Beating the record labels: small-time artists get a fair shot on the Internet
By Triston McIntyre
Britney Spears, Miley Cyrus, Bow Wow — all performing “artists” with over the top star power. But have you ever wondered where the hidden talent is? It’s all over the Internet, and for the first time since the record labels took power from the talented musicians who lack the proper image, the real artists are getting heard…on the Internet.
One such artist is Justin Vernon, now the leader of the band Bon Iver. After recording nine songs on his PC, he posted his music to MySpace and sent some cds to music bloggers for review, according to the Wall Street Journal.
His music received great praise, and in a year his band Bon Iver is playing sold-out shows nation-wide and has performed on shows like “Late Night with David Letterman.” You can now find his music receiving wide acclaim from internet users on sites like YouTube as well.
The beauty of it all is that Justin Vernon isn’t manufactured. He isn’t a good body or a pretty face with slick dance moves. His music doesn’t have the overly-processed sound typical of many pop artists today; in fact, his emotional falsetto melodies have a simplistic, unrefined honesty about them. The unbiased bloggers and reviewers who heard his music knew that, and that’s why he is where he is today.
If Vernon had tried the classic route to musical success, it is possible he could have succeeded. But I doubt it. Making it as a recording artist today, as it has been for many years, is about fitting an image that the record company thinks can sell at a given moment in time. The worst part of it is that any given person could be the right fit and a great talent, but be a moment too late for a trend.
The record labels aren’t about talent. They’re about money, and it really isn’t any secret. Even shows like American Idol, as much as you might like to think otherwise, are about image and marketability, not talent. The only thing left for most talented musicians is to go about their business of music for the pure pleasure of it all and be comfortable with the fact that it might never be more than a hobby.
That’s where the Internet comes in. People like Vernon can play music and share it with anyone around the world for free. There’s no inconvenience of needing to market yourself, find an agent, scrounge up gigs or get a label. Create a YouTube account, post a video, and you are subject to the critique and review of anyone with a computer and the Internet. That’s a bit more reach than going through a regional label.
Justin Vernon does have a record label now. But the Internet and social media sites are to thank for that. Or is it his record label that should be thanking Internet users and bloggers?
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