Analysis: What is the Role of the Artist in a Digital Age?

Authored by Jay Baage on May 1, 2007 - 6:30am.

I attended the Swedish Music Seminar held at the Consulate General’s residence in Santa Monica over the weekend and took part in the first day of MusExpo on Monday at the Bel Age Hotel in West Hollywood. One issue that seems to be on everyone’s mind is how artists are going to be compensated for their work in a digital age. My conclusion from listening to the discussions is two-fold: The bad news for the artists is that they have to be more involved in the business side of their careers going forward, but the good news is that there are more avenues than ever to get their music out.

The frustration that I get from talking to a lot of musicians is that they feel piracy and digital technology have forever deprived them of any hopes of making any money from selling music. The record companies are in big trouble because of declining CD sales and that means that the music industry and the artists are in big trouble. One artist even told me that she feels the only way for a musician to monetize their music these days is to sell tickets to their live shows.

While I agree that the music industry as we used to know it (major record labels) is indeed in big trouble, the interest and popularity of music as an art form is at an all time high. While the forms of distributing and accessing music have changed, the opportunities for talented musicians to get their music heard have never been greater.

If you are innovative and business savvy there are more ways to monetize music today than ever before. The talented Swedish musician Robyn gave the audience at MusExpo a no bullshit answer to the question of how she sees herself making a living as an artist in the future:
“Maybe the only way to make money in the future is to be associated by commercial brands (and you have to accept it)”, says Robyn.

While sponsorship deals and product endorsements will surely be a part of the way musicians pay their bills, music and media futurist Gerd Leonhard sees a future in which everyone pays a flat fee for music. During lunch at the Bel Age rooftop, he tells me that he thinks that it is not a question of if, but when, it will happen. According to Leonhard, it will be a very Darwinistic system where the artists that get most clicks, or are most listened to, will get the most compensation. You can see an earlier presentation Leonhard did about the flat fee here if you are interested in how such a system would work in more detail here.

So how does an artist succeed in making money in a digital age? Here are a few common themes I gather from these events:

-   The days of “money for nothing and chicks for free” are gone, if they ever existed, and there is no use being nostalgic about it.
-   Utilize MySpace and other websites to its full potential and don’t be afraid to “give your music away for free”. If one million people listen to your songs online, don’t see it as you just lost 1 million dollars in potential sales. See it as you just got radioplay in 100 markets.
-   You have to learn new ways of viral marketing, including widgets and blog search engines and don’t be afraid to experiment with putting your music in new places and contexts.
-   Look at what the most progressive record labels are doing with their artists, like Canadian Nettwerk and Barenaked Ladies and try to copy it.
-   If you play a live gig, make sure people know about it. It may seem like a no-brainer, but it isn’t always. I don’t know how many good shows I have missed just because I didn’t know about it. Do all you can to get in Flavorpill and other online publications. Send emails to everyone you know and make sure everyone that shows up signs your email list.
-   Press vinyl copies. This might be the last thing you think about doing, but DJs love vinyl and so do music lovers. Press a few copies and distribute them to your favorite DJs, clubs and critics.
-   Don’t sign a record deal. This may seem like a weird suggestion, but stay indie as long as possible. You want to make sure the odds are in your favor when you finally sign with a big label or it can be a blessing in disguise (Robyn agrees with me on this one).

One last thing, good music is still good music. Content is still king. True talent will prevail somehow. You just have to keep an open mind about it.

Joakim Baage

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Comments

The role of the artist is to

Submitted by PJ (not verified) on May 1, 2007 - 12:24pm.

The role of the artist is to make art.

The role of the artist has

Submitted by Poker internet (not verified) on May 22, 2009 - 2:13am.

The role of the artist has never been concrete; it may be as abstract as Pollock or as momentary and fleeting as the glimpses of life given to us by Monet. This is because art as a whole is not something that can be defined, graded, stamped for public consumption and then set out for everyone to see and understand. Art is constantly in a state of change. Sometimes that change is subtle, gentle and even welcomed.

yes but

Submitted by Bluestone Pavers (not verified) on August 20, 2009 - 4:31pm.

Yes it is to make art but they can only keep doing it if they can pay their bills.

agree

Submitted by CD Rates (not verified) on August 31, 2009 - 8:47am.

I agree, you have to make money. You can't pay people with paintings.

Artist is only model

Submitted by Geology Online (not verified) on September 20, 2009 - 12:59am.

In a digital age Artist is only model for drawing animation

Of course it is clear,

Submitted by toko obat (not verified) on October 6, 2009 - 6:57am.

Of course it is clear, artist roles are to make arts, creation and imagination.

I agree with you on

Submitted by No Chexsystems (not verified) on October 9, 2009 - 4:32pm.

I agree with you on that...their role is quite simple

comments

Submitted by photographe (not verified) on October 12, 2009 - 9:51am.

No comment...

There are 2 kinds of art:

Submitted by Acompanhantes SP (not verified) on November 5, 2009 - 2:05am.

There are 2 kinds of art: 1.) Creatively inspired. 2.) Monetarily inspired. (like that hack Thomas Kinkade) The first defines mankind. The second will result in his eventual demise. When I write or draw or sing, I do it for myself. If anyone likes it, that's cool. But, I really do it for me. To see what I can accomplish and create. I think if you get caught up in what critics think, you'll lose sight of why you did it in the first place.

About The Article

Submitted by Reeko(SuperProducer) (not verified) on February 20, 2008 - 2:01am.

well i found this very informative as a young producer, i'm pretty much the same position, jus gotta keep trying thanks again Joakim Reeko

Giving your vinyl copies out

Submitted by php ontwikkeling (not verified) on February 20, 2008 - 1:03pm.

Giving your vinyl copies out to DJ's may really increase your popularity. If only I had someone to give me these tips ten years ago when I had a band. Who knows, maybe today I would have been famous enough to tip you!

reply

Submitted by projecten (not verified) on April 16, 2008 - 5:18am.

Art once represented and incorporated idiosyncratic conditions and productions that were difficult to reproduce by automated means. What does it imply for the future of art that it can be increasingly automated?

hello

Submitted by lpg (not verified) on July 9, 2009 - 8:44am.

Thanks, for the good articles...I am very intiresting..

Don’t sign a record deal.

Submitted by cyprus property (not verified) on June 24, 2008 - 1:52am.

Don’t sign a record deal. This may seem like a weird suggestion, but stay indie as long as possible. You want to make sure the odds are in your favor when you finally sign with a big label

musicians

Submitted by Interior Doors (not verified) on August 4, 2008 - 9:04am.

Have to be more creative these days to make a living, whether that is with promoting their own shows, attracting listeners to buy their albums, etc. Creating catchy songs isn't the golden ticket anymore, you have to take an extra step to make your band or music stand out.

Staying indie too long can

Submitted by irish gifts (not verified) on August 12, 2008 - 2:32am.

Staying indie too long can be a real slog tho. There's still much to be said about chasing a record deal. That said it will probably come down to the relative strengths of the band and the people in it in the end. If your strengths suit going the indie self promoting route then go for it.

dont chase deals, make good

Submitted by vibrators (not verified) on August 17, 2008 - 5:12pm.

dont chase deals, make good music and the deals will chase you

Great Example of what I mean

Submitted by Jay Baage on September 4, 2008 - 5:50pm.

Thanks everybody for commenting, this article is one of my most read pieces on DMW. I found this video, which is a great example of what I'm talking about.

http://www.beet.tv/2008/09/hip-hop-artist.html

Good video and article. I

Submitted by big mens clothing (not verified) on September 9, 2008 - 1:16am.

Good video and article. I think what consequence is trying to do is a great idea, but his media campaign is obviously being helped by the publicity he's getting through normal media too. This strategy is clearly paying off for him but this strategy is only good for the first few. After that there'll be too many people trying it, things will get saturated and the public will get tired of it.

I agree

Submitted by voyance (not verified) on November 13, 2008 - 6:17am.

Yes, it's excellent idea ! This strategy is clearly paying !

agree

Submitted by Voyante (not verified) on June 15, 2009 - 8:35pm.

I agree, this is a good strategy!

agree

Submitted by Voyante (not verified) on June 15, 2009 - 8:36pm.

I agree, this is a good strategy!

association with a commercial brand

Submitted by paintball guy (not verified) on November 13, 2008 - 7:44am.

Being associated with a commercial brand isn't always a bad thing, look at Groove Armada who have signed a record deal with Bacardi signed and the relationship seems to be mutually beneficial.

My opinion is that there is

Submitted by Magdiel from Motorcycle Fairings (not verified) on November 25, 2008 - 7:00am.

My opinion is that there is a market for both areas, one for the digital experts and the other for those with manual skills.

agree!

Submitted by HP MICR (not verified) on July 26, 2009 - 2:15pm.

I agree! There's plenty of room for talent of all types!

More smart digital artists

Submitted by Jay Baage on November 28, 2008 - 10:23am.

Here's another example of two artists who get how to use YouTube: http://www.youtube.com/user/boburnham http://www.youtube.com/user/hchsknights08

Great stuff.. That is what

Submitted by Graduation Quotes (not verified) on December 13, 2008 - 8:19am.

Great stuff.. That is what you call fighting fire with fire..

Wow..Inspirational stuff..

Submitted by Columns (not verified) on December 18, 2008 - 9:42am.

Wow..Inspirational stuff.. Great work done by dmw media again.

Indeed it is a great

Submitted by gagner de l'argent (not verified) on February 3, 2009 - 3:13pm.

Indeed it is a great strategy you are geniuses! thank you for the information best regards Gagner de l'argent rapidement

associated with a commercial

Submitted by Strategy Games (not verified) on February 8, 2009 - 7:45pm.

associated with a commercial brand isn't always a bad thing, look at Groove Armada who have signed a record deal with Bacardi signed and the relationship seems to be mutually useful.

Good video and article. No

Submitted by anonymous (not verified) on February 15, 2009 - 10:21pm.

Good video and article. No more no less cobro

Very good strategy

Submitted by Simulateur de pret (not verified) on February 25, 2009 - 12:52pm.

This is an awesome strategy! Artists constantly have to be on top of things if they want to get known. Regards, Alex

voyant

Submitted by anonymous (not verified) on February 28, 2009 - 10:14am.

Yes, it's excellent idea ! This strategy is clearly paying ! thank you very much

I think what consequence is

Submitted by Dissertations (not verified) on March 1, 2009 - 8:44pm.

I think what consequence is trying to do is a great idea, but his media campaign is obviously being helped by the publicity he's getting through normal media too.

This is an interesting take

Submitted by Free Action Games (not verified) on March 3, 2009 - 7:57am.

This is an interesting take on where music will be going in the future. I don't know if I fully agree.

Clever strategy, artists

Submitted by poker (not verified) on March 12, 2009 - 2:34am.

Clever strategy, artists have to be reactive and they are, good idea and good job Dude, Thanks for sharing !

Attracting listeners to buy

Submitted by Baby Shower Games (not verified) on March 22, 2009 - 1:46pm.

Attracting listeners to buy their albums, etc and creating catchy songs isn't the golden ticket anymore, you have to take an extra step to make your band or music stand out.

Hey Joakim Baage, You have

Submitted by security licence (not verified) on March 23, 2009 - 1:13am.

Hey Joakim Baage, You have given a great post about the role of the artist in a digital age, Thanks for the post,

I think what consequence is

Submitted by car games (not verified) on April 18, 2009 - 12:43am.

I think what consequence is trying to do is a great idea, but his media campaign is obviously being helped by the publicity he's getting through normal media too. This strategy is clearly paying off for him but this strategy is only good for the first few.

I think the future is going

Submitted by Fireplace design ideas (not verified) on May 20, 2009 - 9:42am.

I think the future is going to be difficult times for artists, but also a fantastic opportunity for emerging artists to become recognized. One example would be the power of the internet which allows artists to showcase their talents (think YouTube for example). The only problem, like this post mentions, is how artists can make a living from their music. Some of the suggestions made are really interesting.

Analysis: What is the Role of the Artist in a Digital Age?

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