Radiohead shook things up last year with their “pay what it’s worth” method of distribution. It’s also worth mentioning that when this album did eventually show up in the record store – it was STILL the #1 seller.
NIN later announced that they were a “free agent“. If you’ve followed that story anytime in the last oh… 5 years, it’s fairly easy to imagine Interscope being as happy about this announcement as NIN was.
The most recent eye catching version of label-less artists is Jill Sobule’s attempt to make her next disc fan-funded. She’s already closing in on $40,000. From $25 (the “Polished Rock Level”) which earns you an advance copy, all the way up to the $10,000 “Weapons-Grade Plutonium Level” for which you’ll find yourself singing on the CD.
One thing is for certain: the model is evolving. None of these attempts are “the new model” – the new model is all of them, none of them, and some combination. Everyday it becomes increasingly easy for artists to experiment with their own model – reduce the role of the middleman, charge the consumer a price they’re willing to pay, provide a better service, and make more themselves.
What we need to think about is how to become the new middle man, on the distribution and marketing end. It’s still a necessary component (for most) – the role just needs to be reduced. Figure out how to bring the consumers to the artists for a minuscule amount per transaction… then repeat it a couple million times.
One of the most challenging aspects of this time is redefining roles. Perhaps the middle man needs to look at what a middle man’s job has always been, and then redefine it in this century. Is it to make buying and selling more efficient and more effective? If so, what does this mean in the 21st century? I don’t know if it means the role will be less or more, but certainly it will look and feel much different to both the buyer and the seller.
P.S. One way to begin is to get rid of the label “middle-MAN” and join the rest of us in the 21st century.
Another neat thing that is growing is the Remixing market. Prices can range anywhere from “free” to $400 / album. Some give up copyrights, some keep the copyrights.
Very popular in the Dance and HipHop genres, RadioHead and NIN have recently made it into the mainstream news with their recent releases.
What you get is access to individual “stems” (Like just the drums, or just the vocals), and then you use your favorite digital music software to remix and create your own stuff.
http://createdigitalmusic.com/2008/04/01/radiohead-remixing-contest-full-stems-via-itunes-and-garageband/