Organization, The New Model for Success in Music

I think indie music will eventually find ways to compete on the national level with the big guys. As the dust continues to settle, I think a new landscape will start to emerge, providing more available resources to more people. The words may seem a bit hollow, as we are all hearing this on a regular basis. But what does it really mean? On a personal level, it may be easy for us to see. Yes, we can find someone online that will collaborate on a new song. However, on a larger level, more work must be done before real, more robust opportunities become available on a larger scale, benefitting all who deserve a chance to earn a living in the music business.


I make reference to the natural distribution of talent and make the point that compensation should ideally resemble the same natural distribution in my article entitled, Digital Music Sales, A Wedge Theory. Unfortunately, the distribution of money for music has been disproportionately concentrated on the "hits" end of the spectrum, leaving many very talented artists behind. I suspect this older model is very much responsible, at least in part, for the upheaval we are now witnessing.


So, along come the new models to replace the older business models. Not all of the new models will survive. Many will commit too many resources too early in the transition and will be eclipsed by a better idea with better timing. Of course, many will continuously monitor the landscape and change with the landscape. While success is a relative term, it is doubtful that any of the survivors are destined to become our next generation of Microsofts and Googles. The new models are more likely to be less top heavy than the older models, with pay structures that are much more balanced. Trust will become a very important element for survival and that trust will be built from fair compensation to the contributors. That is, the new generation of music entrepreneur is more likely to be your next door neighbor who mows his/her own lawn. While super stardom may remain an ultimate goal, it is likely that the artists will also be your neighbor, but there will be more of them and they will, at least, have a lawn to mow.


Organization will be the next phase in the development of indie music resources. While working independently to promote music, one quickly realizes the need for abundant resources. There are many services and groups forming to provide assistance, so it is only a matter of time before a real winning strategy becomes apparent for all of us to see. I believe that winning strategy will come from those who not only create the best music but who also understand how to form an organization to be embraced by those who create the music, first and foremost. I believe it can be achieved by providing a fair compensation model that is very much needed to fuel the engines for success.


In the meantime, the older models are changing to survive in this new environment. It only makes sense that the older models must compete on a more level playing field. Perhaps it is ironic, but I believe the older models are starting to look more like the newer models and the newer models are starting to look more like the older models. That is, the older models are now using Myspace and YouTube, while the new models must organize to compete with the larger budgets of the older models.