. The difference is the former is meant to guarantee monetary gain, while the latter guarantees nothing. In an ideal world, talent-based potential would be the only logical option. The thing that stuns me is that the industry has the ability to promote anyone towards world-wide status. The Bieber fever is a phenomenon, and nothing less. Its a prime example of how powerful the industry is, and with such a mediocre talent. Pair him up in a video and a song with a few famous faces, and you've got a sensation. But what if the industry focused on scouting out talent. What if they chose to scour the streets for those who really have something new to offer? Take a look at Dub FX. What if the industry decided to find someone like him to promote.
In all fairness though, the overcommercialisation of music is not only the fault of the industry. It has been welcomed with open arms by many an artist, who realise the potential to make money. There are too many to mention, and they're found in all industries, but they must be blamed as well.
The onus is on the industry though because they release this music, and they have the greatest ability to sit down and insure that they produce quality sound. In reality, the result of all this mess is a two-tier system within every musical genre. There used to be the main genres, Country, Rock, Classical, Rap, Hip-Hop, R&B, Latin, whatever. Obviously there are sub-genres within each and sub-genres within those. But now you've got a Pop class within each genre. And by Pop I don't necessarily mean whats getting the most airplay or whats the most popular, I mean what was produced for the intention of gaining the greatest market share within that genre. For most people, money is not unlimited. So the idea is that if you invest and buy one track/album, it'll be at the expense of another. And that's what today's Pop is; its not just catchy tunes, its the creation of a trend that is meant to garner as much financial gain as possible within that genre, at the expense of actual talent floating around trying to compete against a corporation.
This can be seen in every genre, but I feel like taking the example of house, and electronic music in general. With house, there are thousands of talents that produce and throw up their music onto the internet to gain attention. The Dance/Club genre, which is relatively new and is growing by the day, is following right in the footsteps of those well-established genres that are already infected with industry implications. You've got the soft dance music meant to attract air time and sales, and the actual artists who produce crazy music, but aren't recognised because its easier to market the pop tracks.
Kelly Rowland feat David Guetta - Commander:
There's nothing wrong with pop. I'm not one of those guys who immediately writes something off because its mainstream and because everyone will have it on their iPods in the next week. My only concern is that the promotion of this music happens at the expense of other, much better, music, produced by people who might not be famous or by a kid with his set in the basement or by some dude using Garage Band. There needs to be continuous scouting of talent and greater emphasis on good music. I realise that there are different tastes and I don't mean to discriminate based on my own, but I think theres a general understanding of what qualifies as quality and not just as catchy.
One final note; to the artists out there who want to make it, do attract a fanbase using what ever methods possible, but do not start charging. Too often you see a talent who decides as soon as hes got enough tracks together to releases an album for sale in iTunes or Beatport. Why? Just release it for free on blogs like this or on Soundcloud or whatever means you've got. Get feedback, develop your style, play gigs, travel, and keep producing and then start selling. There is so much focus on money in the industry that its blinding people from what the industry is mean to be about: music.
Gotta come back tonight with some music but for now enjoy my rant. Peaccee
**PS hit me up with some comments!
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