Music
How the Internet has Impacted the Music Industry
The Internet has had a huge impact on the people side of
the music industry and the record side of the music industry. The way people’s
experience with the music industry has been changed by the Internet is by
creating means of instant connection between artist and fans. The Internet has
also created more pathways for a musician’s career through creating a community
online, rather than the traditional approach of working for a record label. The
Internet has impacted the digital side of the music industry by creating more
methods of airplay, and by changing the value of records through the
development of instant downloads.
Through social media, especially Twitter, there is the
possibility of instant and direct connection between an artist and their
supporters. “Gone are the days of the rock star mystique. We have arrived at an
age where anyone in the world can send a message to their favorite star’s
pocket,” (Herstand, 2014, para. 8). Herstand states that both the way artists
are viewed, and the relationship between them and their fans has changed
dramatically due to the development of the internet and social media. The
internet has impacted the accessibility of musicians and mainstream artists,
changing them from being held on a metaphorical pedestal, and untouchable to
being easily contactable. Fans can now easily thank the musicians for their
music, or to tell them what they ate for breakfast. The way musicians and
mainstream artists are viewed has changed through more people being able to
reach them, it is no longer through a letter to their agent, but with twitter,
one can essentially text message them in an instant.
The artists’ too have this ability to share with
their fans, because of the internet and social media, and it is mostly expected
that artists will show aspects of their personal life with the public. “It's
become second nature to type in the name of the artist on our phones, to see if
we can find a YouTube video, to hear what the band sounds like or a Twitter
account to get the relevant updates. If we can't find anything, it gets instantly
forgotten,” (Helgadóttir, 2015, para. 6). Social media is a great way to
increase a profile’s search engine optimization, but this only comes with
frequent, regular activity. The best thing a musician can do to grow engagement
with their audience is to make mock talk show style, videos and put them on
YouTube. This creates an open conversation where supporters can give
considerable value, for the video maker by picking up the other side of the
conversation. Law explains why adding vlogs, with conversation, rather than merely
music, was received so well as an addition to his channel. “They were no longer
buying music from a random guy on the street, the thought was then ‘oh, we know
him, we have a relationship with him, we can interact with him’,” says Tom Law,
(Cook, 2013). The use of social media can do good for both the artists and
their fans by connecting them to allow for a closer relationship. This is a
positive way the internet has impacted the music industry.
Following
the newly developed closeness of musicians and their fans, the internet has
also changed the relationship between musicians and labels. “The internet has
dramatically altered the relationship between the sound recording industry and
the manufacture, distribution and consumption of music,” (Shuker, 2008, p.
137). Shuker posits that the internet has opened and closed different pathways
between what a musician needs from a label and other means of gaining
marketing, income, and publication. Musicians can now easily notify their
twitter followers that a new album has been released and still get the same
amount of sales that they would if a label had organized the promotions and
advertisements. This too means that by ‘cutting out the middleman,’ more of the
profit goes directly back to the musician's bank account. Again, the
dissemination of their music can now remain in the musicians’ control, by
uploading it to YouTube or using other music purchasing websites such as
Bandcamp or iTunes. “Just imagine releasing a new single on the internet and
being able to promote it on a YouTube channel with [500’000] subscribers. If
you wanted that kind of power and reach 15 years ago, it definitely meant
signing with a major label,” (Thorn, 2014, para. 9). Now musicians can make a
living for themselves without anyone but their audience members to help.
"Record labels are definitely dying out and I think we’re making a lot
more money than they think we are," Brian O’Reilly adds, (Cook, 2013).
This is the power of creating a community through YouTube and other social
media. With the instant connection between artist and follower, it diminishes
the requirement for partnership with a record label. For indepentant musicians this is an
encoraging change brought by the world wide web.
The internet has opened new career pathways, and
redused others. "YouTube is a really good platform for musicians who want
to have a career doing music but don’t necessarily want or need to get into the
mainstream music industry," (Cook, 2013). Charlie McDonald posits, as he,
Tom Law, Brian O’Reilly, and Alex Day, are examples of making this work for
themselves. The expansion of the internet allows for musicians to be successful
and make a good income, without ‘selling-out’ to the mainstream media. The
internet has changed the definition of ‘musician,’ and made it easier to be successful
as an independent artist. The creation of new career pathways and the
opportunities through community with one’s online audience is a significant way
that the internet has impacted the music industry, and in fact grown the music
industry.
Another aspect of the music industry
impacted by the internet is airplay. Methods of listening to music have
branched out after the turn of the 21st century, and it is no longer only with radio
and what records people have bought copies of for themselves. Online music
streaming became available with the recent development of the internet,
allowing people to upload and download data in the masses. It the case of
listening to music on the streaming application, Spotify; “the service is
responsible for literally 10-percent of all U.S. record label revenue in the
first quarter of 2015” (Kennelty, 2015). Kennelty enlightens that online
streaming is used by a large number of music consumers, and it has a large
impact on where people find new music to listen to and often purchase.
The airplay, and world music charts
have also become more accurate as a result of online music streaming. The
question of who receives the most airplay within the different genres, artists,
and records, are answered more honestly with the public having more influence
on what is played through the ability to select and the music that they most
desire, rather than record labels having all of the influence over what is played,
(legally or not). “Payola emerged pretty much alongside radio. …payola was
criminalized, and it’s been illegal to induce a station to play a song in
exchange for money, without disclosing that money has changed hands, ever
since” (Howard, 2011). Howard explains that if the station has been given money
to play a song, the listeners must be told that it is paid airtime or for
sponsorship. And despite payola being illegal it is still hard to believe that
it goes by unpractised. It should be understood that it only takes a few
stations to break the payola restrictions, to give a song recognition, leading
other stations into playing it freely and without being payed, because it is
supposedly so popular. This is why streaming and youtube being introduced to the
collection of airplay records has made the airplay charts more honest. “YouTube
data is now factored into the chart's ranking, enhancing a formula that
includes Nielsen's digital download track sales and physical singles sales, as
well as terrestrial radio airplay, on-demand audio streaming and online radio
streaming,” (Billboard, 2013, para. 1). YouTube views on music videos also
count towards making the record charts more accurate. YouTube in particular
gives the listeners the most control over what music they listen to, and
subsequently support in the charts as they almost always directly select the
tracks they wish to listen to. The internet has impacted the music industry by
creating more methods of listening to music, and by making the record charts,
including the Billboard Hot 100, more accurate in showing what music is really
the peoples’ choice as most popular.
The
internet has not only changed the
industry for good by allowing anyone who does the work for themselves to gain
support from a community of social media followers, and by creating new methods
of music exposure. The industry has also made huge losses because of music
piracy. Peer-to-peer sharing cuts out the musician from a sale, but because of
file sharing abilities through torrent websites to emailing a copy of a track,
it has unfortunately been made entirely possible. “Illegally downloading music
has had a significant impact on the music industry resulting in a loss of
profits and jobs, and changing how music is delivered to the masses,” (Adkins,
n.d, para. 1). Adkins says that through
opting to illegally download music, digital piracy lost the industry almost
half of all potential sales since 1999. There are many services that listeners
may even pay a subscription for access to, but this fee does not account for
all of the music they can potentially download into their own devices. These
are services such as Spotify, Napster, and countless other websites, and even
searching with google the name of a song and the words “free mp3 download” will
usually come up with the song. But as the Recording Industry Association of
America puts it, “just because advances in technology make it possible to copy
music doesn’t mean it’s legal to do so,” (RIAA, n.d. para. 5).
As
long as there are people going against copyright and the Digital Millennium
Copyright Act (D.M.C.A.), there are jobs for those who pick out copyright
infringement to have the music and opportunities for legitimate download, taken
down. Examples of people who have been persecuted for these copyright
infringements include Jole Tenenbaum “ordered by a jury to pay damages
amounting to $675,000 to be split between four major record labels, for
illegally downloading and sharing 30 songs online”, (McMillan, 2013, para 1.),
“Thomas-Rasset's owed damages to $54,000 from $1.5m”, (Holpuch, 2012), and
21-year-old Mark Shumaker was given a fine of a quarter million dollars and
five years in prison for his offences. The music industry is not going down
without a fight. Infringements of copyright, although they happen more than
honest sales of music, are not getting by without serious charges or the users
being told to remove the unauthorized downloads from their websites.
In
conclusion, the internet has had a huge impact on the music industry, and from
every angle, it has either been a significant benefit or a nearly irreversible
loss. These areas that have been mentioned in this essay may only be the tip of
the iceberg, and the industry is not as it was before the internet, from the
relationships between artists and their supporters to the way a musician can
make their living and their own success, to airplay and the accuracy of the
world music charts, to the way people can now break the law, and listen to or
download records.
References:
Bilboard.
(2013, February 21). Billboard Charts Add YouTube Views [Blog Post]. Retrieved
from
http://www.billboard.com/biz/articles/news/1549766/billboard-charts-add-youtube-views
Cook, B. [ninebrassmonkeys].
(2013, May 3). Musicians on YouTube | BECOMING YOUTUBE | Video 8 [Video file].
Retrieved from https://www.youtube.com/watch?v=1J0Wjfz94-s
Helgadóttir, H. (2015). The Importance of Social Media for
Professional Musicians [Blog post]. Retrieved from https://gogo.promogogo.com/words/the-importance-of-social-media-for-profe
Herstand, A. ( 2014,
August 6) 9 Mistakes Musicians Make On Twitter [Blog
post]. Retrieved from
http://www.digitalmusicnews.com/2014/08/06/9-mistakes-musicians-make-twitter/
Howard, G.
(2011, September 15). How To Get Your Song On Commercial Radio [Blog Post].
Retrieved from
http://www.tunecore.com/blog/2011/09/how-to-get-your-song-on-commercial-radio.html
Holpuch, A. (2012, October 22). Minnesota woman
to pay $220,000 fine for 24 illegally downloaded songs [Blog post]. Retrieved
from
https://www.theguardian.com/technology/2012/sep/11/minnesota-woman-songs-illegally-downloaded
Kennelty, G.
(2015, May 18). Metal Injection [Blog post]. Retrieved from
http://www.metalinjection.net/its-just-business/spotify-says-its-responsible-for-10-of-all-u-s-record-label-revenue-in-2015-so-far
McMillan, G. (2013, June 27). Appeals court
approves $675k fine for student who pirated 30 songs | Digital Trends [Blog
post]. Retrieved from http://www.digitaltrends.com/music/appeals-court-denies-piracy-penalty-plea/
RIAA. (n.d.). About Piracy. Retrieved from
http://www.riaa.com/resources-learning/about-piracy/
Salmon [Cyber PR] (2015,
July 15) Facebook for Musicians (1 of 2): Social Media House Part 3
https://www.youtube.com/watch?v=7c41FoouxC0
Shuker, R.
(2008). Understanding Popular Music Culture (3rd ed.).
Abingdon, Oxon, United Kingdom: Routledge.
Thorn, P. (2014, May 22). Tone Tips: The Business of Music, Circa
2014 [Web log post]. Retrieved from
http://www.premierguitar.com/articles/20857-tone-tips-the-business-of-music-circa-2014
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