Back when I was still managing musicians you could take a cassette to an A&R rep, drag him or her down to see a band perform and if they struck the right chord (so to speak) the label could take over from there. Times have changed.
Truth is even if a label does get excited about an act or a singer; now a days they’re as much in the dark about how to launch a new artist as anyone else. Okay, maybe I’m exaggerating it a bit. The labels still have some clout. But you basically follow my drift.
The bad news is there is no longer that huge well oiled machine that can take a band, run them through the process, and pop out a potential mega star. Although, truth be told that machine was not always a benevolent one and quite a few artists lost their sound, persona and soul while being run through the process.
The good news is more artists have a shot at getting their music out there. Production costs are miniscule compared to what they used to cost. More and more artists are able to control the process and more albums, CDs, Downloads (whatever) are being produced.
The really tricky part now is how, without the help of a label, artists can get their music heard. It’s tricky but not impossible. Musicians that realize that marketing is now a part of their job description can take their fate into their own hands. Yes, the music is the thing, but musicians who focus on their look, image, PR, guerrilla marketing, social media outreach can still reach a formidable market.
It takes work time and dedication, but not that long ago this type of individualized outreach was not possible. Without a label there was little chance of finding a real market. Times have changed. Chances are no A&R rep is going to make you into the next rock superstar, but you now have the control box in your hands. Use it!
Copyright © Anthony Mora 2013