How Does Free Change Music?
Frankly I’m not sure anyone, myself included, has an answer to this question. All I have are more questions. Here’s what my brain has been chewing on for the past few days.
If artists are now using free or nearly free music to get people to buy tickets to their shows and to buy t-shirts, does this change how they approach writing and recording that “masterpiece, epic” album? What, if anything, does using the record as a “loss leader” for other revenue streams change? Will records be rushed out now so bands don’t miss the summer tour season? After all, the album is free right? What we mess up in the studio we can make up for on the road.
How long will the novelty of what Radiohead has done with “In Rainbows” last? The name your own price idea was great, but the real interesting part was how they used it as a promotional tool. What happens when the next band (maybe Oasis or Jamiroquai) tries to do something similar? What type of artist can use this approach and be successful with it? Could Britney Spears do the same with her new album coming out in late October? Would her fans pay a reasonable retail price as Radiohead claims their fans have?
What if you don’t tour? Where does the revenue come from? Your clothing, perfume, and Chevy commercials? How do you compete with artists that give their music away for free?
How about artists who don’t write their own songs? How do songwriters, publishers, and producers get paid mechanical royalties? Huh…are mechanical royalties on their way out? Will performing rights licenses become more expensive to make up for lost mechanical royalties? Will the record label, mangers, agents, and lawyers want a cut?
Does free really help when nobody knows about the album you are giving away? Even with the added help of online distribution and Internet marketing, there is still a major question of how to break new emerging artists.
I do realize I’m not the first to ask most of these questions. While the answers will continually change, I think there is one thing that needs to remain the same regardless of the business model. If you call yourself an artist, you have a responsibility to create the best music you possibly can. It sounds obvious but this is easier said than done. As I mentioned in a previous post, I think your fans will support you if you give them something to support.
