The Rise of the Independent Creative Artist - Prince, Radiohead Lead Way with Bold Marketing Moves
October 3, 2007
When the Free Articulator launched its first articles on the 4th of July 2007 it did so with the Declaration of Creative Independence, and the Code of a Creative Artist, a set of principles which state very clearly how Creative Artists will deal with the business and industry of artistic creative endeavor, and interact with society and civilization.
In September the Free Articulator published my article the Traditional Music Industry Shows Increasing Signs of Collapse. It was pirated within a day of publication and came to the attention of MySpace.
Earlier this year (July, 2007) Prince caught everybody’s attention with the licensing of two million copies of his new album Planet Earth to the UK’s Mail On Sunday. It was touted as a “give away” by the international media, though nothing could be further from the truth; Prince licensed the album to the Mail On Sunday; that’s smart marketing business, demonstrating an understanding and appreciation of what intellectual property rights are all about and how to use them effectively.
This licensing deal with the Mail On Sunday permitted the legal give-away of two million albums and raised the ire of the Music Retailers Association in the UK, who warned musicians everywhere “not to do the same or else…!” Precisely the sort of attitude and response that would encourage musicians everywhere to follow Prince’s example, and by the way, I’d love to interview Prince for our Intellectual Property Series, as I’ve been following what happened to his career since he lost the use of his name to his former-label and I’m thrilled to see his comeback garnering so much attention, as it simultaneously educates and redefines the business model of creative individuals with the industry, society and the public.
Now Radiohead has adopted the idea of the market setting the price for downloaded material and generated millions of dollars worth of free international advertising that purportedly sends a shockwave through the busines, and reflects the insight offered in my article on the inreasing signs of collapse of the music industry. The old model in the recording industry (detailed briefly here) doesn’t work any more, it is a rip-off of artists who have been kept ignorant of the industry’s workings, and disenfranchised of their rights through chicanery and ignorance that is becoming well-known worldwide.
However, as AJC points out in his blog Science of the Invisible, “It ain’t gonna work.” At best, he’s right: Radiohead’s move is free international promotion and that will work, is working, but has little ongoing traction or utility, as one needs to have a large audience, and be a brand that people and the media are aware of.
AJC is also right about what the music industry should do, but, changing a bad philosophical, moral code and business model to something morally sound and ethical requires a radical change in thinking and practise that takes a long, long time. The time to change required extends when you’re talking about an entire industry that is used to having open season exploitation of creative ignorance. Can such a leopard change its blotches?
The industry is a servant of the artist and their public, not the master. That’s the new model, the model of the independent Creative Artists who license their work to others for mutual benefit, sharing the wealth and potential of a work or collection on reaonable and fair terms without giving up ownership or paying for the rip-off of their own property. End the corruption, end the decay. Let’s have an industry we can trust.
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[...] think this article: Radiohead bets on fast release, open pricing is another indicator of the music industry creaking at the seams. However, the line “It’s up to you” is a challenge to the public to embrace the [...]
[...] and we’ve seen this happen with a few, such as George Lucas, and also with JK Rowling, and Prince. But the licensing game is changing as Creative Artists become more knowledgeable about the value [...]