Why You Should Be Excited About the Independent Music Industry in 2010

Posted on 22. Dec, 2009 by refe in MUSIC INDUSTRY

Many bloggers and artists seem to be ending 2009 on a note of cynicism. While the year began with a sense of excitement about new possibilities available to artists, the independent music community has begun sounding unusually negative lately, even jaded. It’s like everyone is racing to be the first to declare the DIY revolution last year’s news.

2009 may not have lived up to everyone’s expectations, but there remain so many reasons to stay positive as we enter the new year. 2009 was transitional, as every part of the music industry struggled to find new footing. I truly believe that 2010 is going to be the year to plant our feet and make things happen.

Progressive or Regressive?

A lot of the negativity in recent weeks can be attributed to a couple of primary sources. We bloggers have a tendency to confuse cynicism with remaining on the cutting-edge of popular thought. Being the first to become jaded with a widely accepted idea and move on can often feel a lot like progressiveness. The headlines are catchy, traffic jumps and pages of heated discussion in the comments section ensue. That’s successful blogging, right?

Unfortunately, it’s really not progressive at all. In fact, prematurely dismissing ideas that still hold true potential has much more in common with re-gression. Independent musicians have been presented with what is perhaps a once-in-a-lifetime window of opportunity to succeed apart from the crushing practices of the traditional record industry. And we want to throw a wet rag on this fire? Yet, no alternative solutions are being offered. What option remains, then, except to go back to the way things have always been done? That’s regression.

Delivering on the promise

Artists appear to be growing frustrated with a lack of success relative to what they feel they’ve been promised by the Music 2.0 gurus.

Where are my 1,000 True Fans? I’m killing myself on countless social networks – why am I still not making any money?

I get the frustration, and I sympathize with you. The business of extracting revenue from music is not easy, and it takes a whole lot of work. DIY promotion is not a silver bullet. Hopefully neither I nor anyone else have led you to believe that it is. Signing a lucrative record deal would possibly be a lot easier (assuming you aren’t neglected or dropped unexpectedly of course.) But independence can be much more rewarding, and even more profitable than signing your rights to the majors.

Hang in there. Success doesn’t happen over night. Independent artists are small business start-ups. Any entrepreneur will tell you that most new businesses go 5 years before leaving the red. That scenario isn’t for everyone, but fewer and fewer alternatives are left. It’s important that you know what you’ve signed up for.

2010 is the year to make it happen

The DIY movement is one of those unique opportunities that only appear every generation or so. Music is leading the charge into modern, technology powered, socially connected business. This transition will only accelerate as other related industries begin to follow down the path of creative deconstruction. It’s the perfect time to establish a new career and make something happen. There is still room on the ground floor, but space is becoming limited.

2010 is going to be the year of execution for many – whether artists, new services or start ups. My advice? Do whatever you have to do to make sure that you are one of them.

Photo by Barry

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Tags: 2010, creative deconstruction, diy

22 Responses to “Why You Should Be Excited About the Independent Music Industry in 2010”

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22. Dec, 2009

[...] This post was mentioned on Twitter by Refe Tuma and Alex Highton, deaconlight. deaconlight said: RT @refeup: Why You Should Be Excited About the Independent Music Industry in 2010 http://bit.ly/76Ibme #DIY [...]
darragh

22. Dec, 2009

I’m not sure I understand. Why was 2009 disappointing specifically?
- refe
  
  23. Dec, 2009
  
  I didn’t find 2009 to be disappointing at all, but from what I have read and observed around the independent music community over the past few weeks many did. I tried to extrapolate why in the ‘Progressive or Regressive?’ and ‘Delivering on the promise’ sections of the post.
Eugenia

23. Dec, 2009

>Where are my 1,000 True Fans? I’m killing myself on countless social networks – why am I still not making any money?

If you did everything right, and you still make no money, then it’s probably because your music sucks.

It’s sad that many in the business don’t know when to quit. Not everyone is cut out to make music that sells. So the “why am I not selling when I do everything right” has an easy answer IMO. It’s a cruel answer, but it’s an answer.

>remaining on the cutting-edge of popular thought

If you’re on the “popular thought” side then you’re not cutting edge anymore, you’re old. 90% of the time it’s the unpopular ideas that break new ground. Originally they get buffed, but they eventually win.
- refe
  
  23. Dec, 2009
  
  If you did everything right, and you still make no money, then it’s probably because your music sucks.
  
  This is true more often than many would like to admit. Still, I would hesitate to make a statement that generalized the business so flatly. There are many examples of bands that flew under the radar for years before finding a substantial audience. Sometimes it just takes the world some time to warm up to something.
  
  Also, I don’t think that many bands have really caught their stride yet when it comes to DIY marketing and promotion. There’s still a lot of experimentation and trying this and that.
  
  My hope is that in 2010 more bands will have had the time to play around with different tools and ideas and be able to lay down some kind of real stategy to execute.
Paul

23. Dec, 2009

Thanks for the very refreshing perspective on this whole thing. Your point about jaded commentators and cynicism was really good. It’s like it has become the latest fashion to be negative and seems to be fostering a culture of cynicism. Perhaps it has something to do with the immediacy of communication now. Patience seems to be a lost virtue in this age and for a start-up this, along with a lot of persistence, are crucial factors which are being neglected far too often.

Good to see that someone is looking at the bright side for a change.

Happy Holidays!
Andre Nucci

23. Dec, 2009

I think this regression happens because people are still afraid to let go of the old business format. This kind of resistance happens every time there are major changes happening.
- refe
  
  23. Dec, 2009
  
  I agree. What’s happening in the music industry and other industries isn’t completely new – they’re following a cycle of creative deconstruction that has played itself out many times before in previous generations.
  
  Nevertheless, it presents an incredible opportunity for us to take advantage of the instability and stake out a place for ourselves that will put us in a good position when things settle down.
Greg Rollett

23. Dec, 2009

This is a really solid look at the state of the music business. The thing we have been seeing with our artists is that marketing and running a business is still a lagging second in their minds.

Like Eugina said above – if your music is bad no one will buy, so yes the art has to come above it all.

The next step is to really look at who would want your music. Treat it like a business. Have a plan. Build residuals and for God’s sake if you are only selling a $10 CD, you do not have a business. Start thinking products, etc.

Have a great holiday.
guscave

23. Dec, 2009

I think a lot of the frustration is due to the fact that there is just SO much stuff out there for the general public to consume and way too much of it really isn’t that great.

During the “bad old days” there was a filtration system called “The Record Companies”. Unless you were signed with one of the top 5 labels you really had no chance of getting heard.

True that from the mid- 80’s forth the folks making the decisions for the labels were accountants & pencil pushers who knew nothing about music and caused it’s own down-fall, however it did create a filtering system in which the public didn’t get over-whelmed by having to sift through mountains of sub-par music in order to find that one gem.

Having choices is good but unless you have a significantly, unique marketing strategy, you’ll simply be another drop in an endless ocean of mediocrity.
- refe
  
  23. Dec, 2009
  
  You’re right – I think that is definitely a source of frustration for artists. I’m glad you brought it up, because t’s also a topic that I am very interested in and will be writing more about early on in January. If you’re interested you can find an earlier attempt here and another, older one here. The January post will address the points you bring up in your comment more directly, but these posts are a start. Thanks for the comment guscave.
matt chow

23. Dec, 2009

Paradigm shifts. Out with the old and in with the new. I would agree, negative outlooks have taken over many middle class musicians. This is actually a good thing. Let’s weed out all of the poor music and musicians who can’t take the music industry’s hazing of change. Hold on all of you who stay positive and work hard and know your product isn’t shit. 2010 is the year my friends.
Kevin English

23. Dec, 2009

Hi Refe. Thanks for your positive outlook & hopes for the new year. Here is what resonates with me the most today:

“Independent artists are small business start-ups.”

This statement should give artists and bloggers plenty to do in 2010. I’m excited to hear more of your thoughts on the matter.

Best,

Kevin
- refe
  
  23. Dec, 2009
  
  Thanks Kevin – your post was sort of the unofficial inspiration for this piece, actually.
  
  Starting a career in music takes the same amount of persistance and planning as launching a small business venture. And it’s probably even more of a long shot!
Kevin English

23. Dec, 2009

Agreed. The music business is the toughest hustle around. I guess that’s why I’m addicted.

Thanks for linking to me. I’m looking forward to continuing this discussion.
Slash

23. Dec, 2009

I have to say- I totally agree with this blog. The truth is if you give up on what you set out to do it’s definately over. However, anything that last for 5(yrs) can be considered a success- so go the xtra mile to become who you are and not who you want to be. Remember the Basic Business Rules…….
- refe
  
  24. Dec, 2009
  
  Exactly. Anyone (in any industry) who goes into a new venture thinking they’ll hit it big in their first year is setting himself up for disappointment. Especially in an industry that is still very unstable and unpredictable. A successful career in music is going to take time. So give it time!
Robert Szeles

26. Dec, 2009

There isn’t anything to do but continue to evolve and try to be part of that evolution by trying to contribute in a positive manner.

The concept that, as a musical artist, you are a small business owner is something that must be grasped or else you’re headed for trouble.

Also, MUSIC and the MUSIC BUSINESS are two different things. I do agree that their is alot of mediocre and bad music being created by people who aren’t artists and just want to be famous and by artists who are not devoting themselves to their music the way they need to. There are also people mediocre artists doing well financially because they’re good business people/marketers.

Having said that, we should AVOID GENERALITIES. There are many talented artists who are not good at business and can’t afford to hire someone who is and they are not being heard. It isn’t because their music “sucks.” (and I don’t think it helps to throw around insulting terms either).

And It’s even more complicated than that. I have a song that won 3rd place in the Rock category in 2009 in the biggest music award in the world (Just Plain Folks Music Award)  and has appeared on several prime time TV shows and has received substantial internet and some traditional radio play. I am active on several social networking sites and have a mailing list of over 500 people. Yet still I made an insignificant amount of money through sales of the song.
People don’t like to hear stories like that. There are no simple answers. Everyone is trying to figure it out (even Trent Reznor says he is). The important thing is that we all try to move forward together and contribute what we can and share our knowledge to help educate the public that music is something of value. And one of the ways we artists need to do that is by creating great music.

Which reminds me I need to get off the internet and go work on a song. There is no better marketing than a producing a great song.
matt chow

26. Dec, 2009

Robert is right. A very smart man he is.
Robert Szeles

27. Dec, 2009

Gee, thanks Matt. I think you just embarrassed me.
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Manuel

07. Jan, 2010

Once again, a great post! I have noticed that many musicians and agents have not met their goals in 2009, despite their amazing websites, facebook fan pages and twitter accounts.

My strong guess is that many people rely too much on the internet and are so preoccupied with their online presece that they’ve lost touch with their real fans.

OK, I love the possibilities of the web 2.0 but every now and then nothing beats a personal phone call to your slacker friend that will bring 20 of his drunken friends to your show!