The New Music Frontier Part 2

One thing, however, has not changed: it can still be a challenge to get people to listen to and like new music, which is why marketing and branding is playing an increasingly important role in the music industry for both new and established acts. Many of today’s successful and well-known artists started out running their own mini record labels, and this is still true today of new artists. Ironically though, perhaps, is that many of the 2 million bands or artists on MySpace (and there are many other networks) still do not know enough about the music industry, how it runs, what the pitfalls are, how to have a successful career and what dangers to avoid. Now more than ever, BANDS have to become BRANDS to get their message heard.

The good news is that the information is easier than ever to get, thanks to a wonderful invention and application called the Internet. In much the same way that doctors today are astounded by the amount of knowledge patients come to them with about an ailment (thanks to a quick Google search or a visit to Wikipedia), to be successful in today’s music world means that the bass player and the drummer or the Idols hopeful should at least know the basics about the music industry, not just about their instruments. That is, of course, unless they want to continue being the proverbial garage band or karaoke singer, keeping their music firmly in hobby mode by playing Guitar Hero or Singstar on their XBOX 360.

One thing that hasn’t changed at all is that artists have to be dedicated, passionate and hard-working if they are to turn a hobby into a career. Not even the Internet and Facebook can magically wave that wand to make the hard work disappear. As in the past, the groups or individuals who put in the hours and do the work will succeed with mathematical inevitability. There are still huge rewards to be had if a band or singer “cracks it” in the elusive game of music. And instead of the information being coveted by a few in the record industry, anyone who now wants to learn has the means, if only they have the will.

Certainly, without doubt, interesting times lie ahead…

Author Rob Rodell is a founding member of MBAC, the Music Business Academy (www.mbac.co.za). Rodell is also a singer-songwriter and indie record label owner who is starting his doctorate on music branding and marketing, and when not recording and releasing his own music, he teaches singing to students.