David Menconi, a fellow Texas native (currently residing in North Carolina), has spent the last nearly two decades as an award winning music critic, freelance journalist, and author. Twitter brought us together over our shared love of Ryan Adams following my review of Adams’ Love is Hell record. I’ve recently been giving a lot of thought to the developments within the music industry over the last few years and figured that David might be a good person to provide bit more perspective.
Independents vs. The Industry
Ryan: David, I feel like we’re seeing the death of the indie music “scene”. I’m in Dallas. 10 or 15 years ago, this was a great place to be. Now it’s dead. It seems like, with the exception of a few places – Austin, Denver, Seattle with the likes of Macklemore and Allen Stone – there are not any real indie music hot-spots.
David: It’s not that it isn’t there, it’s just harder than ever for an artist to gain any mainstream traction. It used to be that once a month a major label would send me a CD of a new artist. Now, labels need their artists to do “tonage” to drive sales.
It’s always been a crapshoot. In reality, 9 out of 10 record deals fail – maybe more like 99 out of 100. That doesn’t have to stop anybody, though. The best records coming out right now are from people you’ve never heard of putting them out themselves. In reality, the old model that we look back on really only lasted a decade or two.
Ryan: So, who is trying to keep it alive? The old-school artists or the record labels.
David: Well, the industry really gravitates toward what it understands and they can keep moving it.
Ryan: It’s funny (and at the same time, sad), I look at an artist like Natalie Maines who has just released a fantastic record, Mother. She’s able to release it on a major label because of who she is and her connections, but she’s going to have a heck of a time finding an audience because she’s so alienated from her core audience.
David: For her, the message is going to be loud and clear, “know your place.” She doesn’t fit the mold, and as good as the record is, she’s not going to connect.
When “Reality” is Not Reality
Ryan: Let’s talk about the artists that are coming up now. We’re seeing the influx of the so-called “Gen-Y” or “Millenials” – and I’ll be honest, I’m part of that group. They are a group known for their entitlement mentality. They’ve been raised on competition from soccer and baseball at age 4 to a slew of reality music competitions.
It feels like there’s been a death of work ethic. You’re seeing fewer and fewer artists like Lance Whalen loading up the car and grinding it out night after night in bars and clubs.
David: Hey, the false machine has always been there. There have always been “manufactured” bands. It’s just so much more efficient now. The ride up and the ride back down are so much faster.
Fewer and fewer newspapers have guys like me doing this – finding those raw artists and bringing them to the people. The mainstream media supports the machine.
Ryan: Well, they need to tap into the cultural awareness that already exists out there.
David: We’ll always have to pay attention when the Rolling Stones and U2s of the world roll through town.
Ryan: But then I look at American Idol that’s been on for what 12 years now? And they’ve struck out 9 out of those 12 times. I mean, who have they given us? Kelly Clarkson, Carrie Underwood, a few finalists like Daughtrey and Jennifer Hudson.
David: Don’t fool yourself. That’s a TV show, not a talent-finding competition. Look at what gets the most attention: the trainwrecks that they show during the audition process – the William Hungs.
The thing about shows like American Idol is that they just strip-mine culture. It’s one of the few things that the industry can hang on to and it gets more attention than it deserves…
The Impact of Technology
Ryan:So, with the proliferation of technology, does it seem like musicians no longer feel the need to grind it out night after night? Why play in front of crowd of 100 when you can put something on YouTube that gets seen by 10s of thousands? And is this why we’re so overloaded with crappy product – because any jackwagon with a Mac can “produce” an album?
David: I don’t feel like the people have changed. There are just more efficient ways now to make stuff up, steal shit, get in trouble. Plenty of people are still doing it the old way, they may just be changing up the venues a bit. A band may play a club one night and in someone’s living room the next. The “system” is becoming more and more decentralized.
Of course, the flip-side is also worth considering – that is, the audience is changing. There are now infinite options for how to spend your disposable income and even at that would you rather spend money to go see a band or just watch something on the computer in your dorm.
An artist has to make it so compelling that you can’t stay away. I think that Amanda Palmer has been a great example of this. She’s doing things that make her shows more than a performance – they’re performance art, they’re an experience. As a band, you can’t just show up and play and expect people to show up.
Ryan: The thing about Amanda Palmer and so many like her is their ability to utilize technology to build a fan-base. These “long tail” artists are out there cultivating a community through direct connections brought about by social media. It’s things like this, that allow them to forgo their need for a record label. The thing is – while they may be posting regularly – I don’t see artists like Bon Jovi utilizing these tools in the same way.
David: The difference with someone like Bon Jovi is that social media is a luxury, whereas for these other artists, it’s a means of survival. With millions of fans, you can’t connect with even a portion of them and even if you did, you would probably be totally unrelatable. Part of that is generational and part of it is the size of the audience.
The Future
Ryan: Let’s project out into the future for a minute. You’ve got a guy like Macklemore who represents this entire shift. A guy who was respected within his niche-within-a-niche, but mostly unknown, rising to the extreme height of fame. What’s next for him and for others who are on that same wave?
David: Look, the media landscape is voracious and the there’s a steady stream of new content. The question will be, “how long will he (or anyone else, for that matter) manage to linger?” Look at a guy like Johnny Depp, 20 years ago he was seen as a teen idol. He was nothing more than just one of those guys. Now he’s regarded as one of the finest actors of his generation.
Ryan: So, maybe things haven’t really changed that much we’re just able to see more of what’s happening on the way up beyond just our little local scene. The globalization that technology has created has allowed us to discover artists that we never would have heard of otherwise and we’re realizing that the “overnight success” stories really aren’t overnight. They never were, but we were more at the mercy of the record industry to point them out. Now we can discover them for ourselves.
David: It’s like, there’s a guy from here in North Carolina named Tokyo Rosenthal. He’s basically unknown here, but he’s had some big hits in Europe and received special honors at a ceremony in the town of Killaloe, Ireland.
People still need “filters” to help them find new music, the old model is just no longer trusted.
Ryan: And what I also hear you saying is that there’s really no difference between artist then and now, people are just using (and always have) the tools that are at their disposal. At the end of the day, in order to succeed, it seems like you just have to be “all in” on your own success.
David: For sure. No one will care about you or your career as much as you do – and that’s true in any industry. And I think that artists are finally abandoning the myth that the label will just make it happen.
Ryan Adams: Losering, A Story of Whiskey Town
Ryan: You’ve got a book out which you’ve described as “The official, unauthorized biography of Ryan Adams.”
David: Yes, it came out last fall and I’m very excited about it. In fact, just this week it was recognized by the Hoffer Awards for independent publishing. The best source for more info on the book is the Loserblog.
Ryan: Where else can we find you?
David: Links to most all of my doings are on my website. I also do a music blog for the newspaper. Finally, the dark dirty underside of the music biz has long fascinated me, and provided ample material for a novel I wrote a long, long time ago called Off the Record.
Much thanks to David for taking the time to chat with me. He definitely removed some of my cynicism that I had toward the artists and put things into a better perspective. If you get a chance, take some time to look him up and see what he’s doing. As he mentioned, there are fewer and fewer media outlets employing guys like him these days.