Cyber-Stars: The Internet’s Role in Getting an Artist Signed

It’s not easy to become a popular musician. Although we would all like to believe that talent is the only key to success, perseverance and luck also play an extraordinary role. You may be the greatest songwriter since Bob Dylan, but you’ll still need to play shows non-stop and hope that the right people hear you if you want to get signed. From there, you’re not even guaranteed success.

At least, that’s how it used to be. But, like everything else in the world, the internet has changed the shape of the music industry. Thanks to services like Myspace and Youtube, anyone with a decent voice or skill on an instrument can gain a dedicated following, attracting the attention of record labels far more efficiently than touring the country on pennies and praying that someone important likes your demo.

But, this begs the question: is any of this actually good for the world of music?

The New Stars

If you’re an adolescent American girl, you’re probably a fan of Justin Bieber. He’s one of the hottest new stars on the scene, with an impressive R&B vocal style and the attitude of a natural pop icon. However, not too long ago, he was just a Canadian kid who loved music and performed for family and friends. His mom uploaded some videos to Youtube, a record executive clicked on one by accident, and the rest, as they say, is history. Now he’s a protégé of Usher and performs in front of sold-out crowds.

Vampire Weekend was just a fun little project for a group of college students who rarely played any actual shows. But their online presence, in the form of MP3s and heaps of praise from indie-rock blogs, got them a record deal and a meteoric rise to popularity; they famously appeared on the cover of Spin magazine before even releasing a debut album.

Across the spectrum of popular music, this trend continues, aided by sites that identify underground acts and draw listeners in with free downloads.

What’s the Problem?

• No Experience: Writing a moving song or playing an instrument well is a key part of being a successful performer, but being able to handle the pressures of touring and fame is also a major component. Bands that have have dealt with their makeshift tour bus breaking down every one hundred miles and sleeping in dirty motels while waiting to get major representation have what it takes. There’s no guarantee that someone who can sing can also handle all the responsibilities of being a major recording artist.
• Too Much Music, Not Enough Good Music: Convenience comes at a price for the consumer. True, the internet has made it easier for bands to promote their music, but it hasn’t actually increased the number of talented bands out there. In the past, groups were signed after a lengthy process that tested their talent. Now, everyone can get their music heard. Sadly, not everyone is worth listening to, and it’s hard to find the gems nowadays.

What Should Bands Do?

It’s worth admitting: some artists have what it takes. No one complains about Vampire Weekend’s shows and, like him or not, Bieber has the valuable skill of keeping a large crowd of young girls entertained. If a Myspace account attracts the attention of a record executive who can give you the money and image needed to go on tour, all the better. But it’s important to remember that there is no substitute for experience.

What to Do: While you’re waiting for your big break, you need to hone your skills in front of an audience. Getting signed is half the battle, but if you want to be a band that makes a difference, you need to perform consistently and write memorable songs on a tight schedule.

The internet is a great tool for musical artists. But it shouldn’t be more than that.