As many of you already know Tunecore recently announced a joining of forces with Universal Music Group. The point of this is partnership is that Independent artists that distribute through Tunecore will now be able to purchase ala carte major label services from UMG, such as access to recording studios and the production and promotion resources available through UMG. The announcement hints at many aspects of this partnership but does not entirely spell it out. There seems to be much that would benefit from clarification. There is some language about the services for the Independent Musician to be offered by UMG through Tunecore will be “affordable” but what that exactly means is anyone’s guess at this point. There will also be an opportunity for an Independent Musician working with Tunecore to get officially picked up by the UMG record label “assuming the label is agreeable”.
At this point most of people’s comments on the new partnership are in. While scanning the comments on various articles and blogs I found a healthy mix of comments. There are many who are excited about the partnership as it appears to be a sign that the record industry is finally coming around to meet some of the demand in the musician community. There are equally as many who have responded to the new arrangement between the two companies not only with skepticism but anger that Tunecore, the innovative online music distribution company, has teemed up with the so called “enemy”. It makes sense to me that musicians are excited at the prospect of a shift in the music industry that could lead to some real changes down the line as well as skepical of major labels of the past playing any part in those changes.
For me personally, I am glad to see something new happen in the industry (even if it is UMG up to more dirty tricks, at least they are needing to find a new tactic and one that appears to give more power to the musician) but I am even more excited to see the conversation coming from the artists themselves about what they want the music industry to look like. My comments on the announcement are below. I wouldn’t say that I am without skepticism but I will say that I am intrigued and looking forward to seeing what happens next…
“This certainly seems like a valid step in the right direction. However, I (like several others) have a difficult time not being cynical. Below are a few questions that immediately come to mind that the announcement did not clarify .
1. Will UMG be utilizing the same marketing formats as they have been historically? It is my opinion that this ballgame has changed and the major labels have, up to this point, been behind the curve. Independent Musicians, given the right tools, are able to market themselves these days with very effective self-promotion techniques. Will UMG do better? I will be interested to find out some specifics.
2. What is considered “affordable” for the provided services?
3. If this is an A&R stunt for UMG (which, in the end that is what it is. Can’t blame them for that, like I said before it appears to be a decent shift in the right direction), how committed will they be to their marketing efforts for artists that they feel “don’t make the cut” to be taken under their Universal wing?
I certainly am excited to see a significant shift in the industry because I have dedicated my efforts to affecting some type of shift myself and we all know that we need it. This seems to me to be somewhat akin to the hybrid and the auto industry. Certainly a day late and possibly a dollar (or maybe fifty cents) short. I am looking forward to getting details before I drink the cool-aid. My biggest hope is that this is the beggining of several changes in direction. It would be a shame not to see more inovation to immediately follow. I find it dificult to believe that the promotion model of the major lables will be more effective than the self-promotion techniques that are employed by Independent Musicians.
I have to commend Tunecore for being at the center of this shift. It is my opinion that the company offers a fantastic service and now appear to have begun a trend that is geared toward servicing the industry. Thank you tunecore for your efforts”.
Tom Siegel
www.onlineartistpromo.com