COMMENTARY: Dave WangThe past 4 years have been a time of dramatic change for the music
industry. The big labels are still trying to figure out a business model in these days of downloads, where the youth seem to have no ethical qualms ripping and sharing their songs in mp3 format. This has now spread and more people that I speak to are now sharing music. Ironically, listening to music is probably bigger than it has ever been. The public is seeking out new songs to fill their mp3 players and the opportunity for artists to be heard is richer than it has ever been. As my own musical project with Critical Mass is about to be released, I have been struggling with the best way to take our music to the general public and still recover the expensive costs of recording a professional album. Unlike most artists, however, I have a unique pulse on the listening habits of the youth; my nine kids who are constantly hooked to headphones and PC speakers.
Most encouraging to me is that because music is more freely available, the kids are more discerning. They are no longer bound to the playlists of the local radio station, which plays the same songs as the other radio stations. A simple search of the Internet can turn up gems. Thus, some of the commercial but artistically vapid releases are pretty quickly discarded at our house. In other words, if an artist can release quality work, there are people who will be willing to seek it out. As well, the youth that I speak to will buy CDs as long as they feel that they have developed a relationship with the artist. This can be as simple as seeing them in concert or communicating with them through a blog.
It seems like yesterday that CDs dominated. Then, in almost two or three years, mp3s took over and headphones popped up in the ear canals of people everywhere. I am going to make a bold prediction here. The days of mp3s are going to come to an end even quicker. Where are people turning? To YouTube. A simple visit to www.YouTube.com, as an example, will yield unbelievable music selection. Type in any group's name and you will probably find their music, either in live format, music video format or often there will just be a graphic presented along with the song. Record executives should note that my children hardly listen to the radio anymore. They listen to their music initially on YouTube exclusively. The conventional ways of getting your music heard no longer are valid. What makes this even more fascinating is that there is now a convergence of technologies that will make YouTube available on almost any mobile device. YouTube now have special versions of their content that can be sent directly to a mobile device. For example, my Blackberry now allows me to log on to this website, search for a song and stream the song directly to my phone at no cost other than what I pay for my unlimited data plan. This means that I no longer need to even store songs on my phone.
The downside of this is that the quality is usually pretty poor. However, this follows a trend where high resolution CDs died very quickly due to lack of interest, conventional CDs gave way to much lower quality mp3s and now my phone can play music that is well below the quality of even AM radio. However, the convenience of being able to access probably hundreds of thousands of songs on my mobile device is hard to deny.
Now, what does this mean for the new Critical Mass album? Well, we are releasing the album as a digital download only for the present time. This is a huge departure for us. The CD release will probably follow after a few months. It costs a couple of bucks for a CD whereas an mp3, other than the royalties, is essentially free to manufacture and distribute so this decision is entirely financial. We will try to create interesting interactive content such as blogs. We will focus on getting music videos and other content onto sites such as YouTube. Is this giving away the music for free? Definitely there will be lower quality versions of all our music available online. The gamble is to create enough of a feeling of loyalty to our listeners that they will support our efforts regardless of the free content available online. Will this generate enough income to recover our recording costs? Only time will tell. All an artist can do is to try to react to the new market trends. All I know that the opportunities are there for Catholic and Christian artists. I just wish I had a crystal ball to tell me how to move forward. In the words of Dickens, "these are the best of times, these are the worst of times".




