The relationship between artistes and their record labels has always been a topic of intrigue and contention. From the music scenes of Ghana and Nigeria to the United States, stories of conflicts and collaborations between artistes and their labels are perennial.
These relationships can make or break careers, and they continue to evolve with the industry’s changing landscape.
In June 2024, Sarkodie’s thought-provoking performance at the 2024 Hennessy Cypher, where he shared his perspective on the partnerships between African musicians and Western music labels, brought back up the discussion on the role and necessity of record labels in today’s music industry.
But a new question is being asked: why are record labels still needed in the 21st century?
But to answer that, one has to answer the question: What even is a record label? What does it do?
What are record labels?
Record labels, from indie startups to major corporations, are the pillars of the music industry. They are responsible for the creation, distribution, and marketing of an artiste’s recordings. These entities are the masterminds behind an artiste’s brand and their musical products, coordinating various departments to maximize the potential for sales.
What do they do?
Record labels play a multifaceted role that extends far beyond the traditional scope of music production and distribution.
These labels not only facilitate but also provide various other functions that are necessary in artistes’ careers.
Record labels distribute the works of the artistes by getting music onto popular platforms like TV stations, and radio stations, as well as digital platforms like YouTube, Spotify, and iTunes.
Additionally, management, be it social media management to road management to PR management, labels assist artistes to better connect with their audience by managing their social profiles, as well as booking interviews and talk shows to get them in the limelight.
Record labels are also responsible for organizing and setting up events, concerts, etc are vital for maintaining an artiste’s social presence and forging a deeper connection with fans. organize these events, which are essential for artistes to showcase their talent and promote their music.
However, the production, mixing, and mastering of music are where record labels truly shine. They take on the responsibility of ensuring that the music is polished and meets industry standards.
But most especially, record labels are the financial backbone during the creation, distribution, and marketing phases of an album’s lifecycle.
Given the high costs associated with recording, touring, and advertising, financial support from labels is indispensable at every stage.
Record labels boast extensive networks and connections with key industry players, enabling them to recruit top talent to aid artists in album production.
Musicians signed to them benefit from expertise, guidance, and experience, which fosters creativity and opens up opportunities to enhance their work and careers.
But looking around, one may still ask the question: Are they still needed?
Before the 21st century, being a musician was both socially and financially expensive. Securing the right equipment was one, getting your music on the airwaves was another, and getting on stage was a third hurdle.
Labels were needed for all of that.
However, in the internet age, the narrative has shifted. With basic equipment such as a microphone, a laptop, and an internet connection, musicians can now produce and distribute music independently.
Social media allows artistes to build and manage their fanbases, gaining recognition and money from their talents alone. They can even assemble their own teams, effectively becoming their own labels.
Yet, there are so many features and services record labels provide that may be beyond the reach of independent artistes.
Getting to the depths of that remains a topic for further discussion.
Conclusion
As the music industry has evolved, so have record labels, adapting to the digital revolution. They are now more involved in the creative process; they provide studio guidance and feedback, shifting from a sales-only focus to curating a full 360-degree experience for fans of the artiste.
All in all, record labels have established themselves as essential components of the music industry’s digital landscape, but whether they are needed in today’s climate is a question that will have to be answered another time.
Feature by Isaac Dadzie
ghanaweb.com
