The music industry is constantly changing, not just changing but making massive overhauls. Within the next 24 months there will be more changes we predict from our experience. Here are those changes.
The Record Labels will Stop Depending on Radio as the King of Exposure for music
As you read this, the labels still think, for the most part, that radio is the best way to get exposure for music. Radio is still taking advantage of this relationship in the most arrogant way failing to realize there is trouble in the marriage and the labels are being lured by a new bitch called technology. The relationship is established but it will soon end in a nasty divorce. Radio’s tight playlist and predictable programming will soon reach the frustrated listener who is getting more and more tired of hearing the same songs over an over and they will leave commercial radio in droves. Radio will be left with nothing in the divorce settlement.
Radio’s remaining appeal will take a massive hit
Companies like Arbitron which measures ratings with their limited PPM surveys along with antiquated chart services that tally the hits are quite likely to become obsolete without a MAJOR overhaul and youth infused participation instead of stiff, typical corporate old bald white guy execs making the decisions and all the money. Arbitron, which, in our opinion, is a staunch corporation built on a supreme lack of diversity and youth oriented ideas (just like corporate radio) will take a massive hit and not know where to turn. This will greatly affect radio which will not have the resources to provide to advertising agencies who are always open to technology and new ways to move product including online strategies to reach consumers.
Radio announcers will become a dying breed
Voice tracking, celebrities who are out of work because of reality shows and the slow moving comedy circuit will prove to be more entertaining and cheaper to produce shows. Announcers are already frustrated (especially urban/black announcers) because the radio corporations are tying their hands and over controlling them to make sure they don’t become stars and many will finally get tired of being slaves and head to other industries where they can shine. We repeatedly suggest to our radio reader that youth is wasted on the young, so you might as well take advantage before radio makes you old.
Program Directors will become bored and frustrated and seek more enlightening opportunities away from Radio
As the economy shifts and President Obama will win another term, radio programmers will have more outside opportunities to work in other corporations in the media arena. Jobs for corporate media reps will explode as the online and social networking community continues to grow and they will need someone to bolster their online presence for their image and growth. Radio program directors, those who are savvy with social networking, promotion and technology, will be first in line to take these great paying positions. However, programmers who are sitting on the sidelines waiting to see what radio does next, instead of aggressively training for the future, will be left unemployed and broke. Unfortunately, that describes many black programmers in the industry.
The car industry will hurt commercial radio
A majority of radio’s listeners are “drive time” listeners, that is going to and coming from work. Syndicated morning shows are horrific and predictable and nowhere near as entertaining as satellite, talk or online radio. Five minutes of Howard Stern or Jamie Foxx on satellite radio is more entertaining than a month of Tom Joyner. There are still many listeners who are not aware of the technological advances and they are not being lured enough by the concept but that will soon change as these companies create more aggressive ad campaigns and more minorities get into the talk field. In addition as the economy gets better and there is greater consumer confidence, more car deals and sales will take place with systems already installed. Word of mouth will spread about new radio options this way.
Independent labels will explode online
This is self explanatory. The promotion of independent music online is limitless. An entire world at the independent labels access completely or almost completely free of charge and the ability to sell directly to the consumer? The major labels will still be a well oiled and lucrative machine but independent artists will not only be totally promoted online, they will sell product and be booked for concerts based on appeal in various markets. There are already several sites on their way to holding premiere positions as online independent music labels.
Cell phones will become more greatly involved in the music industry
Older artist will resurface and focus their attention to online for exposure and sales
More artists will become business and brand savvy and make the most money from self promotion
The labels will get out of the way and allow the artists to take advantage of marketing themselves and the hip hop community will realize street credibility is more impressive when a rapper can go from the living in the projects to funding and profiting from multiple projects. Jay Z, Dr. Dre, 50 Cent, Ludacris, Kanye West, Snoop, and many other rappers have proven there is a LOT of money to be made from a name and a concept and other rappers will follow the trend.