Musicians attempt to harness the Net
Published: 28 Jun 2004 11:25 BST
Having learned a thing or two about the guitar and songwriting, Geoff Byrd is practicing another instrument that could prove even more important to his musical career: the Internet.
Byrd's music has consistently ranked among the top listings on GarageBand.com, a Web site that allows independent musicians to review one another's songs. For the next few weeks, the singer-songwriter's tunes are going into Internet radio's version of heavy rotation, due to a deal announced on Wednesday between GarageBand and the Live365 network of stations.
The new Net radio promotion is just one in a series of offers Byrd says is finally adding up to a powerful set of tools for independent musicians online. Largely through Internet promotions over the last year, he's sold thousands of CDs, won opening slots in several large concerts and drawn calls from major label scouts.
"Everybody is the product of what works for them personally and practically," Byrd said about his online experiences. "But every connection helps. The way I look at it, any exposure is beneficial to artists."
Independent musicians have long turned to the Internet in their struggle for recognition outside traditional industry channels such as radio and MTV. Now, in the wake of the dot-com bust, many are discovering that savvy online marketing may never catapult them to stardom -- but it can give their careers an important lift.
For all its promise, the Net has not yet created any overnight sensations. That power, for now, appears firmly locked to television, where popular contest shows such as "American Idol" have put unknowns at the top of the pops with ease. By contrast, the Internet is proving its worth to independent musicians primarily as a complement to traditional marketing efforts known to generations of road-weary rockers. Touring, word of mouth, fan clubs and posters are now being augmented with Web sites, email lists and blogs.
Still, signs of the Internet's growing influence are beginning to be felt in a variety of ways, musicians say. Listener recommendations, online preview clips and samples, shared playlists and other grassroots tools are bringing more knowledge and choice to consumers than ever before. That trend could one day reduce the percentage of music sales currently controlled by a handful of heavily promoted acts and boost recognition for a greater number of less-popular artists.
Many say it's about time. Independent musicians and labels counted for about 25 percent of the $32bn (£17.5bn) global music market in 2003, according to the International Federation of the Phonographic Industry.
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