Industry Chat: A2IM President Rich Bengloff on the State of Indie
Paste recently asked “Is Indie Dead?” with the answer being that it’s so alive that the term lacks meaning. Yet on the business side of the music business, the concept of independence still has currency—and perhaps more meaning than ever. So to unpack how independents are navigating the constantly reinvented music business, we talked to someone who should know: American Association of Independent Music President Rich Bengloff (A2IM). Here’s our conversation.
Paste: A2IM’s stated goals include “leveling the playing field” with the major labels. In what specific ways is the playing field not level? It seems more than ever that independent artists have all the same opportunities as anyone else—especially in the area of licensing.
Rich Bengloff: At AM/FM radio, promotional airplay is limited to 168 weekly airplay hours and accessibility historically is limited to those with large promotion staffs and budgets. Similarly traditional bricks and mortar retail shelf space is limited so that those who have the advertising budgets get the space, irrespective of the music quality.
A2IM was established five years ago with the core mission of obtaining tangible economic gains for its members via advocacy, commerce opportunities, and member services. A2IM’s main objective is to get independent music labels access in the new digital market place for both promotion and monetization. Despite Indies representing over 90% of annual music label new releases (based upon label ownership) and overcoming market barriers to represent over 30% of annual recorded music sales and over 38% of digital sales (per Nielsen/SoundScan), many digital services aren’t providing independent music labels with a proportionate amount of landing page promotional opportunities, deck promotional opportunities on mobile, etc. Additionally, the commerce terms offered by many services are for lower amounts that that received by the major labels, including licensing. Related to licensing and other services our members are often asked to provide their music gratis for no compensation (publishers continue to get paid) for the “promotional value.” While we support free promotional that results in future monetization those who wish to use our music that discuss future recorded music sales from promotion have obviously not seen the latest recorded music sales trends.
Paste: What does independent mean at this point? At Paste, we’ve discussed the idea that indie is dead, meaning that the term isn’t actually all that helpful anymore since it gets used by so many people to mean so many different things. For A2IM, is it simply music that doesn’t come from Warner Brothers, EMI, Universal, Sony?
Rich Bengloff: A2IM’s membership is made up of Independent music labels that have banded together to form a central voice advocating for the health of the independent music sector. Our membership includes over 200 independent music labels of varying sizes, genres, and geographic locations with many owned by artists. See www.a2im.org for our members. In addition to our label members A2IM has associate members, those who work with, depend upon, or just support Independent music.
All of our label members have one thing in common—they are small business people with a love for music who are trying to make a living and use their label infrastructure to promote the artists they love.
Paste: Your organization represents record labels. Do we see the role of independent labels evolving in the same way as the majors in terms of getting involved with multiple revenue streams beyond simply selling music?