Oct 13 2012
The Evolution of the Web – A Catalyst for Change in the Music Industry
https://www.youtube.com/watch?v=Grt98wtZc_0
To this day, many musicians and record executives consider file sharing theft. The industry is looking for ways to prosecute offenders and further protect their content. File sharing websites have essentially killed the traditional dominance of major labels in a previously tight knit industry. As soon as one file sharing site is shut down, another one is created. Major labels must accept this reality and find creative ways to embrace social music sharing to sustain a position in a rapidly changing industry.
Previously, major record labels monopolized traditional retail distribution channels, while independent artists struggled to get their music heard. Now, thanks to various forms of social media and file sharing sites, previously unknown artists can develop successful careers through leveraging social media and file sharing.
Independent rappers Mac Miller and Macklemore have mastered this concept.
In 2011, a Forbes article declared Mac Miller to be Indie music’s savior. Miller’s rapid commercial success was a result of a series of quirky and effective social media campaigns combined with a tremendous work ethic. Currently Mac Miller has just under 3 million twitter followers and just over 380,000,000 YouTube channel views.Miller is the first indie act in over a decade to have a #1 album. Maintaining and interacting with this cult-like online following has enabled Miller to become the artist he is today getting over $150,000 for a performance.
Miller helped develop a career through giving away his music and interacting with fans. As mentioned in the Forbes article, to develop a twitter following, Miller gave away songs for free after every additional 100,000 twitter followers. Combined with his genuine personality, his authentic music appeals to suburban youth. Miller isn’t wrapping about drugs, hoes and clubs. He wraps about smoking pot and everyday life experiences. His low budget music videos have become hits and enabled him to develop his own creative concepts without the influence that would be present in most major record labels. Miller understands that record sales provide a small amount of revenue for most artists these days. Miller makes the bulk of his money through live performances and merchandising. Since Miller is still an indie artist, these revenue streams flow directly to him. By initially giving away music, Miller developed the extensive fan base necessary for a sustainable career.
Tonight, Seattle native Macklemore is performing his first of 2 sold out shows at the Vogue theatre in Vancouver. Aside from the fact that Macklemore and Mac Miller are both white wrappers, they have similarly leveraged social media to reach a targeted fan base of comparable consumers. Macklemore is heading up the iTunes charts. Look for him to become an Arena filling, chart topping artist in the next few years!
https://www.youtube.com/watch?v=eBItbPi-ZU8