The Shift in Music Marketing: From Signing Artists to Signing Audiences

Why Labels Now Avoid Signing Unknown Artists

In the past, record labels were the ultimate gatekeepers and tastemakers in the music industry. They held the keys to the kingdom, with the power to influence new audiences and elevate unknown artists to stardom. However, the advent of the internet and social media has fundamentally changed this dynamic. Today, anyone with a smartphone can share their music with the world, and fans, not labels, decide which songs they think are worth listening to.

This democratization of music distribution has led to a significant shift in how record labels operate. Here are the key reasons why labels now prefer to sign artists who already have an established audience:

Labels Are No Longer the Gatekeepers

With the rise of platforms like YouTube, Spotify, TikTok, and Instagram, artists no longer need a record label to reach a global audience. These platforms allow musicians to share their work directly with fans, bypassing the traditional gatekeepers. As a result, labels have lost their monopoly on the music distribution network. Fans now have the power to discover, share, and promote music independently, making the role of labels as tastemakers less relevant.

The Challenge of Guessing Audience Preferences

In the past, record labels would take chances on unknown artists, hoping they would resonate with audiences. However, many of these attempts failed, leading to wasted resources and missed opportunities. Labels have since realized that it is much easier to choose an artist who already has a proven audience and then help them expand from there. This approach minimizes risk and increases the likelihood of success.

The Business Perspective

At the end of the day, record labels are businesses, and like any business, they seek to minimize risk and maximize profit. Artists with an existing audience represent a lower-risk investment compared to unknown artists. A pre-existing fanbase indicates that there is already a market demand for the artist’s music, making it a safer bet for labels looking to invest in new talent.

The Best Way to Gain Your Audience

In this new music industry landscape, the key to success is building your own audience. To do this effectively, you need to answer two critical questions:

1. Who Is Your Ideal Fan?

Understanding your ideal fan is crucial for targeting your marketing efforts. Your ideal fan is someone who resonates deeply with your music and message. For example, if your song’s lyrics include “I don’t want to work this 9-5, I just want to party & thrive,” your ideal audience might be people who are tired of the daily grind and just want to let loose and enjoy life.

Identifying your ideal fan helps you tailor your content and marketing strategies to attract and engage these individuals. Consider factors such as age, interests, lifestyle, and values when defining your ideal fan.

2. How Can You Create Relatable and Standout Content?

Creating content that stands out and resonates with your ideal fan is essential for building a loyal audience. Your content should reflect your personality, creativity, and the message of your music. Here are some strategies to help you create impactful content:

• Relatable Scenarios: Create content that depicts relatable scenarios for your audience. For instance, you could produce a before-and-after video showing yourself bored and wearing a suit, then transitioning to DJing and partying with friends. This type of content is fun, engaging, and connects with the desires and aspirations of your ideal fan.
• Authentic Storytelling: Share your personal stories and experiences through your content. Authenticity is key to building a genuine connection with your audience. Fans appreciate artists who are real and relatable.
• Engaging Visuals: Use high-quality visuals that capture attention and convey your artistic vision. Whether it’s music videos, behind-the-scenes footage, or live performance clips, visually appealing content can make a significant impact.
• Interactive Content: Encourage fan interaction through challenges, Q&A sessions, and live streams. Engaging directly with your audience fosters a sense of community and loyalty.

By consistently creating content that resonates with your ideal fan, you can build a strong and engaged audience that supports your music career.

Do You Still Need a Record Label If You Build an Audience?

This question is at the forefront of many artists’ minds in today’s music industry. If you have already built a substantial following, do you still need to sign with a record label? The answer depends on your goals and the specific advantages and disadvantages of working with a label.

Advantages of Signing with a Record Label

• Industry Connections: Record labels have extensive networks within the music industry, including connections with producers, songwriters, promoters, and media outlets. These connections can provide valuable opportunities and resources that may be difficult to access independently.
• Financial Support: Labels can provide the financial backing needed to produce high-quality recordings, music videos, and marketing campaigns. This support can be crucial for artists who lack the funds to invest in their careers.
• Marketing Expertise: Labels have dedicated marketing teams with experience in promoting artists and their music. They can help you develop and execute effective marketing strategies to reach a wider audience.
• Distribution Channels: Labels have established distribution channels that can ensure your music is available on various platforms and in physical formats. This can increase your music’s reach and accessibility.

Disadvantages of Signing with a Record Label

• Loss of Creative Control: When you sign with a label, you may have to compromise on your creative vision to align with the label’s goals and market strategies. This loss of control can be frustrating for artists who value their artistic independence.
• Financial Obligations: Record deals often come with financial obligations, such as recouping advances and splitting revenue. This can impact your earnings and financial stability.
• Pressure and Expectations: Labels may impose deadlines, performance expectations, and commercial targets that can create additional pressure and stress. This can affect your artistic process and overall well-being.
• Ownership and Rights: Signing with a label may involve giving up ownership rights to your music and other intellectual property. This can limit your ability to control how your work is used and monetized in the future.

The Independent Path

For many artists, building and maintaining an independent career is a viable and attractive option. By staying independent, you can:

• Retain Creative Control: As an independent artist, you have full control over your creative decisions, allowing you to stay true to your artistic vision and values.
• Keep 100% of Your Revenue: Without a label taking a cut of your earnings, you can keep all the revenue generated from your music sales, streaming, merchandise, and live performances.
• Flexibility and Freedom: Independence gives you the flexibility to experiment with different marketing strategies, release schedules, and collaborations without external pressure.
• Direct Fan Engagement: Building a direct relationship with your fans can create a loyal and supportive community that sustains your career. This direct connection allows for more personalized and meaningful interactions.

Final Takeaways

Whether you choose to sign with a record label or pursue an independent career, the key to success in the music industry remains the same: build a loyal audience. Understanding who your ideal fan is and creating content that resonates with them is crucial for gaining traction and making an impact.

In 2024 and beyond, social media and digital platforms will continue to play a central role in music marketing. Artists who leverage these tools effectively can achieve significant success on their own terms. However, if you decide to partner with a record label, it’s essential to weigh the pros and cons carefully and choose a path that aligns with your long-term goals and values.

Ultimately, the music industry is evolving, and the power is increasingly in the hands of artists and their fans. By focusing on building a strong and engaged audience, you can navigate this new landscape and create a successful and fulfilling music career.

That’s all for today, team. Keep creating, stay authentic, and connect with your audience. The future of music is in your hands.