Ciara, Beyonce and Rihanna

Serious music fans constantly complain about the current state of the music industry but few have offered theories that identify the causal factors that have created this situation. So, this is where we enter from stage left with possible reasons for the drastically lowered standards for success.

The airwaves were formerly dominated by performers who talented enough to earn the title of ‘artist’. Whether gifted musicians, singers, songwriters or all of the aforementioned, those acts were truly larger than life and were easily set apart from the average wannabes seeking fame.

Yet, there was a major paradigm shift in the mid-2000s that greatly affected the landscape of popular culture. As if it occurred in an instant, mediocrity replaced the extraordinary on the charts and the great entertainers who once ruled were suddenly cast aside in favour of far less talented acts. So, what caused such a startling change?

There are countless reasons for the turn of the tide in the music industry and they are all rooted in that one word that somehow gets forgotten when people discuss this land of supposed make-believe: business. That’s right, the cat is out of the big, green money bag. This is a business and similar to all other areas affected by the dwindling economy, the music industry - pay close attention to those emphasised words – had to change to survive.

Yes folks, contrary to the popular beliefs of fans, who think that their favourite artists exists in a glamorous land of kings and queens ruling over their respective genres, the music industry is just another sector of the business world. Behind the smoke and mirrors bolstered by media fodder and propaganda – you know, titles such as The Voice, King B, Songbird Supreme and King of Pop – there a regular people trying to sell product for their respective companies.

“The main reasons for the current state of the music scene are a lack of artist development, the dominance of visual artists and the deliberate actions of more talented acts.”

That’s enough of me shattering the hopes and dreams of the naive. Let’s get to the main points of this article before the shocking reality forces one of them to go outside for the first time in months. The main reasons for the current state of the music scene are a lack of artist development, the dominance of visual artists and the deliberate actions of more talented acts.

Dating back to the Motown era and the work of mastermind Berry Gordy, newly signed performers were very rarely introduced to the world within the first year of joining labels. Rather, they joined special deals that required a period of artist development in which they perfected their craft, therefore leading the best possible outcome with their debut efforts.

Firstly, those diamonds in the rough would plot the early stages of their career with A&R representatives, whose main purpose was to give unseasoned acts direction. Secondly, it was quite common for young artists to learn from more established stars while simultaneously honing their skills as singers, writers and/or dancers.

However, artist development has never been the cheapest venture and as labels downsized under the pressure of the shrinking economy, such undertakings became very rare. As a result, record companies are churning out performers with very little understanding of music, unless they ere signed as ready-made performers. In other words, those who had some prior training or are simply naturally gifted.

The most popular example of a successful act who benefitted from the training from artist development in the post-2005 era of music is Chris Brown, who was reportedly mentored by R. Kelly in his early career. No wonder Brown is so keen to apply the same attention to his signees on his CBE label.

Another reason for the decline of talent in the music industry is the dominance of visual artists. Have you noticed yet that my theories are all linked the mid-2000s? If so, do you remember what happened during that time? I’ll give you a hint: You watch it everyday when your boss is in the other room. Get your mind out the gutter, your pervert. I’m talking about the launch of YouTube!

As high-speed internet became more common during the mid-2000s, YouTube quickly became more popular and visual artists were propelled to the forefront of the Digital Age. No longer were people tuning in to the radio or even television to discover the latest hits by their favourite entertainers because all the material became readily available with just a few clicks.

Concerned parents were previously worried that MTV generation was too visually driven but digital media has made the televisions of our older siblings seem archaic. The internet provides us with millions of images everyday and for most artists, the quality of their music has become secondary to the visuals demanded by their fans.

Just look at the recent success of Miley Cyrus’ “We Can’t Stop”, which scored a high debut on the Billboard Hot 100 at #11, thanks to a strong reception on iTunes, before tumbling to #27 the following week. The song quickly rebounded in its third frame, however, after garnering 9.6 million million online streams in a week, primarily because of its intentionally controversial accompanying

Such is the case with many other visual artists, such Rihanna and Lady Gaga, who initially excel without music support from traditional broadcast media. Usually, they do not need heavy airplay on radio or television to rank high on the charts, especially now that online streaming contributes toward the Billboard lineups.

Based on this logic, most visual acts also categorised as digital artists with regards to their chart impact stemming from sales via online retailers and streams. The most notable exception to this reasoning is Beyonce, whose videos certainly give her songs much-needed boosts on the charts (“Single Ladies”) but like many other R&B/Pop stars, she still requires the added momentum of radio airplay as her digital sales take time to build.

Visual artists generate massive revenue from singles for labels and since album sales are still generally bubbling in the toilet, record companies simply follow the money trail. Hence, those performers unable to keep up with the demands of constantly generating exciting visual content for the new age of consumers – R&B and Soul acts, especially those over the age of 30 years, really feel the pinch – are left on the back burner. That, ladies and gentlemen, partly explains why Melanie Fiona is treated like the unwanted bastard child of her label and Roc Nation management.

Sidebar: It will be interesting to see how Janet Jackson adjusts to the current state of the music scene since she is a visual artist and her last release, Discipline, was issued just as digital single sales began booming and 5 years before online streaming became a factor on the Billboard charts.

The final reason for the current mediocrity in the music industry are the deliberate actions of more talented acts. In an effort to compete with their more in-demand peers, many great artists have dumbed down their material to the most basic levels possible.

Remember that article I wrote detailing why good singers fail on Pop radio today? Well, you should give it a read because it closely relates to this point. Basically, young consumers aren’t interested in grand vocal performances or melodramatic songs that tells stories of love, loss or social justice. Instead, they just want catchy music to which they can sing along and if great artists are to stay relevant, then they need to adapt.

Robin Thicke provided a perfect example this year when he explained why his Blurred Lines album was a departure from his previous introspective works. He stated that he made this latest record without serious thought and made songs about having mindless fun. Obviously, Thicke understands how to play the game because he has been catapulted from a moderately successful R&B act to a global chart force, all by singing about his “big dick.”

Unfortunately, by many artists refusing to put forward their best material, the charts as well as many formerly prestigious award shows no longer reflect the best of the best. Rather, they depict the most popular of the mediocre and acts with less than impressive music sneak through the backdoor of the history books to replace the greats. Rihanna has most #1 hits than Stevie Wonder, Prince and Elton John. Let that sink in for a bit…

At this juncture, you’re probably thinking of Adele’s massive success on the charts with brilliant material but how many other cases can you name? Honestly, Adele’s impact with 21 occurred because of the right timing and promotion by her label. Adult Contemporary artists are generally strong album-sellers and her ability to crossover onto the Pop charts was a result of many factors, not just good material.

So, the primary reasons for the current state of the music industry are the lack of artist development, the dominance of visual artists and more talented acts deliberately dumbing down their music. As the landscape changes, labels will follow the trends that produce the largest revenue sources, even if it continues to lead us down the wrong path to a world of mediocrity. That is the nature of business.

Read more: How Mediocrity Became the...Status Quo How Mediocrity Became the...Status Quo

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You answered alot of the questions that have been irking me for a long time. awsome breakdown it makes alot of sense. I have been recently told by a representative from a record company that they are looking to only sign deals with success. he contacted me and said he liked my work and was very interested but since I was on the lower rung of the ladder meaning I did not have the right amount of twitter followers or youtube hits that I should focus on increasing my fanbase first before any deals could be made. Im learning just having raw talent just does not cut it anymore now days !!!

Well this hasn't been said for the past few years over 1,000 times on this board alone...

Yup.

Gunsnhalen said:

Well this hasn't been said for the past few years over 1,000 times on this board alone...

Its like a broken record. We get it, the music industry sucks.

IIAGY said:

Gunsnhalen said:

Well this hasn't been said for the past few years over 1,000 times on this board alone...

Its like a broken record. We get it, the music industry sucks.

SAY IT AGAIN FOR EVERYONE

apparently because mediocrity sells..and the youth doesn't recognize good music anymore because they are growin' up listening to trash..this is confirmed by tha fact we have good musicians nowadays around but indeed they are less recognized by the public than trash music..so youth yes doesn't recognize good music anymore. but the industry is still happy because all that matters is sell!

This is what happend when the likes of Iovine and Clive are controlling Black music using these so called button pusher producers. Add the element of rap which IMHO take the least amount of talent 2 perform....................and whalla............welcomed 2 music hell.

many great artists have dumbed down their material to the most basic levels possible..

This is sadly true because since the selling market is this record companies force even the talented ones to become more approachable for these basic -buying people...so we'll reach a point where no one will be saved? REALLY HOPE NOT!

[Edited 7/17/13 6:47am]

Graycap23 said:

This is what happend when the likes of Iovine and Clive are controlling Black music using these so called button pusher producers. Add the element of rap which IMHO take the least amount of talent 2 perform....................and whalla............welcomed 2 music hell.

Just curious to hear how quickly you'd compose 16 Bars with clarity, wit, relevance and then spit it with skill, in the pocket....

Not in defense of a lot of the garbage hip hop so ubiquitous these days, but u can't throw the whole damn genre under the bus!!

datdude said:

Graycap23 said:

This is what happend when the likes of Iovine and Clive are controlling Black music using these so called button pusher producers. Add the element of rap which IMHO take the least amount of talent 2 perform....................and whalla............welcomed 2 music hell.

Just curious to hear how quickly you'd compose 16 Bars with clarity, wit, relevance and then spit it with skill, in the pocket....

Not in defense of a lot of the garbage hip hop so ubiquitous these days, but u can't throw the whole damn genre under the bus!!

There are always exceptions but when the likes of 2 chainz is at the top of the game, I'm done.

datdude said:

Graycap23 said:

This is what happend when the likes of Iovine and Clive are controlling Black music using these so called button pusher producers. Add the element of rap which IMHO take the least amount of talent 2 perform....................and whalla............welcomed 2 music hell.

Just curious to hear how quickly you'd compose 16 Bars with clarity, wit, relevance and then spit it with skill, in the pocket....

Not in defense of a lot of the garbage hip hop so ubiquitous these days, but u can't throw the whole damn genre under the bus!!

Composing a nursery rhyme quickly doesn't mean it's good.

And therein lies the problem.

This goes back to the point I've made here "thousands" (? I'll admit to "tens"!) of times; For some time now, musicians have failed to measure up to their counterparts from the '50's - '80's because of Nirvana and rap.

What I mean is, those two introduced "music" that a four-year-old could play. Nirvana reduced rock to three chords (played with one finger in drop-D tuning) and little melody, with not a single memorable guitar solo (side bar: isn't it interesting that the best guitarist in Nirvana was the drummer?). They ditched all the musical knowledge, theory and craftmanship that had accumulated before them and unfortunately, pretty much every kid that came after them did, too.

I grew up musically learning how to play Steely Dan and Prince. I can play any rock song from Nirvana forward in my sleep. I'll bet you all the money you have that kids who can nail today's rock songs couldn't play "Kid Charlegmane" if their lives depended on it.

Heck, when Prince was a kid, if you wanted to play in his band, you had to show you could play the solo to Chicago's "25 or 6 to 4"! Here it is (solo starts at 1:59):

[youtube]http://www.youtube.com/watch?v=iUAYeN3Rp2E[/youtube)

That's what HIGH SCHOOL KIDS that wanted to join a NEIGHBORHOOD BAND had to be able to play!

THAT IS WHY THEY WERE SO GOOD. They learned from the past and built upon it.

Today's rockers have no recent past to build upon; at least, not one with much rock theory. So if you grew up thinking Fall Out Boy or Green Day was rock and roll, is it any wonder that you now write crappy songs?

When rock died, pop went with it.

Rap ruined everything else.

Rant over!

.

[Edited 7/17/13 8:49am]

Here's something else to consider:

Almost every decent guitarist these days is in country music. Why? Well, I've asked them that. The response almost always is, "I like rock music best but nowadays, the only place I really get to play solos is in country".

It's become the status quo everywhere else too.

Being good at something isn't valued because it's a threat to the those that can't be bothered to improve their trade.

Okay, maybe not in sports, but you know what I mean. Popular culture relies on people that accept to be molded and turned into a product.

[Edited 7/17/13 9:00am]

I blame it all on Beyonce.

RodeoSchro said:

This goes back to the point I've made here "thousands" (? I'll admit to "tens"!) of times; For some time now, musicians have failed to measure up to their counterparts from the '50's - '80's because of Nirvana and rap.

There's many other kinds of music besides rock, R&B, & rap or that features English. Many of them have little if any influence by rap and grunge. They don't all have programming and samplers either.

MickyDolenz said:

RodeoSchro said:

This goes back to the point I've made here "thousands" (? I'll admit to "tens"!) of times; For some time now, musicians have failed to measure up to their counterparts from the '50's - '80's because of Nirvana and rap.

There's many other kinds of music besides rock, R&B, & rap or that features English. Many of them have little if any influence by rap and grunge. They don't all have programming and samplers either.

Absolutely. As I pointed out, all the best musicians have been in the country genre for quite some time now.

Beyonce's music is mediocre?? How dare you guys say that! She's making some of the most groundbreaking,mindblowing music of all time!!! She's practically creating a whole new genre.

...and films aren't as good as they used to be, food doesn't taste like food anymore and you used to be able to leave your house unlocked for weeks on end and never had to worry about anyone breaking in.

Next up an article on 'how harking back to a glorious mythical past has always been the middle aged status quo(...or as my dad used to say 'you won't be listening to Prince in 20 years time, he's no Jim Reeves you know)?

Not one to usually defend Nirvana for anything but they can hardly be blamed for reducing rock to 3 chords...rock has always been about 3 chords!

Music (in the sense we're discussing here) has always been a business - or, at best, an ongoing struggle between art and commerce....

RodeoSchro said:

This goes back to the point I've made here "thousands" (? I'll admit to "tens"!) of times; For some time now, musicians have failed to measure up to their counterparts from the '50's - '80's because of Nirvana and rap.

What I mean is, those two introduced "music" that a four-year-old could play. Nirvana reduced rock to three chords (played with one finger in drop-D tuning) and little melody, with not a single memorable guitar solo (side bar: isn't it interesting that the best guitarist in Nirvana was the drummer?). They ditched all the musical knowledge, theory and craftmanship that had accumulated before them and unfortunately, pretty much every kid that came after them did, too.

I grew up musically learning how to play Steely Dan and Prince. I can play any rock song from Nirvana forward in my sleep. I'll bet you all the money you have that kids who can nail today's rock songs couldn't play "Kid Charlegmane" if their lives depended on it.

Heck, when Prince was a kid, if you wanted to play in his band, you had to show you could play the solo to Chicago's "25 or 6 to 4"! Here it is (solo starts at 1:59):

[youtube]http://www.youtube.com/watch?v=iUAYeN3Rp2E[/youtube)

That's what HIGH SCHOOL KIDS that wanted to join a NEIGHBORHOOD BAND had to be able to play!

THAT IS WHY THEY WERE SO GOOD. They learned from the past and built upon it.

Today's rockers have no recent past to build upon; at least, not one with much rock theory. So if you grew up thinking Fall Out Boy or Green Day was rock and roll, is it any wonder that you now write crappy songs?

When rock died, pop went with it.

Rap ruined everything else.

Rant over!

.

[Edited 7/17/13 8:49am]

wow man, much props to you

RodeoSchro said:

MickyDolenz said:

There's many other kinds of music besides rock, R&B, & rap or that features English. Many of them have little if any influence by rap and grunge. They don't all have programming and samplers either.

Absolutely. As I pointed out, all the best musicians have been in the country genre for quite some time now.

How about some merenge and Malian music?

Los Toros Band / Voices United for Mali (a Malian supergroup like USA For Africa/Band Aid)

hw3004 said:

... food doesn't taste like food anymore...

You got that right. This may shock you youngsters but in the 1970's McDonald's was GOOD. There French fries were to die for. You would go in, order fries, dump them in the bag & walk down the street eating them out of the bag. Heaven. There used to be this deli chain called Bagel Nosh. A huge bagel with a slab of cream cheese about an inch thick. You took one bite and the cream cheese gushed out. Sadly those days are gone.

Great article and a subject I've thought of often over the past few years. I came to the same conclusion as you, labels are going for bankable acts who are mediocre and easy to sell over the more "risky" ones who might stray from the status-quo slightly and eventually risk sales.

I think the best solution would be to kick out all the old fogies who only care about money and replace them with industry insiders who actually care about talent and culutre.

What a GREAT article! Kudos 2U! So well thought-out, written and presented! I agree. Back when there wasn't the Internet, Youtube and all of these digitalized venues, there were "talented" artists who put out ONE ALBUM per year which featured 2 or 3 (at the most) singles and if it bombed, it bombed and they were back in the studio the following year with better material and promotion. The state of R&B is currently in shambles and the very thought of Rhihanna holding more #1 hits than Stevie Wonder is absolute blasphemy. Chaka has it right when she says "The postal service is hiring!" When did the music stop being about the "music" and so much about the "look?" It's disgusting as it is supremely un4tunate. Cheryl Lynn comes 2 mind often for me. Here was an artist who always brought it and despite a fluxuating body weight, she still hit the upper reaches of the R&B chart and did it with solid production and "talent." Hopefully, she doesn't reappear and "dumb it down" because she's "got to be REAL." MY two cents. I applaud your obserations and analysis.

TheScouser said:

Great article and a subject I've thought of often over the past few years. I came to the same conclusion as you, labels are going for bankable acts who are mediocre and easy to sell over the more "risky" ones who might stray from the status-quo slightly and eventually risk sales.

I think the best solution would be to kick out all the old fogies who only care about money and replace them with industry insiders who actually care about talent and culutre.

SHO u RITE!

Graycap23 said:

This is what happend when the likes of Iovine and Clive are controlling Black music using these so called button pusher producers. Add the element of rap which IMHO take the least amount of talent 2 perform....................and whalla............welcomed 2 music hell.

This is why I'm glad I grew up in the 70s,around GREAT music I still listen to all that music now.

thedoorkeeper said:

hw3004 said:

... food doesn't taste like food anymore...

You got that right. This may shock you youngsters but in the 1970's McDonald's was GOOD. There French fries were to die for. You would go in, order fries, dump them in the bag & walk down the street eating them out of the bag. Heaven. There used to be this deli chain called Bagel Nosh. A huge bagel with a slab of cream cheese about an inch thick. You took one bite and the cream cheese gushed out. Sadly those days are gone.

I'm not a youngster.

whitechocolatebrotha said:

What a GREAT article! Kudos 2U! So well thought-out, written and presented! I agree. Back when there wasn't the Internet, Youtube and all of these digitalized venues, there were "talented" artists who put out ONE ALBUM per year which featured 2 or 3 (at the most) singles and if it bombed, it bombed and they were back in the studio the following year with better material and promotion. The state of R&B is currently in shambles and the very thought of Rhihanna holding more #1 hits than Stevie Wonder is absolute blasphemy. Chaka has it right when she says "The postal service is hiring!" When did the music stop being about the "music" and so much about the "look?" It's disgusting as it is supremely un4tunate. Cheryl Lynn comes 2 mind often for me. Here was an artist who always brought it and despite a fluxuating body weight, she still hit the upper reaches of the R&B chart and did it with solid production and "talent." Hopefully, she doesn't reappear and "dumb it down" because she's "got to be REAL." MY two cents. I applaud your obserations and analysis.

I think everything regarding the origin of music's decline can be traced back to the year 1987.