Indie Artists in the Music Industry

An independent artist is defined by the music business as one who is not signed to a major record label such as Warner, Universal, or Sony BMG. These artists typically have a tougher time getting radio play, selling merchandise and ultimately reaching more fans than an artist with a major label. However, independent record labels are known for finding popular up and coming talent because there is not as much pressure on smaller labels to generate sales. Rather, independent labels target a devoted fan base for particular artists. Independent artists are often thought of as different in comparison to popular artists that are more widely accepted.

There will always be a place for mainstream “popular” music because it will reach a wide demographic of listeners. Although music is constantly evolving and genres that were once considered popular are not received as well now, major record labels adapt with those changes and will always be able to give the majority of the music audience what they want. Music enthusiasts and average Joe’s alike are constantly being exposed to popular artists through popular culture. Furthermore, major players such as Clear Channel Communications (the nation’s largest radio station owner) typically play songs from artists that have spots on or near Billboard’s Top 25.

There are a number of different factors that a consumer will take into consideration when making the decision to support an artist. Music consumers do not only care about how the music sounds but what the artist looks like, where the artist came from, who they are associated with, and what their general image or overarching message is about. In high schools across the country, teens are always talking to one another about “what the next big thing is” and even brag about knowing about an artist while another student was unaware. Furthermore, it can be argued that all music dwellers search for a little bit of themselves when endorsing an artist. With this information considered, there are a lot of opportunities for music artists from many genres of music to reach some sort of fan base no matter how big it may be.

According to Holly Kruse’s article titled “Local Identity and Independent Music Scenes, Online and Off,” local independent music scenes have been popular for at least 20 years. Since the invention of the internet, indie music has become even more popular in recent years and easier to spread around the world. However, Kruse argues “that the decentralization and globalization of music production and dissemination have not resulted in the disappearance of local identities, local scene histories, or the perception that there are local sounds.” Despite indie music reaching a broader audience, local spaces are responsible for giving independent artists their start.

Music is widely distributed online legally through stores like iTunes but illegal file sharing networks such as LimeWire complicate the business. Thus, local music scenes have changed in that more artists are starting to make social networking pages online where web browsers can stream their music instead of using their local music scene to gain an edge. According to Kruse, “Inexpensive forms of music production and dissemination, both within and across localities, were defining features of pre-internet scenes, as were the perceived interchangeability of musicians and fans and the ability of scene participants to connect across geographical boundaries.” Independent music is often identified with region because the artist that comes out with material that is most understood by his or her peers from that same geographical space. Logically, this makes sense because as human beings, we tend to reach our hand out to those who know us best like our family and friends.

While the independent artist starts at their local scene, they still need to call the attention of record labels in order to increase their fan base. The first step to getting noticed by labels is playing shows but more importantly, distributing music online. Independent artists are privileged in ways that were never before imaginable because of the internet, which is responsible for the musical revolution we have seen over the past ten years. The internet gives listeners the opportunity to sample every music genre you could possibly think of. For example, an artist who is not yet signed but has great potential can post videos of their live shows to YouTube, stream MP3 files of their songs on social networking sites such as MySpace, and create a web site that features all of the artist’s news via blog posts. All of this is done over the internet and if the artist is tech savvy, they could get all of this exposure done without a record label or with very little help.

Still, a major goal of most independent artists is to get signed by an indie label and ultimately see how much their dream can grow. If signed by a label, an artist can possibly hit number one on Billboard’s Alternative radio chart like Mumford & Sons (signed to indie label Glassnote) did in October 2010. When independent artists reach this feat there is optimism that more independent artists will receive radio play to reach a broader audience. However, Rich Bengloff, president of the American Association of Independent Music, said that radio is harder than ever to land an independent artist. He expands on this thought by mentioning that most radio stations have a playlist that plays most of the same songs repeatedly in order to keep most of the listening public happy. However, another new technology has entered the marketplace in the past few years to help independent artists in the form of satellite radio. With satellite radio, a person has every option imaginable to choose from such as comedy, hip/hop, alternative rock, country, or heavy metal rock just to name a few genres.

It is important for an artist to get time on the radio and according to Bengloff, radio stations have “caught up with the times” in how they discover bands. He said, “In a way it is easier to get on radio because the stations are using other sources to discover artists. Consumers are voting, and if a band has a huge base online or touring, it's an asset at radio.”

Therefore, radio stations understand the constantly changing music industry and are open to hearing new sounds from talented artists. Most mangers in the radio business understand the demand in the underground music scene such as Paul Driscoll, Vice President of an alternative station in Boston. He said, “There are very good bands making music outside the so-called mainstream of the industry. The roster consolidation and downsizing of the majors has created opportunities for smart indies like Glassnote, Sub Pop and Beggars Group. By extension, they’re able to sign bands that are more accessible and less extreme than in a generation. The bands can reach their fans directly now, so there is marginally less heavy lifting for labels and radio stations to do. The listeners--many of whom are new listeners to the format, who have outgrown top 40--are now spoiled for choice and loving the thrill of discovery.”

Despite the many optimistic claims made about the internet being a great launching pad from which independent artists may launch their ships, the most obvious rebuttal to that logic is the downloading of free music. Napster was the media torrent where online users would only need an internet connection and they would then have access to a seemingly endless music library. Artists were not being compensated yet their songs were in the possession of many people which poses a major problem for the music industry.

Today, Napster’s original operation has been shut down but there are still ways of getting around paying for songs. For example, LimeWire is a file sharing network where users connect, download, and share files with other LimeWire account holders. Another example comes in the form of YouTube. There are websites that will convert YouTube video files into an MP3 format by only needing the URL of the YouTube video. In the music industry, major record labels have legal divisions that have successfully won court cases about the illegal consumption of music. However, independent labels and their artists generally do not have that luxury and this poses a great problem for their financial success.

Furthermore, indie labels are not always producing chart topping artists such as 2010’s Mumford & Sons or 2009’s Arcade Fire. In fact, it is seldom that more than five independent artists make Billboard’s chart. In the article titled “Indie Retail’s Lament” by Todd Martens, he explains that indie retailers are having a tough time being competitive with large retailers due to their overwhelming popularity. The problem seems to be that indie artists are trendy and will sell records well for two to three weeks from their release date but do not have the capability of keeping those sales high for an extended period of time.

Both sides have major points that make a lot of sense but after researching this topic, it is clear to me that independent artists have far more advantages than disadvantages in today’s music business. Whereas it used to be that artists had to rely on word-of-mouth, touring and record sales alone, they now should worry more about getting their music online. Of course bands will perform those fundamental tasks but they have a great source of getting their word out through the internet.

I was in Milwaukee in October 2008 to see an independently signed band that had absolutely no radio play but because of their online resources I was able to follow them, read about them and give them a listen. Not only was I able to read about their tour schedule over the internet, but I also read that they would be doing an autograph signing at a record store before the concert. I showed up a half hour early to the scene of fans formed in a line that extended out the door. I used to think that if you asked 100 people at random if they have ever heard about this band (Chiodos), that 99 would reply “no.” After arriving at this scene, my view of that changed. Perhaps it would be that only 94 would reply “no.” I severely underestimated the band’s fan base because you simply do not hear about them in the news as much as top recording artists like Katy Perry or Green Day.

The power of the internet is the independent music artist’s best friend even if it means others can obtain your music for free. You must first consider what you’re getting into when you release music. Technically, it is not a physical object but intellectual property that you share with others. The truth is that you must prove that you will generate revenue otherwise a record label will not sign you. That test is best passed by using the internet to reach a large audience of potential fans that will buy tickets, merchandise and albums.

We see more ways for people to create music than ever before. In an age of music producing software being standard in Mac computers and video games that allow you to create music, the only direction to head in (if you’re an artist) is in favor of technology. Music enthusiasts want to see a wide variety of multimedia from their favorite artists. These people want to meet the band, have a physical CD (or downloaded album), watch music videos, read about their tour, how their albums were made, what the recording process was like, and the list goes on. Thanks to the internet, an artist can document a writing session and share it with fans if he so chooses and share it with the world.

While the defense makes a valid point in that getting music for free is a major problem, it still exposes an independent artist’s work and he may benefit more by getting his name out to listeners. Eventually, if that artist gets signed, maybe those fans he had from the start will begin to pay for his music or attend a concert in support of him. Ultimately, the independent artist will thrive in time if they are signed to a respected indie label.