For a long time I have hated commercial mainstream record industry. That’s correct. I mean Universal, Sony, BMG, Warner, and EMI, these former Big Five record labels. (They became Big Four after Sony and BMG jointed in 2004.) Those global business companies which dominated over 80% of music market, still in 2005.
Except some labels they owned or purchased, I thought they only produce crappy popular music, and sometimes it doesn’t even qualify as music; pure products, that’s what they are. That was when I was still in the university, just made my initial contact to indie music and indie labels, 4AD and Rough Trade and so on, which I immediately fell in love with. I was having my own show on campus radio, Voice of NCCU FM88.7. I played indie bands, such as Belle and Sebastian and Cocteau Twins, and “educated” my audience to open up their mind to get to the other side of so-called mainstream music. I was bold and naive. Who was I to decide what music people should listen to? But so is the market. Why should we listen to the market? Nevertheless, that’s the prerogative of youth, to be somewhat smug and have some ego tripping. And I did enjoy the experience of sharing music to people.
After more years of observations of international music market and commercial system, and also being more aware of freedom (free will) and the natural law of this world, I realized that business system itself does no harm to music, and is also somehow necessary. First, people(consumers) can learn to choose the access to the information they need, especially with the internet nowadays. They can choose to be exposed to commercials from mass media, just like talented musicians and artists can choose to earn the money by selling music and rights, and maybe making a big fortune if they are really that “good”. Some artists will choose the non-profit way to spread their work, and that’s their choices too. The laws and the marketing mechanism should protect this freedom of people. Secondly, being part of pop culture, popular music is supposed to offer more than “pure music”. It is awkwardly excluded from art but meanwhile being part of the art of time. I mean, the basic definition of art should be something can arouse your emotions, invoke your memories, or bring out your resonance. If someone is willing to be pleased by a pop star, why criticize or look down on him/her just because you like different things? At last, I believe everything comes in comparisons. If there is no profit-oriented music, how do we get stimulated to find other art-crafted work? If there is no mainstream, how would indie music originate? And to be honest, indie labels would follow the marketing examples of mainstream labels, also the latter would find artistic inspirations from the former. Get rid of the boundary. Take it as what it is, and find your own favorite.
However, with the current format of music changing from physical records to digital files and live streams, Big Four know they can not hold on to their traditional method to make profit anymore. They adapted to the current and managed to give impetus to legal (commercial) digital downloads, and also the accessional value of music, including ringtone and ringback tone downloads. This move seems working but not efficient enough to save the massive drop of revenue. As working in Universal Music Taiwan, I get the chance to see and practice how international pop music markets locally. What I see is the apparent downgrading. Some big labels keep reducing the staff to an extremely tight condition, and some even let the mandarin division (local department) to do the work. Today, not surprisingly, on CMJ, I read the news about EMI fires two top executives. Herald Tribune covered much detailed news about it. I have to say it is not optimistic at all, to shake the balance of market. Without virtuous competition, this industry would not make progress. Also, lack of options, consumers would become estranged to the field.
So why are you still sitting here? Go to the record stores and purchase some music you like. Do it here is ok too. Ooops. I still dream about working for indie labels.