Jonatha Brooke
August 2008
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THE FINGERTIPS Q&A Jonatha Brooke August 2008 |
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For all the online discussion in recent years about the so-called "future of music," it occurs to me that we rarely if ever hear a lot about what musicians themselves have to say. And I mean work-a-day musicians who are out there seeking a living wage in the middle of the indie jungle.
Fingertips would like to correct this problem, via a short, recurring Q&A feature. Here, each time, a real, working, album-making musician will answer five direct questions about the current state of music in the 21st century, and where things may be going. We kick off the Fingertips Q&A with an email conversation with singer/songwriter Jonatha Brooke. Q: Let's say you're in charge of everything, and the music industry will work, moving forward, exactly how you want it to. Do digital downloads exist? Why or why not? Anything you would change right away? A: Digital downloads are an amazing way to get your music. Fast, efficient, great for finding that one song you need right now. So I wouldn't do away with them. And I'm not going to sit around and lament the demise of vinyl. Things change. And as much as I used to love going to Tower records every month and buying whatever was new, I've totally gotten used to buying stuff from iTunes. I just miss the liner notes, and scouring the package for the whos and whats and wheres! The biggest downside is that the whole concept of an "album" is gone. Singles and downloads are great for that one hip-hop song you have to have, or the disposable hit from American Idol. But I make records. I see 12 songs that make up a whole piece of work that has a trajectory--its own dynamic shape that I treasure. That's one of the hard changes to accept. All that being said: If I were in charge, I would mount an aggressive campaign to educate people early about the value of music, the importance of supporting and paying for art. This is where record companies are still shooting themselves in the foot. As long as they continue to devalue music themselves by giving it away, continuing to lower prices, they will miss their chance to change the culture, the whole atmosphere that they've helped create. The cat's out of the bag now. Music/songs are the smallest easiest piratable first frontier. But the disconnect is when almost anyone will say they can't live without music, but somehow they don't think they should have to pay for it. In a perfect world, there never would have been free music. We have to figure out how to effectively monetize the delivery of music. We need to combine that with an aggressive campaign about what it really means to make a living making music. Hell, the milk industry did it, even the movie companies made a big stink about piracy. What have the labels and/or publishers done to promote and protect the value of music? Q: Talk about one or two things that people who work in the "music industry" don't seem to understand about musicians in the 21st century. A: I guess first it's important to qualify what you mean by "people who work in the music industry." Are we talking about labels, publishers, artists who are truly involved in creating music, or the internet entrepreneurs who are building a business on our backs? There's more music out there, and more music being "consumed" than ever before. It is exciting, there are tons of opportunities, and more ways than ever to deliver music. The biggest challenge is how do you monetize the consumption, the opportunities, particularly for an artist like myself? Everyone says, "The internet has totally leveled the playing field." I say, "How?" The majority of portals are controlled by major conglomerates looking for the next 17-year-old one-hit wonder. AOL is the biggest destination for people looking for music. Have they ever championed an independent artist? YouTube is a fantastic idea. But why didn't everyone who ever posted or got bootlegged on YouTube get a piece of that sale? All I can tell you is what it's like on the front lines of a mid-level career. That's what "music industry" people don't quite understand. It can be overwhelming to try to piece together an income doing what I do. Record sales are maybe a third of what they were. There's a glut of product out there because everyone and their little sister are making records because they learned GarageBand and they want to be celebrities. (Just because you can, it doesn't mean you should.) Yes, the internet is an awesome tool, but it's a maze, and throwing your stuff out there will not magically get it heard. And the more that people throw all that crap out there for free, the further away gets the very idea of art having value. (I'm sure Radiohead will never tell us the truth about what their beloved fans really paid for their record when it was "pay what you think it's worth.") Also: just because records aren't selling doesn't necessarily mean that touring is suddenly becoming more lucrative...and don't start with me about t-shirts!! Film and television opportunities are great. And I've been lucky enough to have some great placements. But these days, so many artists are willing to just give it away, in exchange for the "exposure," that it's killing what used to be a great alternate stream of income. So the networks and film companies will nickel and dime an independent artist like myself every chance they get.  © copyright 2008 Fingertip Productions |