TJ Chapman

by IndRossi

I remember with little affection the years pre-Napster et al, growing up in a naïve age of music superstars, inspirational icons made for kids to imitate and wannabe musicians to emulate. Such face-value celebrity has arguably ended, and will never return. To many, this was a golden age, late 80’s onwards- where Michael Jackson could hawk Pepsi Cola and have his integrity undiminished, a formative time between industries that would see the record industry, advertisers, filmmakers and musicians collaborating or syndicating their content out on cross-platform endeavours. From this, the celebrity endorsement reached an apex, and the Hollywood blockbuster emerged- star names, released to hype every Summer to get bums on seats, with a sure-to-be-Number-One soundtrack launched simultaneously. To those who worked in the recording industry, you’d never had it so good.

In the business of marketing super-stardom, record labels enjoyed a near-monopoly. I remember the fervent clamour with which young bands chased recording contracts, and the romanticised retellings of this narrative through such Generation X films as Wayne’s World or Bill & Ted. If the process was hard, it was also inevitably rewarding- this was the message the industry gave off- that really, it was a case of filtration, and once you’d signed your first contract- the number one’s, obliging lady friends, suitcases full of cash- would come rolling in.

This, of course, is a bygone era- and you would perhaps forgive those more closely involved with record production and promotion if they regarded it with rose-tinted spectacles, staying awake late at night wistfully remembering how it used to be. As compared, of course, to how it is. For whilst they attempt to claw back some of their relevance, to re-establish themselves as crucial, essential players in the process dividing band and audience- it’s becoming increasingly difficult to articulate how ‘what they do’ could possibly be in anyone’s interest, besides their own.

In 2000, the highest selling album shifted 9.9 million units (N’Sync) and in 2006, a mere 3.9 million (High School Musical). With these statistics indicating a continuing trend, the likelihood that a band will get burdened with a major label’s expenses is more realistic than ever. Why? A record label's main concern is the monetary return on their initial investment (or ‘advance’), but an artist's main passion throughout any negotiations is the quality of the music being produced, and their ability to keep making it- regardless of financial minutae. That is, of course, if you even get signed- with such low returns on investments, record labels are much less inclined to take risks on emerging talent, instead pumping their funds into either established artists (with a proven track record of selling records, playing theatres) or more malleable artists, whom they can fast-track to the spotlight through a process of characterisation and branding.