The times they are a-changin'

HIGH NOTES

As we watch the music industry grapple with issues of piracy, illegal music downloads and declining music sales, there's enough evidence to suggest that the music world still brims with inspiring artistic talent.

In fact, in this digital age it is easier for an artiste to get heard around the world today than it was around five years ago (think myspace.com). But is it enough to be only heard?

It really comes down to the kind of deal that an artiste signs with a music label. Or does it? Going by the current trend in music business, in both India and the rest of the world, artistes are finding newer ways to make profits while also safeguarding their artistic interests.

The lifelong feud between artistes and music companies is a legend that involves tales of underpaid royalties, breach of contract, pressure to record, to promote, to sell... The list really goes on and gets more complex as it does.

But as we find the global music industry change structurally to meet demanding trends today, we also find musicians and artistes growing more aware of their need to be more independent and in control of their own careers.

In America, Jeff Kwatinetz' talent management company, The Firm, has created a reputation for itself by getting its clients (including Linkin Park, Korn and rapper Ice Cube) such deals with major labels that allow the artiste to be involved with the label only as much as they want to be.

For example, in the case of Ice Cube's recently released album, the rapper personally paid for the recording and production.

He also hired an agency to promote and market it. Since he was the one who invested in the album, he decided to hold the music rights before striking a deal with Virgin Records to finally distribute the album.

Laugh Now, Cry Later sold over 5,00,000 copies and also saw aggressive sales on the digital, merchandise and synch right fronts. Profits went straight to Ice Cube save for a minimal amount that went to Virgin as distribution fees of the CDs.

In India too, it is becoming increasingly common for artistes or independent artiste management companies to bankroll projects.

With most labels in the country seemingly strapped for budgets and Artiste and Repertoire (A&R) departments almost written off "" except for film soundtracks "" the future seems to be headed in the Ice Cube and The Firm direction.

Music labels these days prefer procuring the finished product after which they judge whether an album is commercially viable or not. There's not much investment except for recoupable advance, marketing and distribution money.

Before signing a distribution deal with Sony BMG Entertainment in India, Phat Phish Records, an independent production company, invested in what went on to be Rabbi's hugely successful album two years ago.

More recently Kailash Kher's album Kailasa followed the same path and with much success too. Times Music went the same way with artistes like Bombay Rockers, Juggy D, Mentor Kollektiv and Veronica.

In fact, artiste management companies like Only Much Louder that manages rock bands like Pentagram, Zero and Pin Drop Violence, and Cinnamon which looks after the interests of artistes like Trickbaby, Jay Sean and the Rishi Rich Project in India, are aggressively pursuing talent and presenting it to labels.

The best thing about artistes distributing through a label and not signing a recording contract is that they don't have to worry about pressure related to another album. Artistes also retain all copyrights and digital rights and there are no restrictions on the number of shows and performances.

Is it a good thing that music labels in India are not playing a more active role in sourcing and developing talent themselves? Probably not. But as long as the music meant to be heard is heard, and the artiste isn't cheated and makes profits, there's really not much reason to complain.