Just back from the first Billboard Music & Advertising Conference that took place in New York City last Thursday and Friday. I thought Billboard did a great job organizing the event and it seems that attendance exceeded their wildest expectations. Why? Because most of us in the industry know that in many ways, Madison Avenue represents the future of music discovery by the masses.

My biggest regret about the conference is that all panels seemed to talk too much about major label music (admittedly, my favorite: Cadbury’s Gorilla ad) and not enough attention was given to the shifting consumer trend towards independent music.

I gave a quick 8-minute speech on and why these brands should spend more on promoting themselves by using independent music. Here are my notes:

The internet has given rise to a new type of artist, what we call the Artistic Middle Class. They are different than every other group of artists that preceded them and here’s how:

•    Today’s independent artists are high quality. Costs of production and ability to get gigs have dropped to nearly nothing — giving the ability to artists to experiment and hone in their craft. There is no discernible difference between a major label produced album and a home produced one.

•    Independent artists are entrepreneurial. They take charge and make things happen, They know how to market themselves and connect with audiences using all available media, especially online (social, twitter, etc.).

•    They are pragmatic. Gone are the days when artists did not want to have anything to do with brands. This new breed of artist knows how to work and collaborate with brands to reach an audience. They realize that consumer brands are the new labels, the new arts patrons. And these artists are willing to get exposure in exchange for realistic fees.

• They are inexpensive – and easy to work with. Unlike major label artists with large entourages of managers and agents and publishers and pubicists, indie artists will cost less but give you a whole lot more.

•    Collectively, the artistic middle class reaches a lot of people. The mass market in music is dead; long live the mass of niches. The average artist on Sonicbids has a base of 1,000 fans that they to talk to daily. That’s 200 million people.

•    Independent artists know how to connect – and how to develop relationships. Today’s music world is all about having a conversation with your audience. There is no longer a barrier between artists and fans. Engagement and dialogue and collaboration with fan base is key (Twitter).

•    Indie music is authentic and uncompromising. Because of falling costs of production, distribution, and marketing, independent artists can make a living while staying true to who they are. There’s integrity in the Sound – and audiences crave authenticity.

•    Independent artists appeal to young consumers’ sense of individualism. It used to be that I got my sense of belonging by listening to music that all my peers listened to. Today, I get my sense of individualism by listening to music that expresses  me.  Why? It’s easier today to find and connect with music. They reject status quo. Independent music appeals to this sentiment.

My point: consumers are moving away from mass produced, mass consumed music. Time for Madison Ave. to follow suit.

Panos

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