Once upon a time I was thrilled to see my heroes in mainstream publications. But now there are a billion online outlets and we get most of our stories direct from the artist via social media. And the generation born from the mid 90’s onwards want an immediate bond with the artist, a connection. They don’t care about interviews artists do when they are releasing an album with magazines and blogs. By working in the old rules, the artist is handing over their own narrative to someone else to control. It doesn’t make sense especially when the tools are right in front of them to take ownership and tell their own story, the way they want to tell it.
But humans do tend to be lazy.
EBay has 171 million users and it’s struggling to stay relevant. So how is any different for an artist. I constantly come across news stories of artists telling people who don’t care their streaming payment after a million streams. Want to make money in streaming, get over a 100 million streams. Want to make even more money, get over a billion streams. One thing is certain, streaming will pay you forever, so metal and rock fans need to stream en masse.
Which means metal/rock bands need to get out of the “album mindset” and focus on the “continuous stream of product mindset”. If you want to win, you need to play, so it means you need to be in the marketplace all the time. The new way is to release music first and the hype comes after. But artists/record labels are still focused on hype first and then release.
There is money to be made, but the music needs to have longevity. It needs to sustain. Bubbling under the surface is better than exploding fast and then falling fast. And if something doesn’t work, you adjust on the fly. That’s how it works in the digital world. Nothing is set in stone. It’s chaos, anarchy. Artists need to create anarchy with their product instead of following the 1930’s marketing 101 rules.
And how many times have you heard of an act employing a scorched earth publicity campaign, which they hope will turn people onto the band or make people believe the band is bigger than what they really are. But they forgot that the music accompanying the release is of substandard quality. And it’s the music that will survive, not the publicity campaign.
Remember, all the digital places that lost our attention. It’s no different for an artist.
People will care about you; love what you do, your music and your connection to them via social media. Then some of those people will grow and change and fall out of love with what you do. You need to accept that and understand that your fans are telling you one thing; your style of music is not for them at this point in time. And once you are aware of this information, what will you do with it to get back their attention.