Music’s Middle Class Part 11: The Continuing Web Of Change

“Drops Of Web” by Ben Collins

It makes sense that Tim Westergren (Founder of the web radio site Pandora.com) would commend his competition, as that seems to be the nature of the Internet. Rather than musicians, Web site owners and fans working toward mutually exclusive goals, the Internet has provided a common place for everyone in the music community to interact. Seth Gallant, vocalist and guitarist for the independent Colchester, Vt. band In Memory of Pluto said he and his fellow band members were slow to create an online presence. However, he said in the modern era, the Internet makes many aspects of band development much easier.

Gallant said In Memory of Pluto greatly benefits from having a Myspace page, as it allows them to stream their music for fans, contact other bands they want to play with, and even contact booking agents. He said the band initially attempted to send hard copies of their albums to show promoters, but that most promoters prefer working digitally now. And as for label support?

“We’re definitely seeing a huge shift through online music sources Everyone is creating their own label. As I said before, with Myspace, now anyone can make a page and be a label or a band and get their music out there. Every other band encourages us that it’s the only way to do it nowadays. We’re probably the least Web friendly band, but these days it’s something you have to do.” -Seth Gallant, vocalist and guitarist, In Memory of Pluto

The benefits that the Web provides are not genre specific either. “Indie” music is often misconstrued as simply “Indie” rock, but groups of all genres, such as the hip-hop outfit VT Union, and bluegrass duo old silver band have helped build followings in the Burlington area on their Myspace pages6.  John Beninghof, guitarist and vocalist of Old Silver Band said people check sites like Myspace and Facebook religiously, and that they’re about ten times as likely to check a band out and see its show if the band has an account.

Beninghof noted that the Web even allows bands to search for and add friends before playing a show in an area they’ve never been to, giving them the opportunity to build a fan base all over the world. College aged students have conditioned themselves to methodically check their Myspace and Facebook accounts, so what better place to post tour dates and new songs? And although the Internet is notorious for allowing music pirates to rob artists of hard earned money, its diversity provides more help than hindrance for most independent artists, such as Todd Stoops, lead singer and keyboardist for the Burlington based jam band RAQ.

“The Internet is priceless, I can’t imagine being in a band 20 years ago. It’s the easiest way to mainstream the word about your band. We’re actually psyched the more times our music is downloaded. I can see how you’d be upset  if you’re signed to a major label and you owe the label a ton of money, and eventually you just won’t get paid or will owe money for it.”  -Todd Stoops, vocalist and keyboardist, RAQ

Therein lies the beauty of the independent artist. They don’t have label support, but by the same token, they don’t have the label pressure to sell albums above all else either. Vocalist and mandolin player of Old Silver Band, Matt Beninghof performs at Club Metrodome in Burlington, Vt. on February 15, 2007. Photo by Jon StewartStoops acknowledged that the money a major label can offer is still appealing, as it gives bands more leeway as to time constraints in the studio. However, he described the way major label money works as a loan, whereby the artist has an unlimited budget to create their music, but they are the last ones to get paid for it.

It is easy to see how such an arrangement could be dangerous for an unestablished band, as a poorly received album could quickly put a band in debt, sinking their career early on. So even though self promotion is hard work, it is a safer and cheaper way for an up and coming band to make a name for themselves. Many artists, such as Beninghof, have opted to put in the work themselves and build their own fan base. And although money is a draw, many artists are concerned that being on a major label would force them to give up a degree of creative control.

“Obviously if someone said ‘here’s one million dollars, go do your thing,’ we’d be all for it, but I don’t think major labels are going to be around forever. This whole new media has got everyone in an uproar, there’s so much you can do by yourself. Ten years ago I probably would have joined a label, but you’re just losing so much of your creative ability.”  -John Beninghof, vocalist and guitarist, Old Silver Band

Quality independent artists were harder to come by before the advent of the Internet, as labels were necessary to get a band’s music heard by the masses, no matter how talented that band was on its own. In the past, independent acts had to choose between “selling out” and signing to a major label, or facing extinction. Sure there were exceptions, but for the most part, a label was the key to longevity. But now the Internet has given the Internet savvy masses of the musician’s middle class a chance to expose their art without compromising their creativity to a label. This is not to say that countless bands haven’t been given freedom to do what they like while signed to a major label, but above all else, labels are trying to market a successful product.

Vocalist and Guitarist John Beninghof of Old Silver Band performs at Club Metrodome in Burlington, Vt. on February 15, 2007. Photo by Jon Stewart

Most independent artists on the other hand, value creativity over sales. Stoops said that for him creative control is sacred, but that he doesn’t feel bands in his scene are likely victims of losing that control. He noted that the industry is hesitant to sign rock acts, meaning a rock group would have to already have built a name for itself in order for a major label to take a chance.  If this is true, independent artists will find themselves in a fortunate position where they may be able to diversify major labels again. Bands that prove they can make money on their own will be able to take advantage of the pros of a label, while still having the Internet to return to if a label tries to change their sound.

Even though it is harder to promote with out the help of a label, independent artists who self promote can take pride in the fact that all of the promotional energy being expended will directly benefit the band. Beninghof said that everyone who self promotes their band will be adamant about promoting since they love their band, whereas a label can have around 30 bands to promote at the same time. Self promoting is a smaller scale operation, but the multitude of media the Internet now offers are making it easier for bands, Web site owners, venues and fans to help each other.

Although the industry has constantly been behind on this trend, Westergren said major labels are finally starting to catch on to the thriving online scene. The Internet is providing all kinds of opportunity for growth, and the industry is taking note. Unfortunately, rather than interact with the growing online community that Westergren is a part of, the industry is reacting in a competitive nature yet again, as Westergren said the Recording Industry Association of America is making Pandora pay unreasonably high fees to stream music.

“What’s happening is the industry is changing, the whole structure. It most substantially impacts the larger record labels. They have reacted in a way that’s counterproductive. Rather than working together, they’ve tried to sue and stop new forms of consumption. Their business is like any other business, someone trying to make as much money as they can on a product is nothing new, but their decisions in the last few years have been poor. The labels are finally starting to realize. They’re trying to push upon us rates so high that it would crush the industry.” Tim Westergren, founder of Pandora

Major labels continue to fight the Internet after all these years, yet the digital music community continues to develop. Sooner or later, the industry will have to realize the success and revenue that the internet is generating. But major labels will have to take action fast, as new developments are boosting the careers of independent artists, who already have several years of Web experience, every day.

Written by Jon Stewart with Brittany Hutton & Ryan Lowell