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Discover the latest music trends and insights with A&R Factory. Stay informed and inspired as we explore the dynamic music industry landscape where we cover the latest music industry trends, analysis and predictions in the industry. Whether you’re a music enthusiast or industry professional, A&R Factory is your go-to source.

The Anatomy of an Earworm: How to Create an Unforgettable Hit

Earworm

Everyone knows the feeling of having a lyric or melody reverberating around their brain, leading to an irresistible urge to scratch the earworm itch and hit play on the track. But why does it happen? And more importantly, for artists wanting to live rent-free in the minds of music fans, what are some of the most crucial components of a perennial earworm?

In this article, we will cover a few of the key fundamentals in the creation of infectious hits after exploring the psychology of aural addictions and how platforms, such as TikTok, have changed the way we get hooked on hooks.

How Earworms Bed Down

Before catchy singles were known as earworms, they were referred to as ‘sticky tunes’; regardless of the buzz words/phrases used to describe them, they allude to the phenomenon, scientifically known as involuntary musical imagery, which is a fascinating interplay of memory, emotion, and the brain’s wiring.

For the perfect metaphor, imagine your brain as a DJ, constantly mixing tracks for your sole audio pleasure. When a song becomes an earworm, it’s like the DJ has put a particular track on repeat. Several factors contribute to this:

Repetition and Familiarity: Our brain loves patterns and repetition. Songs with simple, catchy, and repetitive melodies or rhythms are more likely to become earworms. It’s like the brain finds a groove it enjoys and keeps spinning that record.

Emotional Connection: Songs that trigger emotional responses, whether joy, sadness, or nostalgia, can become deeply ingrained in our memory. The emotional chords they strike resonate within us, echoing long after the music has stopped.

Recent Exposure: Listening to a song frequently or hearing it in a significant context can lead to it lodging in your mind. It’s as if the song leaves an imprint, and your brain keeps returning to it, retracing its steps.

Brain Triggers: Certain activities or states of mind, such as daydreaming, stress, or idleness, can make your brain more prone to playing these mental mixtapes. It’s like there’s a part of your brain that, when not fully occupied, decides to throw on a song for entertainment.

Closure Seeking: Sometimes, an earworm persists because your brain is seeking closure. It’s like your mind is stuck on a puzzle, replaying the song in an attempt to complete it or understand it fully.

In essence, earworms are a testament to the power of music and its deep-rooted connection to our emotions and memories. They’re like echoes of melodies that resonate within our minds, sometimes welcome, sometimes not, but always a reminder of music’s enduring impact.

The Evolution of the Earworm

Historical Earworms

Throughout history, certain songs have become legendary earworms, transcending time and trends. Classics like Queen’sBohemian Rhapsody” or The Beatles’Hey Jude” have unforgettable melodies and choruses that have echoed through generations.

In more recent times, tracks like Pharrell Williams’Happy,” Carly Rae Jepsen’sCall Me Maybe,” and Luis Fonsi’s Despacito” have become inescapable earworms. These songs share common traits: a catchy melody, a memorable rhythm, and often, an emotional or cultural resonance that makes them stick in our minds.

Spotify and the Era of Instant Gratification

Spotify and similar streaming services have also influenced the musical landscape, particularly in how songs are structured. In an era where listeners’ attention must be captured swiftly, long intros are becoming relics of the past. Artists are now more inclined to deliver an instant hook to engage listeners from the outset.

This shift is a response to the streaming algorithms and user behaviours, where songs are often judged within the first few seconds. As a result, musicians craft their tunes with immediate appeal in mind, knowing that a strong start increases the chances of a song being added to playlists, shared, and remembered.

TikTok’s Influence: The ‘Oh No’ Phenomenon

TikTok, with its bite-sized, viral content, has become a maestro in creating and spreading earworms. Take the “Oh No” song, for instance. This track, often used in TikTok reels, epitomises how just a few seconds of a song can burrow into our collective consciousness.

The platform’s format encourages the use of short, catchy snippets of music – often just the hooks or the most memorable parts of a song. This means that while the entirety of a track might not be universally recognized or appreciated, its hook becomes a viral sensation, echoing through countless videos and, subsequently, in our minds.

How to Make Your Next Hit an Earworm – Regardless of Genre

Creating an earworm is a blend of art and science. If you want to turn your next single into one while maintaining your unique sonic signature and creative integrity, follow these tips and pray the earworm gods are feeling kind!

  1. Embrace Simplicity: A simple, memorable melody is often the backbone of an earworm. Earworms stick because they’re easy to remember and repeat. However, simplicity doesn’t mean mundane. It’s about finding that sweet spot where a tune is both catchy and has depth.
  2. Incorporate Repetition: Repetition is a key ingredient in making a song stick. Repeating melody lines or choruses helps embed the song in the listener’s memory. However, too much repetition can make a track monotonous – balance is key.
  3. Craft a Strong Hook: The hook is the most memorable part of a song, often a line or a riff. It should be distinctive and catchy, but it doesn’t have to conform to a formula. Let your creativity guide you to a unique and engaging hook.
  4. Play with Rhythm and Beats: A compelling rhythm can be just as catchy as a melody. Experiment with different beats to find one that’s infectious and speaks to rhythmic pulses.
  5. Use Lyrics Wisely: Words are powerful. Choose lyrics that resonate, are easy to remember, and evoke emotions. Sometimes, the most profound messages are conveyed in the simplest words.
  6. Incorporate Familiar Sounds: Using familiar sounds or chord progressions can make a song more relatable; to make them memorable, blend them with original elements.
  7. Experiment with Instrumentation: The choice of instruments can greatly affect how a song is perceived. Unusual or unexpected sounds can make your song stand out, but they should complement, not overpower the melody and lyrics.
  1. Consider the Song Structure: Traditional song structures are popular for a reason – they work. But don’t be afraid to break the mould. Sometimes, an unconventional structure can make a song more memorable.
  1. Focus on the Emotional Connection: Music is about emotion. A song that evokes feelings, whether it’s joy, sadness, nostalgia, or excitement, is more likely to become an earworm. Let your emotions guide your creative process.
  1. Stay True to Your Artistic Voice: Don’t sacrifice your unique style and expression for the sake of popularity. The most enduring songs often come from a place of authenticity.

Have an earworm to share with us? Submit your music today to be featured on our award-winning music blog.

Article by Amelia Vandergast

Why Musicians Shouldn’t Overlook TikTok’s Influence Over the Music Industry

TikTok’s ability to catapult musicians into the viral fame stratosphere is hardly the music industry’s best-kept secret. Everyone from Lil Nas X to Selena Gomez to Lizzo to Doja Cat owes some degree of their success to the platform, which is often largely disregarded by people outside the Gen Z generation as a breeding ground for narcissism.

The controversial platform has also proven efficacious in turning older songs into new viral hits, which find their way back into the charts or reach the music charts for the first time. While there is some degree of luck and chance to the viral TikTok fame formula, there are ways to increase your chances of ensuring your music resonates with the new generation of music fans.

In this article, we will touch on how to leverage the platform for success, in the same vein as Mother Mother, and how TikTok fame translates to success outside of the platform.

How Mother Mother’s 2008 Single Shot to Viral Fame Overnight in 2021

The Canadian indie band Mother Mother is a testament to the power of adaptation and evolution. Their journey, particularly post their viral TikTok fame in 2020, is a fascinating narrative of how modern platforms can redefine an artist’s journey to success. After 15 years of steady, yet under-the-radar, work in the music scene, Mother Mother’s trajectory took a dramatic and unexpected turn, thanks to the social media powerhouse.

The band experienced a seismic shift in their career when their 2008 album ‘O My Heart’ found unexpected fame on TikTok. The standout track ‘Hayloft’ became a viral sensation, amassing over 635,000 videos on TikTok and nearing 263 million streams on Spotify. This surge in popularity was a stark contrast to their status two years prior, where they had approximately 1.08 million monthly Spotify listeners. Post-viral success, this number skyrocketed to 7.33 million, peaking at 8.17 million in April 2021.

A review of double release from 'Mother Mother', the band who shot to  popularity thanks to TikTok - Brig Newspaper

Interestingly, ‘Hayloft’ was originally deemed too unconventional for mainstream radio, the song found its audience over a decade later among the Gen Z users of TikTok. Its quirky, genre-bending nature resonated with a generation known for its embrace of diversity and rejection of traditional norms.

The band’s response to this newfound fame was ingeniously strategic in 2021, they released ‘Inside’, an album that came 13 years and five albums after ‘O My Heart’. This release was followed by an intriguing move – the tease and eventual release of ‘Hayloft II’, a sequel to their viral hit. This sequel was part of an extended version of ‘Inside’, offering fans a fresh take on the beloved ‘Hayloft’ melody and lyrics.

This strategic release sequence not only maintained the momentum but also deepened the engagement with their audience. Within a week of its release, ‘Hayloft II’ was used in over 35,000 TikTok videos and garnered 3.4 million streams on Spotify, with the music videos for both ‘Hayloft’ tracks collectively hitting 2.5 million views on YouTube.

How to Gain Traction on TikTok

Mother Mother’s story is a striking example of how artists can leverage viral success to not only sustain but also expand their creative horizons. While Mother Mother’s fame even left the band perplexed as to how it happened and not every artist can bank on winning the same virality lottery, musicians wanting more traction behind their careers shouldn’t overlook the platform’s influence over the music industry. Here’s how to get started.

  1. Leverage Trends and Challenges: TikTok thrives on trends and challenges. Musicians can gain traction by creating content that fits into or inspires these trends. Creating a catchy, easily replicable hook can encourage users to create their own content with the song, amplifying its reach.
  2. Authentic Engagement: TikTok users value authenticity. Musicians who engage genuinely with their audience, respond to comments and participate in trends themselves can build a loyal following.
  3. Collaborations: Teaming up with popular TikTok creators or other musicians can expose an artist to new audiences. Collaborations can take the form of duets, challenges, or simply using each other’s music in videos.
  4. Consistent Posting: Regularly posting content keeps an artist visible and relevant. This doesn’t always mean only posting polished music clips; behind-the-scenes footage, songwriting processes, or personal stories can also resonate with audiences.
  1. Hashtag Usage: Strategic use of hashtags can increase the visibility of content. Including trending hashtags, as well as specific music-related tags, can help a musician’s content surface in more users’ feeds.
  1. Snippets and Teasers: Releasing short, catchy snippets of songs can generate interest and anticipation for the full version. This tactic can lead to users checking out the artist’s other work or streaming platforms.
  1. Adapting to the Platform: TikTok’s format favours short, engaging content. Musicians need to adapt their music to fit this format, focusing on creating impactful, concise clips that capture attention quickly.
  1. Interactive Content: Encouraging user interaction, such as asking for duets, remixes, or reactions, can increase engagement. This also gives fans a sense of participation and connection with the artist.
  1. Understanding the Algorithm: TikTok’s algorithm favours content that keeps users on the app longer. Understanding and adapting to these mechanics, such as creating loopable content or videos that encourage repeat views, can help in gaining traction.
  1. Embracing Virality: If a song or artist starts gaining traction, it’s crucial to capitalise on this momentum. This could mean creating more content around the trending song, engaging with users who make videos with it, or quickly releasing related music.

How TikTok Fame Translates to Success Away from the Platform

When a musician goes viral on TikTok, their visibility skyrockets. This newfound fame means more people are aware of the artist, which naturally leads to increased interest in their live performances, streaming their music, and purchasing their merchandise. Here’s how the success typically translates to other domains.

  1. Spotify Streams: Viral TikTok songs often lead to a surge in Spotify streams. Users who discover a song on TikTok are likely to search for the full version on streaming platforms. Additionally, TikTok’s short format leaves users wanting more, driving them to platforms where they can listen to the entire track or album.
  1. Converting Followers to Fans: TikTok followers can quickly become dedicated fans. As these followers develop a deeper interest in the artist’s work, they are more likely to buy concert tickets and merchandise. This conversion is often facilitated by the artist’s continued engagement and content creation that resonates with their audience.
  1. Cross-Platform Promotion: Musicians often use TikTok fame to promote their activities on other platforms. For instance, they can announce new music releases, concert dates, or merchandise drops on TikTok, directing traffic to Spotify, ticketing websites, or online merch stores.
  1. Algorithmic Boosts: The algorithms of platforms like Spotify often take cues from social media trends. A song trending on TikTok is likely to be featured in Spotify’s popular playlists, further increasing streams and visibility.
  1. Merchandise Sales: TikTok allows artists to showcase their personality and brand, which can be leveraged in their merchandise. Fans who feel a connection to the artist are more likely to purchase merch as a way of supporting them.
  1. Tour and Event Promotion: Artists can use TikTok to promote tours and events directly to a highly engaged audience. Viral fame can lead to rapid ticket sales, as fans are eager to experience the music they’ve enjoyed on TikTok live.
  1. Collaborations and Sponsorships: TikTok fame can lead to collaborations with other artists or brands, further increasing an artist’s exposure. These collaborations can also include exclusive merchandise or sponsored content, leading to additional revenue streams.

Conclusion

If you want to connect with the new generation of music fans, put your music in front of them. If you’re always relying on Instagram and Facebook and then lamenting about the pitiful reach of your posts, this is a sign that your social media music marketing game needs to evolve in line with contemporary digital trends.

Use TikTok to market your new releases and your older material that you think would resonate with the new generation of music fans. Pour the same creativity you use in your music into marketing it and see what mark you can make on the increasingly digital music landscape.

For more A&R advice, enquire about our artist consultancy services today.

Article by Amelia Vandergast

From Community to Consumerism: How the Music Industry Has Evolved in the 21st Century

Consumerism

As someone who follows and champions hundreds of independent and established bands, I constantly feel conflicted between wanting to show my support via my wallet and trying to keep my consumerist impulses in check.

Every week, I’m over-faced with new merch, gig tickets and physical releases, especially when Bandcamp Friday rolls around and my newsfeed is littered with bands trying to make the most out of the monthly event that allows them to save selling fees. And I get it, I really do, selling out venues, and producing new merch and physical releases is one of the only ways that independent artists can make ends meet. But in an era when music fans are feeling the pinch just as much, in a time when loneliness is on the rise and people are meeting their unmet social needs with material possessions, mindfulness of this new nefarious cultural shift is crucial.

Music Fans Aren’t Tighfisted; They’re Emptyfisted

In 2024 social media is littered with laments on how inflated the prices of seeing major artists are versus how much it costs to see a local indie act, but the closure of 125 grassroots venues in the UK in 2023 is proof that people no longer have the funds to keep venturing down to their local venue to support up-and-coming artists, let alone buy all the merch and new releases to boot. Furthermore, music fans are also constantly guilted by reminders of how their streams don’t contribute to the economic stability of artists.

British Band Makes a T-Shirt Inspired by Abysmal Spotify Royalties

Music fans cannot be blamed for how constrained their finances are; and sure, there are people out there paying three and four figures to see mainstream artists; more often than not, it is people with far deeper pockets than your average music fan. A recent study by The Food Foundation revealed that 15% of people in the UK went hungry in January 2024; the financial insecurity of artists is more of a reflection of the economic times than a lack of love for independent music. So rather than blaming them, turn your attention to the wider economy, take your ego out of the equation and realise that the income of artists is a sign of the times. To conflate the issue of the cost-of-living crisis, the number of artists releasing new music is skyrocketing. In 1984, 6,000 albums were released in the UK; in 2021, 55,000 reached streaming platforms every day. With every artist effectively tapping into the same well, is it any wonder that it running dry?

How The Music Landscape Has Evolved

The evolution of music from a community-centric tradition to a more consumer-driven industry is a complex journey. Historically, music served as a crucial part of communal life, reflecting shared experiences and cultural identities. It was an essential, unifying force within communities.

Today, the scenario has shifted significantly. The advent of digital technology has made music more accessible than ever, but it has also transformed it into a commodity. This change has particularly impacted independent artists, who are often not backed by major labels. These artists depend on income from merchandise sales, concert tickets, and music physical releases. For them, making music isn’t just about artistic expression; it’s also about economic survival.

Music fans face their own challenges in this new landscape. Amidst a cost-of-living crisis, supporting multiple artists financially can be difficult. Fans often have to make tough choices about where to spend their limited funds, which can affect how much support they can offer to their favourite artists.

The Cruxes of Consumerism in the Music Industry

Consumerism, particularly in the context of the music industry, can have detrimental effects on both artists and audiences. At its core, consumerism prioritises the acquisition of goods and services, in this case, music, over the deeper values and connections that music traditionally fostered. This shift towards viewing music primarily as a product to be consumed rather than an art form to be experienced can lead to a superficial engagement with music.

As consumerism in music has risen, paralleled by the growth of streaming platforms like Spotify, there’s been an increase in loneliness and a decrease in community-oriented experiences. Music, once a largely communal activity that brought people together for shared experiences, is now often consumed individually through headphones and screens. This isolated mode of consumption contributes to a sense of disconnection and loneliness, as the communal, connective aspects of music are diminished. Of course, gigs and festivals still exist, but many music fans have been priced out of gigs and festivals after the pandemic due to the rising costs of attending them.

Moreover, the relentless pursuit of the newest and most popular music can create a sense of inadequacy and a constant chase for fulfilment through consumption, rather than through meaningful connections and experiences. In the music industry, this can manifest as a never-ending quest for the latest hits, overlooking the deeper, more fulfilling experiences of engaging with music on a personal and communal level. This shift not only impacts listeners but also pressures artists to continuously produce content that fits the consumer mould, potentially stifling creativity and authentic expression.

Conclusion

In summary, the music industry today forces everyone within it to navigate a complex environment where artistry, consumerism, and economic challenges intersect. This situation affects artists, fans, and venues alike, highlighting the need to find a balance between the commercial aspects of music and its role as a vital cultural and communal force. It is too much to ask artists or fans to singlehandedly resolve the issue, but by being mindful of the issue and utilising technology for connection, we can at least work towards a future where artists don’t resent fans for not giving them their bottom dollar.

Article by Amelia Vandergast

Artists in the Algorithm: How to Hack the Facebook Algorithm in 2024

Facebook Algorithm

There are few things more disheartening than tumbleweed rolling over your new music announcements after you have poured your blood, sweat, tears, and limited funds into a new release. It is all too easy to take it personally, but rather than seeing it as a sign of your perpetual lack of popularity, view it as a defect in the digital landscape; one that you can work around by understanding the Facebook algorithm.

In an ideal world, you wouldn’t have to, musicians would get as much space on newsfeeds as people sharing schadenfreude memes, cat pictures and selfies with so much cleavage you might as well be on Pornhub. Unfortunately, that isn’t the digital landscape that Zuckerberg has put in front of us.

Why Facebook Feels Impossible for Musicians

The Facebook algorithm is notoriously discriminative for musicians trying to promote their music. Primarily, this algorithm prioritises personal content over promotional posts. So, when musicians share their latest tracks, these posts are less likely to appear prominently in their audience’s news feeds, especially compared to personal updates and casual content from friends and family.

Moreover, the algorithm is designed to encourage engagement (likes, comments, shares), but music posts, which might not immediately prompt such interactions, can struggle to gain visibility. This means that even if the content is high quality, it might not reach a wide audience simply because it doesn’t generate immediate reactions.

Additionally, there’s a financial aspect to consider. Facebook often promotes the use of paid advertising to increase post visibility. This model favours those who can afford to invest in advertising, putting independent artists with limited budgets at a disadvantage.

In essence, the Facebook algorithm can inadvertently side-line musicians, especially independent artists, by favouring personal, engaging content and putting a premium on paid promotions.

Furthermore, artists are put under immense amounts of pressure to keep posting regularly and make performing monkeys out of themselves to compete with the TikTok generation of narcissists whose contributions to society are lip-syncing terribly to music they didn’t create and pretending their brain cells are in shorter supply than they actually are for 15 seconds of fame.

“The platforms we have to exist on now don’t even allow us to reach the people that have gone out of their way to follow us. The algorithms want you to post daily and maybe just maybe they might reward you by sending it out to a few more of your followers. I know I can’t and don’t want to personally keep up with those expectations.” BATT

Understanding the Facebook Algorithm

AI Integration: AI plays a crucial role in personalising content by analysing user behaviour and preferences.  AI algorithms analyse a user’s past interactions on Facebook. This includes which posts they’ve liked, commented on, shared, and the time they’ve spent on different types of content. For instance, if a user frequently interacts with music-related posts, the AI is more likely to show them similar content.

Meaningful Interactions: Facebook prioritizes posts that encourage conversations and meaningful interactions. A “meaningful interaction” is a metric that goes beyond basic engagement like likes or clicks. It refers to user actions that suggest a deeper level of interest or engagement with the content.

Relevance Scores & Engagement Predictions: Each post receives a relevance score based on content type, user interactions, and viewing duration. Then, the algorithm predicts the likelihood of a user engaging with a post or page.

Content Variety: The Facebook algorithm always ensures that a balanced mix of content types (videos, photos, links, text posts) is presented to users. This may put some musicians at an unfair disadvantage if another artist’s music-related posts are promoted ahead of theirs. However, by ensuring your content is engagement-worthy, you could put yourself at an advantage.

User Control: Facebook offers features like “Show More, Show Less” for feed customisation. By ensuring that you’re only posting high-quality content, people will be less inclined to hit the “show less” button.

Hacking the Facebook Algorithm

  • Understand Your Audience: Know what is meaningful, relevant, and informative to your audience.
  • Engage with Your Audience: Prioritise meaningful interactions and respond to comments.
  • Post at Optimal Times: Maximize engagement by posting when your audience is most active.
  • Utilise Status Posts: Simple status posts can sometimes yield high engagement.
  • Leverage Your Advocates: Find ways to encourage your fans to share your content.
  • Collaborate with Influencers: Partner with influential figures in the music industry.
  • Monitor Analytics: Use insights to adjust and optimise your content strategy.
  • Use links wisely: Facebook doesn’t like posts containing links to other sites, such as Spotify, as they take users away from Facebook and Facebook’s ads.
  • Use calls to action sparingly: If your posts contain phrases like “check out our new merch”, you will be automatically downranked in the algorithm – use phrases like these sparingly.
  • Don’t go OTT on hashtags: Use a maximum of three hashtags on your Facebook posts – choose them wisely and consider using a hashtag generator.
  • Avoid Manipulating the Algorithm: Stay authentic and avoid black-hat strategies.
  • Experiment with Reels: Focus on high-quality, engaging reel content.

Facebook Reels Algorithm

If you’ve been resisting becoming a reel-generating musician, it may be time to jump on the hype if you want to conquer the Facebook algorithm in 2024. Reel addiction has become a major phenomenon for TikTok, Facebook and Instagram users. You may have even noticed that YouTube has become proliferated by YouTube Shorts. The obsession with reels boils down to the dopamine hits from watching short-form videos; the dopamine hits trap people in a cycle of watching them due to the sense of reward and satisfaction. If you’re interested in taking advantage of people’s reel addictions (yes, I do feel a bit sickened with myself writing that!), keep the duration as short as possible (15 – 30 seconds), be as entertaining and engaging as possible, use built-in tools effectively, film clear audio, use good lighting and always shoot vertically.

By understanding and adapting to these algorithmic nuances, musicians can significantly enhance their visibility and engagement on Facebook in 2024.

For more advice on how to market your music, enquire about our artist consultancy services, or keep following our blog for more tips on how to navigate the tempestuous waters of the music industry in 2024.

Article by Amelia Vandergast

The Silence of Oppression: How Totalitarianism Inhibits Culture and Expression

Culture

As the quote “Give them bread and circuses, and they’ll never revolt” from one of Ancient Rome’s most observational poets, Juvenal, is now circulating throughout social media in the form of a meme, in a time when grassroots venues are under threat and it is getting increasingly harder for anyone but industry plants to make their mark, I couldn’t help but question the intentionality of the silence of oppression.

The suppression of culture and expression by oppressive regimes has long been a means of population control and is a multifaceted and deeply intricate issue, intertwining the threads of power, fear, and human psychology. This article will explore the phenomenon of artistic expression, highlight contemporary instances of suppression and propose ideas of how to evoke positive cultural change.

Eduphile on X: "Give them bread and circuses and they will never revolt.  https://t.co/evtohzST5q" / X

How and Why Culture is Quashed for Control

At its core, culture is the heartbeat of a society’s identity, a vibrant symphony of ideas, art, language, and customs. It’s a mirror reflecting the collective soul of a people. When a regime feels threatened by the power of this reflection, it may attempt to shatter the mirror, fearing that the image it casts could inspire dissent or challenge the status quo.

Suppressing culture and expression serves several nefarious purposes:

Erasure of Dissenting Voices: By muzzling poets, artists, and thinkers, regimes attempt to silence the voices that question, challenge, and inspire. In the absence of these voices, a monochrome narrative prevails, one that paints the regime in an unchallenged light.

Control Through Fear: The suppression often involves punitive measures against those who dare to express dissenting views. This creates an atmosphere of fear, discouraging others from stepping out of line. It’s a chilling effect, where the mere possibility of repercussions leads to self-censorship.

Manipulation of Identity: By controlling cultural outputs, regimes can rewrite history, manipulate national identity, and create a version of reality that serves their interests. This can be a powerful tool in shaping public perception and loyalty.

Distraction and Diversion: Here, Juvenal’s insight rings particularly true. By providing the masses with superficial entertainment (“circuses”), regimes can distract them from more pressing issues. This diversion can be a potent tool in keeping the populace preoccupied and complacent.

Fragmentation of Society: By suppressing certain cultural aspects while promoting others, regimes can create divisions within society. This ‘divide and rule’ strategy ensures that a united front against the regime is less likely to form.

In essence, oppressive regimes fear the power of culture and expression because they are catalysts for change and revolution. They are the sparks that can ignite the fire of dissent. By suppressing these elements, regimes maintain their grip on power, often at the cost of the human spirit and the vibrant mosaic that makes up a society’s true identity.

How Creativity is Being Progressively Inhibited in the UK

While some of the challenges faced by artists and other creatives in the UK can be considered unintended consequences of governmental policies and the damage done by the COVID-19 pandemic, it unequivocally cannot be argued that the current government is doing its best to see culture thrive following Brexit.

Here are a few examples of how the current government has damaged culture in the UK:

Funding Cuts to the Arts:

Over recent years, there has been a trend of reduced funding for the arts. Local councils, facing budget cuts from central government, have often found themselves needing to reduce spending on cultural initiatives. This has led to a decrease in support for local arts projects, community programs, and educational initiatives in the arts. For some perspective, since 2010, spending on arts development and support has been almost halved from £3 to £1.52 per person.

Changes in Education Policy:

The emphasis on the English Baccalaureate (EBacc) in schools, which prioritises core academic subjects, has led to a decline in the uptake of creative subjects like music, drama, and art. This shift potentially impacts the long-term health of the UK’s cultural sector by reducing early exposure to and engagement with the arts.

“Arts subjects are disappearing from the curriculum in England at a frightening rate, and we should all be alarmed. The damage goes far beyond the economic; it requires a long-term coherent plan and investment in creative arts education. We know that governments often struggle to value what they can’t easily measure. This government appears to be incapable of valuing even the things that it can.”  Michele Gregson, CEO, National Society for Education in Art and Design

Gentrification and Cultural Spaces:

Urban development and gentrification in cities across the UK have led to the closure of numerous grassroots music venues and art spaces. While not directly a government policy, there is a perception that local and national government policies have not sufficiently protected these cultural hubs. 2023 was dubbed the worst year for grassroots venue closures, with a total of 125 grassroots venues closing each week.

It’s important to recognise that these issues are often interlinked and can have a cumulative effect on the cultural landscape. While not always a direct result of government policy, these factors can create an environment where cultural expression and development face significant challenges.

What Will Make the UK Culturally Thrive Again?

Reversing the damage done to the UK cultural sector requires a multifaceted approach, involving both government intervention and grassroots initiatives. The goal is to create a sustainable and vibrant cultural ecosystem that supports artists, cultural institutions, and the wider community.

The potential strategies to reverse cultural damage should start with increasing government funding, implementing tax reliefs and other incentives, offering grants and scholarships, negotiating better terms for UK touring artists following Brexit and reinforcing the importance of education policy.

From there, protective measures for independent venues and cultural hubs must be put in place, followed by local cultural initiatives and partnerships between the private sector and cultural institutions. The mainstream media will also have a role to play in promoting UK cultural content, and ensuring diverse representation is key to ensure everyone has a voice in the future of the cultural sector.

By implementing these strategies, the UK can not only work towards reversing the damage done to its cultural sector but also lay the foundation for a more resilient and flourishing cultural landscape in the future.

Article by Amelia Vandergast

How ‘The Brit Fest’ Became a Tragic Sign of the Post-Brexit Live Music Industry

The Brit Fest

The announcement of The Brit Fest, the inaugural event celebrating “the best of British”, may have stoked excitement in music fans who don’t need much persuasion to partake in nostalgia, but beyond the surface of the line-up poster, the festival is a tragic symbol of post-Brexit Britain.

With its red, white, and blue iconography all over the festival posters and official website, the festival seems less a celebration and more a British funeral for festivals as we knew them. This event, set against the backdrop of a nation grappling with its identity and economic challenges post-Brexit, stands as a stark reminder of the changes sweeping across the UK.

Clinging to National Pride

In the wake of Brexit, the UK’s economy has taken a significant hit; a recently published report, which came to light in January 2024, revealed that the UK economy is now almost £140 billion smaller as a result of the majority of voters ticking ‘leave’ on their ballot papers following an obscurely deceiving pro-Brexit campaign. This economic downturn has left many Brits searching for a semblance of hope and assurance, clinging to national pride as their last lifeline. The Brit Fest, in this context, is more than just a festival; it’s a desperate grasp at the straws of national identity and pride, a way for people to reassure themselves that leaving the EU was a beneficial move and the democratic decision wasn’t the sole reason for the cost-of-living crisis that is gradually crippling us.

The Struggle of Festival Organisers

The challenges of post-Brexit Britain are not limited to the economy but extend to the cultural sector as well. UK festival organisers are facing a tough time as American headline acts are increasingly shunning UK festivals. This trend is a direct consequence of the economic and logistical complications brought about by Brexit, making the UK a less attractive destination for global artists. The Brit Fest, focusing on homegrown talent, is a response to this new reality, where international acts are harder to secure.

Don’t get me wrong, I’m all for celebrating and championing British artists, but this celebration of cultural alienation is a dystopic stretch too far in our era where everything is a culture war because we’ve got no culture (in the truest definition of the word) left to celebrate. The collective nationalistic flagellation is a worrying symptom of a society grasping at the echoes of a bygone era, mistaking loudness for substance and spectacle for depth. In this clamour, the true essence of artistry – the raw, unvarnished expression of the human condition – is drowned out by the cacophony of jingoistic fervour. It’s as if we’re in an amphitheatre, where the loudest cheer, not the most profound message, wins the day.

A Homage to Nostalgia

Despite its patriotic veneer, The Brit Fest is essentially a homage to nostalgia. Described by The Manc as “a pure throwback”, the festival mostly features a lineup of British artists from years gone by, evoking memories of a different era in British music. This focus on the past highlights a longing for a time before the complexities and uncertainties of the post-Brexit landscape. It’s a celebration of what was, perhaps, in an attempt to escape the realities of what is. If you want to learn more about why people are being drawn to nostalgia like moths to a flame, read our piece on the neurology of nostalgia and the price the music industry pays for it.

The Brit Fest is An Emblem of Stagnancy in the UK Music Industry

With Bonnie Tyler, Scouting for Girls, Kim Wilde, Heather Smalls, Starsailor, Toploader and Dodgy as the biggest acts on the bill at The Brit Fest, the festival poster proves what happens when the music industry becomes stagnant and refuses to let new bands rise to the top.

Even though music fans would be forgiven for thinking that there are no new bands worthy of securing headline festival slots, that is far from the case. The UK music scene is as vibrant and diverse as it has ever been – bands just can’t grab the same slices of global acclaim as their predecessors, and there are multiple reasons behind this depressing phenomenon.

Changes in the Music Industry

The music industry has undergone significant changes in the last few decades. The rise of streaming services and the decline of traditional album sales have altered how artists gain exposure and make money. This shift has impacted bands worldwide, but British bands, which traditionally relied heavily on album sales and extensive radio play, may find these changes particularly challenging.

Globalisation and Diversification of Music

With the advent of the internet and social media, the music market has become more globalized and diversified. Listeners have access to a vast array of music from all over the world, which means that competition is no longer local or even national but global. This increased competition can make it harder for any one group, including British bands, to dominate.

Cultural Shifts

In the past, British bands like The Beatles, The Rolling Stones, and later Oasis, were part of larger cultural movements that had significant international appeal. The cultural shifts of today might not be as conducive to bands playing a central role, or the movements themselves are more fragmented and diverse.

Economic and Logistical Challenges

For new bands, touring and getting exposure can be expensive and logistically challenging. This is particularly true in the post-Brexit era, where touring in Europe, a key market for British bands, has become more complicated and costly due to new regulations and visa requirements.

Media Focus

The media landscape has also changed, with a more fragmented audience and a shift towards reality TV, solo artists, and celebrity culture. Bands might not receive the same level of media attention as they did in the past, making it harder to gain widespread recognition.

Nostalgia and Comparison with the Past

There’s also a factor of nostalgia and the tendency to compare contemporary music unfavourably with the past. The British bands of the 60s, 70s, and 90s set a very high bar, and contemporary bands are often measured against these legends, which can overshadow their achievements.

In conclusion, The Brit Fest, with its nostalgic line-up and patriotic branding, stands as a symbol of the times – a post-Brexit Britain struggling to redefine its identity and place in the world. It’s a festival that is as much about music as it is about the collective psyche of a nation trying to find its footing in a new, uncertain era.

To learn more about how Brexit has impacted the music industry, read our statistical overview of the crushing blow of Brexit on the music industry.

Article by Amelia Vandergast

The Meaninglessness of the UK Misogyny in Music Inquiry

Misogyny

The UK Parliament’s Women and Equalities Committee (WEC) has recently concluded an extensive inquiry into the pervasive ‘Misogyny in Music’, a probe that spanned over a year and a half. The committee’s findings, encapsulated in a hard-hitting report, lay bare the stark realities faced by women in the music industry. The report begins with a powerful statement, highlighting the myriad challenges women encounter, ranging from limited opportunities and support to gender discrimination, sexual harassment, and the ever-present issue of unequal pay in a sector rife with self-employment and gendered power imbalances.

Despite some progress in representation, the report underscores that these issues are deeply ingrained and further exacerbated for women contending with intersectional barriers, especially racial discrimination. The report delves into these issues in detail and puts forth several recommendations. For the British government, these include enhancing protections against sexual harassment and discrimination for freelance workers and legislating against the use of non-disclosure agreements (NDAs) in cases of sexual abuse, harassment, misconduct, and bullying. The music industry is also addressed with recommendations such as labels committing to regularly publish data on the diversity of their creative rosters and workforces, including gender and ethnicity pay gaps. Furthermore, the report suggests licensing recording studios with a sexual harassment risk assessment, a mandatory accreditation programme for music managers, and incorporating conditions to tackle bias, harassment, and abuse in the licensing rules for music venues.

However, the report also takes a broader societal perspective, stressing the need for educating boys and men on misogyny and consent, and how to respect and support women better, acknowledging that these issues are often unfairly deemed as solely women’s concerns. The report’s release has prompted responses from various industry bodies, acknowledging the gravity of misogyny in music and society and the need for concerted efforts to address it. The British Phonographic Industry (BPI) and UK Music have expressed their commitment to tackling these issues, emphasising a zero-tolerance approach to misogyny and discrimination.

…If It Sounds Too Good to Be True, It Probably Is

Amidst these developments, there’s a palpable sense of scepticism about the potential for real change. The UK is on the cusp of a general election, with the ruling Conservative party, in power since 2010, now facing a resurgent opposition Labour Party. The government’s current focus seems to be on internal politics, quick-fix policies, and cultural battles, leaving issues like misogyny in the music industry on the back burner. While individual MPs, including committee chair Caroline Nokes MP, have shown commitment to these issues, the transformative change needed in the music industry’s heart, as Nokes points out, seems a distant dream.

The report, though clear in its recommendations, may only see significant attention post-election, possibly under a new government. Of course, there is no guarantee that the Tories won’t get to extend their tyrannical rule over the UK, and let’s not forget, the Conservative Party is just as misogynistic as what they are pretending to go up against to benefit women in the music industry. Remember when they trashed tackling sexism and racism as ‘woke concerns’? Remember when Caroline Nokes called the party institutionally sexist? Remember when the home secretary, James Cleverly, made a date rape joke? Don’t fall for the populist agendas.

As much as I would love to see the music industry become a meritocracy that is free from misogyny, that optimism doesn’t make me naïve enough to believe that the UK government is going to do anything to support musicians in any capacity. In recent years, the music industry has been decimated by Brexit, the pandemic, the cost-of-living crisis and the general lack of appetite for new music because nostalgia tastes so much sweeter when modernity is sour. Not all of the above can be pinned on our current government, but they certainly haven’t helped with their proclivities towards disaster capitalism.

5 Ways the UK Government Has Failed to Support the Dilapidating Music Industry

  1. Inadequate Support for Live Music During the Pandemic: One of the significant failures of the UK government in recent years was the lack of appropriate support packages for the live music industry during the COVID-19 pandemic. The sector, which heavily relies on live performances and events, was one of the hardest hit, yet the government’s response was criticised for being insufficient to address the unique challenges faced by artists, venues, and support staff.
  2. Unresolved Streaming Royalty Issues: Despite numerous reports and discussions highlighting the unfair distribution of streaming royalties, the UK government has been slow to address these concerns effectively. Many artists and industry professionals have expressed frustration over the lack of concrete action following inquiries into streaming services, which continue to leave many artists under-compensated for their work.
  3. Brexit’s Impact on Touring Artists: The government’s Brexit plans significantly impacted the music industry, particularly in terms of touring. The lack of consideration for artists and musicians in the Brexit negotiations led to increased bureaucracy, visa issues, and transportation costs for UK artists touring in the EU. This oversight has been seen as a failure to acknowledge and support the international aspirations and careers of UK-based artists.
  4. Underfunding of Music Education: The UK government has also been criticised for its underfunding of music education in schools. This lack of investment not only diminishes the quality of music education available to young people but also impacts the long-term sustainability of the music industry by failing to nurture the next generation of UK talent.
  5. Neglecting the Grassroots Music Venues: Grassroots music venues, crucial for the development of emerging artists, have faced neglect and lack of support from the government. These venues, often the starting point for many successful musicians, have struggled with issues like rising rents and strict licensing laws, with little to no governmental intervention or support to address these challenges, leading to closures and a diminishing music scene at the local level.

Article by Amelia Vandergast

The Parallels Between Legacy Acts’ Faux ‘Farewell’ Tours and Independent Artists Deceptively Using Scarcity Marketing

Farewell Tours

After Ozzy Osbourne decided that his No More Tours tour (1992) and his No More Tours II (2018) tour didn’t give him the chance to properly say goodbye to his fans leading to the announcement of more farewell shows at Aston Villa, I couldn’t help but delve deeper into the phenomenon of faux farewell tours as a marketing ploy and how they correlate to independent artists deceptively using scarcity marketing to sell tickets.

While I understand that independent artists need to use a ‘by any means necessary’ ethos to shift tickets and ensure there are more punters than staff in a venue, there are infinitely better ways to promote gigs than by manipulating fans and gaslighting them into believing they will be among throngs of other people when really, they will rock up and awkwardly try to fill space in an almost entirely empty room.

And, of course, while some false alarm farewell tours may be completely innocent and playing one shouldn’t mean that the door to the live music industry is closed forever, manipulative marketing can corrode the relationship between artists and fans through loss of trust and diminished loyalty when it becomes apparent that short-term gains are more important than long-term relationships. Even though there is never any lack of interest in comeback tours which follow farewell tours, for fans who have gone out of the way to attend final shows, it is natural that a significant proportion of them will be left feeling exploited after being driven by the compulsion to see the final chapter in that band’s live performance history.

The Infinite Loop of Farewell & Comeback Tours

The music world is rife with tales of bands and artists who’ve announced their final tours, only to return to the stage later. Here are just a few examples.

  • The Rolling Stones has hinted at retirement several times over the decades. Despite numerous ‘farewell’ tours, they continue to surprise fans with new tours – take every farewell from the Stones with a pinch of salt.
  • Cher is known for her spectacular ‘farewell’ tours and has made a habit of retiring and then returning to the stage. Her ‘Living Proof: The Farewell Tour’ (2002-2005) was followed by a Las Vegas residency and the ‘Here We Go Again Tour’ in 2018.
  • Jay-Z announced his retirement in 2003 with The Black Album. However, this retirement was short-lived, as he returned with Kingdom Come in 2006 and has been active in the music scene ever since.
  • Mötley Crüe signed a ‘cessation of touring’ agreement in 2014, declaring they would never tour again after 2015, Mötley Crüe blew up the contract in 2019 and announced their return to touring.
  • LCD Soundsystem announced their disbandment in 2011, complete with a grand farewell concert at Madison Square Garden. However, they reunited in 2015 and have been active since.
  • Fleetwood Mac, known for their tumultuous band dynamics, has had several ‘final’ tours. Despite various line-up changes and farewell tours, they continue to reunite and perform.
  • KISS embarked on a ‘Farewell Tour’ in 2000-2001. However, they returned to touring and have continued to perform live, including their ‘End of the Road World Tour’ which started in 2019.

How Farewell Tours Are a Highly Effective Marketing Ploy

To understand why some artists may keep coming back time and time again, it is crucial to understand what the announcement of such a tour can do to the ticket-buying public.

Creating a Sense of Urgency

The announcement of a ‘final’ tour creates a sense of urgency among fans. It’s the last chance to see the artists perform live, or so it seems. This urgency can drive ticket sales, as fans rush to seize what they believe is a once-in-a-lifetime opportunity.

Amplifying Emotional Engagement

Farewell tours often strike a deep emotional chord. They’re not just concerts; they become poignant events, celebrations of an artist’s career. This emotional angle can be a powerful driver for fan engagement and can elevate the perceived value of attending the concert.

Boosting Publicity and Media Coverage

Announcing a farewell tour is a surefire way to capture the media’s attention, generating buzz and heightened publicity. This increased media coverage can translate into broader awareness and potentially attract even casual fans or those who might not have considered attending a concert otherwise.

Reinvigorating Interest in the Artist’s Work

A farewell tour can also reignite interest in an artist’s discography, leading to increased sales of albums, merchandise, and digital streams. It’s a way of putting the spotlight back on their body of work, perhaps introducing it to new audiences.

Setting the Stage for a Comeback

In the rhythm of music careers, a ‘farewell’ tour followed by a comeback can be a strategic move. The return can be marketed as a triumphant or unexpected encore, tapping into the joy and relief of fans who thought they had missed their last chance to see their favourite artists perform.

Financial Incentives

Lastly, the financial aspect cannot be overlooked. Farewell tours often command higher ticket prices and can be more lucrative due to their ‘last chance’ nature. A subsequent comeback tour can then capitalise on the renewed or sustained interest.

While not all farewell tours are disingenuous, the pattern of artists returning after a ‘final’ tour suggests that, in some cases, these farewells are more of a strategic intermission than a true finale.

How Independent Artists Try Their Hand at Music Marketing Manipulation

Independent musicians often employ scarcity marketing when selling gig tickets as a strategic way to create a sense of urgency and exclusivity, which can boost sales and fan engagement by exploiting music fans’ compulsion to do whatever they can to stave away fear of missing out. However, when it is all smoke and mirrors and no urgency is needed, attending the show can be the anti-climax of the gig-purchasing and attending experience. You know what, I’m not even going to say anything else on this note; I will just leave you with the comedian Josh Pugh’s parody of independent artists trying to shill tickets in this way.

If you are looking for better ways to shift tickets to upcoming shows, read our blog on how to promote gigs in a fragile live music industry.

Article by Amelia Vandergast

The Rise of the Stan: Do Parasocial Relationships Help or Hinder Independent Musicians?

Parasocial Relationships

Have you ever noticed that reactions to music and its creators rarely deviate from disdain, ambivalence, and obsession? In this article, we will be deep diving into the phenomenon of parasocial relationships, and the prominence of Stans, looking into how their psychology and slightly worrying tendencies are shaping the industry.

What Are Parasocial Relationships?

Parasocial relationships, a term coined in the 1950s by social scientists Donald Horton and R. Richard Wohl, describe a unique kind of psychological connection individuals develop with media figures – be they characters in a TV show, celebrities, or even fictional characters in literature. Unlike traditional social relationships, parasocial interactions are one-sided. The audience member or fan feels a bond and a sense of friendship with the figure, but this feeling is not reciprocated as the media figure is often unaware of their existence.

In the realm of parasocial relationships, the boundaries between reality and fiction often blur. Fans might follow every detail of a celebrity’s life or feel deep emotional connections with a character from a novel or film. This phenomenon has been amplified in the digital age, where social media platforms create an illusion of intimacy and accessibility with public figures. Followers are privy to daily updates, personal thoughts, and behind-the-scenes glimpses, fostering a sense of closeness that might feel akin to a real friendship.

While parasocial relationships can provide comfort and a sense of belonging, they also raise questions about the nature of celebrity culture and the impact of media consumption on our understanding of real-world relationships. In a world increasingly mediated by screens, discerning between genuine social connections and one-sided parasocial interactions becomes both a philosophical and psychological challenge, echoing the complexities of human emotion and connection in the modern age.

The Rise of the Stan

In the ever-evolving lexicon of the music industry, the term ‘Stan’ – a blend of ‘stalker’ and ‘fan’ – has emerged to describe a new breed of superfan. Coined from Eminem’s 2000 song of the same name, a ‘Stan’ epitomises an intense, often obsessive adoration for a particular musician or band. These fans don’t just appreciate the music; they form a deep, one-sided bond with the artist, sometimes blurring the lines between admiration and obsession, and taking their parasocial relationships one step beyond. The epitome of this behaviour was noted in 2023 when Taylor Swift fans, or Swifties, ensured TikTok knew that they were wearing adult diapers to her Eras tour so that they wouldn’t miss a track on a bathroom break.

The Challenge for Emerging Artists

This intense fandom culture poses a unique challenge for up-and-coming musicians. In a landscape where Stans dedicate their time, energy, and resources to established artists, emerging talents often struggle to capture the attention of potential fans. The music industry, known for its competitiveness, becomes even more daunting when fans are preoccupied with their parasocial relationships. These fans, deeply invested in the lives and careers of their favourite artists, may overlook the rich tapestry of new music blossoming around them. This tunnel vision can stifle the growth of emerging artists who lack the fanbase and resources to compete for attention.

The Gig-Going Dilemma

The phenomenon extends into the live music scene. Hardcore fans may choose to follow their favourite artist across the country, or even continents, pouring their gig-going funds into a singular musical experience. This trend impacts the diversity of the live music scene, as fans funnel their resources into seeing one artist multiple times rather than exploring a variety of performances. This behaviour not only limits the fans’ musical exposure but also restricts the audience pool for independent artists who rely on live gigs for exposure and income. Of course, the obsessive need to see every performance supplements the income of the idolised artist but it speaks volumes of where we are in society today. Primarily, these kinds of gig-going habits are a result of people seeking community in an increasingly individual reality, their inability to sate their need for emotional connection elsewhere, and a side-effect of another widespread phenomenon, FOMO.

The Pressure to Please

For musicians, particularly independent artists, the rise of the Stan culture brings added pressure to maintain a certain persona and continuously engage with their fanbase. The expectation to create personal content and invite fans into their private world can be overwhelming. This constant demand for accessibility and intimacy can exacerbate mental health strains, as artists grapple with the need to balance their personal lives with the expectations of their fans. The pressure to keep Stans engaged can lead to burnout and anxiety, as artists feel compelled to sustain the parasocial relationship that their fans have come to expect.

Navigating the Stan Culture

The Stan culture, while showcasing the passionate side of music fandom, presents a complex landscape for both artists and fans. For emerging musicians, breaking through the noise requires innovative strategies to attract fans who might be preoccupied with established artists. It involves creating not just music, but a narrative that resonates with listeners, encouraging them to expand their musical horizons.

For established artists, managing the expectations of Stans while maintaining personal boundaries is a delicate balancing act. It’s about fostering a healthy fan relationship that respects the artist’s privacy and well-being. The industry, as a whole, needs to cultivate a more sustainable fan culture, one that celebrates diverse musical experiences and supports the mental health of both artists and fans.

In Conclusion

While parasocial relationships can create a vibrant and dedicated fanbase, they also pose challenges for the music industry, particularly for independent artists. Navigating this landscape requires a nuanced understanding of fan dynamics and a commitment to promoting a healthier, more inclusive music culture. As the industry evolves, so too must our approach to fandom, ensuring that it enriches rather than hinders the musical experience for all involved.-

For more advice on how to harness superfan power, read our blog on how independent musicians can reap the benefits of nurturing parasocial relationships with their fans.

Article by Amelia Vandergast

Independent Venue Week: Is IV24 An Exercise of Futility?

Independent Venue Week

Following the announcement from Music Venues Trust (MVT) which disparagingly revealed that 2023 was the worst year for UK venue closures after 125 venues showcased their last performance, 4,000 jobs were lost, and 14,500 events were cancelled, there is growing speculation over whether Independent Venue Week (IVW) can make a modicum of difference to the 80 music venues which are currently in crisis. This crisis is exacerbated by the cost of living, high rent rates, and increased utility costs. The Trust’s CEO, Mark Davyd, has called for “radical intervention” from the government, the music industry, artists, and fans to prevent further closures.

Is IVW24 An Exercise in Virtue-Swathed Futility?

IVW24 is set to take place from the 29th of January to the 4th of February. Once again, it is being marked as a seven-day celebration of music venues up and down the UK and the people who tirelessly attempt to keep them afloat.

But is it really anything more than attaching the IVW logo to gig posters for events scheduled to take place in the IVW timeframe? Is it enough to convince music fans to come out in droves to see up-and-coming and established bands? I, for one, am struggling to see the impact that Independent Venue Week will have on ticket sales. Even though I would love to see the initiative have a profound effect and give venue owners a reprieve from their financial anxiety, optimism is in short supply in the wake of the 193,230 opportunities that were lost for musicians through the closure of venues in 2023.

Sure, IVW has developed a line of merchandise. Even though there is absolutely no indication that purchasing one of the t-shirts will contribute to the rising costs of keeping the lights on and the PAs plugged in at music venues. And Huw Stephens and Steve Lamacq will be taking their BBC 6 Shows on the road, but it feels as though the music industry is going to need to put a far juicier carrot on the end of the stick to amp up the enthusiasm to purchase gig tickets. Stephens and Lamacq’s tour is a step towards raising awareness and support for these venues, but it underscores the need for more substantial and sustained efforts to safeguard the future of the UK’s music ecosystem.

“IVW is nothing more than an opportunity to promote big acts, not independent music. As a volunteer at an IVW event, I was treated poorly, working tirelessly without even so much as a bottle of water in return, meanwhile the venue staff didn’t get paid for the extra hours put in – so much for celebrating them. Every year it gets more contrived.”anonymous

With music fans more mindful of their budget than ever before given that there is no end to the cost-of-living crisis in sight, it is somewhat naïve to expect this event can even make a dent in the financial strain felt by independent music venues.

What is Independent Venue Week?

Independent Music Venue Week is a celebration of the spirit and uniqueness of independent music venues. It’s akin to a week-long festival, but instead of being confined to one location, it sprawls across the UK’s independent music venues, showcasing their importance and the diverse talent they support.

Origins and Evolution:

Inception (2014): IVW was launched in 2014. The idea was to shine a spotlight on the heroes who own and run these venues. It’s a nod to the places that often serve as the nurturing grounds for musicians, offering them their first stages and helping to shape their careers.

Growth and Development: Over the years, IVW has grown significantly. From a handful of venues in its early days, it has expanded to include hundreds of venues across the UK. Each year, the event sees a series of gigs and talks taking place over a week, usually at the end of January or the beginning of February. This timing is strategic, as it falls at a quieter time of the year for these venues, giving them a much-needed boost.

Impact of COVID-19: The pandemic brought unprecedented challenges to the live music scene. IVW adapted by incorporating virtual events and fundraising efforts to support struggling venues. This period highlighted the fragility of independent venues and galvanized public and industry support for them.

Key Figures and Involvement:

Sybil Bell: The founder of IVW, Sybil Bell, has been a crucial figure in the initiative. Her vision and dedication have been instrumental in driving the event forward and raising awareness about the importance of independent venues.

Artists and Bands: Each year, a mix of well-known and emerging artists participate in IVW. These artists often have a personal connection to these venues, having started their careers on similar stages. Their involvement brings attention and crowds, vital for the venues’ survival.

Partnerships and Support: IVW has garnered support from various organizations, including Arts Council England. Partnerships with music industry bodies, media, and sponsors have helped in amplifying its impact.

Government Recognition: The initiative has also previously received acknowledgement from the UK government, highlighting its cultural significance and the need for supporting grassroots music venues.

In Conclusion

To truly make a difference, IVW and similar initiatives must go beyond annual celebrations and become part of a larger, concerted effort to address the financial and structural challenges facing independent music venues. This could include advocating for policy changes, creating sustainable funding models, and fostering a culture of continuous support from the music community and the public. Only through such comprehensive and ongoing efforts can the decline of these cultural hubs be halted and reversed.

For more music news, keep following our blog, which has recently been voted by Vuelio as one of the top 10 UK music blogs in 2024. We always have room to feature new music from up-and-coming artists and help them cut through the oversaturated static. Submit new music today.

Article by Amelia Vandergast