photo credit Escapelife Photography
It is a new day and a new age in music. Gone are the days when an artist would be at the mercy of gatekeepers at record labels, radio stations, and performance spaces. With the numerous spaces for artists to be heard today, it’ll be pretty easy to see why artists should skip traditional record deals.
Change Your Perspective on Major Labels
Labels have their place, but it's just not what it used to be. The better financial route for an artist, especially one that has a following, is to partner with a major label. Distribution deals can help a hometown hero become a global sensation simply by leveraging the brand recognition of a major. The pitfall many up and comers succumb to is underestimating their worth. If you’re having a conversation with Universal, Warner Brothers, Sony, Def Jam, etc. they already see dollar signs. You are in that position because you’re already doing something right, so why would you then sign over all your rights, music, and brand? There is no shortage of examples of artists who have been taken advantage of either short or long term; the LOX, Prince, Lil’ Wayne, TLC, Bobby Shmurda, Toni Braxton, MC Hammer. Those who do not learn from history are doomed to repeat it and that list, abbreviated as it is, is a screaming endorsement of why artists should skip traditional record deals. Time, age, talent, none of that matters once your name is on that dotted line. Future artists need to understand that that major label should not be the end game anymore, lest you find yourself a fresh new cautionary tale.
Solo Promo
It’s not an easy road to hoe but running the show on your own might be a strong alternative to a traditional record deal. Though it may not be as practical once you develop a larger following, when starting out it would be ideal for creating strong, organic relationships with your audience and other artists you may collaborate with. Also, handling all facets of your career by your own hand will let you know what to expect, how things work, and how to confirm whether or not a third party you’re working with is actually doing their job or just trying to scam you. Make sure that you keep tight documentation on what you do, how you do it and be ready to provide numbers to a possible future team.
Independent Labels
If you find it difficult to manage the day to day of being an artist (i.e., booking shows, lobbying for endorsements, social media, etc) you may be better off working with a smaller independent label that can make you a priority while still giving you the freedom to be yourself. We often allow perception to color how we view anyone we don’t constantly see forced in front of us, but many indy labels house rosters of global, working artists. Here, you can be part of a team that sees your vision and will likely be more accepting of out of the box thinking above riding current trends. Skipping a traditional record deal, even when dealing with an indy, still keeps you in the driver’s seat of your destiny provided you pay attention to the fine print (just ask Meg Thee Stallion). Basically, it comes down to would you rather play on a team with a bunch of all-stars or become an all-star in your own right?
For more information on alternative paths for artists, stay tuned to my blog and share with anyone you think might benefit from a different perspective.