Numerous factors are involved in the liminal space between a musician and international recognition. In essence, these elements serve as the foundation of a musician's artistic appeal, forming their personality via constant improvement and offering a guide for negotiating a very unstable field. Because they offer an agency to manage the complexities of the music industry, record labels are essential to the growth of art. By providing them with a platform to market and showcase their music in ways that are beyond their capabilities, these brands empower musicians. They dissuade artists from being sequestered in their silos and therefore play an intricate role in shaping the course of one’s career, impacting not only their commercial success but also providing mediums to define their place in the music space. Record labels oversee everything, and this focus encompasses production, promotion, distribution, and exposure of their music. With proper management, an artist can essentially propel their career to greater heights, extending their reach and maximising their talent; this is the very problem.
Artists are beginning to get used to the benefits of associating with these record labels, and it would seem that the greater majority of mainstream artists are showing a propensity to produce music in favour of eventually getting signed and maintaining their status as label stars. This has raised questions about the creative ethos of the contemporary music scene and challenged the independence of artists. Consequently, this has also created a lack of distinction or variance amongst artists and their contemporaries, consolidating the narrative that the majority of mainstream artists sound alike. This conformity greatly compromises the autonomy an artist possesses. They are a business, so they are financially motivated and would, therefore, configure the direction of the brand to what they believe would yield more monetary benefits. Invariably, that may cause compromises in creative expression and autonomy, as they often do not tolerate tangent ideas or thoughts. As a result, artists often struggle to balance creative expression with financial marketability.
In an interview, Charli XCX insists that labels pressure musicians to conform to actions that would make them globally liked. Shey says that, “These days, labels are desperate for artists to be liked, and the currency of niceness is really important in selling records; otherwise, you’re bad, evil, and wrong.” She says. “Persona is intrinsic to the modern-day artist, unless you completely reject it, and do something alien-like and cold… I can’t wait to do that, actually. I can’t wait for someone to be really cold and mean and icy. But we’re not in a place where any major artist could do that. I hope someone dares.” Essentially, Charli highlights how label marketing dynamics stifle artistic expression, establishing creative restraints that prioritise a superficial persona over one’s authentic self. Similarly, Russ nods to the creative independence that comes with being an indie artist, saying that I just got to move on ideas quicker because I didn’t have to run anything by anyone. The freedom is unmatched.” He highlights the bureaucracy of implementing ideas and how these setbacks infringe on creative advancements.
There seems to be an industry-wide pattern where contracts are drawn to label vision, even if that involves limiting creative freedom and financial benefits. Over the years, we have witnessed an array of musician and label controversies that highlight the contradictory landscapes between brand visions and artistic expression.
The ethos of the current music landscape reflects one that is generic and shows a penchant for following in the same direction as time goes on. Therefore, measures must be taken to enhance and refine the current music industry landscape. Unequivocally, the current milieu of the music industry has undergone a seismic shift with the integration of music record labels. The desire and voracity for label affiliations have stifled creative juices from the fruits of creative and innovative minds, leaving little to no room for creative growth. Therefore, we must stress the need for artists to be more discerning upon dealing with record labels. It is important to set boundaries and acknowledge issues when they have exceeded the threshold.