It’s no secret. Following the rise of digital media, major labels scrambled to secure their earnings and find ways to survive in the new era. It was this digital and music revolution that gave way to the age of independent music.
In a new editorial titled “Welcome To The Indie Era: Viable Alternatives To The Major Label System”, Justin “The Company Man” Hunte of HipHopDX examines what independent labels like Strange Music and Rhymesayers Ent. are doing to reach their audience and maintain an incline while major labels are adapting to the indie approach in an effort to replicate the success.
On Strange Music’s blueprint, he writes:
“Strange rocks a fan first mentality like a Chiefs’ snapback. The Kansas City-based label lives on the road, traveling through America’s major cities and little known crevices, captivating audiences through its high octane performances. They regularly host hour-long meet and greets, turning followers into family. The Strange Music blog is run like a multimedia center, complete with its own radio show, extensive video coverage, and seemingly instant updates on its roster. They keep their fan base active by posting and reporting on fan reviews of recent releases. Every pre-ordered album comes autographed by the artist and includes a T-shirt, and a sticker. In 2002, while the RIAA waged war against the internet, Tech N9ne gave away Absolute Power for free. That the label has sold over one million records independently is the exact opposite of surprising. Strange Music has kept its fans partying on a pedestal for over a decade now.”
The editorial also goes on to observe the success that labels like Man Bites Dog are having, along with the shift in the industry. It’s a world that no longer belongs to the giants and the industry is quickly taking notice.
Click here to read the full editorial.
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