In a fit of blogging originality, I thought I would do one of those Predictions for the New Year posts that seem to get popular around this time. May I therefore present to you the snappily-titled Top 5 Predictions for Music on the Internet in 2010.
1) The major labels will continue to die a slow death while erronously blaming file sharing for all of their ills
Unfortunatley for the lumbering dinosaurs, the musical landscape has changed dramatically and is continuing to change at a rapid pace and, like those beasts of yore, they are facing extinction unless they are able to accept the changes that new technologies have brought and evolve to meet new consumer demands.
I have spoken many times about file sharing, so I won’t repeat the arguments here, but suffice to say that it’s not p2p that’s killing the music industry – it’s the total lack of innovation both in the music produced and the marketing behind it coupled with the insane desire to restrict how people consume the music that they just purchased.
Even if they get their way and the craziness that is the Digital Economy Bill gets passed in its current form, record sales will not suddenly start going up again. File sharing is simply a scapegoat for an industry that can’t accept that the rules have changed and are unable to meet the demands of a new century.
Thankfully, there are plenty of indie labels and artists that understand the benefits of getting as many ears as possible on a band in whatever ways they can, and they will continue to thrive well into the new decade.
2) MySpace will finally be rendered irrelevant
Every time a band sends me a link to their main website and it begins ‘myspace.com’, I die a little.
It is the GeoCities of the noughties and, hopefully, this year it will go the way of GeoCities and be forever banished from the internet. Unfortunately, I fear that this is more wishful thinking than something that is likely to happen given their purchase of Imeem earlier this year.
Still, any musician that wants to be taken seriously in twenty ten needs to have their own site and, given how easy it is for a band to set up and customise a website (not to mention the hundreds of other web properties out there), there really is no excuse not to have their own domain name and website out there.
3) The bands and musicians that work hardest and smartest will reap the rewards
There are now a bazillion opportunities for musicians to get their sounds out into the world. Technology has made it incredibly cheap and easy to record high definition video and audio. There are hundreds of free or cheap software packages that make music and video creation easy.
Video is going to become absolutely huge in 2010. It’s no longer just about music videos once ever 6 months, it should be video updates weekly or monthly – short clips of rehearsals, parties, gigging, everything.
Bands don’t need a PR agent, an A&R guy, a manager or a record label and any band that says they do are simply making excuses for why they are not taking their career into their own hands and making big things happen.
But it’s not just about the tools – it’s about using ever opportunity to its full potential. Each gig should be tweeted and blogged about, then filmed and excerpts released to YouTube and Vimeo. The audio should be cut up into tracks and released as a podcast.
4) The myth of the rock star will finally die
Social media is here to stay (if it was ever really not here) and a big part of being fully engaged with it will be sharing everything. The independent bands and musicians that are the most transparent, the most true to their music, the most real are going to be the ones that enjoy the biggest successes and the most loyal fanbases.
Bands that act like prima donnas; bands that think the world owes them a living; and bands that refuse to lift a finger to do anything other than play music are going to (quite rightly) suffer because fans talk. All it takes is one tweet or blog post.
5) There will be even more empowering tools released to help bands and musicians succeed
Wordpress (together with the hundreds of useful and free plugins that are available) allows bands to keep their music and gig dates updated easily – and if they have an iPhone, it gets even better. They can use AudioBoo to record and share short messages wherever they are on the road, quickly and easily.
All the tools are there – a Flip Ultra HD camcorder can record sterling quality video and is ridiculously easy to use. The Zoom H4n has 2 built in condenser mics and 2 XLR inputs and is roughly the same size as the Nino – perfect for a quick and dirty recording of a demo or a rehearsal.
Most of these tools are free or relatively inexpensive, yet they open up a world of direct engagement the likes of which independent musicians have never seen.
This is going to be the decade of the independent musician, and in a wonderful twist on the old ways, the weirder your music, the better your chances. Happy new year!