The management company that represented icons Michael W. Smith and Amy Grant for ages just folded.
Chuck Finney, the guy who almost single-handedly revolutionized the way Christian radio stations operate a few years back, is “no longer with” powerhouse Salem Communications.
CCM Magazine is only a website now, with a shadow of their 1990’s audience and zero pull with today’s publicists.
The Gospel Music Association is letting people go.
Their Gospel Music Week was a ghost town this April, with major artists no longer taking a break from touring to participate in it.
Speaking of tours – they’re losing money – big money – which means production companies are going down too.
Some say technology will save the day. Lots of artists are going on-line to blogs, twitter, facebook, etc because of this optimism. But this new technology is not the magic bullet some claim it to be. The bullet that works best hasn’t changed – it’s just changed hands.
The music business is about relationship. And now it’s the artist’s turn to have one.
Success in the music business once hinged on only a handful of relationships: a publicist and a magazine, a salesman and a bookstore, a radio promoter and a radio station, a booking guy and a promoter, an artist and a manager, a writer and a publisher. If all these relationships were working, if all parties’ interests were respected and pursued, if no personalities collided to the point of impeding progress, then the project or artist they were tied to would succeed (from a business standpoint.)
Relationship is still king.
Starting a blog, hopping on Twitter, launching a Facebook fan page – these are not cure-alls because they aren’t a relationship any more than buying a basketball is spending quality time with my son.
These technologies can foster relationships. But not without a lot of personal investment and intentionality from an artist.
This is a big shift in thinking for artists, especially at the top levels of this industry. Artists aren’t accustomed to being so accessible, accountable and out of control. Artists are accustomed to being in front of audiences that care about what they do, audiences they know are fans and they keep in the seats for a couple hours by charging a ticket price. But on-line, where spending time with an artist is free, anybody can wander into the crowd, boo, change the subject, or walk out. And they will.
Also, artists are used to hiring people to handle their relationships for them. That’s at least 90% of what a manager does. Labels congratulate and critique through a manager, for instance, who adds his own diplomatic spin to every word so the artist’s feelings aren’t hurt and the relationship is preserved. Not so on-line. Someone can be hired to hit the “publish” button on a blog post that gets e-mailed over, invite people to a Facebook event and even write to people for an artist and signed their name (it happens), but no one can convincingly be the artist every day in post after post or interact with commenters regularly. Artists can’t hire anyone to be them 24/7 and the internet demands those kind of hours.
Lastly, labels are used to creating and maintaining the image of an artist: focussing and filtering, controlling who can and can’t have access, and how much, when and where. There’s one official bio and one fact sheet carefully crafted in a record company office and then parroted by every media outlet. That’s not possible on-line. And that’s distressing, fatal even, if an artist has nothing to say or, worse, has lots to say about things that don’t matter to anyone but them. Hair products, high priced jeans and guitar pedals aren’t all that interesting to folks with real jobs. The public is now discovering through an artist’s blog what publicists have known for quite some time and expertly covered up: This guy’s just a singer. And that’s no basis for a relationship.
If the music industry dies it won’t be because everything changed. It will be because artists didn’t. Artists today have to – no, we get to – do what the rest of the industry and human race has been doing for eons: We get to be real human beings spending time with other real human beings. There’s no shortcut for that.
The Man was afraid to tell us artists this before: It was never about our music. And it’s not about new technology now. It’s always been about people. All that matters is.
.
I definitely think that online activity by artists is cutting things like concert attendance. Before the internet, people used to only be able to see their favorite artists in concert. But now, all they have to do is get on YouTube and Twitter, and they can “interact” with the artists and watch the whole concert that the artists did at their hometown last week. It’s like a front row ticket and back-stage pass, all for free. And it’s no wonder the music industry is collapsing.
i don’t think i’ve heard anyone say it better than this. great post shawn!
I can tell you that an artist adopting the view you shared here has changed who my favorites are, not just based on their accessibility, but because I get to see and hear from them as people rather than products. These are the artists whose newest release is flagged on my outlook calendar so I can remember to buy it the moment it’s available. These are the artists that I twitter and blog about. They are most often just ordinary people with extraordinary talent and I love that we get to see our favorites in this way. And, it’s pretty cool when once in a while they respond to you! We, the fans, become personally invested in the artist and their music…I can’t tell you how many past CD’s I have purchased, not because I heard a single and had to have it, but because I feel as though it is my duty, rather my privilege to support them with my sale. Even better when they are Christians and share their walk with those of us who take in the words of their music.
Just some insight from a regular girl with an awesome Itunes playlist.
As a new, independent artist, this really interests me. I just got on Twitter weeks ago, in order to (self-servingly), attempt to create momentum for my debut CD release. I’ve enjoyed being a part of it, but at the same time, I see how it can be used as nothing more than a self-promotion blurb. Or, on the converse, daily musings on everyday things. Either way, who knows what will stick?
Without a label, a publicist, a manager, a song plugger, I need to be all of those and it’s exhausting. I’m trying to forge my own way, using the best of technology to my “advantage,” while still trying to be real and approachable. It’s about branding, but everyone knows if the product isn’t good and customer service isn’t top-notch, no one will buy or care.
I’m happy that I might have a chance, because digital, new and social media, make it possible for me to find and reach out to an audience. I might be naive and probably a little starry-eyed. I’m a 34-year old mother of 3, living in the Midwest – certainly not the picture the labels would spit out for an emerging artist. I tell people about me and my story, because it’s real. I didn’t grow up in church or singing in choirs – so I share a tale of God depositing faith in me … His kind of faith, so I could do this. I went forward with recording my album, not because I wanted to become famous – but because of my deep desire to encourage people to live for Jesus.
I wanted to give it a go – no matter what and ultimately, let the songs speak for themselves.
But, until someone hears them … I (good or bad) have to do the talking.
I agree with most everything you said here. I have to admit I’ve been a little bummed over the past year or two because the artists are SO accessible. While that accessibility brings accountability to the artist, and a closer sense of relationship to the fan, it has taken away from the mystique of the musician. Back before technology, autographs were AWESOME. It’s not that way anymore. Before Twitter, Facebook, and all other online fan-to-artist portals it was EXTRA special if you got a chance to speak to an artist after a show. Meet & Greets were actually pretty incredible for the fans. I personally miss the days of musicians being unaccessible….made being a fan more intense. Live shows were more dramatic. “Sharing the same space” with a band at a live show had different meaning before this new-age online access to the artists. I can choose not to interact with artists online myself, but that doesn’t change the fact that the artist is mingling with the public every day. The mystique is gone.
Check out the Digg Dialogue with Trent Reznor if you want an “insider’s” perspective. That man is a brilliant musician, producer, and entrepreneur: iPhone application, BitTorrent downloads, relaxed AV policy at shows. He is behaving like an indie artist and he has been in the industry for decades. Awesome.
http://digg.com/dialogg/Trent_Reznor?FC=UATDTR3
I love that the mystique is gone. That mystique, from my vantage point, elevates one class over another – James would be ticked about that. ; )
Distance isn’t the only thing that builds that mystique either. There’s a lot of cash poured into haircuts and clothes and staging and on and on…just to make the guy on stage “other.” I don’t see any Jesus in that, personally. I know Gods works through, it in spite of it, but I can’t shake the feeling that it’s not his ideal. Maybe the only way to reach that ideal is to get rid of artists altogether ; )
Shaun,
Excellent assessment on the music biz & artists. Because of the digital shift in the consumer’s ability to buy direct from the consumer, the artist is in full control of their destiny. While online purchasing is becoming the preferred method of purchasing; it is still incumbent upon the artist to hit the road. Research has shown that consumers still buy music based on live performances.
Some good news: Research has also shown that illegal downloading is in steady decline. The bad news: legal purchases are in decline, also. Consumers are using their computers as radios; they’re listening instead of buying; for now…
bubba smith
Oops, sorry, I didn’t take into account the Christian music aspect of it. I do not differentiate between Christian and Secular when it comes to music. I’m moved spiritually by PLENTY of “secular” songs…and on the flipside not moved at all by PLENTY of “Christian” songs.
I don’t see class elevation as even relevant when it comes to music. I don’t admire an artist on stage because I may feel equal to him/her. I view his/her music as something SO much bigger than me….SO much bigger than even him/her. Class is irrelevant in my opinion in regards to this topic. Mystique and Class are unequals.
In regards to mystique I think distance is completely prominent, although not inclusive. My fav artists are the Indie artists…it’s pretty cool to have no connection with these artists and then when you get to see them live you realize they’re just like you. BUT you’re coming to this realization through their live performance…not through a resource such as Twitter. Because you have mystique doesn’t mean you’re not Christ-like. If you think Jesus didn’t have mystique I’d have to disagree strongly. A lot of his mystique stemmed from a feeling of distance and unfamiliarity.
I realize I’m in the minority on this, and that’s ok
This is profound.
I understand you better now, Matt. Gotcha. Thanks for the explanation.
I love that the “business” is changing.
I recently read on Brad Paisley’s blog that he was not putting out a “greatest hits” album (as would be expected at this point in his career) because why? It’s no longer a relevant thing to do.
I love that the artists are more accessible–but few of them do it well.
The writer (not a musician, but still in the “business”) who has impressed me most recently is Liz Curtis Higgs. On Facebook, she is a person you can friend (and not just be a fan of), she is warm and friendly and interacts with her friends. It’s pretty amazing. It also shows that you don’t have to be a 20-year-old to embrace change.
Jim Houser is another one (writing for SCC) that brings a very personable side to the Chapman family. Many of them blog, but he does the best at giving out just enough “insider, at the moment” information w/o overdoing it. Kudos to him.
My favorite artist (not naming her name) is one that has tried blogging, but doesn’t do it well. (Not that blogging is easy, esp at the beginning, and it’s not for everyone, I totally get that.) But I always think that she needs to figure out a way that DOES work for her in order to stay relevant.
Must agree with Matt on this. I followed one of my favorite artists of 08 and the more she tweeted, the less I liked her music. Six weeks and one of my favorite albums was reduced to something akin to nails on a chalkboard.
Access to the artist means stepping up the “like me” factor. It’s no longer strictly about the music, it’s about personality as well. Some of the most talented people are not folks I want to be friends with in “real life”.
Shaun, one last thing. Putting aside the FAN standpoint of music (I’ve shared my thoughts on that) and shifting to the MESSAGE-DELIVERY standpoint that’s SO crucial for a Christian artist, keep this in mind in regards to being so accessible…
I imagine Christ’s disciples were pretty attentive when he spoke. I can’t help but think though that when he rolled into some random town that folks were MUCH MORE mesmerized by him than his disciples were. I can’t help but think that these town folks hung on to his words as if they’d never heard words before period. Unfamiliarity. Mystique. Artists (Christian artists especially), through unfamiliarity and mystique, carry this same impactful ghost-like ability. The impact of their/your message is SO much greater when you’re like a ghost entering into a room….people are much more entranced and hone in much deeper. It’s human nature. Be careful not to underestimate the mighty, mighty message-delivering power of mystique and unfamiliarity. You can give up Twitter and Facebook as far as I’m concerned, but NEVER give up your blog! It’s too good
Thanks for letting me ramble.
you may or may not find this funny or interesting.
I started reading your blog because of the Compassion International promo that you did at the Travis Cottrell concert back in Atlanta (January 25, 2009).
I have never yet heard your music. but I really like you and respect your views and enjoy the way you put yourself out there.
will I one day look up one of your CDs and possibly buy? sure.
Was sponsoring a Compassion child a more important aspect of “knowing you”? absolutely.
Deirdre
Matt Hughes,
Your last comment sort of perplexed me. I’m not sure we can distinguish whether or not the masses were more mesmerized by Jesus than his very own disciples. The disciples were pretty mesmerized, as least as mesmerized as jacked-up human beings get by a suffering savior. They did, after all, give their lives in the end. I’m not sure how many of the masses that Jesus encountered actually gave their lives and their necks for the sake of preaching the gospel.
And my question is, what is the significance of being mesmerized by a fellow human being? There is something about that language that makes me pretty uncomfortable. And since Jesus wasn’t just a fellow human being but was God incarnate, I’m not sure your illustration is all that helpful in the end.
Really, Matt, I do think you are right- people do like the mystery and the otherness of artists and I don’t think the overfamiliarity that Twitter brings about will be very helpful in the long run for their individual fame. Having said all this, I don’t think that fact makes it right. In fact, it kind of ticks me off and it may even expose our own individual draw toward idolatry. If someone has to remain mysterious and set apart from us common folk, I’m not sure what that says about that particular artist’s heart and his/her judgment of my own. I’d like to think an artist would think better of me.
Very interesting conversation. Thanks Shaun and all who stimulate my thinking. I love it.
Melissa:
I’m not clear on your point, but I want to respond to your question / remark.
I think what Shaun is referring to is ‘Individuality”. Taking into consideration the person of Christ (after all, He called Himself the ‘Son of man’, right?) — He was an individual in every sense of the word. In fact, it got Him crucified. Did it get Him famous? You bet your cookies!
As far as mystique, there’s no greater mystery than the story of Christ! Mystique? I’ve yet to find a more mesmerizing character in history! It’s that Mystique that has driven untold billions of souls to Him.
It is human nature to be mesmerized by those we admire, but can’t quite figure out. They have our attention, and what they say can have a profound impact on us. (Which explains the strange ways of many artists). There’s nothing wrong with that.
The disciples were no doubt attracted to Christ, but His ‘mystery’ was what “set the hook”. (He taught them to be ‘fishers of men’ did He not?)
All the while, He was as common as you and me. Having the ability to relate to others is the greatest attribute one can have.
God didn’t send Christ as a King. He sent Him as a lowly common. It was Christ’s WORDS that made Him famous. It’s all in the New Testament, read it for yourself. God knew what he was doing.
That’s why God put artists in the world. (Whether or not idolatry comes into the picture is strictly an individual matter — depending on the individual’s emotional stability.)
As artists, we have an inner commission to relate what drives us spiritually — the same effect that caused the Master to fulfill His Call. It’s just something we cannot avoid. Jesus was a real guy, yet He was a master communicator.
We all share the bond of the ‘human condition’. Most folk don’t know how to express it, but they know it when they hear it, and latch on to it. Artists have the gift of opening that door.
That’s why they should be given a platform. It’s not all ‘by the book’ and cut and dry.
Sadly, most musical artists struggle with being heard — in a business that is brutal, biased, unforgiving, and greedy. The internet has opened the door to those artist who’ve fallen victim to the system, and has given them a chance to say, “HEY, this is what I want you to hear, this is what I feel, this is who I am, and I want to communicate it to you! — if you’ll just listen!” (‘…for those with ears to hear…”)
If you think I am making a correlation of being an artist to the person of Christ, you are correct. Jesus was an artist. He showed all the signs in His personality.
In essence, I think you might have misunderstood what Shaun was saying a bit.
He summed it up quite eloquently: “Artists today have to – no, we get to – do what the rest of the industry and human race has been doing for eons: We get to be real human beings spending time with other real human beings. There’s no shortcut for that.”
Well, the good news is–if we get done idolizing musicians, we’ve got plenty of potential backups. Megachurch pastors, for instance.
(*wink*)
Nice, Shaun. As for mystique and unfamiliarity, I think they’re way overrated from a Christ-centered perspective. So much of Jesus’ ministry took place in the context of close relationships with his disciples. Taking the thought a step higher, one of the reasons he died was to tear the veil (literally) that separated God from us. Here’s a personal way of seeing it: Shaun, I live in Maplewood, where your family lived some years back. About that time, your tune “Welcome Home” was all over the radio and was one of my favorite songs. (Still is!) Seeing you walk your little one(s) around the neighborhood, chatting with you at the pool, listening to you interact with other neighbors, all made the song even richer, because I knew you were a “regular” dude seeking grace to be a loving husband, a good dad, a kind friend. I was blessed to have such proximity—and that, as you say, is one problem with tweets, FB, blogs and My Space. Not only are they unable to replace real-life relating, but they often undermine it by creating a false sense of closeness.
Well put, Shaun. Ultimately, for artists to have a meaningful relationship with their “audience,” they need to be more accessible with the honesty of their music as well as how they interact.
The rules for “developing an artist” have changed, and are continuing to change, in this new digital and cyberspace realm. But, as you say, there are tremendous opportunities for better communication if people are willing to make the effort of being real.
Shaun
Amen Amen Amen Amen Amen Amen Amen Amen
Love ya
Colman
Melissa, awesome, very well put. You’re right about my assumption of Jesus’ disciples…I shouldn’t assume as much. My comment was in regards to being mesmerized, not about devotion. I do feel those are two different things. Clearly the disciples were more devoted than the common folk witness. I still assume and believe the people with chance encounters with Jesus were more mesmerized by him because they weren’t used to being around him…but you’re right, who’s to say?
As far as idolatry, wow, not sure where to start with this one. The typical take on this by a lot of Christians, well, to be honest it BUGS THE CRAP out of me. If I look up to, admire, respect, am mesmerized by, or see hero in another human being, that in no way lessens my praise for the one true God. It has always bothered me when Christians place “idolatry” on a person’s report card when they encounter people in their lives that they are blown away by, look up to, and are even mesmerized by. I think if I bowed down and prayed to a musician I’m a fan of, praising his name as my Lord, yeah sure go ahead and mark my report card in the idolatry section. But being mesmerized by an individual is idolatry?… nah I don’t see it.
This topic is obviously close to my heart…thus the multiple posts
Thanks Shaun for reminding us of simple stuff that we always seem to forget. You have eloquently reminded us what we are saved for. You have challenged us to live simply. Now you want us to actually talk to people and not have handlers do it. =) Thanks for being more than just a singer! …and thanks for wearing jeans from Target too!
Shawn!
Well said. I will counter though with this: I have always said “the consumer is king.” All the “king makers” you refer to above (of which I might be referred to as one) are nearly powerless without being attached to artists who are truly breaking through, selling records and tickets. I’ve seen incredibly powerful labels, managers, agents, promoters etc. hitch their wagons to artists that EVERY one thought would absolutely become the next ‘A level’ artist, go Gold, sell thousands of tickets every night, get TV exposure and magazine covers blah blah blah. But if the record didn’t sell, those power brokers had NO recourse. They couldn’t MAKE the masses buy the record. They expected the crowds would show up, and when they didn’t – the power brokers eventually had to move on. Timing wasn’t right or something. I’ve seen this over and over in 30 years in this business. I’ve also been a part of promoting acts that on our side of the business, nobody thought would go very far. But something happens – a grassroots movement around an act that industry people weren’t paying much attention to – or even a song that just HAPPENS at radio…the record starts selling – and the industry is somewhat caught unawares. And then everyone’s running to catch up and hitch THEIR wagon AFTER the fact. Bottom line – the consumer is King. Power IS in the hands of the masses. And I’m silly enough to think that God Himself raises up and puts down artists for certain times. Rather than working so hard and saying “hey God, how about you come and bless all this effort and money we’re spending,” I’ve been way more fruitful and content searching hard to find what God’s doing – and then go to where THAT is happening.
You had me till you threw god in there…
never read your blog before. excellent thoughts.
let me first say that i am pro- “mystique”! haha. isn’t it funny how christians get there back up about such things? i think that mystique is devastatingly UNDERrated in christian music especially, and could be largely responsible for the lack of impact it has on the world. as christians, we are called to be “wise as a serpent, and innocent as a dove”. do we really think that this is accomplished by creating our little CCM bubble where we are all “genuine”, and “real”, and uber-accessible to eachother? key word: eachother. we are in our own little world, friends. and until we wise up and create some “real”, “genuine” mystique or intrigue, we will have some good pat-on-the-back feel-good religious times together, but we will die alone inside the plastic bubble we have created to isolate ourselves from all that truly connects with the world. now, on to some less emotionally charged thoughts. sorry, as an aspiring musician, this is a topic i am passionate about.
it seems to me that the difference now, as opposed to the pre-internet/digital age, is that mystique is more difficult to manufacture. i think that mystique is a natural personality trait in some people, especially, but not always, in artists possessing extreme talent/brilliance in music and/or thought. they are often “space cadets”, or borderline savants. withdrawn, distant, “mysterious”. for those types, having a direct online portal into their lives will not decrease (in any big way) their “mystique”, because it is simply a part of who they are, and they will conduct their dealings with the public as such. furthermore, the fans who dig that kind of thing will not be heckling for the artist’s attention online and leaving mindless comments/questions, offended when no one responds. they will, rather, embrace the distance between them and the artist, chalking it up to all the qualities they love about the artist anyway, and simply admire the art, and pay the cover for the next show. though the coming age of the music business is frightening in some ways and very uncertain, my personal hope is that it will ultimately expose and draw attention back to the REAL artists, and real art. i’m not saying that the “real” artists are only the ones with mystique…far from it. there are entire genres of music (most country music, for example) that pay no mind to it, and, by nature, for the most part, don’t need to. but for the genres that, by nature, exude “mystique”, it will become more and more clear who has it and who doesn’t, because, as you said, artists are so exposed now. i think the new age of the business will ultimately be a good thing, and bring back a flood of real, great art. i hope, rather.
anyway…i will have to go shlogging more often. peace,
Lee
p.s. a possible future blog topic for you: “why did radio go down the crapper after the 90’s? and with regard to christian music, to what degree is the praise and worship movement responsible for the dumbing down of art?” (of course, the problem with this question is that it already knows it’s own answer, and likes to hear the sound of it’s own voice. shutting up now…)
I think what you refer to as ‘mystique’ is another word for individuality — which is something the music world is desperate for, especially in CCM. (So is it any wonder that the GMA is out of business?)
This article is almost ‘messianic’ (for lack of a better term), because it is a real look into the truth of the matter.
Being a CCM hopeful, you are in a awkward position, because you have to cater to the fundamental Christian church-going cheese-fest. You know: say the right thing, act out like you are a successful believer, do a couple of ‘hallelujah brothers’ and ‘amen sisters’ in hopes of it making a difference in the turnover at the record table in the back vestibule. A Christian artist has to be careful of not bringing offense or the ‘unconventional’ to most of the ‘milk consuming’ flock in fear of losing a gig. (I think you know what I’m saying).
So you walk a fine line (which is why I checked out of the Gospel scene a long time ago. I couldn’t jump those high hoops!)
If you take the time to look into a Pastor’s heart (at least one who isn’t so interested in building an empire), you’ll find a man who seeks out people who can truly ‘minister’, and not wow the crowd with promotion gimmicks and record success. Too many of those characters permeate the Gospel world, and they are shallow. I know, because I have been behind the scenes for a number of years.
With that said however, what the ‘Christian’ world is starving for (and the rest of the world for that matter), is transparency and brutal honesty. Why not be the different cookie in the box, and say ‘hey,I’m a struggling Christian!”. Why not allow your music to reflect those struggles?
(Remember Dallas Holm? How ’bout Larry Norman?)
What the Christian world needs is someone who can cut through the cheese, and do it in a way that touches the heart — without giving offense.
The tides are turning in the music world and the church world. Let go of the old way of doing business. As a Christian artist, you should be more focused on your spiritual walk. Your songs will reflect it. And — judging by the way the internet is changing the industry — your audience depends on it…
Peace.
My musical talent begins and ends with the kazoo, but I know good music when I hear it. So much of the ‘big music’ of the past was lacking in anything personal from the artist. I want good stories and lyrical poetry and not just something that was created to appeal to the masses. If the music doesn’t elicit some new thought or make me sing with it, then it will get one play and end up in my personal iTunes cemetary. I really like the idea that I can now buy single songs off of an album, which I think is beginning to keep musicians from releasing albums that are full of filler songs with little personal investment from the artist.
One of my favorite artists created his last album in his basement with some friends, mixed it on his Mac, and then released it through an independent distributor. It was just as good as anything the big music machine ever produced. And they were all songs that he wrote from his life experience, which made the music more interesting.
Now back to practicing my kazoo….
This is one reason why I never pursued a career in the music business. I’m an introvert. I’m not a people person. I can work small crowds when I know the people, but that’s about it. Strangers terrify me when I’m the one “running the show”.
Even under the old music business model, you still had to meet and greet after concerts and go to media events and such – the audience may have been controlled, but from my perspective that’s a heck of a lot of strangers to interact with on an almost daily basis. That sort of interaction feeds the extrovert, but it drains the introvert.
Now add to that the responsibility to be nice (or at least civil) to any old random schmo who stumbles across my website or blog and criticizes my music… I just couldn’t fake that for too long. I’d become known as the artist with the bad temper who told everybody off. Not good for business! Probably not good for my spiritual development, either.
Of course, the other reason I never pursued a career in the music business is because I don’t have enough talent. (But hey, that never stopped a lot of people.)
David:
Your brutal honesty is a wonderful attribute, and can win you fans. I suggest you trim off the excess angst by doing some honest self evaluation and free yourself from your fears and frustrations. You are a typical artist. I find the most brilliant artists struggle with their personalities. Don’t let that stop you.
The real world out there is looking for tangibility and honesty — real world life situations and honest art.
I would encourage you to express yourself completely, utilizing your own on-line domain. Don’t be afraid to express all of your creative urges. It’s real. It connects. It’s not some thing the public is used to: something contrived in an office and promoted by sponsors.
You have talent, or you wouldn’t have the desire to express it. develop it and expose it. Take my advice, and watch what happens.
Peace.
I enjoy where you went with this post. I can see this phenomenon with the growth in popularity of YouTube artists who are effectively engaging with audiences even as they are working their way up.
Profound insight as always Shaun. I really really liked your music when I first heard it, but I became a shaun “fan” when I saw you live in concert and got to know your personality and ability to relate to people. Now you are my favorite. I am thrilled with that part of the change in the music business, the getting to know the person and heart behind the songs. For that reason, I suggest fellow believers in supporting their favorite artists should get the word out and truly support their ministry. My biggest problem in the old culture was focusing on “collecting music” and basing my preferences on the sound of the songs versus the heart of the artist. Thanks Shaun for opening my eyes to that distinction and for being so accessible to us “fans”. God Bless!
Kevin
This is one of the best reads I have seen on the subject of our music world as it comes crashing down around us…
I’m still trying to figure out how personally engaging the fans is going to help disengage them from their wallets… so far I haven’t seen that happening.
Our company has several internet based projects that do very well as long as you stick to very cheap or free. How to monetize the transition to the digital age for music is one of the toughest things yet to solve. It takes time to convince folks to begin to pay for things they are accustomed to getting for free.. but it does happen.. My Grandparents would never have paid to watch TV.. my parents can’t live without their cable packages… I’d never pay to listen to radio.. my son on the other hand… only XM for him! I just hope we can all hold out until the transition is complete.. Me.. I’d love to see big LP’s again..LOL!!
Charles:
Best learn to ride the tide as it is. The days of old school artist / buying public relations are swiftly becoming extinct.
I would suggest — as I am putting into practice — to give the fans a chance to make a contribution; sort of a ‘love offering’ (by way of a PayPal donate button affixed alongside your product). There’s no way of establishing any type of bottom line profit from it. That’s where you may have to come up with something else you provide to your audience that can bring in a more substantial income. A specialized service or another product, for example.
Record sales are very shaky nowadays. Be willing to let it go for free. Free music is a great way to increase your audience…especially if it’s good music.
Peace.
Great stuff Shaun. very well articulated. very accurate. the future is scary, but it doesn’t have to be. the curtains are drawn, and perhaps that’s the way God has wanted it all along.
mixing commerce and the gospel is a potentially toxic combination. adding fame to the equation and it can be downright deadly.
Wonderful thoughts. I agree almost completely. What Technology changes is not the what, but the who. It gives power to the artist himself. It takes out the middle man and lowers the entry level. This means that there is more out there, but it also means that people aren’t needlessly overlooked because they didn’t have that “look” or “sound.”
What you are saying is a slightly modified version that Mike Masnick talks about at Techdirt.com. He has been studying Trent Resnor for a while now (http://www.techdirt.com/articles/20090201/1408273588.shtml) He talks about this formula: Connect With Fans (CwF) + Reason To Buy (RtB) = The Business Model ($$$$). He is absolutely right, and you are saying the same thing.
What has changed is the immediacy of music. People come and go at a very fast pace, like you said. They connect through various means (and radio is becoming less and less important as an avenue), facebook, twitter, myspace, pandora. And that is just to name a few. They want to connect with the artist and now they can. They love the music so much that they have to share with their friends so they all can share in the joy.
It is exciting to see how Technology plays a part, but you are right that it isn’t the only thing. If a band creates a Twitter, but does nothing with it what is the point? Or if their myspace only serves the purpose of show off tour dates, but never interacts than it will be of little use. I know there is a bright future ahead and it can easily happen with or without the labels. Either way whether the “music biz,” as in the labels, dies or not music will continue to be made and I am pretty sure money will follow.
Amen, amen
as someone who has just entered this crazy Biz of Music with Long time artist Barry Blaze / Code of Ethics .
all I can say is you are spot on.
myself, Barry, and others some who have posted , agree it is about change , there is no more Fakeness (there never should of been).
its about being real, real people connecting with real people ….and people are flawed ..artist , fans all of us. its time we stop pretending were not.
thank you for your honesty Shaun.
You’ve totally hit the nail on the head here. Artist-Fan relationships are so much more important that ever before.
I also think you can maintain an air of mystique and have a good artist-fan relationship. Just regulate what your prepared to make public.
Very insightful. Being a Nashville music professional for the past 21 years, I understand firsthand the value of having the right relationships.
Here, talent means little. Some have said in times past it was all about “being at the right place at the right time” — which is half truth, at best.
The bottom line of getting any recognition here has ALWAYS been WHO knows you and HOW they know you, and how can they can benefit from you. Top to bottom, that’s the established modus operendi of the Nashville pecking order.
And it is very easy to get lost in the shuffle. Very easy. Again, talent means little. One has to be a ruthless promoter. (Garth Brooks a great example, for those of you who know his ‘behind the scenes’ before his initial big break).
There’s a popular trend in Nashville among the many hopeful writers and artists nowadays: ‘networking’. And you have a few industry ‘veterans’ making money from them — with the premise that “it’s all who you know”, and “help enough people get what they want and you’ll get what you want’. Poppycock.
While it is vital relationships are the bedrock to success in ANY venture, most of the Nashville scene hasn’t caught on to the real world. (Although the record companies are scrambling to get to the internet — by order of the big boys in NYC). it’s still the ‘good-ol-boy’ network — which worked for a long time here, but is slowly dying off, and many aren’t ready for the coming revolution.
I said all that to say this: how refreshing and encouraging it is to know that the internet — which has completely revolutionized the record biz — gives a new meaning to the word ‘relationship’. An artist’s worth is determined by his/her genuine talent and connection with the audience. It gives those who have been ignored by the Nashville meat wheel a chance to be heard and taken seriously (which is the single most difficult thing to do here in the ‘Music City’… *cough*)
Awesome article bro. Best of luck to you.