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Dissertation
Jamie Rudd
Dissertation
Alternative Approaches to the Music Industry
Introduction
Today's presentation will be on the options available to those hoping to make a career out of their music.
Research Objectives
Research Objectives
Objective 1
Obj 1
To deepen my understanding of the music industry
- The roles different people play
- How it has functioned historically
- How societal changes have shaped the industry
Objective 2
Obj 2
Challenge perceptions about the importance of record deals
- to find examples of artists who have approached the industry in an alternative way
Objective 3
Obj 3
To explore the intersection between artistry and industry
- Finding examples of artists who run their own label
- And who see the administrative side to the music industry as a place for creative opportunity
Objective 4
Obj 4
To look for ways that artists and industry personnel have been tackling preeminent societal issues
- The need for environmental sustainability
- The legacy of colonialism and the continued presence of institutionalised racism
Signing a Record Deal
The 'Ordinary' Approach
For the majority of artists for the majority of the history of popular music, the accepted way to go about achieving success was by getting a record deal with a record label.
This opportunity would normally arrive through being spotted by an 'A&R man' - someone who works for a label scouting for and developing undiscovered talent 1
Structure of a Major Label
Major Labels
Almost all major labels belong to one of the three 'Music Groups'
Within these groups the labels (known as sub groups) function independently but receive financial backing from their Parent group
Imprints are miniature groups within labels with their own brand identity, often an imprint will specialise in a particular genre or sub genre.
Music Groups
There are _____ of labels of varying size and structure
Sub Group
Imprints
Why was this the only option?
Pete Townshend in his Home Studio 1970
Affordability of equipment - Home studios were only available to pre established artists or those with enough money to afford the expensive recording equipment
Why Was This the Case?
Contacts in the industry - Even if you were able to record an album at home, it would be invisible to the public unless you had the backing of a record company and their contacts in the major media outlets of the time - Radio, Newspaper, Television
Some famous artist with their record label exec
Why is this no longer the only model?
Technological Development
The growing affordability of recording equipment, the rise of digital platforms as the predominant platforms for music consumption and the introduction of distribution services have all contributed to an industry where producing and releasing music is no longer exclusively available to Record Labels with money and contacts.
Technological Developments
The DAW (Digital Audio Workstation)
Recording Equipment
Computers
Microphones
Streaming Platforms and D
Streaming Platforms and Distributors
To Sign or Not to Sign?
Imagine you are an up and coming Artist sat in the board room office at the top of Warner Brothers' Headquarters or another major label with similar resources and profile.
You know that
record labels aren't essential to your artistic progress in the way they used to be.
A Difficult Question
In other words, you don't have to sign this contract if you don't want to, there are other options available
With this in mind, what kind of problems might you be aware that you could face in signing the contract?
Topic
Artistic Freedom
For many, the most obvious way in which a record label might have a negative impact on an Artist's music
is through limiting their artistic freedom.
'Stick to the Formula'
Sticking to the Formula
Once a successful formula has been identified for an artist, a record label might demand more of the same, for many this might impede the desire to try out new things and develop musically
_____ Artist
in _____ ______ was dropped by the label ______ for not _______
Example
https:referenceforthisexample.com
Independent labels
Solution
Independent labels are historically more inclined to offer artists more freedom to experiment, even to fail, placing less pressure on the success of individual releases and more emphasis on sculpting an Artist's musical trajectory
Example (4AD blah blah blah, reference)
Ethical Agency
Sustainability
Environmental Impact
Who are you making Money For?
Working Environment
Often a band or artist might emerge from a music scene in which they are surrounded by like-minded musicians who create an environment in keeping with their ideas etc...