The Internet and its technologies have, in a way leveled the playing field and empowered indie bands by providing them with the platform and resources that were only available to record labels in the past.
For so long, only very few bands tend to be signed by big record labels. This is quite unfortunate because, ever since, landing a deal major record labels such as Sony Music, EMI Group, Warner Music Group and Universal Music Group has been seen as the Holy Grail for artists. These powerhouses have been behind the meteoric rise of music groups to stardom. Plus, mainstream music platforms such as commercial radio stations are notorious for playing only established and signed artists. Unsigned bands, hence, have been equated with negative connotations. In the year 2000 onwards, however, the music industry experienced a breakthrough and things suddenly change in regard to how music is produced and released to the audience. This has been due to the sudden popularity of the Internet. Today, virtually unknown acts are suddenly catapulted to stardom without any help from the Big Four, as the major record labels are popularly known.
The Internet and its technologies have, in a way leveled the playing field and empowered indie bands by providing them with the platform and resources that were only available to record labels in the past. For example, there is the case of MySpace.com. The website has been used by unsigned artists as a way to reach their fans or establish a fan base. Building a MySpace music page, would allow the band to upload their music, making it available for fans to play. Indeed, MySpace have practically tons of users that many unsigned acts successfully penetrated the music scene. The unsigned band called Koopa, for instance, broke in the UK top 40 via an intensive online marketing, which concluded a MySpace page. Their single Blag, Steal & Borrow landed at #31 in January 2007. It was the very first single to have penetrated the UK Top 40 without ever being released and marketed in the traditional sense. The success stories are replicated in other indie bands’ experiences. The Pixies band’s MySpace page, has been viewed 6.6 million times and their song Where is My Mind has been played and listened to almost 9 million times! The Pixies also have the most dynamic fan base interacting within their pages.
MySpace has also been the venue for bands to get a deal with record labels. The tale of Owl City was a classic MySpace success story. It was started by Adam Young in his parent’s basement and that he uploaded music to his MySpace page, which generated intense interest from users. Owl City’s road to fame was driven by the so-called “viral popularity” which results in the manner by which the Internet is accessed by millions of people at the same time. Many record producers spend their time in it. In 2009, the major record label, Universal Republic signed Owl City, spawning the hits single Fireflies.
According to David Kessel, President of the IUMA/Offline Records, established artists can also take advantage of the opportunity of the Internet by becoming independent bands or after their contract with a record label is up. “All they have to do is go into the studio, produce the music themselves, and sell it digitally. They don’t need the record company if they have a fan base.”
