Written by Larry Butler —
1. Return of Real Songs
Millennials will come out of their collective fog and realize that what passes for pop music these days – well-produced, pleasant, beat-driven, formula, lyrically repetitive, singsongy, non-melodic music – are not really songs. Real songs – narrative stories with beginnings, middles and ends (as well as the clever bridges) - will stage a comeback, and real songwriters and performers will breathe a collective sigh of relief.
2. Mic Technique Revolution
A superstar singer will set an example on proper microphone technique for the rest of the pop and rock entertainment world by taking the mic out of and away from his or her mouth, allowing us to not only finally see the singers’ facial expressions but to also prevent them from popping their p’s. This epiphany will not spill over into the rap world.
3. Live Performance is Everything
Concert promoters, club bookers and agents will refuse to sign or book any act that isn’t any good at entertaining an audience in a live performance situation. The result? Only artists who have developed an entertaining live show will be allowed to perform. That will bring ticket-buying audiences back into venues and no more pay for play. It will also require artists to learn how to entertain instead of just singing and playing at the same time.
4. Who’s your agent?
As live performance revenue becomes the gold standard for music artists, booking agencies will become the most influential aspect of artists’ careers, surpassing record companies and managers in that respect. Again, an artist’s live show will be the centerpiece of their careers.
5. Local Radio Plays Local Music
Terrestrial local radio stations will regain control over the music they play from their national conglomerate home offices. Music fans will have some sway in what gets played on local radio though real-time mobile apps linked directly to the local radio station studios. The rising tide of listenership will raise all advertising rates boats. Win/win.
6. Performance Royalties from Radio
Congress will extend current performance payments made by radio stations to writers and composers to include master rights holders and, hence, the performers (as it is in the rest of the world except mainly North Korea, Iran and China – great company we keep, huh?). When this long-overdue slight is righted, American master rights holders and performers can then additionally start collecting those performance royalties that are currently being collected (but not paid out) to US-based artists from 75 other nations around the world. All in all, it will mean millions of dollars in windfall to the American music creative community from both here and abroad.
7. Better Streaming Rates
The Constitutional right to a regulated and fair compensation for writers, composers and performers will be enforced on digital streaming companies and extended to all future but currently unknown methods of an audience enjoying an artist’s creative endeavors.
8. Music As Merch
CDs and downloads will be officially relegated to the merch table, websites and indie stores, as artists and record companies finally concede that streaming is the preferable (and more profitable) way of buying music for instant and daily consumption.
9. Record Companies Evolve
Record companies (still the best source of funding an artist’s music career ambitions) will rightfully continue with their 360 deals, but will divert attention away from music sales and focus more on the revenue that can be generated (and commissioned) from live performances, publishing and merchandising (which now includes CDs and downloads). The strength of an artist’s live show will weigh in larger than before in evaluating label signings.
10. New Artists Breakthough on Indie Labels
Indie labels will continue to be the grass roots discovery and nurturing ground for new and developing artists. Many will offer all the services of a major by utilizing third-party independent marketing and promotion companies such as The Artist Cooperative.
We can all dream, can’t we?
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