An interesting piece of news to report on in my little “indie” world. Sonicbids, one of the leading companies in the new music industry, announced recently that they were going to phase out using the word “indie”. How did this come about? Well, that’s an interesting story, because it’s kind of my fault :)
It started a few weeks ago with the debate surrounding the Grammy Nominations, and what the word “indie” really meant. Since I had made a movie documenting that very thing, I got involved in the debate with a guest blog post on Hypebot.com. Shortly after, Panos Panay, the founder of Sonicbids, wrote his own blog post about the Grammy Nominations, praising them for finally getting “indie”.
About a week later, Panos wrote another blog post with his 2011 Music Industry Predictions, and one of his predictions is that the word “indie” will become obsolete. Being the “What is INDIE?” guy, I felt I had to respond, so in the comments section of Panos’ blog, I wrote:
“I think the last people to let go of the word will be companies selling products and services to “indie” artists. So my question for you, good sir, is this: Will you lead the way and remove all mentions of the word “indie” from the Sonicbids site and marketing materials?”
Now, before I get to Panos’ response, I will say that I don’t necessarily disagree with him. Any word that has as many meanings and interpretations as the word “indie” is either at best a very nuanced word, or at worst, meaningless. So to move on and stop using the word altogether is definitely an option. However, is it realistic? The industry is flooded with products/services/websites marketing to “indie” artists everyday, so the word must mean something? Just looking at my book shelf, I have:
- The Indie Bible
- The Indie Venue Bible
- Indie Power
- Indie Marketing Power
- The Indie Band Survival Guide
- The New Indie (podcast series)
- The Indie Band Bible
And there are many more, not to mention the websites and services that use the word in their marketing to artists.
And Sonicbids is one of those websites, with their “indie” pick of the week, their “Sonicbids LOVES Indie” marketing materials, etc. Which is why I called Panos on his prediction of the word becoming obsolete. Would he lead the way and stop using the word? It looks that way, as Panos responded to me a few days later:
“David, you are right taking me to task about removing references to indie music on the site. OK, you got it. We will gradually remove references to indie music on the site within the next 120 days.”
So there you have it, straight from the man himself. Sonicbids will phase out using the word indie. I’m actually not surprised by this, because if anyone is willing to put their money where their mouth is, it’s Panos. However, you can be sure I’ll keep a watchful eye on their website in the next few months :)
But what I’m most curious about is whether other websites/services will follow Sonicbids’ lead. Personally, I don’t think so, but what do you think? Is Panos right? Will the word become obsolete? Or will people continue to use the term? Should be interesting to see how things develop.
Cheers,
Dave “What is INDIE?” Cool
Hi Dave,
So you did a little shit disturbing :) … I see your point about “indie” having different meanings. I`m not sure that a site/service like Soncibids will be a leading example for others to follow suit. That word is everywhere. Aside from those making money from this niche, you also have the followers of indie music. Did Panos give you a hint on what they might replace “indie” with? Maybe they`ll invent a new word? Or will they just make the word obsolete and not refer to the music, their clients as part of the “indie” genre. Do you think that would make their clients more marketable? Lulu
As long as there’s gold in them-there indie hills, there will be people mining it; the counter-culture illusion that has been created by the term still has a lot of caché in the uber-cool blogs/underground rag world for all kinds of art. However, as time marches on, the lines between corporately-sponsored art and independent art will become increasingly blurred, and the term will (hopefully) be washed in way in the tides.
Hey Lulu,
Thanks for your comments! And yes, I am very curious to see what Sonicbids uses instead of “indie”. I’m guessing that they might just use something generic like “musicians” or “artists”, but it would be fun if they tried something new/different :)
-DC
Welcome Mr. Andy Frank, and thank you for your comments. I think you’re 100% spot on. The lines are becoming increasingly blurry, and will continue that way in the years to come. I saw it often while running a sponsorship program for a local beer company. Artists/bands were much more open to working with a business than I thought they would be, but they all told me the same thing: They needed to find revenue streams other than music sales and live gigs, and there is good money in corporate sponsorships. And as long as they don’t inherently disagree with what the corporation does/manufactures, then they’re open to a partnership; provided the price is right of course ;-)
-DC
that`s what i thought too. it would be good marketing if they created a new word especially if it relates to their biz.
Dave and crew, what do you think should replace the word “indie?” Or should it even be replaced? After all, if you just stick another word in to mean the same thing, don’t the same problems remain? I’m hoping for a whole new outlook on what it means to be someone who creates music.
Hey Benjy,
Thanks for your comments! I honestly don’t think the word will be/can be replaced. My guess is that something generic like “artists” or “musicians” will be used instead, with maybe “emerging” attached to it. But if someone does find a word that can capture the essence of “indie”, I’m all ears!
-DC
THE TRUTH ABOUT SONICBIDS:
From learning that festival rosters are frequently completed prior to submissions being closed, to reading of several cases in which artists’ submission statuses have been changed to “not selected” for given opportunities despite no evidence of changes in their views or audio streams…
In 2009, Sonicbids shared $3 million earned from submission fees with music promoters. As per Sonicbids’ “Promoter Terms of Service,” in order to list a gig opportunity, one is required to pay a one time set-up fee of $50, agree to “accept/review” electronic press kit submissions (EPKs), “promote” his/her gig listing, and provide Sonicbids with a copy of their venue contract/licensing agreement to ensure the legitimacy of their event. Further, promoters who host CD comp opportunities are required to provide a copy of the comp once it is released, licensors must notify Sonicbids of songs placements, and those hosting prize pack giveaways are to confirm their goods were distributed to their winners.
Promoters are able to easily recoup the aforementioned one-time charge by having NO restrictions placed on them in terms of what they wish to charge interested artists. While there is an increasing move toward providing more “Musicians’ Friend No-Cost Listings,” in my experience, eligibility for these free submissions is often restricted to US residents, and the average going rate for submissions to major events (the ones that artists more than likely created their accounts in order to have access to) is between $10 and $50.
In terms of payment, Sonicbids processes all submission fees (and covers additional expenses created by the use of their technology), and takes a varying percentage of each fee, before paying out its promoters. Promoters can also earn additional funds via “The Sonicbids Affiliate Program” by driving traffic to the site, thereby potentially increasing artist signups.
Okay, okay, so all of this sounds well and good, and fairly correct policy-wise? Wrong! Here’s where all of you need to pay attention. [B]There is NO requirement on the part of promoters to provide Sonicbids with proof of a formal business license, references regarding their business history, or membership in an accredited business association like the Better Business Bureau. Moreover, you do not even have to have any past experience successfully working in the music industry – literally anyone can sign up. So long as you pay your fee and “appear” to abide by the terms of service (easily accomplished if you select a single Sonicbids artist per gig and provide them with a somewhat decent experience), you’re good to go, as they say.
[/B]
READ MORE HERE:
http://www.fsu.ca/interrobang_article.asp?storyID=6757§ionID=2&issueID=168
As a musician I’ve been very hesitant to use certain terms in describing my band yet finding very little in the way of options, at least that others would understand. So while I cautiously dip my toe in the pool of online “indie” sources, including Sonicbids, I am inherently subjected to their narrow classifications. While using the term indie, much like alternative, conjures expectations of style both would perhaps be better off migrating to a definition more befitting ….well, the actual definition, rather than tossed aside. They once meant something, maybe it’s time the people with some influence made them mean it again. And while we’re at it, how about opening up some classifications with actual cred? I, for one, would like to list my band under electro-rock, a long-standing genre class, on these sites rather than being lumped into ill-fitting descriptors that likely hurt my chances of reaching anyone. I guess the essence of what I’m saying is that artistically I’m not overly concerned with getting rid of classifications that were originally intended to benefit those who are not so easily classified.