How to Support Independent Music in a Changing Industry

The music industry is changing, major labels have been losing money since file-sharing started cutting into their profits. Maybe we shouldn’t care, for most major label artists are heavily publicized, pre-packaged for the masses, and generally worse than our favorite indie bands. But how is the shift in industry affecting independent labels? Common sense says that indie labels suffer alongside the big players, but the change in the industry is shifting towards a diversification of music, with more and more people listening to what they really want to hear, instead of what is imposed by the mass media. How you can support indie music in our changing times, after the jump:

The first thing we must understand is that if an artist is advertised enough, that artist will sell. It doesn’t matter if the music is great or not, only how much cash is spent on the distribution of the artist’s image and the insistence that the artist is great. Media outlets can easily play the same song thirty to forty times a day, and that inevitably leads to sales. However, with the great expanse of the Internet, we now have the opportunity to pick and choose, provided we have the patience and initiative to wade through the rich online environment.

If we don’t financially support music, then musicians can’t continue to make it. How many musicians have second jobs? Just look at your local scene, most musicians struggle to make ends meat in the music business, regardless of talent or hard work. Such a competitive market, combined with free world-wide availability online, makes a studio recording a non-return investment. For small bands, studio recordings cost a considerable amount of money, and the lack of a high-quality example of their work makes concerts more difficult to book, labels impossible to seduce, and the ‘job’ essentially unsustainable.

It’s folly to think that a band can get exposure from the strength of its music, for there are tens of thousands of amazing artists worldwide that you have never heard of, nor ever will. So you might argue, ‘how do I find the best bands then?’ To begin with, get informed about your local artists, they probably can only book concerts in your region and are readily accessible in underground, sometimes self-organized events. It’s simply a matter of taking the time to go online and search amongst the many blogs, indie magazines, and networking sites available. There will usually be a comprehensive agenda of the events in your area, and genre-specific sites and forums that can complement your selection of information. Getting informed requires an active approach to music, as opposed to sitting back and waiting for it to come to you, but spending the time to find new artists is satisfying, and pays off as you expand your tastes and discover truly unique talent.

Finally, with digital distribution, we now have the opportunity to directly support our favorite bands. Many bands now have their own labels, or belong to an indie label, and benefit directly from our purchases. So it’s feasible that an indie label can turn a profit online, without having to spend exorbitant amounts of money on advertising or CD distribution. Buying music and merchandise online is a way to sidestep all the middlemen in the music industry, somewhat analogous to buying rice directly from the farmer, without transportation and packaging costs, stores or advertising. Even if you can’t afford to buy online, the page hits and song plays you contribute to a website count for higher search rankings and more exposure in general.

Possibly the best way to actively sustain indie music is going to live performances. The live experience is irreplaceable, for it allows us a deeper appreciation of the music, comparison with studio recordings, and connection with the personalities involved. Since file-sharing exists and is here to stay, it’s logical that live concerts must take on greater importance for a band’s survival. For that to happen, not only must there be more and better live acts, but we should inform ourselves of what’s happening in our area, and not miss out on the local music scene.

Small-time bands now have the advantage. We have better access than ever before and the power to make use of it. In our society money speaks volumes and art can’t simply be free, unless you think it’s reasonable that all artists be amateurs and hobbyists with other main sources of income. The fight for indie music must be led by the fans, because there is only so much a small band can do to get your attention. Start caring a bit more, go further, to the other side of the world if you must, and be curious about what is out there, not just what is put in front of you. Start getting informed about your favorite music online, in the ways you choose.

To learn about local Los Angeles or New York City artists you can check out BeatCrave’s bi-weekly interviews with local, upcoming indie bands or our MP3 section with new music by Indie musicians that you should support!

Photo via mirandabrooke.buzznet.com