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The Nature of Indie
The Meaning of Indie
There are those who consider themselves indies that still
believe their Gatekeepers should be "weeding out" some of the musicians,
and taking on some of the financial burden of their career, much as the
major record labels do.
The theory is, "Hey, don't charge us up front, take it off the back end
after you help us make money."
This business model may work for some companies, and if that is what you
seek, well go for it! But are you really an "indie?" My opinion is that
if you are seeking a
company who selectively chooses their artists and who will put money
into the artist's career, seek a record label!
However... the 12 year path that led me to create InterMixx consisted
largely of discovering that the major label system simply does not work.
The reasons are many, but the most obvious is this:
There are over 62 million musicians in the US alone based upon the most
recent polls, and it's impossible for even a small percentage of them to
"get signed," and become "stars."
One result of this astronomical improbability that an artist will get
the "golden ring" and win the opportunity to TRY to earn a living at
their craft, is that the music industry has become infested with graft,
corruption, and a ponderousness that threatens to topple it due to its
own top-heavy obesity.
Suits that never even plunked a string or sang a note are flying in
private jets, and driving BMWs. Meanwhile the artists responsible for
creating the very product that has made these businessmen wealthy,
struggle to survive with no health insurance and a "day gig" so they can
support their "career."
What makes this already sad state of affairs even worse, is that even
GETTING SIGNED does not guarantee an artist success. Many times major
label artists have found themselves worse off after a few years of being
locked into a usurious contract that makes it easy for others to make
money off their work, and only puts the artist further in debt, to the
very Label that is making that money!!! How many horror stories have we
heard about high profile artists who end up in financial trouble, unable
to even use their own name, forced into expensive legal battles to win
back the rights to their OWN music! All the while the label is still
selling their creations, and earning huge profits.
WHY? Why is the music profession so much different than any other
profession? What percentage of law school, or medical school attendees
become able to enter their profession and earn a very good living doing
what they have trained to do? I am certain it's a hell of a lot higher
number than the percentage of musicians who are able to do so.
Don't you spend years training, learning, practicing? Don't you spend
thousands of dollars on the tools, equipment and education needed to
hone your craft? Isn't the skill you possess highly sought after?
WHY shouldn't a musician enjoy the same opportunities and benefits as is
befitting a professional career?
Changing The Paradigm
What we need is a NEW economic system, one that is REAL and works for
a much higher percentage of musicians. How many of you would chuck the
"day gig" in a heartbeat if you could earn the same money and have the
same benefits being a musician??? It can happen, but not by following
the traditional "major label" path.
What the music industry lacks is a reality-based strata. Somewhere
between "starving artist" and "platinum selling superstar," there needs
to be a massive middle ground, or a "middle-class" if you will.
An economic niche where a musician can enter their field as a
professional, and enjoy a HIGH probability of earning a living, much as
would a graduating Doctor, Vet, Dentist, Lawyer, Computer Programmer, etc...
I believe one of the easiest ways to help bring about this kind of a
re-tooling of the industry is to gain clout as a COLLECTIVE. The
quickest and easiest way to do that in my opinion is to work where we
can. We all know that as a group, independent musicians are one of the
most sought after markets in the world!
Major manufacturers and other multi-million dollar businesses do not
thrive on the profits they earn off a small handful of "rock stars,"
they make millions in profits by selling to YOU!
Other consumer groups have realized this and proven that by banding
together, and empowering themselves as a collective, they have been able
to bring about significant change for their members on ALL fronts. Money
talks after all. Look at the AARP as a famous example of this theory
turned reality. Seniors now enjoy much better treatment societally,
partly as a result of realizing their strength as a juicy target market.
You're going to be marketed to no matter what, and no matter what,
you'll have to patronize at least some of the businesses doing the
marketing, why not use that to your advantage? These companies spend
millions advertising to you, why not use your clout to get them to
advertise FOR you? Let THEM get some of their money "off the back side"
so to speak!
Creating a truly powerful "internetwork" of independent musicians has
become my life's dream, and my lifelong goal.
I hope to pass from this world knowing I helped bring about important
changes for the betterment of artists' rights, and significant
improvements in the basic functioning of the music business economy. I
can only do that if I build that internetwork successfully, the power
will come from the sheer weight of numbers. The more people who get
behind an idea, the more impossible it becomes for those opposing it to
stop its fruition, no matter how powerful and wealthy they may be.
I truly believe that those who join me in this quest, are not only
helping other artists, but by its very nature, they are helping
themselves as well.
Win-win, or "co-opetition" as a famous rapper referred to it... It's the
ONLY workable alternative.
Action Items
In my opinion, the first step that artists need to take in order to
form a collective, is to raise awareness. Email groups
are powerful tools for that purpose. The general message should be
simple, and to the point: "Indie" means INDEPENDENCE from major label
tyranny. The power is in the hands of the artists, unite and be heard.
Through InterMixx, I have been striving to create an "internetwork," of
artists and businesses that are supportive of indies. The key factor in
building this internetwork is communication. which is mainly why the
internet is such an amazing weapon in the fight. Never before has it
been so easy to communicate with so many people so quickly and affordably.
Our most recent Alliance, which we are in the process of building with
the American Federation of Musicians, is the most significant step
forward towards our goals that we have made to date. As more and more
AFM members are "folded in" to InterMixx, the word will spread faster
and faster.
Regardless of the affiliations a musician gets involved with, it's
critical that those groups retain an open mind in regard to
internetworking with other similar organizations. The more Alliances
that can be built, the bigger the WIN -WIN gets.
Of course my suggestion is to join InterMixx, but the bottom line is
communication of the idea, and collective agreement on the goals.
A next step might be to work on raising awareness amongst indies that
they would possess enormous consumer clout if they unite, and this clout
could be used to help create many peripheral improvements.
One of our plans to facilitate this is an Alliance with manufacturers of
music equipment. We plan to expand the InterMixx Workshops to full blown
events unto themselves, during which the artists will form impromptu jam
bands and demo gear provided by the various companies. Several musicians
will be chosen to bring the gear home, to continue the demo, and then
rate and review the gear. This info will appear in the Webzine, as well
as in the IndieGate, where it can continue to be rated by other members.
The overall, long-term result of these ratings will be that we'll begin
to build a power base as to how effectively the companies can market to
indies. This should create better deals, better gear that's more suited
for indies, and more support for indies from the companies that wish to
sell to them. A good example of this premise is Consumer Reports, the
magazine that rates general products and helps foster integrity amongst manufacturers.
Again, these plans depend entirely on huge numbers of musicians getting
behind the idea.
Other action items that should be considered are the formation of an
"indie ad council" of sorts that would promote awareness advertising by
major manufacturers. If they use a percentage of their massive ad
budgets to raise awareness of indie music in the public eye, and help
make it "cool" to seek out lesser known acts and original music, they
will benefit later because the indie artists will have more money to
spend on their gear.
This is a serious area where strength in numbers would make all the
difference. If 200 indies asked a company to spend money on ads that
basically say "Indie music is cool, go buy some..." they'd ignore the
request, but what if 200,000 indies asked?
As you can see, getting the word out and getting indies to buy into
these premises is job one. Once that is achieved, how the clout gained
from numbers can best be used is easy to determine. If you want to move
a mountain you must first build a really big bulldozer.
Let me give you all a thought to ponder... Imagine if all of a sudden
EVERY artist in the world said... "I decided I am NOT going to sign a
major record label deal, and instead, I am going to remain indie and
market my music directly to my fans!"
What would happen?
You want my answer? The future.
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