Four Music Business Experts Say the Popular Talent
Show Is Misleading Tens of Thousands of Aspiring
Musicians ... and the Public at Large
"American Idol" is no doubt one of the most popular TV
shows of recent years, drawing millions of viewers
every week. But, according to four music business
experts, the program is doing a disservice to aspiring
musicians and distorting perceptions of how the music
industry really works.
"The show may be fun to watch, but it's the last
place I'd recommend anyone go to learn how to succeed
with a music career," says Bob Baker, author of
"Guerrilla Music Marketing Handbook" and "Unleash the
Artist Within." Baker compared notes with three other
music business pros: Derek Sivers, Peter Spellman and
Danica Mathes. All four agreed the show has created
widespread misconceptions about what it takes to
succeed as a musical artist in the modern world.
They have identified five myths perpetuated by
American Idol and are on a mission to set the record
straight.
Myth #1
Industry talent scouts actively look for singers
and musicians to develop.
"Shows like 'American Idol' lead viewers to believe
that there are hundreds of people like Simon, Paula
and Randy out there searching for talent they can mold
into the next big pop star. That's an Old World view
that simply doesn't reflect reality these days," Baker
says.
Danica Mathes, a St. Louis, MO-based entertainment
attorney, who has worked with artists such as Nelly
and Anthony Cosmo (of the band Boston), admits that
record companies employ A&R people whose job it is to
sign and nurture new artists. "But as major labels
consolidate, cut staffs and get nervous about the
bottom line, they no longer have the time or money to
develop new acts," she says. "Instead, they look for
artists who are already developing themselves,
attracting fans and selling CDs on their own.
"It's easy to forget that in the music business,
like any other business, a record company's investment
and risk on a newly signed act can mean the end of
several careers -- not just the artist's -- if it
doesn't work. So a label is much more likely to invest
in someone who has a proven track record."
Myth #2
Most aspiring musicians lack talent and are
delusional, struggling and starving.
The "American Idol" auditions, in particular,
create this illusion. "That's a huge misconception,"
says Derek Sivers, founder and president of Portland,
OR-based CD Baby, a web site that in 2003 sold $4.6
million worth of CDs (more than 400,000 units) by
unsigned acts.
"I'm blown away by the tremendous amount of quality
music being produced outside the mainstream," he says.
"Many amazing musicians have decided they're happier
selling 10,000 CDs on their own and making a hundred
thousand dollars, than selling a million CDs and being
broke on a major label. That's the reality of today's
music business."
Myth #3
You need the approval of industry insiders to make
it in music.
Another misguided notion is that getting an industry
big shot's approval will make or break your career.
"Sorry, you don't need Simon's or anyone else's
permission to be worthy of a career in music," Baker
says. "If you wait for someone to give you the green
light to create and perform music, you may wait a long
time. Artists should use their inner conviction and
the response they get from fans to fuel their
progress."
"Every major label in the U.K. passed on both the
Beatles and the Rolling Stones in their day," says
Peter Spellman, director of career development at
Berklee College of Music in Boston, and author of
"Indie Power" and "The Self-Promoting Musician."
"That gives you a sense of what label gatekeepers know
about an artist's potential. Who knows what talent
they're passing on today?"
Myth #4
Landing a major recording contract is the ultimate
sign of success.
"While major label deals have a purpose in the
industry for some musicians, I definitely preach the
independent gospel," Mathes says. "I've heard
countless stories of bands that got signed and never
went anywhere, or bands that had record deals and
ended up falling far short of their expectations.
Unfortunately, Kelly Clarkson, Clay Aiken and Ruben
Studdard are the exceptions, not the rule"
According to Mathes, only about one in 30 signed
acts reach significant enough sales levels to warrant
a second CD release, which means nearly 97% of artists
with recording contracts fail.
"Getting signed often means the kiss of death," she
says. "Yet, I talk to aspiring artists every day who
still believe they need a major label deal. The
smartest musicians understand that there are other
options that give them much more control over their
careers, and they aren't afraid to put their all into
making it happen. Artists who realize success does not
happen when you get signed to a major label are the
ones who will make it in this industry."
Myth #5
Without widespread nationwide exposure, you're
doomed to failure.
Most musicians would love to get the high-impact TV
exposure that "American Idol" finalists receive. But
nationwide media coverage is not a requirement for
ultimate success in music.
"When most people think of successful artists, they
mainly think of who they've heard on the radio or seen
on MTV," Baker explains.
"However, there are thousands of lesser-known
artists who actively write, record and perform great
music under the radar. And, contrary to popular
belief, many of them make decent money, have large
armies of devoted fans and are quietly, but steadily,
building careers."
Baker adds, "It's misguided for artists to think
they need the massive exposure and approval of music
industry honchos a la 'American Idol' in order to
succeed. The musicians with the best odds of success
take their careers into their own hands, promote
themselves relentlessly and create their own lucky
breaks."
