I had a long talk with a man in the music business I greatly respect yesterday. Well, I ate fajitas and listened while he did a lot of talking about the past, present and future of the music business.
Here’s some of what I took away, in my own words, not his.
We develop our musical DNA, our preferences, from ages 18-25. And it’s set. So, if you were 19 in the late seventies and early eighties when songwriters like Elton John and Billy Joel mattered, they still matter to you. But you have to realize that they don’t matter to most people because most people built their DNA on songs, not artists.
For most of modern pop music’s lifetime, artists haven’t matter. Songs have. Most of music business history has been built on songs, not artists. In the fifties only one artist mattered more than his songs: Elvis. In the sixties only the Stone and the Beatles mattered more than their songs. In the seventies things changed a bit but by the eighties we were back to a marketplace that cared more about the hit song than loyalty to the artist. The artist always thinks he should matter but in reality he doesn’t. His hits do.
Retail doesn’t matter anymore. In two years there’ll be almost no physical music product sold. Christian bookstores will eliminate music in the next few years. It doesn’t draw customers anymore and it costs labels too much time and money to get retailers to carry and care about their artists.
Touring companies like Live Nation are the new labels. Having agreements with venues across the country already, they’ll broker deals with artists next, buying up portions or all of their merchandising, record sales, and publishing. Artists will agree to these deals because they are guaranteed income and guaranteed bookings.
Radio matters less now than it ever has. Radio is finally acting on what it knows – artists don’t matter – by never telling listeners who they’re hearing and promoting artist events based upon the artist’s song, not the artist’s name. Radio play does not generate record sales like it once did in the Christian market. A number one song barely moves sales upward today, a phenomenon this guy can’t explain, but it’s undeniably happening. Radio lost it’s usefulness to labels when it stopped making them money.
Labels are watching independent artists (even buying them fajitas) to find out what they’re doing that works. Labels are morphing into one-stop management/merchandising, publishing, touring, promotions companies.
The artist who succeeds in this new marketplace is hands on and entrepreneurial. It’s not enough anymore to write and sing and play well. You have to market and sell too.
Singers are plentiful. Artists are rare. Artists wake up scratching to make music or they fear they’ll die. They can’t do anything else. Artists are the ones, more than retailers, labels and radio stations, pushing the industry forward. They’re the only ones desperate enough to try anything to stay in the game. Everyone else (who says the artist doesn’t matter) is learning from the desperate artist.
Rivka says:
Hey, thanks for sharing that! I’m always interested in learning about that sort of stuff.
shaunfan says:
I’m seeing all the trends you mention but I have to disagree about all artists not mattering. Granted, I’m an 80’s music guy and about to DJ an 80’s party which will be more about songs than artists (exceptions Madonna, U2), but since then I’m really more about artists like Collective Soul, Shaun Groves, Sara Groves, Glen Phillips, Todd Agnew, etc.
I don’t have to hear a song by those artists to buy whatever they’re selling (Sara sounds better than ever on her next release by the way).
Beyond my core favorite artists, I agree that it’s about the songs which is a more general observation.
Nancy Tyler says:
I don’t think my musical DNA is quite set yet (in part because I’m consciously trying to stay current and open) but I definitely have a special fondness for music I first heard between 14 and 22 and 28-38. My impressionable decades. haha
In Christian music, I’d think our “Elvis” would be Michael W Smith. He’s kind of a product in and of himself as a participant in and endorser of projects.
And I guess the big Live Nation example right now is the deal that Madonna scored.
Brad says:
Hmmm. I think radio could matter but they made themselves irrelevant. They look at what their demographic is and program to that group. Problem is they created that demographic by playing it “safe” and getting away from real variety. I’ve stopped listening to K-Love and started listening to a local station and loving it (why? more variety.).
And, I’m sorry, but I think the artist matters. You tend to identify with artists you like. I think we want to identify with them. I might buy 1 song that I particularly like, but I buy full albums of the artists I like.
Shaun Groves says:
The artist doesn’t matter, Brad, in the sense that most of what’s in your iPod is there because you like the song, not because you’re loyal to the artist.
I don’t matter to most of the people who buy my music. They don’t care what I believe, don’t go to my site, don’t subscribe to my newsletter, don’t seek out a show of mine in their area. But they play songs of mine that they like in their iPod.
The few here who disagree are not the norm for music buyers. Kevin, for example, is unusually interested in music. Most folks over 25 (even under it) don’t buy as much music as Kevin does, or visit their favorite artist’s website regularly…like daily. It’s great, he’s well informed about music and it makes him happy and me too, but it’s not the norm. The norm is liking a song, an album even, but not being loyal to the artist across albums.
Reminds me of that Rob Bell quote that applies in so many circumstances: It’s dangerous to think my world is the world. It’s not.
Brandon says:
we have a friend who works for Fervent Records. Their spouse is a “successful” recording and touring “artist/musician”. they voiced the exact same sentiments of this gentleman, not too long ago. i guess if nothing else, some of the industry-insiders are waking up to the reality…maybe a bit too late.
i agree with the (radio) assessment, 100%. the major station in Houston, will only play (1) song from most artists/musicians current album. if you get played on your 2nd, 3rd, etc., you’re lucky. however, they will play almost every single Newsboys, PCD, MWS ‘single’ that is released. it’s almost as if they get some sort of pay-off to do this…pretty amazing really. what’s really mind-blowing, is that they are still playing NB songs from the early ‘90s, but don’t play artists like Shaun, Sara Groves, Spur 58, Caedmon’s Call, etc…..Switchfoot is in town this weekend, and they are still only playing songs from “Beautiful Letdown” (3 albums ago!!)….to listen to their on-air interviews with the SF guys, you’d think they were their #1 played artist!!
they are givin’ quite a bit of love to Robbie Seay Band, these days…so i give ‘em a few props for that! outside of that, i usually end up tuning in to the XM Radio or some cd i have in the car.
thanks for sharing, Shaun!
Shaun Groves says:
Robbie’s from there. His brother pastors a church there. So that fan base helps “persuade” KSBJ to play the singles I’m sure.
The old stuff is getting played because it tests well. It’s familiar. Their target likes familiar. And you have an iPod so it’s not like if they played more current music and more variety you’re going to bail on your iPod and start tuning in. Not a chance. So what they’re doing makes sense to them – it keeps them in business. And this is a business.
aaron ivey says:
dude, really interesting. i totally see it.
Jordan Like the River says:
Yeah…
Just one addition to that fabulously heady set of bullets:
It’s not so much that tour production companies (Live Nation) are the new labels, as artist managers are the new labels. If artists used to get label deals to ensure distribution and visibility, that’s now become the job of the manager to navigate the fractured landscape of digital distribution and buzz-creation. Coolfer, an extremely knowledgeable (read: geeky) industry blog, blogged about that here:
Coolfer link
Shaun Groves says:
It’s semantics though, Jordan, when the touring company IS the manager (and just about everything else). Isn’t it? The point is labels are being replaced by _______ which now functions as label and a bunch of other things too. One company making money from providing multiple services to the artist.
Grovesfan says:
Great post Shaun! Thanks for the inside look.
Beth
keith says:
In regards to artist loyalty and preferring a physical product rather than downloads, I am also abbynormal.
Mark says:
Maybe its because I am a late adaptor, but the idea of no CD’s doesn’t make me happy. I like buying the physical product. That way, if my computer crashes, I haven’t lost my purchase. And I like getting the words and notes.
But obviously that is just me.
Grovesfan says:
I agree Mark. I much prefer the physical CD to the downloaded version. I love to read the liner notes and have the lyrics too (so I know Shaun is singing “core” instead of “car” on “Crave”). I have purchased a very few downloaded tunes, because I couldn’t find the “hard copy,” but it’s not my preferred way of doing things.
Beth
Brad says:
Shaun, I agree that ultimately people buy the songs and not the artist. But going from that to saying the artist doesn’t matter sounded kind of strong to me. I mean, you get one along with the other, but I guess that is what the last bullet points to. I still think people invest themselves in artists more than is suggested by the article though (I mean, we all want heroes, right?) but the buying public is having a harder time finding artists they want to invest themselves in. And yes, this is just my own personal theory, and I don’t fault anyone for not agreeing with me on it. After years of being in the corporate world, church, ministry and music…it’s just a hunch, that’s all. My 2 cents.
Kim B. says:
Hey Shaun,
Well, I think it is a shame that this is what is has gotten to. I am 42…and therefore am a bit old school I guess. I definitely want to identify with the artist. To me, I want to know that we are on the same page spiritually also. As stated above, I too like the actual CD…..partly because it is tangible…partly because I don’t own an ipod !!…lol.
I do think that this generation will be losing out with these changes. They are so caught up with the “have to have it now” way of living, that they are willing to live with less substance, less personal connection.
I don’t know if there is an actual solution….how can you go back, when no one sees the need to??
brad says:
Singer (or songwriter) vs. song is a long-time debate that extends far back into history. As to which is better, it totally depends on the situation. For example, I trust that Dave Matthews (with or without the Band) has thought deeply about the lyrics he’s writing, and about the music he’s putting forward. So if I hear something new from him, I’ll allow him to take me along, even if I don’t love it right away.
He’s one of the few that’s earned that kind of trust in me—most artists don’t seem to care that much about their craft.