Paddling Against The Stream
Club Artists Fight To Survive The Digital Age
By Shawn Larkin
Adele and Taylor Swift are making loads of money as their honest song writing, paired with catchy tunes, top the charts with platinum sales. Yet, they are proving to be the exception to the rule. It turns out that while the ability to be heard is at its highest point in history, most artists, songwriters, label owners and practically everyone else working in music today, are struggling to get by.
It’s not big news that album sales are down. Both physical CDs and digital downloads have been struggling for some time because, as we all know by now, consumers don’t feel the need or responsibility to pay for music they want.
It’s all about streaming these days anyway. Even Apple, creator of iTunes, now has Apple Music, a streaming service to rival Spotify and Soundcloud. The streaming companies have enabled musicians to make money based on the number of stream requests they receive. It turns out, however, it’s chump change. Kevin Kadish, co-writer of Meghan Trainor’s “All About That Bass”, revealed he earned a mere $5,679 from the nearly 2 million streams and 1 billion YouTube views his song received.
So what is a club artist to do? We polled some of the leading dance floor artists on their thoughts of thriving – or at least surviving – in the digital age.
Ultra Nate
A veteran recording artist for over twenty-five years, Ultra has hit the top of the pop charts multiple times with songs like “Free” and “If You Could Read My Mind“. Her latest album, Hero Worship, blends rock, dance, electro, house, pop, and even some R&B. Follow Ultra Nate on Twitter and Facebook: @ ultranatemusic
How is the digital age for music artists today?
The digital age has made it both easier and harder for artists. It is a double edge sword. On the one hand you have an oversaturated market and extremely decreased revenue streams. On the other hand you have more exposure and an opportunity to have your music in the marketplace and available to your fan base with or without major label backing.
How do you get your music today?
I primarily buy music through iTunes or digital retail stores. I don’t really utilize subscription services because I have very mixed emotions about them. They do not pay artists fairly, however they do offer a certain level of exposure. It’s a love/hate relationship.
Are compact discs obsolete?
They are and it’s sad. I’ve always preferred tangible objects to digital. There is an emotional connection to music conveyed through the art and credits on a sleeve. It was most prevalent with vinyl. I would study the covers of my favorite albums from front to back.
What are your thoughts on Kanye West, Beyonce and Rihanna releasing their music exclusively through Tidal?
It will be interesting to see how it goes as everyone scrambles to figure out how to make things work. It’s all very experimental at the moment. But the great position Kanye West, Beyonce and Rihanna are in is that their fan base will find their music. Their machines are big enough.
Is pirating still a big problem?
Pirating is a big issue because it has bred a culture that does not see the value in buying music.
What have you found to be a great tool to help get your music out to the masses?
Social networking is really the strongest tool artists have to connect directly with their fans. Sadly, the social networks realize it and are now monetizing the opportunity, so once again we’re back in the spiral of having to pay for the exposure.
Athena Ripka
At 18, Athena’s already appeared on the stages of Broadway, the Metropolitan Opera, and the New York City Ballet. This month, she makes her move to the dance floor with “Lithium”, a high-energy track produced by Manny Mijares (Kelly Rowland, Snoop Dogg) and Damon Sharpe (Jennifer Lopez, Ariana Grande, Anastacia) with remixes by Razor & Guido, Dan De Leon and Liam Keegan. It’s currently #7 on Billboard. Follow Athena Twitter, Instagram, and Snapchat: @athenaripka
How is the digital age for music artists today?
On one hand, iTunes, YouTube, and the streaming services have made it easier for independent artists, because without a label, artists are able to release their own music and possibly gain a fan base. At the same time, because it is now so easy, the market is saturated with talented people posting videos and music. It can be difficult for an artist to get noticed and to establish him or herself amongst the masses. Now, in addition to fantastic music and talent and a brand, an artist is also expected to have millions of views and followers for a label to take notice.
How do you get your music today?
I use Soundcloud, Spotify, and iTunes. Now that iTunes also has Apple Music, it is better then ever. iTunes is my favorite. If I am out and I hear song I like but have never heard, I use Shazam and it brings me right to iTunes to buy it.
Are compact discs obsolete?
They are a nice keepsake. I have a signed Michael Jackson CD that I will never give up! But, yes, CDs are outdated. They scratch and take up a lot of space. It is much easier to have access to all my music on my phone. Opening up a case and putting it into a CD player takes much longer and it’s not practical to carry around CDs and CD players.
What are your thoughts on Kanye West, Beyonce and Rihanna releasing their music exclusively through Tidal?
I respect them for trying to protect their music, however, as a consumer, it makes the music less accessible. My crowd doesn’t use Tidal and we prefer to purchase our music on iTunes or listen to it on Soundcloud or Spotify.
Is pirating still a big problem?
Yes, a huge problem. It not only hurts the songwriters, recording artists, producers, and engineers, but many other people in the music industry. It’s resulted in massive lay offs. Also, with less money, labels are not spending as much money developing artists. They would rather put their efforts into established acts. The problem is that pirating is theft, however many people don’t really see it as wrong because there is no stigma associated with it.
What have you found to be a great tool to help get your music out to the masses?
I have found Soundcloud and YouTube helpful in getting my music out there. It’s also a great way to connect with other artists. I have met producers and DJs that I later collaborated with on Soundcloud. We can be on opposite sides of the globe and work together because it’s so easy to send files back and forth electronically.
Raph Solo
Raph Solo has made a career singing openly about issues like open relationships, safe sex, and one-night stands. His latest track, Star, is an early-eighties inspired up-tempo pop track with a slight Motown feel that showcases Solo’s wide harmonic range. It echoes the overall sentiment of The Anonymous Icon, his upcoming album that celebrates authenticity at any cost. Follow Raph Solo on Twitter and Facebook: @ RaphSolo
How is the digital age for music artists today?
The digital age is great because you can have distribution on a global scale without being signed to a major label. I have my own record label and it is more cost effective and profitable for me to release my music globally through it. The digital age made it possible for indie artists like me to be accessible globally without needing a major record label.
How do you get your music today?
I like iTunes because it’s easy to download on my iPhone. For music streaming, I am a fan of Spotify. YouTube is great for videos.
Are compact discs obsolete?
They were great at the time. I used to love reading them and smelling them. They were like gifts. I kind of miss them but they took up a lot of space and I think we have other ways of feeling close to artists now. Like social media, which didn’t exist back then.
What are your thoughts on Kanye West, Beyonce and Rihanna releasing their music exclusively through Tidal?
I understand artists wanting to get a financial reward for their work. Personally I wouldn’t choose to release my music through one outlet exclusively. I want my music to be accessible to all people who would like to hear it. I believe fans appreciate it when they have a choice of what outlet they want to buy their music from.
Is pirating still a big problem?
Pirating will always be a problem.
What have you found to be a great tool to help get your music out to the masses?
Social media has been a tremendous help.
Andre Xcellence
Andre Xcellence is a rapper who artfully blends urban beats and progressive house. He has released hit singles with Manila Luzon, Willam and Courtney Act. His latest track, Werk Out”, is an over-the-top club banger guaranteed to party off the pounds. In addition to his recording work, Andre Xcellence heads the independent music label, American Commission. Follow Andre Xcellence on Twitter, Instagram and Facebook: @ andrexcellence
How is the digital age for music artists today?
We’re still trying to figure out how to navigate this new age. While it’s not too difficult to get your music out, it’s hard – very hard – to get noticed. Marketing and promo are so important these days because if a tree falls in the woods, does it make noise?
How do you get your music today?
I get it all through iTunes.
Are compact discs obsolete?
I used to make CDs for reviewers but I don’t anymore. No one wants them. They’re too bulky. I did like reading cd jackets back in the day, learning about who wrote and produced the songs, but now I can just do that online.
What are your thoughts on Kanye West, Beyonce and Rihanna releasing their music exclusively through Tidal?
I understand it. They want to break another brand. More options for artists is a great thing. It’s a gamble, of course, forcing people to go someplace new, but these artists are so big, their fans will follow them. At the end of the day, it’s good for the consumer as more competition will help keep prices down.
Is pirating still a big problem?
Absolutely. It’s a big part of why the industry is broken. The only good thing that came out of it is it has forced the quality of music to get better. It’s a singles market now. Every track needs to be a hit.
What have you found to be a great tool to help get your music out to the masses?
Going beyond the music. Artists have to open up their personal lives. It’s not just about music, videos and all that anymore. It’s important to participate in social networking. The new thing is YouTube shows. But it can backfire! Look at Kanye. He’s a genius but some people won’t listen to his records because they don’t like him. Also, Miley Cyrus… people are ignoring her brand because they think she’s off but they should give her a second look. Her album is amazing.
