Carlotta's Think Tank blog

Hi! In this blog I will be researching five industry professionals and five topics that impact the music industry... have a read!

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What's this blog all about...?

The music industry is a dynamic and multifaceted world, rich with diverse talents and unique contributions, and one of the biggest industries in the world. “the music industry contributes $170 billion to annual GDP and supports 2.5 million jobs just in the United States.” (BBVA, no date)

In this blog, I will focus on five out of the ten industry professionals who did a “Think Tank” presentation, each sharing their different experiences in the music industry. By exploring and researching their backgrounds, achievements, and the specific themes I have chosen to write about, I aim to shed light on important aspects of the music industry.

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Gabrielle Aplin

Being signed to a major label vs going independent.

Gabrielle is a singer-songwriter from Bath, Somerset. She is known for her soft ethereal voice and meaningful, heartfelt lyrics and has been releasing music for about fifteen years now.

She signed with a major label in 2012; Parlophone Records. Her major label debut single was a cover of Frankie Goes to Hollywood’s ‘The Power Of Love’ that featured in the John Lewis Christmas advert in 2012. This song reached number one in the UK Singles Chart. “Parlophone saw the ad as an effective way of launching Aplin to a mainstream audience”. (Allchin, 2013). 

Gabrielle spoke about how being signed to a major label was beneficial for her career in many ways. She explained that then, major labels were the only institutions that had access to TV and radio shows, which was the best way to gain recognition. Now, there are a lot of other ways to gain a following, like through social media. Being signed to a major label meant they could fund thing that artists otherwise often couldn’t, this enabled Gabrielle to tour around the UK, Europe, Australia and Japan. They also had contacts of people in the industry that she could work with, like songwriters and producers. She spoke about how most songwriters then would only work with artists if they were signed, whereas nowadays most people will work with you if they like you and your music. As a new artist hearing that was a relief, as it feels like signing to a major label isn’t the only way to become successful in the music industry nowadays.  

Gabrielle also spoke about some of the downsides. She found that because these major labels are dealing with such big amounts of money, they will often reject syncs that come in if they don’t believe there is any money in them. They tend to look at stats and numbers and not at what would be beneficial to each individual artist. 

She parted ways with Parlophone after five years and decided to go independent and create her own label. “There’s more capacity in this industry to do everything your own way and be a bit more independent, and kind of do your own thing” she said. Thankfully, she kept her masters, meaning all her previous EP’s and releases were under her and her managers name. She told the Standard: “It is nice not to worry about what the men in suits are thinking about. Major labels are great but it’s always nice to do something new.” (Foster, 2017).

She explained that if you want to fund yourself, starting your own label is a lot easier that it seems, “It sounds like I went and got an office and created this empire and employed a load people, I didn’t. It’s just myself and my manager making sure we owned everything I put out equally” “For me, starting a label was owning my recordings”.

Gabrielle talks about how being signed to Parlophone was definitely the right decision at the time, and it hugely helped with her career, but she is enjoying being in control and owning her own label. 

Her talk gave me a lot of food for thought and different things to consider when deciding what road to go down as an artist. And I find her and her music very inspiring.

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Pritt Patel

Going viral & its ups and downs.

Pritt Patel is an artist, entrepreneur and radio presenter from South London, She is Eelam Tamil, born and raised in Denmark. “Drawing on her roots as a Tamil girl from South London, Pritt’s sound is a blend of East and West, incorporating her Carnatic training and love for R&B music.” (Tamil Guardian, 2022)

Pritt was releasing original music since her first year at university. She decided to release a cover of a Tamil song her father loved, ‘Unakkul Naane’, not knowing it would go from one million to fifty million streams in six months.

Pritt spoke about the many great things that came from going viral. Global recognition, being one of them. She found a lot of doors opened for her and she got to work with artists all over the world. She also played many festivals. “As an independent artists those are the stepping stones you kind of look out for, for the next step in your career” she said. Another plus is the good revenue, which is great for your future music. She also said that labels will love you and want to sign you. Which I guess could be seen as a great thing if that is what you want, and what you’re looking for as an artist. She received a lot of messages and attention of people wanting to work with her. More so, she explained about the “coat hanger effect”, which essentially means if one of your songs is going viral, people are likely to look at your other music, and it can boost your numbers overall. Your song could also be doing well for a long time. For her, the cover when viral in 2021 and three years later, it’s still getting 250 thousand streams a day. All of these things can be really beneficial to your career, if you are going viral for something positive and that you think correctly represents you, which isn’t always the case.

Pritt also spoke about some of the downsides to her going viral. She explained how it’s very difficult to stay away from what people know you for, and how she felt pressured when making new music, wanting it to be just as well received. “I don’t want to be known as just ‘Pritt, the cover artist’, there is so much more to me than that. And most importantly, I only want to release music that I like.” (Ani, 2023). 

All the attention made her feel overwhelmed and burnt out. This affected her creativity. “The sudden rise of Pritt was not fun” she said.  She explained how everyone wants a piece of you and you feel afraid to say no, because you don’t know if you will get those opportunities again. She said there was a lot going on, very quickly, and she didn’t handle it well.

But although going viral was quite bittersweet for Pritt, she is very grateful for the opportunities that it has given her. “I just want to do music for life, and if this is a sacrifice I’ve got to make, then I’m just going to make it.” (Medium, 2021).I think going viral is something a lot of new artists aim for, but there is also another side to it that isn’t spoken about a lot.

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Erika Footman

Creativity with music & connecting with your community.

Erika Footman is an English and Japanese songwriter, performer and session player. She runs her own record label and has been writing music and poetry ever since she was thirteen. She has been part of many bands throughout her career and was a backing vocalist for Mika. She was also an “extra pair of hands” for band Skunk Anansie “They were always explosive on stage, but she has given Skunk an extra dimension live.” (Amundsen, 2022)

Musical creativity is the lifeblood of the industry. For many musicians, their work is an extension of themselves and a way to communicate and express their emotions and creativity through their art. Creativity in music isn’t limited to the music artists compose, their creations are able to come to life through performances. Erika spoke about a performance she did for her song ‘Dot to Dot’, where she wore a dress with a rope that was actually an analog synth she had made with one oscillator. And when the audience all held hands, a small current of electricity passed through everyone. I thought this was such a fun and unique way to connect with her audience, and I haven’t seen any artists do anything similar to this. “Fan engagement fosters a deeper emotional connection between the artist and their audience, resulting in a more meaningful and impactful music experience.” (Dickinson, 2023)

Erika describes herself as fiercely independent. She has been releasing her music through her own label since 2009. She likes to find different ways to fund things, like with crowd funders or Patreon’s.

She spoke about how important connecting with your community is and how that is a big part of her ethos. “As social media continues to create opportunities to interact directly with fans, it is important to be proactive on each of your channels to make sure you’re aggregating every potential listener.” (Nardo, 2019). She spoke about one way she connects with her community is asking them on her social media where they would like her to perform. And once some people have suggested different places and cities, she routes her own tour, like a tour manager. I think this is a great idea as your fans will feel heard and more connected to you. This will make them feel genuinely excited about your up and coming performances and tours.

Erika talked about how being curious as an artist is so important. That it isn’t so much about what training you have had, but mostly about exploring. She expressed her love for multiple different music genres and said “I think it’s just about listening to different textures, and knowing that as humans we’re not 2D, we’re not meant to love just one thing, and actually exploring loads of different things to me is really interesting”.

I think Erika touched on some really interesting topics and I found all the things she has created and been a part of, and her journey in the music industry really inspirational. 

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Mark Richardson

Struggles with addiction in the music industry.

Mark Richardson is a drummer from Leeds, best known for being in the band Skunk Anansie. He also drummed in the bands Little Angels and Feeder.

Mark spoke about his struggles with addiction and his journey with sobriety. During a podcast I watched (Drum For The Song – Dane Campbell, 2020), Mark said his substance abuse problems went on for about two years, when he was touring with Skunk Anansie for their album ‘Post Orgasmic Chill’. He spoke about how he was having troubles with his personal life, so he turned to alcohol and drugs. He would stay up all night and then would sneak into the tour bus in the morning and pretend to have had a good night’s sleep. He was in the worse pain, but he felt he had no one to reach out to, but he knew he had to make a change, if not he would get kicked out of the band. Eventually, he managed to get sober by going to Alcoholics Anonymous. “Mark has been sober since 2003 but the 3 years it took him to get sober was the catalyst to helping others avoid the same barriers to recovery and metal health support as he did, eventually resulting in Music Support.” (musicsupport.org, no date).

Drugs and alcohol have often been celebrated and glamourized in the music industry, like in the 70s with the rise of rock and roll, with bands like The Rolling Stones and The Beatles experimenting with substances, and their music reflecting that. But for years, we have seen the tragic stories of lots of amazing artists, many really young, loosing their lives due to addiction, staring the infamous “27 Club”. “The relationship between musicians and drugs is multifaceted and complex. Various factors contribute to this relationship, including the influence of the music industry, coping mechanisms for stress and anxiety, and the desire for creative inspiration.” (New Horizons Recovery Centres, 2024).

Mark expressed that until recent years, mental health wasn’t as spoken about. Now, it has been more normalized for people to be more open about their struggles, making it easier to seek help. He wanted to help others that might be in a similar situation to the one he was in, so he co-founded a charity called ‘Music Support’, which provides a phone number for anyone in the music industry to call. They will help you and signpost you to where you need to go. Mark says this is what he really needed but didn’t have, when he hit rock bottom. 

Mark found that something that helped him with his mental health journey was creativity and connecting with people “It’s one thing being up on a stage in front of loads of people and doing your thing. But actually, the real healing is when you connect with another human being”. As I wrote about in the previous blog post, connecting with people and your audience can be really beneficial. Aside from this, being honest, open and willing to share his journey, brings him healing. I found Mark’s story really admirable and moving. I think It’s important to understand and recognise the factors that contribute to substance abuse, and supporting charities like Music Support, so the music industry can work towards a future where artists feel more heard and supported. 

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Jack Williamson

Mental health on tour.

Jack Williamson is a therapist, trainer, author, speaker and a former music industry professional. He has worked for some major labels, like Universal and Sony, and with many artists. 

Jack describes the music industry as an ecosystem that isn’t supportive of mental health and well-being, and he is doing things to change that. He spoke about how he is the clinical lead of Warners, and he provides mental health support for the employees. Alongside that, he advocated and campaigned for mental health support in record labels.

In 2019, he teamed up with Lewis Capaldi and his manager to launch a mental health initiative. “Williamson says the team behind Livelive want mental health support at gigs to become an industry standard.” (Hawthorne, 2020)

During the talk, Jack spoke about his career as a therapist. Currently, he provides mental health support on tours. He spoke about the six main things that can enhance anxiety: bad diet, stress, alcohol, caffeine, lack of sleep and fatigue. When touring, a lot, if not all, of these things are going to happen, and that can increase your chances of having an anxiety attack or a panic attack. 

I think there are many things that come with being on tour that take a toll on the mental well-being of artists. They face a lot of pressure with performances, having to give it their all every time to deliver a good show and satisfy their audiences. I think a lot of anxiety can occur from the fear of not meeting the expectations of their fans and others. Also, the erratic schedules while touring; travelling early in the morning and performing late at night. This can cause bad sleeping patterns and fatigue.

I think, as well, being away and on the move for an extended period of time can cause a sense of isolation. Artists will often be away from family and friends for months, and I can imagine they must get really home sick. I recently read about artist Jennifer Lopez cancelling her US leg of her tour to take time with her children, family and close friends. I think that is understandable, but a lot of artists can’t afford to do that, or simply won’t because they don’t want to disappoint their fans.

Jack said with therapy, he helps people on tour with all sort of problems; personal issues, past trauma, performance anxiety… Sometimes, people struggling with addiction and their journey with sobriety. As mentioned in the last blog post, Mark Richardson’s substance abuse problems started when he was on tour. I think in an attempt to cope with the stress, anxiety and exhaustion that comes with touring, artists often turn to drugs or alcohol as a form of self-medicating. “At all levels, from DIY acts to established indie icons and festival headliners, artists are suffering from mental health struggles vastly disproportionate from the general public”. (Pelly, 2022)

Some things that could help with staying healthy while on tour are having a structured routine, eating well, exercising regularly, and having a good support system, like a therapist. I thought all the topics Jack touched on were really interesting and important, and the work he does now, and what he has done to support people in the music industry with their mental health, is very laudable.

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In summary, the music industry is an intricate and expansive domain, supported by the contributions of countless talented individuals. After exploring the unique and diverse experiences of Gabrielle Aplin, Pritt Patel, Erika Footman, Mark Richardson and Jack Williamson and highlighting the topics of the choice between major labels and independence, the impact of viral success, the importance of creativity and community, the struggles with addiction, and the critical need for mental health support, I feel I have learnt a lot more about the industry.

As a new artist wanting to go into this industry, this exploration has given me a lot of food for thought, and different things to consider and be aware of. The industry has changed a lot throughout the years, and it is still undergoing significant transformations, driven by technological advances, changes in consumption patterns, and an increased focus on mental health and well-being. Now, with social media and streaming platforms, it’s a lot easier and accessible for artists to reach global audiences, without the need to be signed to a major label. But also, these changes have brought some new challenges. It’s harder for artists to stand out with the oversaturation of digital platforms. Many artists struggle to make a sustainable income from streaming revenues, forcing them to rely more on touring and merchandise sales. Also, with social media being such a massive part of the industry now, there is the pressure to constantly create and engage with your audience, and constantly be exposed, often leading to burnout and mental health issues. By understanding all of this, I’ve gained a deeper appreciation for the resilience, creativity and dedication of artists that have driven the industry forward.

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Bibliography

BBVA (no date) The music industry: the 5th global market. Available at: https://www.bbva.ch/en/blog/inspiracion/la-industria-musical-el-5o-mercado-mundial.html(Accessed: 1 June 2024)

Allchin, J. (2013) Parlophone, John Lewis and Gabrielle Aplin. Available at: https://www.marketingweek.com/parlophone-john-lewis-and-gabrielle-aplin/ (Accessed: 11 May 2024)

Foster, A. (2017) Gabrielle Aplin: There’s so much more to write about now I’m independent. Available at: https://www.standard.co.uk/showbiz/celebrity-news/gabrielle-aplin-there-s-so-much-to-write-about-now-i-m-independent-a3456456.html (Accessed: 11 May 2024)

Tamil Guardian. (2021) ‘This is me telling you I am Tamil’ – Eelam Tamil musician Pritt on music and identity. Available at: https://www.tamilguardian.com/content/me-telling-you-i-am-tamil-eelam-tamil-musician-pritt-music-and-identity (Accessed: 16 May 2024)

Medium. (2021) BBC Asian Network’s Future Sound – Pritt. Available at: https://listenout.medium.com/bbc-asian-networks-future-sound-2021-pritt-164008fdbb (Accessed: 18 May 2024)

Ani, A. (2023) 10 Things We Love About: Pritt. Available at: https://www.newwavemagazine.com/single-post/10-things-we-love-about-pritt (Accessed: 18 May 2024)

Amundsen, G. (2022) Skunk Anansie Deliver a Near-Perfect Concert in Brixton. Available at: https://www.metaltalk.net/skunk-anansie-deliver-a-near-perfect-concert-in-brixton.php (Accessed: 28 May 2024)

Dickinson, K. (2023) The Importance of Fan Engagement in the Music Industry. Available at: https://www.hypertribe.com/post/the-importance-of-fan-engagement-in-the-music-industry(Accessed: 28 May 2024)

Nardo, R. (2019) 5 Ways To Maintain the Fans You Made on Your Last Tour. Available at: https://www.tunecore.com/blog/2019/08/5-ways-to-maintain-the-fans-you-made-on-your-last-tour.html (Accessed: 28 May 2024)

Music Support (No date) Mark Richardson. Available at: https://www.musicsupport.org/mark-richardson/ (Accessed: 29 May 2024)

Drum For The Song – Dane Campbell (2020) Mark Richardson (Skunk Anansie / ex – Feeder / Little Angels) Drum For The Song Podcast - #8. Available at: https://www.youtube.com/watch?v=4dYSbYPPn0w&list=PLZZt8bGpk5v8TfPljaXCnEvaZTebx-6hE&index=7 (Accessed: 29 May 2024)

New Horizons Recovery Centre (2024) Musicians with Drug Addictions. Available at: https://www.newhorizonscentersoh.org/blog/musicians-with-drug-addictions (Accessed: 29 May 2024) 

Hawthorne, K (2020) Breathwork and gig buddies: Lewis Capaldi launches fan mental health scheme. Available at: https://www.theguardian.com/music/2020/mar/06/lewis-capaldi-launches-livelive-fan-mental-health-scheme (Accessed: 30 May 2024)

Pelly, J (2022) Confronting Music’s Mental Health Crisis. Available at: https://pitchfork.com/features/article/music-and-mental-health/ (Accessed: 30 May 2024)