TO BE OR NOT TO BE?

 We’re celebrating at Regality Records, LLC, the Philadelphia based Indie label. This is our official re-launch after a year of highs and lows in success.

 In February, 2008 we embarked upon our journey to make our mark and carve out a space in the ever-changing landscape of the music business. Being an artist, this was a huge leap of faith that has proven to be as challenging as initially presumed.

 Although the road we still travel is the road we chose it has led to feelings of helplessness, desperation, confusion, isolation, and that feeling in the gut that questions if the choice made was the right choice.

 Herein rests the inspiration for this and other articles/blogs to come. I feel a sense of responsibility to share, some of what I have learned, with others considering their own leap as well as the many other daring souls well on their journeys of musical independence.

 You may be quite well aware of the state of music today, and you may be aware of the complexion of the music industry. While the two are interdependent and difficult to distinguish one from the other, they are truly animals of very different colors. Music, in and of itself, is beautiful, expressive, and universally transformative. It can uplift, excite, and persuade the most emotionally impotent and austere of us. Music can build, unite, translate, and galvanize across cultures and beliefs. When created and presented, in purity, music is a wonder.

 However, we have been assaulted and overwhelmed by the mammoth major labels who have exhibited a certain recklessness and blatant disregard for “real music.” Label executives have become nothing more than musical pimps and pushers saturating the airwaves with their musical crack, and we all know the dire consequences related to that stuff. The motivation is obvious, MONEY!

 It would be unrealistic and sorely unfair to minimize the role that money plays in music and our world on the whole. Nevertheless, the majors seem to have unwisely placed the cart before the horse on this point. Money is a great servant to all things but a horrible, tyrannical master. I believe this to be exceptionally true regarding music and the business of music.

 The influence of the majors has notably transformed the palates and expectations of the listening public. Much of what is heard via radio and on video television is watered-down lending to its short cycle in contemporary society.  In the interest of turning out hits they have neglected to create and offer “classic music.” It is now a rarity to be transported by the music we hear, the music we’re being offered by these so-called experts.

 The industry has a wealth of great performers but I don’t know if we could call the majority of them talented. There is no stretch in noting how poorly today’s artists sing and sound in live performances. Certainly in contrast to the icons of yesterday, today’s talents are easily eclipsed. Too many contemporary artists rely upon technologies such as Antares’ Autotune and other pitch correction devices or software to make their voices satisfactory for pressing and distribution.

 One would think that the shrinking market share in music sales would incentivize a drastic and immediate change. Unfortunately, it appears their commitments will remain the same. I suspect, due to their cushions of vast financial resources, their need to recoup losses, and their ability to control or influence radio and television programmers, they intend to maintain the guiding interests in the future of the music business. 

 In spite of it all, now is the time, for all considering launching their indie label, to make their move to stake their claims. There has not been another time, in the history of the world that favors the little guy as this window at hand. I will even stretch out on a limb to say the greater advantages rest with the Indies.

 With a well thought out plan, a clear mission, an iron will, a commitment to learn, and a focus on creating timeless music you could excel the future success of the long standing Goliath’s of the music business. Resist the temptation to follow the patterns cut by the majors, believing you must do it their way because it is what has been done. Keep overhead low, value high, and endeavor to create classic music to be treasured for all time.

 A key will be to capitalize on the growing popularity of new technologies, soon to innovatively destroy the need and use of the conventional mediums of CD’s, traditional radio, and televised video airplay. Get ahead of the wave and educate yourself to take full advantage of free marketing opportunities through social networks such as Facebook, MySpace, and YouTube. As Jay Abraham, the marketing genius, would instruct, utilize the force multiplier effect by leveraging all of the big three I just mentioned. Find ways to use them together or in support of the others. Look towards internet radio for airplay and plan to reach satellite radio in your long term goals, if at all. Don’t compete with the majors! Charge forward, following your own design, creating your own opportunities, leveraging these tools that will serve you well for years to come.

 Your major investment should be your label’s website. This can and perhaps, should serve as your gateway to the world. You could discover that your target market will exceed your own calculations and expectations. There is a growing demographic change occurring in music lovers and the lines are being erased between cultures, ethnicities, and belief systems.

 So broaden your horizons, defy your own limitations, silence your own negative self-talk, and follow your dream.

 To be or not to be is not the question. The real question is will you or will you not? I dare you to answer it. If you will, then without excuse, get busy. If you will not, then keep doing what you’ve been doing but stop complaining about and criticizing those that are making a contribution to the world’s society.

 For music’s sake,

 Rashiid K. Coleman

President/CEO, Regality Records, LLC

www.regalityrecords.com