This service is a very useful tool for regional artists, as it obviously enlarges their base and introduces them to listeners who might not have the chance to see them perform. I'm always reminded of the Arctic Monkeys, who are from
I've downloaded a few of the free tracks from iTunes and on the whole they are enjoyable. While they don't always entice me to check out the band's other material, it is still nice to see and hear new music quicker than I might have otherwise. MySpace is a very helpful way for young or unsigned band's to promote themselves, primarily because the site is so "user-friendly." Then there is the input the music magazines have, like NME, which actually has a MySpace page to promote unsigned bands (see www.myspace.com/nmeunsignedband). The descriptions of the bands even compare them to the Arctic Monkeys, but this may only reflect how vital NME was in promoting the Arctic Monkeys, as their popularity grew before the release of their first album (after they grew on the internet of course).
I think what is most beneficial about these services for consumer's is the constant growth of new material online. Although you might not be inclined to listen to these types of bands, the fact that they are so easily accessible means something for them and the market. A band like Arctic Monkeys virtually rewrote the rules for young bands because their success was determined by online sharing. You may not like or have even heard of the Arctic Monkeys, but when 18, 19, and 20 year olds can land successful careers swiftly because of internet word of mouth, you need to sit up and listen (pun intended).
Compare it to the mix tapes rap artists use to share their music, or bootlegs that widen the amount of material available by a mainstream band. But how do free downloads and MySpace pages translate to sales and revenue for the major labels? Well, in the simplest terms they do not. You should guess that for every listener that does not buy something else by the artist, capital is lost in the transaction. That guess could be too much, though, because even with free downloads and MySpace pages, money would have been necessary to record the product, and sales of the artist products are necessary. If a listener does not buy the music later, he or she simply does not give the labels anything. Yes, they take the product away, but marketing and promotion is not only limited to these means. That is obvious though.
While the record labels are involved with MySpace pages as forms of promotion, unsigned bands must do that on their own. The service that gives "young" bands the ability to upload their recorded music signals that our notions of "traditional" record deals are fading like the CD. Eventually, these bands will be picked up by a major label, but their success is not determined by how much marketing and promotion a label gives them. The practices may change, but the webpage is nothing more than a modern-day demo tape.
A service like MySpace is not necessary to succeed in the music business, but it is changing how a group or artist can succeed. Consumers and listeners are more involved with the process and have the opportunity to experience the music more. They don't have to buy the product either, simply surfing a MySpace page or downloading a free track by from iTunes suffices for promotion. Someone will buy the product and for the music business now that is vital as that is who this form of marketing is intended for. It's all an obvious and well-known promotion, but in the music business it is a massive shift away from traditional methods of promotion like radio or even music television (that's virtually dead anyway, though).
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