[i:Vibes] The Future of Electronica / MP3 / Internet Radio...

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The Future of Electronica / MP3 / Internet Radio...

17:17 - July 9, 2002

by Tim

With the ongoing debate about MP3 spreading through means like Audiogalaxy (which closed recently), Kazaa, … I came across an interesting article which showcased both sides of the coin, the person downloading the mp3, and the artist who made the song.

This whole article was written by someone who lives in Canada, so when reading this, you have to place yourself in his shoes.

Prior to the average person having heard about Napster, I (and thousands of others) used it as a tool to hear music we would never have been exposed to otherwise. Sure, there were raves going on - but I wasn't going to them - and it is not as if the radio stations here ever play electronica (maybe 1 or 2 in the wee hours of the morning, but that's about it)

Many seem to blame the recent drop in record sales globally on the proliferation of MP3 and people who "burn" their music instead of purchasing it. If this were indeed the case then you would expect there to be a direct relation between the # of individuals using music file sharing/peer-to-peer services and the decline in record sales. I don't have the figures handy (do any of you?) but I've seen them before and there is a discrepancy. The record companies are scrambling because they see no easy solution to this problem - no amount of marketing can aid in controlling the copying that takes place. What is to blame? Recording artists who are signed to multi-year/multi-album contracts who are come out with a couple of good songs and then have a bunch of other songs that are basically "filler". Consumers then are less likely to want to spend the $15-$20 to purchase it knowing that the majority of the songs are not worth their time - so, what do they do? They download them. While the dispute over "blank" audio cassettes and recording from radio in the 80s caused debate it was no where near the attention MP3 (aka the 'recorded' cassette) & the internet (the method of distribution) have received.

The media have been successful in demonizing "MP3" even though it, by itself, is nothing but a standard. This has led to many believing that anything that has to do with MP3 must be evil since it is "ripping off" the industry.

This may be true for mainstream music, but what about the majority of electronica? How many people can actually name the original producers / track names / remixers of popular tracks? Not many. Those that can are either avid electronica buffs to begin with OR live in a country where this kind of music receives significant airplay that has the person on the radio talking about the producer/track name - otherwise, how would they know? Consumers in North America are not willing to risk spending 50% to 100% more on an imported electronica compilation if they are not familiar with a) the quality of past releases in the series or b) the tracks featured on the CD

This non-familiarity with the producers of the music means that those producers themselves have trouble gaining a reputation for themselves on their own, they must rely on popular DJs to play their tracks and hope for the popularity to propagate. In the same way, having your track featured on a popular "compilation series" (say Global Underground, Tunnel Trance Force, etc.) will also gain you recognition - but on a global scale electronica has very poor proliferation.

In many parts of the world there isn't much electronica on radio, it's restricted to certain parties/clubs and it is up to the individual to seek out this music on their own. The strangle-hold/influence that the USA has on musical tastes worldwide is apparent - both from foreign countries buying into American TV programming and integrating some of their cultural practices (and musical tastes) into their own. This makes it even more difficult to promote electronica. How many 'popular' electronica tracks get produced by people who live outside Europe? Sure, there are a few notables in Canada/USA but if you put the numbers side by side you can clearly see the disparity.

As these European producers begin to age their tastes may begin to shift, many European countries have been exposed to Electronica as a whole for many, many years. North America is way behind music in terms of Electronica - but - will this ever change? How can it. It is becoming increasingly difficult for people in certain states in the USA (and some parts of Canada) to organize big electronica parties because of all the legal requirements AND the increasing rates that many popular European DJs charge to spin their sets. Their market price is mainly driven by European demand - I mean, why should they fly overseas when they can easily stay within Europe - less jet-lag, right?

So, if the demand for Electronica in Europe declines then it would make sense that some of the producers of this music would lose interest and move on to other endeavours in order to make a living - resulting in less and less new, quality content - and a declining interest globally as a consequence.

Point being, were it not for MP3 many producers would not have such a loyal fan following and many DJs would not be in enough demand to be flown outside of Europe to spin a set. Live DJ sets are a great way to get to know a DJ's style, and having a few singles from those sets spread around only helps to expose it to other DJs who go out and buy the vinyl to spin it themselves. Internet Radio has helped in spreading Electronica - but even that too is at risk now.

Your opinions?