The Innovators

In our computerized world, technology changes rapidly. Ten years ago, everyone used VHS tapes and CDs which have now gone the way of the 8-track, cassette tape, and vinyl record. The internet generation’s MP3s have created controversy in the music business. The industry first struck back by causing the fall of the giant free file-sharing services. “The innovators” who saw the potential for instant music access turned file-sharing into file-downloading, and the legal availability of instant access has recently caused multiple large music chain stores to shut their doors (as well as the small independents that are rarely mentioned.) The other reason these music superstores have fallen is that the freewheeling facade that has been the “face” of the music industry since the mid 20th century was finally destroyed. There is absolutely nothing “freewheeling” about rich men suing kids for stealing music, and many people just don’t feel comfortable buying music from “the man.” Unfortunately, people don’t seem to understand that the music business is a business. When iTunes has a total stranglehold on the market, then we’ll see who’s the new “man.”


Personally, I was an early adopter of legal downloading services and I understand the charm of immediate access and availability. You can log into iTunes and buy an album as soon as it’s available, and there is no possibility of it being sold out. You can also preview all of the tracks on the album, which is a giant step up from deciding to buy a CD based on the cover art. In my opinion though, in gaining immediate musical gratification, you lose some of the art. I still buy actual hardcopy CDs much more often than I download CDs, and the reason for this is that I miss the tangible object when I download. Besides just listening to a CD, I like to read the lyrics and thank yous from the band, and pour over the artwork. Maybe I’m old-fashioned, but I enjoy having a real case for my CDs, not a piece of computer paper folded into an envelope with poorly drawn hearts on the cover. I also like the idea of buying CDs at artist’s shows, where you can actually talk to the people who get your money. Despite the numerous reasons for buying hardcopy CDs, now that people have embraced the idea of downloading, there’s really no going back. Instant gratification is the catch-phrase of my generation, and iTunes has packaged that in a very attractive and sleek way.


Yet, new innovators are always on the horizon, and the innovators in this case are the artists themselves. Harvey Danger, the band best known for their neurotic hit “Flagpole Sitta” has released their latest album “Little By Little” in stores and online, but not in the usual way. To get their music out in the world, Harvey Danger offers their latest album as a completely free download on their website, but also gives the music-lover a chance to purchase their album through their online store. The “physical version” includes a bonus disk and there are different level packages that include t-shirts, stickers, and buttons. In this way, Harvey Danger is giving their fans immediate access to excellent music and the ability to buy their CD straight from the source. You can read Harvey Danger’s well-written reasons for making their new CD free on the Harvey Danger website: http://www.harveydanger.com/press/why.php


Another extremely talented and innovative band has taken the reigns with its musical freedom, and this band’s name is Lucero. With their new CD “Rebels, Rogues & Sworn Brothers”, Lucero has been advertising a promo-special where you can buy a hard copy of their new CD through their website and receive an instant digital download. The cost of the CD is only slightly more than a download from iTunes, and you receive immediate access to very good music, a CD in the mail, some rad pins, and the good feeling you get when you do something worthwhile.


It’s always worthwhile to support great music, especially when you can cut out the middlemen who make the music less of an art. There is nothing wrong with making money from music if you’re distributing a good product and not taking advantage of people, and Harvey Danger and Lucero have enough faith in their product that they are willing to take chances. This is what innovators do, and, in my opinion, these artists are the next innovators in the flailing music business.