Radiohead & NIN Distribution Models: Not as Important as You Think?
The distribution experiments by Radiohead and NIN (and several other musicians) have been discussed pretty thoroughly at this point (here and here). I think it is an interesting and much needed move and I really respect their courage to venture on the less traveled path. Folks point to their success and determine that the major record label model is broken. And maybe it is broken, but Radiohead and Nine Inch Nails aren’t proving it. These two bands have been making music and building their fan-base for over 15 years each and all on the back of the major label model. Both of these bands have die-hard bases. The fact that their fans will buy music from them in new ways proves very little. On the contrary, it more readily credits the major labels’ model. After all, the labels have been responsible in large part for expanding and solidifying the bands’ fan-bases over the past 15 years. That the fans have built up a loyalty and will support the artists in any avenue, is just as much a testament to the label as it is to the bands. Honestly, all this really proves is that a well established band with a huge following can look at other ways to distribute their music and their fans will continue to support them, whether they have major label support or not. Nothing more.
These bands would not have had so much success in distributing their own music if they were just starting out and had a small fan-base. I don’t believe that good content will always float to the top and get discovered. That’s a Utopian view. There is too much content to consume. Somewhere along the way, somebody needs to put in the effort to publicize and promote. The band may need to enlist help. More along the independent record label model. More of a team based collaborative effort. The indie label model is far from broken. Indie label’s are flourishing, see Sub Pop, Saddle Creek, Matador.
There are some other interesting things happening in the industry as well. Jonathan Coultan, for example, who is able to give most of his music away for free and make money off of touring and merchandise. He knows his niche (the tech community) and serves it well. Or in the IDM genre (an electronica genre) it is not uncommon for musicians to produce albums that are given away for free. There are masses of “mp3 labels” that only distribute their bands’ music online. These label use all kinds of pricing strategies. Free, sliding scale, cheap, and regular price. For example En:peg Digital sells every album on their site for $2. And the amazing thing is…it actually makes you want to buy their music! The price point is amazing. You feel like buying 5 albums by artists you’ve never heard of, just hoping to find your new favorite band! 5 albums for the price of 1! This is the type of stuff that is really changing the industry.
Agree? Disagree? What innovative models are you seeing out there?
