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That panel discussion validates my convictions.
I love how they used the word Machine to describe the artists they deal with. Great panel, they seemed really honest. Major Labels are actually a threat to those peoples business in the long run, unless there is a lot of outsourcing by the major label, and there is no guarantee of that for those on the panel.
The dance music echosystem is a different beast to traditional pop machines, there is not much these labels can do for you that you could not eventually achieve yourself, because of the internet, and because the clubs, club goers and DJs dictate success. There is very little room for major label marketing machines to be of value.
Another problem with these deals for EDM acts, is that EDM acts have longterm longevity that traditional artists and bands in other genres that evolve around image dont have. Old timers like Tenaglia or Carl Cox have been doing what they have been doing for well over 15-20 years. And they still have another 10+ years they could be doing it. Future examples will be the likes of Luciano and Loco Dice, they dont need these deals. The acts that have the least longevity in EDM most likely were involve with Major Labels. So if you've built yourself as a brand or household name you dont need these type of deals to carry on doing what you are doing, and there is not much a 360 deal can do to take you higher. You dont need a 360 deal to get gigs, music sales, or licensing deals, where most of the profits come from for an electronic music act.
The marketing machines for dance music are still in infancy. The way people still find the best music is through word of mouth, or whats played at clubs, and the rest on radio. There is very little control these labels have over what interests EDM listeners, especially if the music is reaching people mainly at clubs and through word of mouth on the internet. So why would established artists pay labels a cut at every level after doing all the leg work?
Established EDM artists are even more valuable, full of untapped unexploited resources, a lot of these artists are likely selling themselves for cheaper than what they are worth. And its harder for major labels to develop a pop product from scratch in dance music. For new artists these deals dont make sense for the labels, because the music, interest, and loyalty of the consumers is what makes the artist valuable, not the marketing machine. 90% of the artists i'm into were not sold to me through traditional marketing.
And then goes back to the topic's made by shills "buh buh there is no moniezzz in EDM." There is plenty of money in EDM through various facets, major labels would not be courting artists with lucrative 360 deals if there wasnt. In the longterm, EDM artists who show potential for longevity are worth as much as if not more than your average pop act or band that only lasts a few years, a talented EDM artist can be at it for decades.
That said, if you're an artist, i'm not saying absolutely say no to a lucrative offer, if they will pay you well, take it because a good survival is more important than living the underground mirage. But if you can, just keep making good music and build a nice discography, and overtime your value as an artist will build to a point where you will only need a good manager to help you manage things. The future is bright if you invest in it.
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commercial and underground electronic music (house/techno/trance/other) will surpass today's hip hop/pop/rock/country in worldwide interest...if it has'nt already.
Last edited by Kismet7 on Jan-25-2010 at 00:26
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