If you had told me in the early 2000s — when I was still in high school and saving my summer job money to buy new CDs — that indie bands would one day pay fans to listen to their music, I would have thought you were crazy. Bands make music, and we spend our hard-earned scratch to listen to it, not the other way around … right?
Well, it’s 2010, and artists are so desperate to squeeze their product through the ear buds of trendy scene influencers that they’re actually paying the cool kids to check out their new tracks. A UK pop duo called The Reclusive Barclay Brothers has put their first single “We Could Be Lonely Together” on iTunes, and downloading it enters you to win £27. That’s like 40 bucks (or two and a half CDs, if you’re a high school-er in the year 2000).
So, for around $4,000 — there are 100 winners — The Reclusive Barclay Brothers have bought a considerable number of listens, and a good chance to get signed by a label. Will their gamble pay off? I guess that depends on whether the kids who want an opportunity to win some quick cash actually like the song. If the band sells 3,500 downloads, they’ll break even and still wind up with a bunch of free press coverage. This just goes to show that it doesn’t take a major label, or any label at all, to sell out.
In just a few short years, bands have gone from charging for music, to giving it away for free, to paying people to listen. Anybody who’s been paying attention knows that music industry is in bad shape. It’s a big, slow machine that has almost fully rusted. But this stunt shows that music itself might be in dire straits, too. It’s a sad state of affairs if we’ve become so indifferent to new songs that we won’t check them out unless there’s a prize inside.
So, is this is the new artist model, or is it (as the Barclays self-deprecatingly claim) a new low for music? I think that once the novelty of a stunt like this wears off, it’ll come down to whether the music is any good. For now, though, the fact that I’m writing this column proves that The Reclusive Barclay Brothers have already won.
Is it that we're indifferent to new songs, or that there's so much more out there that we're exposed to because of widened availability? With everyone turning to the interwubs to check out new bands, bands need to get creative to get their sound out there. If they're confident in their stuff, then why not try out a marketing scheme like this? Their story made the front page of SG, regardless of the "new low" slant the article took, and that's a lot more than most bands get.
I miss the days of going to CD and record stores, now there are so few left. I too miss the days of saving up cash to buy an album, actually looking forward to the album art. etc~
They must think this will work, and maybe it will. who knows. If anything, it gets them noticed more. It doesn't matter if you are getting good or bad attention. Attention in general is good stuff.
I wonder what the 80s pop bands they're clearly imitating might think of this.
Things have changed, and the music industry is going to have to change with them, but I'm hesitant to think this might ever catch on...
I definitely wouldn't say this is the beginning of the end. So few unsigned bands are even willing to pay photographers, designers or other types who could help with promo, I'd be surprised to see many ponying up cash for listeners.
In other non-formulaic music industry news: Crooked Fingers finally released Reservoir Songs II, in vinyl and download only. Vinyl comes with a screenprinted sleeve by chicago poster legend Jay Ryan. There's tiered payments, plus a really odd ad for it here:
ChickMagnet69 said:
I would pay a lot of money to NOT have to hear certain acts (Miley Cyrus and Katy Perry come to mind).
You can do that for free, you know.
oh absolutely, i could turn the channel/dial/page/site when they're on. but that doesn't stop them from saturating the market, which in my opinion, discourages a more balanced coverage of artists and genres.
what i meant to say, is that i would gladly pay them to stop making music altogether.
Invisible_Man said:
Enh. Pay to play has been around for ages.
In other non-formulaic music industry news: Crooked Fingers finally released Reservoir Songs II, in vinyl and download only. Vinyl comes with a screenprinted sleeve by chicago poster legend Jay Ryan. There's tiered payments, plus a really odd ad for it here:
I do not know enough younger (i.e. under 25) people to say this definitively, but the ones I do know have no problem stealing music - not the slightest qualm. In no way do they connect their actions with the possibility that there's music they might never get to hear because of this. Of course, if this trend continues they have nothing to worry about.
It was upsetting for a while, especially combined with some polling that shows the vast majority of kids cheat in school as well. I pondered this, and concluded that young people are preached to constantly by those who do not practice what they preach. Where would a young person get an example of moral uprightness? Our political leaders? Athletes? Business executives? Entertainers? Priests & ministers & rabbis & mullahs? Are you laughing yet?
So if kids follow the rules, they feel like suckers...and maybe things have gotten so bad that that's true.
so... its a worldwide problem... the musical mafia, im a musician from mexico, y play in a thrash metal band (www.myspace.com/metaldamage) and we, over our dreams, play for the cause... even when we charge, consider all the time and transportation costs just for going to practice, you dont have to listen to us, but consider that next time you're gonna download a son from a p2p program... thats piracy, and not because of the law, but for ethics... c'mon... if you're gonna enjoy a song, be prepared to pay the price, mostly its a lot cheaper than the work that really takes... maybe if were born as a "ray cyrus" i wont worry, most of the work has being did by someone else, and i'll still rich.. hehe... as i said... take some things in consideration, listen more live music, buy cds, stop stealing... lets stop the industry, and keep the art alive.
PAPAGOITE said:
I do not know enough younger (i.e. under 25) people to say this definitively, but the ones I do know have no problem stealing music - not the slightest qualm. In no way do they connect their actions with the possibility that there's music they might never get to hear because of this. Of course, if this trend continues they have nothing to worry about.
This.
The music industry is doomed. Because of the fact that kids will steal anything that's not nailed down and feel entitled to it, you can kiss the more indie labels goodbye in a little while. And when the big labels realise The Latest Legal Attempt To Write Laws That Force People To Pay won't work, they'll cease investing in anything that isn't complete lowest common denominator garbage.
"What soundtrack can we license this to" will be the new mantra.
Of course you have on the other side of the coin the fact that a lot of SHITTY bands have now got themselves the same factors of production as what used to be only offered to the best bands. In the old days, to record meant expensive equipment and engineers, and you got access to those IF YOU COULD PLAY. Now you have tone deaf singers and players with relatively little talent FLOODING the market (in the same way that shitty graphic design flooded once Corel Draw! came out, and shitty photography once you had photoshop) expecting payouts, too.
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