Will being a live performing musician become a sheer niche market?
With festivals closing and 7 nights a week venues now offering music on weekends; while being hired as a background ‘feature’ to a private event as every guest talks at the top of their lungs over the sound of each others voices amplifies the ‘ignored’ talent is one of the good ‘gig’s, and where playlists have often become something to get you through the day but aren’t not deep enough to stop and connect with the listener…and on.
It begs the question, of how are you keeping the live music industry alive? And how much more can it change?
Here’s whats changed in a decade:
1. Streaming Services
Platforms like Spotify, Apple Music, and YouTube have completely changed how people consume music. The shift from owning physical albums or digital downloads to streaming on-demand has transformed the revenue model for artists and record labels. Access to millions of songs for a monthly fee has also shifted expectations around music ownership and discovery. Meanwhile, I’ve sold self-produced CD’s since 1997 and it was the most fun to hand it over to a fan with two hands and a smile. Music costs a little less to make today, as you dont have to buy ‘tape’ and recording studios are smaller while gear keeps getting smarter. A song digitally downloading or streaming just isn’t nearly as “fun” once you’ve lived the other side of this industry.
2. Social Media and Digital Marketing
Social media platforms such as Instagram and facebook have become powerful marketing tools for artists. They allow musicians to promote their music, engage with fans directly, and even go viral overnight. However, for me, it’s a bit daunting sometimes because you want to keep up and yet rather stare into a lyric than a computer screen. Luckily I have a few fans helping me out. And on this topic, both sides of the equation of Social Media need to be approached by both the venue and the artist and perhaps the manager too. Venues have fallen behind, while the ‘weight’ of this has landed thus on the ‘artist’/performer.
3. Decline of Physical Sales and Rise of Vinyl
CD sales have continued to decline, and digital downloads are also losing ground to streaming. However, vinyl records have made a comeback, driven by collectors and enthusiasts who enjoy the tactile experience of owning physical copies of music (me included, though I love to be a gym with a spotify playlist!) This resurgence in vinyl has created a niche market within the industry and though I grew up listening to Vinyl and have a phenomenal collection, SECRET SPOT was my first experience birthing my own. Vinyl comes with a sense of unequivocal charm, grace and price.
4. Direct-to-Fan Models
Artists now have more opportunities to release music independently, bypassing traditional record label structures. With platforms like Bandcamp, Patreon, and even their own websites, musicians can sell their music directly to fans, offer exclusive content, and build loyal communities. However it was the $$$ that record companies would back the recording artist with which allowed us to focus on the MUSIC and not the details of a website, post office line ups, poster creation etc. For me, the time to create music seems to get sucked up by all these details.
5. Globalization and Cross-Cultural Influences
The internet and streaming have allowed music to become more globalized. Genres like K-pop, Afrobeat, and Latin music have gained massive popularity worldwide. Artists are also collaborating across cultures more than ever before, blending styles and reaching wider audiences. And I just LOVE this. Though I prefer to travel to find it! 🙂
6. Algorithm-Driven Discovery
Streaming platforms use algorithms to recommend music based on listening habits, which has significantly impacted how new artists are discovered. While this can help musicians reach new audiences, it can also lead to a homogenization of popular music and to me I hear an intense homogenization on radio now as well, especially like New Country where radio stations also copy popular streaming platforms and that’s copying from a place where algorithms have already pushed similar types of songs. Mashed potatoes…one song is just like the other…and my ears first get tantalized, but then quickly tired or bored or something else I cant describe.
7. Data Analytics and Fan Insights
There can be a data-driven approach to help target marketing efforts, whereby one can plan tours in cities with larger fan bases, and release music that aligns with listener preferences. This is good for fans…if the fan pool gets big enough and the performer can performer live, they may follow your lead.
8. Changes in Music Production
The accessibility of affordable music production software has democratized the creation process. Artists can produce high-quality music from their bedrooms without needing a professional studio, making it easier for independent musicians to compete with major label artists. However…the quality control seems to have been cut off at the musician, as with good production even those who cant really play or sing can have a musical and starlike facade (good or bad…?!)
9. Shorter Attention Spans and Song Formats
With the rise of social media and streaming, people’s attention spans have shortened. This has influenced music production trends, with shorter songs and hooks that grab attention quickly becoming more popular. Streaming algorithms also tend to favour songs that perform well in the first 30 seconds, further reinforcing this trend. To this I can only hope that we strengthen our attention spans elsewhere, because your phone ‘owns’ you now, and meanwhile, I’ll try have shorter introductions and create more pizzaz or intense mood in the first 30 seconds.
10. Concerts, Live Streams, and Virtual Events
The COVID-19 pandemic accelerated the adoption of live streaming as a way for artists to perform. While live concerts have largely returned they are in some cases up to 4 times as much $$$. Virtual events might still have some popularity…but with attention spans as sited above, I’m not sure who is having much fun with this these days.
These changes have collectively redefined the landscape of the music industry, creating new challenges and opportunities for artists, record labels, and fans alike. Meanwhile, it’s kind of like ‘WOW’…and in the same breath it is kind of like ‘UH OH’…