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Compromise and Leverage

Compromise plays a role in everyone’s life. Whether it’s with fairly small scale day to day things, or large life altering decisions, compromise has a way of shaping and changing things in a substantial way. With artists, it’s an even bigger deal. And as it becomes increasingly possible as a musician to gain widespread exposure on a grassroots level via today’s burgeoning technology, the option of “selling out” has become less tempting. The reliance the musician once had on the all-powerful record label is falling by the wayside, and with that goes their willingness to compromise their music, and with that comes leverage. The musical artist, increasingly empowered, holds the cards. You need them more than they need you. The Best Cinematic and Motivational Royalty Free Audio

This seems like a strange game marketing agencies seem to like to play. In a previous blog post it was discussed that licensing music has become far more prevalent in advertising than hiring a composer, at least according to one industry source. However, with things moving in the direction they currently are in the “music industry”, I can only imagine it’s going to become increasingly difficult to wrangle a song away from an artist for an ad campaign. As a composer and producer of music, I see this as an opportunity to showcase what original music can do for a production. Music that’s created to support original visuals and highlight their emotional content, not songs created for their own sake, to sell records, or to pack clubs. There is a fundamental difference here which just reinforces my feeling that the true power of music is rarely utilized in association with visual media. That’s why in the rare instances you see it, you know.

3 Comments

  • Tristan on Jul 27, 2012 Reply

    I agree with you. Custom music adds value…no doubt. My point is that technology provides more access and variety. So, producers can connect with indep. artists easier today than long before. I think it’s a great way for more custom music to be created and integrated into video. At the end of the day, it’s not about “wrangling a song away” – it’s about connecting with people right for the project and message.
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  • Tom on Jul 27, 2012 Reply

    I don’t really agree that production value is increased simply because a marketing agency takes a “flavor of the month” style approach to sourcing music for their productions. Frankly, I see it as lazy. Incorporating original music customized to visuals equates to a high production value to me. If artists make some scratch and/or gain exposure from the ads their music is in, great, but it’s still a song written for an album, not a commercial.

  • Tristan on Jul 27, 2012 Reply

    I agree that music is rarely used well with visual media. For those who do use it well, it is a big competitive advantage. You mention “it is increasingly difficult to wrangle a song away from an artist.” I’m not sure this is the goal of either a marketing agency or an indep. artist. I would argue that with technology, etc., it is becoming more efficient to find talented artists across a broad spectrum of music and it is also easier to develop a relationship. Ultimately, this allows indep. artists to be compensated for their talents, while also increasing the production value for the marketing agency, etc.

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