Relationship between Record

Labels and Independent

ArtistsBy Nazifa Kamal

The relationship between the record labels and artists can be a difficult one. Many artists have had their albums altered or censored in some way by the labels before they are released (songs being edited, artwork or titles being changed). Generally, the reason for this is because they believe that the album will sell better if the changes are made. Often the record label's decisions are practical from a commercial perspective, but this typically frustrates the artist who feels that their artwork is being diminished or misrepresented by such actions.

Why is this an issue?

Record Labels• Record labels provide artists with useful resources such

as marketing teams, press teams, radio pluggers, accounts departments and more.

• As the artist can create great quality music along with high quality music videos, the audience will be more interested in them therefore more revenue for the record company and the artist.

• There may not already be an artist for the audience the record label are specifically targeting (niche market).

• However, the Internet has caused a problem for record labels as artists can use it to become independent artists through sites like YouTube and Spotify.

• Also, once artists are signed with record companies, they are under their control so this means they may have to alter themselves as well as their music.

Music Production Process

Independent Artists• Artists are able to create music which they

enjoy and have a passion for unlike with artists signed with record labels.

• They are able to take financial risks.

• The money they make from their music goes to the artist themselves and a few other people compared to record companies.

• However, they lack in resources such as a professional music studio which may not produce the best quality music.

Music Production Process

Record Labels• The record companies and artists may be asked if their

music can be featured in movies and adverts or may be asked to release a single solely for a movie, e.g. Bruno Mars – It Will Rain for ‘Twilight: Breaking Dawn’

• Record labels must get radio stations to play the music of the artists they represent, and radio stations need a consistent flow of new material for their listeners. While record companies make their money by selling albums, radio stations make money by broadcasting advertisements.

• Music artists also make money by licensing their songs to stores, restaurants and nightclubs that allow these places of business to play their music.

Marketing

Marketing

Independent Artists• Using social networking sites such as YouTube and

Facebook, to showcase their music and talent.

• Through ‘word of mouth’

• According to Music Biz Academy, the reason that so few independent record labels succeed is due to the sheer amount of money it takes to run a record label.

Independent artists also use the first two points as a form of distribution.

Distribution

Record Labels• Record labels are able to easily distribute

artists music to shops such HMV, supermarkets or online retailers.

• Also, at concerts and meet and greets, fans are able to purchase the artists CD.

Distribution

Audience• Music can be distributed through social networking sites

such as Facebook, Twitter via the share button on YouTube. Also, you are able to embed music videos on blogs.

• Another way, is ‘word of mouth’ which corresponds to the sharing via social network but its more personal as, for example, a friend may know what music you are into and tag/send/post a message with a song attached which they recommend to you and as this is visible on you social network, others are able to view this and may also listen to it.

• Also, at concerts and meet and greets, fans are able to purchase the artists CD.

For record labels, they are more able to produce media content over different formats. However, more difficult for independent artists as they do not have the means to do so.

Cross Media Synergy

An example of how record labels using cross media synergy is in Christina Perri – ‘A Thousand Years’ for Twilight: Breaking Dawn P1

Cross Media Synergy

Exchange

The artist receives the necessary funds to produce, market and distribute their material and also recognition across the professional industry market, which leads to featuring with popular artists.

The record label gain two things:

1. Become well known in the industry for producing credible artists.

2. They invest in the artist and in return make a lot of money from the artists.