We created this mood board to develop our artist's image.
The Music Industry has been changing drastically since the onset of the 21st century and the rapid expansion of the internet. The industry is shifting from a structure where a few major record labels once had control over all aspects of production to a structure where record labels are smaller and more numerous and are independently fueled by home studios, digital file downloads, internet marketing and social media. Amid this shift, the question emerges:
How are these changes in the music industry affecting the independent artist and the structure of the industry in general?
Well, this paradigm shift has certainly put more options on the table for independent artists. Control over the business has become more democratized, and even the biggest acts now have the option of being largely independent. And I think it goes without saying that smaller artists now have the potential to reach fans all over the globe. The most exciting thing to me, is that anybody can do it. You still have to make great music, wage a unique and comprehensive marketing campaign and get a little bit lucky, but it was incredibly difficult to reach beyond your home town without the help of one of the labels, or a big-time manager in the past.
With the onset of software that allows artists to produce music from a laptop, many fear that the recording industry will become everyman’s game, easing the difficulty of a science to a computer game. Is this the case or is music production still a very technical skill that requires training?
Even though pretty much everyone now has access to professional software and recording equipment, the actual process of producing quality recordings is, in many ways, just as complex as it ever was. There are tools out there like Garageband and FL Studio which have really simplified the process, and some people are doing some really amazing stuff with software like that. Those tools have inherent limitations, which in some cases can be really empowering as an artist/producer. But I don’t think we’ve reached the age yet, where you can use those simple tools for general purpose music production.
With the onset of software that allows artists to produce music from a laptop, many fear that the recording industry will become everyman’s game, easing the difficulty of a science to a computer game. Is this the case or is music production still a very technical skill that requires training?
Even though pretty much everyone now has access to professional software and recording equipment, the actual process of producing quality recordings is, in many ways, just as complex as it ever was. There are tools out there like Garageband and FL Studio which have really simplified the process, and some people are doing some really amazing stuff with software like that. Those tools have inherent limitations, which in some cases can be really empowering as an artist/producer. But I don’t think we’ve reached the age yet, where you can use those simple tools for general purpose music production.
As far as whether someone needs specialized training in music production, it depends. Some people have a talent for learning how to use software and technology on their own and other folks really thrive when another person shows them how something works. It does often take much longer to figure everything out on your own though. The one point to keep in mind, whether you decide to learn how to produce on your own, or from someone else, is that it takes a great deal of time and focused practice to develop your own style and master the subject. In that respect, producing is just like learning to play an instrument.
As for the internet, it has changed the way we communicate, and it has also changed the way we market music. Where do you see the rise of music blogs in relation to an internet-fueled independent music movement?
I don’t really see them as a massive game-changer. Blogs are just a tool to help fans filter through the unbelievable volume of music floating around on the internet. A successful blogger acts as a taste-maker just as print music journalists did in the 90’s and earlier. You have a lot more blogs than you had magazines and you have a lot more fans reading those blogs, but you also have a lot more music to wade through. Blogs are also usually independent, which is great, but we’ve also always had independent print publications. So I don’t think blogs, in and of themselves, fundamentally alter the way music is marketed. As Derek Sivers (of CD Baby fame) often likes to say, drop the “internet” in internet marketing. All good marketing requires a foundational understanding of how to communicate effectively and capture attention. There are lots of great opportunities out there for talented musicians who can put together a creative and effective marketing scheme; blogs are just one of the necessary components of that strategy.
What’s your overall outlook on recent changes in the industry for independent artists and what’s your forecast for the future?
I think the most important thing for independent artists/producers to understand is that, while there are incredible opportunities out there, the trade-off is that you have to be a lot more knowledgeable and versatile than you used to. You’ll need to write great songs, make great recordings, build an effective marketing campaign, put on a great show, submit your music to licensing libraries, create and sell merchandise...the list goes on. It’s an awful lot to tackle, but if you love music and can’t imagine doing anything else, the opportunities are there for you.
If I had to make one prediction for the future, I would guess that a few of the really successful “indies” of today will become the majors of tomorrow. It wouldn’t surprise me if a few companies, whether they be iTunes, Pitchfork, Pandora, Spotify, or whomever...became the monster gateways through which music fans find 95% of their music. One thing’s for sure-the business is always going to be changing and the folks who can adapt the quickest will always have the best chance at success.
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Greg Panciera received his Bachelor's Degree in Computer Engineering from the University of Michigan and later graduated from GIT. As an producer/engineer, Greg has worked with Alessandro Cortini (Nine Inch Nails, Muse), Sylvia Massey (Tool, System of a Down), David Bianco (Rage Against the Machine, The Black Crowes, Tom Petty) and MI's own TJ Helmerich (Uncle Moe’s Space Ranch, Scott Henderson). At MI, Greg is the Director of the Independent Artist Program (IAP) where he also teaches recording and project advising classes. He also plays guitar and maintains an interest in sound design and modular synthesis.
Greg Panciera received his Bachelor's Degree in Computer Engineering from the University of Michigan and later graduated from GIT. As an producer/engineer, Greg has worked with Alessandro Cortini (Nine Inch Nails, Muse), Sylvia Massey (Tool, System of a Down), David Bianco (Rage Against the Machine, The Black Crowes, Tom Petty) and MI's own TJ Helmerich (Uncle Moe’s Space Ranch, Scott Henderson). At MI, Greg is the Director of the Independent Artist Program (IAP) where he also teaches recording and project advising classes. He also plays guitar and maintains an interest in sound design and modular synthesis.
