Published on February 7th, 2013 | by Alan Cross1
Have We Reached a New Tipping Point with Indie Music?
Maybe. A quick look at recent album and download charts will show Mackelmore and Ryan Lewis at or near the top. This is the first time an indie artist has done this well since Lisa Loeb back in the early 90s.
Could this mean that indie music has come of age in the new digital world?
For the first time in two decades, an indie artist is topping the Billboard charts. For the last three weeks, Macklemore and Ryan Lewis’s “Thrift Shop” has remained at the #1 position on the Billboard Hot 100, beating the likes of Taylor Swift and Bruno Mars.
For hundreds of years, publishers across every industry — book publishers, record labels, film studios, videogame publishers — solved problems for artists in four major ways:
- Funding. The cost of creating a new work, paying the artist’s expenses during the creation process, often with an advance.
- Production. Design, manufacturing, and printing of the finished product.
- Marketing. Going on tour, making a video, promotion in various media outlets.
- Distribution. Getting the product into people’s hands.
And how does this play out now?