On March 12th, Berklee alumnus Jason Linder, VP of Project Management for Concord Music Group, shared some insight on today’s music industry and where it’s headed. Concord Music Group started as a jazz record label, but over the years it began working on a new vision: introducing established legends to new, upcoming artists. They recently released an album titled Take Me To the River: Music from the Motion Picture. The album is a companion to Martin Shore’s award-winning documentary Take Me to the River that brings multiple generations of musicians together in collaboration.
Linder discussed the marketing aspects of a record company and provided a list of marketing strategies including PR, radio, new media, video, and sales. Many say that CD sales are dead, but Linder believes otherwise. Though it’s not a predominant source of income, people are still supporting artists through CD sales. Linder explained how an artist’s income is a huge indicator of who their audience is. For example, in one week Big Sean received 17 million streams on Spotify, while Kid Rock only received 500,000 streams. This shows us that Big Sean’s audience is mostly young people who choose online streaming over hard copy.
I learned that 1500 streams of one song is equal to 1 album sale. This means that Big Sean’s 17 million streams are equivalent to only about 12,000 albums sales. Since CD sales are plummeting with the new generation, the music industry will have to adapt or artists will no longer be able to support themselves.
Lastly, Linder discussed an internship for students here at Berklee to work with Concord Music Group in various cities around the country. It’s an amazing opportunity for students to see the nooks and crannies of the music industry and the big changes that Linder believes are on the horizon. For questions about the internship program, contact Arin Canbolat.
Grace Mann is a City Music Scholar from Boston, MA, and is currently studying at Berklee College of Music.