The Future of the Atlanta Music Industry By Khem Na'khi
In the article, “The 3 W’s of the Music Industry”, I defined who the music fans, artists and labels were; why they were important, and what information and resources you can expect from me as an Examiner for the Atlanta Music Industry. I definitely set high expectations for myself and I expect the same from you as a music fan, artist or label. The overall objective is to build a music community where we’re all working together and contributing to the preservation, quality and progression of music. The Atlanta music scene as a whole is rich and diverse in culture, which gives their music scene more appeal. From the community based groups to the grassroots organizations that give back to the community, Atlanta represents a family unit that’s grounded in social awareness, self improvement and health and well-being. With a vibrant and progressive communal base, who knows no boundaries, I strongly feel that the music fans, artists and labels who represent the Atlanta Music Industry will meet the expectations I set forth.
The Music Fan – The Support Factor”
The future of the music fan, the support factor, is based around the idea of discovering and sharing music, engaging in the co-creation of ideas and music with the artist and creating conversation and social communities around an artist and their music. Imagine a world where a music fans truly knew their musical taste and fully used the resources available to discover and share new music. Imagine a world where music fans were active and deeply involved in development and progression of an artist’s career. Imagine a world where music fans would collaborate with other music fans with similar musical taste to create movements and online social communities around the artists they love. This is a glimpse as to what the future may hold. For almost a century, a music fan’s musical taste has been determined by mainstream media. With outlets such as BET, MTV, terrestrial and satellite radio, and magazines, majority of the so called “music lovers” have the same musical tastes. How is this possible? It’s all politics as usual. The major record companies pay these outlets to promote their star artists. This is the main reason you rarely hear local artists being promoted through these outlets. Is there another way? In a world of infinite possibilities, there are always alternate routes. Does imeem ring a bell in your mind? imeem is a social networking community based around the idea of discovering and sharing music, engaging in the co-creation of ideas and music with the artist and creating conversation and social communities around an artist and their music. This would be a great start to begin your quest in determining and redefining your musical taste.
The Music Artist – “The Creative Factor”
The future of the music artist, the creative factor, is based around the idea of building interest, relationships and value with their music fans. Imagine a world where artists create new and innovative ways to build anticipation for their projects. Imagine a world where artists connect with their fans on a deeper and personal level. Imagine a world where artists venture outside of the music realm and experiment with different methods to add value to their musical experience. This is a glimpse as to what the future may hold. The record industry has used the same approach to build interest, relationships and value with an artist’s fans for half a century. To build anticipation for an album, the record label will release the lead single to radio stations three months before the release date. If the song gains momentum, a video is released to MTV and/or BET a month or two later. During this time, promotional copies of the artist’s album are released to critics for magazine reviews. On the release date, it’s time for the artist to begin building relationships with their fans. The artist will make an appearance at a record store to meet and greet fans, sign copies of the CD and take pictures. After the release of the album, it’s off to the promotional tour and the record label will release two more singles with videos. I guess this is where the record label is “adding value”. With the ability to download albums months before the release date, this puts a dent into the 1-2-3 process of building interest, relationships and value. Music fans are tired of the same approach when it comes to the musical experience. With this in mind, it’s time for the music artist to begin exploring new and innovative ways to build anticipation, connect with their fans on a deeper and personal level and experiment with different methods to add value to their musical experience.
The Music Label – “The Service Factor”
The future of the music label, the service factor, is based around the idea of establishing a tribal market for music fans, a 360° market for music artists and creating musical experiences. The music label would be considered the overseers who takes what the music fan and artist have already established and expands on their platforms respectively. Imagine a world where you can connect with other music fans on a global scale through one social networking community that gives you the ability to interact with artists and engage in the co-creation of ideas and music for an artist’s project. Imagine a world where you sign a 360° contact with a music label who handles all aspects of your career. From marketing, distribution, publishing, merchandising to touring. Imagine a world where music labels are experimental, innovative and are unafraid to take risks on creating a musical experience. This is a glimpse as to what the future may hold. For more than a decade, the record labels have lost the trust and respect of music fans and artists alike. Through their unwillingness to create new trends and their “by any means necessary” approach to control the flow of money in the industry, fans have turned to downloading music and artist have become more independent. The digital age is proving to be uncontrolled and unstoppable. As prosumer behavior shifts on a daily basis and DIY (Do-It-Yourself) artists are provided with more resources to manage themselves, the record label is left to ponder their existence and whether they should make an exit or reentrance into the industry. “Adapt or Die!” is the slogan used by advocates, such as myself, who are well aware of the transition in the music industry. So I say to you, music labels; are you willing to engage the music fan and help them build a global social community? Are you willing to share in the wealth with music artists and help them expand their platform? Are you willing to accept change, embrace the digital age and begin creating musical experiences? If you’re willing, the future is waiting!
The stakes are definitely high for the expectations of the music fan, artist and label. I’ve heard countless people complaining about the state of the music industry and how we need change. Change is a gradual process and it takes a collective to bring it into fruition. Especially the change we want to see in the music industry. I’ve given you the blueprint as to what I will contribute to bring about change. The question is; are you willing to accept the challenge that I present to you? The overall objective is to build a music community where we’re all working together and contributing to the preservation, quality and progression of music. I believe in the idea that we evolve and create the future. So let’s begin the process of building a new music community for the Atlanta area where we’re all working together with the aim of creating and exploring the future of music.
The Music Fan – The Support Factor”
The future of the music fan, the support factor, is based around the idea of discovering and sharing music, engaging in the co-creation of ideas and music with the artist and creating conversation and social communities around an artist and their music. Imagine a world where a music fans truly knew their musical taste and fully used the resources available to discover and share new music. Imagine a world where music fans were active and deeply involved in development and progression of an artist’s career. Imagine a world where music fans would collaborate with other music fans with similar musical taste to create movements and online social communities around the artists they love. This is a glimpse as to what the future may hold. For almost a century, a music fan’s musical taste has been determined by mainstream media. With outlets such as BET, MTV, terrestrial and satellite radio, and magazines, majority of the so called “music lovers” have the same musical tastes. How is this possible? It’s all politics as usual. The major record companies pay these outlets to promote their star artists. This is the main reason you rarely hear local artists being promoted through these outlets. Is there another way? In a world of infinite possibilities, there are always alternate routes. Does imeem ring a bell in your mind? imeem is a social networking community based around the idea of discovering and sharing music, engaging in the co-creation of ideas and music with the artist and creating conversation and social communities around an artist and their music. This would be a great start to begin your quest in determining and redefining your musical taste.
The Music Artist – “The Creative Factor”
The future of the music artist, the creative factor, is based around the idea of building interest, relationships and value with their music fans. Imagine a world where artists create new and innovative ways to build anticipation for their projects. Imagine a world where artists connect with their fans on a deeper and personal level. Imagine a world where artists venture outside of the music realm and experiment with different methods to add value to their musical experience. This is a glimpse as to what the future may hold. The record industry has used the same approach to build interest, relationships and value with an artist’s fans for half a century. To build anticipation for an album, the record label will release the lead single to radio stations three months before the release date. If the song gains momentum, a video is released to MTV and/or BET a month or two later. During this time, promotional copies of the artist’s album are released to critics for magazine reviews. On the release date, it’s time for the artist to begin building relationships with their fans. The artist will make an appearance at a record store to meet and greet fans, sign copies of the CD and take pictures. After the release of the album, it’s off to the promotional tour and the record label will release two more singles with videos. I guess this is where the record label is “adding value”. With the ability to download albums months before the release date, this puts a dent into the 1-2-3 process of building interest, relationships and value. Music fans are tired of the same approach when it comes to the musical experience. With this in mind, it’s time for the music artist to begin exploring new and innovative ways to build anticipation, connect with their fans on a deeper and personal level and experiment with different methods to add value to their musical experience.
The Music Label – “The Service Factor”
The future of the music label, the service factor, is based around the idea of establishing a tribal market for music fans, a 360° market for music artists and creating musical experiences. The music label would be considered the overseers who takes what the music fan and artist have already established and expands on their platforms respectively. Imagine a world where you can connect with other music fans on a global scale through one social networking community that gives you the ability to interact with artists and engage in the co-creation of ideas and music for an artist’s project. Imagine a world where you sign a 360° contact with a music label who handles all aspects of your career. From marketing, distribution, publishing, merchandising to touring. Imagine a world where music labels are experimental, innovative and are unafraid to take risks on creating a musical experience. This is a glimpse as to what the future may hold. For more than a decade, the record labels have lost the trust and respect of music fans and artists alike. Through their unwillingness to create new trends and their “by any means necessary” approach to control the flow of money in the industry, fans have turned to downloading music and artist have become more independent. The digital age is proving to be uncontrolled and unstoppable. As prosumer behavior shifts on a daily basis and DIY (Do-It-Yourself) artists are provided with more resources to manage themselves, the record label is left to ponder their existence and whether they should make an exit or reentrance into the industry. “Adapt or Die!” is the slogan used by advocates, such as myself, who are well aware of the transition in the music industry. So I say to you, music labels; are you willing to engage the music fan and help them build a global social community? Are you willing to share in the wealth with music artists and help them expand their platform? Are you willing to accept change, embrace the digital age and begin creating musical experiences? If you’re willing, the future is waiting!
The stakes are definitely high for the expectations of the music fan, artist and label. I’ve heard countless people complaining about the state of the music industry and how we need change. Change is a gradual process and it takes a collective to bring it into fruition. Especially the change we want to see in the music industry. I’ve given you the blueprint as to what I will contribute to bring about change. The question is; are you willing to accept the challenge that I present to you? The overall objective is to build a music community where we’re all working together and contributing to the preservation, quality and progression of music. I believe in the idea that we evolve and create the future. So let’s begin the process of building a new music community for the Atlanta area where we’re all working together with the aim of creating and exploring the future of music.
