Hits & Misc. #12: The Cost of Art 💸
I.
Remember when Radiohead let you “pay what you want” for their 2007 album, In Rainbows? 🌈
Or when Victoria, BC’s Jets Overhead did the same thing a year earlier with their 2006 debut full-length album, Bridges? 🌉
How about when Derek Webb gave away his solo debut, Mockingbird, free in exchange for your zip/postal code back in 2005? 🐦⬛
At the time, these moves were celebrated as creative ways to win back some of the revenue lost to the recent rise of file sharing: Webb was able to take the risk out of touring with a route built on the data he’d gathered; Radiohead kept control of their creative process and stayed one step ahead of a leaked album; Jets offered fans an unprecedented opportunity to take ownership of their relationship to the band.
Fast forward nearly 20 years and we’re in a very different moment—theoretically, it’s never been easier to get your music into the world, but practically speaking, it’s never been harder to make any money from it; streaming royalties are a joke and the Almighty Algorithm® has ruined the connection between artist and audience that social media once made possible. This reality has left the average musician to rely on licensing, tours (at merch-friendly venues) and a day job (or three) to make ends meet. 😓
II.
Here’s my hunch: I think we’re standing on the edge of another tipping point in the industry. Artists are getting wise to the game and I think we’re about to see a growing number of musicians reject the instability of it all and start exploring new ways forward.
A few trailblazers come to mind.🥾
Patreon has been around for years, but with their recent re-design, they’ve also shifted their focus and are going all-in on patronage (and community) with a slew of wild ideas for the company’s future. Even if the platform doesn’t evolve as dreamed, I’ve no doubt the push will drive change across the industry. 🦋
And then there’s the recent announcement from Nashville’s Thad Cockrell, who’s next album will be released exclusively from his website as a $99 Vinyl + CD + Download combo. He’s (literally) bet the house on a collection of 20 new songs and is flipping his “middle finger to the music industry’s status quo” by keeping his work off the streamers. If he can prove fans are ready to “pay what it costs,” I’m certain we’ll see others follow suit in short order. 🙏
III.
I don’t know many musicians or artists who “expect” fame or fortune, fewer who feel entitled or bitter about their financial situation. Many of them are just tired and/or broke. And yet, they’re still inspired. They’re still singing. They’re still painting. They’re still dancing. Be it in the middle of the night when the family is asleep, or in the parking lot on their lunch break. We can’t really stop them; we can only slow them down. Which means we’ve likely got as much opportunity to shift the landscape as they do. I bet you’re already paving a new forward in small ways you didn’t even think of before… 🤔
IV.
Care to share some of the ways you’re supporting the indie artists in your orbit?
I’d love to know.
What’s the last physical album you bought? Hit me up with a reply to let me know who you’re helping on Patreon. Tell me about the artist behind the new print hanging on your wall or the last poetry reading you paid money to attend!
And then, maybe tell all your friends and family, too. 📣 😉
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