Travis Groo is a veteran of the music industry across the Southeast, serving time as a booking agent, manager, and now as the head of Music and Marketing for Autumn + Colour, an Atlanta-based indie label. A+C has quickly grown from a grassroots music label to a multi-platform business, continuing their musician services while also offering manuscript publishing and film making.
The Music Industry According to Travis Groo
Being involved in the music industry in one facet or another over the past 15 years, I have seen and learned a lot. One thing that really stands out is that it hasn't really changed all that much, or at least not in the mindset of the people involved. It's trying to change, it really is. We're in the twilight zone as far as the evolutionary cycle of business goes. What used to work doesn't work anymore, and it's having a really tough time evolving. A large majority of the people running the show are operating on a 50+ year old business model that's not relevant, but they think it is. Unless an artist is super desperate, it's not even worth entertaining this old model. Making "killer profit" on music isn't happening anymore. What is working is giving away free music in exchange for true fans. No artist can do anything without fans, and I'm not talking about friends and family, although they are important supporters.
Artists still think that they will make tons of money on their songs because some of their favorite artists seem to be, and to be fair, very few of them are doing quite well. Unless you're in the top 2% of sales, trust me it's not big money, not enough to pay rent on a decent place. It definitely can't support a family. It's a rat race for the artists that most likely they will never win. It's much worse than the corporate world, because at least there's money to be made there. Even the artists at the top are making less than ever before, because people aren't buying music like they did even five to ten years ago. Labels still think it's a good idea to pay for the recordings, tours, artwork, PR, advertisements (none of which are very cheap), and keep 100% of whatever profits come in, thinking they might have found the next Bon Jovi. As if this was a good investment? I don't think so! All this does is create an unrealistic dependence on labels to do everything for the artists, thus creating really lazy musicians. It's a really poor business model that is hopefully falling apart. What is working is a business model that is artist-friendly and that streamlines the fan base, thus creating bigger crowds and more merchandise sales. Give the artist 100% of their music sales, it's their songs. The profit margin on non-music related items such as t-shirts, hats, beer koozies and sunglasses are much higher anyway. The music is just a marketing tool. The merchandise table needs to be overflowing with new products.
This approach of owning the music and owning the artists needs to go away. I've even pondered if music should even be sold at all, and if so, for what price...and why? Work ethic goes out the window because really they have nothing invested in the making of their album except for time and passion, and unfortunately you can't put a dollar value on that. If all there is to the industry is money, then what's the use for passion? If any of you know me very well, I do like to pick on bands a little too much. Not all bands, just the ones that make everyone mad by their ridiculous requests. I think some of you know what I'm talking about. At the same time, labels, managers, booking agents, venues and publicists have made some pretty outlandish requests as well, one being the whole "Go out there and be the greatest D.I.Y. band you possibly can, so that you make us look better" thing. I'm actually a huge supporter of the D.I.Y. model, but every serious band needs a good team around them to help guide and support their decisions, without getting too deep into their pockets and taking from every point of profit. I tell artists all the time that they can get a much better R.O.I. by going to their own bank and taking out a loan and paying for everything they need than they will by signing to a major label or an indie. They will be broke for a long time doing if the old fashioned way. What is working is artists who work hard, tour hard and pay for their own recordings and keep their profits, which brings a strong level of ownership to their work. Nobody gets in their way when they're on this path. Watch out for a band who put their blood, sweat and tears into their products - they are unstoppable.
With all of this said, I know I'll step on some toes here, but it won't be the first or last time. It doesn't stop here. Because of the entitlement program that the industry has developed, artists feel that they deserve some kind of popularity that they didn't earn, and really can't handle. Just because someone puts out a new album, it doesn't entitle them to press: reviews, interviews, front page features, etc. If there's no real movement then nobody really cares to take the time to talk to you or write about you. All in all, in the end it's the ones with the most money that win. This is a sad reality, but it's true. It's very expensive to be involved in the music industry, and if you don't absolutely love it, then please do something else. Don't have a "gimme gimme attitude either, because that's the quickest way to be shut down immediately. What is working is giving stuff away and being thankful for everyone who has ever helped out in any way, or is currently helping to reach goals. The quickest way to promotion is having gratitude. Try it, it works!
"Weakness of attitude becomes weakness of character." ~ Albert Einstein
