Social Media and the Music Industry

Since entering my Master's Program for Entertainment Business this fall, there has been much discussion regarding social media. In one particular class, I was asked to set up various accounts on social networking sites. I already had a Facebook account prior to the class and therefore, decided to try Twitter and LinkedIn. Since I am focusing on the music industry, I figured that these networks would be a great way to link up with other managers, artists, promoters and marketing networks. LinkedIn is a great professional network. It has different groups that one can join to get insight. It's also a great way to look at the resumes of the people you would like to get to know or work with.

I must admit that I am slightly disappointed in Twitter. I have been able to follow some people and vice versa but I am not really gaining any information regarding the music industry. In my personal opinion, Twitter has become more of a personal site. I just recently asked myself: "Is Twitter replacing Texting?" You notice siblings and even famous people tweeting unimportant information. They could be literally sitting beside each other and tweeting something that could be texted.  I am saying this jokingly, but I would not be surprised if they tweeted "I am currently in a public restroom and there is no toilet paper." 

So how is one to use Social Media to break into an industry (my case the music industry)? One must notate the reason for using the network and also know which networks to use. If you are going to have a personal page, create one separately from your professional page. One thing that I have found with Twitter is that it can be used as a promotion tool.  The record labels that I am following and even some of the artist use Twitter to promote upcoming albums or performance locations.  Myspace has seemingly lost its flare (I never had a page to begin with). I really do not see too many people using or talking about it. However, I found through reading articles that it wouldn't hurt to have a page. Nexweb.com mentions 10 Tips for using social media successfully.  For a list of sites that would be beneficial to all those music minded please click the following article.

"The Possible Future of A&R"

Recent innovations in digital technology have forever changed the recording industry. It is now possible to produce, manufacture, market, and distribute music as a professional product all from the digital domain. The adoption of compressed digital audio formats, such as MP3 files, forced the music industry to adapt to brand new methods of music marketing and distribution. The rise in MP3 usage has inevitably increased the amount of piracy. This factor has resulted in lower sales revenue for the record labels, forcing many these companies into closure or merger.

The surviving companies have been able to adapt to these changes in economic climate. One method of adaptation has been departmental downsizing. One of the most vital departments in a major record label is artist and repertoire. The role of artist and repertoire has undergone a few changes during the course of history. In the earlier stages of the music industry, the artist and repertoire department was primarily responsible for discovering new talent, artist development, and managing recording projects. This role was slightly reduced by the rise in independent record producers in the 1950s. Independent record producers helped balance the process by handling the creative process of producing artist, while allowing the A&R to focus on signing and developing new talent.

The modern role of the artist and repertoire department is more focused on handling artist that are sign to the label roster. Most major record labels have a much smaller A&R staff today than in the past. The major companies are signing fewer new artists now than ever before. There are also a number of “independent A&R companies” who act as a liaison between undiscovered talent and major industry. Artist development has decreased on the label end as major companies now look to partner with independent record companies who have already developed artist with a strong following. The artist and repertoire department tend to monitor new trends created by artist who have proven their marketability, but lack to resources to effectively market and distribute products on a national or international levels.

Supporting Information/Examples:

http://musiciancoaching.com/music-business/artists-and-repertorire-jj/

http://www.musiccareers.net/being-in-a-band/a-and-r/

http://www.taxi.com/