Everyday we’re writing about the uncertain and fluctuating state of major labels. Firstly there’s the argument that for many being on an indie label is financially beneficial for artists as we reported late last year, “indie artists often end up raking in way more than their major label counterparts. According to I Am The Connect, an indie artist can make up to $79,325 after selling $500,000 worth of music, even after their investor’s sum has been recouped.”
Much more than their major label counterparts who are barely getting a sliver of the sweet, sweet royalty payment cake- just check out what Pharell made in 2014 from the year’s biggest song. Then there’s news that majors are giving up selling music altogether given the ever decreasing physical music market (and therefore lack of financial interest from major labels).
If that’s not enough to inspire many to go indie, then how about the threat of being held hostage, which is what happened to 12 year old legends Unlocking The Truth earlier this year, who are forced in order to go beyond their advance, and “need to sell over 250,000 copies of a single album, which is a near impossibility in today’s music industry” in order to gain creative autonomy.
With all the levels of uncertainty, it’s easy to understand why previously major label bands are making the jump. The latest Aussie soldiers in this indie revolution are the hugely successful Thirsty Merc. Last year saw the platinum selling band celebrate the 10 year anniversary of the release of their self-titled, double platinum, debut LP.
Now a decade on the band are recording their brand new release but this time the as yet untitled new album will be recorded at the very same studio they toiled away at over 10 years ago before they were household names, and in order to maintain complete creative control the band have also taken on the responsibility of funding the album (with the help of a crowd funding campaign). We chatted to the band about their decision to go indie, and what they hope to achieve with their new LP.
Why They Scrapped The Label
We like it because we get to own our own master recordings, which gives us more creative control of our music and how we get it out there, which is one plus.
[include_post id=”442395″] But – the real value, we feel, is in the way social networks and music distribution technology works. It’s a fact that now, music and information travels worldwide, it’s more accessible, priced ‘less greedily’ by the controlling companies, and it’s instantaneous.
It enables artists and fans to directly comment, text, email, listen to, watch content and purchase music direct from the artist through their chosen channels, and for the artist to be much more in conversation with their actual fans about everything they do, and everyone sees the activity first hand. We love that element.
There’s a way more immersive dialogue when working this way than how it was with traditional record companies and their convoluted systems, although I know they are evolving too. We feel this way is current and fitting for today’s music landscape for artists – especially if they are self-motivated and like to get involved!
Major Challenges Going ‘Indie’
If you go 100% independent, it means you need to pay for everything yourself upfront. Recording, Mixing, Mastering, Promotion, Advertising, Videos, Touring – the lot. It can come to huge costs very fast if you’re not keeping things in check. That requires lots of planning, budgeting, and communication to ensure you don’t get into the red in a big way.
Another challenge can be the feeling that ‘you’re out on your own’, instead of having the validation of being signed to a major label and having their financial backing. So, it tests your confidence as an artist at various points. Luckily, we believe in our songs, we’re great friends, we work really hard and are all quality, career musicians. We have a history together and a history with fans – and we also seek advice from trusted professionals in the game who are also our good friends.
We’re doing our best to monitor costs, so hopefully we can overcome these challenges. Having that input and boost from fans is a huge help to us – it tells us that there’s someone out there to listen when we’re done with our creations, and that is an amazing feeling and has gotten us through many of the hard times.
The Reservations Leading In
[include_post id=”425342″]We had our reservations for sure. They were like other pre-release jitters: ‘what if people don’t like this idea?’ and ‘This is new for us, what if we stuff it up?’ And I think those types of jitters are only natural, because at the end of the day, we’re dealing with music that is close to our hearts, so it’s hard not to take a bit personally sometimes if it all goes south!
Also, musos at the best of times can be an insecure lot. But, it’s been an overwhelmingly positive response so far and all we can say is that the fans have been one of our biggest inspirations with this new album, and it’s been so great to have them involved so early on.
Benefits Of Being On An Indie Label
The benefits I’ve seen are that fans are getting a way more realistic picture of the actual music, the actual personalities, the industry to a large extent, and the methods that music goes from ideas to realisation, so it’s Raw, Real, and unfiltered – it’s in the realness.
I always like music in that way – as a listener I love to know that I’m getting what the artist actually intended me to get. Also, the artist can be more efficient in their music releases – for instance, do more unique, unconventional methods of releasing music – in the form of one EP here, an album there, a video here and a song here and there – more often, if they choose. There’s less parameters and rules placed on everyone, so it is a really nice arena to be in for everyone.
The Response So Far
We’ve been extremely satisfied. The more we try these new cutting edge methods and the more we learn about them, the more we love doing things this way – and we’re always looking for feedback on how to improve what we do too.
If a band or solo artist is prepared to foot the bill themselves, work really really hard, and agree to roll with the punches at all costs, I would recommend it to them, for sure.
For more info on Thirsty Merc’s crowd funding campaign visit the www.pledgemusic.com page.
