DIY Artists as Project Managers

Several bands and music artists are opting for the do-it-yourself route to putting out albums, distributing merchandise, touring, and marketing themselves. Cutting out the traditional record label means more money in the pockets of the musicians but it can also mean more money coming out of their pockets. Still, whatever it costs financially, doing things yourself might pay off more in the long run (though it means not having the resources and exposure a label can provide).

Kill Hipsters

Just recently, two well-known bands have announced that they might switch from the traditional model to the DIY model of the music industry once their contracts are up.
Alternative Press Magazine reports that Streetlight Manifesto, a famous ska band, has announced that they are quite unpleased with the actions of their label and are “boycotting” them. The band released a rather lengthy statement on their website about the incident claiming, “Victory Records is an artist-hostile, morally corrupt, and generally dishonest company” (Streetlight Manifesto). Several record labels have developed this same reputation over the years whether it is due to the behavior of employees, hidden agendas, or contract wording. It is for this reason alone that artists are a bit leery when it comes to signing a contract. Instead, they would rather be their own bosses and project managers to produce their music.

DIY artists act as project managers when they decide to play a show or to distribute an album. Think of all of the tasks that are included when a band releases an album. First songs need to be written and recorded, and then the music needs to be mixed, mastered, and edited. Packaging and artwork need to be designed and manufactured, and marketing has to get underway all before the album reaches the consumer. Often times, they employ producers, artwork designers, and other professionals to act on their team throughout the duration of the project. Becoming a project manager means ensuring everything necessary gets done on time, resolving conflicts, and acting as a liaison for all of the departments included (Heerkens). 

The second band looking to do things on their own is Attack Attack! An interview on PropertyofZack.com with one of the band members tells fans that their newest album, This Means War, is their last album with their current label, Rise Records. Drummer, Andrew Wetzel made comments about his opinion on “the general business model of the record label” and implied that the band was being told what to write or create (PropertyofZack.com). It appears obvious that when opting DIY, artist have more creative control and freedom to do whatever they please. With advancements in technology regarding software and social networking, it is certainly possible to reach target markets and become a success. It will just take a bit longer to make your presence known. Let hard work, determination, and passion be your driving force to achieve your dream.

Heerkens, G. (2002). Project management. New York: McGraw-Hill.