Introduction
If you nabbed a $7 subscription to read my analysis between mainstream and indie music labels here, then chances are you're educated enough to know that Vanessa Carlton got certified platinum after her debut release with "A Thousand Miles." But the thing is, so did Ingrid Michaelson. And she has arrangement with a recording studio but otherwise, has been an independent artist. Vanessa, though, we haven't really heard from her in the mainstream world much since the major record label she was signed to dropped her. Though because she was signed to a major label, she's received three Grammy nominations as opposed to Ingrid's one (for The Notebook, which is currently playing on Broadway).
The Grammys are pictured as the cream of the crop, the ultimate peak of Everest, and the whole enchilada. The common understanding is that you snag one of these and you're on par with Taylor Swift and Beyonce, and maybe it will open up a bajillion more opportunities down the road. However, as Chappell Roan said when she accepted her award for Best New Artist this past February, being signed to a major label doesn't guarantee a whole lot of money. Executives (and then the producers, and then the songwriters, and then streaming services) take the majority of the cut of income off an artist's music, even if it has millions of streams. An artist would need roughly 315 Spotify streams to even make a full dollar, so if a song gets a million streams for example, the income would be a sad $3,174 roughly.
You'd think being an indie artist would be better then. No executives (unless you're signed to an indie one though), you can learn to produce the stuff yourself, and you already write your own songs, right? How simple can it be?
While it is relatively easy to put a song up on Spotify now, the truth is that most indie artists have been living out what Chappell was talking about without the aid of a record label. And so if being signed has no baring on how much money you make as an artist, why does it have any baring on who loves and recognizes your work?
Awards are subjective anyway, based on the opinions of an exclusive group of people. But art is universal. And if we're trying to promote universality, the playing field (and the things we need like healthcare and a liveable wage, like Chappell said) should be equalized for all artists in the music industry. Because while I love watching the Grammys, the lack of recognition for indie musicians is obvious (Chance the Rapper is the only one I think of who has won a Grammy) . I mean, you ever heard of Tim Atlas before reading this article?!
The Case for Indie Music Awards
Like I wrote in my last few posts about avant-garde art, anything that uses uncoventional methods or thinks outside the box is technically avant-garde. And since indie artists often break away from conventional industry norms, they are technically avant-garde. They're different. They usually use their art to speak the truth of life, prioritizing creative freedom over commercial success, which results in diverse and innovative sounds that push artistic boundaries. Also with ever-evolving technology, indie musicians have played a pivotal role in shaping the evolution of various genres, from folk and rock to electronic and hip-hop, offering fresh perspectives and experimental approaches. Platforms like Bandcamp, SoundCloud, and the fact that it's easier now that ever than share a song on streaming services like Spotify and YouTube, have elevated indie artists’ influence, allowing them to reach global audiences. Having music awards specifically for indie artists would help level the playing field, honoring the ingenuity and authenticity of these artists and showcasing their invaluable contributions to music culture.
Structure of Indie Music Awards
There could be more since this is just an idea right now, but these could be the proposed categories for the awards to cover a wide range of musical styles and achievements:
Best Indie Album: Honoring overall excellence in album production.
Best Indie Single: Recognizing standout tracks that resonate with audiences.
Best New Indie Artist: Spotlighting emerging talent in the industry.
Best Indie Collaboration: Celebrating joint efforts between independent musicians.
Since indie artists encompass all genres (and even some that don't originate in American music), it makes sense to include a variety of artists of all colors, cultures and genres and vote based on artistic merit and ingenuity versus commercial success. Rather than just relying on the opinions of an exclusive group to determine who gets a nomination or even a win, I would vouch for the inclusion of fans, industry professionals who can provide a neutral look on the landscape, and over time, some prior winners in the voting pool. And with the use of online voting to carry out that inclusivity.
Potential Impact on the Indie Music Community
Indie music awards could have a transformative impact on the indie music community by providing increased visibility for independent artists, allowing them to reach new audiences who may not have discovered their work otherwise. The recognition would not only highlight their talent but also offer valuable opportunities for networking and collaboration among fellow indie musicians, fostering a sense of community and shared creativity. Moreover, the attention generated by these awards could drive greater financial growth for indie artists, as increased visibility often leads to more performance bookings, merchandise sales, and streaming revenue, ultimately boosting the sustainability of the indie music scene.
Addressing the potential skepticism from the mainstream music industry: often what determines a successful song that can be on mainstream radio is a pop song with a catchy tune and melody usually, whereas a variety of indie music can involve experimental musical methods and complex lyrics. The mainstream music industry determines what is suitable for mainstream radio and mainstream consumption. Grammy Awards tend on focus on popularity of the album or artist when it comes to nominations. With these indie music awards, the focus should be more on the love of the art itself and less on consumption of the masses. And since this is still just an idea, developing partnerships with indie labels and music organizations could be a good way to bolster credibility within the music world at large.
Conclusion
I've already posted something like this on TikTok urging whoever sees the video to give an independent music awards ceremony some thought. There's strength in numbers, since it would take years of listening to come up with a shortlist by myself. And I'm pretty sure I'm not the only person who has thought this, what with the thousands of indie artists out there. But indie artists have impacted the music industry more than we're aware of (even contributing to the development of whole genres), so they deserve to get the same or similar amount of clout as a mainstream artist. Having indie music awards could pave the way for a more equitable music industry. But more important than awards, we need to unite in creating livable wages for all artists in the same way I'm writing this to encourage everyone to unite in celebrating independent talents and creating equal opportunities. And while my e-book on grant funding for unconventional creatives like indie musicians is a good resource to have, this is a conversation that goes beyond most of us. And the impact of me writing these blog posts for emerging artists who think outside of the box is likely bigger than I'm aware of.
Stay educated,
Alexia