"WHAT YOU NEED TO KNOW ABOUT THE MUSIC INDUSTRY SERIES"

Today is what I like to call an informative blog. This blog is for anyone in the music profession. I recently done a blog that was pertaining to New School Hip Hop VS Old School Hip Hop, which I received several comments on from various online communities and blogsites. Those responses have led me to the blog I bring you now.
Today I attended the Recording Academy Atlanta Chapter seminar as an invited guest with producer / songwriter Billy Hume. It was various topics that were discuss but the two that struck the most interest and attention were 360 deals and the current direction of music as a whole.
First of all I was surprised to know the amount of sold units that are required to reach billboard’s top 200. At one point in time the amount was an estimated 10,000 units. With record sales being as low as they are the required amount is now 2500 units. That should give you an idea of where music is at this point. The question is not what do we do to improve it, but what do we do as professionals in this industry to maintain our careers?
To me this is a one of the defining moments of the music industry. It is a change in what we all are use to. My former manager said to me once “there is nothing new under the sun,” and he’s right. Music has been here before, in the eyes of change. For example, New York artist single handedly control the hip hop industry for years. No disrespect to New York, but during this time it was nearly impossible for southern hop hop artist to be heard or given recording deals. So they begin to distribute their own albums from the trunk of their cars, to the local neighborhoods, local disc jockeys, and clubs. That determination and grind was the birth of independent artist and label deals. These guys changed how the music industry had been accustom to doing business for years.
Here is another example. At one point albums were recorded and distributed on cassette tapes. Later on came the compact disc that we are all accustom to. It was a change. This change caused an uproar. It was a matter of not knowing the estimated amount of tapes or compact disc to manufacture. The expenses could effect both the label and distributor if not executed properly. In the end it served to be a large profit margin for old recordings. Labels were now able to double the money per unit. They had sold thousands of cassettes, but consumers were now using CD players in their homes and cars making cassette players a thing of the past. This allowed them to re-release albums dated as far back as 30 years and now sell the units double the price. Horrible for the consumer, but a plus for the music industry. It was a change. A change that effect the industry, but worked out for the best. What we are going through now is a change, but again “there is nothing new under the sun.”
From what was discuss at the Recording Academy chapter meeting, the majors are buying into the story of the artist. They want to see the work, the accomplishments, the numbers. They also stated that with album sales being as low as they are an album has become nothing more than a marketing tool. To break it down more for you, its extra money!! The artist has to do more than make good music. The money is now in touring, endorsements, song placement, and other new media. This gives everyone work to do. Everyone involved has to play their part in order for the machine to work properly.
As an artist you need viral videos, a page on every online community, blogs, your own social network and etc. You need to be on a one on one bases with your fans by emailing them personally giving them a way to contact you, keeping them informed. You need those fans at your shows and the goal is to have them bring at least two friends to your next show. You get what I’m saying?
Two examples I give to you are Paris Hilton and Soljah Boy Tell Em. I’m not the biggest fan of either. However they both fit the point that is made. Lets start with Soljah Boy. He’s the king of the internet. All I can say is whatever he is doing is working and is the model we all should be following whether you enjoy his music or not.
Paris Hilton,…let me ask you…what does she do? I mean we all know who she is, but what does she do as a profession? My point exactly. You know her. And the fact that she has become so interesting to the public it allows her the ability to sell purses, clothing, perfume, and MTV sitcoms to those who show an interest in her. I’m not telling you that you need money from a hotel franchise, a sex tape, or a dance. I’m telling you that you need to use the internet to your advantage and use it to grow interest in you or your artist. Allow your fans in. Allow them to know who you are. Give them your day to day struggles and success.
Okay….now I’m getting tired. I been up since 8am and its now 3am the next morning. If you are up here from face book then you know how little I sleep. So lets end the blog here, and I will give you my thoughts on the 360 deals tomorrow. Deal?

-CASH-

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