God
Creator of the Universe
ill o.g.
Dear All:
A previous post regarding Goldy_C, and some free time have prompted me to post another informative message regarding the variables regarded in signing a new artist, and the massive thought and logic industry individuals invest in getting the most for their money when they sign a new act.
If you are an artist, you have to consider your marketability, which I will delineate below, as well as providing some links that fall exactly in line with what I am saying. There are trends to what acts tend to get signed, and what just doesn't fit in today's synergistic world of media.
I also want it to be clear that I am discussing strictly major labels and mainstream acts that normally populate the likes of MTV.
THE NEW ERA OF MARKETING
Before, it didn't really matter unless you had a good song to sell. How times have changed! In the mid-nineties, media companies, along with MTV (as well as several colluded mega-majors like Universal, and Time Warner) made qualitative analyses of the lives of youths usually between the ages of 12-17, or the "teen" generation if you will. They went into kid's houses, asked kids about what they liked, didn't like, trends in clothing and consumption of goods, and came back to the table with two distinct psychological profiles of female and male teens that would be a cookie cutter methodology to which female and male teens could be marketed to by record companies in collusion with major brand giants like Procter and Gamble, shoe companies, etc.
What came out of the research was a change in MTV as well as the signing of acts by record companies. Record companies and MTV sought talent that appealed to either one of the following:
1. A disassociated, angry teen male. (known as a "MOOK")
2. A hypersexualised, pierced, "belly showing," sophisticated, teen female. (known as a "MIDRIFF.")
Know, the recalculation of programming at MTV was changed to fit such predicates, as well as programming for a more brand friendly a promotional program approach. That's why they don't just "show music videos" on MTV. They have 1/2 hr. to 1 hr "shows" that are meant to appeal to either the MOOK or the MIDRIFF. "Jackass" was meant for teh MOOK, and the MIDRIFF had other shows as well. Furthermore, advertisers could do pertinent brand placement and MTV which would make MTV have higher advertising rates than before, because they are appealing to the consumption habits that teens make during their "brand formation" years. That's basically where teens get brand identification that they will hold on to later in life, like using Guess? jeans, Ralph Lauren or even Phat Farm, and having an affinity for it.
How does this all fit in to getting signed?
MARKETING AND GETTING SIGNED TO A MAJOR
Korn, Staind, Eminem, Metallica, 50 Cent, most gangsta rap, Linkin Park, appeal to the MOOK. Most acts signed have to fit into this generic category that promotes anger, depression and violence, because that is what the MOOK has been psychologically profiled as by researchers.
Haven't you ever accused a band or act for getting "soft" if he/they come out with a "love song?" Why would Ja Rule switch from his harder image on Venni Vetti Vinci to the "Thug Love" he croons now?
The midriff!
Female teens are the largest consumers of music in Western Europe, the United States and Australia. That's why N'Sync was so successful. So is Britney Spears and Hillary Duff. That's why Fabolous raps love songs, B2K sings, or Ja Rule sells 6 million love raps, and you hate him, but your girlfriend loves him. They are all appealing to the midriff demographic, and love songs about relationships, etc., are all appealing to the female teen demographic, and if they like the image of the artist, then you're even a bigger star.
An group I think treads finely between the MOOK and MIDRIFF is Nickelback, who tended to make sappier love songs, and now is trying to get "harder" a little bit with their last single. ("I Know Who You Are")
SO GOD, WHAT DOES THIS MEAN FOR ME?
This means that YOU as an artist, if you want a higher probability of getting signed, and I mean this... have to throw away your "artistic" idealism and indeed think if you want to "sell out" and actually make some money by formatting your music to sell to a MOOK or to the MIDRIFF
Usually an exec won't let you do both, it's increasing the probability of failure if they try to market you to both, plus it's cheaper to promote you in one way than both. Remember, you're selling your image, and that image has to be consistent. Either your appealing to angry kids who can identify you, or to females that identify with your love lyrics.
Rarely is there middle ground.
You have signing potential if you appeal to one and only one of these demographics. Also, it gives you the ability to cross-promote, like signing with a clothing company for men, if you're a MOOK artist, or sell make-up, like Mandy Moore. Also, your image can make you able to be a movie action star (something 50 Cent should do, and DMX tried).
The thing is that if you cater to a MOOK or the MIDRIFF, you more options to make money for your record company, management, agents, and self.
GOD WHY SHOULD I CARE ABOUT THIS? I'M MY OWN ARTIST F*** EVERYBODY
Hmm, is that what you really want to do? If I want to sign you, and you're a hardcore rapper appealing to the MOOK, I can immediately put you on tour with other harder rappers like 50 Cent/Jay-Z/Xzibit, or if you're a band, I can get you on that Korn/Limp Bizkit tour, which gives you instant exposure for your band, which equates to more money and more sales.
It's about making music that SPECIFICALLY IDENTIFIES with a target audience, like angry 12-17 yr. old males.
If I represent you, and you appeal to the midriff, I'd have you doing all the cheesy photo shoots, Tiger Beat, your face would be on make-up, backpacks, all the things you hate about "selling out" and going "soft." But guess what, YOU WOULD BE PAID MASSIVELY.
If you do your own thing... great, just don't come looking for a massive deal unless you are so different that it's worth to sign you. That doesn't happen often. That's saying a lot considering most people that do get signed beat dramatic odds over other people.
CONCLUSION
What you should get out of this is that MTV won't play unless your image appeals to the MOOK or MIDRIFF demographic. Your video has to have a certain format, and record companies know that their artists should appeal to such standards because they have a better chance at being promoted and paid by advertisers, etc.
It is the whole "sell out dilemma." But think about it. You're not just an artist, you're an image, you're somebody that a kid should look up to. You're not really yourself, you're somebody else pretending to appeal to a demographic. Dre knows this, look at his artists, they all pretty much cater to the MOOK. Boy bands were great money makers appealing to the MIDRIFFS.
A lot of successful "industry" people know this, in radio, television, and music. THAT'S PREDOMINANTLY HOW MAJORS SIGN THEIR ACTS. Or at least, good A&R.
Here are some links I've given before, but maybe more people will read them:
Read the synopsis on how the system works first:
Synopsis
http://www.pbs.org/wgbh/pages/frontline/shows/cool/etc/synopsis.html
Then read MTV's Todd Cunningham's interview on research and analysis and artist targeting:
http://www.pbs.org/wgbh/pages/frontline/shows/cool/interviews/cunningham.html
Hope this enlightens you somewhat. Don't hesitate to ask questions!
Sincerely,
God
A previous post regarding Goldy_C, and some free time have prompted me to post another informative message regarding the variables regarded in signing a new artist, and the massive thought and logic industry individuals invest in getting the most for their money when they sign a new act.
If you are an artist, you have to consider your marketability, which I will delineate below, as well as providing some links that fall exactly in line with what I am saying. There are trends to what acts tend to get signed, and what just doesn't fit in today's synergistic world of media.
I also want it to be clear that I am discussing strictly major labels and mainstream acts that normally populate the likes of MTV.
THE NEW ERA OF MARKETING
Before, it didn't really matter unless you had a good song to sell. How times have changed! In the mid-nineties, media companies, along with MTV (as well as several colluded mega-majors like Universal, and Time Warner) made qualitative analyses of the lives of youths usually between the ages of 12-17, or the "teen" generation if you will. They went into kid's houses, asked kids about what they liked, didn't like, trends in clothing and consumption of goods, and came back to the table with two distinct psychological profiles of female and male teens that would be a cookie cutter methodology to which female and male teens could be marketed to by record companies in collusion with major brand giants like Procter and Gamble, shoe companies, etc.
What came out of the research was a change in MTV as well as the signing of acts by record companies. Record companies and MTV sought talent that appealed to either one of the following:
1. A disassociated, angry teen male. (known as a "MOOK")
2. A hypersexualised, pierced, "belly showing," sophisticated, teen female. (known as a "MIDRIFF.")
Know, the recalculation of programming at MTV was changed to fit such predicates, as well as programming for a more brand friendly a promotional program approach. That's why they don't just "show music videos" on MTV. They have 1/2 hr. to 1 hr "shows" that are meant to appeal to either the MOOK or the MIDRIFF. "Jackass" was meant for teh MOOK, and the MIDRIFF had other shows as well. Furthermore, advertisers could do pertinent brand placement and MTV which would make MTV have higher advertising rates than before, because they are appealing to the consumption habits that teens make during their "brand formation" years. That's basically where teens get brand identification that they will hold on to later in life, like using Guess? jeans, Ralph Lauren or even Phat Farm, and having an affinity for it.
How does this all fit in to getting signed?
MARKETING AND GETTING SIGNED TO A MAJOR
Korn, Staind, Eminem, Metallica, 50 Cent, most gangsta rap, Linkin Park, appeal to the MOOK. Most acts signed have to fit into this generic category that promotes anger, depression and violence, because that is what the MOOK has been psychologically profiled as by researchers.
Haven't you ever accused a band or act for getting "soft" if he/they come out with a "love song?" Why would Ja Rule switch from his harder image on Venni Vetti Vinci to the "Thug Love" he croons now?
The midriff!
Female teens are the largest consumers of music in Western Europe, the United States and Australia. That's why N'Sync was so successful. So is Britney Spears and Hillary Duff. That's why Fabolous raps love songs, B2K sings, or Ja Rule sells 6 million love raps, and you hate him, but your girlfriend loves him. They are all appealing to the midriff demographic, and love songs about relationships, etc., are all appealing to the female teen demographic, and if they like the image of the artist, then you're even a bigger star.
An group I think treads finely between the MOOK and MIDRIFF is Nickelback, who tended to make sappier love songs, and now is trying to get "harder" a little bit with their last single. ("I Know Who You Are")
SO GOD, WHAT DOES THIS MEAN FOR ME?
This means that YOU as an artist, if you want a higher probability of getting signed, and I mean this... have to throw away your "artistic" idealism and indeed think if you want to "sell out" and actually make some money by formatting your music to sell to a MOOK or to the MIDRIFF
Usually an exec won't let you do both, it's increasing the probability of failure if they try to market you to both, plus it's cheaper to promote you in one way than both. Remember, you're selling your image, and that image has to be consistent. Either your appealing to angry kids who can identify you, or to females that identify with your love lyrics.
Rarely is there middle ground.
You have signing potential if you appeal to one and only one of these demographics. Also, it gives you the ability to cross-promote, like signing with a clothing company for men, if you're a MOOK artist, or sell make-up, like Mandy Moore. Also, your image can make you able to be a movie action star (something 50 Cent should do, and DMX tried).
The thing is that if you cater to a MOOK or the MIDRIFF, you more options to make money for your record company, management, agents, and self.
GOD WHY SHOULD I CARE ABOUT THIS? I'M MY OWN ARTIST F*** EVERYBODY
Hmm, is that what you really want to do? If I want to sign you, and you're a hardcore rapper appealing to the MOOK, I can immediately put you on tour with other harder rappers like 50 Cent/Jay-Z/Xzibit, or if you're a band, I can get you on that Korn/Limp Bizkit tour, which gives you instant exposure for your band, which equates to more money and more sales.
It's about making music that SPECIFICALLY IDENTIFIES with a target audience, like angry 12-17 yr. old males.
If I represent you, and you appeal to the midriff, I'd have you doing all the cheesy photo shoots, Tiger Beat, your face would be on make-up, backpacks, all the things you hate about "selling out" and going "soft." But guess what, YOU WOULD BE PAID MASSIVELY.
If you do your own thing... great, just don't come looking for a massive deal unless you are so different that it's worth to sign you. That doesn't happen often. That's saying a lot considering most people that do get signed beat dramatic odds over other people.
CONCLUSION
What you should get out of this is that MTV won't play unless your image appeals to the MOOK or MIDRIFF demographic. Your video has to have a certain format, and record companies know that their artists should appeal to such standards because they have a better chance at being promoted and paid by advertisers, etc.
It is the whole "sell out dilemma." But think about it. You're not just an artist, you're an image, you're somebody that a kid should look up to. You're not really yourself, you're somebody else pretending to appeal to a demographic. Dre knows this, look at his artists, they all pretty much cater to the MOOK. Boy bands were great money makers appealing to the MIDRIFFS.
A lot of successful "industry" people know this, in radio, television, and music. THAT'S PREDOMINANTLY HOW MAJORS SIGN THEIR ACTS. Or at least, good A&R.
Here are some links I've given before, but maybe more people will read them:
Read the synopsis on how the system works first:
Synopsis
http://www.pbs.org/wgbh/pages/frontline/shows/cool/etc/synopsis.html
Then read MTV's Todd Cunningham's interview on research and analysis and artist targeting:
http://www.pbs.org/wgbh/pages/frontline/shows/cool/interviews/cunningham.html
Hope this enlightens you somewhat. Don't hesitate to ask questions!
Sincerely,
God
