What if you put out new music and no one cared?
Getting people to pay attention is your main priority. Who cares if they do not pay for music? They will eventually.
If you’re a middle of the road artist that was around in the pre-internet era, making money on streaming payments will not be as good as it was on sales pre-Napster. But, in saying that, you are competing with all the superstars in the history of music for people’s attention. There are no more gatekeepers deciding what music should be in print and what music should be out of print.
If you make money from recordings, is not really relevant, because most of the money is in touring, merchandise and sponsorships. And it always will be, because human experiences will always get people to pay. So you know that streaming fan who hears your music on YouTube. Well they could be the fan that shells $500 on a VIP ticket. And you could have thousands of those fans waiting for the human experience to roll into town.
But if you do want to make money from streaming music, then stay independent and don’t sign to a label. Especially, if you own your copyrights, Spotify pays pretty good, provided people are listening. And the more people who embrace streaming, the greater the pool of money to divide. Remember when AC/DC refused to have their music on iTunes and even streaming services? Now they’re on all of them. Holding out for big dollars from recorded sales is a detriment in the long run, especially when YouTube and pirate sites have their catalogue for free.
But false narratives thrive in the music business like Spotify doesn’t pay enough, that it should give more of its revenues to artists. But Spotify already pays 70% of its revenues to rights holders. The enemy is obscurity.
Malcolm Gladwell said in “Outliers,” timing is everything. All the hours of practice to be proficient at your art, will give you expertise, but it will not make you famous. Twisted Sister played the club circuit for 10 plus years and they put in their 10,000 hours of deliberate practice. It didn’t stop every label in the country from rejecting them. But no one could see the opportunities MTV would bring to rock and metal music. And Twisted Sister was there to make the most of the opportunity. Timing is important and so is change.
And change is everywhere. Bands used to have places to play live. By the time those bands got heard by a larger audience, they had already played thousands of gigs and were good. Then between 1983 to 1991, hard rock bands got signed by the hundreds. Musicians jumped from band to band to band to band in order to get the timing right and get signed. And artists who thought that hard rock and metal got too commercial branched out and played a more abrasive style. Thrash, Techno-Thrash and Death metal bands started springing up all over the place. This rise in the creative arts also led to many new record labels to capitalise on these new scenes. In the process the metal community fractured even further.
Remember when the first Metal Massacre album came out it in 1982, it had bands that played rock and metal on it. Ratt and Steeler held the flag for hard rock and Cirith Unglo and Metallica held up the flag for some of the different styles coming through. In between was the standard metal bands. It was a unity. But by the time, Metal Massacre 7 came out in 1986, hard rock ceased to be on it. It was more of the extreme styles of metal.
Everyone went into their own bubble, trying to promote their own scene and dishing the other scene. Some artists made money and some didn’t. Meanwhile the record labels rolled in it because the economy was good and people had money. But everything changes. And the kids of those 80’s music consumers see music as infinite, while we saw it as a rarity. While I used to decide which albums to buy for my $20, my kids can stream the history of music for less.
And that is your competition. The history of music versus your new release.