CROSSWORD Music Artists

The Evolving Landscape of 21st-Century Music Artists

This Crossword synthesizes key themes and facts from the provided sources, exploring the challenges and opportunities for music artists in the 21st century, the impact of technology, and the changing definition of a “successful” artist.

This briefing document also highlights the significance of music artists in navigating the challenges and opportunities presented in this evolving industry.

I. The Plight and Promise of Emerging Composers (Classical Focus)

The classical music artists face a world with unique challenges in nurturing its next generation of talent, particularly for orchestral composition. The London Symphony Orchestra (LSO) has recognized this gap and developed an “absolutely unique and extraordinary” scheme to address it.

Key Challenges for Young Composers:

• Lack of Major Orchestra Opportunities: Young composers find it “terribly difficult…to learn to write for a really major Symphony Orchestra because they only got opportunities to compose for small College orchestras.” Writing for a great orchestra is “a very different thing.”
• Absence of Apprenticeship: There’s a notable “pity there was no way of apprenticing them” in orchestral composition.

The LSO’s P.N.I.C. (Panufnik Composers Scheme):

• Direct Engagement with the Orchestra: The scheme brings young composers “together with the orchestra” to workshop very short pieces. This allows them to “really find out how it works to write for really great players.”
• Year-Long Mentorship: Participants work for a year under mentors like Colin Matthews or James McMillan, receiving individualized guidance. They can attend orchestra rehearsals and get specific questions answered by individual players.
• Full Orchestra Commitment: The scheme features “amazing day workshops where the full Orchestra is not no it’s no question… you get the full lso coming in and they’re absolutely committed to to the scheme.”
• Diverse Backgrounds Welcome: The LSO actively seeks composers “regardless of their background and primarily on their talent and their potential.” This includes “Jazz composers even composers who are not that skilled in notation,” and individuals from the pop world or those with a background in dance and singing. The idea is for this to be their “first real meeting with the orchestra.”
• Experimentation and Development: The scheme is “about experimentation and it’s the opportunity to to do absolutely whatever they they want to do.” It fosters visible development, as seen with composers like Vlad Michi who progressed from a three-minute piece to a 10-minute commissioned work.
• Orchestra’s Perspective: From the LSO’s side, it’s “fascinating…to be there at the first stage when these pieces are being played for the first time and also having some input.” It allows them to interact directly with composers: “we can actually have the composer there and say what what do you actually mean there.”
• Dream Come True for Composers: For participants like one from Romania, the LSO was “a legend,” and having their music played by them is “really like a dream come true.”
• Long-Term Impact: The hope is to “build a family of young composers who can go on to be involved with the lso over many years.” The experience impacts “every form of music that I make,” according to one participant.

II. The Changing Landscape for Music Artists: Influence, Technology, and Monetization

The 21st century has ushered in a “remarkable evolution” in popular music, heavily shaped by technological advancements and shifting consumption habits.

A. Key Influential Music Artists of the 21st Century:

• Diverse Genres: The contemporary music artists face a scene blending a mixture of pop, hip-hop, rock, R&B, country, and Latin influences, with genre boundaries becoming increasingly fluid.
• Superstar Impact: Artists like Kanye West (over 150 albums produced for others, 10 studio albums), Kendrick Lamar (sharp lyricism, social commentary, critically acclaimed), Beyoncé (cultural impact, “Greatest Pop Star of the 21st Century”), Taylor Swift (dominant in country and pop, record-breaking albums), Rihanna (genre blending, social change advocacy), and Eminem (best-selling, enduring hip-hop influence) continue to shape the industry.
• New Voices: Olivia Rodrigo, Post Malone, and Billie Eilish represent “breakthrough artists” with “fresh sounds and unique styles” appealing to younger global fans.
• Genre-Defining Acts: Radiohead (rock/electronic innovation), Amy Winehouse (revolutionized modern soul/jazz), Arctic Monkeys (Brit rock prominence), and Daft Punk (pioneered electronic/dance music) are highlighted for their critical acclaim and influence.
• Global Phenomena: BTS (South Korean boy band breaking records globally) and Bad Bunny (leading Latin artist bringing reggaeton/Latin trap to a global audience) demonstrate the international reach of music.
• Pioneering Figures (Historical Context): The discussion of “Greatest Music Artists Ever” highlights historical figures whose innovations laid groundwork for modern music, including Bessie Smith (early jazz/blues, first great female pop singer), Kraftwerk (influential in modern music production, faceless aesthetic), Chuck Berry (synthesis of R&B and country, first guitar hero), Charlie Parker (bbop virtuosity, influence on virtuoso rock), Ray Charles (fusion of R&B/gospel, beginning of soul), Lead Belly (connection to American folk music, influence on artists like Bob Dylan and The Beatles), Bob Dylan (political lyricism, electric music transformation, influence on The Beatles), Miles Davis (birth of cool jazz, pushing boundaries, pioneering studio techniques like looping), and Jimi Hendrix (embodied rock virtuosity, self-expression, studio experimentation). Louis Armstrong is recognized as the “god of 20th century popular music,” providing the blueprint for modern performance and song ownership.

B. The Impact of Digital Platforms and Social Media:

• Dominance of Streaming: Streaming services are the primary revenue driver, accounting for an “overwhelming 83 percent of that revenue coming from streaming services like spotify apple music title and more” in 2020.
• Algorithmic Influence on Music Creation: Artists increasingly tailor music to be “playlist-friendly,” resulting in “shorter tracks (often under three minutes) with immediate appeal.” Algorithms favor low skip rates and high listener retention, leading to “mellow, mid-tempo, and repetitive tracks designed for passive listening.”
• Streaming Revenue Challenges: While streaming generates billions for the “music industry,” artists often receive a small fraction. Estimates suggest artists signed to major labels make “less than 20% of their income from streaming apps.” Some sources calculate a single stream pays “about a third of a penny.” An independent artist might need “over nine million streams and double that to earn minimum wage.”
• “Spotify-core” and Monetization: The payment model (per play, not duration) incentivizes “shorter songs” for “more streams in less time,” potentially generating “more revenue.”
• Social Media’s Transformative Role:Discovery and Virality: Platforms like TikTok, Instagram, and Twitter have “democratized music discovery,” allowing artists to “reach global audiences without traditional gatekeepers.” Viral trends can “catapult unknown artists into the spotlight almost overnight.”
• Chart Success: Viral social media content directly translates to “a surge in streams and downloads, propelling them onto major charts.” Billboard even has a TikTok Billboard Top 50.
• Artist Engagement: Social media is crucial for artists to “engage with fans” and “monetize their craft.”
• AI Fraud: There have been rare but significant cases of individuals using AI to generate songs and bots to stream them for fraudulent royalty income.

C. The Evolving Music Business Model and Artist Income:

• Traditional Record Deals (360 Deals): Historically, record deals were “incredibly complex” and “not in the artist’s favor,” acting as “bank loans at the highest rate imaginable.” 360 deals, prevalent since labels lost revenue from physical sales and piracy, allow labels to recoup advances from all artist income streams (touring, merch, sync, publishing, endorsements), often leading to artists remaining “in-depth to the record label.”
• Ownership of Masters/Copyright: A significant struggle for artists like Prince, Kanye, and Taylor Swift has been the retention of copyright or master recordings, which labels typically own in traditional deals.
• Label’s Perspective: Labels argue they take a “big gamble” and make a “big investment upfront in artists careers,” bearing most of the risk. They also provide strategic partnerships and marketing reach.
• Music Artist Empowerment and New Deal Structures:Increased Leverage: The rise of social media and streaming has given artists “more leverage and more options in the deals they sign.”
• Independent Artists: This is the “fastest growing sector in the globally recorded music industry.” Independent artists retain more control and a larger share of revenue (e.g., Dirty Blonde’s 85% royalty share with EQ Distro).
• Label Services/Distribution Deals: Artists can partner with companies for specific services (e.g., YouTube channel building) while retaining ownership of their masters and a majority of revenue share.
• Crowdfunding: Platforms like Kickstarter and Indiegogo offer a “really powerful” way for artists to fund projects, making it a “community thing.”
• Direct-to-Fan Sales: Selling physical merchandise (CDs, vinyl) directly to fans is significantly more profitable than streaming. “One person buying a CD from my website is equivalent to just over 8000 Spotify streams.”
• Diversified Income Streams for Musicians:Concerts: Still a “most traditional way to make money,” with options for set fees or ticket percentages. Ancillary sales (CDs, merch, digital downloads) and tip jars can augment income.
• Teaching: Monetizing knowledge through live or online lessons (e.g., via Fiverr, Instagram, Udemy, Skillshare). This can be optimized through online courses or even short booklets.
• Composing/Arranging: Finding ways to introduce original music or create popular song arrangements.
• Social Media Monetization:Membership Platforms: Patreon, YouTube memberships, Discord for exclusive content and community building.
• Tip Jars: Directing fans to PayPal during streams or on profiles.
• Partnerships/Affiliate Programs: Collaborating with brands or earning commissions from recommended products.
• Content Recycling: Maximizing existing work by repurposing it for various platforms (e.g., full concert recordings for Patreon, shorter clips for YouTube/TikTok). Streaming recording sessions to engage fans during the creative process.
• The “Influencer” as Musician: Lower Barrier to Entry: Music production and distribution have become “much easier” and “incredibly cheap,” enabling anyone with a laptop to create “pretty high quality tracks.”
• Fanbase Transfer: Influencers can “bring their fan base with them” into music, leveraging existing parasocial relationships.
• Authenticity Challenge: Influencer-turned-musician efforts can sometimes “feel like a cash grab” if authenticity is missing. However, consistent music making and active showcasing can overcome this (e.g., KSI, Papa Platte).
• Business Opportunity: For influencers, music offers additional revenue streams through tours, ticket sales, and merchandise (influencers “sell more than regular musicians”). They can invest in songwriters and elaborate music videos to build an “artist persona.”
• Shift in Success Metrics: The focus is increasingly on “who is selling the most of it” rather than “who is making good music or who is creating the best music.”

III. Conclusion: A New Era for Music Artists

The music industry is in a state of rapid transformation. While challenges remain, particularly regarding equitable artist compensation from streaming, new technologies and business models are empowering artists with “more optionality, more choice, more control over their rights, more control over their career, more access to their fans.” Artists must become “business savvy,” diversifying income streams, engaging directly with fans, and strategically leveraging digital platforms to thrive in this evolving landscape. The LSO scheme for classical composers and the rise of independent pop artists demonstrate a shared trend: direct engagement between creator and audience is becoming paramount.