Research Topic

My research project will delve into the debate of the disintegration of the major record label and just how relevant they still are to the music industry. I will analyze multiple perspectives on the issue, from both the well-established artist as well as the emerging artist's points of view. I will examine the pros and cons of the label versus DIY routes of release a record.

Established artists like Radiohead already have an existing fan base as well as an established reputation - the band itself is a brand and an entity to the consumer. There is no need for the clout of a record label to generate interest in a new record or tour - once the news item hits the internet, viral word-of-mouth takes care of the rest. Record labels aren't needed to secure distribution, their services aren't really needed to get Radiohead's newest single onto radio either. If you're Radiohead, you know people. You know people who know people. You can pull all those strings and make all those phone calls on behalf of yourself; you are the means to your end - there is no need for a middleman such as a record label to be involved.

On the flip side, a newly formed band doesn't necessarily have all those connections, which is where record label steps in. Signing to a label doesn't guarantee an easy ride to the top, much less any level of success. What it does provide though are the tools necessary to expose the music.

Signing to a record deal means that the wheels of all the department are churning together to push your new record out onto the market. The marketing department is taking out advertising on websites and magazines; the sales department is making sure your album is actually in stores; the radio department is seeding your single to radio stations across the country; the publicity department is securing interviews, features and reviews; the new media department is establishing an online presence and buzz.

But maybe there is a new business model out there that doesn't include all these different aspects. Many artists are exploring different methods and avenues to get their music noticed and heard, from licensing it through video games or extremely viral campaigns. Artists are evaluating the current bloated structure of many record labels and deciding that DIY is just as viable of an option, perhaps even more profitable, with no recoupment necessary before they start seeing their share of the profits.