I stay up on new music trends and my hobby is unearthing hidden talent that is relatively unknown to the masses. As a self pronounced urban music guru, I enjoy introducing unknown artists to my friends and colleagues. I love engaging in conversations about the unsung heroes and sheroes of the music industry. In fact, it’s a downright competition between my friends and I as we scramble to see who can find the hottest of the hottest. I’ve never understood why music executives don’t simply walk out of their back door and into the nearest hood to find the next new music icon. I really don’t understand why radio executives don’t focus on what’s hot in their surrounding communities. It seems to me that the quickest way to gain a loyal listening audience would be to begin playing music from the latest craze on the block. I don’t think the advertisers would complain if they were trying to sell a particular product or service in say, Chicago, if the music represented the potential consumers they were trying to reach. I’m not anti-radio or anti-industry; I’m just a business woman with a strategic mind who loves music. I respect the game, but I can’t say that it always makes sense. At one time I thought I was the only one who had these thoughts, now it seems that, thanks to the internet, we are seeing the industry bare witness to this thought process. While the music industry is suffering through a slump, independent labels are claiming that business has never been better. Thanks to the internet, music lovers can now get what they like when they want it. It’s music on demand on your terms. The internet is shifting the balance of power, allowing urban artists the opportunity to make their presence known.

Urban artists have almost always struggled and died trying to make themselves known. Many of the most gifted people in the world are unknown to the masses. A startling number of the world’s greatest contributors often go unrecognized. The most talented in our community are rarely compensated for their amazing gifts. Many of us know basketball players from our neighborhood with jump shots that rival the likes of Michael Jordan, singers with more range than Mariah Carey, sisters more “bootylicious” than Beyonce, brothers more Gangsta than 50 Cent and Rappers and Poets more lyrically alluring that Tupac and Maya Angelou. Without funding, exposure and the right relationships many artists will never sell a song nor will they be properly compensated for their gifts.

Believe it or not, many of these indie artists enjoy a healthy fan base that is willing to purchase their music and buy tickets to see them perform. Have you ever visited a city and learned that a local band or artist was more popular than artists that enjoy chart topping success? For example, I’ve seen label executives marvel at how a Crucial Conflict, Twista or PsychoDrama concert in Chicago during the late 90s could be a complete sell out, yet a concert featuring the latest chart toppers with the backing of a major radio campaign at the same venue wouldn’t cause the same mad rush. I’m not at all saying that once an artist reaches a certain status in their career that they are no longer as popular or influential as a local artist nor am I saying that artists who top the charts are not good. Many of these artists have paid their dues and are quite worthy of their success. What I am saying though is that there is a definite market for independent artists and that independent artists can garner support, sell tickets, promote products and sell music. The internet allows these artists easy access to not only their existing fan base but new consumers, as well. There is a tremendous amount of untapped growth in the digital market for both independent labels and artists. Digital music represents a powerful opportunity for artists and independent labels, a compelling new promotional outlet and increasingly as an alternative source of income.

Like it or not, the internet is shifting the balance of power in the music industry. Many independent labels are opting for digital distribution as a means of promotions. My company, Black Rose Music Group, offers digital distribution. Many of our potential clients don’t understand how influential digital music sales can be. We believe so strongly in the power of digital distribution that we released a demo project on our premier artist, Madison Buchanan, completely online. We only press up CDs as promotional items or to service DJs. Not only does this show the industry that Madison can sell music but it decreases our promotional costs tremendously. We’ve focused on internet and college radio as well. That’s one of the secrets to our success. By avoiding the major expenses associated with pressing up units and getting a single on the air, we can turn a profit far more quickly and share more of the profits with our artists. Not only that, we’ve got negotiating tools, such as track able sales and a verifiable fan base, that can be used when we sit down at the table with an industry major. We’re not alone in using the internet and other available tools to create a market niche for our artists. According to the New York Times, “dozens of independent labels are faring well with steady-selling releases by, among others, the Miami rapper Pitbull and the indie bands Hawthorne Heights, Bright Eyes, Interpol and the Arcade Fire. Independent labels have accounted for more than 18 percent of album sales this year-their biggest share of the market in at least five years, according to Nielson SoundScan data. “

Some say this trend is cyclical others say this is the way things are going to be from now on. Consumers now have more choices than ever. With the ease of Internet Sales and companies like Black Rose Music Group and the Chicago Music Guide that provide support services to indie artists, bucking the system is an affordable option in today’s market.

To get your music distributed digitally just send an email to: wendy@chicagomusicguide.com.
Black Rose Music Group is an Artist Management, Music Distribution and Entertainment Industry Consulting firm owned by Wendy Muhammad.