For over four years now, we’ve been somewhat mystified by the hatred from some musicians and labels towards streaming services like Spotify. The general complaint seems to be that “it doesn’t pay enough,” but “enough” is often at ridiculously high standards. I’ve now seen three separate analyses that show that, on a per listener-per play basis, Spotify pays more than any other source. The problem, it often seems, is one of expectations. Part of it is simply that musicians seem to forget that their labels take a giant chunk of their earnings, and that the payments that eventually trickle down to musicians are often months or years late. Also, those doing the complaining often seem unable to comprehend that these services take time to grow, and as they grow, the payouts get bigger and bigger. But the biggest mistake of all seems to be the idea that not having your music where your fans want it is somehow a good idea. We’ve pointed out repeatedly that making music disappear from where people are looking for it only harms the musicians.
Furthermore, as we’ve seen over and over again, as these services get bigger and start to catch on, artist are realizing all sorts of ways they can profit from them. Two recent examples are quite handy. First up, we have independent musician Ron Pope (music here), who has written a fantastic piece for the Huffington Post about just how wonderful Spotify has been for his career.
In the good old days of digital music — say, five or six years ago — high-tech talent scouting by record labels meant trawling MySpace for hot new bands. Labels still hunt for acts online, but the pools of data they consult have become much more vast, and access to them highly competitive.
On Wednesday, the Warner Music Group, the company behind Bruno Mars, Wiz Khalifa and the Red Hot Chili Peppers, will announce a deal with the music app Shazam that will create a label imprint for new artists who are discovered through Shazam.
Shazam, used by more than 88 million people worldwide, identifies songs playing on the radio, on television or at a nightclub. According to the company, it is used about 500 million times each month to identify, or “tag,” an audio signal, which each year leads to more than $300 million in download sales.
The deal would let Warner executives use Shazam’s data to see what songs are catching on and where — potential signs of a breakout hit. Warner could use this data to sign new artists to a special Shazam imprint, and market them with Shazam’s help. Specific terms of the deal were not disclosed.
“There’s so much information that we’ve never had before as an industry, and Shazam is at the forefront of that,” said Rob Wiesenthal, chief operating officer of Warner Music. “When a consumer hears something he or she likes and holds up their phone, that enables us to learn more about the likes and dislikes of fans.”
Rich Riley, Shazam’s chief executive, said that big hits represent “a relatively small percentage” of the music tagged on the app, and that it is often used for songs by unsigned artists — the acts that Warner will be most interested in.
For Shazam, the Warner partnership is also an opportunity to move beyond its “name that tune” function and become more of a conduit for various forms of content. Last November, the company struck a deal with the media-services agency Mindshare to make it easier for advertisers to incorporate Shazam in campaigns.
“We want it to be the place you go for lyrics, the place you go to see video, the place you go to engage around a particular artist,” Mr. Riley said. “This is a big step in that direction.”
For the music industry, data is the new gold. A number of music companies have struck deals recently to help them comb through the noise of social media to see the early flickers of hits. Twitter is working with 300, a new company led by Lyor Cohen, Warner Music’s former head of recorded music, and last month Gracenote and Next Big Sound, two music data specialists, said they would work together to develop a customizable Internet radio app.
But whether all this data can lead to more hits is unclear. Jim Lucchese, the chief executive of the Echo Nest, a music data company that works with Spotify, Sirius XM and others but was not involved with the Warner-Shazam deal, said that the challenge is not so much getting access to information as having the expertise to interpret it.
“The massive amount of data that’s available is incredibly exciting,” Mr. Lucchese said. “The reality is that there is a scarcity of people out there who really know how to make sense of it.”
ARTISTS / LABELS: Get your music on Shazam now with ONErpm! Click HERE to get started.
This Gigantic Robot Kills is the sixth album by nerdcore musician MC Lars.
Lars has stated that he worked with "Weird Al" Yankovic, the Rondo Brothers, Nick Rowe and Mike Kennedy of Bloodsimple, James Bourne of Busted, Daniel Dart of Time Again, Donal Finn of Flash Bastard, Pierre Bouvier of Simple Plan, MC Bat Commander of The Aquabats, Suburban Legends, Worm Quartet, Gabriel Saporta of Cobra Starship, Brett Anderson of The Donnas, MC Frontalot, Amie Miriello of Dirtie Blonde, Jesse Dangerously, Linus Dotson of Size 14, Parry Gripp of Nerf Herder, Jonathan Coulton, Aesias Finale, Sebastian Reynolds, Brendan B. Brown of Wheatus, and classical musician Walt Ribeiro on songs for the new album.
Pick the album up on iTunes!
If there is one thing that almost every musicians dreams of, it is of that first major tour. Its that feeling of playing night after night, in the best venues of all of the major cities around the world, and always to a sold out crowd. But before that will ever happen, you need to answer one major question: Do you have a plan? If not, you can be sure to kiss that dream goodbye. And if you do have a plan, is it good enough? Music is a business just as anything else, and as such it is your job to play entrepreneur and marketer. While it is your product or service you are trying to sell, it is also your job to expose your music to the public.
First we will take a look at forming a proper plan, followed by exploring different strategies for putting that plan into action. The following are very important steps to ensuring that you have a proper plan in place before you even attempt to get that first gig:
1) CHOOSE THE RIGHT VENUES
Every venue has its own style, and is known for showcasing music of specific genres. Some venues are known to hold rock concerts, other are known for hip-hop, so on and so forth. It all comes down to the location, and the surrounding music scene. Picking the right venue for your gigs is very important, as is the first step towards growing your core fan-base, which will ultimately increase the attendance at your gigs. If your not playing to a crowd who won’t absolutely love your music, then you haven’t targeted your audience correctly.
As with any well thought-out marketing strategy, the first important step in promoting yourself and building your brand is knowing who your audience is. If you are trying to build a core fan-base, you better be sure you know who that crowd will consist of. If you are playing acoustic folk/rock, don’t play in a club for people who are looking to dance to reggatone. The same thing goes for hip-hop artists- don’t play in a coffee shop filled with art students who listen to indie rock.