The New Music Biz Rules For Record Making And Breaking

by Cari Cole

Has record making really changed in the new music biz? In some ways, yes. There’s newer technology just like every other industry, tools and tricks that make it easier, less expensive. There’s also the convenience of sending files via the internet and doing records by Skype. One of the last records I did the vocal arrangements on, the producer was in Canada, the artist was in Salt Lake City and I was in New York.

But while the recording process is otherwise still pretty much the same, there are some new rules to pay attention to.

Let’s take a look.

The New Music Biz Rules for Record Making and Breaking

The Singles Market is Back

The record industry of the 60’s-90’s ran on albums following a long period of a singles market in the 30’s-50’s. With the advent of the iTunes $.99 single, it was the first time since the dawn of the album that the music business returned to the market of releasing singles.

Single releases help artists grow their fanbase and raise awareness before their album release. Some indie artists are stretching the release of their video/single releases out longer to gain fans and get the word out prior to their album release. This tactic acts as marketing tools to grow the fanbase to release the record to. It also allows artists to “try” out a new sound, see how it strikes. Big labels use this technique with their new artists as well.

The downside is, if you don’t have any other material, it’s easy for the single to fall flat and lose longer term marketing potential for the artist. Plus, the “see if it sticks” approach doesn’t work well with artists who don’t have large followings.

The EP (Extended Play)

As record sales began its decline those many years ago, the mighty little EP made its appearance on the scene. Primarily allowing new artists the financial resources to release “half” an album and surface on the marketplace without having to wait the many years it can take to finance and record a full album.

While an EP may be great for first records, it’s not enough content to make “Best New Artist” or prove your indie cred. Artists still need a full album of 10 or more songs to show that you are here to stay. (Imagine arriving at the site of your favorite new artist to only find 5 songs? How convinced are you?)

The LP

The good ol’ tried and true LP still rules the roost, period. We still love the “LP”, even with the return of the single. It just makes the singles all the sweeter.

Bigger Divide Between Indies

As we’ve all been out swimming in these new waters for awhile now, I detect a greater divide between independent artists that succeed and those that don’t. The main difference being that the artists that pay great attention to the details and put out a superior product win. Also with more records out in the marketplace and only so much room in our playlists for new artists, it’s natural that more records fail today than any other time in history. That said, the crème de la crème independent records, with more tools than ever before available, are rising in droves. A shocking number of independent records won awards at the Grammy’s in 2015, more than ever before. There is so much more success ahead. May yours be next.

Record Producers Are Less Exclusive

With less of a budget from big labels, who used to throw more money at a larger number of artists, record producers who were tied up working exclusively for them have now opened their doors to independents. It’s good and bad. I’ve seen A-list producers charge a hefty fee for eager independents who raise the cash from their fans, only to end up with a record worth far less than the price. Just because a producer has produced a great record for one artist doesn’t mean they will for you. It’s also not just money, it’s “chemistry.” In other cases, there are great outcomes for both parties. Do your research.

Tell me your thoughts on the new world of making records in the comments below. I’d love to hear from you.