Music Industry Insights from Jane, Chief Creative Officer at Piaz

Introduction

Hello! My name's Jane, and I'm the Chief Creative Officer at Piaz, a large global, independent distribution and label services network. I've been in this role for about a year, previously running an independent label called Because Music in the UK, where I handled art direction, A&R, sales, and marketing.

My Role at Piaz

At Piaz, I work with a large A&R team, graphic designers, and videographers. My focus is primarily on:

• Signing artists
• Making records
• Content distribution

Evolution of Distribution

Traditionally, music distribution involved physical records, wherein products were shipped from warehouses to shops. This included face-to-face sales, persuading stores to stock records.

Now, with digital distribution, the approach has transformed:

• Fewer outlets like Spotify, Apple Music, and Google Play
• No physical products, it's about uploading content
• The role resembles that of a traditional radio plugger, focusing on getting music heard.

How Digital Distribution Works

A digital distribution company operates by:

• Providing sales services
• Analyzing backend data to identify tracks with upward trajectories
• Scheduling meetings with teams at platforms like Spotify and Apple Music

Playlist Management

At these meetings, we present priority projects for consideration. The playlist team at Spotify, for example, consists of only five or six individuals who manage thousands of tracks weekly.

We share:

• Early access to tracks
• Insights from data trends
• Recommendations for playlist placements.

Label Services Model

Some distribution companies offer label services. Here's how it differs from traditional distribution:

• Traditional Deal: An 80/20 split in favor of the artist.
• Label Services: Typically involve financing for marketing and content creation. This financing is recoupable against income, often resulting in a higher commission for the distributor (around 30%).

Importance of Artist Support

Label services are beneficial for:

• Artists with strong management who can handle tasks like songwriting, collaboration, and creative development.
• Artists needing long-term support to build their careers, as opposed to quick successes.

Understanding Royalty Deals

In the industry, there's ongoing debate about the merits of:

• 50/50 Deals: These deals may seem attractive but involve recouping all project costs before the artist earns any royalties.
• Royalty Deals: Typically favor artists more at the outset, providing payments from the first sale, though the split may be less favorable (e.g., 20%).

The Artist's Long-Term View

Having a label committed to your career is crucial for longevity in the industry. A label's investment in multiple releases can contribute significantly to an artist's sustained success.

How to Get Attention from Record Companies

To attract record companies:

1. Create Amazing Music: Quality music will get noticed.
2. Build Buzz: This often comes organically as people discover your music.
3. Develop Your Story: Present who you are as an artist, which can engage your audience.

Steps to Take

• Produce content for social media.
• Seek managers as a structural foundation.
• Connect with PR companies for visibility.

Advice for Emerging Artists

Key Takeaways

• Be Exceptionally Good: You need to stand out as an artist.
• Focus on Your Art: Use every bit of energy to create the best possible music.
• Get Legal Representation: If approached by labels, consult a lawyer before signing anything.

Conclusion

The music industry is vast and evolving, and while there's much to discuss, I hope my insights were helpful. For more about Piaz, visit www.piaz.com. Thank you for listening!