DYI Online Sales

Lately we’ve been seeing a shift by established Artists who are moving away from the major record labels and releasing albums independently online. Groups like Radiohead and Nine Inch Nails have shown that they can sell a significant amount of albums without being signed to a major label. Even country veteran Dolly Parton has joined the new music revolution and has seen sales that have eluded her for over a decade.  

But what all of these Artists have in common is the fact that they have already reached major success from their previously major label releases. So what are the chances that new up and coming Artists and bands will be able to find that same type of success on their own? Unfortunately; not very good.

The internet is incredibly over-saturated with Artists and bands trying to get their shot at fame and fortune. Not only do you as an independent Artists have to contend with Artists on major labels trying to get upfront and center, but also with the horde of “Armchair Artists” too. It’s not difficult to find folks who have no music or industry experience upload a few songs they recorded on their home pc, and think they too can pull in a 6 figure income from selling their songs online. The fact is that in order to break through all the clutter on the web, you need money, and a lot of it. It’s not uncommon for a major label to spend $100,000.00 just in marketing and promoting a new Artist. And of course there is no guarantee that they will make that money back.

Marketing and promotion are the keys to getting your album noticed. Radio (major stations particularly) no longer breaks new Artists, so it’s up to your marketing and promotional efforts to get that job done. You can not count on a MySpace page alone to do all the work either. As an independent Artist who nobody knows, you need to be just about everywhere on the web, and on the streets. Your marketing and promotion should include doing as many shows as possible (even some free ones). Indie Artists need to network with different online outlets like podcasts, blogs etc. Find music newsgroups that not only will be willing to review your album but also interview you as well.

Also if you want to be taken seriously, spend the money and hire someone to create a “real” professional website. Don’t settle for the free WYSIWYG (what you see is what you get) website creators.

It’s important that you understand that you may not make enough (or any) money off you’re online sales. The major labels take a risk of loosing money each time they commit to a new release; you will have to do the same, just maybe on a smaller scale. As an independent Artist or band, the idea of having to put up and risk thousands of dollars to sell your music can be over-whelming to some and impossible for others. This is why the major labels will always have a significant presence in the industry. That’s right; the major record companies are not going to fade away just because some established Artists are leaving them and selling millions on their own.

I think that we will continue to see is more established Artists not renew their contracts with the majors and move towards the independent route. However not all labels are going to just let their golden gooses leave so easily. Although some labels might put more efforts on establishing new acts, most will entice their existing Artists to stay on by offering them better deals (especially those who are bringing in positive revenues).

We should also acknowledge that the lure to “do it yourself” is not all that attractive to all major Artists, after all if they do leave the labels to do it on their own, then it will be their money which will be at risk. You’ve probably heard of that old investment saying: “Don’t spend your own money if you spend the banks’ money instead”.

So what’s left for the new guys on the block?

Well first and foremost you have to remember why you’re doing this. If it’s for the money, you maybe in for a sad reality check. Weather you make enough to buy a new house or just a new set of guitar strings, Remember to do it for the love of the art and the craft.