The music business can often seem like an impenetrable fortress, and in many ways, it is. The industry operates like a pyramid, with everyone starting at the base, while the superstars live at the top. As you move up, the climb becomes harder, with gatekeepers guarding each level. Although the internet has leveled the playing field for independent musicians, you eventually need other people to help you level up.
Understanding the Pyramid Structure
At the base of the pyramid, you’ll find everyone just starting out—musicians, producers, and aspiring artists. The further up you go, the more exclusive and difficult it becomes to break into the next level. At the very top are the major labels, who control 80-90% of the mainstream music market. These labels operate more like banks, viewing artists as investments rather than creative talents.
The Major Labels' Business Model
Major labels sign artists with the intention of scaling them and generating a return on investment. Musicians are often packaged as products and signed to 360 deals, where the label takes a percentage of every revenue stream, including touring, merchandise, and more. Unfortunately, 80-90% of artists who sign with major labels never recoup their advance and are dropped from the label's roster.
Success Beyond the Top
The good news is that you don’t have to make it to the very top of the pyramid to be successful. There are plenty of independent labels and publishers in the upper middle of the pyramid who genuinely care about music and provide viable opportunities for artists. However, reaching these mid-to-upper levels requires proving yourself by building an audience and generating revenue at your current level.
The Problem with Unsolicited Demos
One of the main challenges for musicians is that better labels and publishers don’t usually accept unsolicited demos. This creates a paradox: you need to get noticed, but there’s no direct way to submit your work.
The solution? Focus on proving you’re an asset. This involves creating great music, growing an audience, and building a buzz around your work. Labels care about money and audience size, so the more you show your potential to generate income and attract fans, the more likely you are to get noticed.
Tips for Breaking Through the Gatekeepers
Develop Your Craft: First and foremost, focus on creating the best music possible. Your music will be the primary driver of your success.
Build an Audience: Use social media, streaming platforms, and live performances to grow your fan base. This is crucial for attracting attention from industry professionals.
Networking: Collaborate with other musicians, producers, and industry insiders. The music business is often about who knows you, not just who you know.
Craft a Strong Bio: Your story is just as important as your music. Make sure you have a compelling bio that explains who you are and what makes you unique.
Submit Properly: When sending a demo to a label or publisher, follow their guidelines exactly. Include a professional introduction, mention your accomplishments, and make sure your email and demo stand out.
Research the Labels You Want to Work With
If you’re targeting a specific label, research them thoroughly. Understand the type of music they release, follow their social media, and get a feel for their brand. This will help you craft a more personalized pitch when the time comes to submit your demo.
Ultimately, you don’t have to wait for a label’s approval to succeed. In today’s music industry, independent artists have all the tools they need to build their careers on their own terms. You may even reach a point where you no longer want to sign with anyone.
Conclusion: Focus on What You Can Control
Advancing in the music industry takes time and hard work. Focus on what you can do today to move further up the pyramid, whether it’s creating better music, growing your audience, or networking with the right people. The further you advance, the more opportunities will open up, and before you know it, you could be the one receiving offers rather than submitting demos.
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