Text: Maddy Salvage
Die Musikindustrie war in gewisser Weise schon immer ein turbulenter Lebensraum, und das Jahr 2020 bildet in dieser Hinsicht definitiv keine Ausnahme. Diktiert von Streaming-Algorithmen, mit gr erer Konkurrenz denn je sowie der derzeitigen Auslieferung an eine weltweite Pandemie. Aufstrebenden K nstlern mag das wie ein entmutigender Ort erscheinen, den sie da betreten sollen.
Gleichwohl hat er auch eine Historie echter Widerstandsf higkeit. Vergessen wir nicht, dass es gerade erst zwei Jahrzehnte her ist, dass die digitale Technologie das Gesch ft mit Schallplatten v llig umkrempelte und es bis 2015 dauerte, bis dieses sich schlie lich erholte. Und wie zuvor schl gt die Musikindustrie auch 2020 erneut zur ck: Die Entwicklung neuer Techniken und Plattformen f r K nstler, um in diesen chaotischen Zeiten zu berleben. In diesem Beitrag werde ich mein Bestes tun, Licht auf diese Werkzeuge der Navigation zu werfen, und dir einige grundlegende A&R-Tipps f r das m gliche Wachstum deiner Karriere als neuer Act in einem derart apokalyptischen Jahr zu geben.
Eine wichtige Erinnerung, bevor wir loslegen: Jede Reise ist einzigartig, subjektiv und hochgradig komplex. Als A&R-Manager und Label-Mitbegr nder w re es nicht nur ignorant, sondern auch narzisstisch, wenn ich versuchen w rde, eine Formel f r einen universellen Erfolg zu entwerfen. Wir sind da, um K nstler anzuleiten und ihre Vision zu verst rken, der Rest liegt bei dir. Mit diesem Gedanken im Hinterkopf, lass uns loslegen:
1. Es dreht sich alles um Musik
Jeden Tag werden etwa 40.000 Songs auf Spotify hochgeladen - das sind 14,6 Millionen Titel pro Jahr. Erschwingliche Ger te f r das Heimstudio (wie etwa das Focusrite Scarlett) haben die Musikproduktion f r jedermann zug nglich und erschwinglich gemacht. Allerdings geht mit dieser Feier der Massenkreativit t auch ein deutlich gr erer Wettbewerb einher.
Der durchschnittliche Musikfan, der in seiner Mittagspause Streaming-Dienste durchst bert, ist inzwischen von der Auswahl berw ltigt. Im Jahr 2019 betrug der Anteil der Titel, die in Spotify noch niemals angeh rt wurden, beachtliche 20 %. Das wirft die Frage auf: Was sagst du wirklich mit deiner Musik und Kunst aus, was andere nicht sagen? Was tust du, um dich von den 39.999 anderen Songs abzuheben?
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Text: Maddy Salvage
