Predictions for Unsigned Artists in the Music Industry in 2012

2012 has a lot of (Mayan-related) projections attached to it, so I’m going to join in the fun and attempt to guess what the music business will be like this year.

Instagram, Twitter, and YouTube will continue to be the main social networking hubs for artists, which I don’t believe will improve much. Since there isn’t yet a perfect answer for linking social networking sites, scheduling material and adding songs, I expect there to be an improvement in resources that enable you to do it more easily. Chime. in is a new network that seems to be on the rise in 2012, so I highly advise you to visit their site and demand your URL as soon as possible.

When bands battle for online exposure, video can play an even bigger role than before. Bands can upload as much original material as possible to their YouTube / Vimeo / Muzu pages in 2012, whether it’s live concerts, interviews, or vlogs. Many bands are finding that live-streaming their shows are getting simpler and more accessible, so I expect to see a spike in online gigs, which have never really taken off. Media sales are growing on iTunes as well, but unless you can produce high-definition videos on a shoestring budget, you’re unlikely to recoup your investment.

This year, mobile could play a bigger role. The ringtone industry has been relatively weak so far, with only big artists reaping the benefits. However, I believe that the number of people uploading audio and video material to their phones would rise. It’s also becoming simpler to build applications as more startups emerge that eliminate the need for coding knowledge. They can be pricey at the moment, but I hope to see a lot of fresh, more accessible options in the coming months.

The amount of cloud-based providers is expected to rise in 2012. Many artists and tiny record companies will profit from making music easy to store and transfer through various sites digitally without the need for download and upload. There’s a clear business vacuum here, and I’m confident that somebody, maybe an already existing service like SoundCloud, can step in and fill it.

One estimate is that more consumers will use streaming platforms in the coming year, and although Spotify has received some criticism, I personally know about one small label that relies on them for the majority of their monthly sales. In the coming months, it would be fascinating to see how Spotify handles the problem of revenue share. To promote the exploration of new songs, it will be fantastic to see a subscription service connect further with the existing social networking platforms.

In the coming months, both the quality and quantity of live shows are expected to rise. Musicians who produce their own songs have often had to perform for free and depend on CD and merchandise sales at gigs to supplement their income. The internet has made a few bands lazy by providing an additional source of income without needing to leave the home. However, royalties have always been and will continue to be one of the most important sources of revenue for artists, and I hope to see a lot more bands on the road in 2012.

We might see the downfall of a couple more business behemoths: there’s talk of a merger between two of the remaining three big labels, and several sub-labels are being absorbed as labels attempt to slash costs. HMV is expected to have a difficult year as well and will profit immensely by allowing local artists to sell or return their CDs in the shop – which I do not expect to happen, but I would love to be shocked!

Finally, in 2012, there must be a new music show. Sod X-Factor, I’m talking about a proper music show like TheTube, Jools Holland, Ready Steady Go, and The Old Grey Whistle Test – the music business urgently requires a modern TV channel that caters to all music, not just the conveyor belt content of major labels / Syco that is relentlessly pushed in our faces.