Peggy Dold is wise. And her op-ed in Billboard issue is spot on.

Though, I may be biased in that I’ll read anything that starts with a quote from the mighty Seth Godin: “In down economies, the only thing that’s going to change things is changing things.” Mr. Godin: your catch phrases inspire me every time. And considering that I’m freshly done reading one of your latest books—Tribes—I suffer no lack of inspiration right here and now.

Peggy Dold is a marketing consultant for the general / Hispanic markets. “Latin Artists: Evolve And Survive”, in Billboard’s April 25th issue, discusses the paradigm shift that essentially authorizes musicians to take greater control of their own careers and communities. I suppose it’s only natural to propagate independent artist development but one must admit that it’s an unusual position to take at a time when music companies are suffering. What are record labels to sign then: products that are grown organically outside of their grasp? Shocking perhaps, but it’s certainly a great idea.

“With few exceptions, Latin artists seem to be unsure of the next steps, which will be essential for reinvention, and ultimately for economic survival. As artists see their income dwindle, one must ask whether artists are focussed on the turbulence in the music business or on their plans to reinvent their own approaches to it.” – Peggy Dold

The internet has certainly levelled the playing field. No one can deny that. In the same breath I somewhat dislike the concept in that it will lead to dozens (if not hundreds) of independent music labels springing up to challenge the status quo. In turn, the collective of independent entities will distribute their music outside of the system, which in turn leads to a tremendous loss in revenues to legacy businesses.

Truth be told, the powers that be have squandered much of their goodwill of late. (And by “of late” I of course imply the last decade plus!) But there is something to be said for working with the brightest business minds, the best producers, engineers, or tour crews—perks, if you will, that are beacons of bloated systems. If anything the new music industry looks increasingly regional, diversified, and inclusionary. Those aren’t bad things at all either.

I’m not sure if there was a better time to make a war analogy, so I’ll make it now: artists are on the frontlines. It’s the fortunate yet somewhat confusing position of trying to figure out the world wild web. Meanwhile, business models are crafted behind closed doors by the suits. (Shout out to Billy Walsh from Entourage on that one!) The big question is: when will the suits pounce back into the game and will it affect all of the progress that you’ve made as a musician; online, building your community, distributing your music? Will you be able to re-integrate into the ubiquitous business models that are adopted? And here, Ms. Dold speaks to an interesting point:

“Do you still assume that your label is responsible for building and/or maintaining your business?”

[…]

“…unless you have an agreement that involves the label growing your business, (re)building your business is not its responsibility.”

If labels were smart, they would take a vested interest in managing talent. After all, a house in order is a profitable one. Why shirk from the artist development then? After all, isn’t the lack thereof the very reason why the music industry is flooded with one-hit wonders and polished lip-synching-wannabes? We need to get real here and place blame where blame is due.

Dold continues:

“Now, more than ever, it is the job of artists to bond more tightly with fans, to building communities and to provide music and experiences that fans wants, when, where and how they want them.

Well there you have it in plain English: go out there and determine your own future as an artist. They don’t even want your money anymore.

I hope—at very least—that at least some of you are getting a chuckle from my blasé analysis of the new “music industry”. My cheekiness is my charm and it serves to shed light on how far we’ve come in the last decade. In actual fact, this resurgence will mainly benefit the fans in that they’ll be able to choose who they listen to. Top 40 Radio: you’re toast.

Beyond all of this, let us not forget that musicians want to be musicians. They care about the music business inasmuch as they need to play ball so that they can potentially earn a living from their crafts. This bodes well for music and artistry but we all know how difficult it is for many to survive. Working for tenement rent and beer money is cruel if you ask me.

While we’re at, let’s push for tax exemption status for artists of all kinds but only if we think the world can handle another hippie generation. Most of us who trail blaze the internet missed all of the fun back then.

But don’t worry: we’re just “new media” kids. We won’t challenge the status quo.

Oops! Too late. See: music industry in disrepair.

Filed under: The Future, Music Industry, Artists, Leadership, Strategy

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