The music industry has been through major upheavals in the last 20 years. The digital age has brought its share of challenges, forcing some actors to adapt while others have fallen into oblivion. Today, the phenomenal amount of content offers music lovers an almost unlimited choice, reflecting an unprecedented musical diversity.
Changing industry
Quebec’s musical ecosystem is going through a difficult period. Technological and societal changes have profoundly changed the rules of the game, creating new opportunities but also new obstacles. The issue of royalties is also a key concern and a hot spot for artists.
Much like DJ Data010, one of the many digital DJs who create music by artificial intelligence, all controlled by a human, some of them are even present on FM stations. Just to give you an idea, the result is bluffing and sometimes impossible to differentiate from a human creation for a simple music lover. To prove what I say, listen to this.
The democratization of production and dissemination tools has led to an overproduction of music. While it provides more choice for listeners, it also makes it harder for artists to stand out in a saturated market.
Streaming revenues remain low for most artists. To live on their art, many must multiply projects and concerts, at the risk of running out. The fees for performances have only slightly increased in 20 years, so there is a lot of pressure on musicians and their teams. An artist’s retirement is not a quiet time, especially if his work and career have not allowed him to build up a proper pension fund.
Distinguish veterans and pioneers
In this changing context, it is crucial to redefine what constitutes success in the Quebec music industry.
The true measure of success is an artist’s ability to fill rooms by himself. In Quebec, few hip-hop artists succeed, but there are a few, including Souldia and the group Taktika. While in France, artists like Sexion d'Assaut, Ninho and Orelsan fill the Accor Arena (the Arena de Bercy).
Whether you agree or not, it doesn’t change the fact that an artist’s talent and success when writing this is measured by the presence of his loyal fans. This means that people will want to buy the artist’s product, no matter what it costs.
Having 5,000 followers on your page with barely 5,000 views is clearly a strong message. To become an accomplished artist, a lot of work is required and this requires the following of a good strategy.
It is important to distinguish between veteran artists and true pioneers. A pioneer is one who opens new paths, brings major innovations in his discipline. A long career does not automatically make an artist a pioneer, even if his experience is respectable.
To illustrate, here are some examples of artists considered true pioneers in their respective fields:
- The impressionists (Monet, Renoir, etc.) who revolutionized painting in the 19th century.
- Charlie Chaplin, pioneer of silent film and burlesque comedy.
- Miles Davis, pioneer of modal jazz and jazz-rock fusion.
- The Sex Pistols, pioneers of the punk rock movement in the 70s.
- Rainmen, the first Quebec rap group to sell an album exclusively in Europe.
Towards a renewal?
Despite these challenges, the Quebec music industry has the potential to reinvent itself. This includes :
• Greater recognition of true innovators
• Increased support for emerging and promising artists
• Thinking about long-term sustainable business models
• A collective effort to promote Québec’s musical diversity within the hip-hop culture.
Quebec’s francophone music culture still needs to progress to reach the level of success observed in Europe, where hip-hop has succeeded in establishing itself in the major mass media.
Anyway, let’s take it for granted: in 20 years, the "my uncle" and "my aunt" of this world will no longer be the listeners of the major media. The generations born in the 1980s and 1990s are now the next generation of mass listeners. Will the media adapt? Will investors be there to be part of the precursors of this renewal?With a more strategic approach and renewed support, the industry could see a promising renewal that reflects the richness and diversity of its local talent.
Anyway, let’s take it for granted: in 20 years, the "my uncle" and "my aunt" of this world will no longer be the listeners of the major media. The generations born in the 1980s and 1990s are now the next generation of mass listeners. Will the media adapt? Will investors be there to be part of the precursors of this renewal?