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.
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.