The event will discuss how you can capitalize on the industry changes such as building your own social media army, personal branding and more. The event is brought to you by The Mattrix Minute, one minute daily advice about how to take control of your career.
Introduction to The Mattrix:
According to the business case study by Suhr, “Understanding the Hegemonic Struggle between Mainstream Vs. Independent Forces: The Music Industry and Musicians in the Age of Social Media,” breaks down the differences between major and independent record labels and how social media networking has blurred the lines of what it all means for musicians today.
In the past, major record labels are less likely to take risks because they’ve been operating under a specific strategy of success to reach consumers. In the early 90’s, record labels began to merge with a variety of entertainment companies to reach a global audience. This ultimately created the independent record label. An independent record label provides artist acquisition, recording and promotion but remains dependent on major labels for distribution and extensive marketing.
Stephen Lee says, “the independent labels do not remain static: either they struggle financially and file for bankruptcy, or they eventually merge with major record labels, or they become successful, but only in terms of maintaining the ideology of the independent paradigm, not in terms of finance.”
Current State of the Industry:
Define convergence culture: “the overlap between top-down mainstream media and bottom-up grassroots media.” For example, the band Radiohead cancelled their contract with EMI and successfully used their social media networks for marketing and distribution. This proves that independent labels don’t need to merge with the majors in order to remain or become successful. The case study states that the Indaba Music website allows musicians to interact directly with fans, which builds loyalty. “Now it’s possible for of generating critiques of artistic productions.”
Through selling and performing music on social media websites are available to professional and amateur artists. Prior to the rise of social networking online, mainstream music had a distinct line between the underground cultures. Now it’s a matter of being in the same place online regardless of the music genera. “In the context of the music industries, Negus mentions that Artist and Repertoire (A&R) professionals may serve as the actual mediators between new talent acts and the industry,” which is known as a type of cultural intermediary.
“Not only are cultural intermediaries the ones who influence society in an intangible way, but they are also the ones that deal with the commercial and business affairs: “they are involved in the construction of what is to be ‘commercial’ at any one time, often retrospectively, and they are engaged in mediating many of the values through which aesthetic work is realized.”
Although musicians may no longer be as concerned about getting signed to a record label to gain exposure, they must still work hard to gain recognition and popularity. This means that musicians must labor more to increase their visibility than they did in the past, potentially resulting in less emphasis being placed on musicianship and artistry.
Inspiration for the Event:
The Remix Your Future event will teach participants how this all works in one-day. Please visit the event’s website for more information and purchase tickets. Seating will be limited.
Details about Remix Your Future Event: