PART 2

As we said in our last issue we at Digitalgig believe that there is a chance to reshape the landscape of the music industry in favour of the smaller artist.  That if all of the many interested parties in the world of unsigned music united the future could be filled with hope. This is how we think it could - and should be done.

The stats from the MCPS/PRS Alliance survey we referred to in the last issue that concluded that 80% of all download revenue comes from 52,000 of the 13 million tracks available and that only 173,000 of the 1.23 million albums available sold any copies at all has to be taken seriously. The fact that 85% of all albums failed to sell a single copy should worry everyone concerned.

We believe that the answer, however unpalatable it may seem, is this:  Digital music needs to either be seen as a loss leader aimed at gathering more fans for the artist or everyone needs to bite the bullet and much more robust DRM (digital rights management) needs to be developed.  It may not be the answer the record companies want but it is the only real solution for non mainstream music.  A higher fanbase WILL translate into greater ticket and merchandise sales.  The truth is if nobody hears you, it’s over. 

As musicians such as those represented by the Featured Artist Coalition have decided (for whatever reason) not to condemn illegal downloading there needs to be a definition of what is and what isn’t to be allowed in the digital age.  It seems wrong for one half of the establishment to say ‘no it’s illegal and wrong’ while the other side says ‘we don’t mind’.  It undermines the position of the record companies and it weakens their case from a legal perspective.  The law states that a copyright holder should do everything within their power to protect their copyright.  The Featured Artists Coalition’s standpoint is, therefore, problematic.

With the stats we previously mentioned in mind we suggest that lower quality recordings should be freely traded while CD quality and above remain within a copyright.  This way the acts could allow their music to be heard freely but then true fans would probably still buy the full quality versions, especially if there was some extra exclusive content such as preferential concert tickets or band merchandise.  The fact is their needs to be a definition.

As the importance of the traditional record company declines there will also be a rise in the importance of the promoter.  The deals done by Madonna et al should show everyone the way things are going.  With the current financial situation things have got a little difficult for some promoters.  The smoking ban probably hasn’t helped them either.  They will though, we predict, have the future of the underground and unsigned music scenes in their hands.  We also predict that if they play it right they’ll make a vast amount of money.

It seems quite likely that most record companies will either expand their live promotions wing or create one and include live rights in artists record deals – another issue sure to concern established bands greatly. 

Another major player in the new music business will of course be the press.  This includes the new wave of online media from websites (Digitalgig included) through to bloggers.  Our main task will be to signpost the way to a new phenomena; the rise of the micro label. 

The main benefit the digital age has brought to musicians is to bring the distribution and marketing of their music within their own control.  The vast sums of money and extended networks that were once essential to help a band become successful are no longer as necessary.  Obviously if you have a lot of money to invest in an act they stand a much better chance but with a little creativity it is possible to make it happen on a limited budget.  The Arctic Monkeys, for instance, gave away their music at gigs and had fans create a buzz through social networking that took them to the top.  The fact still remains that they needed to create great music.

The main thing that needs to happen for the underground music scene is that it needs to become ‘cool’.  We believe that’s the task of the underground media.  The old world is dying before our eyes.  TV is dying, the record industry is dying and radio is dying.  All of them have failed to adapt to the threat of the internet and it’s probably too late for them to start.  If bands can embrace the changes and go for it themselves they will be the winners when the dust settles. 

In our opinion it is, therefore, time to raise your game and focus on the aim.  Times of turmoil also bring great opportunities.  Brace yourselves and go for it. 

We’ll be there for you to spread the word…. The Underground is the place to be!