"Indie is the New Major"…..A saying coined by “Renaissance Woman”, and Music Industry Professional, Dr. Syleecia Thompson, certainly rings true in what is considered by many to be the digital age of music. Yes, we are now in “The Age of The Independent Musician”….. WELCOME…. Not that long ago, it used to be the case that you weren't truly considered successful unless you were lucky enough to land a record deal with a major label. Such a feat meant that “This was your big break, and that you had finally made it.” You could now reap the benefits from years, and sometimes even decades of practicing and struggling as a musician, and finally get your chance to own the spotlight…That was then …
Nowadays, all you need is to get enough YouTube hits to be considered viral, and like that, you’re a bonafide “Internet Sensation” (just ask Psy)…So this good news, right? For the artist, that means that you can get your message out to the masses on your own terms without the confines of a record company or the hassles of clauses in a legal-binding contract. You can do all of the work of manager, promoter, and marketing team by yourself- and at only a fraction of the cost. For the listener, this means that we can hear more of the artists that we like because they are much more easily accessible than they would have been 7-8 years ago by adhering to the traditional means of finding new music- Radio and Music Videos. Now one can do all of that by themselves with a good Smart Phone. So what’s the problem?
That being said, creative freedom does come with its own hefty price. In the sense of “artistic expression,” this also means that the average “Joe Schmo” can upload a video of himself singing along with a CD, and it can go viral just for its comedic value; but not necessarily because he/she necessarily has talent. One can be viewed as a success for how many YouTube views they have- not taking into consideration the actual amount of real fans they have generated from it.
We, as a whole, support an industry that is hellbent on finding “the next big thing”- no matter the cost. We support an industry that is more focused on how many Twitter followers and Facebook likes you have, rather than how good your music actually is. For the right price, you can BUY followers…You can BUY "likes".....However, You Can’t BUY Talent…That’s what brings people to your shows; that’s what makes your music get stuck in someone’s head to the point where they actually want to go out and buy it. Don’t get me wrong, Social Media is huge in being able to get your get your music out there to the masses in a way that you could never dream of doing before. If you’re going to build a brand, it’s largely important that you have a Facebook and Twitter following in order to stay relevant and connect with your fans…but that’s the name of the game….Connection…….Are you connecting with your fans so that they are in turn engaging with you through Social Media? Are you connecting with your audience during live performances? How does your music makes them feel during that performance? That is not something that you can magically conjure up out of a formula. It has to be real; it has to be genuine.
In doing my Indie Reviews, I see independent artists do shows that fill up some of NYC’s largest and most popular music venues- not because they have major record deals, but because they are out there hustling and grinding every day to develop their brand and stay loyal to their fans. They don’t have legions of people behind them, and they aren't making massive amounts of money- but what they are doing is making their own music… on their own terms. They have a loyal fan base, and are gaining more fans with each show that they do. They’re redefining what it means to be successful in the music business and are the crafting what is to be the next movement in popular music.
The Indie Acts are not so because they are not good enough for Radio or popular enough for mainstream. They are so because they CHOOSE not to compromise their dreams, their ideals, and their message- for the Almighty Dollar……
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Until Next Time.....