Social Media: Its Impact on Major Labels Closing a Deal with Artists Rafael reyes

Due to constant technological advancements in social networking platforms, there has been a trend of independent labels making their way to the front of the mainstream stage. Major record labels such as SONY Music Group, Warner Bros. and Universal Music have been major players in the music industry as expert companies that house the most well-known musical talents.

People Think: that an artist will have a higher chance of gaining mainstream success when signing deals under major record labels because they take the weight off the shoulders of the artist and carry the responsibility of promotion, sales, distribution, publicity, marketing and other obligations.

THE TREND: Due to the resources that are delivered by the technological advancements and growing population on social media, independent labels are beginning to break through, acquiring commercial success and profit through independent artist management and promotion done within social media networking apps. Social media networking has effected the music industry in a way that is beneficial for emerging artist but has made it difficult for the major, for-profit record labels to sign artists.

Chance the Rapper

After releasing Acid Rap in 2013, the mixtape got over a 1,000,000 downloads and started an immediate bidding war between all major record labels.

Launched Twitter campaign to promote his music and other independent artist singles to major radio stations using hashtags. Just 17 minutes after launching the campaign, the site crashed briefly, while within the first two hours Chance's songs were played on KMEL 106 in San Francisco, K 97.5 in North Carolina, Power 98.3 in Phoenix and U 92.5 in Salt Lake City, among others, according to several tweets from stations.

A Boogie Wit Da Hoodie & Don Q

Little to no experience in the music industry, but are truly talented enough to get free promotion on social media platforms such as Snapchat and Instagram. A Boogie's music hit the airwaves through social media by established artist like Fabolous and Meek Mill being fans of his, posting videos of themselves listening to A Boogie's music. In New York City, his music has been remixed by some of the top names in the New York City rap industry like Remy Ma, Fabolous and Jadakiss, all which were digitally released through these artists social media accounts, helping A Boogie and his label garnish the fans of already famous artists. Has now closed a partnership/association deal with Atlantic Records.

Lil Yatchy Signs With Quality Control Music

Coach K has backed the success of commercially known and respected rappers such as Young Jeezy, Gucci Mane, Quavo and the Migos and internet sensation with hit song, 1 Night, Lil Yatchy. Quality Control music stands by their movement to remain independent and being the resource for unsigned artists to gain promotion. Quality Control may be considered the #1 independent label in the nation due to the mainstream success of more than half their artist without any big distribution or advertising backing. The success of Coach K has landed him an publishing deal with 300 Entertainment -- label started from former Warner Bros. Exec. Lyor Cohen. All business is handled in their headquarters in Atlanta, where they house their own producers, engineers, PR team and all other roles you'll find within major label companies.

Further Research/Recommendations

I recommend that labels should focus on establishing special types of deals, i.e. partnership deals, with these up and coming independent artists and labels. It will be interesting to see what new assets major labels are attempting to launch as a way to make artists need their support again. I also believe it will be stimulating to attempt to acquire enough research to influence artist under these major label deals to garnish the maximum profit they can while under these deals through independent promotions and positioning.

Made with Adobe Slate

Make your words and images move.

Get Slate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.