The Future of Commercial Artists: A Brighter Outlook Through Adaptation and Innovation

Despite concerns about the future of commercial artists, particularly in the music industry, I believe that the future is promising. In fact, musicians today are better off than they were during the so-called golden years of the 70s to the 90s. With the advent of affordable music production and marketing tools, any individual can now promote and share their music without the need for a traditional record label or patron.

A Concise History of Commercial Music

Let's take a quick look at the historical trajectory of commercial musicians. Before the 20th century, musicians relied on wealthy patrons to support them. To maintain their backing, they had to compose music that their patrons found pleasing, rather than focusing solely on their artistic vision. This treacherous dynamic shifted in the 20th century, particularly in the 1970s, when radio, physical music sales, and MTV created new horizons for musicians. However, this era was often fraught with the exploitation and mistreatment of artists by record labels. Many musicians viewed this era as a golden age with a degree of skepticism. The documentary Standing in the Shadows of Motown provides an insightful glimpse into the lives and struggles of musicians during this period.

Modern Advancements and Opportunities

Today, the landscape for commercial artists has transformed dramatically. Affordable music production tools and marketing resources have become widely accessible, giving aspiring musicians the opportunity to create and share their art without the traditional barriers. While the volume of music has increased, making it challenging to stand out, the democratization of music production means that more voices are now audible. No longer is access to a big label or a major city required to gain recognition or financial success. Musicians can pursue their creative passions independently, free from the control of patrons or labels, as long as they can find an audience.

The Evolution Toward Free Music

The future of music is moving towards a model where recorded music will be completely free of cost. This shift is driven by advancements in information technology, which are eroding the traditional revenue streams of the record industry. While this transition can be seen as a threat, it can also be viewed as an opportunity. Just as the invention of cars did not halt the existence of horse-drawn carriages, the transition to a free music model can coexist with other revenue sources. Live music remains a robust and resilient model, providing a valuable service to the community.

Adaptation and Innovation

To remain successful, commercial artists must adapt. Maximizing the skills that are in demand and convincing audiences of the unique value of their art is key. This means creating a compelling narrative and demonstrating why your art is irreplaceable. Whether you're a solo artist or a band, your unique voice and ability to engage an audience are what set you apart. As the music industry continues to evolve, artists must explore new ways to reach their audience, whether through live performances, engaging content, or novel marketing strategies.

The Rise of Live Music and Entertainment

One of the fastest-growing phenomena in the music industry is the live music scene, particularly festivals. Live events, especially pop-up and local shows, provide a unique opportunity for artists to connect with their audience on a more personal level. My experience has shown that while many people are bored with the music at small shows, they are often drawn to parties and events. By incorporating games, activities, and other engaging elements, artists can create a more attractive and memorable experience. This broader appeal is why large-scale festivals like Coachella have become so successful. They attract a wide audience, including people who aren't necessarily music enthusiasts, and provide a unique entertainment experience.

Ultimately, the future of commercial artists is not bleak. With the right adaptability and innovation, artists can thrive in a dynamic and ever-changing industry. Live music remains a powerful and adaptable form of entertainment, providing a unique opportunity for artists to connect with their audience and establish a loyal fan base.