Make Music Because It’s Part Of Your Identity
Make Music Because It’s Part Of Your Identity
And: Modern A&R, CDs, Spotify Biopic, Industry News
In a world where everyone is fighting for attention, artists are more and more aware of how they will have to market a track, and often will explore how to write and compose in order to increase the chance of it going viral on social platforms. This happens at the expense of originality and authenticity and increases pressure on the artist to perform in a certain way or to meet certain expectations.
This system comes with its own set of challenges: how can you get yourself noticed if you are just following along the beaten path?
Of course, there is a certain level of success one can achieve by emulating a style or sound. For instance, by releasing material listeners are familiar with, artists can get into mainstream playlists and achieve solid streaming figures. In other words, playing along can be rewarding. Ultimately though, even a good Spotify profile won’t be enough to build a motivated fanbase (the kind of fanbase that buys tickets and merchandise).
Authenticity will always be at the forefront of music creation. Don’t be afraid to pour your identity into your music: there is value in being peculiar. If you have a story to tell, or a genuinely fresh sound to propose, people will listen to it. Don’t just make music to grow your online presence, or because you are creating a business around it.
Make music because you have something to say, make it because it’s part of your identity.
It could be beneficial to stop worrying about the industry around you. Is my stuff good enough for my fanbase? Will the blogs be receptive? Will my local radio host like the track? Focus on translating your artistic identity into your sound. No matter how weird, or how vintage, someone somewhere will listen. And when finally, after sleepless nights transcending your artistic persona, you finally reach the result you were looking for… you’ll be glad.
Find your listeners. They are out there, but quite possibly not where you think they are. (remember your microniche?)
Swedish duo Morabeza Tobacco
Modern A&R is Not Just About Collecting Data Points - Although They Help
Have you ever found yourself in the midst of a pub conversation, discussing how modern record companies only care about streams and popularity?
A recent article by The Guardian sheds some light on being an A&R (talent procurement) in a hyper-digitalised world. It turns out that yes, data points (streams, followers etc.) are relevant, but they are even more relevant if backed up by good music.
It does make sense. You can game social media, you can game Spotify, but at some point you are goning to have to appear on a stage, just you and a mic. From there on, it’ll be up to you.
Joe Kentish is president of Warner Records UK, and has signed acts such as Dua Lipa and Griff. He says his early days in A&R took place in “an analogue world” where he might be tipped off at 4pm “to see an act in Preston tonight” that he had never heard of, scrambling to arrive in time lest his competitors swoop first.”
Today, he says, the same networks of managers, lawyers, venue owners and other artists provide solid leads, but there are more resources at hand, from SoundCloud to social media, to help A&R reps discover new music. The core skills of A&R remain, he says, but “we have way more data points”.
The CD Turns 40 Years Old!
Developed by Philips and Sony, the infamous Compact Disc format was commercialized in 1982. This year, it turns 40.
Wow! It feels like yesterday I was listening to Avril Lavigne’s ‘Under My Skin’ or Green Day’s ‘American Idiot’ on a shiny and slick CD. (This is millenial talk btw, not boomer talk ☺️)
Have You Seen The Spotify Biopic On Netflix?
I still haven’t, but my curiosity is rising. If you have already watched it, let us know what you thought about it!
Here’s what The Guardian thinks.
Industry News
😳 ‘Economic reality’ puts paid to Animal Collective’s UK and EU tour
“Another prominent artist’s tour has bitten the dust, with American band Animal collective announcing yesterday that they have cancelled their upcoming tour of the UK and Europe having spent months “trying to push through a mountain of touring obstacles related to COVID and the economy”.
📀 Tiktok Parent In Talks With Labels To Launch Music Streaming Service In 12+ New Markets
TikTok parent ByteDance is in negotiations with record companies about expanding its dedicated music-streaming platform to multiple new markets.