| The Internet has impacted all of the arts, but no | | | | it's a far cry from where things stood in the '60s, |
| sector has been hit quite as hard as the music | | | | '70s, or '80s. As the industry shifts, artists have |
| industry. With CD sales fading and radio play | | | | to rethink their approach and their career paths. |
| shrinking, recording artists are finding less | | | | The downside is that labels are no longer there |
| opportunities to get their music heard. To survive, | | | | with the famed A&R reps grabbing bands off the |
| many musicians are becoming brands in the | | | | streets and turning them into stars (not that it |
| service of brands. The industry is in such a free | | | | was ever that common an occurrence to begin |
| fall that advertising avenues are filling the shoes | | | | with). The upside is that there is now more of a |
| that music labels once did. During most of rock's | | | | level playing field. Via the same Internet that |
| history melding music in the service of a product | | | | broke the old music model, singers, bands and |
| was anathema. But this is a very different world; | | | | musicians are discovering new models and |
| in the past musicians and record labels could make | | | | approaches. The traditional opportunities of the |
| a good living off of selling records and CDs. An | | | | record label's star building machine aren't as great |
| artist didn't have to sell his or her music to an | | | | as they were when Cream, the Stones, Madonna |
| advertiser or TV show to turn a profit. But with | | | | or the Chile Peppers initially made their marks. The |
| the advent of Napster and subsequent sites, the | | | | music world is shifting, but as one door closes |
| days of platinum and double platinum record sales | | | | others open. To those artists who are willing to |
| are quickly fading. | | | | embrace change, new and exciting avenues and |
| Now most bands make their money off of | | | | business models are appearing. Via the net, more |
| touring, merchandising and yes, melding their | | | | artists have an opportunity to get known and |
| music with products. Lady GaGa's Bad Romance is | | | | develop a career. But, it has become more of a |
| a product placement wet dream come true. The | | | | do- it-yourself world. Musicians who learn social |
| video is filled with brands galore. But she's not the | | | | media, blogging, and traditional PR will continue to |
| only one going down that road; everyone from | | | | build a buzz, establish a presence and create a fan |
| Iggy Pop to Velvet Revolver to Depeche Mode | | | | base. Those artists who embrace change will still |
| has cut deals with products and brands. Although | | | | find ways to succeed, make an impact and build |
| Steve Jobs helped to put some life back into | | | | lasting careers. |
| music with iTunes as a way to generate revenue, | | | | |