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This document provides an overview of independent music and the band Hanson. It discusses how the music industry has changed with the digital revolution and file sharing, allowing independent artists more freedom. It defines characteristics of independent musicians, including intrinsic artistic motivation, building networks of support, and taking on business roles themselves. Hanson is used as a case study of a successful independent band, forming their own label called 3 Car Garage. The document outlines considerations and strategies independent artists can use for areas like sales/financing, promotion, touring, licensing, and online platforms to thrive without a major label.
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- 1. DIY Toolkit: INTRO CLICK. Good morning, everyone. Take a second to consider the answer to this question (rhetorically, of course): what is an independent musician? How is such a field defined? Is the adjective “independent” attributed to the artist or the sound? My name is Adam Emery, and through this presentation, you will come to learn that the answer can be either…or both. I took an interest in exploring this topic for two main reasons. First and foremost, I am passionate and curious about exploring the avenues of making music “independently” and discovering the processes and strategies for being successful. Secondly, as a result of that, I was able to do some research and present on the Indie band that has been with me since childhood and I have followed through their music, concerts, and various events. CLICK. DIGITAL REVOLUTION But before we talk about independent music and its respective artists, let’s briefly consider the history of the music industry up to this point. The terrain of the current music market is radically different from the terrain of the market 20 years ago. Back then, a handful of large record labels controlled the industry. CLICK. Housed within these companies were the many facets of the industry, including legal services, marketing, production, sound engineering, distribution, etc., that had a global reach. The musicians signed on by the labels were admitted purely based on skill, and had no need to be well-versed in any of the aforementioned fields. The influence of the
- 2. major labels is easily observable; between the years of 1987 and 1997, the labels in the United States increased domestic music sales by 160 percent, and worldwide, they accounted for between 70 and 80 percent. CLICK. Once file-sharing software such as Napster, developed in 1999, started to come into use, though, the large labels started to lose control over the distribution of music. To put this in perspective, journalist Brian Hracs reports that “…Universal…recorded a staggering $12 billion loss for the first 9 months of 2002.” CLICK. Out of this crisis, however, came the current channels of digital music distribution used today, such as Apple’s iTunes, which forever changed how artists and customers alike produce and consume music. But since my colleagues have already discussed the digital revolution, let’s move on to tackle the question I posed earlier about unpacking the term “Independent.” CLICK. THE INDIE MUSICIAN CLICK. This sect of our musical culture has a myriad of sub-categories and alternate classifications, but the essential facets of “Indie” culture can be defined in three basic categories:
- 3. CLICK. “intrinsic motivation for extrinsic value,” CLICK. “independence as a network,” and CLICK. “artist as business.” Author and musician Hugh Brown surveyed so-called Indie artists and published a record of their perspectives and motivations in order to explain how and why certain artists choose to be Independent. The first dimension, “intrinsic motivation for extrinsic value,” observes topics of the ethical and cognitive nature. Indie artists exclude themselves from signing contracts with record labels because they feel as though there is “record-executive interference in the creative process.” Indie artists are committed to originality. And motivation is key to the values of the music. According to a survey done by Brown, less than five percent of Indie musicians said that money motivated them. The second dimension, “independence as a network,” recognizes one of the realities of the lives of Independent artists, namely that artists must start from scratch when it comes to finding professional connections. In this regard, Indie artists utilize the esteem of their fans in new ways. The digital age provides a plethora of options for Indie artists to connect with their fans and convert their esteem into labor, namely though fulfilling positions in sales, promotion, legal, and media.
- 4. The third and most involved dimension, “artist as business,” points out that, without the presence of a record company containing vast resources, the artists themselves are left to fulfill the necessary business roles involved in music production. In Brian Jackson’s Music Producer's Survival Guide, he notes that Indie artists should always have five considerations before, during, and after planning performances, projects, and business moves. CLICK. FIVE CONSIDERATIONS These five considerations are as follows: CLICK. Needs. CLICK. Budget. CLICK. Creativity. CLICK. Space/travel, and CLICK. Compatibility. CLICK.
- 5. Brown’s survey notes that many artists have immense stress when performing administrative duties, and this can arise from a lack of formal education that details the inner workings of the music industry. This, obviously, can detract from their creative output. To counteract the angst associated with the business portion, Indie artists put as much originality into their business as they do their music, capitalizing on interests such as graphic design, computer programming, and poetry. This creativity both increases motivation for the artists and also codifies their “cult” status with fans. CLICK. Now, there are several groups within the Independent music genre that have had considerable success, such as CLICK. Radiohead, an English rock band formed in 1985, CLICK. and Nine Inch Nails, an American industrial rock band formed in 1988. While I could name other bands and have a general focus on how they fit in to the Do-It- Yourself music production approach, I thought it would be better to focus the presentation through the lens of one of the most successful and ongoing Indie groups to date, namely… CLICK. Hanson. Now, for those of you who are familiar with the trio, I’m sure that you laugh when you think of their hit song, “MMMBop,” with its nonsensical-yet-catchy chorus. But in reality, brothers Isaac, Taylor, and Zac (from left to right, in case you were wondering), have been strong contenders in the commercial music scene, reaching #1
- 6. on several charts for best album and best song across multiple years. The three became professionals in 1996 with the release of said hit single, and after premiering at South By Southwest (SXSW) in Austin, Texas, they were approached by manager Christopher Sabec and were promptly signed to Mercury Records and released their first album, “Middle of Nowhere.” The album was a huge commercial sensation, selling 10 million copies worldwide. To give you an idea of the scope of their achievement, fans would forever refer to and celebrate the album’s official release date, May 6, 1997, as “Hanson Day,” to commemorate the beginning of the group’s success. Today, “Hanson Day” is a bit of a misnomer, as it should be called “Hanson Month,” given the large amount of events and special releases that surround the occasion. As I said earlier, I basically grew up with them and watched them progress through their career. Since their formation of their own record label, 3 Car Garage, or 3CG, in October 2003, they have created a successful business model that includes several revenue streams and an ingenious, fresh marketing campaign with a strong connection to their “Fansons.” CLICK. TOOLS OF THE TRADE Hanson was not only able to survive after splitting with the record companies, but they were also able to thrive. We first examined the five considerations that Indie musicians need to make when considering launching serious careers. Now, we will look at the five following areas of the career that requires equal amounts of energy and commitment in order for artists to be successful: CLICK. Sales and Financing,
- 7. CLICK. Promotion, CLICK. Touring, CLICK. Licensing, and CLICK. Online Platforms. CLICK. SALES AND FINANCING CLICK. “Doing the Math” When considering the economics of selling music, the current market can potentially allow for increased flexibility and revenue if utilized correctly. CLICK. To summarize an example featured in the Baskerville text, an Indie artist can earn 70 percent of their gross profits from iTunes CLICK. and nearly two-thirds of that profit from selling D2F, or direct-to-fan.
- 8. Hanson is a perfect example of this concept; under 3CG, they command a higher level of direct income because they own all the rights to their music and, after splitting the income with their respective distributors, proportionally receive a gross profit larger than that of a signed artist. CLICK. Keeping this sales model in mind, how can artists utilize this system to further their professional goals? Several tools exist online to help artists sell their music, including CLICK. CD Baby, a company that offers CD replication and distribution services, CLICK. and ReverbNation, which develops technology for musicians for promotion, content management and cross-media licensing opportunities. CLICK. Artists with a lower starting budget can also turn to crowd-funding options, such as Patreon or PledgeMusic, which allow for enthusiastic and financially-stable fans to donate money for artists to use in producing content. This system lends itself, however, to the possibility of being abused, so artists should exercise caution. CLICK. PROMOTION When discussing how to attain success in the market, image is key. Artists must promote their content in order to be heard amidst the thousands of other people doing the same thing, and in the age of the Internet, this could not be easier. Hanson has
- 9. stuck with the idea of threes; their original logo is their last name broken into two three- letter symbols; their icons for “Shout It Out” and their new album, “Anthem” each have a series of three symbols that have musical significance to each brother and also appear on their artwork and merchandise. Also, given the Christian upbringing of the brothers, it carries Biblical significance as well. CLICK. But Indie musicians sometimes need an outside entity or force to help them become more culturally present. Hanson, unsurprisingly, took a unique approach to this concept. Starting on January 15, 2007, the band took a philanthropic approach to promoting themselves in a campaign called “Take the Walk.” The intent was to raise money for battling HIV/AIDS in Africa; fans would start fundraisers that involved walking barefoot for a least a mile. At the onset, it was inherently a low-profit venture: CLICK. But then Hanson sponsored walks at all of their subsequent concerts, and soon it transformed into a charitable cause with multiple streams of donation, including songs purchased on the “Take The Walk” website. This campaign gained significant publicity, and the group soon partnered with the TOMS Shoes company to further the cause of serving families in Africa suffering from poverty and disease. All of this worked and continues to work both to accomplish a truly noble task as well as increase the popularity and presence of the band. CLICK. Also on the promotional side, Hanson utilizes their “Street Team,” which are members of their Fan Club who spread the word about Hanson through direct flier posting, grassroots marketing, social media, and beyond, strengthening Hanson’s relationship with their fans and also creates more buzz for their product on a global scale. CLICK.
- 10. TOURING As my colleagues have stated before, touring and live performances have proven to be some of the single largest sources of income for the majority of music artists. Venue bookings are an important part of this process, as Indie musicians must be diligent about pursuing opportunities to perform their music and earn enough sustainable revenue. CLICK. Hanson started their rigorous touring career in 2000 after their then-label Mercury Records merged with Island Def Jam Records and produced their second album, “This Time Around.” To relate back to promotion, because of the label’s poor planning for promotional funds, the album was not as financially successful, so the group began touring out of necessity AND on their own funds. This was a blessing in disguise, though, as the group has since garnered an immense following, and their number of “Fansons” is constantly increasing. But for other Indie musicians who do not have the same resources as Hanson, CLICK. several online services assist with booking and advertising gigs, including SonicBids, formed in 2000, which has a tiered membership charging monthly fees based on the services rendered. CLICK. INDIE IN ACTION I’ve spoken quite a bit about these powerhouse Indie musician brothers, but just in case you remember absolutely nothing about this presentation, I am going to show an interview conducted by the Wall Street Journal that I highly recommend you watch later in its entirety. In this video, Hanson summarizes every part of their career, from running
- 11. their own record label, to cutting costs on tour, as well as their latest professional endeavor, CLICK. brewing beer. You heard right. The Hanson Brothers started their own company out of their passion for craft beer. And with each bottle, they sell one of their songs, with 10% of the profits going towards the “Take The Walk” campaign. Now, Fansons can simultaneously crack open a cold one, enjoy a good song, and combat AIDS. With that, here are the Hanson brothers: SHOW VIDEO STARTING AT 2:40 AND STOP AFTER APPROXIAMTELY 2 MINUTES (OR WHENEVER PROFESSOR BRITT TELLS YOU TO STOP). CLICK. LICENSING Synchronization, or “Synch” fees, are another prominent source of income for artists. The pairing of an artist’s music with picture in the form of television, videos, and commercials continues to be a reliable part of both promotion and sales. For Hanson, this was no exception. On March 25, 1998 in the US, Kellogg's began airing CLICK. the Eggo Waffle commercial featuring Hanson. The commercial features Hanson performing "Thinking of You" off their album “Middle Of Nowhere.” Kellogg's also put
- 12. Hanson’s picture on the Eggo Waffle box, and if you filled out the form on the back of the box, you received a T-shirt with Hanson's photo on it. CLICK. ONLINE PLATFORMS In the digital age, online platforms are the hubs for each area of the Independent artist’s brand. All of the web-based tools I named before were a perfect example of resources that artists can use to further their careers in an efficient and expedient manner. For Hanson, this is no exception. On the band’s website, Hanson.Net, you can find updates about everything Hanson, including developments and opportunities for Fan Club members. And in that vein, if anyone is interested in finding out what being a true Fanson entails, it just so happens that I will be receiving my monthly Fan Club Care Package sometime later this week, so feel free to come visit me and take a look. Hanson maintains a strong social media presence, with accounts on Facebook, Twitter, Instagram, YouTube, and Pinterest, which they all constantly update. CLICK. And for fans, keeping up with the tour locations of bands is made easier and more immediate via apps such as BandsInTown, which allow users to enter their favorite artists via their iTunes playlists and follow their tour locations, while also giving event info on artists close to the user’s location. CLICK. TOP 10
- 13. Here is a list of the top ten websites that I found to be the most useful both for conducting research about Independent music as well as receiving news and updates on Indie artists. My top three websites are highlighted in blue. CLICK. I hope that, through this presentation, you’ve learned what Indie music is, how to go about pursuing an Independent career, and how groups such as Hanson are living proof of its potential for success. Thank you, and have a great day.