FEATURE:
Out with the New, In with the Old
IN THIS PHOTO: Fleetwood Mac in 1975/PHOTO CREDT: Polaris
Are Classic Artists Creating a Streaming Headache for Newer Acts?
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THERE is a lot to tackle and discuss…
PHOTO CREDIT: @sgcreative/Unsplash
when it comes to streaming because, over the past few weeks and months, there has been debate and discussion regarding its ethics and the way artists are paid. I think that there is no easy solution, and we will see debate and consultation continue for a long while. Not only is there an issue with how artists are paid in general. What about artists putting their music on to Spotify or other sites when they have to compete with the popularity of larger artists. Maybe nostalgia is playing a part in why many classic songs are increasing in popularity, but it does seem unfair that, on top of anything, artists who do not get millions of streams have this sort of competition. This BBC article explains a problem at hand:
“Up-and-coming pop stars are facing "massive competition" from classic bands like Queen and the Beatles due to streaming, MPs have been told.
Any artist at the start of their career has "got the last 50 years of the music industry to compete with," Peter Leathem of rights society PPL said.
"Ultimately, you've got some of the most talented people in our society [who] are struggling to make a living."
He was speaking to a parliamentary inquiry into the impact of streaming.
Last year, three of the UK's top 10 best-selling albums were Greatest Hits collections from artists whose career peak came in the 1970s - Queen, Elton John and Fleetwood Mac.
At the same time, only one British debut album - KSI's Dissimulation - sold the 60,000 copies required to be awarded a silver disc.
IN THIS PHOTO: KSI
Leathem said increased competition for fans' attention on streaming platforms like YouTube, Spotify and Apple Music meant that "everyone is fighting" for a share of a "smaller pie"”.
Addressing Shah's situation, Joseph said: "It is true to say that there are some artists who have been particularly badly hit by the pause in the live business because they've got a relatively small fan base, but a very passionate fan base, that they play live to very often.
"Unfortunately, it's not possible and it's not logical that [live income] would be instantly replaced by the money that they make from their recordings."
He went on to suggest that streaming services could adopt a user-centric payment system, where "if you just listen to Nadine Shah this month" your entire subscription fee would go directly to her "rather than being diluted" by more mainstream artists.
Joseph's comments may raise eyebrows in the music industry, as the "big three" record labels were largely thought to be against the concept of user-centric payments.
The executive went on to say that "streaming is not perfect yet" and that he had "tons of ideas of how to improve streaming for the artists".
Among his suggestions were the introduction of sleeve notes, and the ability for users to opt out of data tracking, which is used to suggest songs you might like”.
IN THIS PHOTO: Nadine Shah has written an article stating how streaming platforms pay very little to newer/less mainstream artists like her
It does seem rather strange that many fresh and hungry artists are not making a lot of money from streaming sites because long-gone or decades-old artists – who are not releasing new music – are taking a big share of the revenue. Of course, if people are playing their songs then these artists deserve payment, but one wonders how much they need that additional revenue. In many cases, that artist is no longer with us or they have their affairs handled by an estate. I guess it boils down to whether upcomers are promoted in the same way as legendary artists, and whether there is too much emphasis on the biggest mainstream artists – whereas everyone else has to struggle to be heard and streamed. It is hard to say how one would counteract the issue regarding older acts taking something from new artists. Do we remodel things so that these classic artists get less per stream or there is a limit to how much they can make? Maybe it is not just about money but the way people are using streaming services. I am guilty of falling back on childhood sounds and songs I am familiar with. It is comforting in a hard time. Whilst I would not want this taken away, I do feel like newer artists are losing out.
PHOTO CREDIT: @eddybllrd/Unsplash
Now that most are not playing gigs or earning the same they would have done pre-pandemic, streaming money is more important than ever. I feel sorry for artists who are just coming through that are struggling to make ends meet because their music cannot generate huge money on streaming platforms. Not every big artist is feeling the benefit of streaming payments. Everyone from Mick Fleetwood to Neil Young have sold their publishing rights and earned some easy money. I don’t think it is as simple as saying that older artists are responsible for newer artists missing out or that streaming sites are not doing enough to highlight upcoming musicians. I do feel like an overhaul and reassessment of streaming payments and the current business model needs to occur. Let’s hope that change comes later in the year and the discussions taking place urge governments and those in charge of streaming sites to see that things as they need to be tackled. I don’t think one should feel guilty about listening to larger artists through fear they are depriving smaller acts, but I would urge them to spend some listening time with these musicians and give some time to them. It will take larger change and movement so that we can go from where we are now to a landscape where artists struggling now can make a decent amount from streaming. A small percentage of artists are making a lot of money, whereas many more are not able to pay rent or bills. One cannot completely blame streaming services, but I do feel that labels are getting too much of a cut whereas artists and songwriters get a very small amount of what a song makes through streaming. There is hope for change and restructure, and we all hope that this happens…
PHOTO CREDIT: @napender/Unsplash
BEFORE too long.