Are People Really Done Paying For Music?

At a time when it’s more crucial than ever for artists to focus on career sustainability, it’s difficult for me to wrap my head around the concept of DigSin- a new label, officially launched at Midem, whose focus will be single releases only.
For months there was buzz about DigSin and what their exact business model would be and when announced, it did get me to wondering.
How could artists possibly benefit, in the long term, from this model? Why would an artist want to sign on with DigSin?

I’m not implying that the artists are getting unfair deals, by any means, it just seems to be a rise and fall method. Jay Frank, DigSin’s founder, has stated that each artists will initially release 2 singles with the option to release 4 more. If everyone is happy with this at the end of the 6 track run, they can begin the process again.

All of DigSin’s tracks will be available for free to its email subscribers. The tracks may then be purchased from the usual MP3 selling haunts. Frank has 360 contracts on the publishing rights to each track but the artists get all monies earned from touring and merchandising. The site itself will earn revenue from advertising.
While it may be a great opportunity for initial exposure, for me it always comes back to the notion of career longevity. If the  label’s business model is based on single releases only, how can it do anything but help artists get a bit of attention and then leave them for the next artist du jour?

During an era of constant evolution in the recording industry, one which sees established artists finding it difficult to maintain a living as professional musicians, is the single based model really wise? Can the label itself expect any sort of longevity in such an environment? Additionally, in a time when consumers have more new music thrown at them than ever before, isn’t this just another way for a barrage of artists to get lost in digital tsunami?

Clearly Jay Frank knows what he’s doing. He’s had much success in his endeavours and knows the industry as well as anyone can nowadays.  While few understand the impact that digital technology has had on shaping music habits better than Frank (his book FutureHit.DNA is about that very thing) DigSin seems to be operating under an ethos that people want any music at all if it’s free. I very respectfully have to disagree. While I (and many I know) may be more willing to give a song or new artist a chance if the track is free, I’m not likely to download absolutely any song by absolutely anyone simply  because it’s free. There is definitely  value in artists giving fans free songs every now and again, but I don’t think the industry as a whole has reached a point at which recorded music has lost its value.

Perhaps Frank is a step or two ahead of the curve. Maybe the industry is at a stage at which the masses are simply done paying for music and artists will be left to earn revenue from ad supported sites (such as DigSin).
Given that 2011 saw an increase in album sales (both physical and digital copies) I’m inclined to believe that we aren’t quite there yet.
Very shortly after the formal announcement about the label was made at Midem, I was on a bit of a tirade about it on Twitter. Someone from the label tweeted me to say that they assured me the artists would not be left hanging. I replied that that was good to hear and I wished them well.

I sincerely do wish them well. The current state of the industry allows for much innovation and room for a myriad of different approaches that will allow artists to thrive in the abyss of the internet.
Hopefully this model will allow just that and, regardless of anything else, it’ll certainly be interesting to watch it develop.