Music in its Current State

[WestCoastNostra]

At an exclusive industry for MTV's VMA's I was able to listen in on a great conversation about the music industry in its current state and where its headed. In the conversation was a new artist named Kadeve (@KadeveMusic). I don't really know too much about this guy except he has the word "Illive" on his inner right forearm which he claims was his new independent label and a California Bear on the inner wrist below it, oh and he was in a conversation with with a well known heavy weight in the industry... Ernest Singleton (@erniesingleton). I heard his name before but had no idea how deep he was in the music game. Ernest Singleton's short credentials (only doing this because I want you to see the relevance of this blog). He has 139 gold and platinum albums to his credit, was the former President of MCA Records as well as Urban Music. Has had a hand in careers such as: Bone Thugs in Harmony, Quincy Jones, Sean "Puffy" Combs and Prince just to name a few. Back on point now. Ernest and Kadeve are talking and Ernest says something I've never heard from an Executive of his power, he said "Technology has changed the industry in such a way that the big labels don't know what to do." That blew my mind you hear it from underground independent artist all the time, but not from a label head himself. As Kadeve tried to say something about the internet, Ernest Proceeded saying. "So how we supposed to know what to do if they don't? They're not cutting checks unless yo buzz is up, so independent is the only way to go." Before that sentence got all the way out of his mouth Kadeve responded "that's exactly what I'm trying to is use the web to get a buzz I'm just not worried about they checks I'm tryna generate my own." I just thought it was interesting to the see the interaction between two people on opposites sides one trying to make it the other already made it and how they both seem to have a common ground on technology and the internet and it's impact on the music industry.

www.kadevemusic.com
http://soundcloud.com/kadeve-daking/kadeve-hood-anthem-ft-maad

[Jimmy H.]

That sounds like a real interesting conversation for you to have witnessed. And I think Singleton nailed it on the head. I think music was the most obvious victim of the growth of the Internet. Music has to be really popular today just to see decent numbers. All these new artists and even the guys who've been out for a handful of years like say, Game, there really is this challenge to create the kind of cosistent buzz necessary to succesfully break an album. There just isn't that power in promotion. People aren't buying albums as much anymore and even the people who still love the CD-buying experience, like myself, just don't get the same enjoyment because the variety and diversity isn't there. The avenues for exposure are so different now. There's more music and more channels to get it out but the potential to build a solid promotional campaign with one huge hit single every two months just ain't there like it once was. What I find especially interesting (or "concerning") is how bad these hip-hop publications have become. I used to love opening these magazines like The Source and XXL and reading all these interviews and album retropsectives and articles on new artists. Today, I skim through, read maybe two good articles and leave it on the shelf. I'm still interested in the music but as a consumer, I'm bored with the presentation.

The independents have the right idea. They don't have the mass-market appeal of the mainstream guys but they have a more consumer-friendly appraoch which helps. Someone like Tech N9ne who tours all the time and is constantly putting out albums may not ever get a big mainstream cross-over hit that's on all the radio markets but he has a respected brand name now. Artists will fuck with him because he has a great blueprint --- Put the album out and tour the shit out of all the major markets. It requires a lot more work and they ain't making the major label money but they got the indy game on lock. The thing is as much as a lot of people piss on the smaller venue dudes, there is something to build on around that.